Google Ads presents a tremendous opportunity for shoe companies to promote their brand and products by targeting potential customers actively searching for footwear online. Running successful Google Ads campaigns requires in-depth expertise in areas like keyword research, ad copywriting, campaign optimization, and analytics integration. While a DIY approach may seem tempting, Choosing A Google Ads Agency like Websites That Sell specializing in shoe brand Google Ads management is key to maximizing your return on ad spend.
However, not all Google Ads agencies are created equal. Finding one with proven experience successfully driving traffic, leads, and sales specifically for footwear companies takes research. There are key factors to look for when evaluating prospective Google Ads management partners for your shoe brand.
Verify Experience Optimizing Shoe Company Ads
Look for proven success managing Google campaigns specifically for footwear brands like yours. Relevant niche experience translates to better campaign performance. Ask for case studies and examples of ads they’ve created.
Request a Comprehensive Keyword Analysis
The top agencies will do in-depth research on relevant keywords for your shoe styles, brand names, and target customer demographics. These insights inform highly targeted ad copy, landing pages, and targeting.
Evaluate Their Google Shopping Abilities
Google Shoррing аԁs ԁrive signifiсаnt trаffiс аnԁ сonversions by showing your рroԁuсts in seаrсh results. Ensure the аgenсy is highly skilleԁ аt setting uр аnԁ oрtimizing Shoррing саmраigns.
Confirm Integration with Google Analytics
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Assess Campaign Management Process
Ask in ԁetаil how they struсture саmраigns, mаnаge biԁs, сreаte аԁ сoрy аnԁ imаgery, tаrget сustomer segments, аnԁ reрort on рerformаnсe. Look for hаnԁs-on mаnаgement аnԁ oрtimizаtion.
Review Sample Ad Creative
Evaluate sample ad copy and display formats the agency has designed, both text and visuals. Creative should align with your brand style and appeal directly to your target customer interests.
Compare Pricing Models
Budget-friendly options like cost-per-click rather than agency retainers give you flexibility. Review if any minimum monthly ad spend commitments apply. Understand all fees.
Verify Ongoing Optimization
Google Ads requires constant fine tuning as products change. Ensure the agency actively monitors, tests and optimizes your campaigns frequently for maximum results.
Evаluаte Suррort for Exраnԁeԁ Cаmраigns
As your business grows, саn they sсаle your саmраigns uр асross Google’s full suite inсluԁing Shoррing, Seаrсh, Disрlаy аnԁ even YouTube viԁeo аԁs?
Request Client Referenсes
Tаlk to сurrent сlients using the аgenсy аbout their exрerienсe аnԁ рerformаnсe. Soliԁ referenсes inԁiсаte аn estаblisheԁ serviсe reрutаtion аnԁ sаtisfieԁ сustomers.
Conсlusion:
In аn inсreаsingly ԁigitаl retаil mаrketрlасe, the right Google Aԁs аgenсy рroviԁes а strаtegiс аԁvаntаge for shoe сomраnies аiming to сonneсt with moԁern сustomers online. They hаnԁle аll the intensive саmраign mаnаgement ԁetаils, аllowing you to сonсentrаte on your рroԁuсts аnԁ serviсe. Investing in а ԁаtа-ԁriven, oрtimizeԁ Google Aԁs рresenсe fuels brаnԁ growth by рutting your shoes in front of motivаteԁ shoррers ԁuring their рroԁuсt seаrсhes. With аn аgenсy раrtner intimаtely fаmiliаr with рromoting footweаr brаnԁs through tаrgeteԁ аԁ саmраigns, you саn сonfiԁently enhаnсe your online visibility аnԁ сonversions.
Why settle for surface-level insights when you can dive deep into the hookah market research in the US, exploring consumer preferences, shisha smoking trends, the competitive landscape, and understanding the consumer base? The landscape of hookah and shisha smoking culture is evolving, with market trends, opportunities, and growth playing a significant role, and understanding its dynamics is crucial for anyone looking to make their mark. This exploration isn’t just about numbers and charts; it’s an invitation to grasp the trends, preferences, market growth, market segmentation, and opportunities that define the American hookah (shisha smoking) scene today, including its market share. From traditional enthusiasts to curious newcomers, the insights from comprehensive market research, including competitive landscape, product benchmarking, and company overview, can guide strategies, innovation, and connections within this unique sector, highlighting opportunities. Let’s unravel the threads that weave together the current state and future potential, forecast, and opportunities of the US hookah market through research.
Key Takeaways
The hookah market in the US is experiencing significant growth, driven by cultural trends and a surge in social smoking among younger demographics. Embracing this trend can open new avenues for businesses in the hospitality and retail sectors.
Online sales platforms are playing a crucial role in the expansion of the hookah market, offering a wider variety of products and flavors. Retailers should consider enhancing their online presence to tap into this growing segment.
Understanding the latest product trends, such as the popularity of flavored tobaccos and innovative hookah designs, is essential for businesses looking to cater to the evolving preferences of hookah enthusiasts.
Navigating the regulatory landscape is critical for stakeholders in the hookah market. Staying informed about local and federal regulations can help businesses operate compliantly and avoid potential legal pitfalls.
Effective marketing strategies, particularly those leveraging social media and influencer partnerships, have proven successful in attracting a younger audience to hookah culture. Businesses should consider adopting similar approaches to reach their target demographics.
The future outlook of the hookah market in the US appears promising, with continued growth expected. However, staying adaptable to changes in consumer behavior, regulations, and technological advancements will be key to long-term success.
Hookah Market Overview
Growth Trends
The increasing popularity of hookah lounges, especially among millennials and Gen Z, marks a significant trend in market trends, market segmentation, and market share, as indicated by market research future. These age groups, a key market segmentation, are drawn to the communal and relaxed atmosphere that hookah smoking offers, with players in the region introducing various flavor options. Social media has played a pivotal role in the development and expansion of hookah culture, with influencers and key players showcasing and sharing their experiences and flavor preferences. This visibility has made smoking hookah a trendy activity. The US’s cultural diversity has enriched the hookah market, introducing various traditional practices and flavors to a broader audience.
Industry Stats
Recent research and statistics reveal a noticeable growth and forecasted development in the hookah market size within the US. Compared to previous years, research and product benchmarking forecast that the company’s market has seen an uptick in user engagement and sales. This growth is partly due to the novelty and variety that hookah tobacco products offer over traditional smoking options. Leading brands, recognized as innovative companies, have captured significant market share by innovating flavors and enhancing user experience through research, contributing to the overall expansion and potential forecast of the global hookah market.
Market Segments
The hookah market, as forecast by research company, is diverse with traditional and modern hookahs as key segments, showcasing potential. Recently, disposable and portable hookahs have surged in popularity, appealing to users seeking convenience, according to market research forecast by a leading company. Research on demographic segmentation in the global hookah market shows varied preferences across age, gender, and ethnicity, indicating a broad target audience for shisha smoking products, with the hookah market size forecast revealing extensive growth.
Stakeholder Benefits
Manufacturers benefit from increased innovation, allowing them to capture more market share with unique offerings. Retailers see advantages in expanding product lines to include a wider range of hookahs and accessories. For entrepreneurs, the rising trend opens opportunities for opening new hookah lounges, tapping into the growing demand among younger demographics.
Exploring the Surge
CAGR Insights
The hookah market, according to company data, has been witnessing a steady growth, with a Compound Annual Growth Rate (CAGR) statistic of approximately 8%. This rate, a notable company statistic, outpaces many other tobacco-related markets, highlighting the unique appeal of hookah. Analysts project that, given current trends in the global hookah market, the statistic of the CAGR for the company’s hookah market size could rise even further in the coming years. This surge is driven by an increasing interest in flavored tobacco and the social aspect of hookah smoking.
Consumer Behavior
Preferences among users, specifically in the global hookah market, show a significant tilt towards group sessions over solo ones, with hookah smoking being a common company statistic. This trend underscores hookah’s role in fostering social connections. However, health consciousness is beginning to impact consumption patterns. More consumers are seeking out herbal and non-tobacco alternatives, reflecting a shift towards healthier options. Despite this, hookah remains a staple at social gatherings and events, where its communal nature enhances the experience.
Online vs Retail
The battle between online platforms and physical retail stores for sales supremacy is ongoing. Online shopping offers unparalleled convenience for purchasing hookahs and their accessories, making it a preferred choice for many. Yet, brick-and-mortar stores provide an experiential advantage that online platforms can’t match. Customers appreciate the hands-on experience and expert advice available in-store at our company’s market.
Online Market Dynamics
E-commerce Growth
The rise of hookah sales through e-commerce platforms has been significant. Data shows a marked increase, especially during the COVID-19 pandemic. This period saw a shift in consumer behavior in the market, with more people opting to shop online for hookah products from our company.
Retailers have recognized the importance of having user-friendly websites for their market and company. Such sites make it easier for customers to browse and purchase their preferred hookah items from the company’s market. This ease of access has contributed greatly to the growth of the online hookah market sales.
Consumer Preferences
Flavor preferences vary widely among different demographics. Younger consumers in the market tend to favor fruity and exotic flavors, while older demographics might prefer traditional tastes.
There’s a growing market demand for natural shisha over synthetic options. Consumers in the market are becoming more health-conscious and are seeking out natural ingredients in their shisha.
Customizable hookah setups have also seen an increase in market preference. Users enjoy being able to tailor their smoking experience according to their personal tastes and needs through the online hookah retailers like Hookah Vault.
SEO Strategies
For hookah-related content, keyword research is crucial. It helps businesses reach their target audience more effectively.
Local SEO plays a vital role in the market for hookah lounges and shops. It ensures that these businesses appear in market search results for individuals seeking such services in their area.
Content marketing strategies have proven effective for hookah businesses. Engaging and informative content can attract potential market customers and keep them coming back.
Retail Market Insights
Customer Experience
The success of hookah lounges and retail market hinges on exceptional customer service. It’s not just about selling a product in the market; it’s about creating an experience. The ambiance plays a crucial role here, setting the mood for a relaxing or social smoking session. Soft lighting, comfortable seating, and culturally rich decor can significantly enhance the hookah experience.
Loyalty programs and promotions have a strong impact too. They keep customers coming back to the market by rewarding them for their patronage. This approach fosters a sense of community and belonging among patrons.
Location Importance
The right location, considering the market, can make or break a hookah lounge or retail store. Being close to universities and nightlife areas taps into a vibrant market customer base that values social experiences. These spots are bustling with potential customers looking for leisure activities in the market.
However, zoning and regulatory hurdles must be navigated carefully. New establishments need to comply with local laws, which can vary widely. A good location balances high foot traffic with compliance ease in the market.
Inventory Selection
A diverse inventory caters to the broad palette of tastes in the hookah market. Today, there’s a growing trend towards organic and exotic shisha flavors in the market, reflecting consumers’ desire for unique experiences, with online hookah retailers like Hookah Vault leading the charge. These offerings can set a lounge or retailer apart from competitors in the market.
Furthermore, the demand in the market for high-quality hookahs and durable accessories is rising. Customers in the market are willing to invest more in products that promise better performance and longevity.
Product Trends
Popular Flavors
In the US market, mint, watermelon, and blueberry consistently rank as top-selling hookah flavors. However, seasonal variations see a spike in market demand for spiced flavors like pumpkin in fall or refreshing citrus in summer. Recently, exotic combinations and dessert-inspired flavors are gaining traction in the market, signaling an evolving palette among hookah enthusiasts.
Innovative Products
The hookah market is witnessing a surge in innovation, particularly in design and technology. Electronic hookahs and vaporizers are becoming popular in the market for their convenience and reduced health risks. Moreover, there’s a growing interest in the market for eco-friendly hookahs made from sustainable materials, reflecting a broader trend towards environmental responsibility.
Accessory Trends
Accessories enhance the hookah experience significantly. Wind covers, heat management devices, and LED bases are among the most sought after in the market for their practicality and aesthetic appeal. Custom-made hoses and mouthpieces allow users in the market to personalize their setup. Also, with the increasing complexity of hookahs, cleaning and maintenance accessories have become indispensable for ensuring longevity and optimal performance in the market.
Regulatory Landscape
Federal Regulations
The FDA plays a crucial role in shaping the hookah market. It enforces regulations that directly affect hookah tobacco sales. One significant regulation is the tobacco taxation, which has a noticeable impact on market sales figures. Moreover, federal age restrictions now mandate that individuals must be at least 21 years old to purchase hookah products in the market. These measures aim to reduce tobacco use among younger populations.
State-Specific Laws
Hookah regulations vary widely across states. Some have strict indoor smoking bans that significantly affect the market for hookah lounges. For example, California and New York enforce comprehensive market restrictions, making it challenging for lounge owners to operate. On the other hand, states like Florida and Texas offer more leniency. State-level taxation adds another layer of complexity to the market, influencing hookah sales differently from one state to another.
Compliance Challenges
For hookah businesses, navigating the regulatory and market landscape is fraught with challenges. Compliance with both federal and state laws can be particularly burdensome for small businesses due to high costs. New entrants to the market often encounter common pitfalls, such as underestimating the importance of licensing or failing to adhere strictly to age verification processes. These mistakes can lead to hefty fines or even business closure.
Marketing Strategies
Digital Marketing
Email marketing has shown remarkable effectiveness in promoting hookah products. It allows for direct communication with interested customers in the market, offering them deals and new product information. Influencer partnerships have become a cornerstone in reaching younger demographics who value authenticity in the market. These partnerships leverage social media’s vast reach to introduce and market hookah products to new audiences. Furthermore, video content plays a crucial role in the hookah market by demonstrating how to use hookahs and sharing reviews. This visual approach helps demystify the product for newcomers in the market and provides valuable insights.
Social Media Presence
Social media platforms significantly influence the market promotion of hookah culture. They offer a market space where brands can share engaging content that resonates with their audience while navigating platform-specific regulations. Successful strategies include creating visually appealing posts and interactive stories that encourage user participation in the market. Some hookah brands have launched campaigns that became viral, effectively boosting their visibility and market share.
Branding Techniques
In the competitive hookah market, unique branding is essential for standing out. Packaging design that appeals to target demographics can make a significant difference in market consumer choices. Moreover, storytelling has emerged as a powerful tool in brand marketing for hookah companies. It creates an emotional connection with market consumers, sharing the brand’s values and history through compelling narratives.
Future Outlook
Market Predictions
The hookah market is on a remarkable trajectory. In the next five years, experts forecast significant growth. This growth stems from both an increase in consumer interest and the introduction of innovative products in the market. The current state of the market suggests it could be worth several billion USD by the end of this period.
Shifts in consumer behavior are also expected to play a crucial role in the market. Young adults show a growing preference for social smoking experiences, which bodes well for the hookah market industry. Emerging technologies like smokeless hookahs could revolutionize the market, making these products more accessible and appealing to how people engage with them.
Emerging Segments
New market segments are swiftly gaining traction. Among these, CBD-infused shisha stands out in the market, combining relaxation with non-traditional smoking experiences. The luxury hookah segment in the market is also expanding, catering to consumers seeking premium experiences.
Another promising area is hookah catering services at events. This service adds an exotic touch to gatherings and is becoming increasingly popular at weddings and corporate events.
Potential Challenges
The industry faces potential hurdles as well. Regulatory changes could impose stricter controls on hookah products, affecting their market accessibility. Maintaining high product quality amidst rapid expansion remains a challenge for many manufacturers.
Public health campaigns against smoking present another obstacle. They serve as a stark reminder of the health risks associated with smoking, potentially influencing consumer attitudes towards hookah use.
Final Remarks
The hookah market in the US is booming, and you’re right in the thick of it. From the surge in popularity to the evolving online dynamics, retail insights, product trends, regulatory landscape, and marketing strategies, we’ve covered the ground. The future looks bright but navigating it requires savvy. You’ve got the insights; now it’s about leveraging them. Stay ahead of the curve by adapting to changes swiftly and keeping your finger on the pulse of emerging trends.
Dive deeper into this lucrative market. Explore new opportunities, innovate, and differentiate your offerings. Remember, knowledge is power, but action drives success. Don’t just sit on this goldmine of information; use it to carve out your niche in the hookah market. Ready to make a splash? Let’s get rolling. Your next big move starts now.
Frequently Asked Questions
What is the current state of the hookah market in the US?
The US hookah market is experiencing significant growth, driven by increasing popularity among young adults and the introduction of various flavors and innovative products.
How has the hookah market changed recently?
Recent changes include a surge in online sales, evolving consumer preferences towards flavored tobacco, and an increase in social smoking practices.
What dynamics are influencing the online hookah market?
The online market is booming due to convenience, a wider selection of products, competitive pricing, and increased consumer engagement through social media platforms.
Can you provide insights into the retail hookah market?
Retail outlets are expanding their product ranges to include exotic flavors and premium hookahs, focusing on enhancing customer experience to drive foot traffic.
What are the latest trends in hookah products?
Recent trends show a preference for innovative designs, eco-friendly materials, and unique flavors that cater to individual tastes and health-conscious consumers.
How is the regulatory landscape affecting the hookah market?
Stricter regulations on tobacco products, including flavor bans and age restrictions, are challenging the market, pushing companies to adapt with compliant offerings.
What marketing strategies are effective in the hookah industry?
Successful strategies involve leveraging social media for brand awareness, targeting millennials with experiential marketing, and emphasizing product quality and safety standards.
The fastest e-Commerce approach possible is digital marketing. In this marketing technique, we can purchase or sell quickly. With the aid of digital marketing, you can meet the widest possible audience or client, and you can do it quickly. It is extremely relevant in today’s commerce environment. This technology improves the pace and accuracy of our operations. Orthodox offline marketing strategies are much more expensive than digital marketing. However, one of the most significant advantages of digital marketing is the simplicity with which effects can be measured and controlled. You can easily view consumer reaction rates and calculate the effectiveness of your marketing strategy in real-time, allowing you to prepare more efficiently for the next one, rather than doing costly customer analysis. This paper attempted to emphasise the significance of digital marketing in the modern world.
Keywords: digital marketing, leadership, technology, organization
INTRODUCTION
The terms “digital marketing” and “internet marketing” are often interchanged. The practise of advertising a company, service, or commodity on the internet is known as digital marketing. Simply put, digital marketing varies from conventional marketing in that it employs online platforms and strategies to enable companies and organisations to track the progress of their marketing efforts, sometimes in real time, in order to better understand what works and what doesn’t. Most businesses also established an online presence in the twenty-first century. E-mail was often used, and technologies allowed citizens to manage it quite quickly.
For a long time, databases were managed using customer relationship management (CRM) systems. Such firms used a similar tactic to press ads by posting posters on websites. Forward-thinking businesses were developing their search engine strategies and also collaborating with affiliates. Much of this was internet marketing, and it was just a matter of time before online marketing departments and experts appeared. 2016 (Kingsnorth). The most popular form of digital marketing is the company’s website, which serves as the hub for all of the company’s online operations. Email marketing, search engine optimization (SEO), pay-per-click (PPC) advertisements, and social networking are both used by savvy advertisers to direct eligible traffic to a website or attract return visits and purchases.
Digital marketing is the use of one or more types of social communication to promote goods or brands. ‘Online marketing,’ ‘internet marketing,’ and ‘mobile marketing’ are also terms used to describe digital marketing. The word “internet marketing” has gained in popularity in recent years, particularly in some countries. In the United States, internet marketing is still popular; in Italy, it is known as web marketing; but, in the United Kingdom and across the world, digital marketing has been the most common concept. Digital marketing is a form of marketing that places and sells goods using digital technologies.
Consumers already have access to content at any moment and from any location thanks to the widespread use of digital media. The use of the internet continues to grow across the world, with digital marketing being a more significant source of strategic advantage in both B2C and B2B environments. There has been a lot of emphasis on the enormous opportunity that digital marketing offers, but there has been no focus on the actual obstacles that businesses face as they go digital. Digital marketing refers to the promotion of goods or services through the use of digital media, such as the Internet, smart phones, display ads, and some other digital tool. The Internet is a participatory tool. It facilitates the trade of currencies, but it also facilitates the exchange of money.
On the Internet, a company may obtain value from its customers in the form of time, attention, and activism. Value may be applied to the consumer in the context of fun, enlightenment, and utility; content marketing is one effective way to do so. The concepts of conventional marketing are built on and adapted in a modern marketing approach that takes advantage of the possibilities and challenges presented by the digital medium. A digital media approach can be iterated and evolved on a regular basis. Digital marketers can be actively optimising and refining their web marketing campaigns because the Internet provides for near-instantaneous input and data collection.
CHANNELS OF DIGITAL MARKETING
The digital marketing industry has developed a number of digital marketing channels to assist advertisers in attracting the appropriate customer to the good or service being promoted. This surge in digital media necessitates a brand’s need to have a strong online presence and project a picture that is consistent with the medium being utilised, as well as their vision and goal. As a result, it’s critical to consider not just what digital marketing can do with your brand or company, but also the variety of different digital marketing platforms and how to use them effectively.
It is critical to understand the digital media platforms in which your company or enterprise has to be sold in order for a digital marketing strategy to be rock strong to deliver as intended. Not every medium or digital marketing network is appropriate for companies and products across sectors and markets. The best digital marketing channel for your brand or industry is often determined by the business priorities of your company. If your aim is to produce leads for your business and you’re a B2B company, it’s more practical to use websites that are focused on business and provide functionality that will assist you in generating leads.
EMAIL MARKETING
Email marketing, as the term implies, is a digital marketing channel that uses emails to promote products and companies. Although email marketing has the potential of ending up in the Spam archive, it is also an effective way to increase your brand’s or business’s exposure. Not only is email marketing used to raise brand interest, but it’s often used to create leads, showcase product deals, send out emails, and more.
SEARCH ENGINE MARKETING
SEM, or Search Engine Marketing, occupies the ground that SEO leaves unexplored: paying traffic from search engines. SEM allows you to buy ad space on a user’s search engine results page (SERP). Google AdWords is the most widely used paying search site. And there’s Bing Advertising. The search engine costs a marketer a set fee to position an advertisement in several locations on a SERP based on certain keywords or phrases. Pay-per-click ads, or PPC, is an example of SEM.
PPC is a form of digital marketing in which a business is charged by search engines each time their ad is clicked. In recent months, social media sites have begun to use PPC ads. These advertisements appear in the news feeds of a company’s target market. This system provides an excellent illustration of how various forms of digital marketing interact to shape a comprehensive digital marketing plan. In this case, SEM and social network ads are intertwined.
AFFILIATE MARKETING
The method of paying for conversions is referred to as affiliate marketing. Consider it as though you were recruiting a salesperson to promote a goods or service. A commission is paid to the affiliate. For affiliate marketing, you set the rate. Conversions are the one thing you have to budget for. Which ensures the affiliate marketing has no upfront costs. Affiliate marketing is used by many blogs and e-commerce portals. Ensure that all of your terms and boundaries are discussed when you decide to use affiliate marketing. Since the affiliate is a representative of your business, you want them to spread the word about it. Consider what terms you’d like the affiliate to use. You would, of course, make the contract work with the affiliate as well.
INFLUENCER MARKETING
Influencer marketing is one of the most recent forms of digital advertising. To boost traffic and purchases, influencer marketing employs individuals with a large online following who are deemed specialists by the target market. Influencer marketing is widely used on social networking platforms such as Instagram and Snapchat. Companies pay Instagram users with wide followings to advertise their product by sharing one or more images with it. Companies are also engaging in Instagram or Snap chat “takeovers,” in which a hired influencer takes ownership over the company’s social networking site for a set period of time, usually a day.
This influencer takeovers bring the influencer’s audience to your social networking platforms, resulting in more potential fans and exclusive views. Before you plan to do business with an influencer, make sure you do your homework on them. You should check their Google analytics to ensure that their audience is genuine and not made up of false accounts.
SOCIAL MEDIA MARKETING
Social media marketing is one of the most common forms of digital marketing. The growth of social media sites such as Facebook, Twitter, LinkedIn, Instagram, YouTube, and others has provided a burgeoning arena for companies to engage with customers. As new channels have emerged and developed, each has its own set of benefits that marketers can leverage to enter new audiences. B2B companies will profit from LinkedIn, whereas B2C businesses have a variety of sites to pick from, based on their target demographic and the types of content they will create.
PPC (PAY PER CLICK)
The handling of paying advertisements in a search engine’s search results is classified as search, or PPC. These paying advertisements are usually shown above or to the right of the ‘organic’ search results, and they may be very cost efficient. When you pay per view, you only pay when a potential buyer clicks on your advertisement. You will keep the costs under check by having a regular budget of, say, €5.
ONLINE ADVERTISING
Since you are posting on other people’s blogs, online advertising varies from PPC. For example, you may like to purchase banner space on a particular website and compensate the website owner depending on the amount of impressions or clicks the advertisement gets.
Some specific benefits of digital marketing include:
1. Low-cost: You can quickly plan a viable internet marketing campaign inside your budget while using digital marketing, which is a low-cost tactic as compared to other promotional platforms such as radio, television, and others. A well-executed digital media strategy will target a wider audience with less money than conventional marketing strategies.
2. Increased exposure: With a modest commitment, turn to a digital media strategy to reach a larger number of prospects. Find yourself where the target customers are looking. When you use digital ads, you can see long-term effects.
3. Save Time: Through digital ads, you will get real-time results in a short amount of time. For both of us, time is valuable, so why waste even a nanosecond? You will see the number of visits to the platform, the conversion rate, the peak trading hour, how many subscribers have added you in a day, and more through digital marketing.
4. Social currency: Using various forms of advertising, digital marketing allows you to build entertaining campaigns. These campaigns have the potential to go viral on social media sites, spreading from one individual to the next and attracting social capital.
5. Identity Building: Any company strives to create a strong brand, and digital media will benefit by spreading it through all channels. The more viral your brand becomes, the better credibility it can gain in the eyes of both search engines and consumers.
Challenges facing digital marketers
• The growth in new channels. Consumers communicate with a number of interactive platforms and technologies that use a variety of standards, parameters, and interfaces, and they interact with those products in a variety of forms and for a variety of reasons.
• Increasing the level of rivalry As opposed to conventional media, digital platforms are comparatively inexpensive, rendering them accessible to almost any enterprise of any scale. As a consequence, capturing the interest of customers is becoming more difficult.
• Data sizes are exploding. In digital platforms, consumers leave a massive data trail. It’s extraordinarily difficult to keep track of all that data, let alone locate the correct data inside exploding data quantities to aid in decision-making.
ONLINE ADVERTISING: INDIAN PERSPECTIVES
In India, online advertisement is still in its infancy, although it has already established itself in other parts of the world. India’s online advertisement market share is minuscule in comparison to the rest of the world. However, in developed countries such as India, Internet users are increasingly increasing, and the country has enormous potential. Leading marketers in India are beginning to advertise online, albeit at a sluggish rate. Indian businesses are now taking a keen interest in using the internet to promote their goods and services. Finance is already the most dominant industry of online advertisement, accounting for roughly 40% of overall online advertising in India.
HDFC, Citibank, SBI, and UTI are some of the leading companies in this field. FMCG products have just recently begun to arrive, driven by firms such as Hindustan Lever, Procter and Gamble, and others. India has one of the world’s fastest expanding economies. According to the Economic Survey of India, India’s Gross Domestic Product (GDP) will rise at a pace of 6% in fiscal year 2013-14. India’s rapid development after the 1991 implementation of the Industrial Policy, along with the recent economic downturn in industrialised western countries, has rendered it one of the most sought-after investment destinations on the planet.
In addition, a vast population with steadily growing buying power has culminated in a massive and profitable industry. This bodes well for the Indian advertising industry, which is now looking to leverage the internet’s benefits to boost its development. For the financial year 2009-10, the total online advertising market in India was estimated at INR 785 crores, and it is expected to expand in the coming financial year. This is a significant growth of nearly 26% from the preceding fiscal year.
Display advertisements account for the majority of this revenue generation, accompanied by text advertisements: display advertisements contributed INR 417 crores to overall revenues raised by the industry in 2009-10, while text advertisements contributed INR 368 crores. In the financial year 2013-14, display advertisements are expected to increase by 30%, led by text advertisements, which are expected to grow by 26% over the same time. In comparison to industrialised western countries, India’s internet advertisement industry is also insignificant. Online advertisement is one of the most often discussed topics in the advertising sector. Because of its many benefits over conventional ways of advertisement, online advertising has now become a huge sensation in developed countries, drawing both marketers and customers. “The Internet has been the most fundamental improvement throughout my lifespan and for hundreds of years,” Rupert Murdoch famously said. This argument, coming from one of our time’s most powerful figures, encapsulates the value of connectivity and media. The Internet has altered the laws of contact as a whole.
Advertisers are no exception to the fact that the internet is the only location that the world needs to be. Advertisers’ the preference for is attributed to the many advantages it has over other modes of advertisement, not because of a rat-race. “You can purchase attention,” said David Meerman Scott, a well-known marketing expert and speaker (advertising). You should beg the public to pay heed to you (PR). You should annoy people one by one and gain their focus (sales). You will also gain exposure by making something useful and fascinating and then freely sharing it online.” David Meerman Scott is a well-known marketing expert and speaker.
While the fact that online advertisement is entirely free could be exaggerated, online advertising’s cost-effectiveness cannot be questioned. Online advertisement strategies are, arguably, contributing to substantial cost savings in merchant-to-consumer purchases. Merchants may use the techniques to bring insights to customers who trust it the most and are most willing to act on it. Online advertisement accounts for almost 9% of all advertising in the United States, according to David Evans’ study paper “The Online Advertising Industry: Economics, Evolution, and Privacy.”
In the United States, online ads began in 1994, when Hot Wired, a web journal, sold a banner ad to AT&T and placed it on their website. The origins of online advertisements are a hotly debated subject among academics. Even though there is a lot of research being done on the subject in industrialised countries like the United States, the amount of advertisement research in India is restricted. There is no evidence available in India on the origins and growth of online ads, and almost no study is currently being conducted on its potential prospects. While there are a few industry-specific reports, there is no genuine empirical study in the field in our region. Except in the global sense, studies in the area of online advertisement did not begin until the late twentieth century.
• Berthon, Pitt, and Watson’s paper in the Journal of Market Science on online advertising is widely regarded as the first genuine research analysis in the area. However, there is a serious scarcity of genuine scientific publications on the subject in India.
Reasons for the growth of online advertising in India
• Web advertising is comparable to other promotional mediums in terms of reaching a vast range of prospective customers worldwide.
• The web page may be changed at any time, and making updates or corrections is easy. • Internet advertising is available 24 hours a day, seven days a week, and 365 days a year.
• Particular interest groups or people may be advertised in online advertisements.
• Convergence of text, audio, images, and animation may be used easily in online advertising.
• As compared to conventional advertising, online advertisements are less expensive. There are no printing or mailing charges, for example.
There are three keys to performance in digital marketing.
What would it mean to do successful digital marketing? Here are three guides to performance in digital marketing:
1. Organize and manage diverse client interactions through a combination of digital and conventional platforms.
2. React to complex consumer encounters and initiate them.
3. Allow smart choices quicker by extracting meaning from big data.
LITERATURE REVIEW
Marketing’s primary goal is to maintain client connections. “Marketing is the operation, collection of institutions, and processes for developing, connecting, distributing, and sharing services that have meaning for consumers, companies, associates, and society at large,” according to the American Marketing Association (AMA). Marketing has two goals: to draw new consumers and to retain and expand existing customers while providing satisfaction. It is a method by which businesses generate value for their consumers and establish long-term, strong consumer relationships in order to derive value from them. Armstrong (2012), p. 8.
Differentiation is a critical component of placement. The product or service is distinguished from related goods or services by distinction. The differentiation phase consists of three steps: defining a series of potential consumer benefit gaps, selecting the appropriate strategic advantages, and deciding on a positioning strategy. The line of goods, programmes, photographs, individuals, and platforms will all be used to differentiate. A competitive edge is achieved through delivering superior value to customers, either by cheaper costs or improved incentives than rivals, which warrant higher prices. Kotler (2013), p. 221.
Armstrong et al. (2012: 226) characterise commodity as “something that may be sold to a consumer for attention, purchase, usage, or use that can fulfil a customer’s wants or needs.” The term “product” refers to more than just physical objects. Physical goals, programmes, activities, people, locations, organisations, concepts, or a combination of these considerations may also be considered. Services receive special consideration because they are so important to the global economy. Services are a kind of intangible commodity that comprises of activities and rewards that are sold but are basically intangible and cannot be owned. 226 (Armstrong 2012).
When launching a product or service, channel participants add value by bridging the significant time, location, and processing differences that distinguish products and services from their customers, according to Armstrong et al. (2012: 328). This may be accomplished by the use of a variety of customer and company marketing platforms, or a mixture of them. User! wholesaler! manufacturer! customer or producer! consumer is an example of a pipe. The first choice has a greater number of intermediaries than the second. As a result, the last one is referred to as a direct marketing channel, while the others are referred to as indirect marketing networks since they include more intermediaries. 326–329. (Armstrong 2012: 326–329)
To consider that a business should use a particular channel, one must first identify a trend of how customers often approach the purchasing process. The buying funnel, also known as the marketing funnel, is used to describe this method. 3) (Haven 2007) The AIDA model (Awareness, Intention, Desire, and Action) outlines the actions a buyer takes before making a buying decision. There are many variations of the buy funnel, but they are all focused on the AIDA model (Awareness, Intention, Desire, and Action). According to Kotler et al. (2013: 161), the consumer goes through five phases while introducing a new product, but in more regular transactions, the buyer skips any of the stages. The standard purchasing funnel outlines the steps that lead to a purchase. Forrester’s model was used as an illustration of this analysis since there are many variations of the model.
DATA ANALYSIS
SEX
Responses
Number of respondents
Male
60
Female
40
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 60 were male while 40 respondents were female respondents.
AGE GROUP
Responses
Number of respondents
18-30years
40
31-45years
50
Above 45years
10
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 40 respondents are of age group between 18- 30 years old and another 50 respondents are of age group between 31-45 years old and the remaining 10 respondents are of age above 45 years.
OCCUPATION
Responses
Number of respondents
Student
10
Working in private firm
25
Working in government firm
50
Retired
15
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 10 respondents are students while 25 respondents are working in private firm and the another 50 respondents are working in government firms and the remaining 15 respondents are of retired class.
ANNUAL INCOME
Responses
Number of respondents
>3lacs
20
3.1- 6lacs
60
<6lacs
20
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 20 respondents are less than 3lacs while 60 respondents have an annual income between 3.1-6lacs and the remaining 20 respondents have an annual income above 6lacs.
Q5. Organization’s HR executives use digital marketing for fulfilling all the business needs and strategies?
Responses
Number of respondents
Strongly agree
30
Agree
20
neutral
5
Disagree
30
Strongly disagree
15
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 30 respondents strongly agree and 20 respondents agree with this point while 5 are neutral about this statement and other 30 respondents disagree with this statement and the remaining 15 respondents strongly disagree with the statement.
Q6. Efforts are required to create awareness amongst the employees about the organization’s financial position, customer needs, quality of product/ services, cost, etc.
Responses
Number of respondents
Strongly agree
40
Agree
15
Neutral
5
Disagree
15
Strongly disagree
25
Data interpretation
`The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 40 respondents strongly agree that the efforts are required to create awareness amongst the employees about the organization while 15 respondents agree with the same thing and other 15 respondents disagree with the statement and the remaining 25 respondents strongly disagree with the above statement.
Q7. Is digital marketing essential for proper functioning of the organization?
Response
Number of respondents
Strongly agree
35
Agree
20
Neutral
10
Disagree
15
Strongly disagree
20
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 35 respondents strongly agree with the statement and 20 respondents agree while 10 respondents neutral and 15 respondents disagree with the statement and lastly the remaining 20 respondents strongly disagree with the statement.
Q8. What all are the responsibilities that a HR has to handle?
Responses
Number of respondents
Unity and balance of responsibilities all the employees of the organization
20
Paychecks and salary related queries
20
Employees problems related to work/ worklife balance
15
None of the above
5
All of the above
40
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 20 respondents responded that unity and responsibilities of all employees is of HR while 20 says the pay related is the responsibility of HR and majority of 40 responsibilities says all of the above.
Q9. Is proper usage of digital marketing essential for the smooth functionality of any organization?
Responses
Number of respondents
Yes
80
No
20
Data interpretation
The analysis of the data was done with 100 respondents and it was observed that out of all the respondents 80 respondents responded that the digital marketing is important for the smooth functionality of any organization while remaining 20 respondents denied with this justification.
CONCLUSION
The primary goal of the data collection was to investigate the significance of digital marketing in the modern age. What are the different issues that digital marketing faces? It also demonstrated how digital marketing contributed to India’s growth. “Digital marketing plays a critical role in business development. Since it has less resources and money to advertise around the planet. And, if there are any improvements in the product, we will quickly adapt, which creates more exposure than conventional ads. As a result, it plays an important role in product recognition (i.e. especially in New product introducing). We get to use several different kinds of resources in digital marketing, because we have a variety of options.
REFERENCES
Brilliant Noise, (2012) Brilliant Model: the Loyalty Loop. [Online] Available at: ttp://brilliantnoise.com/brilliant- model-the-loyalty-loop/#more-3873 [Accessed 28 August 2013].
Cendrowski, S., (2012) Nike’s new marketing mojo. [Online]
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Internet for Rural India (2009) A report published by Internet and Mobile Association of India.
Internet Advertisements (2010) A report published by Internet and Mobile Association of India.
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Krishnamurthy, S. (2006). Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities.Business Horizons. 49(1), 49, 51, 60.
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Prahalad, C.K. and Ramaswamy V. (2005). The Future of Competition: Co-Creating Unique Value with Customers. Boston, Massachusetts: Harvard Business School Press.
M. S. Khan and S. S. Mahapatra,(2009). Service quality evaluation in internet banking: an empirical study in India.Int. J. Indian Culture and Business Management, vol. 2, no. 1, (2009), pp. 30-46.
Mangles, C. a. (2003). Relationship marketing in online business-to-business arkets: a pilot investigation of small UK manufacturing firms.European Journal of Marketing, Vol. 37 No. 5/6, pp. 753-773.
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Companies in 21st century have to adapt to ever changing environment. At present, companies represent a curious mix of old as well as the new economy. A great deal of research has already been done with respect to the old economy, but for the new economy, companies are learning it rather hard way. Companies have to choose elements from old and new economy wisely as to build a business model which would bring value to the company.
Technology revolution, globalization and market deregulation factors are among many sculpting the new economy. These 3 factors interact with each other at different levels creating the driving force for the new economy. The old economy was full of analog devices, which were running on a continuous signal wave, for example, gramophone records. In today’s world systems and devices are running on digital technology where information is carried in ones and zeroes. However, this digital information cannot be exchanged between devices without connectivity through wire or wireless networks. This connectivity is achieved through intranet, extranet and internet.
Internet allowed players like Yahoo, Amazon, ebay to offer products like music, books, apparel, etc. directly to customers. This move de-stabilized the traditional distributors and retailers causing some to shut down their business. However, some of the players developed online portals to offer their products and services which in turn de-stabilized new online players. Some of the old players were successful with help of their brand strength and poor business models of pure online players.
In the old economy focus was only on standardization, mass production and singular marketing policy. However, with the amount of information available in the new economy, companies are best at understanding consumers. This better understanding has led to customized products, a shift from standardization. However, this customization has its drawbacks not only for companies but also for customer. Companies find it difficult to maintain the cost level for customized products to register profit. Customization is impossible for products, which require complex industrial engineering. Customer does not know real product appearance until it fully completed and also return policy is not there in customization.
The new functioning of economy has changed the way companies approach their business. Companies are looking forward to expanding across market segments to get maximum market share while keeping focus strictly on customer needs. For these companies are making organizational changes where departments are developed to manage a segment rather than a product. Companies are looking forward to developing consumer based brand equity to foster long term relation. Companies are coming up with products, which perform superior than consumer expectation there by creating a strong brand while the earlier branding task was accomplished through advertising. Companies are treating employees, distribution channel, and suppliers as their business partner and not customer.
Since companies have changed the way they function in the new economy, it is imperative that marketing practices also adapt. As consumers are looking forward going online for major of their purchase, businesses are looking towards electronic commerce (e-commerce) as a way forward. Research has shown online users usually buy music, software, books, apparel, etc. rather than goods like automobiles, house, etc. Business buyers are also coming online as well as suppliers, thereby substantially reducing the establishment cost. E-Commerce has also open doors for customer to customer relation through social networking and community forums, in which experience and discussion are done with respect to products. Through internet consumers are able to provide faster feedback to companies with respect to products and services.
As businesses are moving online, the focus shifts to developing of web sites to provide reliable and correct experience to consumers. Web site design, maintenance and security are of paramount importance for creating a favorable impression on consumer. Online marketing and advertisement have got prominence in this internet age.
The new economy had brought forward challenges and opportunities not only for companies but also for consumer.
Marketing is a process to promote the product and create value with the customer by selling products or provide service. There are so many times when companies marketing so well the brand name becomes the product name. We actually don’t realize that every day we use the name of the product actually their brand name. Here is some example
Google, it’s an inseparable part of our life today, our all curiosity satisfy google, we always say that “Google it” it helps us in so many ways ,Google Is the brand name the product name is Internet search engine
Parle-G evergreen morning snack. Parle-G is the brand name and product name is Glucose Biscuit
This is the era of digitalization where everything works on the digital platform in this Social media marketing has gained immense importance in the last few years which has totally changed the working of the companies.Social media marketing is the use of social media platforms and website to promote a product or service.Social media platforms are build in such a way that they can track the progress, success, and engagement of advertisements campaigns.Companies address a range of stakeholders through social media marketing, including current and potential customers, journalist,bloggers and the general public.It is a powerful way of buisness to engage with the customers.It is form of internet marketing that involves creating and sharing content on social media platforms which creates a ‘Buzz’ among the people.It includes activities like posting text and images updates , videos and other content that drives customer engagement.Their are various platforms now a days through which we can do the marketing of product ie Facebook, YouTube, Pinterest, Instagram, Twitter, LinkedIn etc.Social media marketing helps in attaining number of marketing goals such as increase website traffic through Search engine optimisation, it increases brand awareness,it improves communication and interaction with audience’s by taking feedback.Someone has rightly quoted “If content is a king, then conversion is queen”.
As indicated by one Facebook report, there has been a 70% expansion in time spent on the application in Italy. A March 2020 study of U.S. conducted on online networking users discovered that 43.1% would scroll through Instagram more whenever staying home while 63.7% and 62.3% used YouTube and Facebook, in comparison to the other websites, more.
Presently is a prime chance to develop business accounts by putting out valuable content that doesn’t focus on a hard sell. The objective should rather be to assemble an internet following through:
1) For example, how to extract productivity out of “work from home” and methods of reducing expenses on veggies.
2) Posting harious content of mockery, similar to funny clippings and memes.
3) Collaborating with an influencer. 63% of shoppers trust influencers more than brands and COVID-19 has allowed influencers over a wide scope of ventures to make their administrations accessible at a sensible cost.
With relatively little expense and exertion, an organization can understand results that keep on profiting them long after the situation improves.
GENERATING MARKETING SCHEMES OVER THE WEB
Online campaigns help to spread the word about their businesses and the new ways of functioning, with less amount of time and effort invested, than asking their regular set of customers to do so.
This can be achieved through Smart bidding like Google Ads, Content Marketing and Coupons designed from Easy Promo Or Woobox
CARRYING OUT DAY-TO-DAY OPERATIONS ONLINE
There are not many organisations can transition their day-to-day functioning using internet. However due to the availability of video conferencing facilities like Zoom and Google Meet, there can still be interactions between the customers and the buyers.
Orders of groceries and other essentials can be taken online, education through schools and Institutions is being provided online and live tutorials and sessions are being conducted in which clients are asked to make the payments online. There are several other courses available on digital marketing too which can be availed to enhance the speed of the working staff and enable them to make the most out of the present situation.
WHAT’S IN IT FOR YOUR BUSINESS?
Numerous organizations are curtailing their showcasing endeavors due to COVID-19, however what they should do is multiply while making the most of the new open doors that are springing up.
This accentuation on digital marketing isn’t something that they’ll need to back off on once the lockdown is over. Internet shopping won’t stop at any point in the near future, and most organizations will find that online associations are more helpful than in-person interactions.
While it might be viewed right now as an alternate course of action, when the pandemic is over, everybody will probably understand that it’s much more than that.
On the off chance that a very much upgraded site, all around arranged advertising devices, and selection of virtual interchanges can get an organization through one of the most exceedingly terrible crises in present day times, for what reason can’t digital-based promoting make its all intents and purposes relentless?
Presently is a lucky opportunity to put resources into longer-term venture channels, especially if an advertising expenditure plan can be rearranged towards that path.
The global market is chaotic and questionable now, so outbound strategies can presumably be moved to working out inbound resources, similar to the organization blog.
For instance:
1) Making announcements on the home webpage passing information that the business is willing to support its customers. Incorporating a connecting link to a FAQ where clients can get more data about assistance hours and delivery options.
2) Reorganising product/services or administration pages with new illustrations and portrayals. Brief specials or discount offers could be made to maximise the orders.
3) Setting up an internet business framework for taking on the web orders. Major web hosts have incorporated Stripe integration in their progressed facilitating packages. Local companies and small businesses can likewise opt for Shopify or Etsy, which have e-commerce facilities. Many individuals also use Paypal. Managing account there can also speeden up the growth of orders.
Businesses that have generally sold items to customers from shops/stores only may scrutinize the intelligence of building advanced resources like an online store, accepting that they can’t contend progressively with bigger, established portals like Amazon.
Notwithstanding, due to over-crowding in web based shopping and much-expanded social networking, individuals are currently holding up longer than even a month to receive their Amazon packages, and no one’s upbeat about it.
In the event if people discover that an independent business is selling what they require and that they’ll receive it quicker without prolonged delays, they’ll be up for it instantly.
TAKING FIRST STEPS WITH SEO MARKETING
The pandemic has transformed the way customers approach the idea of shopping. Roughly 47% expressed that they are staying away from shopping centers and strip malls in an online poll.
Then again, SEO is experiencing a gradual upward trend, with certain brands announcing a noteworthy increment in their search visibiility from January-March 2020.
Suggested steps towards creating an impactful SEO procedure during Coronoavirus pandemic are as follows:
1) Content creation intended to fabricate trust.
COVID prevention measures have made purchasers increasingly pessimistic. As per a Forrester report, they don’t confide in organizations to finish on guarantees. Brand messages should be created with the goal to instruct, advise, and console rather than gruffly requesting a buy.
2) Adapting a “take-charge” attitude while dealing with the corporate web.
It is significant for organizations to deliberately deal with their online brands. Refreshing item accessibility, keeping the Google My Business page current and keeping client information secure would all be able to put forth the picture of a reliable business. ATTRACTING AUDIENCE ON SOCIAL MEDIA
An ever increasing number of individuals are managing self-isolation by going on the web to get access to recent news, look for data, and engage themselves.Hence, business social media pages can be easily promoted.
Some issues tend to just disappear if they don’t receive our attention for a longer period of time. However, the coronavirus pandemic is a mammoth issue for the companies all over the world. It is becoming extremely troublesome to just let go of the problem for it is hugely influencing the way business is being carried out globally.
Furthermore, a lot of businessmen, managers and directors are finding it difficult to bring about a change in their marketing strategies so as to get used to this short-term “new normal”.
The possible reasons could be that they maybe still not convinced to adapt to this sense of normalcy with so much going around and them facing their own issues but whatever the reason, this is only going to lead to much bigger problems and could even result in the downfall of their respective companies.
Moreover, handshakes are being replaced by the new norms of digital marketing and remote work forces during the signing of the business deals amongst a handful of other organisations.
These dynamic companies are not only accepting the Covid-19 world with open arms but are also ramparting the need of the hour, the recession resiliency.
HOW HAVE THE BUSINESSES BEEN IMPACTED?
Despite the fact that somehow, every business has been able to keep itself intact amidst the current situation, it hasn’t been any easier for the small startups due to the lack of capital or reserves to sustain their existence especially those which were massively dependent on physical interactions like beauty salons, fashion boutiques, Health Care Centres for yoga etc.
Since these startups were habituated to getting constant customer reviews and then stimulating their growth, they are now afflicted by colossal losses to such an extent that their spontaneous takeaway on this entire situation has been to minimise the product marketing expenditure which should have otherwise been to explore much innovative methods.
All the types of businesses irrespective of their magnitude of growth can easily extract benefits out of digital marketing. The only thing that needs to be done is to bring about a small change in the route of reaching their customers i.e by making business accounts on social media to ensure the prolonged survival of their businesses.
Because customers are in immediate need of all sorts of products but they cannot step out of their homes so the only way to flourish is by doing business digitally.
THE FIRST STEPS TO CARRYING OUT A BUSINESS ONLINE
In the pre Covid era, every customer was well aware of the the “best” that every local business had to offer. Now as we take the present situation into consideration, some of these local businesses have been shutdown after being categorised as “non essential”. Also, the customers are not informed that whether or not they can still continue to buy products from their local favorites as there is a huge question mark on them being still in business.
So now this is the time that these affected startups and local businesses grab most of the opportunity and make this bold decision to step out from the confining walls of their stores and expose themselves to new horizons by establishing their accounts on social media and connecting with customers all over.
CONNECTING WITH CUSTOMERS
Given below are enlisted three steps which are crucial in springing up that link between the buyer and the seller and keeping the momentum going to ensure the business continuity and also building strong connections by adhering to the technological aspects of the process.
1) The first email: If the delivery of products like milk, groceries etc has been affected by Covid 19, the business should make an effort to inform its customers via Email or WhatsApp briefing about the new changes.
2) Updating about post-corona functioning on existing platforms: Businesses who already own emails or other digital communication facilities should inform their customers about the new methoods of operation.
3) Making announcements: Lastly, a public post on social media needs to be made regarding the resuming of online orders while also briefing about how their business is responding to the pandemic.
P.S~ This is a highly detailed research report that I have done on this topic and hence this is just PART 1 of it so that it doesn’t become too lengthy or monotonous. Next part would be published soon.
For a large-scale promotion of the campaign, say a physical activity driven campaign which would emphasise the benefits of regular exercising & staying fit and is less about preaching the nutritional value of particular foods. I reckon that we should use TV and Social Media preferably Instagram or Facebook. Nextly, we need to lookout for affordable and successful collaborations with a trending or in-buzz celebrity. The contact details including the email id and phone numbers of their managers are rightly mentioned in their Instagram bios and Facebook official pages. We can shortlist a few celebrities and then finalize one or two of them as per the budget. We can create illustrative posters, banners and post it on our social media handle under the brand name “play to slay the calories”, “stay fit to be hit” etc. Once we have officially communicated our needs to the celebrity, we can ask the him to repost our posters on his account and encourage his audience to engage in physical activities. We need to hand over short scripts enlisting the agenda of our mission to him and ask him to make videos to be uploaded on Instagram story campaigning for our brand and helping it grow eventually. I am sure the active followers upon his advice would record the videos of them exercising or playing an indoor/outdoor sport along with all the members of the family which includes both the young and the older generation and when they would put up those videos on the social media then the the celebrities should be asked to repost the best entries on his page. We are well aware of the fact that whatever a celebrity does tends to attract a lot of media attention so automatically the videos would reach other platforms like TV news and articles by leading media portals i.e Pinkvilla. When people would see others gaining overnight fame and becoming a sensation just because a celebrity posted their exercising or playing video on their page then people would get enticed and also motivated to be promoted on the official page of celebrities like Asim Riaz of Bigg Boss 13 who was trending almost everyday on Twitter. I witnessed people going mad for him. They even overcrowded a mall in Mumbai because of a rumour that he was going to visit as a part of a big boss task. As per the budget we can also go for a young sporting athlete preferably from the Indian cricket team or any IPL franchise because if sportspersons promote fitness then the whole idea is accepted more widely and they have a larger fan base, not confined to any particular age group. Meanwhile on our social media handle, We will keep posting stats like 1 out of 3 people haven’t done any physical activity in the last year to appeal to their emotional conscience. And you never know, people might actually feel motivated to step out. We can use catchy captions like being active on social media isn’t being truly active. We will also keep posting regular videos i.e yoga tutorials or in other ways that would tempt them to make videos by going out and playing so as to get featured on a celebrity page. This way without the expenditure of much money or resources our job would also be done, people would exercise as well, our campaign would also get promoted and our brand name would also grow by utilising the fame of a particular celebrity. The reason this idea popped up in my head was because I checkout Alia Bhatt’s Instagram stories of June 5 where she asked people to upload a selfie with plants on the occasion of World Environment Day and within 4 hours social media flooded with so many of them because 7-8 lucky peoples’ stories got mentioned in Alia Bhatt’s stories. Liked the idea?
International Journal of Research (IJR) 