One of the major changes that characterize the digital age is the path a freelancer or business has to follow in order to initiate a marketing dialogue with its existing and potential consumers.
This route is called: EMF – Effective Marketing Flow
Digital culture requires us to start the journey with a very precise definition of our target audience, a characterized and clear micro-cluster, and then reach a level of familiarity with it, knowing its needs, its troubles, its expectations, its media consumption profile, its interests. We should be acquainted with its influential environment, the social groups to which it belongs, etc. This phase is based on the information expressed in the term: Social Intelligence.
The next step is a must – creating relevant value for that specific target audience. Once we got to know it, we should provide it with valuable content or tools to meet its expectations and needs at that very moment. The way to do it right is by turning the brand or business into a content producer, so that brands think like publishers . This is the most significant trigger for the growth of content-based marketing or Inbound Marketing.
Creating a personal or micro-segmental value will bring the brand closer to the listening stage which is perhaps the most problematic one in a digital environment, loaded with content, products, platforms and brands. Providing the right value at the right time will prepare the ground for listening. In the end, the competition for gaining the attention of consumers and customers is difficult and tight. Listening can lead to building a long-term relationship between the brand and its potential customers and / or preparing the ground for a desirable market-to-market dialogue.
Brands should understand:
That without acquaintance – there is not possible to bring value. Without value – it is impossible to gain listening nor a relationship without which there is no way to reach effective marketing.
Generaly speaking – businesses should Implement an Added Value approch – this is a business strategy that focuses on creating value for customers by offering additional benefits or services beyond the core product or service being sold. This can be particularly important for online stores, as they often face intense competition and must find ways to differentiate themselves in the marketplace. Here are a few examples of how an online store might use an added value approach:
- Offering exceptional customer service: This could include providing live chat support, offering personalized product recommendations, or providing helpful resources and information to help customers make informed purchase decisions.
- Providing convenient delivery options: This could include offering fast and reliable shipping, allowing customers to track their orders in real-time, or offering in-store pickup or local delivery options.
- Offering free returns or exchanges: This can be a particularly valuable benefit for online stores, as it gives customers the confidence to purchase from the store knowing that they can easily return or exchange items if needed.
- Offering loyalty programs or rewards: These programs can incentivize customers to make repeat purchases, as they can earn points or rewards for their purchases that can be redeemed for discounts or other perks.
- Providing expert content or resources: This could include offering educational videos, blog articles, or other resources that provide valuable information to customers about the products or services being sold.