Online marketing has become popular over recent years because it is affordable and reaches a larger target audience. Online marketing uses digital mediums such as social media platforms to create effective campaigns that relay information about a product or service to the consumers. Steve Lesnard provides brands with ways one can use online marketing to their advantage and increase their sales. Many brands use online marketing tools to introduce a product into the market, but they are not always successful. This is because they do not focus on the consumers which Steve Lesnard believes should be the main focus. Steve Lesnard wants businesses to come up with online marketing campaigns that are built for customers and not the products.
There are two principles that businesses can use to leverage online marketing properly. These are:
1. Bring the product to life
When first introducing a product to the market, it is essential to make it real. This is in relation to the whole customer experience and how they will receive it once it hits the market. Some of the aspects to consider when bringing the product to life are how to use it, its benefits and what it does. Videos are effective in relaying these three aspects in a clear and concise manner. A video will show relevant information to the consumers and entice them to buy the product because they can relate to it.
When introducing a product to the market, you want it to be memorable to the target audience. The best way to make the product memorable is to simplify the overall advertising. This involves everything from the slogan to the message relayed. You want a simple advert that outlines the benefits of buying the product, but still shows consumers how important the product is to their lives. Communication is a crucial aspect of digital marketing, and if communication is not effective, the consumers will not relate to your product. Therefore, you have to ensure the slogan and message communicates the benefits of the product and is understandable.
With these two principles, Steve Lesnard assures the online marketing strategy will be effective.