Page 18 – LDM Marketing Digital y Business Intelligence

26 Mar 201917 Jul 2019

How to improve your Omnichannel Strategy

Talking about a good strategy focused on performance has to be integral.

But, what does this mean?

It means that all the strategies that involve the business target, can work as a team. Starting from this vision, not only digital marketing specialists and their variants, but also those who manage offline media, must join forces to draw effective strategies under the term Omnichannel Marketing (or multichannel).

Much has been said about the Omnichannel Marketing worldwide, but there is no doubt that Latin America is beginning to realize this. Today, large companies are becoming aware of the advantages of having an Omnichannel Marketing Strategy.

To create a good Omnichannel Marketing strategy, you must know how your product or service is performing in different channels. And nevertheless, to know how the customer journey is thorough.

What is the Omnichannel basis?

It consists of achieving to homogenize a message of your brand to all media where your consumer has a presence, in order to guide it to an action by the consumer. In easy words, with a good strategy of Omnichannel Marketing, you will give your consumer what he wants, when he wants and how he wants it.

With Omnichannel Marketing strategies, the journey of all customers starts with a channel. In this stage, the consumer is interacting but is not close to the purchase process. After this, he decides to review more information on another channel, and when he finds all homogenized, he decides to take action.

At this point, the consumer is already more receptive and ready to buy. He goes to another channel to make the purchase, and let’s say that this consumer decides to talk to the customer because he began to doubt making the purchase online. Then, a persuasion channel is opened.

Once you’re there, you already have the consumer in the final stage. All you need is a “push”. Then, the consumer could continue the operation talking to the customer and collect the product in a physical store or make their payment online.

In the opposite way to what really happens in a single-channel strategy or even a multi-channel (different channels that operate autonomously) in Omnichannel Marketing strategies, the consumer no longer perceives which one is the sales channel, but he rather focuses on the experience consisting of having the brand blurring the channels thanks to the fact that the information flows naturally in the channel and precise moment.

Do you know the benefits of managing an Omnichannel Strategy?

To improve the perception that the consumer has of your brand and can generate loyalty:
Current consumers seek to have a unique, personalized and consistent experience regarding the brand’s message, no matter which channel they’re using.
It makes your database more robust and in a more efficient way:

The main objective of an Omnichannel Marketing strategy is being able to detect or track your customers by implementing multiple channels, not only to know where they come but its preferences, so the client basically feels that you know him maybe better than he knows himself.

Help for increasing sales:
This point goes hand in hand with the previous one: The more you know your consumer, the better you will be when detecting sales opportunities. And not only recurring or unitary sales, but also complementary sales.

While these strategies of Omnichannel Marketing can be used in different industrial areas, there is no doubt that they can be seen implemented more often in the retail industry, which migration to e-commerce, projects a 20% growth.

At LDM, we had the opportunity to apply an Omnichannel Marketing and machine learning strategy for this industry. This allowed us to cross data from online campaigns with purchases made in any of its channels. By doing this, was possible to identify the online and offline behavior to know what were the opportunity areas for our client.

In the same way, efforts were made with another retail brand with a great presence in its territory, (in this case, in Mexico) last year during the Football World Cup. What was sought in this particular case was to enrich the database and boost the purchase at a point of sale (POS).

Through a strategy of omnichannel marketing, it was achieved (through digital interaction) the enriching of the database and at the same time, began a massive mailing campaign that detonated a benefit, allowing the consumer could see it reflected only in offline shopping.

In both cases, sales were increased and the relationship between the brand and the final consumer was strengthened, having as common denominator an effective omnichannel strategy.

An Omni-Channel Marketing strategy doesn’t mean that your brand must be in all media, but it applies an action plan where the points of contact between the consumer and the brand are active and coordinated with defined objectives.

If a brand wants to start thinking about omnichannel, it must be open and involved, so the customer’s experience is pleasantly personalized, continuous and universal.

And if your company already has an Omnichannel Marketing strategy, we recommend you implement the following tips:

Take into consideration the content
As with any campaign, the content will be the soul of your omnichannel efforts. First, you must analyze the content you have, and if this is able to have the attention of your buyer. It is important to remember that when you work with attractive and quality content, it speaks well of your brand.

Base your strategy on Customer Service

It is essential that the Omnichannel Marketing experience focuses on the customer. First, you must know your target customer and the preferred channels. Once you know them, you must improve response times in all areas. Faster responses not only improve engagement with potential customers but also reduce the turnover of existing ones.

All channels must be in the same line

Imagine that you send an email to your potential client who recently subscribed to your newsletter. After reading the email, they access their Facebook page, and it has a different logo on the profile. Remember: Visual consistency is not only a priority: It also needs your message and language to be aligned across all channels. By doing this, you avoid conflicting messages and prevent campaigns from competing with each other without knowing it.

Improve customer service in-store

Optimization through digital channels is important, but for those with physical stores, all work doesn’t stop there. Customers want a perfect shopping experience: It is vital to maintain brand and message consistency between the digital and the physical world. The integration of technology in the store experience presents an excellent opportunity to maintain the momentum established before the purchase.

Use integrated systems

To put everything together and track the success of your Omnichannel Marketing strategy, you must be able to measure and act with the correct metrics. However, this will not be possible unless all of your relevant marketing tools are integrated. Doing this also decreases ambiguity and cleans up your data. Some platforms make this process accessible to companies of all sizes. There is a lot at stake in your business to delay the first step for more time. The only way to prosper is to fulfill the promise of personal, omnichannel experience.

Success Case in LDM: Novey, The Power to Carry Everything

One case of success we had in the work in Omnichannel was the Campaign of Novey: The Power to Carry Everything.

The first campaign with stickers made by the company offered its customers the possibility of buying and receiving them in-store or at home to their address. Only in its first week, they achieved 185,000 reproductions, more than 1,600 interactions with the ads of the promotion and 150% of the expected sales.

Customers prefer to shop at companies that provide excellent customer service experience. While companies have been focused on working on their Omnichannel Marketing strategy for more than a decade, not many have been able to offer a transition according to their needs. That’s why today we leave you a super short video so you can learn more about the buyers’ journey in Omnichannel Marketing.

Dare to create Omnichannel Marketing strategies and achieve your business targets: Let’s start the conversation!

28 Feb 201908 Aug 2019

Pollo Campero: 1st Google Partner Premier Agencies success case in Guatemala

As a #1 Google Partner Premier Agencies in the region, our job beyond is to focus on demonstrating it with facts.

Because besides working for what our customers want, we strive to ensure that our team is prepared with new technologies and innovations in the market. And a fundamental part of this, is knowing everything that Google puts at our disposal.

From Guatemala and expanding to Central, North and South America, Pollo Campero has positioned itself for 48 years in the market as a family brand with great tasting chicken.

But as technology moves on, and companies must adapt to the needs of their consumers, the time has come when they required a digital marketing strategy to reach young consumers.

That is why, as strategic partners, we work for Pollo Campero in order to bring the family experience, the most delicious chicken and tradition that everyone knows to the digital world.

The beginning

Pollo Campero was born in Guatemala in 1971 and a year later, began operations in El Salvador, under the direction of a group of Guatemalan businessmen led by Mr. Dionisio Gutiérrez G., founder of the company, who join his vision to create a new concept of flavor: a tender, juicy and crispy chicken; three adjectives that actually are inseparably associated with the Pollo Campero brand.

In the 1990’s, Pollo Campero began its process of global expansion, with its growth in Latin America.

In 2002, Pollo Campero enters the United States and achieves immediate acceptance. First openings come to break sales records in the industry.

To the leadership in Latin America and expansion by the United States, it is added the entrance to the markets of Europe and Asia, thanks to openings of Pollo Campero restaurants in Spain (2006), China and Indonesia (2007) and soon the Middle East and India.

With presence in 12 countries around the world, Pollo Campero serves more than 80 million customers each year through a network of more than 300 restaurants.

Our work as one of the Google Partner Premier agencies

It was focused on guiding the company, so here we leave part of what we did and its tools:

Google Keyword Planner, the consumer traffic that was waiting outside for us to get their attention.
Google Ads, focused on guiding potential customers to a customer service experience as personalized as possible for the right consumer.
Google Display Ads, to showcase the product and bring the experience of the table to the digital world.

The future of Pollo Campero goes hand in hand with its digital strategy. This is why while sales in the market fluctuate, they remain positioned in the hands of Google Ads and Latam Digital Marketing.

Present day

We continue working with Pollo Campero, and innovation is a fundamental basis for this. From a weekly review of keywords, allowing to track with Google tools all the improvements we can make to keep the online shopping platform positioned.

Campero is the largest Guatemalan fast food restaurant chain in the country, offering more than 132 restaurants in that country alone.

Take a look to this video, that actually shows the success case of this brand:

Just as Pollo Campero trusted us, what are you waiting to take your brand to the next level?

Let’s talk about your next digital strategy: Latam Digital Marketing.

And if you want to know more about our work, take a look to other entries in our blog.

19 Feb 201931 Jul 2019

What is Growth Hacking? | Here’s what you need to know

Few resources, a lot of analysis, creativity and above all, the priority of growth and making a brand a trend… Welcome to Growth Hacking!

This is a term that we constantly hear, but we don’t have a clear definition of what is being done and/or the person who executes this work, so we leave it to the expertise of Neil Patel:

A Growth Hacker is not a marketer’s replacement, nor is it better than him. A Growth Hacker is the person whose growth is north.

However, Growth Hacking seeks, with the minimum possible expense and effort, to increase the volume of users, the income or impact of the company quickly and notoriously. And most importantly, this discipline focuses on “creativity” being the pillar of the strategy.

So, you should always keep in mind what is the cost of getting users. It cannot be anyone and we cannot be invasive. We always have to put the user in the center and meet their needs.

Now that we have explained what Growth Hacking is, we would like to tell you what a specialist in this technique is like.

Growth Hacker Profile

The Growth Hacker is an analytical person, who observes everything around him. That is the key to understanding whether the strategy works or not, being aware of the metrics and the key objective to achieve success, knowing when to execute things.

Creativity is the key to a Growth Hacker, since we talk about new formulas that make communities grow. Therefore, a brand’s target market, if everyone does the same, causes the growth field to become limited.

It is also multidisciplinary; You should know everything a little and the more the better. You have to be curious and keep up to date with the online and offline world, investigate all sectors to capture new and better ideas.

Tools for Growth Hacking

Finally, we share with you some tools that also apply to other digital marketing techniques but also work to apply them in strategies for Growth Hacking.

Creativity (which although is not a tool as such, is an essential pillar). If you make a viral content, your project will secure a large number of users. But this is not always easy, and apart from obtaining visits, it is important to monetize them.
Adroll: It is based on the technique of remarketing to increase customers exponentially. According to the authors of this web application, you can get $ 10 profit for every dollar invested. How does it work? A campaign with images and texts is created and Adroll enlists you in the advertising of Facebook, Google, Yahoo, etc., so that when a client visits our page but does not buy, our advertising will automatically appear in the following portals where you navigate.
Optimizely: This is a tool that will allow us to test the different combinations of colors, buttons, shapes, positions, etc. of all the elements of our website. This tool is widely used among Growth Hacker and online marketing professionals in general, to do the A/B tests and see with which web format is achieved a higher conversion rate.

This is why, after knowing the profile and the tools you need to enter the world of growth, we now show you two clear examples where it has worked.

Growth Hacking Examples

PayPal: Referrals

When PayPal was a complete stranger and nobody trusted their system, their main objective was to win users. It didn’t matter so much that they used the platform or not, but the simple fact that there were a sufficient number of people to generate brand and trust.

What did they do? They offered $ 10 to each user if they could refer a new one. That is, for each user invited to PayPal, the user earned $ 10.

Which was the result? Millions of users in just days. The platform even had to stop the promotion because it was more successful than expected.

And thanks to this action, today PayPal is one of the reference payment systems in the world. A brilliant example of Growth Hacking.

Airbnb: No Records

It began in 2007 when Brian Chesky and Joe Gebbia, unable to pay their apartment rent, decided to rent the space and, at the same time, build their own website where they could offer it.

They received their first three tenants, which lead them to receive applications by mail from all around the world. And that’s where it all started.

They spent many hours of brainstorming, listened to user feedback and gave them solutions by offering them what they were looking for. Gradually, this allowed the web to grow to what we know today.

The success of the Airbnb strategy was to use Craiglist, a directory of online word ads.

They created a script that was able to insert records into an external website. In this way, when someone advertised an accommodation on Airbnb, they could automatically publish it directly on Craiglist to multiply the link.

Craiglist did not currently have an API for public use, and Airbnb engineers found gaps in the code and some legal loopholes that allowed it to be carried out, although it is no longer possible.

Airbnb used its product as a distribution tool and used Craiglist because they knew that its target audience was there. They were the first to use that platform and that is why they were so successful.

Why doing this? An action like the one carried out by Airbnb, could catapult your startup taking advantage of external platform traffic.

In the end, a Growth Hacker is a person capable of creating content that is viralized on the internet, who knows how to program, who is fluent in English and who, above all, makes companies achieve exponential growth.

However, if you are just getting started and have not yet implemented Growth Hacking, don’t worry! You can use these tips and tools and get the most out of your projects and you will get a change in the growth of it despite not having a large budget.

Learn more about Digital Marketing in our blog!

As a Performance Agency, we work to take your brand to the next level. Contact us!

10 Jan 201910 Jan 2020

Political digital marketing | How to win an election thanks to internet

Digital marketing plays a fundamental factor in society, and politics is no exception to that. That’s why so many candidates advocate Political Digital Marketing.

For more than a decade, digital scenarios became the best communication and relationship tool for politicians and voters.

The visibility and closeness achieved with the current platforms, hardly equals with other channels. This is why politicians gave extreme importance to their digital strategy.

First above, these environments have many tools for issuing messages and, in second place, there are multiple options for interaction.

Political digital marketing extends beyond the promotion of candidates, parties and electoral platforms on the Internet, including mobile phones, social networks, graphic advertising, search engine marketing, platforms, communities and any other form of digital media.

– Forbes Mexico

Through political digital marketing, today we can offer interactive experiences and total real-time information, speeches, video, biographical summaries, photos and more.

Besides, you can access achievements and proposals through augmented reality applications, video games and more.

All of the above are extensions of the digital platforms of the candidates. And let’s not forget the bases of all dissemination platforms, such as Facebook, Instagram, Google, YouTube, Twitter and LinkedIn.

Top 3 of Political Digital Marketing Trends in 2019

Build trust

It is important that candidates seek a space in social networks to generate interaction where users who read them feel identified. People are not tired of politics, but they are of politicians.

For this reason, social media content must represent the interests of the community, and not of a single individual.

Social networks that build trust

It is important not to simply be a personal logbook with the aim of raising egos. Users want to see life stories, feel identified with what they find in an account or platform.

That’s when stories play an important role, creating exclusive content to reach an audience. Time has come to use GIF, short, live videos, images with texts. Creativity has no limits!

Close the advertising gap

It is important that when planning an advertising campaign, you start by saying no to commercial or institutional content. So, the concept of ‘sell them, without selling’ is applied, creating attractive content for users.

There are three concepts that must be considered when building an advertising campaign:

Hearing
Objectives
Content

That’s why, by knowing these variables and raising the strategies based on them, we’ll be able to execute a good campaign.

The social networks of politicians are not theirs. They belong to their community.

It is important to return to the basics, to the human, thinking mainly of the users and their interests.

Besides, political digital marketing must provide direct and functional communication spaces.

These spaces are important for users, because they not only feel identified, but also participants.

Content for Political Digital Marketing

The main reason that makes political digital marketing one of the strongest tools to promote a candidate or platform, is the content.

Political Digital Marketing, the new way to reach the electorate and win the election

The most remarkable thing about Political Digital Marketing is the scope that a platform or candidate has over the Internet. In addition to this, there’s the speed and ease with which it can occur.

By adding an extra language to traditional policy methods, Political Marketing serves a new segment of the population, without neglecting the target audience that is already held captive.

The most important thing when implementing Political Digital Marketing

Meet the people you speak to, through metric analysis tools.

By detecting trends, what is spoken on the Internet, as well as the profile of the people you want to talk to or who you want, rather than vote for you, you can target to their senses, feelings and interests.

The goal through political digital marketing is to get on the trends and stay in them.

With the same transience with which social media topics occur and dissipate, then you can be a topic of discussion as well.

Political Digital Marketing in traditional media is not proximity and interactivity with the electorate.

Although the politician, at least in Latin America, has been mythified and turned into an almost unattainable figure or a faceless entity, that is merely the object of attacks and criticism.

Social networks allow candidates to have a direct connection with the people to whom it is addressed. In this way, he returns a certain humanity and manages to create empathy.

In Electoral Marketing, the messages are more personal and direct, rather than feeling like something mechanized designed to sell an idea.

The world is increasingly turning to the Internet and, with this, to social networks.

In 2.0 world, people have a capacity to influence the same people that were not previously available.

This P2P interaction, is strong enough to think that we require a solid base of influencers, which are handled with the necessary subtlety.

It is also important that these influencers can turn the mindset of people with electoral capacity.

And if the political digital marketing is one of the things that you feel passion about, don’t miss this video that explains more about it:

Do you know any highly successful Political Digital Marketing campaign? Comment and share with us!

Get certified in Political Digital Marketing

Political marketing is increasingly related to the use of the Internet and ICTs.

Besides, with clear objectives and verifiable results, it is used very frequently in the United States and Europe. This one, deals much deeper with aspects than simply seeking votes with the help of technology.

Social listening, neuromarketing and segmented campaigns on social networks, help create effective communication techniques.

Nowadays, both political parties and government teams have confirmed the importance of being accompanied by a digital strategy in politics. That is why political digital marketing becomes the tool for change and to achieve its objectives.

Quality Leadership University offers a Political Digital Marketing Certification, for the creation and development of personal, institutional and/or corporate political campaigns.

Digital Political Marketing is, then, a scientific strategy, whose successes have so far been based on:

Define specific objectives for each platform.
Use Big Data to know what topics are discussed, detect tastes and preferences in each segment of potential voters.
Define several target audience profiles – Microtargeting.
Know the adversaries and their followers very well.
Design strong and effective messages, attached to a content strategy aligned with the objectives.
Expand the broadcast of messages.

There is still much preparation in this area, which makes it not only a discipline with a candidate, but a strategy that requires knowledge of the psychological, social, political and technological.

If you want to know more about Branding, you can visit our posts about digital campaigns that improve and increase the presence of the brand with tangible results.

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