Large brand looking for Lead Generation / Sales
We no longer live in the world of monopolistic or duopolostic product categories. The customer has choices and they choose products based on the value or the experience of the brand versus their need. Its about ensuring you are the top of the mind recall when people are thinking about you or products in the similar category. This requires brands to be highly innovative in their approach and perhaps the most advanced level of 360 degree digital synchronization.
Remarketing and retargeting with appropriate social messaging (on your communities and across the internet) along with interesting and viral product promotionalcampaigns are the way to go.
Spend on media but be very choosy. Know where the customer goes to research about your product or what their top considerations are while choosing channels.
Your social communication should also handle customer concerns and provide them a reason to choose you beyond competition.