1.

1 PROJECT REPORT ON �COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND

DIGITAL MARKETING� (A Training report submitted in partial fulfillment of the
requirement for the degree of) MASTERS OF BUSINESS ADMINISTRATION (2016-2018)
SUBMITTED BY:- Khushpreet Singh MBA 3th SEM Roll No. 142 Baba Farid College of
Management & Technology Deon, Bathinda
2. 2 ACKNOWLEDGEMENT Any research is never an individual effort. It is contributory
effort of many heads, hands & hearts. Firstly, I would like to convey my heartfelt
thanks to BABA FARID COLLEGE, BATHINDA, who provided me an opportunity to do my
training in. �VETERAN MEDIA GURGAON� for a period 45 Days. I am highly indebted to
those who have helped me in making this training report a success and helped me to
understand and remember the important and valuable details for the completion of
report. It is my profound privilege to express my sincere thanks to Mr. SUSHIL
SHUKLA who gave me an opportunity to pursue my training in their prestigious
company I would also like to thank Mr. SONU AGNIHOTRI for giving his expert
guidance & co- operation whenever I approached his for help in carrying out my
project related to �COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL
MARKETING� And also provided the valuable insights in understanding the basic
fundamental about VETERAN MEDIA and regulation throughout duration of my project. I
would like express my thanks to all faculties throughout which this learning was
possible. My project has been successes only because of their guidance & support.
3. 3 DECLARATION I Khushpreet Singh, hereby declare that this is my project report
on a �COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING�
which is submitted in partial fulfillment of the requirement of the degree MASTERS
OF BUSINESS ADMINISTRATION. This is my original work and not submitted for the
award of any other degree, diploma, fellowship or other similar titles. The
assistance and help during the execution of the project has been fully
acknowledged. Khushpreet Singh
4. 4 TABLE OF CONTENTS Sr. No. Contents Page No. 1 CHAPTER-1 Executive Summary 5-6
2 CHAPTER-2 Introduction 7-55 3 CHAPTER-3 Scope, need and objectives of the study
55-56 4 CHAPTER-4 Research methodology and limitations 57-59 5 CHAPTER-5 Data
analysis and interpretation 60-67 6 CHAPTER-6 Findings and suggestions 68-72 7
CHAPTER-7 Conclusion 73-75 8 CHAPTER-8 Questionnaire 76-80 9 CHAPTER-9 BIBLIOGRAPHY
81-82
5. 5 CHAPTER-1 EXECUTIVE SUMMARY
6. 6 EXECUTIVE SUMMARY This project has been a great learning experience for me at
the same time it gave me enough scope to implement my analytical ability. It is
purely based on whatever I learned at VETERAN MEDIA. One can have a brief knowledge
about Advertising and Retail branding. All the topics have been covered in a very
systematic way. The language has been kept simple so that even a layman could
understand. All the data have been well analyzed with the help of charts and
graphs. The second part consists of data and their analysis, collected through a
survey done on 50 interns working with reputed companies. It covers the topic
�COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING? The data
collected has been well organized and presented. Hope the research finding and
conclusions will be of use.
7. 7 CHAPTER -2 INTRODUCTION
8. 8 INTRODUCTION TO THE COMPANY Veteran media They create, building, review, grows
and solve problems for brands. They do everything from advertising campaigns, media
buying, retail, brand communications and entertainment. At veteran media, they
pride ourselves on a professional, consultative, creative, flexible and customer
focused allowing the client to make sure their product is always one step ahead of
the competition. Our Mission Company with an excellent track record for the best
customer satisfaction. We have never compromised on the quality and the services
provided to the customer. Our Vision A world in which we have to prove our self so
we are keen to prove by our work and we stick on that endlessly.
9. 9 SERVICE VETERAN MEDIA PROVIDE Fresh & Clean Idea's The exact blend of Idea's
and creativity used in project, and the only ingredient Veteran Media will reveal
is work and work harder, It also provides the way to work from 0 to 1 Million, a
guide to building a company so stay and believe to us. Latest Technology We believe
in era and there technology so we also believe in competency and hence we never
hesitate to use new either it's fresh Piece of thought or technology. Client
Servicing The Most essential, futuristic and integral part of any growing or grown
company that area accountability effected 101% growth of any company and we believe
we are best in this..
10. 10 INTRODUCTION TO THE TOPIC What Is Traditional Marketing? Traditional
marketing refers to any type of promotion, advertising or campaign that has been in
use by companies for years, and that has a proven success rate. Methods of
traditional marketing can include print advertisements, such as newsletters,
billboards, flyers and newspaper print ads. Other forms of traditional marketing
include television spots or commercials, as well as radio spots advertising a
business, product or service. Techniques of Traditional Marketing Direct Mail
Direct-mail marketing creates awareness of a product through postcards, brochures,
letters and fliers sent through mail. Direct mail is called a targeted type of
marketing strategy because
11. 11 information is sent to a specific target market. However, direct-mail
marketing can be expensive as a business incurs design and printing costs as well
as postage expenses to reach its target. Print Print marketing includes advertising
products and services through newspapers and magazines. Print marketing is both a
mass-marketing and niche-marketing strategy. As a mass-marketing strategy, printed
advertisements reach different classes of people, who might or might not have an
interest in the product. In magazines, print marketing reaches out to the niche
market that reads the magazine, such as women, fathers, teens or car lovers.
Broadcast Television and radio are traditional avenues still widely used. Broadcast
marketing reaches a large audience within a limited period of time. Television
advertisements also bring authenticity and realism to a product as people can see
how the product works. However, broadcast messages have a shorter lifespan compared
with printed messages. Additionally, marketing through television and radio is
costlier, compared with other forms of traditional marketing. Referral Referral
marketing, also known as word of mouth, relies on customers to spread information
about products or services. Referral is not a strategic or planned marketing
activity, but it might help a business build a loyal client base. It also costs
close to nothing for the business. However, a business shouldn't rely primarily on
referral marketing; it should combine this with the other types of marketing to
reach a wider target market. Billboards Billboards are some of the largest forms of
traditional advertising. Many exist on the interstate to entice travelers to stop
along their journeys. These advertisements must be short and very visible to have
an impact. It is also important for the billboards to be placed in an area that
receives a lot of traffic, as well as in a reasonable proximity to the business.
12. 12 Newspapers Newspapers are one of the oldest areas in which to place
advertisements. With new editions daily, in most cases, this makes it also the most
disposable type of advertising. The effect must be gathered before the consumer
turns the page or the usefulness of the advertisement is gone forever. Most
newspapers have a readership that consists mostly of local people to your area,
however, there are a few national newspapers. Consider your target market and which
newspaper they are most likely to read prior to purchasing newspaper
advertisements. Magazines Magazines are more long-term versions of advertising
medium, as opposed to newspapers. While the magazine is most likely published
monthly, many keep their magazines for several months and read them more than once.
Additionally, magazines are more typically passed off to others than newspapers, so
there is a much higher chance that your advertisement will be seen. The high gloss
and color content of a magazine, versus a newspaper, makes it a desirable form of
advertising. Radio Radio is another traditional form of advertising. Radio signals
can reach a large area, and commercials span 30 to 60 seconds, which makes them an
attractive advertising option. The major drawback to radio advertisements is the
ability for the listener to simply turn the station or turn off the radio to avoid
hearing them. With print advertising, if the person's eye is caught by the
advertising, they are likely going to read them. However, if the radio is not on,
the listener certainly will not hear the advertisement.
13. 13 Advantages and Disadvantages of Traditional Marketing While newer marketing
methods do work and can increase a company's client base, completely replacing
traditional marketing with the latest marketing techniques can prove dangerous.
Traditional methods have a high success rate and are proven. Internet methods are
subject to clients or customers having access to an online medium and being
Internet savvy. With traditional marketing, anyone with a newspaper, mail service,
television or radio can learn of your business or service. Rather than customers
going online to find your business or service (and possibly stumbling on your
competitor's website), you bring your business or service to potential customers
with print advertisements and other traditional methods. Advantages Reach You can
reach a group of specific consumers that do not necessarily utilize internet
browsing. Face to Face Contact Personalized marketing is considered to be one of
the best strategies and the most efficient method to gain recognition as a brand
and product. Tangible Offers Traditional Marketing offers tangibility- this refers
to ads or products that clients could come to contact in during their free time,
like a newspaper ad for example. Product Testing Depending on the product,
traditional marketing can offer product testing and through this method, prove its
quality.
14. 14 Disadvantages Expensive Purchasing television, radio, or printed ads tends
to be pricey for both small and mid-sized businesses. Inefficiency Unlike Online
Marketing, it is quite difficult to measure the conversion rate of your ads through
traditional marketing, which makes it difficult to have a good understanding of the
efficiency of your ads and the results they offer. Forced Strategy This type of
marketing strategy is known to be a forced method of selling a product, since the
consumer is not necessarily seeking your product in the first place. Timing
Traditional marketing uses static text or advertising commercials to promote a
product. If an ad is placed in the newspaper, it can't change until you place
another ad. For example, if you have a sale on bicycles that you put in the
newspaper and then you run out of bicycles, you may have many unhappy customers. On
the other hand, on the Internet you can instantly update your page to let people
know your bicycles are "sold out." Costs You must pay for ads in newspapers or
mailers every time you run a new campaign. Adding new products or sales pages to
your website doesn't create additional costs if you already have a person on your
team who can update your product information. Traditional marketing companies
15. 15 may charge per delivery area for fliers or mailers. On the Internet, your ad
is accessible to the entire World Wide Web. Customization With traditional ads, it
is difficult to target a specific customer. Specific market segments can be
targeted, but not an individual. For example, an ad may target young women. The ad
may show young people interacting and present interesting copy about a new style of
purse. On the Internet, new marketing techniques can track what a viewer has looked
at and suggest similar products. Pricing Options Traditional marketing can present
special sales and pricing. However, it is typically more difficult to offer complex
bundle pricing. Most print marketing doesn't have the space to explain all the
different pricing variations that may appeal to buyers. An online catalog may
present you with an offer that if you buy four items from one category, you get a
free item from another category.
16. 16 What is Digital Marketing? Digital marketing (also known as data-driven
marketing) is an umbrella term for the marketing of products or services using
digital technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium. Digital marketing's development
since the 1990s and 2000s has changed the way brands and businesses utilize
technology for marketing. As digital platforms are increasingly incorporated into
marketing plans and everyday life, and as people use digital devices instead of
visiting physical shops, digital marketing campaigns are becoming more prevalent
and efficient. Digital Marketing Tactics 1. Content Marketing Content marketing is
a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience
and, ultimately, to drive profitable customer action. Use First Person in Call to
Actions & Get 90% Increase in Click through Rate To have a persuasive call to
action you must know your audience and what its triggers are. For example,
millennial are very critical since they?ve grown up fast-forwarding through
commercials and online advertising. An effective digital tactic is to correlate the
call to action with the visual component (if there is any), have a compelling verb
(to entice you to take action), communicate value (what you are offering) and
create a sense of urgency. You should use �get your free e-book� instead of
�download� or �get free quote� instead of �submit� and so on. A call to action is a
great way to make the user take action and persuade them into taking the action you
want without letting them know that on a conscious level. You should have a call to
17. 17 action message on your landing page, newsletters and emails. It was
discovered that using the first person instead of the second person on a payment
page brought 24.95% more payment. Boost traffic by 300% While Using Editorial
Calendars New content appears daily. You must bring something fresh every time.
Investing in social media, sales funnel, conversion rate optimization, customer
relationships, marketing budgets, web analytics; they are all keywords that pops in
your head all the time. Yet, which are the most effective tactics one should use?
Scheduling your blog posts is mandatory, especially if you work with multiples
copywriters. Make sure your marketing plan includes an editorial calendar for
improving your results. Creating an editorial calendar is easier than you think.
There are lots of apps that can help you with that. Meistertask is a task
management app you could use to drag and drop tasks for each participant and create
an editorial calendar easily. Use Content Syndication & Get a Constant Traffic of
250,000 Unique Visitors Content syndication is the process of publishing your
content on third party sites. You need to find authoritative publications. The idea
behind is to drive more engagement for your content. Outbrain and Taboola power
your content on their marketing channel. Once you republish your article on a big
site like those two, you are exposed to a new audience and could reach a higher
traffic. Promote Your Business with SlideShare to Drive 20% More Organic Traffic
Slideshare is the largest marketing platform for sharing presentations and it?s
best suited for B2B companies. Didit Marketing, an advertising agency from New
York, conducted a study showing
18. 18 that SlideShare gets 500% more traffic from business owners than Facebook,
Twitter or Youtube. An important fact you need to keep in mind is that SlideShare
received billions of viewers every month and it?s a great way to connect with
different specialists and find quality information in a friendly format. Ana
Hoffman, blogger at Traffic Generation Cafe, conducted a study showing how she
received from 0 to 243,000 views in 30 days on Slideshare. The fun part is that you
don?t need entirely new content to do a presentation; you can work through your old
content displayed in a visual form to be easy to read. 20% of the SlideShare
visitors come directly from Google. The rest come from social media and other
SlideShare presentations. Always keep eye on your metrics from Google Analytics to
see how are you performing in terms of organic traffic, paid traffic, visitors and
so on. Sales Growth with 185% by Offering Highly Qualitative Case Studies Smart and
effective digital tactics are a gold mine. Case studies as well. Not to mention the
conversion optimization rates you can get with them. Case studies have a huge
potential to grow traffic, sales, and revenue if you offer quality results and show
your product brings value. The Content Marketing Institute conducted a research
where they saw that 63% of UK marketers believe that case studies are an effective
digital marketing tactic. Case studies are the fifth most popular marketing tactic
used out of 12, after social media, newsletters, blogs and blog posts. Neil Patel,
one of the top 10 marketers according to Forbes, conducted a study to see the
influence of the use of case studies on his own site. He witnessed a growth in his
revenue by 185%. 2. Search Marketing Search marketing is the process of gaining
traffic and visibility from search engines through both paid and unpaid efforts.
19. 19 Build a Network of Partner Websites to Get Influence on the SERP and Jump up
to 30+ Positions Brand mentions on well-known publications are important and hard
to get. They could lift you up in ranking on the search engines for the right
keyword phrases and you could improve your Search Engine Optimization (SEO)
efforts. Usually, startups collaborate with content marketing specialists or firms
because some of them don?t have the budget for a full-time person. Building a
network of partner websites for a short period of time is an effective digital
marketing technique to bring awareness and traffic to your site. The profile of the
website could include publications, edu websites, web directory, blogs, forums, e-
commerce and so on. Rank Higher on Review Sites to Have an Average 18% Uplift in
Sales 9 out of 10 people look at online product reviews before they make a purchase
decision. According to BrightLocal, 72% of Consumers say positive reviews make them
trust a business more. Other 88% say they trust customer reviews as much as
personal recommendations. Reevoo discovered through an in-house case study that
online reviews bring an average 18% uplift in sales. In 2015, US e-commerce sales
were about $341.7 billion showing an increase of almost 15% over 2014. With a
continuous growth in e-commerce sale, customer reviews (all reviews, not necessary
the ones coming from some ideal customers) are a major factor, an efficient trigger
and quite essential tools nowadays for e-commerce websites. Be Part of the 90% of
Marketers Who Saw a Significant Increase in ROI by Taking Advantage of Trends for
Traffic Generation Google Trends is a pocket of gold. You?ll find a lot of data to
help you to generate content and see what?s trending to stay on top of your
competitors. The particularity of this tool is that you?ll find real-time search
data or help to gauge consumer search behaviors over time. You need to keep your
eyes open for the marketing trends that will come. The marketing trends that will
dominate 2017 include the Internet of Things, virtual and augmented reality, live
20. 20 streaming video, visual storytelling, native advertising, marketing
automation, influencer marketing, mobile marketing. In 2016, video content was very
popular and still is. Fire Brand proved that following trends can bring growth. The
results showed that 90% of marketers have noticed significant increase in Return on
Investment (ROI) through video content. Gain a Higher Advantage in Front of Your
Competitors with AMP Receiving 40% Organic Traffic from the Whole Site Traffic AMP
is a simpler and easier way to built light-weight web pages with static content
that loads faster on mobile devices, due to its technology. The project is based on
AMP HTML, new open framework built of existing web technologies. The pages with an
AMP version see a 2% higher CTR, which translates to more clicks AMP version has
40% of all the traffic for a page. It is an utterly amazing improvement for many
sites because the content renders faster. The project comes to the rescue for a
large number of publishers. Write on Medium to Get Awareness through 6.2 Million
Page views Medium is a network built out for people from people and offers a new
kind of content � publishing, and social media synergy. Every day, there are newly
published articles that could get you over 45,000 views. For a global audience, it?
s best to publish your piece of content on Sunday at 0:00 GMT, because people look
forward to reading something new as the week starts. To give it a kick, you should
use an A/B emailing test sent at different hours to see which hour has the best
open rate. 3. Social media marketing Social media marketing (SMM) is a form of
Internet marketing that utilizes social networking websites as a marketing tool.
The goal of SMM is to produce content that users will
21. 21 share with their social network to help a company increase brand exposure
and broaden customer reach. Develop a Facebook Customized Page Tab to Engage 40% of
Fans Investing in social media is a must. Yet, don?t know if you knew that a
customized page tab gives you the advantage to offer exclusive information to fans.
A personalized page tab can be used to promote registration for upcoming events, to
bring fans to your website, to promote an app or a contest, create a content
library, feature customers reviews or case studies and so on. Socially Stacked
demonstrated that a customized page for a discount can influence the engagement for
that page. In the end, 42% fans liked the page to get a coupon or discount. On the
same side, a case study by Wildfire Interactive showed that a Facebook coupon-based
page tab received the highest engagement rates beside giveaways, sweepstakes,
trivia Contests, Sweepstakes, Contest essays, photo contest, coupons, and video
contest as you can see in the next graph.
22. 22 Write Valuable Content on LinkedIn Pulse and win up to 1,900 Social Shares
in 30 Days LinkedIn Pulse is a professional self-publishing platform. At first,
everyone could write and publish content without any approval. Currently, it is
composed of 500 selected experts. According to Kapko, LinkedIn Pulse �lies
somewhere between blog and social network�. Authors add a number of 50,000 articles
on the platform every week. Brian Lang, blogger at Small Business Ideas, conducted
quite an interesting study on 300 posts featured on LinkedIn Pulse. Most articles
from Pulse were about careers (42%), then about business (15%) and self improvement
(9.33%) and other (33.67%) which includes technology, sales & marketing, current
events, and productivity. On average, the articles from Pulse got 1,843 social
shares, and only 10% had less than 500 social shares, which leaves almost 90% with
more than 500 social shares. If you are featured on LinkedIn Pulse, it can bring
you a good amount of social exposure. From now on, writing on Linkedin Plan should
be a part of your marketing plan. Use Reddit to Grow Your Business & Generate
$6,188 in 3 Months Reddit is a community that has been growing since 2005. Here you
can meet people with similar interests. It?s a place where you could follow news in
a thread categorized in �hot�, �new�, �rising�, �controversial�, �top�, �gilded�,
�wiki� and �promoted�. The nice part is you could follow lots of sub reddits
depending on the industry you?re interested. There were numerous cases when
different stories from Reddit became famous and gained many upvotes. If you choose
to post a link instead of a text you can link to your business and bring visitors
to your website. Scott Keyes is an example of best practice in this case. He is a
reporter for Think Progress and founder of Scott?s Cheap Flights. He turned an
obsession with cheap plane tickets into a $1 million business in under 2 years. In
3 months he managed to make $6,188 only by posting on Reddit. According to what he
said, his posting got him 1,000 free subscribers and 250+ premium subscribers.
23. 23 Target the Online Communities and Hit 10.000 Monthly Unique Visitors Online
communities are a great way to grow your online presence and to catch insights.
Being apart of an online community has its perks. Being around by people with
similar interests and exchanging knowledge is a good way to develop yourself and
the company you are working at. The best online marketing communities you need to
join are LinkedIn, Reddit, Quora, Slack, GrowthHackers and, Inbound.org, ordered in
chronological order. A good example of using the last two comes from Grow and
Convert. The company was born when Devesh Khanal and Benji Hyam met a few years
ago. Since they launched their site, they were active in online marketing
communities, Devesh Khanal on GrowthHackers, on the one side, and Benji Hyam on
Inbound.org, on the other side. They set up a goal of bringing 40,000 monthly
unique visitors in 30 days. As you can see in the next picture it is not quite like
that, but they were able to bring more visitors from online communities than from
organic searches. That is a good start! Get Social Influence to Receive Higher
Rankings by 15% There is a lot of fuss around the subject about the importance of
social signals in rankings. We already know that investing in social media is an
effective digital tactic that can help out with the conversion rate optimization.
Moz study says that Google doesn?t use social share counts directly in its
algorithm. Neil Patel, on the other hand, claims that there might be a connection
between social shares and rankings as you can see in the next screenshot from a
Quick Sprout gifographic. A huge lift of almost 15% in rankings was the result of
an increase of 100 Google Plus followers for a business page. Facebook brought a
6,9% increase in ranking from 70 shares and 50 likes. Lastly, 50 Tweets lift
rankings with only 2.88%.
24. 24 4. E-mail Marketing Email marketing is the act of sending a commercial
message, typically to a group of people, using email. In its broadest sense, every
email sent to a potential or current customer could be considered email marketing.
It usually involves using email to send advertisements, request business, or
solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness. Marketing emails can be sent to a purchased lead list or a current
customer database. The term usually refers to sending email messages with the
purpose of enhancing a merchant's relationship with current or previous customers,
encouraging customer loyalty and repeat business, acquiring new customers or
convincing current customers to purchase something immediately, and sharing third-
party ads. Design a Smart Automated Reactivation Campaign and Boost Sales by 164%
Each business makes its own format for newsletters, but designing a segmentation
for customers that interacted with the site is a guaranteed path to lift the
reactivation of inactive subscribers. The ideal customer will open all emails and
buy your products every time, but that will happen in a month of Sundays. The email
marketing platform PostUp created an in-house case study for one of their clients
to convert inactive subscribers. They built up an automated reactivation campaign
and succeeded in boosting email-related sales by 164%. This is a great example of
improving the conversion optimization of your inactive subscribers. Eventful
created a new approach to automated reactivation campaign where emails included
recommended news based on the previous behavior of the users. Get Personalized
Emails to See an Average of a 19% Increase in Sales Over the years there have been
numerous studies showing that email marketing is the most effective digital
marketing tactic for lead nurturing in your digital strategy. Personalized emails
are more efficient than non-personalized emails and can bring relevant results.
Personalized emails are based on a more in-depth research and understanding of
customer behavior and
25. 25 marketing trends. Most important of all, it requires you to know your buyer
persona to deliver relevant information. Reduce Friction and Increase by 100% Your
Email Sign-Up Rate In marketing, friction means everything that slows down the
process of a user to convert. The ideal marketing planning is not to have friction
at all, but since that?s almost impossible, it?s best to have less friction so you
could convert your leads easily. The news company Quartz leads a research by
reducing friction in email sign-ups. The changes they made to the sign-up process
was to simplify it by using only an email address for subscription and moving to
double opt-in (the user had to click on a link in the first email they received to
activate subscription) to opt-out. When visitors want to subscribe, they go to a
new landing page. Use Segmentation to Increase Deliverability & Experience 141%
Increase in Revenue per Campaign If you aren?t able to use segmentation to target
your audience, you won?t succeed in writing relevant subject lines. You can use
segmentation based on interests, location behavior consumption, mobile marketing,
keyword phrases, lifestyle or other factors. Lyrics discovered that 4 out of 10
marketers who used segmentation experienced a higher open rate, 3 out of 10
marketers saw a lower unsubscribe rate and 2 out of 10 experienced better
deliverability and greater revenue. Increase Your Email Open Rate by 33% with a
Subject Line That Triggers Curiosity Your subject lines are everything when you?re
thinking about the email open rates. Everything comes from there. The call to
action from the subject line must be relevant to your audience. Before you send the
message to your list, think you?re sending the message to one person, someone you
know. Keep in mind that your message shouldn?t be cold, no matter the industry you?
re in.
26. 26 A study from Informz shows how important a subject line is. 33% of email
recipients open emails are based on the subject line alone. 5. Online PR Online PR
activity is closely associated with improving results from many of the other
digital marketing communications techniques in particular social media, SEO (link-
building), partnership marketing and viral marketing / word-of-mouth marketing.
Online PR can be a great, low-cost technique for making more people aware of your
brand or website, but it requires a lot of hard-work - there are no short corners.
Encourage Brand Lovers to Support You Against Trolls Brand lovers are those who
play the role of brand advocates and define the term evangelism marketing. They are
highly satisfied customers and identify themselves with the brand. They are an
asset because they promote the brand waiting for nothing in return. McKinsey and
Company say 70% of purchase experiences are based on how the customer feels. It is
bloody important to provide value and customer fulfillment. Besides the fact that
brand lovers will make sure to tell everyone your product is the best, they will
support you against trolls. Nowadays, people on social platforms are very critical,
and a single wrong comment or tweet can ruin you. Some haters and trolls can make
your life a living hell on the social media. But, thank God for brand advocates!
OldNavy, an American retailer, got socially trolled. The company tweeted an
upcoming sale with an interracial couple image, and then a group of racist people
started posting negative tweets about the brand with hashtags #whitegenocide and
#miscegenation. Before the team from Old Navy began to respond, some advocates of
the brand started supporting the company by posting their own pictures with
interracial couples they have in the family. In times of crisis, it is best to have
your brand lovers that can make a powerful statement.
27. 27 Built a Strong Customer Following & Get Free Endorsement Millennials are a
socially conscious generation. Embracing a cause might be just the answer you?re
looking for if your brand addresses the Y generations. If they believe in a cause,
they are willing to pay more and even a premium price. Knowing they give something
for a better cause makes them feel valuable. The shoe brand TOMS created a campaign
based on a cause that brought endorsement from celebrities and famous people. They
created a new concept �One Day without shoes?, meaning that for each purchased pair
of shoes, another pair goes to a child in need. People from all over the Globe
started a word of mouth campaign and even walk without shoes the whole day.
Charlize Theron became a strong supporter of the cause, alongside a lot of other
celebrities, such as Lenny Kravitz, Chaske Spence and Julia Jones from Twilight,
Dawn Olivieri from the Vampire Diaries, plus Cheryl Tiegs, Gillian Zinser, Jason
Mraz, Tara Mercurio and Lacey Chabert, Thomas Jane, Matisyahu, Living Things and
Tory Burch. Gain Free Media to Get Everyone Talk About You on News and Get 5
Million Views on YouTube Earned media or free media is a term that describes all
the publicity that is not paid but rather gained through promotional efforts.
Earned media happens when you make people talk about your brand no matter where it
appears. Earned media happens after you make smart and creative ads or involved in
successful real marketing actions, created impactful events and so on. Avon used a
digital marketing tactic that generated massive amounts of earned media. �Choose
Beautiful� reached over 5 million of views on YouTube and the term <Dove �choose
beautiful?> received more than a million entries on Google. Hundreds of media
outlets covered the video; numerous news websites claimed that �proves beauty is a
choice�. Create Fascinating Video Content to Attract Native Customers & Increase
the Conversion Rate by 80% Video content started to gain a lot of attention in the
past few years. Almost 1 billion unique monthly visitors are on YouTube,