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Promotion plays a role in the perception the possible target audience may have about your service.
Services marketing is that elusive concept which stays incomplete without a thorough understanding of 7 Ps.
Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies? Hi, Have A Look At List Of Important 30 Important Abbreviations Asked In Banking Exams In Marketing Section. Typically marketing of services is done following the services marketing mix using the 7 Ps framework unlike the marketing of products for which the marketing mix involves the 4 Ps framework.
The initial movement in marketing strategies was from a direct marketing scenario to brand marketing. However, with services gaining prominence over time, it was realized that the very definition of services was evolving as more and more services were being focused on internet or info-tech based services where direct interaction with the customer was lost.
Since services cannot be differentiated purely based on features on offer, the major differentiation to create a brand association and thus customer engagement, is through tapping the social networks. The 7 S framework for digital marketing started gaining in prominence for services marketing strategists. Over time, it was realized that social media is perhaps the biggest tool today to lead a brand marketing strategy for many of the services and product categories, since in both cases, the target segment often uses the internet as a source of information (through websites or though the personal social network) while deciding on a service vendor. In the past few years the importance of social media in global digital strategies has increased exponentially.
For a global brand this brings great opportunities, since these three International social media platforms are already familiar and localization can expand their reach to new audiences.
The adoption rate of each social media platform and the way people use social media varies greatly in different countries and regions. Therefore it is very important to do a proper market research across regions to find the right platform to invest in. Once you have found your audience, listen what the general discussion is about and what the users are saying about your brand and competitors. Developing a cohesive, global strategy is important, but it needs to be customized based on your knowledge of the local behaviour and customs.
Understandably a brand might be tempted to have a general Facebook, Youtube or Twitter page to save in costs, or have different pages per region with the same, translated content. But if you opt-in for plain translations, your reaction speed is slower, your message might not be understood and lack of local relevancy might make the amount of the “fans” or “followers” drop.
For a global company with a network of market units across the globe, it is very important to involve local markets from the early stages of the process. By getting local markets aboard and supporting them with their local social media pages, the results will be much better than doing it alone or focusing on one global page. Instead, offer basic social media training and allow markets to pull content from your global channel. Having worked in a global company, I know that the main issues while developing a global social media strategy are the cost and the novelty of the channel. However, an investment in these basic global channels and training for the local markets can really pay off.
I am Pauliina Jamsa, a 32-year-old multi-lingual Finnish Digital & Mobile marketing expert with International business background - I have lived in many countries and speak 7 languages. Your brand strategy defines what you stand for, a promise you make, and the personality you convey.
Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. You acquire customers quickly because your prospects’ experience with you supports everything you say. You can charge a premium because your market knows why you’re better and is willing to pay for it.
The market may not have a consistent view or impression of your product and company, but in general you think it’s positive. You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market. What you do, what you say and how you say it may contradict each other and confuse your prospects.
Create a free account in our marketing planning and management web app for step-by-step guidance. Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life.


Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers. Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. Write positioning statements and a story about your brand; use them throughout your company materials.
Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company. Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Who would want to travel 10 miles to have a regular dinner, even if that is priced very competitively and has a super quality?
Services being intangible, processes become all the more crucial to ensure standards are met with. These form the critical success factors for any service as evaluated by a possible customer.
Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. In direct marketing, the marketing managers typically had a role of sales managers and the most important strategic focus was to ensure a incentive structure for the sales force, both internal salesmen and external salesforce (dealers, retailers, distributors) such that the one-to-one marketing could be done at the point of sales. While branding definitely ensured that the customers develop a brand association with the service, sometimes the nature of the service is such that the essence of the service is a transactional one.
While the dynamics of a pure internet marketing strategy is slightly different, the essence of the same has been captured in more comprehensive frameworks on digital marketing, which have been derived purely through the theories based on economic rationality. Around 70% of Facebook’s 750 million active users are not from the U.S and the platform has been translated in more than 70 languages. However, as with any type of marketing, the brand having social media success in their own country does not mean that same approach and tactics work abroad. Even if Twitter, Facebook and Youtube are used across the globe, these platforms may not have reached yet the same level of popularity than the local networks. See how your target is engaging with companies, how they use the platform and what the best practises in the particular country are.
Identify what are the global goals and objectives and what are the goals and objectives per region. They have the best knowledge of the local customs, user behaviour and trends as well as their local competitors’ activity. Market units will then translate and localize the content themselves according to their country’s requirements. If the local markets are motivated and have freedom to act, they will be investing their time and effort to update the pages and engage with the audience.
Based in London, I am currently working as Digital Marketing Manager for Microsoft Dynamics. Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers. In addition to generating revenue, brand equity makes your company itself more valuable over the long term.
It’s easy to begin dialogue with new prospects because they quickly understand what you stand for.
A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. Services can range from financial services provided by the banks, technology services provided by the IT company, food and ambiance as a service provided by restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience.
The attributes of the product, vis-a-vis the attributes offered by competing products and substitutes, are important in estimating the competitive scenario for the marketing strategy formulation. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential customers.


Process mapping ensures that your service is perceived as being dependable by your target segment.
Over time marketing managers have realized the sustainability of pull marketing than the traditional approach of push marketing strategies. However, it was realized that if a fraction of the sales force deviated or moved to another firm, the entire customer segment was lost to the business. So brand marketing focus gradually started to shift towards customer engagement and the benefits of social networks started getting conceptualized. Youtube is localized in 23 countries in 24 different languages, and 70% of the Youtube traffic comes outside the U.S.
This is why it is important to take in account the following best practices and tips, before launching an international social media strategy. While Facebook is not very popular in Asia and Russia, Twitter has encountered big success in Japan, because of its anonymity and mobile friendliness. By understanding the cultural variations you will more easily be able to avoid pitfalls and identify the trends before entering the market.
Your brand might be highly popular in one country, which means one of your goal might be increasing brand loyalty, however in another country people do not recognize your brand and you might need to focus more on augmentation of brand awareness. I wrote an example of Red Bull a year ago: The brand sent in Facebook a link straight to a Japanese Google translated page without checking what the translation was.
By respecting cultural references and taking in account local trends, events and holidays, you can give users more personalized experience and help your brand to connect the audience on a deeper level. Social Media is highly reactive and by putting barriers for local markets, the strategy is likely to fail. Keeping the social media page alive does not cost much money, but it can reach a larger audience than the old media or banner campaigns. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence.
What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Many different promotional tools are often used like internet advertisement, special events, endorsements which happen out of the store or in-store merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital signage. Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success. Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron?
This paved the way for the next generation of marketing, namely marketing using social media.
In China, Twitter-like Weibo and social network Qzone with 150 million active users are the platforms of choice while in Russia V-kontakte is the local version of Facebook. Once you know what you want to achieve, you are able to set up tactics to best achieve those goals. If you strictly control what gets published, by the time translation agency has sent you translations, the “news” is already old. Publish links to local channels in your global page to promote local pages and direct fans to more relevant content.
It is a way to really engage with your audience as well as to encourage WOM and consumer generated media. If you want to capture significant market share, start with a strong brand strategy or you may not get far. The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation. Now as services gained in importance, it was realized that the differentiation of services was even more difficult based on tangible features like that of a product. What all continents have in common is the high usage rate of Youtube – used via mobile, tablets, PC or netbooks.




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