A guide to storytelling and campaigning
Do you know how Starbucks is using feedback from customers to offer new coffee flavours? Do you know how to bypass the “Six Degrees of Separation” technique through your marketing tactics and connect to more people? If you do then you definitely know what I'm referring to. I'm talking about the inbound marketing concept that may attract 10 times more audience/results than regular outbound marketing. The world has already started shifting focus out of traditional marketing to digital marketing. With the launch of 3G, the scope of digital marketing has unlimited possibilities in Bangladesh.
If you're keen on a career in marketing or a young entrepreneur who wants to promote your business, you must know what works well in this digital marketing era. Let's go over two of the most important digital marketing tactics:
Do you have a website for your business? Are you on Facebook, LinkedIn, Twitter, Pinterest and Google+? What kind of story are you planning to tell through all your digital footprints, be it your commercial website or social media page?
Coca Cola started providing awesome recipes through their commercial website – the recipe goes good with Coke. This made people more engaged to their brand and visit their website for more content/recipes.
Coca Cola set up cameras in vending machines located in Pakistan and India, requested customers from each country to greet each other. Coca Cola took initiative to post the small clips on their website. This was a great way to interact with customers and potential customers.
In recent years, we have seen that organisations are becoming more “human” through social interactions and interesting content. Companies are developing a personality through storytelling – thus becoming less “faceless” – and the trust between companies and consumers continues to grow.
We must ensure that through our digital footprint we attract, engage audience and ensure their visits more often to our websites/ fan page so that we may get the most mileage out of it and bypass the six degrees of separation rule.
Another recent example would be Airtel Buzz, Airtel Bangladesh Limited's Facebook fan page that uses interactive, content and currently has over 2.7 million followers.
Digital Marketing Campaigns
Digital marketing campaigns may go viral and have the maximum effect. All we need to do is first of all communicate the campaign through digital and social media and ensure that customers will be using the digital media to be eligible for the campaign.
A very easy example which some of the outlets/ restaurants are currently using is the 'check in' concept. You check in at the Facebook pages of the restaurants/ outlets and get discount.
Stay tuned for the second instalment of this series which will cover SEO and content crowd sourcing, two very powerful digital marketing tactics.
The writer is a professional with over 11 years of experience in mobile banking and digital marketing and is currently the Head of mCommerce Operations at Airtel Bangladesh Ltd.