Marketing is a “Swiss knife”: experts on the multiplicative approach in digital
Posted: Mon Dec 23, 2024 2:51 pm
Content
Case
What does any business that invests in digital marketing need? Positions? High conversion? Subscribers? No, businesses need sales. And only a comprehensive strategy can provide them - working with all the necessary advertising channels and at each stage of the sales funnel. This is multiplicative marketing. Experts told us why it is called a "Swiss knife", how to build its strategy step by step and what difficulties there are.
Alexander Torichko, head of Artsofte Digital
Multiplicative marketing is marketing in which telegram china phone number advertising tools are skillfully combined, complement and reinforce each other. They are constantly analyzed, improved, work is carried out at each stage of the funnel. The sales department and the marketing department closely interact. The contractor, whom the marketing department attracts to implement its strategy, gets access to monitoring the work of the sales department and the opportunity to give recommendations on working with applications from advertising and the product itself.
In this case, the multiplier effect of improvements at each stage of the funnel gives a total multiple increase in profit and sales at the exit.
Synergy is achieved if the contractor (agency) and the customer closely interact with each other: build good trusting relationships, take responsibility for the final product and final sales, and take a systematic approach to analytics. But, as a rule, classic advertising agencies do not want to delve so deeply into the customer's business and limit their area of responsibility to traffic or leads. And there are customers who do not want to openly discuss the quality of their sales department or product.
We specialize in online marketing for developers. Real estate is a complex product with a long decision-making cycle, and it is extremely difficult to sell it on the fly. In our case, close interaction with customers and building multiplicative marketing is a must to achieve high results. This usually happens as follows:
We analyze the product , in our case a residential complex (its location, layout, surrounding infrastructure, prices, conceptual and territorial competitors).
We analyze the target audience: its geography, demographics, marital status, current housing conditions, emotional and actual criteria for choosing housing. We create a target audience matrix.
We define the advertising messages that we will convey to each segment of the target audience.
We select advertising tools and build a digital strategy. All advertising tools are interconnected and interact with the developer's client at different stages of decision-making. For example, we often use mechanics in which we create recognition of the developer and the residential complex using outreach tools (display advertising, YAN, KMS). Then, using targeted retargeting tools in social networks, YAN, KMS, we introduce the client to specific layouts, purchase methods, and promotions. At the same time, we gather the audience into communities on social networks and warm it up with content there, work with objections and customer questions. And we catch up with e-mail newsletters for those who take a long time to make a purchase decision after contacting the company.
We analyze the site and improve it to increase conversion, reduce the cost of contacting the company. Or we participate in the development of a new site: from the design stage to the release stage, monitoring the development contractor at each stage.
We set up end-to-end analytics because without it it is impossible to quickly receive information about actual sales across various traffic sources and make decisions in a timely manner.
We listen to call recordings from call tracking and provide feedback on the work of the sales department.
We call each other weekly, discuss the progress of the project, the results. We receive feedback from the sales department on the quality, quantity of leads and information on which apartments are a priority to sell. We form a pool of work for the next week.
During the work, we discuss with the client the product packaging, holding offline events and their coverage on social networks.
10. After the delivery of the residential complex, we communicate with buyers on behalf of the management company responsible for after-sales support.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Case
An example of such interaction for us is the residential complex "French Quarters" "Riviera Park" of the developer "Region-Invest" in Izhevsk. For this client, in addition to all of the above, we allocated a separate project manager who coordinated the efforts of our team, the customer's team, and other external contractors: the creative team, CRM integrators, website developers.
As a result of this approach, the number of requests to the company increased by 6.8 times per year , the developer's revenue increased by 2.2 times . The sales plan was consistently fulfilled throughout the year.
Case
What does any business that invests in digital marketing need? Positions? High conversion? Subscribers? No, businesses need sales. And only a comprehensive strategy can provide them - working with all the necessary advertising channels and at each stage of the sales funnel. This is multiplicative marketing. Experts told us why it is called a "Swiss knife", how to build its strategy step by step and what difficulties there are.
Alexander Torichko, head of Artsofte Digital
Multiplicative marketing is marketing in which telegram china phone number advertising tools are skillfully combined, complement and reinforce each other. They are constantly analyzed, improved, work is carried out at each stage of the funnel. The sales department and the marketing department closely interact. The contractor, whom the marketing department attracts to implement its strategy, gets access to monitoring the work of the sales department and the opportunity to give recommendations on working with applications from advertising and the product itself.
In this case, the multiplier effect of improvements at each stage of the funnel gives a total multiple increase in profit and sales at the exit.
Synergy is achieved if the contractor (agency) and the customer closely interact with each other: build good trusting relationships, take responsibility for the final product and final sales, and take a systematic approach to analytics. But, as a rule, classic advertising agencies do not want to delve so deeply into the customer's business and limit their area of responsibility to traffic or leads. And there are customers who do not want to openly discuss the quality of their sales department or product.
We specialize in online marketing for developers. Real estate is a complex product with a long decision-making cycle, and it is extremely difficult to sell it on the fly. In our case, close interaction with customers and building multiplicative marketing is a must to achieve high results. This usually happens as follows:
We analyze the product , in our case a residential complex (its location, layout, surrounding infrastructure, prices, conceptual and territorial competitors).
We analyze the target audience: its geography, demographics, marital status, current housing conditions, emotional and actual criteria for choosing housing. We create a target audience matrix.
We define the advertising messages that we will convey to each segment of the target audience.
We select advertising tools and build a digital strategy. All advertising tools are interconnected and interact with the developer's client at different stages of decision-making. For example, we often use mechanics in which we create recognition of the developer and the residential complex using outreach tools (display advertising, YAN, KMS). Then, using targeted retargeting tools in social networks, YAN, KMS, we introduce the client to specific layouts, purchase methods, and promotions. At the same time, we gather the audience into communities on social networks and warm it up with content there, work with objections and customer questions. And we catch up with e-mail newsletters for those who take a long time to make a purchase decision after contacting the company.
We analyze the site and improve it to increase conversion, reduce the cost of contacting the company. Or we participate in the development of a new site: from the design stage to the release stage, monitoring the development contractor at each stage.
We set up end-to-end analytics because without it it is impossible to quickly receive information about actual sales across various traffic sources and make decisions in a timely manner.
We listen to call recordings from call tracking and provide feedback on the work of the sales department.
We call each other weekly, discuss the progress of the project, the results. We receive feedback from the sales department on the quality, quantity of leads and information on which apartments are a priority to sell. We form a pool of work for the next week.
During the work, we discuss with the client the product packaging, holding offline events and their coverage on social networks.
10. After the delivery of the residential complex, we communicate with buyers on behalf of the management company responsible for after-sales support.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Case
An example of such interaction for us is the residential complex "French Quarters" "Riviera Park" of the developer "Region-Invest" in Izhevsk. For this client, in addition to all of the above, we allocated a separate project manager who coordinated the efforts of our team, the customer's team, and other external contractors: the creative team, CRM integrators, website developers.
As a result of this approach, the number of requests to the company increased by 6.8 times per year , the developer's revenue increased by 2.2 times . The sales plan was consistently fulfilled throughout the year.