COMMUNITY CREATION FOR A WEDDING E-COMMERCE MARKETPLACE

29-07-16
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COMMUNITY CREATION FOR A WEDDING E-COMMERCE MARKETPLACE

PROBLEM:

The primary issue faced by this client was that their offering were too niche offering wedding related service over the website. Their service, though highly effective was not being tapped due to lack of awareness as well as the absence of an optimal community of buyers, sellers, influencers and decision makers who could perceive this particular concept in the right manner.

HIGH LEVEL TARGETS:

Tech savvy wedding couples, their families who are the influencers and decision makers in the radius of the client’s offering circle.

SOLUTION:

Understanding the client’s business is the primary step. We studied the complete business model of the client using our needs analysis framework and picked up the value proposition of the client’s business. Using the digital branding proven Social Media Marketing Methodology, we identified and understood the client’s niche offerings and leveraged The digital branding’s methodology around analytic-powered lead generation and retention. In this case, community creation with appropriate users, influencers and decision makers encouraged them to participate in relevant discussions.

  1. 1. SELECTION

    The very first step in providing the solution was to identify and select the core value proposition of the client and create appropriate keywords. Keywords work as commands and directors that can drive traffic to your content/cause. Team the digital branding were able to analyze and identify keywords that were then used to select befitting content.

  2. 2. CURATION AND COMPOSITION

    The right content needs to be published through the right channels in the right medium in order to reach the target audience. The content selected was aimed at amplifying the client’s niche market concept and also provide adequate knowledge and a lucid understanding to the viewers. The content was published as comprehensive blogs, kitchen tips for the to-be wed, articles about negotiations, budget calculator based on regions, publications across social channels.

  3. 3. SEGMENTATION

    With the diminishing rate of organic reach among social channels, targeting based on user segmentation was the key. Demographic studies were conducted to establish the right target audience and these results were used to publish content accordingly. For eg: Wedding families who are the influencers and decision makers, were identified in the radius of the client’s offering circle and positioned for the right message to reach the right person at the right time, empowering the end users to participate in community discussions.

  4. 4. DELIVERY

    Delivering carefully selected content was a key aspect of the whole project. Presenting the data through the right medium could make or break the ultimate target.

    • Channels – Special forums on any social channels
    • Community – Women being the primary target and the tech savvy customers, the campaigns were directed to them and the corporate women taking support of some offline marketing inside the tech parks, they were invited to use the mobile application with the budget calculator, wedding planner, negotiation tools, etc., Also additional material on the cooking tips, things to take care of in the new home, etc., were targeted towards the same community and made them participate with their crowd content.
    • Platform – Appropriate channels of communication were decided (email marketing, video embedded email, YouTube videos, etc.) and call-to-action icons were placed to increase direct traffic.

  5. 5. MEASUREMENT & OPTIMISATION

    There’s nothing to beat numbers at the end of the day. Our game plan was cohesive with analytical measurement that was able to track as well as identify the most optimum channel strategy. The engagement and lead generation from each channel was tracked as well as analyzed to provide not only current metrics but also market trends for further market probes. Based on these results, cross-promotion of viral content through successful channels was carried out. Re-targeting was another engagement method for getting our selected content to reach more influencers.

  6. 6. AUTOMATION

    The retargeted leads were tracked through our social CRM that was automated to recognize and form suitable communities. We successfully formed the communities by invitation, engagement, measurement and personal targeting.

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