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 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

Business is at the centre and heart and centre of life in most of the developed world and some people view starting and promoting a successful business as an extension of themselves and; as a vehicle where they can go on and make a positive influence and difference in the world at large.

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When we look at how business has developed over time we can see that we are in a highly competitve market place and we can also see that there are so many people who have decided to startup and work in their own; small work from home businesses. This within itself is such a great thing but with that comes many challenges which we shall touch on in this article.

As a Business Marketing Strategy Consultant – one of the things that I am faced with and see in my working life is the fact that the Small and Medium Enterprise Business Owners are in fact experts at their particular field. That may be Makeup, Woodworking, Car Mechanics, Medical and the list could go on and on. Now when it comes to developing a coherent Marketing Strategy – I liken it go one opening up a restaurant and hiring a specialist to prepare the food, to wait on the tables, to serve at the bar and all of the other necessary tasks that are necessary for the smooth functioning of the eating establishment.

You can go on to compare this with all that is needed in order to develop a Strategic Business [Internet based] Marketing Strategy from which to establish ones livelihood. Based on my experience in conducting business in over 25 countries throughout Europe, the U.S. and the Far East I know tend to focus on three main components i.e.

  • Channels to Marketing
  • Marketing Categories
  • Marketing Segmentation

Before I start with anything though – I will work on developing the message that the client has to ‘say about themselves and of their product and service.

More than anything else, the small business owner is encouraged to seek out and to use the very best Business Marketing Strategy consultating services that they can; this will end up saving a lot of time not to mention the amount of monies that they will will end up not losing buy having spent the money up front on using a Strategic Consultant.

I gave a presentation the other week about the process of marketing and the internet. It was interesting to see the reaction and anticipation of the audience when I got through some 30 minutes of the business marketing strategy information output without really going into any real depth about the internet.

The point that I am always trying to make is how to view the internet as a part of the overal business marketing strategy of any organisation. Of course all large and small companies know that they need to have a website, this is where I see so many problems in relation to the development and execution of a business internet marketing strategy. That is to say, there often is no strategy – the website is ‘thrown onto the internet because the Small Business Owner has been told that they must have a website [which is true – I would say].

As I develop key Business Marketing Strategies from conception to implementation it is the message of the organisation that needs to be clearly understood by the business owner before that message can be communicated by any medium. That is where it comes to the message that I am constantly putting forth …

View the internet as a Marketing Channel

  • If your message is not clear
  • If you have not defined your key Marketing Segments
  • If you have not identified the most appropriate Channels To Market
  • If you have not taken the time to define the Profile of your Ideal Client.

… And of course the list could go on with all of the components that a Strategic Business Internet Marketing Consultant [the function that I provide] bring to any business. As you would hire a chef to prepare the food in your restaurant [and not try to learn how to cook yourself] – hire in a Business Marketing Strategy Consultant to help take your business to the next level.

Any comments, let me know, if  you need any consulting – get in touch.

Best,

-Stephen C  Campbell