Branding
It is necessary to make the company recognizable. The purpose of branding is to strengthen the differences from competitors. Different types of advertising are used for this:
targeted advertising is set up in social networks taking into account the characteristics of different audience groups (age, interests, location);
contextual , created according to the same criteria, but in search engines;
native , which is a specific useful content (blog, articles) with a mention of the promoted product.
The SMM method is also used.
Let's say a company creates twitter data package youth clothing collections. The brand publishes style and clothing combination recommendations in various social networks, using the models produced by the company as illustrations. Thus, when viewing useful content, the audience forms an association of fashionable images with the products of the company.
PR
This is a tool for creating a brand reputation. It solves the problem of the value of the offer for consumers and convinces of the company's benefits for society. The ultimate goal is to increase trust in the brand.
SMM, blogs, and special projects are used for this. For example, by collecting and recycling old things, a clothing brand can demonstrate its concern for the environment and thus work to create a positive image. This move will also attract buyers who have the same views on preserving the environment.
CRM tools
With the help of the CRM system, work is automated and the quality of customer service is improved.
These tools include task planners, analytics tools, customer databases, and mailing platforms that make it easier to interact with customers.
Digital Strategy Tools
Let's consider the work of a marketer in a clothing company. He sends out promotional offers to clients by email and in messengers. Using data from the CRM, he analyzes the audience and divides it into groups. Regular customers will be sent information about promotions, new ones will receive a promo code for purchases, and those who have not visited the site for a long time will receive a letter about a new collection.
Performance
This tool is aimed at financial growth. The goal is to increase sales and reduce promotion costs. The marketer's task in this area is to analyze the effectiveness of advertising, work with its various channels. He makes decisions based on data comparison.
Continuing with the example of a clothing company, let's look at the work of a marketer. The brand uses various channels for promotion. Using an end-to-end analytics system, the marketer calculates the number of requests to the company and sales and finds out that search engines generate more leads than social networks. As a result, it becomes clear how to distribute the budget in order to direct funds to the development of more profitable channels.