There is no doubt that the marketing process is one of the most important pillars of the entire business, especially e-commerce. With the changing characteristics of the global post-COVID-19 market, the importance of innovative and smart marketing strategies has been highlighted, because as long as the marketing is successful and different, the chances of attracting customers of online stores will increase amidst fierce competition. You may have heard of reverse marketing as one of the marketing methods used in e-commerce and its importance in supporting the activities of e-stores and increasing their profits.
So, through today’s article, we shed light on the concept of reverse marketing as one of the smart marketing strategies in e-commerce, and how this marketing method can affect the profits of online stores through direct and effective communication with customers.
What does the concept of reverse marketing mean
Generally, the concept of marketing is based on reaching the customer and convincing him to buy in different ways, but reverse marketing is about making the customer search for your product instead of convincing him to buy, he does it himself, because reverse marketing relies on adopting a marketing discourse that makes the customer want to buy but feel that he should. For example, instead of promising the customer that if he doesn’t buy your product, he’s missing out on something important, or that you’re not going to promise him the difference he’ll get from buying from your online store, you’ll treat him as someone truly exceptional and focus instead of following traditional methods of marketing and persuasion for so-called value marketing.
This type of marketing is based on reverse psychology, which is that if you want people to do something, you should not directly ask them to do it, but instead provide them with information and values that help them actually make a decision. For example, suppose you want to develop a marketing plan for air conditioners. There are two types of marketing plans:
- first plan Based on traditional marketing: Here, you can follow the usual marketing approach, such as creating TV commercials urging people to buy, creating billboards decrying the heat, and warning that the weather without air conditioning is unbearable. The result is that the customer feels stressed and thinks he is missing something, which can put him off buying or prompt him to look for a substitute.
- second plan Rely on reverse marketing: Your business can then rely on providing free educational services to repair home air conditioners, distribute instructions on handling them, and have publications on your online store’s social media platforms about new technologies your company follows to protect the environment and support consumer health. The result of this is that the customer is happy with your brand, which will reinforce the feeling that you care about him and sell him value rather than product, so he will buy from you without any pressure.
Why is reverse marketing called easy?
Marketing experts say the process of reverse marketing is simple and low-effort for the following reasons:
- Although reverse marketing seems simple, its effect does not appear all at once like traditional marketing methods. Instead, it needs a process of showing customers a long-term plan to link the cognition between customers and online stores.
- Reverse marketing is based on good research on the environmental and cultural changes consumers are experiencing in the current period. For example, as climate concerns increase, customers will feel loyal to online stores that use sustainable packaging concepts or protect environmental resources.
- Reverse marketing requires an online store to make a big commitment to promise, because the reputation the store builds with customers must verify the store’s commitment to provide accurate information and true promises in order to maintain a loyal customer base for the company or store.
The Importance of Reverse Marketing in E-Commerce
The importance of reverse marketing in e-commerce focuses on the following points:
- Reverse marketing is an effective way to attract new customers that traditional marketing methods cannot
- Reverse marketing can help you build deeper relationships with existing customers who will be attracted to the value you bring to them.
- Reverse marketing enables you to reach and sell to customers who are already interested in your product or service.
- It can help you increase brand awareness and build a positive image.
- Reverse marketing can be more cost-effective, especially if you’re targeting a niche market.
- In the long run, reverse marketing can lead to more sales.
Online Stores Using Reverse Marketing
There are many online stores that have used reverse marketing as one of their marketing strategies and have profited from it, including:
1. Amazon store
The Amazon online store uses two methods of reverse marketing:
- First: Activate your Amazon Prime subscription
Amazon offers premium memberships to certain customers by increasing the value of the services they offer. Amazon Prime membership waives shipping fees for consumers and products can arrive within two days, making customers seek it out to take advantage of the benefits.
- Second: reduce the price of leading products to attract customers
Amazon launched the Kindle e-reader at a discounted price when it was first launched, thereby attracting customers in the e-reader category and forming the basis of loyalty to Amazon to deal with other similar products in the future.
2. Pigeon
Skin care and hair care company Dove adopted a marketing campaign based on correcting women’s perceptions of beauty. In the advertising video, multiple women described their perceptions of beauty, allowing the advertisement to reinforce the idea that “all women are truly beautiful.”
Here, the company has marketed a value, which is to correct people’s common aesthetic concepts, and send a letter to customers to let them know that they are really beautiful and noble, instead of directly inviting them to buy, so that sales will increase later.
in the end Dear readers, as soon as you decide to get into e-commerce, when making your marketing plan, you cannot ignore the importance of reverse marketing and the profits and benefits it can bring you in the long run by building a good reputation and a customer base that cannot be underestimated for your online store.