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1. UNIT II Segmenting & Customizing Messages in Digital Marketing

2. Introduction Digital marketing has evolved to focus on personalization and segmentation, ensuring that the right message reaches the right audience at the right time. This case study explores how a leading e-commerce brand used segmentation and customized messaging to enhance customer engagement, improve conversions, and boost revenue.

3. Company Overview Brand Name:Trendy Wear Industry E-commerce (Fashion & Apparel) Objective: Increase customer engagement and conversion rates through targeted digital marketing.

4. Problem Statement TrendyWear struggled with high cart abandonment rates, low email open rates, and declining engagement on social media. Generic messaging and one-size-fits-all marketing strategies failed to resonate with their diverse customer base.

5. Strategy Implementation Trendy Wear adopted a data-driven segmentation approach and customized its messaging across multiple channels. Customer Segmentation : The company divided its customer base into distinct segments based on: Demographics: Age, gender, location Behavioural Data: Purchase history, browsing behavior , cart abandonment Psychographics: Interests, lifestyle, brand affinity Engagement Level: Active, dormant, high-value customers

6. Customized Messaging for Each Segment After segmentation, Trendy Wear tailored its digital marketing efforts accordingly: Email Marketing Personalization New Customers: Sent a welcome email with a first-time discount. Cart Abandoners: Triggered reminder emails with product recommendations and limited-time discounts. Loyal Customers: Provided exclusive previews and personalized rewards. Dormant Users: Used re-engagement campaigns with incentives.

7. Social Media Targeting Young Adults (18-25 ): Engaging Instagram reels and influencer collaborations. Working Professionals (26-40): LinkedIn and Facebook ads highlighting quality and durability. Trend Followers: TikTok and Instagram stories with trending fashion insights. Website & Ad Personalization Dynamic website content based on user behavior (e.g., showing winter collections to users in colder regions). Retargeting ads showcasing products users previously browsed. Personalized discount pop-ups for repeat visitors.

8. Results & Impact Email open rates increased by 35% , with a 20% rise in conversions. Cart abandonment reduced by 25% due to retargeting campaigns. Social media engagement grew by 40%, leading to a 15% increase in followers. Overall sales increased by 30% in three months.

9. Discussion Questions

10. How did segmentation contribute to GreenTech’s improved engagement and conversion rates?

11. What are some potential challenges companies might face when implementing a segmented and personalized marketing strategy?

12. How can businesses ethically use customer data to enhance personalization while maintaining privacy and trust?

13. Case Study on Dabur’s Digital Marketing Strategies Dabur, a leading domestic FMCG company, is attempting to capitalise on the "digital revolution" by pursuing an aggressive e-commerce and digital marketing strategy to reach the millennial generation, who are predicted to become important consumers in the future. Aside from Holi, Diwali, and other significant holidays, the brand's social media account covers all fleeting moments .

14. About Dabur Dabur was founded by a visionary and innovator—Dr. S.K. Burman. Dr Burman started Dabur with a mission to cure ordinary people who cannot afford medicines. Today, Dabur has cured millions of people to become one of the leading FMCG companies. Dabur India has gained its trust by selling quality products for 133 years and has become the world’s largest ayurvedic and natural health care company.

15. Dabur’s product line: Dabur has 175+ products across industries, placing focus on FMCG (Fast Moving Consumer Goods).

16. Their products can be categorized into the following Haircare Oral care Healthcare Homecare Skincare, and Foods

17. The FMCG division of Dabur has five major brands, each with its own identity. Dabur- the industry’s leader in natural healthcare goods Vatika a luxury personal care line Hajmola -the greatest digestive aid Real – a line of fruit juices and beverages) Fem -a line of skincare products.

18. Why Should Marketers Study Dabur’s Digital Marketing Strategies? Dabur’s digital marketing strategies are helping it to build on this  strong base and to connect with consumers in new and innovative ways.  The company’s  focus on digital channels  is helping it to reach a wider audience, including young consumers who are increasingly spending more time online. Dabur’s digital marketing campaigns are also helping it to build deeper relationships with its customers, by providing them with relevant and engaging content that they can connect with. The company has also been able to use digital channels to create a more personalised and differentiated customer experience.

19. Dabur’s Social Media Marketing Strategies Dabur has multiple social media accounts, one for all its products ( daburindialtd ) and then many others for specific products. Dabur Amla, Dabur Vatika Hair Care, Dabur Health juices, Dabur Gulabri , and many more.

20. Dabur’s Instagram Marketing Strategies

21. Dabur’s Facebook Marketing Strategies Targeting: Dabur’s Facebook page targeted women in the age group of 25-35 years. It targeted women of a similar interest group as the brand and this allowed the brand to reach its target customers. Product campaigns: Dabur used its products in its Facebook campaigns. Brand campaigns: Dabur used its brand name in all of its Facebook campaigns. This helped the brand to build its identity in the minds of its customers. Contests: Dabur used contests to create interest in their new product line among the target segment. The strategy helped Dabur to create a niche for its products in the market and also helped them to generate leads.

22. Dabur’s YouTube Marketing Strategies Dabur’s adoption of an ad sequencing strategy showed that long-form storytelling on YouTube can be embraced, rather than feared. When used correctly, this type of strategy can help create a stable communication structure for a brand, reach and engage their desired audience, and increase conversions

23. Dabur’s Most-loved Digital Marketing Strategies 1. Dab-Vite Dabur launched a new product called ‘Dab-Vite’, a water purifier, which is specifically targeted to women. It adopts the concept of ‘women as influencers to promote their new items. Women who consider their usage and opinion of a product before purchasing it, are called ‘influencers’. Dabur, therefore, plans to invite these influencers to the launch event and pay them a ‘commission’ which would amount to Rs. 10,000 for 1,000 participants. The influencers are then asked to post about their experiences on social media. Dabur will also give rewards to the influencers who generate the most buzz about their product.

24. 2. Shuddhata sabke liye ! Dabur Honey from the Dabur India Ltd. house launched a groundbreaking media campaign called “ Shuddhata Sabke Liye” in honour of the International Day of Persons with Disabilities. To promote the ideas of inclusion, empowerment, and equal opportunity for all, Dabur has released a film. https://www.youtube.com/watch?v=gT29tzfVNjY 3. Brave and Beautiful!  With their “Brave and Beautiful” campaign, Dabur, one of India’s most iconic and long-standing brands, embraced extended format digital advertising. The outcome? They established a new level of audience engagement.  They used YouTube as a vital tool for producing video that has stronger connections with larger audiences and as a platform for sharing personal tales. They made use of digital platforms for long-form storytelling to alter brand perception. They also created an interactive resource portal called mybeautynaturally.com to encourage audience participation and interaction.