You need to determine your digital marketing strategy differently according to your company’s product range. A planning in line with your customer segmentation on both social media and other interactive platforms will highly affect both your communication and marketing activities.
According to your low-high consideration determinations, the purchasing power and willingness of the customer gain importance in this sense. The most important point here is the price range of the product to be marketed. For example, selling a car or a chocolate bar. While selling a car is planned as a high consideration purchase, chocolate will be included in the low consideration purchase plan.
Generally, social media activities will benefit your company more on the communication side for high consideration (recommendation is an important factor for these products and social media platforms will be an important tool in this area), but in this sense, high-selling products should allow short-term interactive marketing activities by organizing campaigns in areas such as facebook and twitter, while at the same time, brand awareness should gradually penetrate the subconscious of the consumer. Accordingly, the planning to be made accordingly will generally start from the communication side and will be made within the campaign for direct sales. For low consideration products, it is necessary to focus on promotional activities instead of campaigns using interactive marketing.
What needs to be considered in planning for both groups are: different duration applications, differences in campaign activities, customer segmentation planning, competitor and sector analysis.
For high consinderation products: landing page creation, facebook campaign fan page, twitter campaign page, blog information page, 2 weekly mailings using the database owned for the appropriate customer base, SMS information, WOMM studies, organic search optimizations, interactive marketing activities such as adwords and facebook advertising campaign studies should be done in a short time.
For low-consideration products: announcements should be made on existing social media platforms and an appropriate interactive marketing plan should be made together with other products within the overall marketing plan. Implementing a different strategy for new product launches and products that need to be revitalized will provide an added advantage in parallel with the short-term campaign activities given above.
