Marketing as a
Digital Media Marketing Strategy
Brands are visitors in the digital world and digital is not just a channel designed with the sole purpose of enabling brands sell things to their customers. So, having a “buy now”, “buy this” message delivered across several channels will not enable brands to co-exist in a digital world amongst their customers.
For this reason, it is important for brands to understand that the customer is not static, switching from channel to channel. This requires a brand to design messaging that would look organic and relevant to each channel based on where the individual is in the decision-making process. We at Hiperlogy help brands design such strategies.
Potential customer journeys are unique to each product/brand, and a customer is usually exposed to a brand through multiple touchpoints before a purchase is made. Let’s take a vehicle, for instance, internal data reveals that an automobile customer has 300+ digital touchpoints and a decision-making period of up to 90 days, which will differ depending on markets.
The 300 touch points will be spread across multiple channels be it google for discovery, youtube for reviews and research and instagram for visual browsing.
Brands are visitors in the digital world and digital is not just a channel designed with the sole purpose of
enabling brands to sell things to their customers. So having “buy this”, buy now” messages delivered
across multiple channels will not enable brands to co exist in a digital world amongst their customers.
Hence it’s important for brands to understand that the customer is not static anymore and switches from
digital channel to channel, this requires brands to design messaging that would look organic and relevant
to each channel and to where the individual is in a decision making process and we at Hiperlogy assists
brand design such strategies.
We consider 3 key pillars when designing a customer journey based digital strategy
Is the person exposed to your brand online or offline? Is he actively looking for a specific product / service offered by Subaru? Is he specifically searching for a competitor product? Does he have any prior experience with your brand or a competitor product?
The holistic channel network drives the message to the potential customer, which includes Social, Programmatic etc. to drive traffic to owned assets such as the website/app. Cookie pools and on-site insight will be utilised for remarketing.
Content will be customised to suit each channel & touchpoint, based on where the user is in the entire customer journey.
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