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.

 

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.

I was reading an interesting article the other day about the Billions, yes Billions of dollars that GE as a company adds to its bottom line in additional revenue because of the power of the GE brand. The question I ask myself, consulting clients and seminar attendees is – how much does your brand allow you to …

  • charge more for your products and services
  • get referrals
  • get clients coming to you
  • add to your bottomline revenue ..

… and the list could go on. Of course, what we are talking about here is the amount of Brand Equity that we have in the market place that can be translated into revenues.

Now, depending on what business you are in, you may develop a strategic plan to base your brand equity around what you consider to be your strength in the market place. This could be in the …

  • supply chain
  • technology innovation
  • product quality
  • technical support

… and other aspects of the business that can be used to differentiate you from the competition.

It is of course important to state that what any company focusses on may radically change based upon whether they are focussing their efforts on …

Business To Business or in the Business To Consumer

… marketing strategy development and branding activities.

Management Consultant Bristol

When we consider the function of a management consultant it is then that we can see that this particular chosen line of work is an extremely desirable career so many who start in this role choose to remain within it for the duration of their career, sometimes swapping larger firms for smaller consulting firms. Stephen C Campbell works in the Business & Marketing Strategy development field and is active in the Bristol Business scene providing excellence in marketing strategy design and development as well as more general business advice.

With an excellent academic record and a great deal of background experience in various functions of a business including Human Resources and Finance, in the current economic climate with many small businesses struggling; it makes a lot of sense to hire someone with the caliber of Stephen C Campbell on an interim basis to help move the organization forward.

Considering the Management Consulting Bristol scene we can note that any specific company can gain a great advantage over its competitors by adopting the approach of using outside expertise where most companies rely on their internal personnel. With many of us continuing to operate within our knowledge base – it is when we get outside help that we can really accelerate our progress. This of course does not only apply to business but also to all areas of life.

In closing – if you are one of the companies who are suffering due to a lack of Strategic Marketing direction then maybe what you need is a basic consultation with myself. Get in touch for a no obligation phone analysis and maybe this Bristol Management Consultant can help you to realize your business dreams faster than you thought.

At the end of last year my business partner and Public Relations Expert Kelvin Graham put on an event at Cass Business School where I spoke about Marketing Strategy Development with a focus on using the internet as a primary marketing channel. You may listen to an exerpt here – let me know what you think

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Key points :-

  • Branding is a key component of a company’s marketing strategy
  • Consider what your brand is
  • Determine how you will communicate your brand to the world at large
  • Ponder your brand as the business owner
  • Consider the brand of the company as seperate and distinct from your personal brand