Concentrated or Differentiated Marketing?

Concentrated or Differentiated Marketing

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 …

The Soul of Marketing

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 Price Your Product Right

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

Defining your Brands 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 …

To whisper or not to whisper?

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 …

Top Five Components of Call Analytics

Top Five Components of Call Analytics

Implementing a marketing campaign that drives revenue requires hard work, perseverance and is fraught with risk. The good news is that call analytics tools allow you to make your job a little easier and mitigate risk.

Call analytics is not just about figuring out which campaign worked for you in generating a phone call or determining the caller ID of the individual who called your business. Indeed an effective marketing campaign uses all the elements of Call Analytics to figure out what mix of components works best in garnering phone calls. Continue reading …

The changing landscape of Marketing

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 …