Online product marketing strategies,video maker software free download for windows 7 quick,developing a basic marketing plan - Reviews

Based on the point of view of Lee Frederiksen, the research director for the online marketing study, online marketing is the key of the next round of growth for professional services firms. Product: firms that emphasize on using online marketing mainly provide abstract service such as social networking and online shopping service.
Price: since the online marketing business is being operated on the internet, the cost of running this kind of business is much lower than any other tangible business. Promotion: by putting information on the social networking as well as sending email directly to the potential customers, online marketing would make a huge impact on promoting professional services.
Place: Such technology-based service as online marketing fits the professional service most because this electronic platform matches the buying behavior of abstract service better.
To sum up, online marketing is not only good for generating growth for the firms but also cutting the budget for marketing, keeping simple and direct information delivery, and perfectly combining the service and the marketing tool together. I’ve recently done some significant work in introducing and mentoring newspaper and magazine sales reps who traditionally sell print advertising on how to sell online banner advertising campaigns, both to their existing clients and to new prospects afforded by the alternative medium and its accompanying alternative audience. As you find out about their business goals and discuss their experience with online advertising, start to introduce the tremendous opportunities we have to offer with our online audience.
Once an ad campaign is set to run across the network of sites, and is targeted to reach a certain set of geographic audience, we can further target a demographic profile by placing the ad contextually amongst a limited set of tag words (for example, only those articles or sections tagged “agriculture” or “cattle” … or “sports” or “technology” or “obituaries” etc.
As the prospective advertiser starts to get the picture on the opportunity available with delivering their message to our audience, we need to return to the question, “Who are you trying to reach? With a good idea in our minds on who the advertiser is trying to reach, we can assemble a proposal with enough volume (number of impressions) and the specific targeting needed to realistically deliver results.
Return to the client with the proposal in hand, meet with them to fine-tune the details (maybe they want a different keyword, or more or fewer impressions, for example), and close the sale.
Joe Greenwood is a web designer, developer, and multi-media consultant in Grand Forks, North Dakota.
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This entry was posted in Marketing and tagged Marketin Essay, Writing a Marketing Essay on March 13, 2014 by admin.
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You may have noticed we're fans of using practical models as tools to support marketing strategy development? I think most would agree that models are useful "Mind Tools" to structure thinking and communicate a strategy, but there's a problem. In our free, illustrated guide to 15 classic planning models diagrams we explain what they are and give examples of why and how to apply them in business.
In the Essential Models guide we have selected what we see as the classic,most popular models that have stood the test of time and we think are still relevant in today’s era of omnichannel marketing. Please select which you find most useful of the 15 models covered in our guide - you can select more than one or suggest others. Some marketing models are digital focused while others apply equally to digital and traditional forms of communication. This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy. Since I'm a digital marketer, I have my own views on the relevance of these, indeed in my books I have often included them. So before we wrote the guide I thought it would be nice to share an overview of the relevant models here for anyone passing this way who isn't familiar with them. The 7P's of the Marketing mix model are Product, Price, Place, Promotion, People, Process and Physical evidence - these elements of the marketing mix form the core tactical components of a marketing plan. I think it's right this is at the start of the list since it's still widely used and I think is a simple way to think through how a company markets its products.
Unique Selling Proposition is the concept that brands should make it clear to potential buyers why they are different and better than the competition. This is a simple concept and an essential message to communicate online since the core brand message often isn't clear.
This well known, essential MBA model categorises products offered by a business in a portfolio based on their performance rating them as Stars, Cash Cows, Dogs and Question Marks as below. I find this isn't so applicable in the online marketing world for small and medium businesses - it's more of a Big Business corporate strategy model.
This model allows marketers to visualise a brand’s relative position to competitors in the market place by plotting consumer perceptions of the brand and competitor brands against the attributes that drive purchase. The creation of an engaging online brand is so important to success in digital marketing, it's a pity there aren't more effective branding models.


Customer Lifetime Value is the concept used to assess what a customer is worth, based on the present value of future revenue attributed to a customer’s relationship with a product. A different class of models to others, this is more of calculation model - covered in Chapter 6 of my Internet Marketing Book.
The Ansoff’s model is a matrix that can be used to identify alternative growth strategies by looking at present and potential products in current and future markets. Ansoff's model dates back to the 1960s, but I still cover it in the books to show how companies should "think out of the box" with new opportunities for their digital strategies by considering new opportunities for market and product development rather than simply market penetration which misses the opportunities of digital marketing for me. This model shows the steps a person takes before becoming loyal to a brand as they move through the stages of prospect, customer, client, supporter and advocate.
Loyalty models are useful as a way of thinking through the opportunities to generate lifetime value. As an extension of the traditional PEST model, this analysis framework is used to assess the impact of macro-environmental factors on a product or brand - political, economical, social, technological, legal and economic.
However, PESTLE is still widely taught and Annmarie Hanlon is a fan so to explain it's value to me and others she has this in-depth post on how to use the PEST or PESTLE model.
The Five forces in Porter's model are Rivalry, Supplier power, Threat of substitutes, Buyer power and Barriers to entry and are used to analyse the industry context in which the organisation operates. Yes this one features in my books and I reference a classic 2001 paper by Porter on applying the Five Forces to the Internet. This diffusion innovation model plots the natural path of a product as it moves through the stages of Introduction, Growth, Maturity, Saturation and Decline.
This three stage STP process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. As a model which is focused on delivering relevant products, services and communications to the customer and so generating value for an organisation, this is essential for every marketer to understand and apply in practice. This acronym stands for Situation, Objectives, Strategy, Tactics, Actions, Control and is a framework used when creating marketing plans. I'm a big fan of using PR Smith's SOSTAC® model as a way of planning and implementing strategies. Finally, I wanted to thank the Chartered Institute of Marketing who prompted the idea for this post when they were celebrating their centenary and they ran voting around different models. I tell the students to use the 7Ps (or 8 with Principles (ethics etc)) to review the competitors and use the Ps plus capabilities and resources for the internal review.
Completely agree about TOWs too – we always recommend that rather than a backwards looking SWOT.
The concept I write about is taken from Bob Lauterborn, professor of advertising at the University of North Carolina. As supplements, online marketing could also be proven as a new & efficient way of developing professional services in the perspective of 4Ps. Online marketing would perfectly link the information of the particular products to the customers.
Compared with relationships and referrals, online marketing would bring into contact with more customers and delivery more accurate information for them. By doing the online marketing, there is no physical locations for marketing that need to be oriented because the main battle field is anywhere on the internet. Often these sales reps will discover that they are freed from the usual lead prospect constraints of their primary product inventory, the print edition, because the website product has the potential to reach a different audience that the print product just never would, and thus the prospect field becomes open to different types of businesses.
I was giving them information on website traffic, numbers of impressions and unique visitors, and explaining the concept of cost per thousand impressions (CPM) rate pricing; what this group needed in addition to that information was a clear step-by-step how-to on making an online advertising campaign sales pitch, an example of what a proposal would look like, and how they can deliver the close. We’ll book the online ad and it will be running in as little as a few days, or on the specified start date according to the client’s goals. He has worked as Online Coordinator and Multi-Media Consultant for several newspaper and magazine publishers including Grand Forks Herald, Prairie Business Magazine, and Agweek.
It is a method used by many businesses to get their product or company name out to the public.
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We believe a clear, simple model gives us a framework to assess how we're doing things now compared to our competitors and plan growth strategies for the future.
Over the years,  many models have been developed and some are academic rather than of practical application in the "real world".
But which are the most useful - do take our poll to share which you think are of the most practical use and are valuable in understanding opportunities to grow a business. In fact, most are included in my Digital Marketing: Strategy, Implementation and Practice book.
CLV is mainly important online for transactional sites and certainly investment decisions like allowable cost per acquisition (CPA) must be taken with future customer purchases and attrition rates considered. The four growth strategies are market penetration, market development, product development and diversification.
I find students tend to review these in-depth at the expense of creating innovative strategies.
But, I personally think it has limited practical value - yes we know customers have more bargaining power online. It features in all my books and I know Paul Smith, who created it well - he's my co-author on Emarketing Excellence.
I am currently writing a MSc Strategic Digital Marketing paper analysing a company’s current strategic digital marketing practice and management.


COM (Competitors, Other (indirect) competitors and Market) is the micro environment – needs constant review as it changes quickly. CIM senior examiners on Diploma in Digital Marketing, failure of students to use this digital marketing model versus old tried and tested models like PESTLE, Ansoff and even SOSTAC!!, but doesn’t get mentioned here, and seems to be a lack of scholarly articles on it? It’s so frustrating especially as the course text (Digital Marketing Chaffey, Ellis-Chadwick) has no mention of it either. BCG and Porters are higher-level tools and probably most appropriate in larger organisations. I learnt this model from the IDM digital diploma, but although I now know it has been used i direct marketing for decades, it wasn’t around when I did my MBA, not is it a concept that is understood by many business professionals.
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On the electronic basis, online marketing shares the same type of operation with the abstract professional services and it would easier to attract the potential customers with the surfing buying behavior.
With the greater economic advantage of competition, online marketing has become a more and more popular choice for not only professional service firms but also for other types of business. Open the conversation with something like, “What about online, are you doing any advertising on the internet?” Usually a business will say they don’t know anything about it, or they’ve tried a few Google or Facebook ads but haven’t had any significant results.
If I were a sales rep, I would start getting as many of those first visits accomplished as I could possibly fit in my schedule – because every one of them is a newly opened door that simply needs to be walked through and ‘closed’ with the followup visit, proposal in hand. With over ten interesting hours of easy-to-follow content you'll be an online marketing expert in no time.
They're also great for communicating the purpose and reason behind a strategy you are pursuing.
Because of this, we've just produced a new guide free for all members on digital marketing models specifically. But it suffers from a push mentality completely out-of-keeping with modern digital marketing approaches of listening to and engaging customers in participation through social median marketing. For example, to do a thorough SWOT analysis one has to do a PESTLE (taught to me as STEEPLE+E) and Porters five forces to fully analyze both macro and micro environment.
But I also think SWOT can only identify so much and we need other tools to expand the results.
This is the point where you then ask about their goals for their business, what customers are they trying to reach, what message do they want to send or what kind of growth do they want to achieve in any given market – oftentimes they will provide either a demographic profile (farmers with livestock, for example) or a geographic market (people in western North Dakota, for example). The quality of our audience and our ability to deliver a targeted campaign provide enough value to the advertiser to carry the proposal through to a successful sale, you just need to be there to communicate and facilitate the process… and nearly every time, if not every single time, the advertiser is pleased enough with the results that they will continue with their investment to another term. Therefore, it is only a matter of time before social networking was used to market products. The lack of trust, with online marketing, extends a bit further as there are many virtual promotions that turn out to be fraudulent ones. Researching on the advantages and disadvantages of online marketing is the best method of deciding how much to market a product using conventional methods and how much to market using online marketing. A few years ago now, I was talking to marketing consultant and trainer, Annmarie Hanlon about the power and challenge of using planning models and we decided it would be good to collaborate to create a free guide where we picked and explained the most useful, practical models for students and professionals alike to share. It gives details on the 10 key digital marketing models, so you get the most relevant marketing models for your business. I also think it under-represents the power of intermediaries like comparison sites and publishers in the online world.
Threats can kill your business and opportunities are the future but if your mind set is internal you look outside with blinkers on. The more we can find out about our advertisers’ goals, the better value (greater accuracy and better results) we can deliver for them and the more they’ll spend with us… and usually their spend will be recurring, month to month. This is the newest method of utilizing the internet to help their businesses grow and expand. It does so by making information about the product or company easily available to the public. However, through online marketing, you are assured of extending your reach to almost global capacities.
Overall, people may have different preferences, but most useful is kind of pointless since they are inter-connected.
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However, online marketing, although quite advantageous to a business does have its disadvantages too.
As the internet is easily available, this too, makes online marketing extremely advantageous. The company is able to reach their target audience using specific keywords and the audience is also able to find the information they need about the products and services using the same method.
Therefore, marketing online can be one of the best methods of popularising the company’s reputation. Online marketing also enables the company to know if their advertising campaign is successful within a short period.
The cash-on-delivery option found online also is a disadvantage as this does not guarantee payment. However, this can be extremely overwhelming as they are varied and it makes it extremely difficult for a company to select the right options of marketing.



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