Oct 6, 2016 - Dabur's NewU to market make-up brand Jaquline USA in India

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from TradeBriefs FMCG Daily Newsletter

Sree Vijaykumar

From the Editor's Desk
Seems like every week, am having a discussion with someone or the other on marketing funnels. Most companies are impatient and want customers on a platter. The reality is that if you approach marketing like that, you are missing out on a large portion of your potential customers, namely the top of the marketing funnel. If you get 5 leads who are ready to buy your product today, there are 50 who don't understand your value proposition yet and 500 who are unaware of your product altogether. Unfortunately, Google and Facebook have trained most marketers to think of Digital as purely a "performance" medium. You build your brand on TV and get leads (more like ready customers) on Digital! Even if you are lead focused, capture those who might be interested in your product through content(whitepapers/videos/blogs/webinars), then nurture them through a marketing automation platform (email/phone follow ups with new content if you don't want to spend the time and money on the technology) and then watch them turn into customers. A simple explainer in this video here

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