Tag Archives: digital marketing

4 Twitter best segmentation strategies.

When it comes to marketing segmentation, social media allows marketers to take a more detailed control of different audiences. Twitter segmentation strategies, give brands the mechanisms to target marketing budgets more efficiently while improving return on investment.

Moreover, Twitter user segmentation helps to convey ads to consumers in a broader context using multi-screen strategies in real time. Some of the unique Twitter segmentation tools are:

Twitter Segmentation by interests

This Twitter market segmentation feature allows brands to connect with people based on their preferences. For instance, brands can segment person’s interests in Twitter in a comprehensive range of topics from sports and beauty to subtopics such as college basketball or skin care.

Twitter Segmentation by followers

Brands can use Twitter to direct their marketing campaigns to users who follow particular brands @usernames or others similar to those @username followers. For example, brands can target @usernames of influencers who lead the voice of companies in Twitter and target specific messages to them.

Twitter Segmentation by keywords

Twitter keyword segmentation in chronology help to link brands with customers based on the keywords of their latest Tweets or those with whom they have interacted. Hence, search keyword segmentation allows brands to reach consumers who search for a certain phrase or term.

For instance, someone tweets that he/she needs caffeine: @CoffeeBarista, a famous coffee brand segmentation strategy use words like “caffeine”, “latte” and “pick me up”. Therefore, the user who tweeted that he/she needed caffeine could have that Promoted Tweet by @CoffeeBarista in his/her chronology.

Twitter television segmentation

Twitter is the digital mirror of television audiences’ favorite shows. For example, 85% of Twitter users go to the social network during primetime television shows and interact about their favorite programs.

Thus, with Twitter television segmentation, brands can lead certain audiences in relation to specific channels, or programs that fit the brand communications and marketing goals.

If a brand cannot buy advertising within a specific television program, they can reach the same audience on Twitter by creating detailed program content.

Moreover, television segmentation combined with Twitter segmentation strategies help to amplify the brand impact and to connect with viewers in real times. Similarly, brands can develop strategic integrations in relation to major sports events or sponsorships.

Twitter segmentation strategies support the creation and delivery of dynamic personalized content, such features can help Twitter to improve its financial performance and help the company to become a profitable enterprise.

Twitter Segmentation

Virtual reality applied to digital marketing strategies.

One of the most prominent technological developments in the last decade are the devices and software that recreate “virtual worlds” or what is called virtual reality (VR) and its application to different digital marketing strategies.

Virtual Reality can be defined as a computer-generated, three-dimensional environment that is created with a mixture of interactive hardware and software in which users interact in a seemingly real or physical way. Moreover, a person using VR devices can “look and move around such artificial world and interplays with the virtual feature of that world”.

How to apply virtual reality technologies to different digital marketing strategies?

Companies can take advantage of some of the following features of virtual reality in order to improve customer experience, decision-making and relation with the brand.

Plausibility: In virtual reality environments, people experience a “different world”, believing they are in another reality. For example, Jaguar, the luxury car brand, created a brand positioning campaign called ‘Feel Wimbledon’. Jaguar’s strategy was to sponsor the Wimbledon tennis tournament working together with tennis player Andy Murray. The idea was to build an engagement experience where customers enter the body of Andy Murray as he wins a match point in a game. This strategy was promoted during the time of the tournament and increased the brand impressions amongst its customers.

Immersiveness: Is the attribute of virtual reality that makes any experience to be fully believable and interactive, as it engages both mind and body. For instance, Excedrin, the migraine medication company, developed a virtual reality-based symptom simulator to help users understand what the symptoms of migraine are. This kind of symptom-stimulating technology based on virtual reality can help to promote awareness about different diseases. Moreover, it can help to show how a medication or specific treatment provides symptom relief, which helps market the treatment/medication provider.

Explorability: Virtual reality gives customers the possibility to explore a big and detailed picture of such reality, creating at the same time multiple abstract perceptions. For instance, Oreo, the commercial brand of cookies, built an animated virtual world to promote its filled cupcake flavored cookies. The virtual experience recreated an animated world with milk rivers and chocolate canyons in which users interact and enjoy that world. This strategy, had over three million views and increased the brand voice in social networks.

The main point brands need to understand when implementing a strategy using virtual reality, is how this technology fits into their overall digital strategy. Moreover, brands need to consider what kind of digital experiences can make a difference to consumer decision-making process and how it can help to accelerate this decision.

Virtual Reality experience.[/caption

What are the benefits and disadvantages of the dropshipping business model.

Since the inception of e-commerce as a new way for entrepreneurs and customers to participate in online marketplaces, drop shipping became one of the most popular methods used by consumers to make their purchases.

Drop shipping is defined as a retail fulfillment method in which a merchant sells products without having a physical store or keeping a large inventory but still getting a wholesale price from a supplier. Moreover, when the merchant sells a product, it purchases the item from a third party and ship it directly to the customer.

Although this online business model has been expanding exponentially in the last few years, there are some benefits and disadvantages entrepreneurs need to consider before starting a drop shipping business.

Benefits:

Low financial risks: Usually the drop shipping business model offers an inexpensive manner to procure inventory which is not possible otherwise. This makes it less risky than investing large amounts of money on acquiring inventory.
Fast Profitability: If the drop shipping business model is executed following an insightful online marketing strategy, it will convert well, yielding at the same time immediate profits.
Location flexibility: A drop shipping business can be operated from any location that has internet connection. Moreover, it can be run from anywhere as long as merchants can communicate with suppliers and customers.
Wider Product Selection: In the drop shipping model, merchants do not need to pre-purchase items for sell. As a result, they can offer a wide variety of products, increasing the availability of items when suppliers stock a new item at no additional cost.
Time and money saving: As merchants do not need to manage a warehouse, plan the shipping of products or manage stock levels, they can increase their profit margins and save management time.

Disadvantages:

Low Entry Barriers: As merchants don’t need large amounts of capital to start the business, more people want to enter to the drop shipping business which increases competition.
Low Margins: In the drop shipping business, most market niches are highly competitive. As a result, merchants try to drop prices in order to draw customers decreasing at the same time their revenue.
Inventory Issues: As merchants source their products from different warehouses, inventories might change daily, making it hard to synchronize merchants store inventory with the supplier inventory.
Supplier mistakes: Due to the large quantity of business suppliers handle, very often they make mistakes when sourcing to merchants such as missing items, wrong shipments and low-quality packing.

The drop shipping business model comes with several built-in complexities. However, a well-thought digital marketing strategy and a comprehensive business plan, can help merchants to develop a thriving, profitable drop shipping business.

drop shipping business model

Big data 4 v’s applied to digital marketing strategies.

Big data analysis is a valuable business tool that helps companies and managers to improve their operational capacities through a faster and more intelligent decision making process.

However, the main question for marketers is how big data can be used to gain unique advantages over competitors in the world of digital marketing?

Whether it is structured or unstructured, the analysis of large data sets of information can be appalling, slowing simultaneously companies’ decision-making processes. But, when big data is evaluated under the sphere of The Four V’s (volume, variety velocity and veracity), it can help marketers to make smarter decisions.

Four V’s of big data applied to decision-making processes in digital marketing:

Volume: massive amounts of data are created every moment between brands and their followers in social media. When such information is gathered, curated, visualized and shared, it helps to understand important facts about the brand reputation, social media influencers and trending keywords.
Variety: structured and unstructured data comes from multiple sources and is created by machines as well as consumers. For example, structured data represents existing information in databases and unstructured data can be information obtained from hashtags analysis in social media.
Velocity: companies must track web analytics variables such as visits, hits, views and relational marketing information like sales calls and social media interactions in order keep up with the speed of information creation.
Veracity: big data is obtained from diverse sources and multiple devices. cleaning, normalizing and collating those large volumes of data, helps to make truthful and comprehensive decisions.

The way marketers face different challenges associated with how to manage the vast amount of information generated every second in digital media, will determine if big data is useful in improving the decision-making processes.

Structuring a comprehensive analysis of big data sets under the sphere of The Four V’s, will help to create actionable, useful insights that can support marketers’ efforts and business strategies.

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