“The best marketing doesn’t feel like marketing.” – Tom Fishburne
Digital marketing is defined as marketing or advertising that is delivered through digital channels. These channels include mobile applications, search engines, social media, email, and website applications. And, as the quotation highlighted above by Tom Fishburne, the marketing strategies that have the best results in today’s digitally driven world, are overt strategies.
The fact that we are moving further and further into a period known as the Fourth Industrial Revolutions (Industry 4.0 or 4IR) has enhanced the need for solid online marketing strategies.
What is the Fourth Industrial Revolution?
Klaus Schwab, the founder and executive president of the World Economic Forum defines Industry 4.0 as follows:
The Fourth Industrial Revolution is a “technological revolution that will fundamentally alter the way we live, work, and relate to one another.” It includes “emerging technology breakthroughs in fields such as artificial intelligence, robotics, the Internet of Things, autonomous vehicles, 3-D printing, nanotechnology, biotechnology, materials science, energy storage, and quantum computing.”
As part of this conversation, the World Economic Forum has noted that 4IR will have a marked impact on the way the world does business, especially in the field of digital marketing. Thus, it is vital to be mindful of this fact when considering the successful marketing strategy for the class-action lawsuit led by a Buffalo mesothelioma attorney.
The Mesothelioma class-action lawsuit: A digital marketing model
Before we talk about the components of a successful marketing model, let’s have a brief look at what mesothelioma is as it is relevant to how we construct the digital marketing model.
The Mayo Clinic website defines malignant mesothelioma as “type of cancer that occurs in the thin layer of tissue that covers the majority of your internal organs.” It is an aggressive and deadly cancer without a cure. Even though, treatments are available, the five-year rate is between 5% and 10%.
This cancer type is thought to be related to asbestos exposure. The asbestos dust that is breathed in, or swallowed, during mining operations or the removal of asbestos installations is what is deadly.
Defining the different persona-types is the first step in drawing up a successful digital marketing campaign. Based on this description of mesothelioma as well as its primary cause, the persona-type that the digital marketing campaign must target has the following attributes:
- The person has worked with asbestos.
- This person is a family member of someone who has worked in the asbestos industry and has brought asbestos fibers home on their clothing.
- This person has lived or lives under an asbestos roof.
The next step is to consider the different marketing channels that should be used. And, this decision depends on the age and gender of the persona type.
The cancer.org website states that it is rare for anyone under 45 years of age to contract this cancer type. And two-thirds of the people who contract mesothelioma of the chest are 65 years or older.
Therefore, the marketing model should include a combination of digital and traditional marketing channels. Because of the expected age of the average cancer sufferer, it is worth considering placing an advertisement in the local daily newspaper, or even the local TV station if the cost is not a factor.
Finally, searchenginejournal.com notes that many senior citizens have embraced the digital revolution and have social media profiles. Thus, the best marketing channels to use to target these people are Facebook ads, YouTube clips, as well as local news websites and blogs.