The area where Xiaomi beats competitors like Samsung, Vivo and Oppo hands down is Digital Marketing. Xiaomi stepped into the indian markets with identical advanced commercialize strategies. They kept the monetary value of marketing identical humble by chiefly investing on digital commercialize and taking the services of Flipkart for sales and distribution. They opted for a disruptive marketing scheme called ‘ Flash Sales ’ wherein a express quantity of products were made available every week. By keeping the cost of market and promotion low, they were able to offer products at relatively lower prices and with high gear end features. Their aggressive digital selling scheme ensured that they gained a considerable reach among their prey consumers. The consumers besides found ‘ value-for-money ’ in the range of products offered by Xiaomi, thus gaining the company a high degree of commitment .
Digital Marketing has become very knock-down and permeant with the increase in smartphone custom, massive dribble in costs of data packs and rock bottom prices of smart phones. There are 3.5 billion searches conducted through Google every day. There are 350 million photos upload in Facebook every day. There are 5 billion videos watched on YouTube every day. There are 500 million tweets sent through Twitter ever day. There are 55 billion messages sent through WhatsApp every day. The numbers are just excessively humongous and very impressive for any sword coach to ignore .
however, there are besides challenges in how the power of digital media can be leveraged to maximize the return-on-investment ( ROI ) from digital market campaigns. Google chiefly relies on tools like SEO ( Search Engine Optimization ), SEM ( Search Engine Marketing ), AdWords, AdSense, Remarketing and Google Analytics to help marketers structure their campaigns. Facebook relies on banner ads, news program feed, messenger, boosting tools and event pages to market products and services. YouTube offers tools like in-stream ads, skippable video ads, dedicated channels, cards and mastheads. chitter has tools like streamer ads, periscope and cards to aid in digital marketing. however, with the mass use of these traditional tools, the digital market is nowadays looking congested and saturated. Brands are having a bad fourth dimension in getting the hope visibility — – Most of the companies are immediately spending high amounts of money and getting low return-on-ad-spend ( ROAS ). No doubt the brand managers and product and serve owners are openly voicing their disappointment with digital market.
This is precisely where Digital Marketing 2.0 steps in. There are new age tools like Instagram, Pinterest, Tumblr and Snapchat who are giving an alternate platform against the traditional platforms offered by Google, Facebook, YouTube and Twitter. Instagram presently has 800 million users and is poised to touch the billion marker soon. Tumblr has 460 million users, Snapchat has 300 million users and Pinterest has 150 million monthly active users .
The traditional amerind drinks trade name ‘ Paper Boat ’ has effectively used Instagram to reach out to their target users and drive home their message. This new brand has become identical democratic with its homely flavours like Aam Panna, Imli ka amlana, Golgappe ka pani, and more, adding to its ever nostalgic array of blink of an eye traditional drinks made without artificial preservatives. The Paper Boat Instagram page is a regale to the eyes equally well as a foolhardy slip down the childhood days. A combination of cunning doodles, two lovely puppies called Hector and Beverages, fiddling ocular stories around the brand and childhood memories tell the Paper Boat story in a identical love manner in Instagram posts by Paper Boat .
Tumblr is a micro blogging site that has 226 million blogs, 460 million users, and a highly active agent and youthful user base creating engaging content on a daily footing. Tumblr came into limelight in 2012, when Adidas launched an official soccer Tumblr blog and bought placements on the exploiter dashboard. Since then, Coca Cola, Disney, Calvin Klein, Elle, Target, Lexus and many other acme brands have been actively using Tumblr for market and brand construction. Tumblr earns about $ 50 million in revenues from patronize posts, sponsored video, sponsored day and carousel units. Tumblr foster made headlines when it was acquired by Yahoo in 2013 for $ 1.1 billion.
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Snapchat has been a hot darling among teenagers and young people with the alone feature of speech of self destruct messages. Another great feature of speech of Snapchat has been the ‘ Lenses ’ which allow users to add fun real-time particular effects and sounds, change their voice in television, face swap with friends, or even super-impose a face from the photograph gallery onto the face. Snapchat is chiefly used for movie promotions but there are besides brands like Taco Bell, Amazon and Burberry who are making the best consumption of Snapchat platform to promote their brands .
Pinterest is another creative sociable media platform that has been lapped up by the post and intersection managers. Pinterest is a place where one can organize and share on-line images that he or she finds matter to or inspiring. once upload or shared on Pinterest, these images become known as “ Pins ”, which the user can place on customized, themed boards. Pinterest has a “ buy ” release that lets users make purchases directly through the app. Pinterest besides allows brands to market themselves through “ promoted pins ”. Pinterest is chiefly being used by fashion brands, locomotion and tourism companies and besides media companies to promote their television channels and magazines .
The ‘ Digital Marketing 2.0 ’ besides encompasses strategies like ‘ Growth Hacking ’. Growth Hacking incorporates tools like inbound market and spark advance generation, contented market, viral marketing and on-line buzz creation. The company which has most successfully exploited growth hack has been Dropbox. Dropbox has used growth hacking to grow at a colossal pace with minimal investing in marketing efforts. Under the growth hacking strategy, Dropbox started a referral program. They offered incentives to users who would refer the Dropbox services to their friends and acquaintances. The Dropbox signups increased by 60 % after they started the referral program. In the future stage of growth hacking strategy, Dropbox offered to give the users a 125 MB increase in storehouse space if they liked and connected with Dropbox on Facebook or followed the brand on Twitter. They got around 700,000 Twitter followers using this scheme. In the third phase, Dropbox ran a contest called Dropquest. In the contest, users had to go through different puzzles and scavenger hunts. Those who complete and got a place in the circus tent 176 got dislodge space. The announcement on their web log generated quite a lot of Likes and Tweets. Soon Dropbox was a wellknown post with a huge fan following and a significant drug user al-qaeda.
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The engineering aided marketing or digital market is a very effective creature for marketers and can generate huge returns with optimum cost. The lone challenge is that the marketers should carefully select which are the most effective tools and how they are to be utilized to achieve the target objectives. And if Digital Marketing 1.0 is not working, you always have the tools of Digital Marketing 2.0 to create excitement in the marketplace .
( The generator is a Professor of Digital Marketing and Business Analytics. The views expressed here are his own and not that of any constitution ) .
