Post by account_disabled on Mar 14, 2024 1:44:06 GMT -5
The profound change that our society is undergoing, moving almost entirely to a life immersed on the web, is leading all brands to have to modify their Digital Marketing strategies in order to be competitive and best respond to consumer needs. But how can you make your customers perceive this switching? How should change be communicated and which cornerstones must be maintained? Today we want to give you the example of Nectar, a loyalty card that allows access to numerous services in the large-scale retail sector, financial companies, oil companies and online purchasing platforms. The British brand aims to become the largest digital loyalty brand in the UK, and to achieve this great result it has created a very interesting action plan.
Accept Advertisement cookies to view the content. As we read in Find Your Phone Number the Marketing Week magazine , the aim is to become a brand that gets the better of its competitors, thanks to the establishment of a long-term relationship with customers, distant and different from the one defined as " short terms". and based on pricing tactics carried out by opponents. To do all this, the brand had to completely modify its marketing activity, making it completely digital and to do so, however, it still had to use mass communication today to be able to communicate with its target, creating the " Thank You" campaign, consisting from a series of television commercials, of which we have reported an example here, which speak directly to all the different types of consumers that the brand has.
We are personalising the pre-roll ads on YouTube so if you watch a music video or a sports film, the execution of our ad will change around that theme. It is now all about being clever with our marketing.” The first step, as stated by Will Shuckburgh, managing director of Nectar, was therefore to track the consumer in the most specific way possible in order to be able to profile the ideal offer around him in relation to his needs, which is why all videos that are broadcast follow a specific "targeting" logic of the audience, for example through You-Tube, where the advertising video that appears to the user changes depending on his viewing preferences. “Nectar is one of the most recognised brands in the UK, it has huge trust and people equate us with great value.
Accept Advertisement cookies to view the content. As we read in Find Your Phone Number the Marketing Week magazine , the aim is to become a brand that gets the better of its competitors, thanks to the establishment of a long-term relationship with customers, distant and different from the one defined as " short terms". and based on pricing tactics carried out by opponents. To do all this, the brand had to completely modify its marketing activity, making it completely digital and to do so, however, it still had to use mass communication today to be able to communicate with its target, creating the " Thank You" campaign, consisting from a series of television commercials, of which we have reported an example here, which speak directly to all the different types of consumers that the brand has.
We are personalising the pre-roll ads on YouTube so if you watch a music video or a sports film, the execution of our ad will change around that theme. It is now all about being clever with our marketing.” The first step, as stated by Will Shuckburgh, managing director of Nectar, was therefore to track the consumer in the most specific way possible in order to be able to profile the ideal offer around him in relation to his needs, which is why all videos that are broadcast follow a specific "targeting" logic of the audience, for example through You-Tube, where the advertising video that appears to the user changes depending on his viewing preferences. “Nectar is one of the most recognised brands in the UK, it has huge trust and people equate us with great value.