Conversion marketing: a brief summary
This type of marketing is similar to both support and incentive marketing. However, conversion marketing is a type of activity aimed at converting (changing) a negative experience or a buyer's attitude into a positive one. Used for negative demand (when consumers categorically do not accept the product). If you are interested in legacy find a grave, follow the link to find out more.
Supportive marketing is used when demand has declined and needs to be strengthened, while stimulating marketing is used to strengthen demand that already exists.
Factors of lack of demand
The reasons for the negative demand for the product are various:
- low quality;
- a more worthy analogue on the market;
- the product is not relevant;
- lack of need;
- perceived or real lack of benefit or even harm;
- a negative attitude formed under the influence of certain social groups.
Ways to solve the task
As in any other unclear situation, they first resort to analysis. First, they find out what caused the negative demand. Next, the product itself is analyzed: does it meet the needs of the target audience, does it solve the problem, and does the audience know about it. Based on these data, a strategy is formed.
Conversion marketing tools
Conversion marketing uses certain tools to save the situation. This is a rejection of the existing product promotion strategy in favor of a more effective price reduction, PR, service improvement, or re-release of the product (relaunch of the service) - more relevant or of better quality. To learn more about people search engines, follow the link.
Conversion marketing and online sales
Since a significant part of trade takes place online, this type of marketing is also used to improve demand in online sales . The following methods are used:
- Offer of relevant products. They will buy what they need and what is interesting to a specific target audience;
- Multichannel. Not only online stores, electronic catalogs, landing pages or company websites sell. There are other channels of conveying information about the product to the target audience: social networks, mailings, web push messages, targeted advertising, etc.;
- Improvement of the Internet resource that offers goods or services (simplicity and convenience of navigation and use of the site, mandatory adaptability for different devices, timely replenishment of the catalog);
- SEO optimization. Where is the buyer looking for the product? Of course in the search engine. Site optimization will allow you to attract leads simply to the company's website;
- Feedback. It makes it possible to find out the reason for the lack of demand and to eliminate other problems related to the purchase, in particular, to retain customers;
- Reactivation of users. It is worth launching a reactivation campaign, because it allows you to return a larger percentage of customers who left or are indifferent.
