Online Marketing Communication

The other day, I was speaking to an old friend in Australia, who is handling marketing for a niche medical equipment company, that has 50% share in the field. Recalling our MBA days in the mid-80s, we debated about if marketing has evolved or remained unchanged. Finally, we arrived at the conclusion that despite all the changes the world has seen, the basic principles of marketing, as defined by Philip Kotler in his book, Principles of Marketing (1980), hold true even today.

However, although, the traditional marketing communication has remained the same (direct, one way messaging to the customer), the advent of social media has added a weighty non-linear dimension to it.

Now, the marketing message has moved from, “This is what we have/do,” to engaging the prospective customers via multiple digital channels.

Many companies even begin engaging their prospective customers by offering them a free solution online. “This is how you can do it yourself.”

More like, DIY 101. And, it is not monetized, but offered free of cost on the social media to all and sundry.

But, why offer it free? After all, knowledge and experience come at a cost.

Let us use a real story to explain how it works:

Someone I know, kept getting chicken skin or razor bumps after every shave. Besides, shaving over such skin was causing injuries and further damage. Change of razor, giving gaps between shaves, or going to the salon, did not help. Finally, they decided to see a doctor. However, before that, they checked the internet for the possible cause for the condition. The search led them to the site of a razor manufacturer. It gave them the primary reasons for such occurrences, as well as, offered a quick solution. By the time the search was over, the company had made few more suggestions and neatly tied them to several of its products that could help. Interestingly, the solutions offered by the razor manufacturer worked, and in the bargain, the person was exposed to multiple possible causes, solutions, and that company’s many products. It did not stop there, armed with the newly acquired knowledge, they enthusiastically shared their experience with others, (word-of-mouth publicity and referrals).

This is how it works:

• It demonstrates your expertise, and shows that you know what you are talking about
• Builds customer confidence
• Increases the chances of getting genuine enquiries, by reducing, or eliminating, the casual or unproductive ones
• Empowers the customer
• Improves chances of the referrals

How to go about it?

1. Know your product/service, as well as, the solution it provides thoroughly
2. It helps you define the target market for your product
3. Identify your potential customers by matching the solution your product offers with the real problem they face
4. Demonstrate the solution online. You could make a short video, or a step-by-step pictorial guide for them to follow
5. Throw in a few additional tips to avoid possible mistakes
6. Post them on the social media that your potential customers are likely to visit
7. Be prepared to hear from them

#businesscommunication #marketingcommunications #onlimemarketing #onlinemarketing101