Creating a robust and
effective marketing plan is mandatory for the success of any business. The key elements
that marketers focus on while creating the marketing plan are: Key branding
messages, performance messages, customer outreach methodologies and the
analytics. We are going to briefly touch upon these points in this article.
Key Branding Messages to customers
A technology company
that is in the data business can give a branding message as follows:
“In a world that is constantly changing and introducing new technology, our customers rely on us every day to deliver the connections that matter to them. We make it possible for today’s always-on consumers to watch videos, listen to music, navigate city streets and stay in touch across the globe. “
A consumer company
that is in the FMCG business can give a branding message as follows:
“ITC. Touching your life. Everyday”
These messages reverberate
with the customers and makes them loyal followers of the products. They linger
for a long time if they are delivered through the right mechanism and at the
right frequency.
Key Performance Messages to Customers
Another factor that
becomes very important especially in technology related products is the
performance of the applications or the systems. An example of Verizon’s data
speed and other parameters verified by an independent agency is given below.
According to
RootMetrics©, the largest independent third-party tester of wireless network
performance, Verizon is #1 in speed, data, reliability and overall network
performance in the U.S.
J.D. Power 2016 U.S did a study based on 10 problem areas of
the customer experience: dropped calls; calls not connected; audio issues;
failed/late voicemails; lost calls; text transmission failures; late text
message notifications; Web connection errors; slow downloads; and email
connection errors.
The 2016 U.S.
Wireless Network Quality Performance Study—Volume 1 is based on responses from
41,400 wireless customers. The study was fielded July through December 2015.
Carrier performance is examined in six geographic regions: Northeast,
Mid-Atlantic, Southeast, North Central, Southwest and West. In addition to
evaluating the network quality experienced by customers with wireless phones,
the study also measures the network performance of tablets and mobile broadband
devices. Verizon Wireless ranks highest in all six regions for the third
consecutive study volume in call quality, messaging quality and data quality.
Similarly, if there is a validation by Gartner, on the
number of transactions per second for a banking application, it scores very well
among Bank CxO’s for selecting the application.
While defining a go to market strategy or defining a new business plan, product benchmarks and key messages can set the direction of the overall marketing plan of the company.
The ideal customer for any business would be companies and
consumers that have a genuine need of the product that you are selling. For a
company providing data services it would be companies and consumers that have a
high requirement of data services such as IT companies and BPO’s and in the consumer
segment, it will be Tier 1 cities where the data consumption is essentially
high.
The customer’s feeling is based upon the product that we
offer. Any company will need to have the highest mindshare of customers for their
services and products. Whenever customers think of that product category, your
company should be their first choice.
Reaching your customers using digital channels is what
companies believe today. Therefore our focus will be clearly Digital channels
such as Facebook, Instagram, Google Ads, LinkedIn and Search Engine Results.
Promoting in
social media sites like Facebook is conducted by estimating the specific
advertisement costs by taking into account the different categories. The
audience base that is targeted is the users of Facebook and Instagram. Data
related to the total number of viewers of the web page in both Facebook and
Instagram are determined by allotting advertisement cost in the suggested range.
The target
audience of both Facebook and Instagram is given in a specific range which is
added to receive the average audience. The average audience is given in a
specific range from which a single number is calculated by taking the mean of
the range. The industry CTR (industry
standard) is then multiplied with the average audience to get the CTR number.
Google
Adwords External Tools is used to do analysis and set strategy of Google
Adwords Advertisement. The analysis is done by taking multiple data points. Data
is collected for number of clicks, number of impressions, cost, click-through-rate
(CTR), Average Cost-per-Click (CPC), and Average Position. For analysis we’ve
given focus on Clicks, CTR, and Average CPC.
It has been observed from secondary research that CPCs in
LinkedIn start at around $ 2 and run up to $ 4 or $ 5 per click. Click through
rates vary. On average, CTRs for Sponsored Updates are roughly 0.3%, while Text
Ads yield about 0.03%. This is just an average; it is possible that CTR may be
comparatively low for the targeted segment. A good rule of thumb is to shoot
for a number more than 0.08% or 0.10%.
The budgets are set daily per each campaign, representing
the maximum amount wants to spend each day. LinkedIn will display ads at
different rates during the day depending on when LinkedIn users are active on
the website, rather than evenly throughout the day. The company gives the
example of 50 percent of budget spends might occur in the morning when users
are more active, and then only 30 percent in the afternoon, and 20 percent
overnight. Once the daily budget is reached, the ads stop showing for that day.
It’s important to note for budgeting and other purposes that
Wednesday is the highest traffic day of the week, so it will make sense to have
optimizations and budgets adjusted to leverage this higher traffic day.
We are working with different
companies across segments to help them with their go to market strategy. If you
are looking for a professional and effective marketing plan that really works, drop
in a line at info@intelligentq.co.in
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