Corporate internet marketing strategy in line with social media marketing strategies seem to be at the centre of most of the questions I get asked when business leaders are enquiring about my Internet Channel Marketing strategy consulting and seminar delivery that I am currently involved in more and more.

The point is that many executives have been told that they must get involved with Social Media Marketing, that they must immediately get training in this area or else they will get left behind.

This is where I start to explain about the concept of …

Internet Channel Marketing

… or, how to effectively incorporate the marketing tools that the internet give us into existing and new business strategies. Internet Channel Marketing is centred around the fact that the internet is but another channel to marketing. I say ‘yet another with the thought in mind that it is a very powerful channel.

We all know that marketing channels are there to enable us to :-

  • Effectively promote our products our services to current and potential end user clients
  • Effectively deliver our products and services to those who choose to purchase from us

… so coming back to Internet Channel Marketing : we like to highlight the fact that there are many tools within the complete internet marketing tools box to enable us to accomplish our channel marketing objectives.

Internet Channel Marketing gives us access to :-

  • Blogging
  • Podcasting
  • Social Media
  • Micro Blogging
  • Article Marketing
  • Forums
  • Directories
  • Joint Venture Marketing
  • Search Engine Marketing
  • Affiliate Marketing

…. and the list could go on and on. Effectively using the internet for marketing means that we will use the combination of the above that adequately suits our business in terms of the ..

  • Marketing category of our products and services
  • Market Segment of our target end user clients

… this may mean that we use mainly Blogging, Podcasting or Article Marketing or it may be the case that Social Media Marketing as a key part of our Channel Marketing Strategy.

That is the essence of Internet Channel Marketing where we instruct clients on the marketing tools available to them from the internet and how to effectively use these tools to effect the execution of their business strategies.

This is why I believe it is not the best advice to push companies and executives headlong into throwing money at Social Media when it may be that their target market may be better suites to blogging internet strategies.

As I work with more and more clients on a global basis and apply my consulting skills in different industries, feel free to get in touch if you think I could be of assistance to your in your business endeavours – no matter where you may be in the world, remember the world is flat !! we would be working together face to face in a matter of days.

Hope you found this useful, any questions or comments – feel free to let me know.

To your business success,

-Stephen C Campbell [Shanghai, China]

As we can all see, mobile marketing as well as mobile advertising is a terrific way for a variety of business types to get the word out. The beauty of this type of marketing is that it is instantaneous and targeted. Mobile marketing and advertising is in fact a coherent channel to market, and one that organisations need to take seriously as a major promotion channel.

The message of the business in question will undoubtedly be read immediately after it has been sent out by the business marketing departments, and as organisations use mobile marketing as a part of a clever marketing strategy, they are able to offer their customers enticing incentives for following through on the offers given by the company.

Considering how competitive most fields of business are,  as a business owner you must do everything you can to stay in touch with your customers and to offer them services and/or products that they will purchase from you.

Instead of having to rely on email marketing which can become costly and often returns very few results-you can send your message wirelessly and you are all but guaranteed that your targeted customers will indeed read the text messages immediately and will likely act on them as well.

I’ll be writing more about this current, innovative and exciting marketing method in future posts. Any comments, let me know.

-Stephen C Campbell


The topic of company expansion came up during my last radio program, during the discussion I went on to give an explanation of some of the

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options open to corporations looking to expand their businesses internationally.

Of course – the assumption is made that the company is making the moves to expand internationally for all of the right market driven reasons !

In terms of dealing with the path to deliver the product overseas, the company will typically make one of two choices :-

  • setup office in the target country
  • select a distribution partner to deliver the goods

Of course, in order to setup a direct organisation with sales force and all of the other necessary staff, the business would have to be able to justify this by the amount of revenue that it proposes to generate. On the other hand – by selecting a distributor the company will be able to enter into the market at a much lower cost.

On the surface – hiring a distributor and letting them get on with the job of selling seems quite straighforward – however, this is where we get into the sometimes complex, frustrating and challenging field of international distributor management.

Note that part of the battle will be in being able to gain distributor mindshare – this is because your products could well be one of literally hundreds that your new channel partner is selling. With that various products may well be providing your international channel partner with greater margins, more market share, more support and close relationships that what you currently have.

With so much of the cost of products being taken up by the delivery network and management, it is interesting to see how little time is spent dealing with this oh so necessary topic. Certainly when I studied my MBA and, specialised in International Trade and Finance there we minimal focus on this compared to topics such as the marketing mix for example.

Some of the greatets challenges facing companies today is in this area of international disributor channel management and; with very few managers being able to say how much cost of serving up the product through the channel …

  • gross margins ?
  • margin mix ?
  • contribution margin ?

… actually costs [and I mean documented quarter by quarter – and not anecdotal]; this will continue to be a management area that will by itself demand more focus and attention.

The financial section of my distribution channel management training is always one that provokes much discussion and with the international distributor being by definition removed from the supplier company – process management and data flow plays a significant part in the field of international partner channel management.

Questions, comments ? would love to hear from you.

-Stephen C Campbell

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