UPFRONT MEDIA;
"is an ideas-led Communications Planning and Activation Agency. We deliver solutions for our clients from conceptualization to activation on traditional and digital platforms"
From the interview with the director of UPFRONT MEDIA, he actually mention some strategies that the company would implement for the New Media campaign for their clients. First, it is necessity to access if the company is ready. then, check if the business environment suits the social environment. Are they looking for short term sale/long term sale? If it is short term sale for about 3 months, drop the idea of social media. it is not recommendable to use that platform. why? because social media is about time. they need time to nurture and build relationship with the people. with strong relationship, the people will then turn to loyal customers. this is then, the first step of success.
To determine which social media tools is appropriate for the client's branding, it is important to know the business objectives as different social media tools have different target ways. Let's say facebook, it is more of a community based targeting. Video marketing, it would be good to have a youtube channel where users can turn to if they do not know how to use a particular products or sorts. Twitter would be more to announcing about the latest in things.
One digital marketing campaign that the company find it successful is the Old Spice Campaign; THE MAN, YOUR MAN COULD SMELL LIKE. it is a phenominal video. the director also adds on by saying, it is not about how many people see but about how it affects the business objectives affect. Successful results can be clearly seen from the increase of sale. for the first three months, the sale increased to 27% while at the last month of the campaign, it shoots up to 100%. They applied a reversed psychology to attract woman instead of man as woman buy things more willingly and oftenly!
Modern marketing strategy is a logical platform to get more loyal customers and get business thriving. Social media is good at building customer loyalty. Furthermore, everything is not only about demographic. it is not only about youths. it is about people stepping in the new community. Not about age.
How to gain customer loyalty? Everything starts with a conversation. we have to talk about the good as well as the bad side of the product/service/company. Be open. Give the company humanface. Eventually, people will gain more confidence in the product/service/company and this is how you get loyal customers!
It is necessary to track the people who visits the site,etc. this is how it will give new knowledge about new client because different people will lead to different success rate. we often need to think of long term and target people. with a target, its all about building a relationship.
last but not least, be realistic and beware of the output. (:
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