American businessman E. St. Elmo Lewis founded this concept in 1898 while optimizing sales calls to convey the uses of a product correctly to potential buyers.
Donning the hats of marketing heads for many brands, he perceived advertising as a way of training and educating potential buyers. Gradually, his scientific theory on advertising became popular.
His model is applicable even today and so is important for digital marketing.
- A: Start with an amazing product image to grab attention.
- I: Explain product features in an enchanting manner to stoke interest.
- D: Instil in your prospect a desire to own the product.
- A: Convert the prospects’ desire to buy into action by guiding them to your shopping cart online.
And if you go a step further, and assure your customers that they’ve taken the right decision by trusting you, you go to S. Satisfaction.
You can, but first understand the market. The failures in platform-based services are exponentially high as compared to successes. Adapting to the market is the key.
For instance, Sidecar couldn’t enter the market as early as Ola and Uber did. So it failed while the other two have survived in spite of struggling.
Learning from the faults of competitors will strengthen your strategy. Underestimating their abilities will lead to failure as it happened with Microsoft’s Internet Explorer or eBay.
Your only solution is your base of existing clients who can vouch for you. This is how we use social proof to spread trust and convert.
Provide proof to your prospects. Rank your clients based on the frequency of purchase & positive feedback. Request the customers whose loyalty you’ve won to post product reviews.
These recommendations from your existing clientele will create some goodwill and inform non-buyers.
The social media share of voice (SOV) will tell you what portion of your sector’s cumulative advertisement belongs to your brand.
Divide the total social media mentions of your sector by 100 to get 1% of social media mentions.
Use this figure to divide the total of your brand mentions and get your social media SOV.
It’s great! If you have a strong design team, Instagram is THE platform for you. Promote the fastest with Instagram Stories that reach all your followers instantly.
Most of smartphone users use their devices in portrait mode, thus making it mandatory for you to keep posts immersive enough to scroll down.
Split your images into multiple smaller ones to excite viewers. Experiment with formats and A/B test with positions of call-to-action buttons for conversion.
Once you do a thorough persona building, you’ll come to know what your buyers like and how they behave.
Typically, buyer’s journey involves 3 stages: Awareness, Consideration & Decision. That is, they come to know about you, they shortlist you if they want something you provide & then hopefully buy from you.
If you clear the 3 stages, you reach the 4th & the final ‘Delight’ stage in which a happy buyer recommends you to others.
All brands are prone to such untoward situations. What separates a high performing one from a moderate one is the strategy (or the lack of it) to handle such a situation. So, plan yours.
Study the services you provide from a buyer’s perspective. Fix the situations in which your brand may falter. Know that late response ticks people off. Wrong information is disastrous too. So, train your staff to be prompt and accurate always.
Deploy a crisis management team with a concrete process to manage such situations. A foolproof customer policy saves you from danger. So don’t forget to mention your policy, terms and conditions clearly while selling.
Sure. Advertising on FB has become more transparent. You’ll be able to see your competition’s work in ad library.
Your ad will now be targeted better thanks to the new algorithm that will match your ad better to people’s interests. You’ll get better engagement.
Users will be able to clear, mute and modify notifications across categories. Calibra by Facebook will work like a digital wallet.
But brands related to housing, employment and credit cards won’t be able to target people on the basis of race, age or gender.