Group Familia Case Study, Assignments of Digital Marketing

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Group Familiar Case Study Four comparable micro moments of Patricia and Cindy are discussed here. Generational, life stage and family income differences account for those gaps. For Patricia, as a TV lover, she has a I-want-to-watch-novelas moment. As a middle age mom, she enjoys and is proud of doing housekeeping to provide organized living environment for her family, I-want-to-be-praised-for-my-working moment and I- want-to-buy-products-that-can-imporve-my-housekeeping/cooking-skills moment exist. And, for an upper middle class family, she also has a I-want-to-go-to-local- supermarket moment. For Cindy, a younger generation who grew up with internet, would always has a I- want-to-surf-the-Internet-and-connect-with-friends-online moment. And Cindy just stepped into life living with a big family with some unsecure feelings. I-want-to-have- fun-with-my-family moment would flash. Despite limited disposable income, value for money makes her have I-want-to-buy-high-quality-products-with-reasonable-price moment. But, inevitably, I-want-to-go-to-mom-and-pop-store moment would show up when she needs to go grocery shopping. While Patricia can buy what she wants within a higher acceptable price range in local supermarkets. Familia Play which has Internet DNA helps Cindy a lot in her I-want-to-surf-the- Internet-and-connect-with-friends moment and I-want-to-have-fun-with-my-family moment. The increasing presence on mainstream social medias provides useful, interesting and sharable information tailored to Cindy (Appendix). And the free videos on its website is a new opportunity for Cindy to have fun with the whole family. These contents are also easy to be shared on Facebook, creating topics for Cindy to connect with friends. There are other Cindy’s micro moments have not been discussed above. She has a beautiful vision for the future which includes sending her daughter to college. Videos on Familia Play helps this I-want-my-daughter-to-be-educated-well moment as well by providing children educational video. Besides those helps, there are other two opportunities for Familia. Dreaming about glamorous future spawns I-can-live-better moment. Familia can post more encouraging contents, like the real stories of women travelling the social ladder on its social medias to strengthen Cindy’s belief. Or Familia can leverage contents from influencers who are living Cindy’s dream life about introducing Familia’s products they are using, delivering the message that Cindy can be one of them if she is using those products. Cindy has her fixed shopping destinations, neighborhood mom-and-pop stores. Familia can use GPS to know Cindy’s location and provide all the mom-and-pop stores with Familia products selling on its website or social medias if this function is realizable to assist I-want-to-go-to-mom-and-pop-store moment. The risks of this current program are as followed. Firstly, current program, especially video-on-demand component is not monetized. Although it can cultivate brand loyalty, it does not lead to purchase directly.

Secondly, those videos may have copyright issues. Renren Film (a video platform in China) which was cracked down due to copyright infringement is an extreme case (Shane & Steve, 2020). In fact, many companies with strong anti-infringement awareness were involved to this issue as well. There might be five stages in Cindy’s consumer goods customer journey, awareness, research and evaluate, purchase, experience and advocate. Awareness usually comes from advertisings or sharing on social medias or websites. Research and evaluate phase is to search specific information about product shelf life, quality and price to evaluate all alternatives. Although Cindy has limited income, buying consumer goods is a still a limited decision-making process which involves little external information search. Cindy would pay less time to search on the website or ask friends about using experience. After that, Cindy would go to the mom-and-pop store to purchase. Considering Cindy is a price-sensitive consumer, she might change her mind due to strong promotion of other brands with relatively not too bad quality. Then comes to experience and advocate. In this phase, if the product brings Cindy extremely excellent or terrible experience, she would post it on social medias. Patricia has these five stages as well. But some differences exist. For awareness, she gains mostly on TV advertisings and posters in supermarket. She would search on the website about the features she cares about but she would not change her mind easily just due to promotion in local supermarkets. And she would not post her using experience online. For awareness, native advertisings and search engine optimization on social medias and websites are basic tactics. Some value added campaign tailored to Cindy, like “you deserve better” campaign can be launched to deliver its brand value and resonate with targeted customers. Referral program, like introducing a new Familia Play member can gain some extra benefits or free sample is also effective. For research and evaluation, search engine optimization is definitely the best choice. Familia should make sure customers can always get useful and relevant information about their products online. 69% users tend to buy products from brand providing them with useful information on websites or apps (Laura, Elizabeth & Katie, 2015, p.12). For purchase, e-commerce is suggested to conduct to close the purchasing loop instantly without comparing with other products in store. According to Statista, ecommerce is developing rapidly during these years, especially for fast moving consumer goods during COVID-19 period, revenue increasing by 130% (2020). Hence, there is a chance for Familia to build its own e-commerce business. For experience, instructional tutorials should be available online. And for advocate stage, Familia can conduct ongoing review campaign on social medias. Some influencers can be invited to share their using experience firstly to motivate more customers engaged. And a lucky draw would be conducted at the end of each campaign to prize the users who share online.

Monetization, Loyalty program and e-commerce word together to strengthen the link between digital investment and financial performance and reshape the customer journey. The digital contents should be monetized to realize conversion of digital investment. Native advertisings can be added into relevant videos. Like YouTube, users can choose to jump them after 5 seconds playing to not influence watching experience too much. E-commerce discussed above should be conducted to close the purchasing loop. Customers can be led directly to purchase under the temptation of strong promotion. Loyalty program with points system can bond with customers directly without consideration, evaluation and intermediaries. Firstly, after becoming a member, some free samples can be shipped to invite experiencing. Secondly, any purchase on e-commerce platform will be recorded to customers’ accounts automatically to convert into points. Receipts can be scanned by app to record offline purchase. These data provide valuable information for Familia to output proactive personalized message, like introducing products customer may like or need soon. Thirdly, referral new members and share using experience online can gain more points. Points can be redeemed to products and have rights for latest videos on Familia Play.

Reference: Laura A, Elizabeth B and Katie H 2015, Your Guide to Winning the Shift to Mobile , Google, accessed 27 February 2021, < https://www.thinkwithgoogle.com/marketing- strategies/app-and-mobile/micromoments-guide-pdf-download/> Statista 2020, accessed 28 February 2021, <https://www.statista.com/statistics/1116604/change-e-commerce-revenue- coronavirus-latin-america/> Steve, F and Steven S 2021, D’Andrea & Partners Legal Counsel, accessed 1 March 2021, <https://www.dandreapartners.com/renren-ipr-crackdown-in-chinas-digital-age/

Appendix: Content encourages users engagement