The essence of conversion marketing is to identify the reasons for the negative perception of a product, study the experience of effectively counteracting this in the past, carefully analyze the characteristics of a product that is not in demand on the consumer market, and, based on these actions, build promotion strategies and a company marketing plan .
How conversion marketing works
All efforts lead to changes in product properties, cost reduction, launching an advertising campaign, and even the emergence of a completely different product to satisfy the same need (for example, the introduction of a vape). Consequently, conversion marketing is aimed at forming a positive perception of a once unpopular product or service by consumers.
Specialists working in this area ios database work with market segments where the product is not accepted, and in some cases even rejected (the client prefers to pay for the refusal to use it). Therefore, the advertising strategy implies multi-level positioning.
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Marketing research begins with identifying the reasons that served as the source of the formation of a negative attitude towards a specific product. Its results are processed to determine the methods of counteraction and their effectiveness. It is possible to change the focus of advertising to another target audience or offer an updated packaging design, etc. Example: cigarette manufacturers in the USA, in response to tightening legislation, reduced the nicotine content in them and began to actively promote their products to foreign markets with less stringent requirements. These measures are aimed at increasing demand and maintaining profit levels.
According to research by EyeView, video content on a landing page increases its conversion by 86%.
The advertising message should be presented in the most accessible form. Therefore, at the first stages, the target audience is determined. For example, older people are unlikely to be interested in the latest in youth music culture.
The level of service also plays an important role. Specialists accompanying their company's clients must take into account the characteristics of each consumer and be able to convincingly tell about all the advantages of the product.
Expanding the model range will allow you to take a good position in the market. To do this, you need to create detailed catalogs with a description of the price and characteristics of each item in the range.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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