Fashion Digital Marketing: Communication and Marketing 5.0 Principles

Axioms of Communication

mercoledì 26 giugno 2024
FASHION DIGITAL MARKETING
LEZIONE 1
AXIOMS OF COMMUNICATION
The word "communication": to share information with others by speaking, writing,
moving your body, or using other signals: to talk about your thoughts and feelings,
and help other people to understand them.

Paul Watzlawick was a psychologist and communications theorist, who defined five
basic axioms as the basis of his work.
The five axioms of communication, formulated by Paul Watzlawick, describe the
processes of communication that take place during interaction.
His axioms also help to explain how misunderstandings and conflict can occur.

• Axiom 1: cannot not, not communicate - it is possible for us to not speak even
  when we're silent. Our body is always sending a message
• Axiom 2: content and relationship - the content of every communication is
  interpreted depending on the context of the relationship between the
  communicators
• Axiom 3: punctuation - the nature of a relationship is dependent on the
  punctuation of the partners' communication procedures
• Axiom 4: digital and analogic modalities - human communication involves both
  digital and analogic modalities
• Axiom 5: symmetrical or complementary - inter-human communication
  procedures are either symmetric or complementary, depending on whether the
  relationship of the partners is based on differences or parity

Effective communication relies on being aware of nonverbal aspects of
interactions with others; being aware will help you make the appropriate changes
to improve communications.

Effective Communication

1WHAT IS EFFECTIVE COMMUNICATION
Effective communication is the process of exchanging ideas, thoughts, opinions,
knowledge, and data so that the message is received and understood with clarity
and purpose. When we communicate effectively, both the sender and receiver feel
satisfied.

For communication to be effective, it must be:

• clear
• correct
• complete
• concise
• considerate

We consider these to be the 5 C's of communication, though they may vary
depending on who you're asking.

Digital Communication

DIGITAL COMMUNICATION
Digital communication is not just a way to build brand reputation and to drive
visitors to your website or in-store, but it is a set of methods to help consumers to
choose the right product and to stimulate directly or indirectly purchases.

Communication Strategy

WHAT IS COMMUNICATION STRATEGY?
A communication strategy is the detailed planning of your communication. It is
based on the synergy between two fundamental elements: content and channels.
Content is the essence of your communication. They are persuasive texts, photos,
videos, infographics, informative articles, webinars, ebooks, whitepapers or
podcasts.
With an effective strategy, you can intercept your audience on the appropriate
channels and communicate your uniqueness, value and ideas. And therefore
improve business performance and achieve business goals.
For a good strategy, informed decisions must be made. This is why this phase is the
result of scenario analysis and brand positioning.

Developing a Communication Strategy

2WHY DEVELOPING A COMMUNICATION STRATEGY?
3 fundamental advantages

• Communicate your uniqueness, value and ideas: define your business
  communication. Intercept your audience on the appropriate channels, convey
  differentiating messages and be recognized among all your competitors.
• Achieve your goals, track results and optimize performance: transform your
  needs into clear and defined goals. Then set KPIs, and performance metrics,
  monitor data, and continuously optimize your strategy.
• Transform cold contacts into loyal customers: guide your users on their
  purchase journey or buyer journey. Build your sales funnel: the set of mental and
  digital stages that lead a consumer to purchase.

Forms of Digital Communications

FORMS OF DIGITAL COMMUNICATIONS
Due to the development of high technology, numerous forms of communication
have been used for digital transmission in a variety of media types and vehicles.
When mentioning digital communication, people usually think of Internet as the
most popular instance. However, the digital age has brought society more tools
than just the Internet.

Digital Marketing

DIGITAL MARKETING
Digital marketing, also called online marketing, is the promotion of brands to
connect with potential customers using the Internet and other forms of digital
communication.
This includes not only email, social media, and web-based advertising, but also text
and multimedia messages as a marketing channel.
Essentially, if a marketing campaign involves digital communication, it's digital
marketing

Evolution of Digital Marketing

EVOLUTION OF DIGITAL MARKETING
There are two main factors that can be considered as the drivers of marketing
evolution: marketing technology and consumer needs.
3The first factor - technology - began developing with the illustrated print
advertisements as these were the only effective communication channels at the
time. However, the emergence of digital marketing has significantly changed the
industry paradigm;

The second factor - consumer needs - is a constant and a variable at the same
time. Companies create marketing strategies to appeal to consumers and their
needs, but those needs can change rapidly.

Marketing 1.0 - a practice that is focused on products. The main idea is to
highlight the features and benefits of the product and convince a potential
consumer to make a purchase decision;
Marketing 2.0 - a customer-oriented approach. This stage of marketing evolution
is closer to what we perceive as marketing today since it shifts the focus on
customer needs;
Marketing 3.0 - a human-centric marketing approach. Although it may resemble
the previous stage, in fact, there's a major difference. This stage is more about
transforming a company to reflect human values;
Marketing 4.0 - the transition from traditional to digital marketing techniques.
Brands become closer to their consumers while technologies bring about changes
in power dynamics and a new type of customer.

Omnichannel Approach

OMNICHANNEL APPROACH
Omnichannel - is a multichannel approach to sales that seeks to provide customers
with a seamless shopping experience, whether they're shopping online from a
desktop or mobile device, by telephone, or in a brick-and-mortar store.

Omnichannel vs Multichannel

OMNICHANNEL VS MULTICHANNEL
The prefix omni- is from the Latin omnis, meaning all or every. Multi-in multichannel
means many. Though omnichannel suggests covering more channels, the
omnichannel vs. multichannel distinction goes beyond number.
As a category of multichannel, omnichannel is built on multiple methods of
promoting and distributing products, such as physical stores, websites and mobile
4apps, and allowing customers to reach out with problems or concerns by phone,
email, webchat and social media, for example.
Omnichannel pushes past the operational tactics of multichannel into a
business model that weaves those channels together and shares data between
them, enabling customers to conduct business with companies however they want,
whenever they want.

Omnichannel Marketing

OMNICHANNEL MARKETING
The most important thing to consider about an omnichannel experience is that
it places the customer, or user, at the core of the strategy. Your strategy should
prioritize communications with your customer base built on a foundation of why
they use a particular channel - or channels - and where they are in terms of the
customer cycle/life cycle.
Omnichannel marketing recognizes that consumers may move from sales silos to
sales silos. Instead of isolating channels as independent routes, omnichannel
embraces spillover from and movement between those channels. It also integrates
the physical or real-world aspects of your business with a virtual or online
experience.

Advantages of Omnichannel

THE ADVANTAGES OF OMNICHANNEL
Customer retention
Any business knows that retaining customers is an essential part of any long term
success. By offering an omnichannel approach, you help ensure that your customers
will return to using your services because of positive and consistent experiences.
Happy customers
A happy customer is a customer you will both retain and make frequent - or regular
- purchases from you. This will tie in with the service they receive at the point of sale
and support services, including technical support, live chat, etc.
Recommendations & reviews
Satisfied customers will not only keep using your business, but they are more likely
to post positive reviews (which in itself can generate new customers) and to
recommend your service to family and friends.

5Increased Revenue
Of course, those repeat customers and the new customers they direct to your
company mean an increase in revenue, something we all want to see. That survey
from the Harvard Business Review concluded that your omnichannel customers
could be 30% more valuable to your organization than other single-channel
consumers.
Organisational efficiency
By integrating all your channels, you enhance the experience of your customers and
improve the efficiency of your business itself. Streamlining your channels, and in
particular, your databases makes your business and your product information or
services more visible to existing and new customers.
Better data collection and analytics
Once you have instituted an integrated omnichannel strategy, you will have a better
overview of how consumers use your channels. You will collect more customer data
on 'when, how, where, and why' they access different channels. This, in turn, allows
you to utilise analytics better to keep improving the service you offer.
Bringing the real and virtual worlds together
We all know the importance - and growth - of eCommerce in the modern world.
But that is not to say that your offline channels should be neglected. The
omnichannel strategy allows you to bring them together, cross-promote, and give
customers a greater choice of how they access your business.

The 5A's of Kotler

THE 5A'S OF KOTLER
Aware
The first stage of the customer path is Aware, which is when a potential customer
learns about a company. Typically, customers first notice the company through paid
advertising or social media posts, though they might also learn about the company
through a personal referral from a current or past customer. At this stage, the
potential customer might not be ready to make a purchase, but they are interested
in the product or service that the company offers.
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