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

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.

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.

To your success,

-Stephen C Campbell

Now that you are convinced of the need for multi channel marketing, you should consider all of the different options available and how they might be useful to you.

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First, there are the more traditional print marketing strategies, such as

  • direct mailings
  • inserts in various papers
  • magazines
  • catalog ads

Next, you can do email marketing campaigns. You can use your customer database, or you can use squeeze pages to get potential new clients to market to. You can also use co registration or advertise on other people’s newsletters.

Another big trend is to use social media, either by placing advertisements or adding blogs or videos. You can join different networks as well to get your company name out there.

Search engine marketing is another common strategy. You want to do things that will get your website listed near the top of the results through various SEO techniques, as well as using RSS feeds, pay-per-click campaigns, link building campaigns, and tagging.

Radio and television ads can also be used, including short or long ads or infomercials.

Take advantage of free and paid public relations opportunities, and use inbound and outbound sales calls and teleconferences as well in order to market your product.

Joint ventures with other companies that offer complimentary products can also be of great benefit.

You will have access to their customer databases and marketing efforts as well as your own, and as long as the products are complimentary you should be able to increase your sales since the target audience of both products should be similar.

It is a great way to reach new people that are likely to be interested in what you have to offer.

The options listed above are just a few of the opportunities you can take advantage of in order to set up your multi channel marketing campaign.

At the end of the day, your goal for all social media projects should be to earn some type of return. Now, this return might not be immediate; and it may even take months or even a year to realize.  But with that said, your goal should still be a return.

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This is a continuation of providing information from my how to make money online product [InternetAndDirectMarketing.com]. In the bonus I have recorded a 2 CD set on social media marketing strategies. Now back to the theme. With that in mind, think about how you can make your social media marketing ventures more profitable. One way you can do this is to cut down on the amount of time you spend doing things that aren’t profitable.

For instance, on a daily basis, you might receive Facebook friend requests, Twitter follower requests, and other requests; however, rather than processing each one as it becomes available, you should think about doing it on a weekly (or at least daily basis). Alternatively, you might consider using social networking sites with your phone.
This will allow you to make requests, accept requests, and perform updates when you have free time, but are not near a computer.

Taken from my latest product on how to make money on the internet, I cover several social media marketing

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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.

Stephen C Campbell

It is very interesting for me as a Business Marketing Strategy consultant to see how much of a shift of an emphasis

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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 ?

Feel free to get in touch ?

-Stephen C Campbell

Internet marketing training programs are growing in demand as more and more corporations are correctly placing the internet in its correct

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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 :-

  1. Promotion is for getting the message out to the world at large
  2. 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.

To your Internet Channel Marketing success,

-Stephen C Campbell


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

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 :-

  • Product
  • Price
  • Promotion
  • Place

… 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.

-Stephen C Campbell