Web marketing

1. VIRAL MARKETING:

 Viral marketing is a sales technique that involves organic or word-of-mouth information

about a product or service to spread at an ever-increasing rate.
 The internet and the advent of social media have greatly increased the number of viral
messages in the form of memes, shares, likes, and forwards.
 Viral marketing is a method that’s used to encourage people to spread the word about a
company online or offline. People spread information similar to how a virus gets
transmitted from one person to another ― fast.

There are two ways to increase word-of-mouth (WOM):

One is Traditional word-of-mouth where there’s very little to no effort from a marketer. Rather
than planning everything from start to finish to encourage word of mouth, you leave things to
chance.

Two is Amplified word-of-mouth where a marketer plans and structures a viral campaign. The
marketer decides the message to be shared, how it should be shared, whom to share it with, and
where to share it.

How Does A Viral Marketing Campaign Work?

These are the elements involved in an amplified viral marketing campaign:
 Product or service – What do you want to promote and go viral? It could be your product or
service that’s yet to be launched or that hasn’t been selling well.
 Messenger – This is the creator of the viral campaign and the source of the marketing
message.
 Recipient – This is the receiver of your message. If your message resonates well with your
audience, they will immediately share it with their friends. Then their friends will share it
with their connections. The cycle continues.
 Marketing channel – Rather than using a single channel to promote your product or service,
leverage multiple channels. These include email, social media, blogging, and even
advertising.
 Reward or incentive – Give away something that resonates with your audience as a reward
for sharing your message. It could be your own product or service or something else related
to your niche that you can get from Amazon.
 Mechanics – You need to determine the actions that people should take when spreading
your message and to earn the incentive you’re offering.

Techniques in Making Viral Campaign

1. Social media

One of the strongest influencers in a marketing campaign is social media.

With the advent of the internet, portals like YouTube, Twitter, Facebook and Instagram have
increased their reach to every nook and corner of the world.

When a message is shared in these media, there is no doubt that the message is going to be viral
and popular.

2. Videos

This visual medium offers the viewer a chance to experience the product or service face-to-face
on screen. If it is made entertainingly, it will find a wider audience reach. When you involve
emotions like shock, humor, or funny, its chances of going viral increases a great deal.

3. Giveaways

Everyone loves gifts as it seems fun and exciting. Once a company offers giveaways, it is a topic
of conversation and spreads easily via word-of-mouth. People love to talk about things they have
received via giveaways and help the company in its viral campaign.

4. Reinforcement

A customer easily retains the familiarity of a campaign through reinforcement. Do not opt for a
one time message instead follow it up with a series as it will prove more effective.

5. Emotional appeal

Viral marketing proves more impactful when it includes emotional appeal as this will grab the
attention of its users
6. Unpredictable

Opting for something unpredicted is a technique that will force the users to watch and share the
message

7. Enable downloading and sharing

When the content is free and is easy to download, embed, and share the chances of spreading fast
and quick is much greater.

8. Social outreach

When someone influential recommends a product, it can reach the target audience quickly as

their social outreach is immense.

EXAMPLES:

Dove | Real Beauty

Another viral success that focused on female empowerment was Dove's "Real Beauty" campaign
in 2013. It centered around a video that asked women to describe themselves to a sketch artist,
and compared the results to a sketch prepared using someone else's description of them.

The campaign encouraged women to value their own worth and beauty, and while the video
featured little Dove branding, it succeeded massively in elevating the brand. Named the most-
watched video of 2013, it was translated into 25 languages and reached customers in over 110
countries; it now has almost 70m views on YouTube.

LikeAGirl- Always

‘Always’, the female cleanliness brand brought this campaign based on what it is to be a girl
through online video, social media and a website hub changing negative stereotypes. The video
had been shared for 1 million times within the first month, enabling purchase expectation to
expand up to 92%. Always also received a UN award for the impact the campaign brought in
terms of women empowerment around the world.

Touch the Pickle

Whisper, India’s driving brand of sanitary pads, made a social development that went up against the
customary tradition of disgrace proliferated through obsolete taboos. Studies reveal that 58% of urban
Indian ladies don’t touch pickles amid their periods, because of prevalent social taboo and this prompted
to the ‘Touch The Pickle’ campaign. It helped the female cleanliness cataloging better reflect and express
the hopes of modern women

2. WHAT ARE THE SOME COMMON SNARES IN ONLINE SELLING

PROCESS. GIVE SUITABLE INCIDENTS TO EXPLAIN THIS:

ONLINE SELLER:
An online seller is somebody who uses digital means to sell their products, goods or services to buyers
locally or internationally.

Online seller usually use an online market place to help reach wider audiences, and even fulfillment
companies so goods can reach buyers quickly.

10 Most Common Business Traps New Ecommmerce Stores Fall Into

 Not Building a Brand:
In today’s business world, a brand is everything. You can spend all the money you have on
advertising, SEO, other forms of marketing or many other things that are supposed to help you
grow your business. However, unless you build a strong brand that differentiates you from your
competitors and convinces customers that they should buy from you, your store just won’t make
it.
 Focusing On Wrong Traffic Sources
It is quite natural that online stores focus on organic traffic from search engines first. It’s only
natural, since this traffic is first and foremost free (if you can optimize your site yourself) and
offers some incredible conversion opportunity.

However, SEO isn’t the only traffic source out there and quite often, it isn’t the channel a store
should be focusing on first.
For instance, a store selling original art pieces won’t get much from SEO unless they have
managed to build a very strong brand (which also brings us back to the first point) and even then,
they might get more direct traffic than from search. Therefore, they should invest in other traffic
sources which place them in direct contact with the people they should be speaking to the most,
art lovers and their other target audience members.

 Getting Mesmerized By Publicity

Publicity can grow a business to an unimaginable heights. It can however also destroy one and it
can happen in many ways.

To many business owners, publicity can be blinding. It is great to be constantly featured in the
media, have people talking about your business and spreading the info on it. However, if you do
not live up to the expectation such publicity creates, you might leave way too many people
disappointed resulting only in negative publicity about your store.

 Too Much Focus On Being A Startup

It’s good to be a startup. You can openly make mistakes and many people will forgive them to
you (and that’s among other things). However, being a startup doesn’t mean that you shouldn’t
work like a business and bring in profit from day one. However, many new stores seem to focus
too much on the fact that they are new rather than on working like a proper business should.

 No Focus On Profit
Running an ecommerce store is fun, however, the only real outcome from it you should be
worrying about is your profit. If your store brings you no money, regardless of how fun to run it
is, ultimately it is a business failure.
 Wrong Choice Of Products
Even if you have selected a great ecommerce niche, there is still one more potential trap you
might fall into, selling the wrong products. There are a number of different producers in each
niche. Even though they all might seem professional and all, not all products are perceived
equally on the market.
This is especially important in the most specialized industries / niches.

When I launched The Happy Bike, I used to sell products from all bike racks producers. What I
quickly discovered though was that a few of them were hurting my brand as their products
weren’t perceived as top ones on the market (even though my impression was completely
opposite). I removed those producers from the site only to realize an uptake in my conversions.
A coincidence?
 Selling Too Many Products
Similarly it’s easy to start selling too many products leading to too much choice for customers,
overwhelming them and pushing them off your site, instead getting them to buy more.

 Poor Cash-Flow Management

This, I have to admit, is not only an ecommerce problem, rather a trap that many business in
general fall into. Cash flow is the lifeblood of any business. If you have the money to pay your
suppliers, staff, cover your bills and more, everything is fine. The trouble start when you can’t
and this is what often happens to smaller, new ecommerce stores (often operating on a
dropshipping model). Suddenly they realize that they can’t pay for the order from a supplier as
the cashflow isn’t there, leading to delays in order processing and other problems that only hurt
their brand.

 Lack Of Business Planning

Planning is one of the most crucial aspects of any business. And a lack of it is one of the most
common business mistakes.

Setting up goals and objectives for a business, financial planning, marketing planning and more
should be the most crucial parts of any business operation from the day one (or even earlier,
during the setup stage).
 Wrong Ideology
Ecommerce is not a get richa quick scheme. In order to make something out of it, you need to
invest a lot of blood, sweat and tears. However, from personal observations, many new online
retailers consider ecommerce an easy way to escape from the dreaded 9–5.

3. TAKE an EXAMPLE OF CONTENT MARKETING aND Analyze THE

SAME:
Content marketing is the process of creating and distributing engaging content related to your
product or service to a target audience. It is mostly free and aims to educate or entertain the
audience. When done consistently and creatively, it helps in increasing brand awareness, creating
leads, and increasing sales.

Over the past few years, social media has emerged as a powerful platform to build communities,
and various companies are using it to increase their reach. Content marketing on social media
can be done by posting topical content, launching campaigns which can appeal to their target
audience, live streaming, etc. Here is an example of Swiggy’s content marketing on Instagram.

SWIGGY:

Swiggy is an online food ordering platform. It connects people with restaurants. People
can use Swiggy app or website to look for eateries around their area and order food from them.
Swiggy has a team of delivery executives who pick up the order from the restaurants and deliver
it to the address provided by the customer.
Started in 2014 by Nandan Reddy, Sriharsha Majety, and Rahul Jaimini, it secured $2 million
funding from Accel Partners and SAIF Partners within 8 months of its launch. Using this, it
expanded exponentially, and it now has over 40,000 restaurant partners spread over more than 44
cities in the country.

Target Audience:

Swiggy’s main target audience is the 18-35 demographic, which has easy access to a
smartphone, is fluent with using apps to get services and looks towards online platforms to fulfill
their daily necessities. This includes students who cannot cook on their own and working
professionals who face hunger pangs during office hours. This also includes people who have
migrated for white-collar jobs and do not have a place to cook their own meals and families who
prefer to skip cooking on certain days and order their food.

Social Media Marketing:

As of July 2019, Swiggy has 139k followers on Instagram, 80k followers on Facebook and 79.8k
followers on Twitter. How has it managed to gain such a massive following? Let’s dissect it
What set Swiggy apart from its competitors is their remarkable social media campaign strategies.
In the past, it has come up with brilliant campaigns like #eatyourveggies, #earnyourcheatmeal &
#superswiggy, where they convey the notion of healthy eating in a humorous way by using puns
and witty one-liners.
Email Marketing:
Swiggy has a very good email marketing strategy in place. It sends users a lot of coupon codes
that give discounts. The subject lines are very clickbaity. The visuals in the emails are also very
enticing.

Paid Advertising:

Swiggy runs Google text ads and Display Ads to target people looking for food.
YOUTUBE:

Swiggy also posts short videos on YouTube which emphasizes their immediate delivery feature
and draws the audience’s attention to their offers and schemes. For eg: customers could avail of
up to 60% discount on food orders on every six scored during a cricket match for every six
minutes. This offer could be brought to the consumers’ attention by displaying videos and Ads
on YouTube and Television Channels.