To build an effective digital marketing strategy, you need to understand 'what to do', and 'what not to do', even more
- In today's hyper-connected world, having a sound digital marketing strategy can help your brand grow by leaps and bounds.
- Agam Chaudhary, CMO, Digitalabs (A division of Laqshya Media Group) helps us understand a few things that marketers should take care of while working on digital campaigns.
In the era of Yays Or Nays, digital marketing is the magic wand you need to make your business, flourish. There are no two ways about it. But if you don’t have a robust and thoughtful digital marketing strategy in place, it won’t yield any effective results.
Now, to build an effective digital marketing strategy for your business, you need to understand 'what to do' and 'what not to do', even more. The best practices are constantly evolving in this field. You as a digital marketer should not only relish the latest trends but also carefully implement them to your business tactics, as and when needed. So, along with learning the opportunities, you need to learn about the pitfalls as well.
The first and foremost step in grasping the trends and thus developing a cool strategy is to understand the fact, that not all content needs to be shared on all the social channels. Every social platform has its own set of audience. And they have their own set of expectations and demands.
(Source: The Pixel)
Twitter is a platform for influencers/ people with strong opinions on trending topics whereas Facebook is more of a casual platform for mass. Instagram is a chick platform whereas LinkedIn is strictly professional.
Let’s have a quick look at the chart for a clear understanding
|Platform||Demographics||Best For||Suitable Content-Type||Downside|
|310 millionIndia is the biggest userAge: 15-55Maximum Female||Building brand loyalty||Videos/ GIFs, curated content and long post formats||Reach depends on budget and geographical targeting. Highly mixed and scattered.|
|120 millionIndia is the 2nd largest userAge: 16-35||Lead generation for retail, art, lifestyle, food, entertainment, health, fitness and beauty businesses (B2C)||High-res photos, quotes, innovative stories, videos (short formats) and IGTV videos||Images and videos only. Limited reach. Influencer-driven|
|71 million India is the 2nd biggest userAge: 25-55||Business development and networking. B2B businesses||Job updates, company news, professional and informative content, blogs, features, long-format videos||Fewer interactions and shareability|
|YouTube||265 millionIndia is the biggest userAll ages||Brand launch, awareness and promotion. Service industry||Videos (all formats), live streaming, bumper ads||Video only. Resource intensive|
|18.9 millionIndia is the 3rd biggest userAge: 18- 35||News, trends, discussions, tactical posting and PR||News, blog posts, features, polls, short-format videos, contests and GIFs||140 characters or less|
(Source: Statista and Sprout Social)
Once you decide on what to post and how to market on each social media platform, you need to focus on the craft of your content.
To craft a bang-on campaign, you need to look for consumer insights and build the communication narrative accordingly. The communication (language + treatment + messaging) should directly hit their emotions. It should give consumers a solution to their problems. It should satiate their need.
Remember, the #ComeTogether campaign by Durex?
The campaign aimed at creating awareness about orgasm inequality by initiating a healthy and open conversation on culture and science behind the fact that 'sex is great when you #ComeTogether'.
The insight behind the campaign:- As per the Global Sex Survey conducted by Durex in 2017, nearly 70% of women in India don’t orgasm every time they have sex.
Durex leveraged organic engagement on tactical platforms like Twitter, Facebook and Instagram to conduct hashtag led conversations; involved female content creators, influencers, and advocates to convey the desired message effectively; and parallelly redirecting consumers from social channels to e-commerce platforms like Amazon to drive the sales of the inventory.
The campaign was a big hit and garnered millions of views, huge engagement, high reach, killer impressions, and conversions.
The overall campaign had 5 different hashtags and different phases.
- Reach: 11 Mn+
- Impression: 24Mn+
- Engagement: 55,000+
- Users: 3000+
- Conversations: 7800+
- Reach: 4 Mn+
- Impression: 9 Mn+
- Engagement: 178000+
- Users: 800+
- Conversations: 3600+
- Reach: 2 Mn+
- Impression: 4 Mn+
- Engagement: 185000+
- Users: 400+
- Conversations: 1300+
- Reach: 2.5 Mn+
- Impression: 12 Mn+
- Engagement: 700+
- Users: 700+
- Conversations: 6000+
- Reach: 7.1 Mn+
- Impression: 30 Mn+
- Engagement: 1900+
- Users: 1900+
- Conversations: 14000+
Phase 1: #OrgasmInequality - Durex India shared a statistic around Orgasm Inequality to ignite a debate around the same while roping in many female influencers
Phase 2: #FakeOrgasm - Pooja Bedi addressed the issue and engaged the audience to make them share their personal stories and experiences
Phase 3: #OrgasmsDecodedWithPoojaBedi, LIVE interaction with Pooja Bedi to validate the issue and t provide logical solutions
Phase 4: #DurexMutualClimax - Finally, the product Launch - Durex Mutual Climax Condoms on social and e-commerce platforms
To sum it up, I would like to suggest that to devise an impactful digital marketing strategy for your brand/ business, ask yourself a few questions
- What are your digital marketing objectives?
- What digital platforms are your TG using?
- What digital channels are your competitors using?
- What kind of content you want to create for your brand?
- Research and insight
- Planning the communication
- Crafting the campaign
- Deciding on the social platforms and content formats
- TG and geographical areas
- Driving sales on e-commerce platforms
- This column has been authored by Agam Chaudhary, CMO, Digitalabs (A division of Laqshya Media Group).