Digital business advisor, optimisations and transformations
| Analogue marketing in print has become a real pain on Sunday mornings, when we shake the adverts out our papers. And as for messages on hoardings we ignore them because the information never seems to change. Shoving messages at the market regardless of what it wants has become so yesterday it’s surprising the corporates still do it, despite the expense. Read more |
Your online reputation is a big deal even if you are a small business. As you read this, someone may be voting your products down. Why only the other day we saw a post on a freelancer site offering to pay people to vote on Amazon.
Social media have become the preferred sites for consumers to comment on their experiences. Humans being what we are, we only comment on the exceptional. Few people are going to take the trouble to say nice things about you on your blog.
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The walls of the Roman city of Pompeii excavated from a lava flow are a remarkable time capsule. That’s because the extreme event froze the graffiti messages on the walls.
Some of these are affectionate messages to lovers, while others are more ribald. Still more are commercial marketing messages like ‘best fresh bread here’ and ‘opening new wine at so-and-so’s tavern’.
These traditional marketing messages are in your face everywhere you walk. Nothing much changed in marketing after the Vesuvius volcano eruption until digital marketing arrived almost 2,000 years later.
A brand is perhaps best described as the personality – or should we say persona – of a company, non-profit, or administration.
We say ‘persona’ because the brand is in the eye of the customer. We each have our own opinions of the signature franchises dominating Australia, for example. Branding design is a collective word for what organisations do, to try to influence our appraisal of them.
Do you remember when you were a kid and the doctor had a glass jar of sweets on their desk? You were always dead keen to pay a visit, weren’t you? That jar was always full no matter how far you were back in the queue.
That doctor knew a thing or two. It’s the promise of the future that counts, not what happened before.
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When sweet Molly Malone walks through the streets of Dublin in that lilting Irish ballad, it’s clear she knows a thing or two about marketing.
She does her promoting where her customers are, while her unique discriminator is her cockles and mussels are fresh from the sea. Her wheelbarrow adds a touch of authenticity; if you want the real thing come to me.
I don’t suppose Molly will have to do any hard selling. I can imagine the lads queueing up to buy from a fishmonger I don’t doubt was one of the loveliest girls around.
What a marketing package! Notice how she focuses on her customers’ needs, not her own. If we could be that effective we could call ourselves master marketers! And we could when we touch the right bases in the marketing game.
Molly Malone Statue in the Streets of Dublin (Credit Fan of Birdland BY CC 2.0)
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Websites offer the owner a digital presence in the World Wide Web. Their purpose is numerous ranging from educational, news, forums, social media and eCommerce. Because of their ability to reach vast audiences, they are powerful marketing tools at the very least and for some, they are a digital shopfront and portal into a business with unlimited opportunities.
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Here is a guide on how to improve your marketing effectiveness:
While outputs and deliverables are relevant, you need something that captures the hearts and minds of your people and your clients. To have an impact, you need a strong foundation and an integrated approach. A vision enables everyone to understand their role – they know what to do and why they are doing it.
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