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Saloni asked

Hi Tanvi .. I've recently launched a new jewellery brand online and need some guidance on planni
Hi Tanvi .. I've recently launched a new jewellery brand online and need some guidance on planning the digital marketing piece. There are several resources online but its overwhelming given the choices one has. Would appreciate some help.
20 Feb 2017, 06:10pm
Dear Saloni. Congratulations on your venture and my best wishes for success. I completely understand your predicament - the marketing knowledge space has become overwhelming! The community does like to talk a lot :) When venturing into digital, it is important to cultivate the right message (imagery + copy) along with identifying the right platforms/targeting options. Only then will you be able to stand out from the clutter. Right at the beginning it is critical to articulate "Why would your brand matter to the people you want to reach out to". As you can imagine, this is an exercise in simultaneously identifying the 'why' and the 'who' Once you are clear on who exactly is your audience really spend time identifying the core insight / emotional benefit that your brand fulfills (eg: For Tanishq's 'Mia' brand the 'who' might look something like this - A young modern working woman who is at the cusp of identifying & asserting her own style in life. She wants to look good but in her own way. She has control of her finances and wants to buy good quality products that makes her stand out from the crowd in line with her own quest of establishing her identity" Once you arrive at a sharp definition of your audience, you should them be able to answer how your brand fits in with the TG's aspirations. This will help you get the right messaging mix. After that, start with visual platforms like Instagram followed by Facebook - create your pages and push money for advertising. Spend time reading on how to best invest on these 2 platforms in the beginning Also, spend time identifying bloggers / Instagram users who represent your TG/ talk to your TG and try and get them to experience and write about your product. This should keep you busy for the next 3-6 months. Let me know how it goes. Hope I have been able to answer your question. Please feel free to reach out in case of confusion. Best Tanvi
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Dear Saloni. Congratulations on your venture and my best wishes for success. I completely understand

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