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07 Letters’ Marketing Strategy

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There is no good or bad strategy. It is about the social and emotional intellect of the person or expert who promotes a brand and a product. In general, most of the customers, now-a-days, are  well informed, better awareness about the industry and business scenario, technology savvy, well networked and too much inquisitive in nature. Most of them just do not purchase a product  accidentally, but explore the market and hunt them just like a smart hunter. Perhaps the questions, ‘why should I purchase a particular item?, or ‘why should I go for a particular brand?’ are more sensitive to them than a simple ‘materialistic thinking about ‘what should I purchase?’. Possessing a brand or product by them resembles more about their ‘reputation and status’ than merely gratifying certain material needs.

Hence, marketing and promotion of any brand or product among such crowd is not only difficult but yet critical. The customers are keener to know about the concept behind a product, its value to their life, impact of its business to society and the environment and more so about the promoters of such brand or product and their background and credibility. In this context, ‘marketing’ with a ‘colorful advertisement’ with an endorsement of any celebrity or sexy model may not serve the purpose in the long run. Rather, the emerging trend is more transparent, genuine and fact and data based information and awareness campaign, where ‘sale of a product’ is not considered as the ‘means’ but as the consequence of achieving certain ‘social good’. In the digital space, the marketing objectives are fulfilled more by purposefully engaging the customers in discussions with the brand or product, by giving them enough space to express their views and share their experiences among others. It is more about ‘winning the confidence and trust’ of the customers than ‘pushing’ a product to sell. All these means are not possible to be executed and operationalized through ‘traditional media’ like newspapers and trade magazines, but definitely possible through ‘inbound marketing’ techniques on digital and social media. The following 07 Letters’ word –INBOUND, stands for an inherently embedded ‘marketing strategy’.

I > Insighful Awareness: It is something more than just creating ‘awareness’ in terms of ‘information sharing’. It is all about creating an awareness which in turn develops ‘conscientiousness’ among people to take some initiatives for change. There is a very good example, such as  ‘campaign for citizen journalism’ by the state (TN) election commission  to help stop the flow of cash for votes.

N > Novel Idea: Idea behind the product is important. It must be unique, innovative and something new. E.g. PepsiCo’s zeal to address the growing concern of health conscious customers and decision to switch from ‘carbonated drinks’ to ‘wellness drinks’.

B > Bridge the gap: The ideal example is ‘askhowindia.com’ and later its Facebook page ‘Ask How India’. The people vote and select their representatives to Loksabha. Later the people are disconnected from their representatives and suffer from their quality of leadership and contribution to debate on issues, which affect the social and economic life of the people. ‘Ask how India’ at the digital space bridges the gap between people and their representatives. The page, very recently started, has engaged more than four thousand visitors.

Chua

O > Optimistic Views: Recently a book, ‘The Triple Pacakge’ authored by Amy Chua  and Jed Rubenfeld (both Yale law professors) has drawn considerable attention of women folks of different ethnic groups in U.S. by boosting their self-confidence through the message of the book, ‘insecurity is the prime motivator’. The obsession towards ‘optimistic views’ of life, perhaps, would be the success thread of the book.

U > Unforgettable experience: Recently a wonderful service by ‘vistaprint.in’ started. They promises visiting cards to deliver on a particular date and time.  A consignment of total Rs.225 was delivered by ‘Blue Dart courier’. Amazing  service. My journey to that website as a curious visitor had ultimately converted me as a satisfied customer and then as a goodwill ambassador.

N > Navigable  communication: It requires something more than just interaction, chatting and exchange of views. The entire process of brand communication needs to be just like the suitable sea surface fit for navigation, which can sail away thousands of visitors together without major distractions.

D > Deception to be avoided: Follow business ethics from the very beginning. Deception in any form is to be avoided. Engaging the visitors with false hope and by creating illusion are strictly avoidable. The claims and examples used for promotion of the website are not authentic and those are misleading.

An effective ‘inbound marketing’ strategy should contain the appropriate mix of all seven attributes as mentioned above.

Have not yet given up my learning spree. Recently doing internship at Digital Vidya.
  • inbound-marketing


  • There are 4 comments


    • 4 years ago

      ashok   /   Reply

      sir,
      you have reached the different aspect of a positive market strategy in a seven letter word.moreover for any good strategy transparency,quality and service is required and if i am true it is the base for any successful good product
      ashok

    • 4 years ago

      Siva Krishna   /   Reply

      Selling is a process in which the customer connects to the brand and how he feels is very important. There are many online platforms to share/rate their experiences/feedbacks which brings a lot of difference to buy a product/service.

    • 4 years ago

      Tarun   /   Reply

      Very Well expressed Sir. Businesses are definitely re-defining their approach toward customers and moving from transaction management to relationship management. By providing a great customer experience only, businesses can make them brand loyal leading to repeat purchases. This adds both stability and sustainability to a business.

    • 4 years ago

      Indrajit Goswami   /   Reply

      Thank you Ashok for sharing new insight. Thanks to Siva and Tarun for their value addition to the post.

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