The function of any business is to service its active set of clients and that is where the area of expertise will lie. In this technology enabled world most companies know that they need to have a website – even though there are many companies out there in the world who still do not even have a website for their business !! Company owners also know that the internet has a big part to play in making sure people actually know about the products and services that they have to offer.

This leads us on to how marketing and the ongoing development of business strategies have changed over time. This leaves business owners with a decision to make, spend the time learning about all of the complexities of pushing the marketing message of their company out to the internet or, bring in outside consultants [such as Stephen C Campbell Consulting] to look at their top level business strategies first, and from thereon look to be able to develop an internet strategy that will incorporate the [more traditional non internet] existing business strategies with what must be done online.

As it stands at the time of writing we are seeing a shift from the dominance of online Search Engine Optimization to that of the ‘votes that any company receives in terms of online reputation and reviews based on the comments and feedback given to the company online by its previous and existing clientele.

We are also seeing a major shift towards mobile, that is to say – the number of people accessing the internet from mobile devices will overtake that of the desktop very soon. So how does the business owner cope with just these two [major] shifts ?? With all that there is to learn in the world of Mobile Apps development and Mobile Optimized Website design, the standard business would have to diver their attention from their core competencies.

At times a company can afford to hire an expert which works at times but very often leaves the company at a disadvantage as this person becomes locked into industry specific activities and modes of operation.

As we run in house strategic level business training in the fields of :-

  • Business To Business Branding
  • Channel Marketing
  • Internet Strategy Development [how to incorporate with existing strategies]

… we have seen our service business grow as more and more companies need the internet marketing based benefits such as

  • Search Engine Optimization
  • Reputation Management and Marketing
  • Mobile Websites Design
  • Text Message Marketing
  • Mobile Apps for Business

… to propel their operations forward. We see the growth in the future of acting as the marketing arm of businesses as we have the inhouse expertise of the core services as well as the know how of blending the online activities with what needs to be done on the internet.

It is what we consider to be exciting times when it comes to our own company’s marketing strategy development as well as what we see when working to build the businesses of the organizations that we partner with.

Looking to make more use of the internet in your business ? do you have a website that was implemented by a designer and you have not yet seen any real changes in your business in terms of …

  • Lead Generation
  • Online Reputation Management
  • Customer Satisfaction Rating

…. then feel free to get in touch with us so we can have a conversation to see how/where we can work with you to help your business grow.

To your marketing strategy development success.

Stephen C Campbell

“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.

I have found that there is so much confusion around when it comes to developing and executing an effective internet marketing strategy. I use the word strategy deliberately as in discussion with various business leaders in London who have interfaced with many of those offering social media [with no experience working in marketing & developing marketing strategies] & internet marketing services; there seems to be a notion floating around that putting up a few facebook pages, twitter account and linkedin pages constitutes an internet strategy.

Having worked with and consulted for organizations such as Swatch Group China, Black & Decker, Iveco Trucks & Genworth Financial our business discussions centre defining markets, segmentation, branding, products, services and utimately revenue generation. Where the internet comes into play is how being used as a channel to market – that is either to :-

  • be used for communicating the message of the company
  • be used for delivering the product / service to the end user client

… of course, depending on the product or service offering the internet may be used for both of the above. If you are selling lathes or ball bearings then the internet will fit into your strategy for the purpose of promotion and communication of your message.

The internet is a very ‘big place’ and potential clients can be found

  • in forums
  • in vertical directories
  • via white papers
  • via podcasting
  • through organic search
  • via paid search
  • through video content
  • social media

… and the list could go on and on !! The question to be answered is – where do we find your potential clients on the internet – and how do we best service them in terms of delivering quality, relevant content [as opposed to spamming people after you’ve gotten them to “like” your Facebook page !!]. I say this tongue in cheek but, the point still remains that many organizations are doing themselves a misservice by relegating the internet marketing activities [in some cases] to those who have the most technical understanding.

To further drive the point home – the industrial purchaser looking for specifications on sopecific building materials, lubricating liquids, ball bearings, metals or such product – where do they have to go to find out about your products ??  If you are expecting them to visit your website then maybe you need to revisit your internet strategy as the internet is a bit bigger than your website !! Revisit the list above and determine whether or not they will find you in these internet locations.

I say – bring internet marketing into the boardroom, executive level managers – this is not just about social media. When you are looking to hire someone to assist with your internet strategies, have a business level strategy discussion that does not include the internet. As about

  • market segmentation
  • business to business marketing
  • branding fundamentals
  • new product introduction
  • price elasticity
  • channel marketing

… and if your [potential] consultant can engage with you at this level, and she has a firm grasp of the internet, she will most likely be able to assist you in using the internet in your business.

If you would like to discuss internet marketing consulting in your organization – feel free to get in touch.

To your internet marketing strategy success.

-Stephen C Campbell

One of the programs that I run in companies and in public seminars is that of Business To Business Branding [Marketing & OEM Development]. Why is this topic so much in demand ? Because in the interconnected world and economy that we live in, more and more business are dependant on selling their Products and Services to other businesses. That is to say, the bulk of the marketing activities are focusses on individual customers within other companies as opposed to final end user individual consumers.

The point to be highlighted is that there are specific differences and complexities when it comes to the branding and marketing process as related to selling to other companies. Most marketing material and branding specifics are based on targetting end user consumers.

Let’s briefly explore this further in terms of the sale of television sets.

Business To Consumer : The electrical outlet store is focussed on selling A TV to the couple, student or individual – they may focus on how they television will look in their home, how easy it is to use and how they can maybe spread the cost over a period of time.

Business To Business : Or OEM [Original Equipment Manufacturer] situations where a TV manufacturer is selling its TV sets to other businesses, they may rebrand and sell to the end user or sell as is to the end user on a distribution basis. The focus of the branding and marketing efforts are on the needs of the BUSINESS that is performing the rebranding or that will be distributing the televisions regionally, nationally or globally. The sale quantities will be in the 1000s or 10000s, focus will be on supply chain, on time delivery and of the quality of the Tvs. The decision whether or not to purchase will depend on group decisions within the purchasing company – as opposed to the individual who purchased the television for their living room.

These basis distinctions above is fed into the Brand Equity equation and we work through this throughout the training based around Business To Business Marketing And Branding.

Hope you found this useful, feel free to get in touch if you have any comments or if you would like to take on some Business to Business Consulting or Training within your organisation.

To your business to business marketing and branding success,

-Stephen C Campbell

PS : For a summary of the Business to Business Marketing & Branding seminar and            consulting process that I employ visit Business Branding & Marketing Consulting Process.

The visual and audio summary of the Business To Business Marketing and Branding seminar and consulting process that I follow may be viewed/listened to in the video below for those who prefer to take in information from an audio and visual perspective :-

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For a quick rundown of the sections that we will go through should you employ me to conduct consulting/training in your organization is as follows :-

  • Introduction
  • Differences Between B2C & B2B Branding
  • Branding Dimensions
  • Branding Process
  • Branding Pitfalls
  • Case Studies

Reasoning behind the structure is to first give a grounding in the fundamentals of the topic, to look at some of the terminology and establish the overall framework and methodology for marketing and establish branding excellence to other organizations as opposed to the more common marketing and branding targeted to individual consumers.

It is important to make clear distinctions between the branding and marketing process in terms of the goal of selling products and services to other organizations. Whether your business to business marketing efforts are for the purpose of the partner company reselling your products as a component of their finished product [as part of an OEM business partnership] or; for the purpose of the partner organisation reselling or distributing your product – there are key fundamentals that need to be brought to mind and paid attention to if one organisation is going to be successful selling to another as the success of the selling company and the one selling to the end user are tied.

The Equity of the Brand is explored in the “Branding Dimensions” section and gives the marketer the fundamental business parameters on which to focus on in order to raise the equity of the brand in order to make the selling, marketing of the organization’s products and/or services run more smoothly.

The “Branding Process” section deals with some of the organizational complexities that need to be address if successful B2B Branding and Marketing ongoing campaigns are to be executed within the company. Ownership and management involvement is a key component that is addressed as this is one of the reasons why companies fail to make as much out of the B2B Products & Services as they otherwise could be if they do not adopt some of the structure and process management highlighted within this consulting process.

Finally we look at why some organizations fail in their B2B marketing and branding efforts by examining real life cases in order to extract the key learnings so we make sure that we do not make the same mistakes.

Do get in touch if you would like to discuss receiving some B2B branding and/or marketing consulting and training within your company.

Success,

-Stephen C Campbell

 

 

Business to business marketing and branding is at the heart of society considering that the majority of goods and services that we purchase are in fact a subset of what goes on in the b2b branding and marketing realms. This aspect of business development is being given a lot of attention and for good reason when we consider that in some cases the sales process can take years but – securing a business to business supplier contract could means many tens of thousands of dollars of revenues.

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In my training and consulting I have developed a framework from which to move on to craft a business strategy in marketing and branding products and services to another business. Much of this comes from my experience when managing in the OEM [original equipment manufacturer] business unit for Hewlett Packard [in Europe, Japan, the U.S. and S.E. Asia].

Some things to consider :-

  • purching frequency
  • purchasing quantity
  • brand equity
  • brand positioning
  • brand relevance

… and many other terms which need to be understand and worked on in order to develop excellence as a business to business supplier.

When we consider that the strength of the business that we are selling to is directly proportional to the strength of the brand of the weakest component – we want to ensure that our brand is not the cause of say –

  • the production line stopping
  • end user customers having to make returns

The above is when we consider product quality but what about sales and marketing ?

Of course we will take steps to market our products to our business partner but whose responsibility is it to create pull in the market place ? Could we take steps to co market our business partners product ? Considering that the more that they sell the more revenue we will generate – depending on our product and/or service, maybe we could move from simply selling product to a business partner and leaving them to perform all of the marketing promotion.

Maybe we could move to education the market place, training our business to business partner and many other specific activities depending on the development of the strategy.

Strategy development can take many months but in the first instance I would typically run a day’s seminar on the topic [anywhere in the world – based on demand]. Hopefully, I have touched on a few points which can serve as food for thought so you can take and use in your business.

Should you wish to make contact to explore working together – do not hesitate to get in touch.

To your business success,

Stephen C Campbell

OEM marketing and business development is where I spend a few years managing clients within Europe, the United States and the Far East. It is an exciting part of business to be involved in as so many people are unware of the fact that when they are driving a car or using a computer – that many of the components in the product are not manufactured and developed by the company that has its name stamped on it.

This is where OEM – Original Equipment Manufacturer – business development comes into play where the 10s of millions of $s of revenue are generated where companies supply various parts and components to other companies. This could be :-

  • microprocessors
  • steering wheels
  • car tyres
  • mirrors
  • windows
  • ball bearings
  • machine parts

… and many other components parts that are necessary to manufacturing lines operating.

This is a critical question that is being answered on a daily basis by the most successful corporations around the world. This extremely important topic is one that is relevant for every business …

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… no matter what industry or size of organisation. In other words the question to be answered is :-

what is you Promotional Channel Marketing Strategy ?

… of course, we know that Channel Marketing can readily be split into two main categories, that of delivering your product and/or service to the market place and; the specific channel used to promote your company’s products / services.

In some cases you can use the same channel for both consumption and delivery but in many cases there will need to be a careful blend of pushing the message of the organisation through specific channels and, using various channels more that others and therefore driving customers to take specific actions in order to get them into the marketing funnel.

One of the best things you can do today is to stop and take a blank piece of paper and consider the blend of channels that you are actively using the promote your products and services to the world at large.

The blend is critically important as the blend that you use will be based on the results of your market segmentation activities in line with who you are selling to and where they congregate in terms of what the best medium is to use to deliver your message to them.

This is but one small part of a component of developing a business strategy.

Thoughts, comments ? want to work together [nationally or internationally] ? feel free to get in touch.

-Stephen C Campbell

Marketing training programs are essential to businesses given that marketing is the heart and soul of any organisation.

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In addition to this, taking into consideration that we are living in tough economic times where there is a constant battle going on for the products and services of the organisation in question to get noticed by the end user customer.

With budgets being cut in all areas of businesses, executives realise that the amount of attention and focus that is put on marketing training programs has a direct bearing on product sales and revenue generation. Whilst executing the marketing training programs that I provide and working with company leaders and personnel directly we can see various trends within most organisations.

One trend is the danger of continuing to do what has always been done, this is where credit has to be given to managers who continue to make monies available for staff at all levels within the organisation to attend marketing seminars and workshops. Of course, it is important to make sure that the appropriate marketing training provider is chosen to be able to provide relevant perspective and challenging questions and comments to the attendees.

Indeed, it is the diversity of thought and perspective gained from paying attention not only to the industry in which we work but by also looking at works in other industries and applying specific principles to our organisation. This is where a skilled marketing trainer with a varied background, education and experience can be worth their weight in gold to any organisation and contribute to generating extra revenues and acquiring new customers and holding onto existing ones.

If your organisation is stalling or suffering from doing the same things over and over again, could it be that paying attention to existing marketing strategies and well as …

  • Developing Marketing Channels
  • Ideal Client Profiles
  • Understanding the Contribution Margins with Distributors
  • Developing New Marketing Categories …

… help towards the overall development of the business ?

Always interested in knowing what you think – make a comment or hit the contact tab above.

-Stephen C Campbell

 

 

digital channel marketing

The large amount of interaction that can be had through the use of online methods is a key advantage to this type of marketing. With internet channel marketing, you can take advantage of the opportunity to more closely manage the whole experience of the user and refine this as it becomes necessary.

This is possible from the moment they visit the website, through the buying process and then all subsequent parts of the life cycle that a customer will go through. Your digital channel marketing strategy should make sure to integrate all these processes.

Doing this will make the provision of a coherent message during the whole experience that a customer has with your company easier to do and more effective. There is usually more of a strategic decision involved when it comes to coming up with a digital channel marketing plan over creating a traditional plan.

The reason for this is the fact that there is continuous activity involved in the strategies that are used for a digital marketing plan. The strategies, such as …

  • search engine optimization
  • customer relationship management
  • affiliate marketing

… tend to be more long term strategies meant to help bring more traffic and revenue, as well as provide greater customer retention.

This is why it is so important to do the research to find the supporting information you need to back up your formal strategy. The more diligent you are the less the risk that you will end up wasting time, money and resources. In order to set up your internet channel marketing strategy you need to figure out appropriate key performance indicators and objectives.

What you want to be able to achieve will be your objectives, possibly including such things as improved customer retention, a larger market share, or more brand awareness. The way that you will determine whether or not you have met those objectives is through the use of your key performance indicators.

Before setting an objective you have to

think about how much of an investment

would be required to meet that objective.

You want your strategy to be realistic, so you need to consider how much of a budget you would need to implement it; and achieve the objectives you are considering. It will help to make it easier to use objectives and priorities to divide up the financial resources available in the budget.

You then need to determine just what you will need to do in order to actually reach the objectives and goals that you have set. In order to do so you will need to properly select your target audience, and understand both your market position and the product that you are offering. These are the components of designing and implementing a digital multi channel marketing plan.

You need to understand where your target audience goes, when they go there, and what they do there so that you can determine which internet channel marketing methods would be the best for you to use.