Marketing channels- d-light case study

Micro Influencers marketing

 Micro-Influencers:

These are influencers in  social media less number of followers but they interact with their followers regularly. They have higher customer engagement rates.

 The size of the followers: 
 Micro- influencers size of the followers varies between 1000 to 10000.

Industry to whom micro-influencers are essential

1. Health and wellness.
2. Food
3. Clothing
4. Cosmetics.

Process of identifying micro-influencers: 

Step 1 : Identify the followers in your social page.
Step 2 : Find the people who are talking about your brand in the social page.
Step 3:  Provide appreciable content for them to begin the customer engagement
Step 4: Speak directly to them. appreciate their involvement.
Step 5: Send sample products and beta products to test them.
Step 6: Request micro-influencers to create the message or content for the brand and
             use the good   one    for the brand promotion.

Advantage of Micro-Influencers:

1. Social Co-creation
2. Social promotion with less budget.
3. Buzz and marketing is more with micro-influencers.

Limitations of Micro-influencers:

1. They lack large number of followers
2. Larger fan following has limited customer engagement.
3. Identifying micro-influencers is difficult.
4. Single micro-influencer have limited returns. Thus, marketers should find multiple micro-influencers. It takes lot of time.

Marketing case study: Brand differentiation - Pulse candy from DS Group.

Transformational marketing

Transformational marketing
It is using marketing knowledge, insights, tools, and techniques to communicate how choice and behavioral change can increase individual satisfaction, in both the short and long term, without having a negative effect on other people, or the environment which we all share and depend on for our well being and survival

 1. It is the integrated marketing strategy.
2. This internet marketing strategy depends on strategy, sales engine and organization.
3. It focuses on both internal and external alignments.

Objectives of Transformational marketing
1. Bring change in the marketing in a positive way compare to traditional marketing.
2. deliver value to customer and increase profitability.

Requirements of Transformational marketing.
 1. marketing expertise(Kumar, N. 2004).
2. cross functional teams.
3. good marketing metrics.

Process of Transformational marketing
 Step1: Formulate the right strategy.
a. Set right goals after understanding the aims and targets from the sales team.
b. gain customer insights.
c. Prepare competitor profiles.
d. Use the right channel to communicate the marketing offers.
e. decide right matrices and communicate to all stakeholders.

Step2: Build sales engine, systems, and processes.
a. Understand the high quality leads from the sales engine.
b. develop different content for different customers looking at their buying journey.
c. Find the lead interested in the content and involve them conversations.
d. create tailored content and blogs.
e. Understand the landing pages.
f. synergy between content team and marketing team.
g. Monitor nurture, and delight.

Step 3: Align the organization. 
a. Convey benefits of transformational marketing to all stakeholders.
b. decide the right people with skills and abilities.
c. align sales and marketing.
d. Build sales culture
e. have systems and processes in the place.

Artificial Intelligence and transformational marketing
1. Big data analytics helping machine learning very effective in the organizations.
2. The time for more personalized conversations rather than just having personalized content.
3. The data is enhancing the speed of innovation.

References:

Kumar, N. (2004). Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation. Harvard Business Review Press.

Operational efficiency of start-ups