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If it is a product that they need, they will eventually buy. But there is a sales cycle. The sales cycle is shorter for commoditized and simple products. For complex products, the sales cycles are longer. In the B2C segment: food items, furniture, clothing, and appliances are simple products that might not need a long sales cycle to convince the customer to buy. Cars, Motorcycles, Homes, Laptops etc. In the B2B segment, apart from commodities, most of the products and services are complex products that need a long sales cycle.

With Digital Marketing, this sales cycle can be automated. The efficiency of one-on-one sales by a salesman can be achieved with digital marketing, at scale. When you time your marketing messages in sequence, you will be able to take your online prospect from awareness to interest, to desire and eventually to action, without human interference.

People buy with emotions and emotions cannot be cultivated overnight. It takes time and that's why timing your marketing messages to get the customer comfortable enough to buy is very important. Drip marketing is the easiest way to leverage the third dimension of marketing.


Drip marketing messages are usually done via email, and sometimes via SMS and push notifications. Attention: The best way to get the attention of an internet user is to give them something of value, that doesn't have a cost of replication for you. A free ebook with content on a specific subject or a problem is a lead magnet. You can promise to deliver a free ebook online in return for the internet user's Email ID. Interest: You can deliver further value to the user using content via email follow up.

As soon as the internet user gives you her email ID, give them what you promised. It could be a video, an ebook, a report, a tool or a free trial of a product. Set up email messages that can be delivered once in two days for the next 30 days. This will generate interest in your product. Desire: Intensify the desire for your product or service using customer testimonials, segmenting your subscribers and delivering more targeted messages, and by communicating the features and benefits of your product clearly.

Action: Trigger action using scarcity.

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Tell your prospects that you have a limited quantity of the product and you are going to run out soon. Create a sense of urgency and scarcity to trigger an action - a buying activity. If you do not give a reason for your potential customer to transact within a specific period of time, the customer might postpone the decision indefinitely. Depending on the price and complexity of the product, you need to have a unique timeline. For education products, a period offour weekss is more than enough to polarize the customer as a buyer or not.

Along with your drip marketing campaign, you can also run sequential ads which are based on time. Here, you do not have the contact details of your customer, but you can capture their browser cookies, which gives some level of targeting.

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When you have installed the Facebook Pixel and Google Analytics code on your blog, you will be able to set up sequential ads on the Facebook Ads and Google Ads Network. You can set up targeted messages for the first, second, third and fourth week.

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Sequential ads are not as effective as a drip marketing campaign, but it still leverages the third dimension of marketing. It is beyond the scope of this article to explain the mechanics of drip marketing and sequential advertising, but you can learn how to set up the ads with the help of online courses or consultants. It is important to learn the underlying principle behind these technologies to leverage them effectively.

As a digital marketer, you need to re-think marketing from the ground up. If you try to build on the marketing methods from the traditional world, you will not realize the power of digital marketing. The power of digital marketing is your ability to leverage the third dimension, time, for marketing.

Once you realize the power of setting up marketing messages through time, the third dimension, you will never go back to 2D advertising. It is very easy to convert prospects into customers when you deliver messages over time. The best part about leveraging the third dimension is that you end up building a strong relationship with your customers by communicating at the right time and right context. Entrepreneur Media, Inc. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site both directly and through our partners.

The table below describes in more detail the data being collected. By giving your consent below, you are agreeing to the use of that data. For more information on our data policies, please visit our Cookie Policy. Revoke Consent Submit Consent. Digital Marketing. All that you need to know about digital marketing. Next Article -- shares Add to Queue. Image credit: Shutterstock. Deepak Kanakaraju. Guest Writer. April 3, 10 min read.

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