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Effective Maketting

admin — Tue, 17 Jan 2012 12:33:17 +0000

Whenever you need somebody to buy what you have to offer, then you will need to explain the offer. Every product has both positive and negative aspect to it. When explaining the offer you have to highlight the positive aspect as well as diminish the effects of any obvious negative aspect. If the negative aspect is not obvious, then it is better not to talk about it, as talking about it may educate the otherwise unaware buyer.

Marketing is all about doing what is mentioned above; some do it well and some do not. For some it comes naturally and some have to learn. Today for any marketing strategy to be successful it has to have a plan to target the millions who use the internet every day. You might be good at selling your idea, but to get maximum output you need to use the platform used by as many as possible. Social media is the platform that businesses must and are using in order to showcase their product.

As part of my work I am in the constant look out for products that can really benefit the various processes in the department I work for. While searching online for HR software, I came across a YouTube video posted by Octopus HR. The video nicely explained all the positive aspects of the software and within no time I was convinced to buy it. That’s when I realized what a wonderful way to market a product. Creating a video with detailed info of your product and posting it on YouTube will not only publish your product to the many who search for videos on YouTube, but you can also just click the Share button found right below the video and quickly post it to many other social media sites where many are logging in every day.

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Increasing Sales With Press Releases

admin — Fri, 18 Nov 2011 14:01:20 +0000

If you are in business today whether it is an Internet based business or one that is not, you must market your business. One of the main ways to do so these days is through the use of press releases. Issuing a press release can get your company name and the information you want to announce out to the public, and this can help attract new clients and increase sales.

This is important also because business has always taken the single customer view, in an effort to maximize their customer loyalty and their eventual bottom line. As such your press release must do what it meant to do.

It is important to make sure your press release has accurate information about your company and product, because media outlets will be using this information in the articles or reviews they write for the public. If your company name is misspelled, or your contact information is incorrect, you can lose potential clients and sales. You also give the image of incompetence to the press and public because you did not bother issuing a press release with accurate information.

Having interesting and noteworthy information is also important. If you are announcing something mundane, the press won’t bother using the information in their articles. Your name won’t get out to the public, and you also risk news media outlets thinking your future releases will be mundane, too.

You can make press releases more interesting by pairing the announcement with an interesting event. If your event has an interesting element (say a contest, a seminar, or a noteworthy speaker), there is a higher likelihood media outlets will include the event in calendars or reports. Your company name and product will be publicized, and this can lead to more sales, especially if you offer special promotions and buying opportunities at the event.

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Internet Marketing – Focus On Local Centric Keyword Optimization

admin — Sat, 01 Oct 2011 11:03:09 +0000

Every marketing expert will tell you that reducing this concept into a series of formulas or steps does not make sense. Marketing involves promotion of the product to those individuals who are in need of the same. The idea is to establish a bridge between you and your customer with the help of the product. Of course, there are some persons who are aware that they need a particular product.

Then, there are others who do not know that they need your product. Marketing should also focus on such individuals and should cater to their requirements and preferences as well. It was possible to divide your marketing activities into different segments or sections as long as you were dealing with the real world. However, it is next to impossible to do so when focusing on the internet. Focusing on keywords that enhance SEO Surrey will be of very little use when you are dealing with the global market. You cannot restrict yourself to a particular area alone. It is not that you will not succeed.

However, you will be voluntarily restricting your abilities to earn more money. A competitor who focuses on certain keywords targeted to individuals living in a specific community and also uses keywords targeted at the globe as a whole will enjoy customers from all over the world.

If you start being defensive when marketing your product on the internet, you will automatically lose your market share. You must have complete and firm belief in the quality of your product. If you have any doubts, you must get these clarified before proceeding any further.

You may say that your defensive approach is not based on your lack of trust on your product. However, that is exactly how others are going to perceive it. Hence, make sure your keyboard optimization focuses on the local as well as the global market simultaneously. This is not easy but that is why internet marketing is so tough.

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Social Media - the new ’Hot Topic'in academia

admin — Tue, 23 Aug 2011 16:33:11 +0000

There has notably been a huge explosion of internet web 2.0 technology applications coming to the forefront of business practitioners minds in recent years , and the affect these technologies have had on marketing practices including public relations is profound. So much so that it has now developed to the stage in which these applications and their usage with in the realm of marketing are being acknowledged and given considerable respect amongst not only practitioners in business but academics in scholarly journals. The current body of focused literature pertaining to the field of public relations and social media is currently considerably fragmented; detected by an overview study. Several appraisals have acknowledged that three key areas require evaluation in order to establish what has been considered thus far pertaining to social media’s relationship to the public relations industry and specifically the use of social media as a crisis management tool. Areas under review currently in academia are; social media discussion across academic disciplines including specific and focused literature, public relations papers directed towards current and future industry matters and lastly any work that has addressed the public relations – social media paradigm pertinently in relation to crisis management. Hopefully this research as it begins to be published, will aid business practitioners to harness the use of online tools in marketing like master carpenters use their tools to create the most beautiful pieces of furniture and art, and subsquently produce marketing campaigns worthy of a oscar awards … or something to that affect…

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Is Social Media in your Marketing Toolbox?

admin — Tue, 23 Aug 2011 16:33:05 +0000

Pre-2006 the realm of public relations and its associated practices were very different from what we see today. Lariscy et al (2009) highlight that just as ten years ago a company was expected to have a website of some description to cement its business gravity in a given market, today the same expectations are seen but relate to company having an interactive online and social media presence. Public relations practitioners can not afford to be left in the shadows of the communication practices of yesteryear, as they simply will not survive in a competitive environment. Subsequently, the importance of understanding and harnessing these new technologies has in the last couple of years been taken more seriously and noted by academics and practitioners alike. Webber (2007) an international communications professional summarises this point in the notion that it will be unequivocally key for companies to understand and leverage the new digital environment of communications to their competitive advantage, in order to effectively compete in their business market. Whether you are in the industry of clothing or health care, marketing packaging solutions or gift cards, you absolutely must endeavour to get your head around the world on online marketing and learn how to leverage the resources with in the realm. Having a social media presence is an invaluable tool for your marketing toolbox, one that is immensely cost effective and one that allows your to communicate directly with your markets and consumers in a unique way, an opportunity that should not be missed at any costs!

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Optimise, Assess, Win!

admin — Mon, 15 Aug 2011 11:33:04 +0000

A recent article that was published by The Telegraph online has highlighted an important element of online marketing that more people need to consider when trying to promote their business. The two authors that used an optimisation tool on amazon.com to help propel their book to the top of the charts are no different to any successful marketing department at any company. Yet amazon decided to withdraw the tool following this incident.

Optimisation is the new marketing for successful online businesses. It is something that every creative marketer needs to have as part of their tool kit in the modern world and failure to apply it can mean the difference between success and failure. Amazon’s withdrawal of the tool on their own site shows just how effective a correctly optimised product online can be with the customer.

Most companies now employ a SEO Manager to help them rank higher on the search engines. Companies like abroadband have been smart enough to know that relevant, useful and non repetitive content are the keys to ensuring that they don’t drop to the bottom of Google or the other search engines. So what does an SEO Manager do that a traditional Marketing Manager doesn’t?

The best way to illustrate the process is to use an example case. Harry is an SEO Manager who works for a Cancer Charity called ‘Cancercure’. Harry’s job is to ensure that when a person types in phrases or words like ‘Cancer Charity'or ‘Cancer'on a search engine, the Cancercure website appears as high up on the 1^stpage of results as possible. If the Cancercure website appears within the 1^st ten results returned then there is automatically an increased probability that people will click onto the Cancercure website. Using this optimisation technique ensures that 99% of the time, Harry has connected the Cancercure website directly with its target market – people looking for information on a cure for cancer.

By using these techniques anyone can rank their website higher up on the search engine results. It is ten times more effective then traditional methods of marketing because instead of producing material that only has a 50% chance or lower of reaching it’s target audience, you are automatically getting your target audience to find you. The best thing about it is that the cost of employing an SEO Manager to do this for you is still a hundred times less then that of an expensive marketing budget. In other words you get more bang for your buck.

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Considering Strategy

admin — Sun, 17 Jul 2011 15:03:03 +0000

Strategy is a fundamental business process, the roots of which can be traced back to the ancient Greeks and Athenian positions of strategos (Cummings 1993). In its purest form business strategy is the process of planning that steers the business in a direction that aids the pursuit of its organisational goals. In endeavouring to define the concept of corporate/business strategy, Porter (1983) puts forth that “almost no consensus exists about what corporate strategy is, much less about how a company should formulate it”. Every businesses strategy will differ, whether it is oil companies or bespoke clothing ranges every strategy should be unique with explicit tailor fit.

Porter (1998) offers that a good strategy is “concerned with the structural evolution of the industry as well as with the firm’s own unique position within that industry”. On the other hand, less structured and industry focused definitions are offered; Hamal & Prahalad (1993) suggest that strategy is concerned with stretching aspirations, leveraging resources to encircle rather than to compete with competitors, where as Mintzberg (1985) quite abstractedly presents that strategy is a “pattern in a stream of decisions”. Fundamentally, in developing a strategy, a business aims to accrue the ability to cope with the uncertainty and ambiguity of the external environment, linking in with the continuing route of the company and the achievement of competitive advantage. Strategy looks to find ‘strategic fit'and stretch the businesses resources, to create opportunities and mitigate against external threats and internal weaknesses. Furthermore it must be noted that strategic decisions will also be influenced by stakeholders and their values and expectations.

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Strategy & Using Analytical Tools

admin — Sun, 19 Jun 2011 21:33:06 +0000

Mintzberg (1985) offered that strategy as a “pattern in a stream of decisions”

As identified by Mintzberg (1987) there are a host of reasons as to why organisations need strategy: setting direction; focusing effort; gaining agreement; defining the organisation; providing consistency and distraction avoidance. Strategy needs to be linked with the long term direction of the company, as strategic decisions are normally made with the goal to achieve competitive advantage over competitors as an end result, furthermore strategic decisions will widely be concerned with the scope of the organisations activities. Conventionally, the practice of strategy has focused on the application of rational, analytical strategy tools and techniques developed by leading academics such as Igor Ansoff (1965) and Michael Porter (1980). However, as other academics have highlighted (Hamel and Prahalad, 1994) these tools have proved insufficient in times of uncertainty within business. Retailing for example is characterised by intense competition, and analytical tools are imperative in challenging the robustness of a companies current strategy thus highlighting areas that might need to change in order to achieve competitiveness in a new market.

The application of the ‘Five Forces Framework'developed by Porter 1980 are one such tool that can enable you to fathom the sources of competitive pressures from within and around the business. So whether you are indeed a company looking to enter the competitive retailing industry or perhaps a London builders merchant looking to expand, take time over your business strategy, link it to your long term goals and utilise the variety of tools at your disposal effectively.

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Role of “Sex” in Marketing

admin — Sat, 04 Jun 2011 10:18:18 +0000

I have heard this quote a few years ago saying that “Free and sex are two most selling words in the entire world.” Well, it seems like media personals throughout the world have taken this quote very seriously. We all know about the importance and effect marketing have for the growth of a business. While every business and advertising agencies are working hard to get a unique marketing idea that can work wonders for their product, one thing that remains common in most of them is the central theme, which revolves around “sex.”

The important question that arises is, are our marketing agencies out of new ideas or they are simply adapting for the easy way out? The possible reason is they do not want to take the risk of experimenting with new ideas, especially when they see a definitive growth if the sell what is already a hot cake. This is also one of the factors why you see women in skimpy clothes and erotic positions even it they are selling Tin bespoke solutions or toothpaste.

As far as women are concerned, a large percentage of women agree disprove portraying them as a sex-object in the advertisement. Most women find it uncomfortable to sit with relatives or parents when the TV screen is bombarded by countless sex-based ads.

It cannot be denied that ‘sex does sell’, but marketers should be careful about the type of audience they are targeting. Clearly, women and older audiences feel offended with wrong ads and it may work negatively for your product. The bottom line is that the marketers should consider the product it is selling, the type of audiences and develop their ad accordingly.

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Marketing a must for every business

admin — Tue, 17 May 2011 13:03:14 +0000

Marketing is the back bone and the bed rock of every business that exists today. Any business without a marketing strategy will collapse for sure. Mostly the small and the medium sized companies fail to incorporate marketing or even develop a marketing plan when starting the business. Even if they implement marketing they do it in a traditional and often ineffective manner. Marketing is a creative art. The talent of marketing is not born in a single day its takes more effort and specialization over the years. Great marketers are made and not born says Abraham the famous author in the marketing world.

When we start a business we have to think marketing as an investment. May it be a storage business or any other business marketing plays a vital role. If a little humor added in marketing it does wonders to the business. But humors should be added according to the language culture and the context of the people. For example Pepsi'came up with an advertisements saying “Come alive with the Pepsi Generation” however when translated into Chinese it turned out to be “Pepsi brings your ancestors back from the grave”.

The other day I was having a coffee with a marketing manager who has been in this field for several years and he was sharing the challenges and his expertise in this field. First thing he mentioned was for successful marketing we should know the needs our audience. The audiences are the ultimate buyers so by knowing the audience you will be able to articulate how beneficial and relevant the product is. Secondly, offers play a vital role so make sure the offer is good enough to attract the customer. Last but not the least never work alone, always work as a team that’s when new ideas pop up and leads to the success of the business.

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