How To Implement A Winning Marketing Strategy To Your Advantage!

A Marketing strategy is crucial if you want to really succeed in your marketing. Amongst its advantages are:

1. Helping you to focus your marketing attention.

2. Better complete utilization of resources

3. Helps in increasing sales; and

4. A powerful resource of winning over your competitors.

Every company applies some kind of marketing strategies to maintain existing customers, attract potential customers and also to maintain and enhance their reputation in the market.

When designing a marketing plan, first a marketing strategy is taken into consideration. The marketing plan consists of steps to be taken so as to attain success in the implementation of the marketing strategy chosen. Big projects involve selection of different strategies at different levels. Usually a strategy consists of well-sketched tactics. They are meant to meet the needs and finally reach marketing objectives.

Each of the strategies has pre-calculated results because when a particular strategy is chosen at a particular level, its outcome becomes the goal of that particular level. If there is an absence of a well thought out strategy in a marketing plan it means it is supposedly lacking a good foundation. A reasonable marketing strategy should not only facilitate marketing goals, but also the action sequence of a campaign.

At regular time intervals the firm should analyze the marketing decision. This is done with the help of strategic models. The 3C’s model is usaully considered for this purpose. The 3C’s model determines the factors, which leads to the success of a marketing campaign.

There are three key parties involved in this model. These are:

>>> The corporation

>>> The customer; and

>>> The competitors.

The involvement of all the three key parties leads to positive results and this involvement is known as the 3C’s or strategic triangle.

The role of the corporation is to increase the strength of the company in the success critical areas, when compared to that of the competitor. The customer and his interest form the basis of any strategy. The competitor also plays a vital part. The competitor-based strategies are based on the functioning of business competitors like design and engineering, sales and servicing, and purchasing.

When making a marketing plan some particular strategies known as mix strategies are used. 4P’s model is used to calculate whether the plan is sticking to the strategies or not.

The four Ps stand for product, price, place and promotion. Products are goods produced by the company on a huge scale for the purpose of selling them and earning profit. Price is the money paid for a product by the customer. The price is based on many factors like competition, market share, customer perception and product identity. Place where the product is sold can be either physical store or store on the Internet. It is also known as distribution channel. To make the customer knowledgeable about a product, the marketer does promotion. It involves advertising, public relation and point of sale.

There are different types of marketing strategies based on some criteria. Some of the common marketing strategies are:

1. Market dominance strategies – Market dominance strategies are used to dominate the market. Examples of these are Challenger, Leader and Follower.

2. Porter generic strategies – Porter generic strategies are built on strategic strength or competing abilities and strategic scope or market penetration. Cost leadership, Market segmentation and Product differentiation are types of porter generic strategies.

3. Innovation strategies – Innovation strategies are meant to trigger the rate of product development and model innovation. It helps you as a business to incorporate latest technologies. Close followers, late follower and Pioneers are types of innovation strategies.

4. Growth strategies – Growth strategies facilitate the growth of the organization. Intensification, Diversification, Vertical integration and Horizontal integration are types of growth strategies.

5. Marketing warfare strategies are conjunction of marketing strategies and military strategies.

A marketing strategy or a mix of them is chosen only after thorough market research. A marketer should always be ready to face any kind of situations like if the strategy is changed in the middle, he should be able to perform another market research so as to choose the proper strategy, within a short period of time. This can be done easily if you have the experience.

What I Learned About Digital Marketing From Having Bats In My Home

Yes, you heard that right: bats INSIDE my home. To say I’ve been creeped out is an understatement, but unfortunately, anyone who’s ever had to deal with bats knows that it’s not an easy fix. They are elusive creatures that humans have been studying for years. And when the exterminator says “I can’t help you,” you know you’re in trouble.

As I’ve reflected on this terrifying experience this summer, I’ve made a few connections between how you deal with bats inside your home, and how you manage digital marketing in today’s world.

LOOK FOR THE EVIDENCE.

You may not see bats, but that doesn’t mean they aren’t there. You see, in this entire process, I still have yet to see a single bat. The way our house works is that we have exposed logs as the beam structure for our roof and it’s all exposed. So, while we have bats “in” our house, they are between the ridge of our roof and the very top beam that runs along the length of our house. How did we know we had a problem? Well, guano. The [email protected]%* was really hitting the fan in our case because their guano was literally being pushed off of that top beam and falling every night onto our loft floor when the critters were moving at dawn and dusk. We never saw the animals themselves, but we saw the “evidence” of them.

In digital marketing, you may not know exactly how different strategies work. We can’t see Google and Facebook’s algorithms, or see exactly how people click through digital ads. What we can see are the results: the evidence if you will. When you are looking for proof that your digital marketing strategies are actually working, you need to look at your stats for social media, emails, website traffic, and paying customers. Are you collecting evidence or even looking for evidence in the first place?

You need to set up the right systems in order to collect data to see if your marketing strategies are working. Set up your website analytics to track your web traffic. Monitor your social media analytics and you email analytics. It takes time and work to check these, but by doing so on a regular basis, you can begin to inform future digital marketing efforts.

GET THE RIGHT TOOLS.

We are still building our arsenal of tools, and when we decided how we were going to seal off the interior of our house from these bats, we knew we needed a few more tools. This included a heavy-duty ladder to reach the top of our ceiling. We also had to purchase tinted caulk specifically for log homes. We also needed some rock-climbing gear for extra safety measures, but luckily we already had those! The tools allowed us to solve our problem, but we could not have done the project without the ladder, caulk, or even the rock climbing gear.

In the same way, you need tools to make your digital marketing work well. You need analytics tools to measure your platforms. You also need research tools to curate and inspire great content. You need tools to protect your websites from hackers and to keep them healthy. Sometimes the best tool you can have is an expert who truly understands content marketing so that you don’t waste time on worthless efforts. But perhaps the best tool you can have when you are doing digital marketing is your content plan. We are big believers in having a content strategy that directs all of your efforts from your web copy to your social posts and tweets, to your blog topics.

TRY SOMETHING.

We had two different exterminators come out to consult on our bat problem. One said they couldn’t help, but referred us to a bat expert. This expert came out and gave us a wealth of information we needed to understand bats a little bit more. We discussed a ton of possibilities of what might be happening and then created a plan for how we would handle them. The problem, as I alluded to earlier, was that bats are still very much unknown. This meant that our planned course of action did not necessarily guarantee that we would resolve the bat issue. We may need to try something and then try something else until we found a solution.

Digital marketing is a similar situation. With an ever-changing digital landscape, and organic behavior by fickle humans online, it can be hard to know if a marketing campaign will be fully successful. That’s where research, A/B testing, strategic filtering, and monitoring campaigns comes in handy. What you do at first may not be the ultimate successful solution. However, you can learn from that first attempt and make smarter marketing decisions moving forward.

Fortunately, (knock on wood) we have been bat free for a while now and our interior seal off seems to be working. Little by little, we are working to improve this house that we bought, and sometimes that includes “adventures” like this one. These experiences help build a stronger structure to our homes, and also to our digital marketing. Whether you are evicting bats from your home, or working to improve your digital marketing, you can make progress! We’re living proof of that!

Digital Marketing Demographics

Digital marketing has changed so much, often the best path forward it is best to step back and look at the broad landscape… the demographics of digital marketing if you will. To do this, I often look at summary reports from the best in the business. Below I lay out some of the biggest findings from a Razorfish report I love entitled “Digital Dopamine: 2015 Global Digital Marketing Report”.

According to Razorfish, “Ideas that were once dominant now face irrelevance, as new digital developments displace them. This transformation occurs rapidly, and marketers are constantly struggling to keep up. Therefore, in preparation for tomorrow, Razorfish took a deep dive into the qualitative and quantitative data of four international markets (the United States, the United Kingdom, China, Brazil) to examine the ways in which digital technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the effect of digital on our subconscious, this research set out to expose the key trends shaping marketing.”

What did Razorfish find in terms of how digital marketing was used in 2015? Here are a few of their key findings.

1. GENERATIONAL CHASM

Mobile dominates the Millennial shopping experience. A Millennial’s smartphone is their key to the world. As mobile payment technology grows, mobile is going to become an even more important part of the overall brand and retail experience. Millennials draw no practical distinction between online and offline.

Millennials’ constantly connected smartphones mean they no longer see a difference between “online” and “offline.” Technology has become an integral part of their lives, and it is how they interact with and experience brands, even when in traditionally “offline” environments. They don’t use media in silos. Rather, they use all of the tools at their fingertips at any given time, regardless of the device or platform.

Millennials are redefining privacy expectations. When compared to Gen X, Millennials are more likely to trust brands to protect their privacy-and less likely to think that mobile targeting is an invasion of privacy.

Plan for the Gen X / Gen Y digital divide. Millennials lead the pack when it comes to the adoption of technology, outpacing their Gen X counterparts in nearly every digital activity on a daily basis. Gen X-led organizations need to ensure that their brand experiences align with Millennials’ tech-led lives and that digital isn’t simply an afterthought in the brand planning process. Target carefully and with purpose.

2. THE DIGITAL EXPERIENCE ECONOMY:

Consumers are actively avoiding advertising. Consumers in all four markets (United States, United Kingdom, Brazil, China) report doing anything they can to avoid seeing advertising, and many are utilizing tools like DVRs to help them succeed.

Advertising is most effective when it is part of a value exchange. Consumers are now aware of how much their attention is worth to marketers, and they expect to be rewarded for it. They look to be compensated with loyalty programs, free content or useful tools that solve problems.

Brazil still has a cultural affinity to traditional advertising. Interestingly, Brazil remains more receptive to advertising than any of the other markets. Fifty-seven percent of Brazilian consumers endorse TV, radio and print ads as the most influential source of advertising. Therefore, it is important to understand that adding value means different things to different cultures.

Make yourself useful. Brands need to offer their customers services beyond core products and add some real value to peoples’ lives, if they are not already. Consumers are more likely to stick with a brand if they feel it makes their lives easier.

3. SEAMLESS COMMERCE

Digital is the new storefront. A good e-commerce site is not just a nice-to-have; it has a major impact on your brand. The numbers speak for themselves: 84% of people in Brazil and 92% of people in China say that a bad brand website negatively impacts their opinion of the brand. Seventy-three percent and 79% of people in the U.S. and U.K., respectively, agree.

Current e-commerce experiences fall short of expectations. Even with the massive accomplishments made in the evolution of commerce, consumers are still not impressed. Current e-commerce experiences, return policies and shipping options are falling flat in cultivating satisfied customers.

Consumer journeys are peppered with dead ends. Although consumers no longer view a distinction between online and offline brand channels, brands are not yet structured to support this outlook. This creates a tension between what consumers want and what brands are providing, forcing consumers to jury-rig solutions.

Empower your customer. Inflexible returns policies, in particular, are a major point of friction in both the online and offline retail experiences. A good return policy is an easy way to differentiate your brand from the competition, build loyalty and earn trust.

4. DIGITAL CONDITIONING

Consumers admit to technology dependence. Over three-quarters of consumers in all four of the markets surveyed admitted to often feeling dependent on technology. Many elements are cited for the development of this dependence, including utility, connectivity and the positive emotions they associate with it.

We’ve been exposed to digital classical conditioning. As proven by Pavlov, repeatedly pairing two cues can elicit a classically conditioned response. This is equally true for many consumers who use smartphones-the light or sound emitted from the device triggers a response of immediate attention.

Instant gratification is not always preferred. Remarkably, consumers in all four markets reported more excitement when receiving a purchase in the mail than when buying in the store. This illuminates an interesting aspect of shopping that is specific to e-commerce- the power of pleasurable anticipation and delayed gratification.

Use “surprises and delights” to your advantage. Without turning brand communications into a carnival of push notifications and flashing buttons, you can still create pleasurable moments of anticipation around routine events for a brand. Smart marketers will play around with game mechanics in the shopping and purchasing process, while ensuring it doesn’t get in the way of simplicity and service.

5. EMERGING MARKETS IN THE FAST LANE

Consumers in Brazil and China are tech-hungry early adopters. This data shows that Internet users in these markets rely on technology for every part of their lives and continually look for more ways to integrate it.

Consumers in countries with lower Internet penetration may be the most demanding online. There are unexpectedly high expectations for digital services and websites in countries with lower Internet penetration. In particular, there is a very strong desire in Brazil and China for e-commerce to improve.

Tech savvy spans all generations. While there is an important digital divide between Millennials and Gen Xers in the United States and United Kingdom, these demographic differences aren’t so pronounced in Brazil and China.

Consider Brazil and China as early adopters. Emerging markets like these are exciting places to test new technology. These consumers are not afraid of technology and are actively looking for new ways to use it in their daily lives.

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