Monthly Archives: October 2015

Benefits Of Advertising Via Digital Marketing Services

For a newly launched brand its difficult to create its strong presence in the online market. Every other merchant aims to popularize his brand in the international market. Thankfully, Google the global search engine allows advertisers to promote products and services on the internet for the sake of online consumers. In the commencing 21st century, Digital Marketing services are the primitive tool in branding a wide gamut of merchandise. Discussed below are the 5 benefits of advertising via digital marketing services.

Strong online presence: Search engines are flooded with millions of results about a particular keyword being searched by the users. By considering the competitive business age, the digital marketing services are the best solution for creating a strong online presence. Better visibility of the product, better are the results.

Ranking on search engine: Rank 1 in search engine means there are more possibilities that consumers will click and visit the company homepage. What the user finds easily, they choose it for purchasing or fulfilling the desired needs and requirements. A well structured digital marketing plan, including SEO, SMO, PPC and affiliate marketing leads to rank first on the Google. Furthermore, skilled digi experts bid high ranking keywords, to promote the company on the internet via white collar online advertising activities.

PPC campaign: Following the basics of advertising, Digital marketing innovative tool is the pay per click campaign. The advertiser promotes the banners online on the search engine, where consumers click the advt and marketer receives leads for conversion. Best fact about the PPC campaign is the pay per click methodology, where the marketer pays the advertiser only for the genuine clicks.

Strategic SEO plan: Search Engine Optimization (SEO) is the one of the advanced strategy of the digital marketing campaign. The Google certified professionals promote the keywords related to the business, so the website links are crawled by the Google crawlers and displayed in the results displayed by the search engine. To ensure the SEO plan tends to be effective, the SEO experts execute the plan as per Google Panda and Google Penguin updates.s

Increased ROI: Rate of Investment or ROI forms the major part for increase in profit percentage of every organization. The ROI evolves with the impressions, clicks, leads and rate of sales conversions. In order to meet the desired profitable share, a reputed digital marketing agency should be hired by every large and small industry. The PPC campaign is considered as the most effective strategy to increase ROI in a short time span.

How To Do Advertising And Marketing of A Product

Advertising and marketing form important chains in the process of distribution of the products produced. They are important functions that help the customers possess the product they require. Advertising and marketing are inter-related but marketing is a broader aspect and advertising just forms a part of it. It is very interesting to learn how to do advertising and how to do marketing of a product.

Marketing is a broader term than advertising. It involves everything from the systematic planning and implementation of all functions from identifying the customer’s needs, advertising for the product produced, and ultimately placing the product in the hands of the customer where the customer and seller are mutually benefited by it. How to do marketing of a product is a highly specialized operation. Advertising is just about bringing the product to the notice of the customer and also educating him of its need and how it is advantageous than other products in the market.

How to do advertising is a very specialized function and involves telling the good of the product in a persuasive way. This can be done by various ways especially by putting advertisements in newspapers and magazines, putting up hoarders in important public places and also by announcements and displays in television and radio. Advertising can be word of mouth also. It involves getting all the knowledge about the product or service to the notice of the customer. How to do advertising involves developing plans of how frequently the advertisement is to be put, how the display is to be made to elicit curiosity and then create an interest in the customer to buy the product. Since this is got much to do with the putting of the product in the customer’s hand it involves a lot of expenses too. You may wonder why but the process of how to do advertising involves besides the regular methods involves distributing notices, sending direct and e-mail messages, sending sms messages and also writing articles and blogs on the internet.

Now what does the marketing of a product involve? Marketing of a product involves not only advertising but also many more functions. First of all marketing the product involves marketing research. This is a very important function and involves studying the market to see what products sell, the type of customers buying that product and also what should be the optimum price of the product. Besides it involves media planning, the media to be used to bring the knowledge of the product or service to the knowledge of the customer. Then it involves public relations another important aspect, besides customer support operations, and pricing policy. Not only has this marketing of a product also involved sales strategies and distribution function too.

How to do advertising and marketing of a product are two very important operations and the profits of a company depend to a large extent on how effectively these 2 functions are carried out. So a lot of thoughts and efforts go into the adverting and marketing of a product.

Developing A Positioning Marketing Strategy Process

Developing a Position Marketing Strategy is determining exactly what Positioning is and why it is important. According to Wikipedia, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target markets for its product, brand, or organization. It is the relative competitive comparison that a company occupies in a given market as perceived by the target market.

Position is the customers overall perception of your business including its products and services. Position is what is in the mindset of your customer. If your positioning takes full advantage of your customers perceptions and you communicate this positioning effectively, it will set you apart from your competition and establish a solid first link in the purchase decision chain, also known as the awareness link. The awareness link shapes your relationship, and often the real purchase is made by the unconscious mind on the basis of awareness  long before the actual sales transition is completed. Having good positioning makes for favorable awareness and sets you up for success right from the start.

Position can be very tricky in that its under your control  yet it is not. To the extent that your customer may already have perceptions about your business, industry, products and services, those perceptions already are your positioning. You need to identify these perceptions because you can change your positioning. As a result changing customer perceptions  with effective communications through your companys sensory package  can influence the behavior that is consistent with the image you are trying to project to your customers.

Your positioning has to be genuine. It MUST be consistent with the reality of your business and it has to be consistent with the perceptions of your target markets or it will not be credible or believed. Positioning, based on false claims or a misunderstanding of your target markets, is a liability to your company. It can turn away prospective customers and weaken relationships with existing customers.

Differentiation is more than just simply being different from your competitor. You need to be preferentially differentiated and this is why it is important to be positioning your company in your target markets. I read many articles and blogs that constantly say being able to identify how your product or service is different is one of the factors that will make or break your business. You may ask why? It is because being different AND being able to successfully communicate that difference will secure a welcome niche in the marketplace for your business. To create a differentiation that will not be imitated, you have to think beyond your core benefits of your business. The companies that have succeeded in maintaining their differentiation over the years and werent intimated are those that innovated in qualities beyond the core benefits of their market. Be the innovator of qualities and think ahead and look outside the forest.

There is a systematic process for developing an effective positioning for your overall business. It is a step-by-step process, but it is not automatic and does not happen overnight. It requires careful thinking and insight from you from the inside of your business to position for the outside perception of your business. It requires that you know your target markets (see last weeks blog Your Target Market and the Need to Focus. It takes time, but with proper understanding of your target markets, you will have a foundation in place for building a positioning strategy that will draw your target customers to you. EXHIB-IT! has been working on our position strategy for the last few years after our competitor moved within .2 miles from our showroom where we had been located for a number of years. We took for granted that our competitor was across town and knew we differentiated our businesses and it did not hurt that we were on opposite sides of town. However, when our competitor moved this close to our location where we had been for 7 years at the time, misperception in the community occurred. Our company names are similar (as are about 500 exhibit names in the USA). We focused on position strategy, which has allowed us to grow 122% over a 2.5 year period. It was not an easy process in the beginning, but once we identified our target markets, along with our secondary flanker markets, it made it easy for us to have a position strategy.

To be effective and create a position strategy, the first step is to determine the general classification of your products and services. They can be classified into one of three ways  (1) a true product, (2) a commodity or (3) a brand. Think about what you sell and which category it falls into and how that affects that way you are positioned in the minds of your prospect or customer.
Many companies confuse a solid marketing strategy with pure tactics, also known as a brand juice. Visual identity with clever tag lines and a creative “essence” advertising package through your sensory package are all key ingredients in brand juice creation, but they are only supporting elements. To be effective, such supporting elements must be part of a more comprehensive plan.
After determining your relative standing in the market and how the market sees you compared to your competitors, this will affect how you develop your marketing communications as you decide to either reinforce your current relative standing or try to change it, work on these five steps below.

1.Determine what the dominant gratification mode and purchase preference of your target market segments are. To do this, you look at the psychographic characteristics of your customer – which are the perception and behavior modes. You look at the interpersonal, objective and introverted modes and what the purchase preferences were regarding experimental, performance and value of your products and services and apply these to the way you create your positioning statement.

2.Develop other key psychographic characteristics of your target market. Study your existing customers (as this is your most cost effective approach to studying the characteristics) and look for clues to customer perceptions that will help shape your positioning strategy.

3.Redefine your product or services. Begin setting yourself apart and create a unique place in your customers minds to define your product or service in terms of its features and emotional factors that are important to your prospective customers. Then write your positioning strategy which should be a brief paragraph for each target market segment that provides an overview of your positioning by gathering all of the key positioning elements and pulling them all together.

4.Develop your unique selling proposition also known as an USP. This is your slogan, your tagline, and is an expression that will become closely linked with your business. It should be something catchy and easy to remember and should also contain a basic message about your company that elicits in your prospective customers the emotional gratification that they can expect from your business through its products and services.

5.Develop your positioning statement to be more explicit and an expanded version of your USP that explains and gives the rational justification for it by identifying what your business does, the result customers can expect from doing business with you, and how you are going to achieve that result.

Again, be sure to review this information and update it periodically to keep the information current. Your Position Strategy should be evaluated constantly by using metrics and updated periodically to keep you current with your prospects and customers needs.

Marketing Strategies The Product Mix

Before we can dig deep into this articles subject which is product marketing lets first define marketing:

-First of all marketing is one of the many branches of management; marketing consists of studying the market :
One has to determine which product, services he can offer to the market by studying the demand the behaviour of people, of society the marketer has to analyse the market very methodically, he has to keep in mind that he has competition, indeed nowadays monopoly is becoming rare on a giver market, I admit that some companies have more power than other on certain markets (For example Microsoft when it comes to Operating Softwares
Microsoft is the leader on the market. Even if It has competitors like Apple.

– The marketer should also enquire about laws; regulation to make sure his product isnt illegal in any way.

-The marketer needs to specifically target a market segment:
For example if a company is selling toys the consumers will be children so the market segment that will be targeted will be children but the actual buyer wont probably be the child himself so the marketer has to keep in mind that he should not make a product that wouldnt be appreciated by parents as well as children.

Now that the notion of marketing is defined (although I gave a very general definition and explained the concept) lets go deeper into the subject of Product marketing.
Product marketing is part of marketing mix which consists of 4 politics also called 4 P rules:
-Product
-Promotion
-Price
-Place

What is a Product?

A product could be anything from a car, a table, a rug
What is common between all these items?
The answer is that they answer a need; every product is made to answer the need of a particular market segment
There are different categories of products:
-Consumer goods
-Capital goods

Product marketing is the activity that
-adapts the product according too the need of the market
-Differentiates the product from the products of their competitors for example when a company decides to launch a new portable video game console they have to make sure that their product is bringing something new compared to the products of their competitors or if their product is very similar to the ones of their competitors they have to offer it at a lesser cost. The targeted market would be young adults.

Product marketing is a direct result of the marketing strategy concerning the offer of a product.

Another aspect of product marketing is distribution:
Now that we know what product we will offer, and to whom we need to find a way to make the product reach the consumers In other words: Distribution
To distribute the product a company has several choices:
-The company can distribute its product itself this distribution mode helps preserving the image of the company, (the product will be available at some places, it will be in a sense rare. (Available at places selected, owned by the company).
-The company can distribute a product threw a retailer, in this distribution mode the product will gain reach (it will be available at many places), the retailer will then sell it to resellers who deal directly with the consumer.

Once the distribution mode is set a price has to be fixed for the product, and the price is once again fixed by the market ,indeed if a company is selling a product at 200 its competitors cant possibly sell a similar product at 500.
The marketer has to study the market price for a given product and adapt it according to the features of his own product.
-And last but not least the promotion for a product how should people get to know that there is a new product or a new range of products on the market. The marketer can use several platforms:
(TV, radio, newspapers) one important aspect I can emphasize is:
For example if a company is making toys and chose to advertise their product on tv they have to make sure that their ad will be seen by kids and place it accordingly (for example between two children entertainment programs).

-The dimensions of the product are also an important matter :
A product has 3 dimensions
– Material: represents the purpose of the product its characteristics, what it can accomplish
-functional: represents the utility of the product from a consumers point of view, the way the consumer will use the product.
-psychological: is in a way how the market perceives the product the image of the product on the market.

Product mix is not only applicable on products but also on services for example in the hotel industry all the hotels have the same purpose: lodge their clients , but some are rated as five stars other are rated less , its because of the services they provide to their clients
(Leisure, conciergerie, spa, massage)
Hotels also have to target their market segments; a five star hotel wont of course target the same clients as a 2 star hotel

An article by Mon Hotel