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.

One of the most common questions that I get asked by those who are starting out in business; also by those who have been involved in business maybe for some time who maybe running a functioning business and making a decent living is : ‘just how to I actually go about developing a marketing strategy’ ??

At a recent networking event when speaking a business owner who by his own admission if well versed in the technology of his business (but not in the marketing) I spoke of the three pillars that I use when thinking about, explaining and developing a marketing or business strategy. They are :-

  • Product/Service categories
  • Channels To Market
  • Market Segmentation

… that is to say, we work on defining the category of the market that the Product or Service fits into, we then work on the marketing Channels. When it comes to channels we consider the channel that we use to deliver the product or service to the marketplace and secondly the channels that we use to push the message to the marker place through. And finally, we have to ensure that our preferred market segments are at the end of the channels that we use. That is the essence of the framework that I work through when refining and developing a marketing strategy.

Now, let’s assume we are you are selling massage therapy services [as one of my previous clients were]. For sure the channel for delivering the service would be in the therapist’s salon but they business owner will have many options in terms of channel marketing for delivering the branding message and services of the business to the market place at large. They can use direct mail, blogging, mobile, articles, newspapers, radio and more to deliver their message to the target market.

Next, we need to ensure that our product/service is positioned appropriately in terms of location, offering and pricing – a particular segment of the market may wish to pay say $15/hour for a massage but other high end clients may be perfectly happy to pay $100/hour if they see the value in what it is that you have to offer. The question is – which market segment is it that you will choose to target ? If this discussion we have covered the market segments and the category of the market that we wish to be positioned in.

So there you have it – an insight into my methodology for developing marketing strategies whether working with $multi billion clients in China [Swatch Group] or with a wedding reception services business such as http://www.lowcostchaircovers.co.uk/ that I consulted for last year.

In summary we want to be thinking of Channels, Market Segments and Product/Service categories.

To your marketing strategy development success,

Let me know if you wish to engage with myself and the team to assist you in your business.

-Success,

-Stephen C Campbell

 

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]

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

 

 

When it comes to both marketing and distribution, you need to come up with a plan. This plan should include both the goals that you intend to achieve, in a measurable form, and the steps that you plan to take in order to get there.

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Having a plan will make it so that you can determine how effective your current marketing and distribution efforts are, and help you to figure out where you can improve on them in the future based on the results that you get.

In order to be able to track the results of your multi channel marketing and distribution plans, you will need to have a good customer relationship management software program. This will help you to figure out just who your current customers are, and what they are buying. Then you can try to market to them in other ways, or use this data to develop new markets that you can target in addition to your current customers.

You can use this software to keep track of how new customers heard of your product, for instance, so you can get a better idea of which channels are working and which are not, and switch from ineffective channels to those that might produce better results for your company.

It is important to keep at least one backup of your database, if not more because you don’t want to lose this all important information. You might want to have it backed up on different computers as well as having a copy at an off-site location just to make sure the data is safe.

Those who want to market their product internationally will need to keep in mind that this might require different marketing materials and different marketing channels.

  • You will want to do a lot of research into your target market to figure out what methods and channels are most effective there.
  • You also want to look into the culture to make sure that you do your marketing in a culturally effective manner without offending anyone.

It might take some trial and error in order to figure out just which marketing channels will work out the best in each different place that you market your product.

marketing strategy consulting

We as business people all know that we are living in a real world economic downturn which has lead to many corporations having to downsize their workforce in order to stay afloat. Some agree and many disagree with the various mergers and acquisitions that are taking place as

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companies look to get into new market and to improve their offerings to the marketplace. With all of the variable that take place with running a business most agree that it is the Sales and Marketing function that is probably the most important part of the operation of the business unit in question. There are an abundance of examples that we can see in the business world where – the best product has not dominated the market place or; where the product and/or service that everyone acknowledges is not the market leader rises to command maximum market share.

In getting an organisation to deliver excellence when it comes to getting their message out to the world at large we are seeing an increasing trend where where marketing strategy consulting [the service I provide] is being employed more and more. Part of the benefit of using external consultants is that they do not have the baggage or history and political connection with the organisation they are working with. And as a consequence are able to look at the data objectively, develop the right strategy and put in the relevant execution steps.

Is the organisation that you are working in stuck ? or stagnant ? are your management team doing the same thing this year that was being done last year ? Is is time for some external marketing strategy consulting to get your business unit kick started ? Whatever the case, you are encourage to approach your markets as if you are going into it anew – by that I mean considering the questions :-

  • Are we targetting the right customers
  • Are we using the correct communication channels
  • Are we using the most appropriate marketing channels to deliver the product/service
  • Do we know what our end user clients think about us [have we asked]
  • Is the internet being fully utilised as a marketing channel ?

These are some of the key questions that get buried, and lost in the day to day activities or any organisation and why using an external business strategy consultant may well be the thing that you should be strongly considering employing in your business.

Let me know if you have any comments.

-Stephen C Campbell

I tend to give a lecture or short talk to business owners once a month, in addition to this in my consulting work I am frequently astonished at the lack of discipline that businesses have when it comes to developing and implementing ongoing marketing strategies.

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Given that marketing [and the resultant sales] are the life and soul of every company I am continually baffled at how little time business owners pay to marketing. The title of this article is ‘small business marketing ideas’ but when talking to executives from corporates I see a tendency to continue doing what has been done in the past.

That, of course will guarantee past results ! So – what are some of ideas that business owners can start to think about in order to effect change in their organisations ? Without looking at the details of the business of the reader, I would like encourage taking a look at the field of …

  • Channel Marketing

… that it to say; stop and think about the various routes ‘Marketing Channels’ that you are currently using to …

  • a) Get your message out to prospective clients
  • b) Deliver your products and services to the end user

Take for example; some of the large supermarkets – here in the UK we have bit ‘T’, ‘S’ and ‘A’. They present their messages to us via the television, via the internet, newspapers, radio, billboards, flyers and the list can go on. In addition to this we can purchase the goods that they have on offer via the internet, via the TV or we can of course go into the store. We have described various Channels To Market that the supermarkets use to ultimately get us to purchase their goods.

Now, one of the lessons that we can learn from this is that there are / can be / should be various means / methods / techniques in use at any point in time as part of our ongoing marketing strategies. This is of course an ongoing process and something that will be developed / strategised and worked out during any business strategy consultation.

Marketing is a skill and discipline that many business owners who are experts at their particular business field often fail to appreciate – this is not something is done when it comes to Accounting and Finance and Manufacturing, the expert is normally called in to perform these functions. Marketing is the most important part of your business – do not leave it to chance, get expert help that can help you develop an ongoing coherent strategy from which to work from.

If you have any questions about this and would like to discuss personal consulting and coaching with me Stephen C Campbell, do not hesitate to get in touch ….

 

In my role as a broadcaster, the radio station provides a Business Consultation package which consists of an interview

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with local business owners in addition to a private Strategy Consultation with myself.

With that said, here is an example on the type of [Advertorial] interview that you can expect from myself. Here I am interviewing Andrew Sparks MBA, who is seasoned Sales Professional expert in developing and executing Sales Processes. Andrew has developed sales teams skilled in selling high ticket items [thousands of pounds] Here is some of what we cover at the outset :-

  • Different types of Sales People
  • The Science Of Sales
  • Importance of following a Sales Process

Andrew Sparks then goes on to outline the fact that Sales is about ‘two way communication’. He makes the point that sales conveys a specific message to the end use client via specific Marketing Channels. One imortant point raised is :-

  • Client needs confidence, permission and option to let the company know what they think

Sales is about a transcation so that the customer willingly pays money for the product and/or service as during the sales process; the Sales Professional will have expertly conveyed the key Features and Benefits of the product to the end user. We cover quite a few points during the interview – some of the others are :-

  • Positive Motivation
  • Negative Motivation
  • Laddering
  • Needs
  • Desires
  • Wants
  • Length of time of the Sales Process
  • Value Proposition of the Product/Service
  1. Attributes
  2. Consequences
  3. Values

Take a listen and as always, should you have any comments  [if you wish to contact Andrew maybe ??] feel free to get in touch.

Best Business Success,

-Stephen C Campbell


I worked with Lisa Porter of  http://www.Armonioso.co.uk/ developing the complete messaging …

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… and Business MarketingStrategy development – we covered development of appropriate Marketing Channels, Segmentaiton of the Market from both a Demographic and Psychographics perspective as well as working on which Category of the Marketing Lisa’s business would be operating in.

Some months after working on the business, I coached Lisa form a Self Development perspective as often, this is the part that is underdeveloped in many of us.

 

I am asked many questions about business and, now that I have my own weekly business focussed radio program, one of the questions that I am constantly asked is that of where the internet fits into ones overall business strategy. Before answering the question here, one of the main mistakes I see being made by the business owner is :-

  • Throwing up a website
  • Placing multiple Ads in Yellow Pages
  • Placing Ads in the classifieds

Not that there is anything wrong with using any and/or all of the items above but what I often see is that this is normally done without the use of a coherent Business Marketing Strategy. Unfortunately, most do not see the reason for taking time up front in order to put time [and money] into :-

  • Defining the message of your product/service
  • Working on your brand
  • Looking at Marketing Channels
  • Going through the Marketing Segmentation exercise
  • Pricing

… and, of course – the list could go on and on. The point is that large companies have qualified people in marketing departments working on these components all day long so, how important should this be for the small business owner. Of course this is business people such as myself come into play with being able to site down and to spend time with the business owner who is not skilled in marketing and to be able to help them to develop their core business marketing plans.

This is where we come to talk about the internet and how it should be viewed in the overall context of the business – I have run out of time, so will continue this in another post shortly.

What do you think ? any comments ? do let me know.

Best,

-Stephen C Campbell