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
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 …
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.
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 …
… 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.
The question that many small business owners as well as executives from some of the largest corporations in the world have asked and are asking is, ‘what about the internet’ ?? …
… My response is that the internet is to be viewed as a marketing channel for the corporation.
That is as a marketing channel to promote the company’s message through as well as using this particular channel to possibly deliver products and/or services to the end user client.
As many organisations are struggling to fully incorporate the internet into the core business strategies, I have devised the Internet Channel Marketing seminar which focusses on the main things that executives need to be aware of in order to go forward and develop their strategies with fully incorporating the internet.
I say that to mean that the internet should not be viewed as an ‘add on but as a key component of the corporate strategy, for this to happen of course, there will need to be certain changes to the organisation both in terms of structure as well as mindset.
If this topic is of interest to you – view the video above and – if I can help you by answering any of your questions, running a seminar, consulting or if you just fancy a chat !!! Feel free to get in touch.
Your company’s [Distribution] Channel Marketing Strategy is key to the success of the products that you are selling in the market place, is used to be that technological superiority could be relied upon for market dominance. Looking at companies such as Walmart and Dell, we can see how critical it is for organisation’s to be continually refining the particular [Distribution] Channel Marketing Strategy used for getting their products from Manufacturer to eventual [Business or Industrial] end user.
The enclosed video gives an overview of the two day Channel Marketing seminar that I run for corporations. Take a look and get an overview of the whole topic and see if you can pull anything from the video to maybe modify some of the actions currently being pursued in your business.
Any comments ? let me know just hit the contact link above.
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.
For you reading this post and familiar with my writings, you will know that this topic of the use of external marketing, business strategy consultants is one that is dear to my heart.
With the current state of the economy and no immediate signs of an impending upturn, corporations are having to slash budgets and in many cases make many key individuals with very specific skills leave the company.
This is where I see in the near future the use of corporate business strategy consultants [such as myself] becoming more and more in demand as companies look for that vital input of skills and strategies.
The problem that businesses face of cours is that of needing a particular role fulfilled and, not having the time to train staff to be able to perform that role. In these instances will turn increasingly to external expertise.
The beauty of using external expertise is the vast amount of perspective, knowledge and experience that they bring. Also, I have found one great advantage being that I often come having worked in multiple industries whereas we see that typically an executive may have been with one company and in that industry for over a decade.
This perceived strength I have found, is something that in fact acts as a weakness as consultants are able to use strategies and tactics from other industries, modify them and bring benefit to completely different industries.
If you are a manager, person of influence, agency executive maybe looking for someone to help kick start a particular business circumstance, consider this post and – I’d be more that interested in hearing your perspective.
strategies, one of which is making use of LinkedIn. Here is the tactic in full, if you wish to get more details on the internet marketing training program then follow the link.
If you’re not familiar with LinkedIn, you might be surprised to find out that they’ve already collected information about you; and have used it to construct a profile that might include some or all of the following information :
1) where you went to college
2) what jobs you hold or have held in the past
3) what businesses you have owned or own
4) miscellaneous personal and professional information about you.
If you want to control what that profile says; and to use it to network with other business owners and potential clients, it’s a good idea to start by creating a profile.
Once you do that, you have a lot of options in terms of promotion and networking; however, for now, simply worry about getting the ball rolling by creating a profile.
It is very interesting for me as a Business Marketing Strategy consultant to see how much of a shift of an emphasis
there has been in terms of corporations focussing on making use of internet marketing consultants. We know that a large percentage of the cost of getting a product to the end user is taken up in distribution channel management and dynamics and; this is an area that I spend a lot of time consulting in. However, with that said the internet is being used to assist with distribution channel management as well as in pushing products through various other channels to get to the end user.
So what should companies [large and small] do in order to get going with fully incorporating the internet into their overall business marketing strategies ?? I would advise to stop and consider two aspects :-
The internet as a promotion channel
The internet as a consumption channel
That is to say, ensure that there are two distinct strategies on the table for tackling how the organisation communicates with the end user in order to get the message of the product and/or service out to the world at large using the internet. Second, consider how existing products/service may be modified in order to allow the user customer to sample or fully consume the company’s offerings via the internet.
These are but two of the items that I consider when going through the thought process of developing a marketing strategy and using the internet as a primary marketing channel.
Any thoughts / comments / want me to help to your business ?
Internet marketing training programs are growing in demand as more and more corporations are correctly placing the internet in its correct
position in terms of the overall business strategy development activities that will determine where the company is going.
The question is, where is the internet to be placed in terms of the development of the corporations marketing strategy and the answer is as a marketing channel.
Channel marketing is a component of the ever popular marketing mix, more commonly known as the 4 P’s and comes under the Promotion and Place P’s :-
Promotion is for getting the message out to the world at large
Place is for the channel where the user purchases the product and/or service
For the small business owner and work from home entrepreneur – I have developed the Internet And Direct Marketing blueprint which is an internet marketing training course designed to give the internet marketing entrepreneur the tools to market their product making full use of the internet.
As for the corporates – they should look at the internet in two ways :-
As a marketing channel to promote the products and services of the organisation
As a distribution channel from which the end user customer will end up consuming the products/services as developed by the organisation
If you are reading this as a result of you wanting to gain some expertise in making use of the internet as a marketing channel, check out the internet and direct marketing blueprint.
Any thoughts, comments ? get in touch and let me know.
During my radio program today we discussed the marketing mix [many people know this as the 4 P’s] as this was requested by one of the listeners. For those of you who are not familiar with the Marketing Mix, the 4 P’s stand for :-
… now when we talk about distribution channels in marketing, this topic falls under that P of Place. That is to say, where will the end user customer actually end up purchasing the product and/or service that is produced by the company in question.
If you consider a company like coca cola and how you can go almost anywhere in the world and purchase this soft drink, you can begin to get an idea of how important channels of distribution in marketing are for businesses of all sizes. Of course none of us ever purchase Coca Cola from the company itself – instead we purchase from a retailer who would have in turn purchased from one of many possible distribution channels. There can be many intermediaries in the supply chain which of course all adds to the final price paid by the end user.
In my consulting and training work – this topic of distribution channel management is continuing to be an ever important one. How is your company doing in terms of actively managing your distribution partners ?
Are you working in partnership ?
Do you know their margins ?
Do you know their fixed costs ?
Do you know how much your products are contributing to their fixed costs ??
As the price that the end user pays for a product continues to be tied to the costs incurred in getting that product to the end user, training and consulting requirements on this subject matter will rise and those companies that make the incremental necessary changes in this respect will be those that take more market share and ultimately be the ones that excel.
As always, any thoughts, comments or consulting requirements ? don’t hesitate to get in touch.