Marketing communication - Mapping Philip Kotler to Digital

Marketing Communication

What is Marketing Communication?The means by which we attempt to• inform - Reach out to TG with our message through different media• persuade – get people to sign-up/show interest/buy• remind – Re-Marketing, Re-engagementConsumers (Existing or Potential), directly and indirectly, about the products/services and brands we try to sell.

(Adapted from Philip Kotler)

Consumer Decision StepsChristian Betancur’s NAITDASE Model –

• Need – Product/Service and TG fitment• Attention – In digital advertisement - Impressions, Reach• Interest – Responds to our Ad CTA• Trust – have all the trust building factors in Landing Page• Desire – Create desire by lowering risk, highlighting gain• Action – Buy / Submit Lead / Sign-up• Satisfaction – Living up-to the product/service promise• Evaluation – By the customer. Positive…Loyalty & Advocacy

INFORM

First ThingBe guided by the Business Objectives

Sales

Increase Brand Awareness to have more Sales without much cost in long term

If our digital marketing merely adds to the noise, we are losing out

Communication Model

What happens at the Receiver’s (Read Potential Consumer) End –

Selective Attention – bombarded with ~ 400-500 Advertising messages every day…ignoring most of themSelective Distortion – hear/see only what fits into his system of beliefSelective Retention – In the long term only remember a fraction, thus multiple positive reinforcement is necessary

Communication Design• What to Say – Message

Should be guided by our understanding of the Receiver…deeper the betterDue to even lower selective attention on digital space, should be more direct

• How to Say – CreativeHave Informational appeal – Focus on product/service benefits, USPsHave Emotional appeal – Stir-up emotions the brand wants to associate itself withHas to adapt to the media being used

• Who should Say – SourceMost of the time the brand itselfSometimes known people, celebrities…Higher cost, Higher gain, Higher Risk…Snapdeal-AmirReal People…Customer testimonials…should look real

The final thing should be a thumb/finger stopper

PERSUADE

Landing Page Step by StepThe place where the user lands should - • First re-inforce the Ad. Promise – WISIWIWG - What I Saw Is What I Would Get and

give some more• Build trust for the Brand – creds, celebrities, testimonials • Build trust for the product/service offered – Product/service features, videos• Lower risk – Free Trial, Shorter forms, Get Call Back, COD, Try, Return Policy etc.• Enhance gain – Offer, Discount, Limited period• Highlight CTA and repeat

Mass Product Niche Service

REMIND

Re-MarketingPeople who come to your page –

Either get convinced and Fall for the Trap Or Leave the page without taking action

Unfortunately, the 2nd set is huge. According to Forrester Research, 96% of people who visit a website leave without completing the action the marketer would have liked them to take. Remarketing gives you a second chance, third, fourth…till you think it will be an overdose.

Re-MarketingThe re-marketing message and creative -

Must be Segmented…especially e-commerce sitesShould portray Exclusivity / Personalization…Trip Advisor does this beautifullyand if possible, highlight Urgency

Re-EngagementPeople who buy once, due to their Selective Retention would forget your brand, product/service.

We need to remind them – get more sales and / or get referralsDepending on nature of product/service, one time buy or frequent or somewhere in

between, the message and creative should be decidedHave different type of Newsletters for existing customersCreate online communities

Thank you for bearing me for so long