Category: Marketing

Although digital segmentation has its roots in traditional marketing techniques, it has evolved into a versatile strategy that can be used in a variety of ways. Advertising businesses frequently combine individuals with similar purchase patterns in traditional marketing. Marketers concentrate on communicating with each of these categories in the most effective way possible. However, in digital marketing, no two clients are alike, and the distinctions between market categories are often blurred.

Let’s take a step back and look at how traditional marketers have historically grouped their customers before we talk about how online marketing altered customer segmentation.

What Is Market Segmentation and How Does It Work?

The process of splitting and categorising your target market into smaller, more defined segments is known as market segmentation. It divides audiences and customers into groups based on common characteristics including demographics, location, needs, and interests. Market segmentation is beneficial since it makes it easier and more effective to focus your marketing resources and efforts on contacting the most valued clients in order to achieve your business objectives.

Market segmentation allows you to better understand your target customer, identify their wants, and discover the best ways to address those needs with your products and services. This enables you to create and implement comprehensive marketing plans from top to bottom.

Examples of market segmentation include:

• A personal care company produces two deodorant products, one for men and one for women.
• Companies segment their audience depending on the behaviors they exhibit in order to develop messaging that is relevant to those habits.
• Consumers are identified by the characteristics of their locality, such as climate and whether it is urban, suburban, or rural.
• Customers are divided into groups based on personality traits, beliefs, interests, attitudes, values, and lifestyles.

Here’s how traditional marketers separate their target audience and customers to better comprehend the market segmentation examples described above:

Demographic Segmentation is the first step.

When defining a target audience, demographic segmentation is a popular method. Demographic characteristics such as age, gender, income, occupation, religion, and country are used by marketing experts to segment the population. This enables firms to focus their efforts on the proper customers – those with the financial means to buy their goods and services.

This form of segmentation is common in the Philippine vehicle industry. Toyota and Honda, for example, target youthful, middle-class shoppers with their inexpensive cars. Due to their high price tags, BMW and Audi often target middle-aged, high-end buyers.

Geographic Segmentation is the second step.

People are divided into groups based on where they live in this sort of customer segmentation. After all, consumer needs may differ based just on location. Heaters are more in demand than air conditioning units in Tagaytay and Baguio, for example, thus HVAC businesses sell their products accordingly.

Behavioral Segmentation is the third step.

Marketers utilise behavioural segmentation to group their target customers based on their purchasing habits, decision-making tendencies, and product usage. Advertisers’ promotion of skin care goods to male and female buyers is a wonderful example of this.

Men’s skincare advertisements frequently include terms like “cool and fresh” and “fights skin dryness.” Marketers, on the other hand, utilise warm terms like “beauty and wetness” and “inner glow” in slogans, commercials, and other marketing materials to engage female customers.

Psychographic Segmentation is the fourth step.

Psychographic segmentation defines a market category based on people’s lifestyles, interests, activities, and opinions. Anytime Fitness, a prominent 24-hour gym with locations all over the metro, uses psychographic segmentation to target gym members who want to stay active despite their hectic work schedules.

These four basic consumer classification approaches are useful in any traditional marketing channel, although they aren’t always effective online. For example, a 40-year-old male internet shopper may share the same interests and purchasing habits as a 25-year-old female online shopper. As a result, marketing to the right possible client based on gender, age, and behaviour may not be the most effective method.

Even if your marketing team has sent the proper group-specific message to an internet user who belongs to a specific market segment, it’s possible that he or she will never become a paying customer. And the answer is simple: he or she never shops online and solely uses the internet to socialise.

Personalization is more crucial in the digital world than grouping customers and making broad assumptions about what or how they buy. This makes digital marketing segmentation unique, yet intriguing, because it illuminates and informs today’s online audience.

Keep up with the latest digital marketing trends. STridec can help you right now.

In The Digital Arena, Buyer Segmentation

Engaging with each customer online isn’t easy, to be sure. As a result, some of the early adopters of digital marketing devised new consumer segmentation approaches that they thought would work well in the digital realm. Marketers can cast a larger net over specific sorts of consumers by employing and testing various tactics for reaching more users, such as digital audience targeting.

Let’s take a realistic look at why disregarding digital market segmentation is doing more harm than good before we delve deeper into the nuances of digital market segmentation and how it might benefit your organisation.

Consider how you interact with other brands as a consumer. If you’re like the majority of people, you’ll go to a website, read some amazing stuff, and possibly join their mailing list. You’ll start receiving newsletters from them in the next few days or weeks, exposing you to their brand and persuading you to buy their products or services.

You remove half of them and just pay attention to the ones that are important to you. The mailings can sometimes persuade you to buy, but most of the time they don’t.

That is the result of digital marketing that is not segmented. You are bombarded with advertisements for items that you are uninterested in. You’ll eventually unsubscribe and forget about the brand if it goes on for a long time. In digital marketing, there are various types of audience segmentation.

As a company, you can’t afford to waste money on marketing without seeing results. Here’s how digital marketing segmentation can help you get more bang for your buck.

Customer Segmentation in Practice

The actual customer segment includes internet shoppers who are ready to buy but haven’t made up their minds on which brand to buy. When these customers search on Google or browse social media platforms, they frequently have certain phrases in mind. These users are also more likely to click on an advertisement for the goods they’re looking for.

The preceding example combines typical demographic, regional, and behavioural segmentation in a way. It is more likely to succeed than establishing a PPC campaign that only targets a specific demographic, such as male customers aged 25-50.

You not only ignore the group of ladies who enjoy wearing leather shoes in this situation, but you also fail to adapt your approach to target clients who are largely from Manila and are looking for low-cost, high-quality leather shoes.

Customer Segmentation Potential

Potential customers are internet shoppers who have considering purchasing but do not have a compelling cause or desire to do so. These customers don’t go looking for a specific product; instead, they browse Google, Facebook, Instagram, and even product review sites. This target niche requires a tailored marketing approach because they require a little nudge before they make a purchase.

You’ll need an additional value proposition when generating digital content or adverts for this market. A one-time discount, a free coupon, or free delivery may be the decisive factor in converting a potential consumer into a paying customer.

Customized keywords like “discounted leather shoes in Manila” or “leather shoes for men with free delivery in Manila” might be used in SEO and SEM campaigns to target this market.

Furthermore, retargeting is a PPC method in which your ad follows users after they leave your website. Even if they are already on other sites or social media platforms, these users will see your ad. Retargeting aids in the identification of your brand among your target market. If these users are familiar with your brand, they will require a little more persuasion before making a purchase.

It’s important to remember that traditional market segments that aren’t actual or potential customer segments aren’t worth wasting digital marketing dollars on because they haven’t shown any interest or potential to buy your product – or any product, for that matter – so trying to persuade them is pointless. Focusing all of your marketing efforts on your actual and potential target segments is more cost-effective.

Don’t know where to begin with digital marketing segmentation? We can assist you! Make an appointment for a consultation right now.

Don’t know where to begin with digital marketing segmentation? We can assist you! Make an appointment for a consultation right now.

How can you precisely define your online target audience?

Your resources are better spent reaching and promoting to actual and potential customer segments now that you understand how audience segmentation in digital marketing works. The next step is to define your online market and determine which of the two groups they belong to, so you can effectively target the proper audience. Fortunately, recognising your target clients is easier than ever before in the digital age. Here are a few ideas for how to go about it:

Conduct polls

If you already have an online consumer base, the easiest and most successful approach to learn more about your target audience and what they want is to ask them. Send a survey form to your customer email list or post it on your website. You may also use your social network accounts to create a poll.

The results of the poll will assist you in properly structuring your digital marketing plan. It’s possible that you’ve been focusing on the actual customer segment when the majority of your target audience is in the potential market segment. You may confirm which users belong to which section by conducting a poll.

Make the most of your data

As an internet marketer, you may already have some information on your target audience. Examine the information on your website. Is your website getting a lot of traffic but your phone isn’t ringing? Does your website appear high in Google’s search results for a variety of keywords, but your inbox isn’t overflowing with requests? It could suggest that you have a large online potential market but aren’t effectively targeting it.

One of the finest locations to find customer data is on Facebook. To learn more about your Facebook audience, go to the insights and analytics section of your business’ Facebook account.

Determine which type of content or advertisement is most effective.

Examine the facts on those posts if you’ve found that specific adverts or content kinds on your website receive more traffic than usual. It will inform you what people look for in an advertisement or on your website. It may also reveal whether or not your target market is ready to purchase your goods.

Investigate Your Rivals

Look over the other side of the fence if you’re short on consumer data. Take a look at what your competitors are saying on social media. Examine their website’s content. Find out what keywords your competitors are using (this one is easy if you work with a digital marketing company). This is a terrific idea, especially if your competitors appear to be doing a good job of reaching their target audience online, and you’ll soon figure out what market group your sector belongs to. How to Use Digital Channels for Market Segmentation

Any digital marketing campaign’s key goal is to stay relevant and top of mind. Here’s how you can use market segmentation across various digital platforms to provide marketing messages that resonate with your target demographic as online experiences and digital capabilities continue to improve. Use the following methods to implement digital audience targeting strategies:

SEO stands for “search engine optimization” (SEO Marketing)

The digital marketing environment in the Philippines has long been revolutionised by SEO services. But, when it comes to SEO, how can you categorise your target market? Targeted marketing activities are required to effectively reach out to specific niche markets. Here’s how to implement it in your SEO campaign:

• Profile parameters can be chosen. Identify who you can target and utilise these types as your categories to describe your audience. Consider the information that customers use to find your products and services. Their age, location, gender, marital status, and other quantitative attributes could all be factors.
• Locate custom segments that are viable. In marketing strategies, segmenting by demographics or region is standard, but in digital marketing segmentation, you may go even farther. Concentrate on the behaviour of your visitors to have a better understanding of your market.
• Google Analytics is a useful tool for determining the viability of your target group. Tracked categories can be found in the Audience area and will provide you with information on how to categorise your website’s users.
• Scoring first. Conversion history, data quality, purchase history, and overall sales readiness are used to score leads. Consider and rank criteria including online reviews and user opinions, as well as people’s lives, interests, and hobbies.

Pay-Per-Click (PPC) (PPC)

If you’re going to spend time and money on PPC management, make sure it includes these three market segmentation strategies:

Sort your keywords into groups.

It’s critical to split keywords by audience type in order to provide the right message in your text and landing pages. To correctly classify them, you must first comprehend the intent behind the keywords. For some search words, this is self-evident. When a customer types “home computer” into the Google search bar, for example, tech companies display material that emphasises “family,” “user-friendly,” or “fun.”

However, understanding the intent for more general phrases like “computer” will necessitate a more thorough investigation. This is when marketers must look at indicators like the average sale price of each term. This will allow you to determine whether a keyword is more suited to B2B or B2C clients.

Allow users to create their own segments.

Customers’ demographic information, as well as their online habits, will, in most situations, define how you segment and target them. Making a menu that allows people to decide why they’re on your website and what they’re looking for is a simple method to do this. You can then create different PPC campaigns for each of your site’s parts to reach the largest possible portion of your target audience.

Targeting based on proximity

Do you want people to come to your actual location? Consider employing proximity targeting to segment your market. Users are divided into groups based on their location and proximity to you. This allows you to direct more of your advertising money toward customers who are close to your physical location and create tiers that allow you to spend less on customers who are further away. This allows you to reach your target demographic effectively while keeping expenses down.

Email Marketing

According to recent statistics, segmented, targeted programmes account for 77% of email marketing ROI. Dividing an audience into groups based on shared traits is a wonderful approach to identify email marketing opportunities, solve problems, and ensure that each communication is delivered to the correct audience members.

Many businesses still believe that sending the identical content to all of their users is acceptable. They just have one large list, but over half of individuals who sign up for their newsletter end up deleting it. Make sure you don’t make the same mistake.

Here’s how market segmentation can help you get the most out of your email marketing service:

• Segmentation by geography: This is the simplest and most evident method of email segmentation. If your company is conducting a special event in a specific location, for example, it’s preferable to send to subscribers who live in or near that area.
• B2B and specialised segmentation: This ensures that you don’t send the same email to a vendor contact as a marketing specialist, sales manager, or administrative assistant. Each position necessitates its own message.
• Segmentation based on content: To do so, you’ll need to rely on the information you’ve gathered about individual contacts. What pages did they browse on your site, for example? What did they do when they were on those pages, specifically? Did they make any purchases or register for anything?
• Segmentation based on behaviour: This is a more in-depth look at email marketing segmentation. How long does it take a consumer to leave a page? What is the average number of clicks or page views each visitor? Do they come in and swiftly check out their shopping cart? Or do they come back to your site a few times a week before checking out the products in their shopping cart?

Social Media Marketing 

Of course, we must not overlook social media marketing, which is frequently the lifeblood of small businesses operating online. Here are some simple strategies to segment your audience and improve the targeting of your social media messages.

Platform selection that is appropriate.

It’s worth noting that the social media sites you choose already function as market segmentation. Twitter’s demographics, for example, are skewed toward millennials, so if you have specific marketing messages for this age group, posting more on Twitter could help you reach them. Similarly, the majority of Pinterest users are female, but Instagram has a diverse user base. If your company has various platforms, you can utilise these distinguishing features to assist you determine where to publish your material.

It’s also worth noting that each social media site allows you to segment your audience in its own unique way. Facebook, for example, allows you to filter your audience so that you may focus on the people you want to reach. Linkedin allows you to connect with pre-defined groups of people from various demographics. Twitter allows you to manually categorise your followers into different groups by creating lists.

Make the most of these tools and capabilities to split your audience into smaller, more focused niches. Digital Marketing Segmentation’s Power Today

We’re not suggesting that you fully forgo traditional market segmentation strategies. However, in a world where over 60% of people, or 4.66 billion active users, are online, it’s also more cost-effective to focus your marketing spending on those who are more likely to convert rather than reaching out to a large number of market groups and hoping for the best.

You may change your entire digital marketing approach now that you have a better grasp of your target demographic online and how to exploit market segmentation across numerous channels. Numerous business advantages result, ranging from cost-effective, intelligent marketing to improved sales and high customer loyalty.

Do you want to learn more about how to reach your target audience online? Register now for our Digital Marketing Masterclass.

A successful digital marketing strategy does not rely on a single strategy. After all, SEO isn’t the be-all and end-all when it comes to producing qualified leads.

Pay-per-click (PPC) advertising can help you achieve all of your goals, including increasing your website’s online visibility, traffic, and conversions.

Despite the fact that PPC is a significant tool in many firms’ promotional arsenals, many marketers are still unfamiliar with the concept. Many of them are still unsure of what PPC is and how it works. However, no matter how puzzling it may be, businesses cannot afford to overlook the advantages that this channel can provide.

We’ll explain what PPC advertising is in this article, including its definition, process, and several benefits.

What Is Pay-Per-Click (PPC) Advertising?

PPC advertising, or simply PPC, is a marketing strategy in which a company creates an internet ad and pays each time a user clicks on it. The ad is free to place online because the costs are only incurred when consumers interact or engage with it.

There are two types of pay-per-click (PPC) advertising:

• Ads that appear as search results on Google, Bing, and other search engines.
• Advertisements that appear as photos, videos, or paid postings on third-party websites and social media platforms are known as display advertising.
• Ads that can be in the shape of banners, text ads, or images are used in retargeting. They’re a terrific way to remind users of anything they’ve previously searched for, and to persuade them to buy what they’ve left behind, or to make a new purchase. Retargeting advertising can also be used on other digital platforms, such as email marketing.
• While there are a variety of platforms for PPC advertising, most marketers prefer Google Ads, which is now the most common supplier for PPC search advertising. This isn’t surprising, given that Google has a 97 percent market dominance in the Philippines’ search engine sector. Because the majority of people use Google to look for products and services, it’s an excellent spot to position sponsored search advertising.
• PPC systems use an auction method to decide which ads to show. This auction takes into account how much each advertiser bids, the quality of each ad, the ad’s relevance to a user’s search query, and a variety of additional considerations, depending on the platform and ad type.
• Bidding on keywords, also known as words and phrases that online users type into search engines, is another aspect of PPC advertising. Marketers and advertisers select keywords that they expect their target audience will use while looking for information about the items and services they are promoting.

How Does Pay-Per-Click (PPC) Work?

Let’s speak about how PPC works for your business now that you know what it is.

There are various steps to PPC advertising. Determine your goals, select a budget, create a keyword list, bid on keywords, set up separate keyword campaigns, write keyword-optimized headlines and ad copy, and finally create individual landing pages are all steps in a step-by-step procedure.

Let’s take a look at each one individually.

Choose your platforms.

There isn’t just one form of PPC ad, as previously said. PPC advertising can be placed in search engines, on your customers’ favourite websites, or on social media.

With so many options, you must first decide on your objectives. It’s easy to determine where you want your paid ads to appear once you’ve outlined your aims. Do you want to be at the top of the search results, for example? Look into search ads. Perhaps you’d want to market your products and services while acquiring more Facebook followers? Then social media ads seem like a fantastic idea.

Conduct keyword research.

One of the biggest benefits of PPC advertising is that you can utilise keywords to target your most valuable consumers and appear in front of them when they’re ready to buy.

Keyword research provides information on the performance of certain keywords, the amount of competition for those keywords, and the average cost-per-click for those keywords. All of this data might help you evaluate whether it’s worthwhile to target specific keywords.

Create a budget.

How much money should you spend on PPC advertising? When it comes to PPC, you have complete control over how much you pay for ads and how much you bid for each term. However, if you want an agency to manage your campaign for you, you’ll have to factor in the fees of PPC management services. You can then start planning a budget around their expenses.

Once you’ve established an overall budget, you may divide it into two parts: advertising and management. The more precise your budget is, the easier it will be to stay on track financially.

Spread your spending across all of your marketing campaigns when you’re just getting started. You can spend more of your budget on better-performing keywords and campaigns after you see results from your campaigns.

When it comes to bids, set a budget based on keyword competitiveness. Choose a bid that is within your budget while still providing a decent ranking for your ad.

Create an account on the ad platform of your choice.

You’ll need to create a Google Ads account if you want to advertise on Google. Registration is free, but you must enter a payment method and billing information in order to activate your account. The platform requires payment information in order to charge your ad expenditure to the appropriate account.

You can choose an average value for how much you’re willing to spend on your account every day when creating your first campaign. You’ll next tell us about your target audience, the keywords you’d want to bid on, and the geographic areas where you’d like your advertisements to appear.

After that, you’ll need to set your bid and write your ad. Make sure your advertising connects to a page on your website where users may learn more about making a purchase.

Your PPC ad campaign will be ready to launch once you’ve completed all of these steps. Just sit back and wait for the clicks to come in.

Analyze your advertising to see how successful your campaign is and how you can enhance it.

The ability to track the success of a PPC advertising campaign is critical. You’re missing out on a treasure trove of vital information if you don’t analyse and measure the efficacy of your PPC advertising.

Link your Google Advertising and Google Analytics accounts to evaluate and measure your PPC ads. After you’ve linked them, all of the data generated by your ads will be automatically posted to your Google Analytics account, allowing you to quickly examine key facts about your PPC campaign.

The following are the KPIs you should track in regards to your sales funnel:

• Impressions (Awareness Stage): Impressions are the number of times your ad appears in the Google Network or in search results. Impression tracking is vital since it informs you how many people viewed your ad. Even if they don’t click on your link or make a purchase from your website, they will remember you for your catchy phrase or cool graphics, which is a step toward brand recall.
• CTR (Information Stage): Your CTR is calculated by dividing the number of clicks received by the number of impressions. You want a high CTR for your campaigns since more users clicking on your ad will be able to browse your content and learn more about your products, services, and company. They are more likely to purchase after receiving useful information. Your CTR reveals how people react to your adverts, revealing information about your search intent, audience targeting, and more. It has an effect on your CPC and quality score as well.
• Return Visitors (Consideration Stage): Return visitors are those who have clicked on your ad and then come back to your site after a certain amount of time has passed. You can employ retargeting advertisements or tweak your site to ensure they convert to purchases by the time they return if they didn’t convert on the first and second visits.
• Conversions (Stages of Closing or Making the Sale): You’ll need to set up a conversion action in your Google Ads account to view the full scope of your ad campaign’s success. This action can be anything you consider worthwhile or a conversion. Filling out a form on your landing page, clicking the Contact Us button, or looking at one of the products mentioned in your ad are all examples of this. Whatever conversion you’re tracking, after you’ve set up the right conversion tracking tool, you’ll be able to keep track of it. Google Ads provides a complete array of conversion tracking options.

How Does The Pay-Per-Click (PPC) Ad Auction Work?

We just took you through the entire PPC advertising process and explained what PPC stands for in marketing. When people ask, “What is PPC advertising?” they usually mean pay-per-click advertising. They are intrigued about the auction process and may ask, “How does PPC work?” or “How does PPC work?” After all, how do ad networks such as Google Ads select which PPC ads to display?

Here’s a quick rundown of how the PPC search ad auction works:

A user looks for “women’s running shoes” on the internet.

A search engine checks to see if that keyword has received any bids.

If no, the search engine returns results without advertisements.

If you answer yes, the search engine will begin bidding on your behalf.

The search engine assesses the quality of each ad, assigning grades and rankings to those placed by advertisers based on a variety of criteria.

After that, the search engine displays the highest-quality adverts in the search results and costs advertisers on a pay-per-click basis.

When it comes to the ad auction itself, ad networks use a number of stages and elements to ensure that users receive the most relevant advertising. Take a look at Google Ads’ ad auction, for example.

When Google starts an ad auction, it takes into account a number of elements to calculate your Ad Rank. Google uses Ad Rank to determine the order in which paid advertising appear on a search results page. As a general rule, the ad with the highest Ad Rank is placed first, followed by the ad with the second-highest Ad Rank, and so on. At each auction, Google determines your Ad Rank.

The following factors are used by Google to determine your Ad Rank:

The amount you’re willing to spend each time someone clicks on your ad is referred to as your bid. Bids are usually keyword-specific, which means that the costs of each term will differ from those of other keywords. A high bid does not guarantee that you will win. Even if you bid low, a high-quality ad can help you win the auction, which is what you want.

Quality score: This is calculated by Google based on the relevance of your ad to search queries, as well as the projected CTR and landing page UX. Google uses this metric to assess the quality of your adverts, landing pages, and keyword targeting. You can check your Quality Score in Google Ads to get a head start on boosting your Quality Score and Ad Rank.

Thresholds for Ad Rank: Thresholds refer to user attributes (location) and the user’s device (mobile vs. desktop). Thresholds can also vary depending on the nature of a user’s search phrases and related query auctions. For example, auctions for the search terms [wedding giveaways] or [party favours] could inform Ad Rank thresholds for the search team [wedding favours].

Advertiser competition: Google looks for competitors who are bidding on the same terms. To win the greatest spot on the page, you’ll need to outperform your competitors in terms of ad quality, bid quantities, or a combination of the two.

Google will select where to place you in search results after determining your Ad Rank. You win the auction if you have the highest Ad Rank, but even if you don’t win, you can still get a slot in the search results, though you’ll be put below higher-quality advertising. Your position is determined by your Ad Rank.

The following factors are used by Google to determine your cost-per-click:

Your CPC = Ad Rank of Advertiser Below You / Quality Score + $0.01

The PPC ad auction is ultimately completed after this phase.

The Advantages of a Pay-Per-Click (PPC) Advertising Campaign

We’ve discussed what PPC advertising is and how it works, but what about its advantages? If you’re still on the fence about starting a PPC campaign or hiring PPC management services, here are a few ways PPC can help your company and increase its ROI.

Fast results

Unlike traditional advertising and other forms of digital marketing, PPC generates immediate results. You can develop and post ads right now and view the results the next day. It’s an excellent technique to promote new products and limited-time deals in order to improve instant sales.

Extremely precise targeting

You may target your ideal customer using PPC advertising. That way, you can put your adverts in front of the people who are most likely to convert or buy anything. This allows you to cut down on ad waste and focus in on your target demographic, no matter how small or niche it may be.

Reach out to your local customers

PPC is used by about 45 percent of small businesses. If you aren’t, your competitors will be one step ahead of you, making it difficult for you to attract local clients.

Because you can choose who you want to reach with your adverts, you may target locals, increasing brand knowledge and foot traffic to your store.

Only charge them when they click

You only pay for PPC advertising when someone clicks on your ad and is redirected to your landing page or website. This ensures that your ad dollars are spent on those who are truly interested in your brand. You also have more time and money to optimise landing pages and other end-of-funnel material because you only pay when customers click.

A chance to make up for lost connections

If your repeat traffic is poor, it suggests that the majority of your visitors will not return. PPC advertising allows clients who have previously visited your site a second chance through the use of retargeting adverts. Someone coming and going doesn’t necessarily mean they aren’t interested; they may have simply been sidetracked in the past. Remarketing advertising can help you cut through the clutter and keep prospects engaged with your brand, regardless of how they came across you in the first place.

With PPC Advertising, Unleash Your Brand’s Potential

You can begin your PPC advertising campaign right away now that you understand what PPC is and its various intricacies and benefits. It’s a powerful tactic that can help you gain an advantage over your competitors and stay ahead of them in search engine results.

Stridec can assist you with a PPC campaign or a whole digital marketing plan. When you partner with us, you’ll get a personalized PPC campaign tailored to your company’s goals and efforts. We do more than just drive traffic; we also assist you in achieving your ultimate goal: a higher cash stream.

Contact Stridec right away if you’d like to learn more about how PPC works.

We all know that before purchasing a product or service, buyers require information and time to evaluate it.

However, marketers, advertising, you, and I all know that these judgments are driven by emotion rather than logic. As a result, emotional marketing is appealing.

Emotional advertising makes first and lasting impressions about your business in the marketing world. Customers will remember you and think of you first when they are seeking for a product if you conduct a campaign with significant emotional appeal.

Emotion and Reason Aren’t Opposites

Stridec, we were taught at school that reason and emotion are diametrically opposed. Reason (and the Self) are always at odds with “rational” and “irrational” impulses, according to Plato and Immanuel Kant’s teachings.

Reason and emotion are not mutually exclusive, according to scientific study conducted over the last thirty years.

We are more influenced by our feelings and subconscious than we know.

Consumers choose brands based on personal feelings and experiences rather than actual brand traits or attributes, according to studies based on MRI scans conducted by neurologists.

Antonio Damasio, an American-Portuguese neurologist, authored the bestselling novel Descartes’ Error about a brain tumour patient who struggled to make decisions because his tumour had taken away his ability to feel.

According to a growing body of psychological and neuroscientific evidence, rational decisions are emotional activities.

When individuals have no image, sentiment, or opinion about your brand, it is its worst enemy. Consumers are far less inclined to evaluate your offer if they do not feel strongly about it.

Emotional marketing campaigns that work have a lot of emotional appeal.

This is why advertisers believe in using emotional appeal in their advertising. Emotional marketing has the ability to affect human behaviour. It raises brand awareness and affinity, which can lead to increased sales and increased consumer loyalty.

Digital marketing amplifies these messages by reaching out to a wide range of demographics, interest groups, and time zones – and can quickly broadcast campaign messaging to large audiences.

In mainstream advertising, emotional marketing worked brilliantly. In the digital world, it performs much better.

Millennials and Gen Z “Zillennials” can be reached through emotional marketing. These customer categories are more prone to impulse purchases and respond to bold, compelling visuals.

It is critical to personalise the message. You can also reach out to Generation X and Generation Alpha. They’re all on the Internet, and you’re on it as well.

What Is Emotional Marketing and Why Does It Work?

So, what exactly is emotional marketing, and why is it effective?

Emotional marketing is the process of producing and distributing marketing messages that express a specific feeling with the goal of establishing a strong connection with audiences.

Emotional marketing uses powerful appeals to human emotion – such as joy, fear, anger, grief, and other emotions – to persuade a customer to make a purchase.

Emotional marketing can benefit your brand in a variety of ways, including:

Making A Lasting Impression

The most effective emotional marketing strategies are those that are based on the assumption that consumers would remember taglines and scenes and will quote them in conversation.

In terms of recall, preference, and loyalty, emotional marketing adds value to your brand. If your commercial or ad is made into a GIF or a meme, consider it a big compliment.

Getting Real Purchases And Conversions to Happen

Consumers will remember how you made them feel for the rest of their lives, and if you’ve persuaded them with your emotional appeal, they’ll buy.

Increasing Your Brand’s Visibility – Perhaps Even Going Viral

People talk about companies or commercials that they like in the offline world. People share in the online world. The best campaigns may and do go viral, depending on the response they receive.

Changing Purchasers Into Advocates

Viewers may be inspired to share your message and promote your brand if you use emotional advertising. When a person feels pleased, satisfied, or inspired after using your products or services, they become an extension of your brand by spreading the word about it.

Using Emotional Advertising to Get Results

Emotional marketing entails using strong emotions to make a lasting impact.

Take a look at how major businesses used five basic human emotions to make great emotional appeals: fear, surprise, anger, sadness, and happiness. We’ve included a few examples of excellent emotional advertising for you to consider.

Fear

Fear has the power to motivate people to make changes in their life, making it an excellent emotional motivator for fast-moving consumer items and personal hygiene products. Fear of missing out (FOMO) can be a powerful motivator for Millennials and Gen Z.

Then there’s just plain old terror. Consider this amusing Halloween commercial from Burger King, which pokes fun at McDonald’s (as they often do):

Surprise

RC Cola, a Philippine beverage company, released an out-of-the-box “Family” commercial with a weird plot and an even more surreal finish before the end of 2020.

Needless to say, the ad appeared to be more of an attempt at virality and top-of-mind recognition than a personal message to its intended viewers.

The RC Cola commercial went on to earn a bronze medal in the Film category at the 2021 Cannes Lions, the Oscars of advertising.

Anger

Not all emotions are appropriate for all brands. And brands don’t play around with the feeling of fury. However, current events may need an angry response.

Consider Nike, a hero brand whose tagline, “Just Do It,” encourages people to be brave and resilient.

Nike decided to make a statement against prejudice and intolerance in the aftermath of George Floyd’s killing and the Black Lives Matter marches. It used a simple black background and a copy-driven commercial with a new tagline: “For Once, Don’t Do It.”

Sadness

People missed the pleasure of travel during the pandemic, and while the world is slowly recovering, travelling in groups is still not recommended.

Traveling alone for the first trip in a long time can be difficult, even lonely, but Expedia is here to help.

Happiness

Many Filipinos were introduced to K-drama in 2020, as well as one of the genre’s biggest hits, Crash Landing On You. Hyun Bin and Son Ye Jin, the drama’s leading couple, acknowledged at the end of the year that their onscreen romance had developed into a real one.

A few months later, the happy couple was featured in a Smart 5G network commercial, which went viral on social media and in international news. It also gave credence to long-suffering fans who had been hoping for the couple’s off-screen happily ever after.

How to Use Emotional Marketing Effectively

Emotional marketing involves a lot of moving parts that have to work together to make it effective. Here’s how to tie everything together.

Storytelling – Telling a tale allows you to connect with your target audience without being preachy or heavy. The best stories, according to Pixar, appeal to our deepest emotions. To help you write a fantastic storey, try applying their 22 storytelling rules.

Design that is “emotional” – Keep in mind that the colours, patterns, and subjects you use in your design can all transmit different moods and sentiments. Use voice, music, and video to bring your storey to life.

Copy that matches the tone of your design – The tone of your design should be reflected in the headline, body, and other microcopy. Pay attention to the fonts, colours, and positioning of the copy.

A clear, basic message – If you can’t condense your brand statement into a single sentence without explaining it, it’s time to rethink it. Choose a statement that is genuine, meaningful, and in line with the brand’s image. People are quick to pick up on insincerity or playing to the crowd. They will draw your attention to it, as well as the attention of others.

A thorough understanding of your target market – Understanding your market’s habits, beliefs, and deepest aspirations is critical to your campaign’s emotional appeal. It’s critical to fine-tune your digital marketing segmentation approach if you want to create messages that are both relevant and memorable.

Emotional Marketing in the Digital Age

Emotional marketing, like mainstream advertising, works well in digital, but what can or should you do differently if you’re not creating “conventional” advertising?

Be flexible when it comes to digital advertising and social media types.

We’ve all had to adjust our marketing strategies to accommodate new digital formats and sizes. Your TV marketing campaign might work on YouTube, but would your Out-of-Home billboard design work on Google Discovery or YouTube’s social feed?

Design for the internet. Design and copy should be resized and rearranged for mobile-first and desktop settings.

Speak the Social Language

Your brand may have its own voice, but communicating on social media platforms also necessitates an understanding of the “local” lingo.

Are you making emotional content for social media platforms like Facebook, Instagram, or Tik tok? Maintain a level of professionalism. Make text that talks to people rather than at or over them.

Improve Your Timing

Find out how your target audience behaves on the platforms you’ve chosen. Perhaps your brand message is intended for times other than mornings, such as early evenings or after work. Timing is just as important as the message’s format and content.

Determine Your Campaign’s Mix

Customers and industry experts pay close attention to a superb emotional marketing effort. And, in today’s environment, many people are curious about how the campaign was put together.

Don’t limit yourself to only using digital marketing strategies. A behind-the-scenes video on YouTube or LinkedIn, as well as a digital PR campaign on industry websites or an interview with prominent podcasters, can all help.

If it matches your brand, talk to journalists and publish articles in print. Make use of both digital and traditional media to promote the benefits of your campaign.

Concentrate on Conversions

The beauty of digital marketing in the Philippines is that we now have the tools and platforms to direct your customer to a booking, a sign-up, or a purchase.

Integrate your emotive advertising campaigns directly into your e-commerce digital marketing operations to get the most out of them.

Get Help With Digital Marketing

If you don’t know what metrics you’re tracking, marketing dollars split across numerous digital platforms can spread your efforts thin.

Don’t squander your internet marketing efforts. Use a PPC agency or get help with social media marketing in the Philippines; specialists are available.

Because emotional marketing is all about the people you’re trying to reach, the way you create and craft your message is vital.

Appeal to your audience’s underlying values and beliefs, as well as their imagination, by using your knowledge of them. If you can build an emotional connection with them, you might be able to persuade them that your pitch, product, or our service can help them.

For many businesses, going online was the only option to overcome the pandemic’s obstacles. Many retail firms experimented with novel digital experiences for their customers and offered them.

Some of these brands learned that they didn’t just make it through this time. They recognised an opportunity to succeed.

What happens next when you’ve successfully retained old customers and gained new ones? What should brands do now that things are slowly returning to normal to retain this connection?

The answer could very well be omnichannel. It’s not a new notion, but it was dismissed for years because it appeared to be so logistically and technically difficult.

Today, omnichannel is deserving of a second look, especially if your company wants to stand out from the crowd – and there is evidence that omnichannel achieves just that.

Do you want to learn more?

Join us for Stridec 9th webinar, From Offline to Online: Fashioning the Retail Omnichannel Experience, on July 29, 2021 at 2 p.m. PHT. Whether you provide items or services, are B2B or B2C, there will be significant insights for your organization, even though our case study discussion concentrates on retail. Everyone is invited!

Please visit our registration page to register for this event. To learn more about this event, examine past webinar topics, or watch past Stridec replays, go to our Stridec page on our website.

You may also keep up with our regular updates on our Facebook and LinkedIn accounts.

Amazon’s Unexpected Move

Amazon, the world’s largest e-commerce company, began secretly opening the first of 20 planned retail convenience stores under the Amazon Go name in 2018.

In 2015, Amazon created Amazon Books, a chain of physical bookstores. It bought Whole Foods, a high-end organic grocery store business, two years later.

Observers were not surprised, as Jeff Bezos has previously revealed his intention to open a physical store in 2016. Still, why would a billion-dollar, wholly internet company take such a risky step?

According to Natalie Berg, author of an Amazon business book, Amazon sees the future of retail as “mixed.” Customers may prefer online to offline, or vice versa, but they rarely do so separately.

Berg also believed that focusing on physical storefronts would help Amazon break into the fashion retail market and save shipping costs, as well as pricey returns from unhappy customers.

Perhaps Amazon had foreseen something before countless other e-commerce success stories. The COVID-19 pandemic, however, revealed the full depth of this potential.

Let’s fast forward to the year 2020.

The first two quarters of 2020 saw a consistent flood of retail-related bad news. During the pandemic, global brands crumbled and were forced to file for bankruptcy protection.

Neiman Marcus is a department store in New York City. JCPenney. J. Crew is a brand that sells clothing. GNC. Brooks Brothers is a brand of men’s clothing.

Inditex, the European retail behemoth, said in June 2020 that it would liquidate over 1,200 locations worldwide due to a 44 percent drop in first-quarter revenues between February and April 2020. To offset these losses, it plans to bring its biggest brands, such as Zara, Bershka, Pull & Bear, and Massimo Dutti, online and use omnichannel strategies.

This is the point at which the plot twists.

While many brands struggled during the pandemic because they were unprepared for digital and e-commerce, Inditex used omnichannel and saw digital sales increase by 74% in the first half of 2020. Inditex also stated that some time before September, it had received one million online orders in a single day.

Target, a department store operator in the United States, used omnichannel to promote bargains on its website and provide same-day services including Drive Up, Order Pick Up, and Shipt.

Target recorded record sales and earnings in the second quarter of 2020, with a 24.3 percent increase in sales and an 80.3 percent increase in profits. Meanwhile, digital sales had increased by 195 percent, thanks to internet ordering.

Integrating its physical and digital retail selling skills yielded significant benefits (for example, online ordering and store pickup).

Target also discovered that multi-channel shoppers spent four times as much as store-only shoppers and 10 times as much as digital-only shoppers. It was also determined that Target’s physical locations fulfilled more than three-quarters of its internet transactions.

Taking The Risk

These are heartening tales. They envision a “blended” future that includes both offline and online shopping, as well as physical storefronts and e-commerce. In this regard, omnichannel may be the next great step forward.

Why does this matter in this context?

Because, as these studies reveal, customers have discovered and enjoy omnichannel.

Consumers who are tech-savvy will grow to expect it.

One thing to be clear about: omnichannel is not the same as multichannel. You’re online if you have both physical and digital stores. However, you aren’t really running an omnichannel firm if the customer experience isn’t connected between the two.

Furthermore, because of the supply chain complications that omnichannel brings to the table, there is genuine industry apprehension. According to Stridec Marketing Manager Ella Bugayong-Pabellano, who has worked in retail for years, sales and marketing must combine with inventory management, warehouse fulfillment, and IT.

With the right IT partners that can handle both supply chain and front-end customer relationship management, omnichannel is a viable option (CRM). One of the most significant advantages of this leap forward is the opportunity to learn more about The New Customer of 2021.

To chart The New Consumer’s path to buy in this new Age of Privacy, innovation and sensitivity toward new customer data-gathering norms will be required.

The top retail businesses in the Philippines are already taking moves toward this probable future. And we know of at least one company that is working to make omnichannel a reality.

However, omnichannel isn’t just for the fashion industry. It is applicable to B2Bs as well as service industries such as banking.

Statistics on video consumption speak for themselves.

According to Facebook, 500 million people watch their videos every day.

YouTube claims that its users view more than a billion hours of video every day.

According to a Cisco report, video content will account for more than 80% of all internet material watched by the end of 2021. People will also watch 3 trillion Internet video minutes per month, equivalent to 5 million years of video per month or 1 million video minutes per second, according to the report.

These are enticing figures for marketers to consider.

There’s little doubt that video will play a bigger role in your content marketing approach in the future.

Are you unsure what kind of video material you should create?

You should familiarise yourself with the following material formats. We’ll go through the advantages and disadvantages of each format, as well as how they fit into your overall plan.

The Business Video

Many companies use corporate videos to introduce their customers about their history and culture. It can highlight social efforts or explain the many components of its business.

These videos may include the company’s founder, prominent executives, and flagship items. Images from the office, employee interactions, meetings, and what individuals wear to work lend a personal touch to your brand.

A CSR (corporate social responsibility) video, which is an essential subgroup of the company video, can emphasize the company’s contributions to society.

Is your company committed to achieving carbon neutrality? Contribute to the delivery of educational programmes in underprivileged areas? Do you donate to food banks or assist in the delivery of water or electricity to remote areas?

Company videos that are well-made can help you visualize these concepts quickly and effectively.

The Conversation

The interview style enables you to associate your brand with a well-known figure or someone powerful in your industry.

You can conduct a one-on-one interview or organize a panel discussion with several speakers. These individuals should be chosen based on their ability to appeal to your target audiences or their expertise in the topic.

The topics of conversation can be varied, and they do not have to be related to your line of business. For example, you might hold interviews based on themes that reflect your company’s beliefs, or you may provide brand testimonials to help sell your items.

If your company encourages a healthy lifestyle, you could discuss the latest fitness or health eating trends.

You could gather articles with soundbites from delighted residents if you sell real estate.

How To Video Or Video Tutorial

This content type is in high demand, particularly if your product is extremely technical, requires some talent to use, or answers some troubleshooting issues that your consumers may have.

Video content marketing is a huge field. To assist people master concepts, skills, or tools, instructional or how-to videos can be produced in videos as short as 2-5 minutes or sequenced in chapters.

Have you seen the content on Lynda, Coursera, or Udemy? Some educational content is in such high demand that educational sites may offer you a partnership to appear beside them.

Whether it’s a food demo, a cosmetics tutorial, or a how-to on setting up an Analytics account for your website, YouTube and/or Facebook will usually suffice to help you advertise your content.

The Vlog

The vlog is a fantastic piece of long-form material created from the perspective of a video blogger, or vlogger.

The vlog segment frequently sets the vlogger in a situation where they can record themselves doing something. It may be a scuba diving trip, a new restaurant visit, or a trip to a different nation. A vlog can be a how-to, a personal statement, or a mukbang at times.

The finest vloggers know how to edit important situations, add music and unique humor, all while conveying their personalities naturally on camera.

Because the allure of a vlog is getting to know the vlogger and what they do in their everyday lives, stripped-down, behind-the-scenes videos can help vloggers and their fans form deep and loyal bonds.

It has the potential to turn inexperienced content creators into seasoned influencers who boost the visibility of the brands with whom they collaborate.

The Webinar Or Presentation In Real Time

In the current context, companies that want to address industry matters are still avoiding in-person seminars and conferences.

Enter the webinar, a useful, educational dialogue moderated by a host or moderator.

Then there’s the live presentation, which usually consists of a single speaker giving a keynote-level speech in real time. The most well-known example is the 15-minute TED Talk.

A live webinar presentation or presentation has the advantage of having targeted, educational, or informative information. You can attract interested audiences who pick up useful ideas and engage with the speaker by using the correct promotions.

It’s a method of increasing brand awareness by linking you with a person or a set of ideas that people care about.

A live webinar or presentation, depending on the design, can also help you achieve thought leadership in your market.

Investing in the Production of Video Content

Video content creation, like strong written or visual material, is not always simple or quick. DIY quality videos are now available at a fraction of the cost thanks to new video creation and editing technologies.

You could, of course, enlist the help of a digital marketing agency to accomplish it for you. Simply concentrate on your digital segmentation, communication goal, and providing distinctive content that sets you apart from the competition.