- Do not target customers with a message they do not want to hear. Studies prove that a) the ad recall rate is the lowest in history, b) CTR of banners are close to zero, c) the eyes of consumers tend to avoid the top and the right part of websites, because they assume the space for advertising. It is necessary to prepare more effective alternatives than traditional "push" advertising.
- Say the truth. If you lie, exaggerate or distort facts, the truth comes out and you may end up out of business. Any claims must be based on the real characteristics of a product or service.
- You have to respect customers. They have access to information, and a lot of connections with whom they can consult everything. Furthermore, respect their privacy - Facebook tested several advertising schemes and encountered a lot of protests from users. They felt insulted, their privacy was violated .
- Everyone should easily find you. Activate your "pull" strategy, if you can not use a "push." The more expensive the product, the more information consumers look for.
- Be useful. Your products or services must fulfill a service, must have a clear benefit for the client. We live in a time when people watch their spending, so they do not buy unuseful things. Video on how to use a product will help accelerate the buying decisions.
- Make it easier for people to pass information. Word of mouth is the most effective factor in buying decisions. To some extent, you can make it easier for people people to recommend you: Add a "share" option at every information source. Use links and enable reviews.
- Measure and optimize. As there are more and more marketing opportunities, it is necessary to measure and optimize everything you do so that you can use the most effective combination of marketing tools. Current metrics allow you to measure and optimize digital marketing tools in real time, therefore, take advantage of all available resources.
- Listen carefully to your customers. People are talking about something if they hate it or love it. Learn what you are doing well and what can be improved.
- Remove all organizational barriers that prevent rapid innovation. Your marketing people must be in contact with the development staff, but not just once a year at a Christmas party.
- Creating a brand is a reward, branding is not a resource. Have you noticed that all of today's cars ads are very similar? It's not a coincidence. It turns out that branding itself is not working. Brand reputation is something you must earn over time by your treatment of customers and by providing excellent products. You can not force customers through advertising to respect your brand.
-th-