Components of A Digital Marketing Effort
identify a good digital marketing offer that you have received and analyze it. What are the components that made it a good offer for you, a target customer? Address the following:
The offer – What was it? Why was it appealing? Please address both product or service, features of interest to you, price, branding, and positioning. What was the call to action?
The target audience – In direct marketing, this is the list. Why were you targeted as part of this promotional offer? Give your analysis of who was included in the target market.
The media -- What media was used to reach you? What social media channel, website, program, was used? If more than one media, explain. How effective was this media in engaging you in this offer?
The creative execution – Often, a fresh, creative approach is a key part of the offer. What made this an effective creative promotion? Did it use images, video, a spokesperson, a great headline, comedy, fear?
Analyzing a Compelling Digital Marketing Offer: Free Trial with Curated Book Recommendations
Recently, I received a digital marketing offer that stood out for its effectiveness. Here's a breakdown of the different components:
The Offer:
- Product/Service: A free 1-month trial for a personalized book recommendation service with access to ebooks and audiobooks.
- Appealing Features:
- Discovery: I'm an avid reader, and the idea of curated recommendations based on my preferences was very attractive.
- Convenience: Access to ebooks and audiobooks within the same platform eliminates the need for multiple subscriptions.
- Free Trial: This low-risk approach allows me to explore the service before committing.
- Price: Free trial, then a monthly subscription fee (clearly outlined).
- Branding & Positioning: The company positioned itself as a solution for readers who struggle to find new books they'll enjoy.
- Call to Action: A prominent button that said "Start Your Free Month" with a clear explanation of what's included in the trial.
- People who enjoy reading: My browsing history likely indicated an interest in books.
- Digital book consumers: Past purchases of ebooks or audiobooks might have flagged me as a potential customer.
- Those open to subscription services: My existing subscriptions to other services could have indicated a comfort level with this model.
- Image: An image of a person relaxing with a book, creating a sense of enjoyment associated with reading.
- Headline: A question like "Struggling to find your next great read?" sparked a problem I often face.
- Benefit-Oriented Description: Briefly described the service's features and the free trial offer.