Should you market only to a niche audience or should you spread your message across channels for maximizing return on investment (ROI)? Do you advertise using only one channel or do you use multiple channels? Do you market using one message or a several different ones at various intervals? The answer to all these questions depends on the nature of the product or service that you are marketing. Every product should have a distinct brand personality and understanding this personality helps choose the right marketing approach for that product. Continue reading …
Author: Arshia
Emotions in Marketing
Are you more likely to share news of a job promotion or a break-up with your friends and acquaintances? Most people are like you and choose to share happy emotions with others. Extreme sadness and depression seeks solitude and anonymity whereas happiness seeks company. Continue reading …
The Soul of Marketing
Have you ever wondered why some Marketing messages click and stick in your mind forever while others fade away seconds after you’ve seen them? The three essential ingredients in your Marketing recipe that will delight forever are: simplicity, connectivity and eliminating barriers. These three elements will ensure that your message is sharable and durable. Continue reading …
How to Avoid the Three Most Common Marketing Blunders
Even the most seasoned Marketers can sometimes fall prey to some basic marketing mistakes that cost thousands of dollars and lead to a loss of goodwill. Here is a checklist of the three most common marketing blunders and how to avoid them. Continue reading …
The Future of Marketing
With the year 2017 just a couple of days away, it’s time to make some predictions and resolutions for the year ahead. There are some distinct marketing trends that we need to keep in mind for our business to survive and thrive. Continue reading …
How to Price Your Product Right
In his famous book entitled “The Strategy and Tactics of Pricing” Thomas Nagle says “Pricing is the moment of truth. All of marketing comes into focus in the pricing decision.” While product, place and promotion are elements of the marketing mix where your company is adding value for the consumer, the price is the way the consumer has of giving back that value to the company. Continue reading …
Defining your Brand’s Personality
As you enter the year 2017, it would be a great idea to define a distinct personality for your target audience. This is because connecting with a real personality is much easier than a fuzzy “target market.” For example, let’s suppose you sell clothing. Define your ideal buyer’s gender, age, location, income level as well as behavioral characteristics. Know her likes and dislikes down to the minutest details and give her a name to complete your profile. Continue reading …
Winning the Marketing Game
In order to win the Marketing Game of today, tomorrow and beyond, there are four simple steps that you can follow. Continue reading …
To whisper or not to whisper?
Let us assume you decide to do some gift shopping for your kids today. You call a toy manufacturer who had advertised a 60% discount on all toys to inquire whether they have a particular item in store. It takes a very long time for your call to get connected. Once it does get connected, the attendant is clueless about the discount or the item you wanted. She asks you to call back at a later time for more information. Are you likely to call this company again? Are you going to share your bad experience with friends and are they going to share the story with others? Is such a company likely to be in business for long? Continue reading …
The changing landscape of Marketing
Gone are the days when your Marketing department was able to deliver communication messages using the various appeals (e.g. cognitive and emotional) and watch sales rise. With the proliferation of the digital media, the consumer is now able to disseminate information about your brand to a huge audience. For example, if a Facebook message goes viral, it could reach even more people than your very expensive TV commercial. Hence, in order to be successful in today’s environment, it is extremely important to keep a constant check on the pulse of your prospective audience. Continue reading …
Four Ways of Optimizing Business Risk
Setting up your own business is always risky and it is impossible to have a completely risk-free work environment. What is possible (and desirable) is to optimize risk. Four ways in which you can reduce business risk are through company structure, diversification, insurance and tracking. Continue reading …
Use Call Tracking to Conduct Personalized Marketing
The Board of Directors of the American Marketing Association define Marketing as the “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Continue reading …