The art of marketing involves the correct placement of a product —or service— in the right place, at the right time and for the right customers. Even though it is known as an expensive “art”, the low cost marketing strategies are not synonym for bad quality or inadequacy. In fact, the new era of communication and information, born with the Internet, has provided numerous efficient, low-cost an revolutionary tools, such as the social networks, that actually have become the new resource for the CEO’s to find potential new customers, and to reinforce their relation which the loyal clients.
“Developing a digital culture in the organization is a fundamental topic for companies and brands of any kind, so they can have the ideal space in the market, to compete, and for the others to know that you exist”. Ramón Laguna.
The Tim O’Reily’s concept “Web 2.0” has marked a point on the corporate communications, facilitating the engagement between the organization and their target audiences in a less invasive, more human and cheaper way.
Only Facebook reported 2000 million users —or more likely “prosumers”— that not only consume information from the social media, corporations, institutions, etc. The internal and external audiences of a brand can now produce content of relevance for the creative specialists. The key to success, according to many marketing gurus, consists in understanding and attending the public, especially their emotions.
Accessible digital marketing tools
Social and economic factors, such as international political figures and parties, non- profit organizations, schools, and universities, even the Pope Francis, have created their own virtual profile —at least on Instagram—, because they knew the potential clients investigation device that they could have in the palm of their hands, literally; and the impact of the virtual figure and online reputation nowadays.
For crowdsourcing, which is the consult of opinions about a determined topic, there are apps as Google Forms. This is a helpful tool for development and concept test. It allows the CEO’s to create “free charge” short surveys that can help their companies to monitor the different demands, trends, opinions about future projects, etc. of their target audience; what their regular or future clients want from the company. But the questionnaire can also be structured to perceive their client’s feedback about the current services or products without intermediaries. A similar case is Google Trends, another free method for consulting the actual trends or the most searched words on the web by country.
There are three key useful alternatives that can improve the human and transparent aspect of the company: Twitter, Facebook, and Instagram. The mix of those three apps can be beneficial, not only for promoting the company services in 280 characters, by sharing photos or making online contests, but giving a direct, timely and quick response to an eventual crisis, questions or doubts of the prosumers.
On the other hand, the visual aspect is one of the components of the corporate identity of a brand. Canva is a good option for creating free colorful creative infographics about the company.
Stick to the basics: how to trick the brain
However, the humans have another computer involved in the marketing process: their brain. It helps to process the prices from the products. Specifically the medial cerebral cortex and the nucleus accumbens. When the nervous system detects a low price, it is tempted, and the person may buy it, even if he or she doesn’t need it.
The numbers 5, 7 and 9 are perceived on the customer’s minds as low prices. 19,75$ looks cheaper than 20$; even the difference is from 25 cents.
The other trick consists on the discount. A 100$ pair of shoes may not seem attractive. But what would you do if you saw a poster that announces that 50% discount has been applied to a pair that costs 200$, so now you can take it home for 100$?
Finally, the marketers can implement a product or stimulus between 2 options (the cheap and the expensive one), that can help the company to increase their incomes by changing the consumer’s perception. Here’s an example: between a 12$ shirt and a 6$ shirt, the first one seems more appealing. But that may change if a 20$ shirt is added to the options; a “nudge” that could modify the human behaviour.
About the Author:
Dishan Jay is the founder of DG Studio, a Los Angeles based digital agency that develops beautiful websites and apps, and executes marketing strategies plus storytelling and design techniques around them.