Accounting helps to build a marketing strategy, plan production volume. Let's consider the main stages of demand formation.
Target Audience Segmentation h3
In the course of large-scale work, the target audience must first be studied. Potential buyers are divided into categories based on various characteristics:
age, gender;
marital status;
region of residence;
work, hobby;
tastes, etc.
A number of marketers claim that product colombia email list promotion activities fail primarily due to segmentation errors. Dividing the target audience into groups is an important task from the very beginning. At the same time, the data should be regularly checked and updated to obtain rational conclusions. The task is solved based on the methods of Mark Sherrington (5W) and Philip Kotler, as well as by identifying individual characteristics (geographical, demographic, behavioral and psychographic).
Based on the practice of well-known companies, when segmenting, it is better to discard stereotypes (gender, age, etc.), which will allow you to most accurately describe target clients.
Coordination of sales and marketing
When implementing demand-enhancing activities, it is necessary to organize effective interaction between the sales and marketing departments. This requires clear regulations and the use of appropriate promotion mechanisms. Marketing campaigns are often carried out with the aim of keeping the client in suspense: he knows the category of the offered product in general terms, but until a certain moment, specific information about the product is kept secret. As a result, it is possible to make an unexpected impression and achieve a sharp rise in sales, but for this, various promotion channels must be combined.
Coordination of sales and marketing
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Cosmetics, perfumes, food, drinks, etc. are distributed through promotional events. Buyers are given the opportunity to take a sample of the product, get acquainted with it and try it out. Following the event, participants are asked to leave a review or express their impressions via a hashtag on social networks. As a rule, advertising materials aimed at stimulating demand can take the following forms:
landing pages containing product information and an application form;
native advertising, which is published on resources that actively attract the target audience;
advertising in mobile applications and on YouTube, it effectively influences the younger generation of users;
advertising with influencers. According to experts, two-thirds of social media users listen to the opinions of authoritative persons. It is better to promote through micro-influencer accounts with no more than 1-5 thousand subscribers. Here, visitors come together by interests, and ads can be published on different pages for individual categories, which results in an increase in final transactions;
messenger or e-mail marketing (if the online store has a current customer base). These tools help introduce a new product to a warm audience that has previously purchased the company's products;
UGC content. When creating it, help from bloggers and ordinary buyers will come in handy; you can offer them a bonus for writing reviews that contain photos and videos. Demonstrating the use of a product helps to form a clear idea of it among the target audience and, accordingly, an increase in the number of orders.
Using SEO mechanisms or contextual advertising when promoting a new product gives low results: customers have not heard of the product, and therefore do not send related queries through search engines. Before turning to these tools, it is necessary to attract attention to the new product, for which both posting articles and sending messages to regular customers are suitable. Advertising can also be distributed on TV channels and radio stations or through printed materials, which is useful for both small firms and large organizations.