Developing strategic direction is not simply throwing a dart at the dartboard, aiming in the general direction, and hope you hit the bullseye. Knowing what you are aiming for is critical. You have to know what objectives you are aiming to accomplish. Ansoff’s Strategic Opportunity Matrix details four options. Each of these options has [...]
So often, when someone is asked, “what is marketing,” the response is “advertising.” Marketing is so much more than just advertising! Marketing is about the four P’s: Price, Placement (Distribution), Product, and Promotion. There is a fifth P often that has emerged and that is People (Consumer). It is in the P of Promotion [...]
Building a successful social media component into your marketing plan is very important. However, trying to get the most of that digital presence can be very challenging. So often small business managers recognize that they need social media, but struggle with balancing enough time or know actually “how” to successfully implement social media strategies. [...]
Research reveals the many consumers don't engage in company posts because the content is too focused on the company's needs and not enough on their needs, doesn't pertain to their needs, or they simply don't trust the content. These comments are representative of a large portion of online brand content consumers. Do you spend [...]
Owned Media | Paid Media | Earned Media Utilizing the Digital Media Platform The digital world of marketing is often divided into three divisions. These include owned media, paid media, and earned media. Each of these forms of media overlap and influence the digital marketing platform. Knowing how to utilize the triad is extremely [...]
Concept: Content marketing is the currency of brand development and engagement. Content marketing is focused on stimulating interest in your brand. It can inspire and educate. Content marketing is an approach that creates and distributes consistent, valuable, and pertinent content that attracts consumer engagement in your brand, which has for its objective-driving profitable customer [...]
Value is different than price-- Think about this: In economics, supply and demand is a very helpful economic tool to determining price. Yet, price is not determined by value; it is determined by the intersection of supply and demand. To be highly successful, one has to be able to create demand! Unique value can [...]
A marketing plan is a key to success. Planning means mapping a road before you, then you will know with which foot to step and where, otherwise you are wandering aimlessly. Knowing where you are going and how you plan to get there is critical to long-term sustainability and competitive success. One of the [...]
This may sound like an oddly worded question, “Who is your brand,” but “what” impacts your brand is largely “who” represents your brand. Each and every representative of your company in some way contributes to the formation and consumer impression of your brand. From the first person a customer meets when they come through [...]
Being creative requires more than being funny. Targeting consumer needs with the right advertising appeals is critical in marketing. In advertising, there are many choices to be made concerning the message that should be conveyed. How to convey that message needs to be strategic and well conceived. One of the most important first steps [...]
