This component of marketing on the internet has become a core component within the development and execution of digital marketing strategies and is seen in some aspects of business development to be dominating internet marketing in terms of the type of content marketing that is being composed and published in order to convey the message of the brand in question.

It has become so prevalent with digital marketing agencies & strategists alike looking to gain maximum engagement with target market customer segments by delivering core components of the marketing message via this medium that Cisco has been seen to state that vlog content will take over sixty-nine percent of all internet content in the near future. This is a prediction that we can actually see rapidly becoming a reality.

Developing A Video Blog

Delivering a marketing message using a video blog as the medium has become an excellent choice for providing rich sources of information, knowledge as well as being able to provide a level of entertainment to the customer.

If one wishes to gain an understanding of the popularity of vlogging it is just a simple matter of making a quick internet search and one will be amazed that so many marketing professionals and consumers of information prefer to source information through video content than any other medium.

So let’s assume that as a business owner or marketing professional one has decided to take the plunge use video content in their marketing. Experience shows that this could be deemed as a smart move. However, one should not be fooled into thinking that it will be ‘easier’ to get the marketing message out to the world at large than plain and simple blogging.

Market and Advertise Using Video

With 300 hours of video being uploaded onto YouTube every minute, and some percentage of that will be companies that are marketing products and services – the marketing professional or business owner will have to learn the ins and outs of video Seach Engine Marketing if they ever wish to stand out from the crowd.

Fortunately, we have the necessary skills, competencies and know hows to assist any organisation as this aspect of communicating with the customer is a key component of our digital marketing strategy development and execution processes and procedures.

If you are interested in learning more on how our organisation can provide the heavy lifting and expertise in providing this form of marketing as a service – then get in touch to begin the discussion.

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.

Google is expected to release an early version of the operating system for computers and cellphones next year and the final version in 2017, according to The Wall Street Journal. This makes interesting reading while we look at Google’s decision and that which lies behind it so, let’s take some time to consider and expand. There is of course method and marketing strategy behind all that Google does, the company continually accumulates data and the profile of end users that interacts with its products and services.

The Android operating system being developed for smart phones and mobile devices represents one of the growth areas in terms of hardware device purchases which directly relates to the widespread usage of the Android operating system. Android of course is utilised by many mobile phone manufacturers such as Samsung which gives it a truly wide market acceptance and penetration.
The move marks an effort at Google to reduce the number of independent platforms it has to maintain, sources said.

This forms two main functions as we see it, a) helping Google with its operations b) providing excellence for its target market sectors and users. Points that can be raised can be centred around what functions and processes exist within your business that can be streamlined for the purpose of making your business processes more efficient, this will enable the business to get more done with a given set of resources as well as producing more, operational savings are often seen leading to increased overall profits.

As for your target market sectors, Google can be seen to be making steps that will result in a more pleasing customer experience with the impending merger of the operating systems mentioned. Irrespective of what one thinks about Google itself or indeed the decision to merge the Chrome & Android operating systems.

DigitalMarketSegmentation

One of the areas of focus for many companies is that of reputation management marketing, this essentially focuses on what is being said about the company at large in the digital media sphere by the company itself, the media as well as the consumers of products and services sold into the marketplace by the marketing organisation. This ties directly into the widespread employment and usage of digital marketing and social media agencies that company’s use to execute services such as reputation management marketing on their behalf.

There are for sure lessons that we can learn for serving the customer better and for getting more out of the operations that exist within our businesses; we believe it makes good sense to learn from the likes of Google when it comes to business, operations and marketing excellence.

“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

mobile marketing trends

When asked, most advertisers have agreed that mobile marketing will become the most primary platform for brands to interact with younger

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consumers. The Internet Advertising Bureau (IAB) conducted a study and 55% of marketers who were asked said they marketing via cell phones will become the number one way to communicate with people who are between twelve and twenty-four years old. Furthermore, 73% of the marketers who took part in the study said that mobile marketing is bound to become the quickest growing marketing strategy over the next five year. They also agreed that most marketing agencies will have full time mobile specialists on staff within the next year. It is thought that mobile advertising will become less of a choice for future marketers and more a necessity if they wish to reach today’s modern, young consumers.

Mobile marketing that involves sending out promotional vouchers has been proven to be  much more effective than the more conventional coupon strategies-six times more effective to be exact. A survey that was carried out in the UK says that mobile coupons have thus far been used by more than three million consumers. Since most people have their mobile devices with them at all times, it only makes sense to offer coupons in a text message. Consumers need to only show the text message at a cash register or provide a promotional code when paying for a service or product.

The first companies to successfully use mobile marketing were mobile providers who targeted the younger generation by advertising ring tones and cell phone wallpaper downloads. Today, more and more larger companies are beginning to realize the great many benefits that this type of wireless marketing offers. Soft drink giant Pepsi now considers its mobile marketing strategy plan an integral part of its overall promotional efforts. Mobile marketing allows Pepsi to target and reward its customers on a real-time basis.

Pepsi was among  several  big name brands who partook in the annual Mobile Marketing Forum held in  Berlin, Germany on September 9th.  Lufthansa, Coca-Cola, Nike and Sony Ericsson also addressed the participants of the conference. The fact that some of the world’s largest and most recognized brands took part in this meeting clearly shows that mobile marketing is destined to become a growing power.

Young consumers of today are used to acting quickly and this generation expects instant gratification. Teens and young adults carry their cell phones with them 24/7 and are more than happy to receive text messages. This age group is also very likely to respond to offers sent to their hand held devices. Marketers around the world are scrambling to set up and run mobile marketing campaigns aimed at these consumers.

digital online marketing

A successful internet marketing strategy requires the right amount of resources to be allocated. These resources include funding, technology, and staff levels.

You should first figure out what capabilities you have internally, so that you can determine whether or not you have the skill and knowledge you need internally or whether you will have to outsource some of the work.

After you have determined which type of internet marketing would be the most appropriate you will need to figure out the best way to track your efforts and measure their effectiveness.

You need to find a technology that will help you to keep track of and create reports on your progress in terms of your key progress indicators.

This ability to measure and track your efforts is part of the reason why companies are choosing methods of marketing. You can get a lot of useful information when you use the proper technology to track performance and activity so that you can better tweak your future campaigns to get optimum results.

For the best results, your Internet Channel Marketing

Strategies should be designed to help

with specific objectives of your business.

Your digital strategy will most likely need to be developed apart from the offline marketing strategy. This is due to the fact that internet marketing methods engage audiences and generate responses from them in a different manner than traditional marketing methods.

However, all of the channel marketing strategies you use, whether digital or traditional in nature, should still be complementary to one another and consistent with one another.

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.

digital internet marketing

These days the big thing in marketing is taking advantage of all of the digital options that are available to you. These tend to be a lot cheaper than using many of the print forms of advertising, so there is no reason not to venture into using at least some of these marketing methods.

In many cases it will only cost you the time and effort to develop the campaign itself. The strategies that are used in digital channel marketing are similar to those used in traditional marketing. The main elements that are used for the creation of a strategy still include …

  • objective setting
  • customer segmentation
  • resource auditing
  • positioning
  • targeting.

Your digital channel marketing strategy should begin with the selection of a target audience.

You will want to target a group based on your product,

brand, and positioning and do so in

the most effective manner that you can.

This means that you will need to do some research on the market, set appropriate objectives, and then implement strategies that will help you to actually meet the objectives that you have set.

For a through the line campaign, you will want to plan how to integrate your digital marketing into your multi channel marketing strategy. Digital marketing is not unlike any other marketing method. In order to provide real value it must fit in well with the overall strategy that is planned for your business.

It is important that you be able to analyze the results of your strategy, so it needs to include targets and objectives that are clearly stated. Regardless of whether you are going to use an email, search, or mobile platform to deliver your message to your target audience, the approach and the strategy that you use should make sense given the behavior of that audience.

You need to make sure that you are not trying

to communicate with users in a manner

that isn’t likely to reach them.

Your marketing message must be communicated clearly and must differentiate you from competitors when you use digital marketing campaigns …

…just as it would have to be with any other type of channel marketing campaign. You can use various channels in order to get people to come to your website, including mentioning your website in radio or TV ads or placing it in print ads or on billboards.

With the ongoing and increasing widespread use of the internet it is clear from a corporate business strategy

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development perspective that the development of any corporate business marketing strategy now has to incorporate the useage of the internet.

In terms of the development of the corporate business strategy it is critical for the executives to enable the organisation …..

[I say this because in many cases directors and CEOs have not fully incorporated

the internet into their daily lives or are not fully conversant with the workings

of the internet and terms such as podcasting, linking, social networking,

linking, article marketing and other relevant terms].

So, back to the development of the corporate business marketing strategies. In the director level meetings I recommend putting the internet on the agenda and taking it into consideration in terms of a :-

  • promotion channel
  • consumption channel

For those of you marketing executives reading, you will of course know that these are from the field of study known as channel marketing.

I’d like to suggest that you as the corporate marketing executive first focus on the promotion part of the strategy using the internet and then move on to what products and services can be created in order to enable the target end user client to first pay for the products and services online and secondly to be able to consume the offerings of the organisation in digital formats.

We will come back and revisit the channel marketing perspective in a later post but corporate executives really need to embrace the fact that we are near the start of the internet age in terms of connecting to and communicating with potential clients.

With broadband internet connectivity, tv internet, smart phones, tablet computers and the conditioning of the market place to purchase online by some of the largest and best known companies such as tesco and apple – it is those organisations that fully embrace the use of the new technologies to engage with [potential] clients that will flourish and maximise their chances of optimum market share.

As I move the focus of my seminar training, consulting and coaching more to my corporate roots these are these are some of the points that come up time and time again in discussions.

As always, I am interested in any thoughts you may have, get in touch if there is anything you’d like to discuss.

To your success,

-Stephen C Campbell