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BTM Innovation Frameworks For Improved Digital Marketing Campaigns
Sometimes, it may not be enough to discover what a customer wants, to break through deadlocks in generating sales. Instead, a digital marketing campaign may require innovations in areas such as business and technology. This is when the BTM Innovation Framework (Business-Technology-Marketing) could be of use. In simple words, all innovations should be measured across all three sections of this framework.
BTM Framework
Business: A company that had just launched a new flavour of jam was getting very few sales for the new product. Instead of sinking funds on further product development and more advertising, the digital marketing team realised that the jam was not selling because the shelf space in supermarkets was blocked with old inventory. Their business innovation consisted of a strategy to quickly clear supermarket shelves to make space to display their new product.
Technology: Expensive technology can make a product more costly, keeping it out of reach of most customers. For example, Apple Newton used an extremely expensive processor to make a handheld device powerful enough to accurately recognize the handwritings of different people. At the same time, Palm created 'Graffiti', which taught people simple rules for writing clear alphabets, which could be easily recognized by a low-powered device. This device was much cheaper than the Apple Newton, and resulted in more sales.
Marketing: Instead of creating a whole set of expensive videos with extreme stunts to promote a product, it would be more useful to create a simple how-to video showing users how to use a product better. This simple digital marketing video could also display the features and benefits of that product, motivating customers to purchase similar products, around the same price range.
In the digital marketing arena, it is always important to remember that what other people say about a product/brand is always considered to be of more value, than what a company says about its own product/brand. These conversations can sometimes form 'legends' that are passed along to other users, in people's own words. These legends cannot be purchased by digital marketing professionals, but have to be earned.
Some types of customer interaction that could turn into legends are user written reviews, comments and re-tweets. Some examples of views that could strongly affect sales are book reviews on Amazon.com; camera reviews on online shopping sites; and user messages on Facebook business pages.
Businesses that consistently deliver excellent products/services, which support favourable user reviews, can continue generating sales even after they stop their paid digital marketing campaigns. Smart digital marketing professionals know that instead of creating a legend by telling customers what to say about a product, it is more effective to build outstanding products/services, so that customers can't help but chatter about it.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.
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