How do you stand out from the crowd and win over buyers?
All brands are obsessed with this.
And always have been.
In a digitalised, omnichannel world, they need to emerge and interact with consumers at the right place and right time in their purchasing journey.
Thanks to new mobile technologies, the act of buying has become hybrid and instantaneous.
Before making a decision, customers gather information from their mobile phones or social networks and invariably decide whether to order remotely or visit a sales outlet, depending on their needs.
To reach them and trigger a purchase, an effective digital campaign is essential to making your brand visible and effective.
What is a digital campaign?
How do you create an effective digital campaign?
Focus on digital strategy and ask the right questions.
To attract, entice and engage.
What is a digital campaign?
A digital campaign consists of multiple messages activated and centred around a shared or several objectives.
It’s one of the tools companies use as part of a digital marketing strategy.
Who are your shoppers?
Shopper knowledge is the first building block in the creation of a successful digital campaign. For a brand, shoppers must be the centre of their attention to gather usable data, especially from their buying behaviour. This will help you to activate them more effectively during their buying journey and increase your sales volume.
Shoppers are simply consumers.
With digitalisation, their buying behaviour has continued to evolve.
Today’s shoppers are in a hurry, constantly plugged in to their mobile, with access to websites and social networks.
And they have many options.
So, it’s vital to get a better grasp of customers’ personalities and desires, to understand their purchasing paths and intentions, as well as their preferences, so as to activate the right triggers both outside and inside the store.
According to recent studies, there are four types of shoppers:
- the full-store faithful, who only shop in physical outlets
- full-web shoppers, buying only online
- the showroomer who needs to go in store to see and test
To get to know your buyers better, ask yourself a lot of questions.
Why do your target customers choose a particular store for their shopping?
What influences their shopping experience?
Promotions?
A specific type of display?
How sensitive are they to packaging or shelf layout?
What triggers them to make a decision?
A competitive price or emotional attachment to a brand? On the other hand, what would make them suddenly change their mind?
Or what could irritate them?
All this information should be gathered for a good data harvest.
Small data, i.e. data that can be exploited and acted upon (behavioural data, for example), is the fuel of an effective digital campaign.
You can use data from your CRM or from a database that gives you access to purchase data from loyalty cards, coupons or programmatic data, for example.
What is your objective?
When creating your digital campaign, a clearly defined objective must be part of your marketing audit.
It will help you to set consistent performance indicators and measure results accurately.
The objectives to be achieved can be numerous.
They can include:
- increasing traffic to your website
- entering the market with a new brand
- recruiting new customers
- promoting a new range to your target customers
- taking part in an event
- improving your conversion rate and generating more sales
- retaining your long-standing customers
And many more.
For this, you can use the SMART method.
The best jams are often made in old jars.
This will make it easier for you to determine your key performance indicators (KPIs), so you can:
- analyse your results
- monitor your digital campaign and adjust if necessary
So, what sales are you aiming for?
What ROI?
Will you focus on conversion rate or cost of acquisition per lead?
Rely on a quantified return on your digital campaign.
How do you create a digital activation?
You’ve determined your buyer profile, gathered your data and set your objectives.
To complete the creation of your digital campaign, all that remains is to select the most effective channels and activation levers.
Here are three complementary activation levers that will help you boost your visibility, attract consumers and trigger purchase intentions.
• Programmatics
Programmatic marketing enables you to reach your target audience more effectively while they’re surfing the web.
Customers will see targeted ads on their cell phone screens, personalised to their interests.
So, you can reach them with personalised messages wherever they are on the web, whenever you want.
To ensure an effective programmatic campaign, you need powerful data with sufficient depth of information.
It’s also crucial to immediately attract web users’ attention.
Be clear and direct with a short, punchy tagline coupled with a good CTA to entice them to click, since their attention span is extremely short.
– Retargeting
Display retargeting enables you to identify visitors who have visited your site and re-expose them to your product offers through personalised banners that they will see while browsing the web.
Retargeting is a highly effective means of conversion, since it is aimed at targeted, known prospects.
• DOOH
DOOH (Digital Out-Of-Home) is outdoor or indoor digital signage in shopping malls, for example.
This was particularly popular with advertisers during the crisis since it enabled them to reach everyone in familiar places.
An image-based medium if there ever was one, it helps brands to build brand awareness and anchor themselves locally while expressing their creativity.
It complements mobile devices in the creation of a multi-channel digital campaign, helping to multiply touchpoints and leverage data to optimise campaign performance.
In order to reach your shoppers as effectively as possible, build a relationship of trust and propose targeted offers without annoying them during their purchasing journey, you will need to combine in-store and out-of-store media as effectively as possible.
Our Speciality at Médiaperformances.
