#day4 - “Not able to engage with your potential customers in a relevant and contextual way.”

Today is day 4 of the 21-day challenge, and I will continue 21 days challenge till lockdown. I will be posting tips for Digital Marketing awareness and understanding Digital Marketing in a better way for the next 21 days at Digital Marketing Careers related to business, startups, and digital marketing.

I will be posting 15 content and 7 podcasts during this period.

The third content is out today 9.00 PM ??

Hopefully, we will win this battle against COVID 19

#digitalmarketingcareers #codeinventive #monarchwebworld #covid19 #fightagainstcoronavirus

#Day4

The sales and marketing function in any industry forms the backbone of the business. An appropriate and scientific approach to sales and marketing function not only makes the business viable and efficient but also makes the company reasonably immune to sudden and inevitable environmental changes.

As we are going through one of the inevitable environmental changes, what are your behavior during this Covid-19 pandemic situation?

Let me share mine, what I am following from the very 1st day of this COVID-19 Situation.

1. Not selling anything for 15 days or so.

2. Showing empathy ( via post or content, & the ways I can.)

3. Not trying to encash this crisis ( when someone's brand is dying, by not offering discounts or encourage sales for the future at this time.)

4. The brand is also a human Being- so treating it well.

5. Help/advice / promote safety /care - is what any brands should do now, I am trying to do the same.

6. I can help without spending money. I am encouraging people to read while they stay at home. Encouragement is the best practice.

7. This is not the time to do any selfish act. Help is the best marketing ??.

8. The brand is a culture, culture of its founder. So if you want to stand tall. Create a great culture. 

This time is the best time to build a brand.

9. No competition at this time.

10. To make this happen. I am posting content on digital assets, which everyone can remember and check if needed for a long time.

Even if your company might not be as big as Ford or Apple, but your annual revenue doesn't decrease the value of the brand's behavior & consumer behavior. 

The more you know about user behavior is what drives your target customers' buying decisions, the more products or services you can sell.

Since we probably don't have billions or trillions of rupees to spend, however, we will have to get creative about collecting and analyzing consumer behavior data.

Remember, Consumer Behaviour Data is the heart of the Marketing Strategy.

As discussed yesterday in the last column, Understanding the buyer and then building digital assets based on consumer behavior can let you get recognized in the digital world quickly and also can help you get more sales.

Let's understand this with an example:

1. Why does "Myntra" show offers under 9999 rs on their home page; however, Van Heusen" Does not?
2. Why is "Myntra's" color combination so colorful, however Van Heusen" is not that colorful?
3. Their Color Combination, Look and Feel, Promotional Offers, and Marketing Strategies are different, why?
4. Both of them have an online clothing portal; however, is the audience the same for both of them?

The answer is clear, NO.

Most of the audience for both the brands are different, and they have built their digital assets, depending on their buyer personas, although they belong to the same "Clothing Industry."

Even if you and your competitor belong to the same industry:

1. Your buyers can be different.
2. Your products can be defined uniquely.
3. You have to understand consumer behavior to be a good player in the industry.

Going with a standard definition of buyer persona -

A buyer persona is a semi-fictional image of your ideal customer. It's based on market research, actual data about your existing customers, and a few assumptions.

However, I believe in more what data says. The moment you do a pre-launch or launch of your products or services, keeping assumptions aside, gather data, use analytical tools, ask questions from your buyer, do surveys, and more.

Generally, the questions you want to be asking initially are the ones that will help you layout a framework of who your ideal buyers are, questions such as:

• What do they do?
• The age group
• Where they reside?
• Their job title.
• What industry are they in?
• What kind of buying behavior do they have?
• The problems they face on a day to day basis.
• What triggers them to look for a resolution?
• What all mediums are they using to look for the resolution.
• What questions do they ask the sales team during the sales process?
• The kind of answers they give in surveys & more......

Always remember, Buyer personas are the backbone of any marketing strategy and throughout every part of the Inbound process.

If you are not able to engage with your potential customers in a relevant and contextual way, you will lose their trust and interest.

and as said yesterday and day before yesterday

"Brand is a promise, promise which reflects trust, credibility, reliability, and so on."

So don't lose the trust, credibility, reliability.

I will be sharing more insights on consumer behavior tomorrow.

Stay Home, Stay Safe.

Monarch Jaiswal