Supporting product services

Digital marketing consists of four types, each with its own unique goals, organizers, digital tools and marketing plans. Without recognizing the category differences in digital marketing, the overall results of digital investments can be poor and below expectations. For example, when developing a unified brand strategy in Europe, the differences in living culture, market competition, distribution channels, etc. in each country or region were ignored.

We teachers can simultaneously define the four types of digital marketing by students observing the following uses:

1. Supporting product services

By providing relevant information, digital marketing can provide information about product benefits, how it delivers value, the range of applications, and how to access the product.Digital Marketing Agency in singapore For certain products and/or market segments, digital touchpoints will be the primary way for consumers to learn about the product and provide information about services, value and features in an interactive way.

In order to develop digital marketing solutions that support product offerings, it is necessary to have a deep understanding of the target market segments and proactively come up with digital solutions that address their issues and pain points. You should ask these questions.

Is the product or service limited by popularity, perception, credibility or loyalty?

Are there weaknesses or issues at important customer touch points?

How can digital play an important role in areas where there are gaps or weaknesses in the performance management of the brand's business?

In developing a digital marketing program, the digital team needs to work as a group with the business and marketing departments to capture inspiration. Digital marketing should never be reactive and passive.

2. Expand the reach of other brand-building platforms.

Digital marketing can help other brand building platforms increase their reach by adding depth, exposure and engagement. For marketing programs like World Cup sponsorships, there are limits to what can be achieved using traditional media and audiences. On the other hand, digital marketing creates websites and apps that provide interactive experiences and accessible content such as event schedules, news and insights that add value to the campaign.

Those successful ads or videos can be promoted through social networks and video platforms. Branding is rarely successful without expanding its reach through digital marketing. The effectiveness of expanding your reach with digital marketing depends on two key points.

There should be economic cooperation with the digital function at the planning and design development stage of every business marketing management program. Digitalization should not be treated as an afterthought to compensate.

You should prioritize your marketing plan. What is the most effective approach to digital marketing? How can we turn a single success into a long-term success? Be sure to capitalize on these breakthroughs.

Extending the value proposition

Digital marketing can extend a brand's value proposition, which extends and enhances products and services. The Starbucks app allows users to pay quickly, tip, redeem points, find stores, find personalized products, and more. If competitors don't offer such extensions, they are likely to be at a disadvantage.

When a brand's product coverage is large enough, new subcategories can be created that dwarf competitors who lack that coverage. Product extensions can create the unique characteristics necessary to define new subcategories. This outcome can be strategic and beneficial for future sustainability. However, brands must continue to innovate and sustain themselves through an aggressive branding strategy.

Extensions may also be a defensive measure to counter competitors' innovations and maintain the relevance of their products. In both cases, R&D, design, production and marketing personnel involved in product creation and promotion need to work closely with the digital team.

3.Creating a digital-first platform for brand culture building and development

Digital media marketing can also be used to build a digitally-funded brand culture around the "interests" of a company's customers. Brands should learn to be an active partner in the interests and activities that their customers are highly passionate about. Such marketing research programs are designed to build customer relationships and brand equity, not to support Chinese products. Although, digitization is not a necessity here, many of these programs exist that can only be successful if they are enabled or driven by digital technology.

Here are three questions we should ask to determine the viability or success of these digitally based "point-of-interest" marketing programs.

Is there a need to design a new 'Point of Interest' program? Is there a real need for a valuable audience in terms of size and quality? Are there gaps in the market or have other brands dominated?

Can the business develop a unique program that is substantial and meaningful? Realization is more likely if the program is based on the existing capabilities and assets of the business. Will the program get attention and connect with the brand?

Will the envisioned "point-of-interest" program design garner enough attention and build relevance and credibility to appeal to the company's target audience? Will the program and its alignment with the Chinese brand tone?

The strategic role of digital is often overlooked. However, the ability of the last two types of digital marketing to create long-term assets for a company can have a decisive impact on brand vision, brand-customer relationships and maintaining a competitive edge.

Such assets can even become "necessities", creating a whole new subcategory. Once a company realizes the strategic significance of a digital marketing program, its positioning, resourcing and management will change. Experienced senior staff should be involved in the development of digital marketing programs because they have a wealth of competencies and skills and a deep understanding of the business strategy. A stand-alone marketing team, no matter how good it is, will still be overstretched.