With the needs, wants and desires of the customer continuing to change and evolve there is a corresponding impact on the company looking to get its message through to intended market segments. Those of you have watched some of my videos in the past or read my writings will be well aware that I form marketing campaigns and programmes around three main pillars i.e.

  • Categories
  • Channels
  • Market Segments

… of course within each pillar there are many variations to be considered but for the purposes of this article let’s focus in on the ever increasing important role that Digital Marketing has to play in promoting, branding and advertising the company.

With that said; it is important to note that I consider Digital Marketing as what it actually is and that is “another [ok it is a critically important one] channel to market [means of connecting with the customer] such as …

  • Direct Mail
  • Flyers
  • Billboards
  • Telephone
  • Phone
  • Radio

… and others in order to gain market intelligence and to educate and nurture the customer taking them through the marketing funnel each step taking the closer to become a paying client.

So back to the customer and the challenges that the company has when it is looking to continually develop and execute marketing campaigns.

First we have the larger companies that [may] have fully staffed marketing departments with marketing professionals that are able to keep up with the ever changing digital marketing landscape as well as looking at how the customer reacts to content, information, marketing and advertising so that however they end up viewing the brand of the company along with the associated products and services culminates in them favouring them over the competitors.

On the other hand we have organisations that maybe do not have a defined marketing department or, whose marketing is being taken care of as a side job or in addition to someone’s task; it may also be that the marketing’s task has been given to someone who may not be defined as a full blown marketing professional [not that someone who is not a marketing professional cannot perform the marketing task] – but the point being made is that at times we are need of falling back on disciplined marketing fundamentals in order to deal with the constant change within the [digital] marketing landscape.

When it comes to Digital Marketing we conveniently divide the activities into Search Engine Marketing and Social Media Marketing. Within the two we have to deal with trends, content creation, video marketing, email marketing, podcasting, image / graphics marketing, blogging and more activities that have to be executed on a daily basis in order to keep up. In addition to this if a company [without a dedicated digital marketing professional] comes up against a company with a fully functioning marketing department it may be fighting  losing battle.

 

Even if your business has an established customer base, the only way to continue to grow your business is by keeping your customers interested and happy as well as generating new leads into the business, one of the way of doing this is to make use a social media and digital marketing system that connects with clients for your business. These happy customers, in turn, produce more customers by way of positive reviews and word of mouth recommendations – not to mention feeding your bottom line with their repeat business. If you want to build and maintain customer relationships, try these 4 valuable customer retention strategies.

Blogs : Consumers love to keep up with the news. No matter what type of business you run, keeping an updated blog that focuses on your company and industry news will keep your customers interested in your product.

Blogs allow you to reach limitless readers, and they are automatically targeted by searches relevant to your industry or location. You can also use your blog to promote new products, sales, or upcoming events so your customers can stay involved in your business.

Sites like Blogger and WordPress offer beautiful blog templates that are simple to set up and easy to keep updated. Make it easy for your customers and potential customers to follow you online by linking your Facebook, Twitter, or other social media accounts to your blog.

Also, invite your readers to post their comments and make sure you respond to them in a timely manner so your customers feel their opinions are valued.

Loyalty Programs : The majority of any company’s income comes from repeat customers; that’s because it takes more advertising dollars to gain new customers than it does to keep your current ones.

So it only makes sense to focus on retention. Adding value to your existing customer’s experiences will keep them coming back and loyalty programs are an inexpensive way to accomplish this goal.

Discounts or free products will always appeal to customers who love your products and services. Therefore, keep implementing different types of rewards programs should go a long way in generating repeat sales from your existing customers.

Questionnaires & Surveys : Every customer has an opinion and, whether good or bad, they want to share that opinion. Offering questionnaires & surveys to your customers helps them feel involved in your company and lets them express their needs and wants.

When you design and offer surveys to your customers, be sure to show them their opinions are valued by taking steps to implement their suggestions where viable, or by offering to remedy any negative situation they may share with you.

Social Media Marketing

There is no denying social media has an effect on everyone with a computer or smart phone. When you invite your customers to interact with your business through social media accounts like Twitter, FourSquare, or Facebook, you keep your name close at hand while gaining valuable insight into your customer’s needs and wants. Assign one tech-savvy person to manage your media accounts and be sure to encourage your employees to interact with your customers while showing genuine concern for their opinions.

Remember, if you are not retaining your customers, you are losing them. By implementing these 4 valuable customer retention strategies, you will continue to build your business by taking a proactive role in influencing your customer’s desire to stay with you.

Any business must have paying customers in order to actually well, stay in business. We can readily classify client into various formats

those who:…

  • are doing business with us today
  • have already done business with us
  • need our products and services but have no relationship with us
  • are actually in our market funnel

Whatever the case all customers that fall into each category will need to be nurtured accordingly. Let’s take a look at each classification of customers in turn.

 

Current Customers

This category of client has somehow gone through the marketing funnel and one is providing services and / or products to them already. In terms of this lead the question is ‘how can we get them to come back and do more business with us’ ? in this case it makes sense to consider complimentary services or creating solutions that can be added to the initial purchases. In many cases developing a continuity based program is a great way to ensure consistent ongoing revenues..

No Relationship

These are referred to as cold leads and therefore the lead generation will be based on criteria pertaining to their search engine or social behaviour; bringing them cold will need good content, relevant content that will enable us to contact them again using retargeting this time looking to exchange their contact details.

Previous Customers

Unlike the current customers – this classification have experienced business with the company but some time has passed since they have experienced our services. With all of the contact information in hand a reactivation campaign can be made to be very targeted with an offer based on their previous purchase decision in order to bring them back as a customer. Direct Email Marketing may work well with this.

Previous Customers

Unlike the current customers – this classification have experienced business with the company but some time has passed since they have experienced our services. With all of the contact information in hand a reactivation campaign can be made to be very targeted with an offer based on their previous purchase decision in order to bring them back as a customer. Direct Email Marketing may work well with this.

BT Group’s takeover of mobile phone network EE has been provisionally cleared by the Competition and Markets Authority (CMA). The CMA said the £12.5bn deal, first announced in February, was “not expected to result in a substantial lessening of competition” in the UK”. BT shares were up 3% at midday in the wake of the CMA statement. The deal is set to create a communications giant covering fixed-line phones, broadband, mobile and TV. The takeover more than trebles BT’s retail customers adding the 10 million it already had to EE’s 24.5 million direct mobile subscribers.

This causes us to look at things from a digital marketing agency perspective in relation to the development of digital marketing channels and in particular the adoption of mobile marketing strategies as we see the widespread use of technology, mobile devices and smart phones. The business fundamental of Channel marketing looks at the avenues that any company will adopt to connect with target market customers, with EE’s customer base added to BT’s technology one can imagine how the mobile marketing channel will become more and more refined from that which we see today.

The continued adoption of the faster 4G network allows effortless usage of …..
Video marketing
Podcasting
Images
Social media marketing
SMS text message marketing

….. all of which for the most part are accessed via the mobile devices of the consumer at large, this in turn is presenting the opportunity for companies to develop and execute specific marketing strategies that have been targeted for the mobile devices.
Whether the business that you run or work for is looking to develop specific marketing strategies that are focused around mobile, for sure the more targeted the marketing strategy is the more success and effectiveness will result from the marketing campaigns whether they be for lead generation, brand building, immediate purchase leading to the growth of the company in terms of market awareness and revenue growth.

“It is great that they also notice that electric cars will be cheaper to run,” Pearson said to Go Ultra Low, which conducted a survey of 800 teens, who indicated a preference for electric cars. So interesting to see how things are shaping up for the future as we continue to push forwards the boundaries of technologies and its applications come to play in our every day lives. Of course, one of the main driving forces behind the current and future increases in the use of electric cars is that of the capacity of batteries, its ability to charge and to release its energies.

Technological advances have also been shown to affect our lives with the increase and reach of the usage of the internet, this has lead to the redefinition of what call channel marketing … we can now add a new marketing channel to the marketing mix which we term the digital marketing channel …

Channel marketing comes in two forms

  • A channel to communicate to target market segments
  • A channel to deliver products and services to those target market segments

The evolution of the internet has given to the social media & digital marketing agency that sits alongside the other ways [marketing channels] that companies had been using to reach clients. In considering the title of this post, it makes sense to consider what marketing will look like in 11 years time !!

Will there be a need for businesses to sign up for a digital marketing newsletter and will there be such a need for the expert business strategy consultant that companies bring in to help them to accelerate with their business growth ? For sure we assume that in the near future there will be an increased need for branding digital strategy development and execution as we see that the digital marketing channel has grown and will continue to be one of the major marketing channels that businesses all over the world make use of to use their products and services to make an impact with their chosen target market segments.

So as the demand for electric cars look set to increase we can also consider how the consumer will develop preferences for how companies communicate with them and how they consume that which they purchase from companies, how much of a part will digital media and social social media marketing have to play in that which companies do as dictated by the wants and needs of the consumer.

One thing is for sure, channel marketing will continue to evolve, and companies will continue to look for the most effective ways that they can use to most effectively increase their business through sales of products and services and the wide spreading message of the brand.

The third-quarter growth figure of 6.9 percent, as reported by China’s National Bureau of Statistics, was a decline from the first half of the fiscal year, and the country’s lowest since 2009.

This post is of particular interest to me and brings back memories of consulting and training in China with one of the world’s leading watch designers and manufacturers as they looked to take full advantage of digital marketing to reach their intended target market segments. During the time I spent in Shanghai we indeed discussed macro economic dependencies i.e. China’s GDP growth and how that relates to the amount of money consumers have to spend on good and services related to the client’s core offerings.

SCCSwatchGroup

In relation to our UK Digital Marketing Agency when consulting with clients we attempt to at all times to provide a consultative approach when developing digital marketing and social media campaigns for our clients. It is interesting to note though how many companies and business leaders actually do not take a tops down, market driven, supply & demand approach to …

  • Identifying Target Market Segments
  • Carefully Considering Appropriate Marketing Channels
  • The Category Marketing Positioning Of Their Products/Services

… as more and more of the marketing attention and focus is put into Digital Strategies and often a ‘shot gun’ approach undertaken, it has become more important to look at the viability of the market as dictated by the overall economic growth and this feeds down into what people are able to spend in the marketplace at large.

As China’s economy is seeming to stutter, we will have to wait to see how the knock on effect ripples over into the western economies and as a consequence end up having eight a positive or negative impact on our own business or on the company that we are employees for.

If you are looking for a consultative approach to assisting your company in its go to market digital marketing and social media strategy development get in touch to see how we can assist you in your endeavours.

Regards,

-Stephen C Campbell