Internet Marketing Strategy

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Internet marketing is the same as traditional marketing, others are not. Here are seven things you need to know your online marketing is successful. When you write Xu copy, you should take the time to understand what works and what does not. There are two mistakes almost every amateur search engine copywriting.

Successful non-profit organizations use the Internet to market charitable program.

To help companies improve their digital marketing results, I also had in-depth, widely praised and won the AOP Award for best practice, publisher e-consultancy Guide.

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Internet marketing is still essential to any business’s overall marketing strategy. Mentioned before with all the benefits of internet marketing, people still buy magazines, billboards went out to check to see their mail, watch TV, and shopping. No matter how fast-paced and wide internet of communication, people go out together, talking about going to the gym. Thus, while Internet marketing is absolutely valid and important, demising certain value of the cost of traditional marketing any business, many potential customers. Another thing, when we say that internet marketing, it is not only figures we choose to click on ads. The list also includes security, advertising, advertising social networks, groups, discussion boards and many others. Accordingly, the online marketing activities can effect the number of people exposed. However, one disadvantage is that people started to become one of the, and would even read the advertising information advertising or know (even people in the security list), and delete without opening them. When someone on the Internet, they would like to read / write e-mail, chat with friends, read and post / reply comments, play fun games. As a internet marketing goal is to build a top priority for Internet users. Also, try and spam and unsolicited e-mail and advertising, more and more people away from Internet advertising in general, unless they are some specific content. A variety of Internet marketing strategy is free and paid online marketing can make more money. 12-month Internet Millionaire Review – Russell Brunson is a 12-month millionaire fraud?. As the market one of the most controversial books, and now the Internet millionaire’s 12 months still constitute a major buzz everywhere. A great professional internet marketing make money online. Internet marketing can be a lucrative industry, if some big Internet-related skills and knowledge development to do so successfully. Must also identify and develop the necessary strategies to make money online. Pay per click advertising, online advertising and link exchange programs, is marketing, can be used to make the Internet industry to make money online there are some important programs.

Internet marketing are not the result of a well-defined, integrated internet strategy; rather, they are a response to competitors activities or customers demand. Through the site has existed for more than a year, marketing staff and senior management will naturally question its effectiveness. This is usually the point in a coherent Internet marketing strategy needs to become apparent. As a result, starting in the sum of electronic marketing strategy, is when a company’s existing website, which is to review the existing site and its purpose is to improve the effectiveness of the future. There is no evidence that the development and implementation of a strategy to be significantly different approach to electronic marketing. Strategic planning for enterprise development or strategic marketing to comply with the established framework should still be. The framework provides a logical order to follow up to ensure that the strategic focus of all development activities included. It can be said, however, with the e-market strategy for a highly sensitive process of rapid response mode, the events in the market need. Soviet-style five-year planning application does not seem to fit, the best approach is a new process of electronic marketing strategy is a continuous improvement. Check fee (2002) pointed out that e-commerce or e-marketing strategy process models tend to agree with the following features:

There are many ways to market your product using a large number of online with Google AdWords or Yahoo’s Overture advertising network, eBay, members network, cost per click marketing. In addition, there are many second tier cost of sales and earnings per share network. You need to have a good network marketing strategy, using the Internet to provide online marketing tool. With Internet marketing company, will help you to get your website in search engine advertising and optimization services provided by many of the results, but eventually you need to determine what kind of network marketing will give you the best of a product line. It used to be you bought CPM (cost per thousand) in large-scale campaign Web site and hope that the good performance of these ads and get traffic to your website. Now, there are many choices, there is usually a for each event better than the other run. It appears that the use of network marketing the best way to get return on investment cost per click online marketing tool, the strategic point. Google AdWords and Yahoos Overture CPC programs have dominated the world of network marketing in the past two years, they only get bigger and stronger. Network marketing companies have sprung up to help beginners learn how to use AdWords and Overture to the best of their ability to rope. If you want to build a brand, then the cost per click will not be online marketing solutions. Instead of the online brand, you will go to a CPM campaign, is a straight line costs. The targeted ads, and now there’s online advertising spending is due to leave the television and radio have been gradually transferred to the Internet. Why do you want, if you are advertising with the radio or TV, you can actually track the individual results of the work online. We believe that many ad networks and affiliate program will gradually fade out in the next several years, while Google and Yahoo Zhudao even with their own, targeted search results and more per click advertising network. Internet changes quickly, any company want to optimize their online marketing presence needs to adapt and adjust to the latest technology.

Network marketing is the three capacities: transport infrastructure, marketing, application development, marketing methods and permissions. Practical ability of the network in sports marketing when three similar shift manual gearbox, driving a car, both in mechanics.

Internet marketing is the same where you live, because it is a global market.

They do not have banner ads, because they are cheaper than print. In Facebook, because their children that they should be. If you start what you want for your site’s business focus and you concentrate all energy on helping to improve the preliminary results of this goal, Name of the Dong Xi you Keyi try, to see if they are how they work. Or you can look at things, said: “I do not see how it can help me achieve my goal. Now, if you ignore something, it is possible that they will actually become extremely important, and you ‘local employees realize that you made a mistake. but only the larger error is ignored, since you are overriding, or try to do everything hafway and accomplish nothing.

Network Marketing is not just large budget or the entire company’s IT department. We have developed in Newfoundland and Labrador website, then who can appear in more effective competitors excluded from the market itself. We can do the same for you, to establish an online presence to support your other. This allows you all the seamless integration of marketing activities, you become a better profit growth in your site shooting. With complete Internet marketing strategy and a strong web site design, your company has the potential to become a global player., Kok River, some in Newfoundland and Labrador, or any other parts of the world community, asking them to do, they can help your web site design, as a money-making machines effective. We believe that your answer in Lorne Park and associated companies will seek to get you.

Internet marketing is clear, the next question is usually, “Yes, but where I start?.” For new and existing customers a direct entry point. In the days passed, and when people want to find a business, they turned to the yellow pages. Today, your customers will find you on the Internet, if you are not there, they will turn to the next thing, they did find: 1,

Network Marketing is your competitor doing? How do your competitors in the domestic major search engine rankings? What kind of traffic from their own site? Use the right tools, this valuable information can be found in your competitors.: What is it your product or service for the customer to resolve or do not provide any good? In what ways you can best illustrate this advantage? Clear and consistent information on the positioning of your products in the market based on a solid understanding is very important to all offline and online marketing efforts.: How much money can you get customers and still make a profit? What is each customer, you get the value of life expectancy? This is the answer you need to determine the effectiveness of any network marketing program running on key issues.

Internet marketing is falling over themselves trying to shift dollars from offline to online marketing. I believe the idea is that network marketing will give them better to reduce the U.S. dollar in a tight economic returns. While it is certainly a solid strategy for mobile Internet, it pays to put it a little thought, the first: Verify your infrastructure. Offline dollars in your move to online, to ensure that you can actually use all of the online customer service. Do you have in place of? You can quickly adjust the landing page and website copy? No sense, if you put in to send visitors to a site, sucking money from online advertising. If you are from offline to online money like two weeks to generate a 5:1 return, reducing the Prozac and think twice to come back. The biggest mistake I see their budget, the company’s transformation, is that they think this is a line ‘run and do’ things. Marketers and their bosses think they can create a landing page or start a PPC campaign, and then forget about it for a month. And this cycle works in print or television, it will not work online. Line is highly, highly repetitive, and requires constant attention. So you save a lot of advertising money into the labor force.

Characteristics of network marketing is definitely a good start in the Internet market, but if you do not know how to drive traffic to your site, these things will be wasted.

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Internet marketing is just too numerous to mention in this article. If you access the Internet value-added services, web savvy, you will see how much of this marketing can increase your business type.

Network marketing is online marketing, network marketing, network marketing. Internet marketing is very important, but the madness of growth with social media, I strongly recommend listening skills is to know how to do twitter, Facebook and YouTube. Many marketing media, relying on the three to take home the bacon only. The building is a long list of network marketing, a necessary component of success. List building simply means that a user list, you can communicate regularly via e-mail. In order to start building a list, you first need to establish what is called a capture page. Pages, your visitors will be asked to provide some free gifts, to share their names and e-mail. It can be a free report, e-books, video or presentation software. Many merchants also offer free electronic can receive daily early bird tips and notifications.

In today’s competitive (and noise) market, we must combine all the right online marketing tools, to create a truly effective and comprehensive marketing program. All, of course, is up and around the central site, but to create opportunities, improve customer response, increased brand awareness, the site of the network through a comprehensive marketing strategy, including search engine optimization, PPC, social media tools to support marketing, and so on.

Linked network marketing ideas and technology and business strategy design, development, Internet advertising and marketing. Search engine marketing, email marketing, display advertising, affiliate marketing, display advertising, blog marketing, display advertising, viral marketing. Internet marketing is the media running along the different stages of customer engagement cycle through search engine marketing, search engine optimization in a specific site, e-mail marketing and Web 2, banner ads. Network marketing has become more and more organizations use to promote the network media key and very effective. ‘The establishment of a website’ or ‘promotion site’ is the foundation, but not the basis of network marketing.

Essence Versus Attribute – What is Marketing?

“The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”
Peter Drucker

Marketing. What is it? You hear the term used in a wide range of conversations: business, personal, and casual.

How do you define it? Pause and ponder a minute. Write the definition in your brain. Hold that thought and read on, because how you define marketing will define your small business.
Before I define what marketing is, let’s clarify what it’s NOT.

Marketing is NOT:

• Sales
• Public Relations
• Advertising
• Branding
• Messaging
• Management
• Communicating
• Networking

These preceding bullets are aspects of marketing, but ultimately, they are only means to your marketing ends. Think essence not attribute. The essence of marketing is the active and sustained process that delivers the product or service to your customer. An attribute, such as advertising, is a means to an end, but not the end. An attribute is a piece of the puzzle, but it does not complete the puzzle.

After working in corporate, high-technology marketing for over 20 years, I discovered that companies sometimes don’t realize just how powerful marketing is as a tool to sustain revenue and grow market share. Some small businesses see marketing as an afterthought used only in good times. Furthermore, many companies don’t understand that without marketing, sales engines don’t fire on all cylinders. When times get tough and the economy goes south, marketing is often the first victim of downsizing. In reality, marketing is both your best offense and defense to sustain and grow your business during either tough or good economic times.

When times are tough, that’s the time to expand and not contract your marketing efforts and budget. When your competition decreases their marketing, you should increase. When your competition decreases advertising, you should increase. When your competition is losing mind and market share, you should be growing mind and market share. When there is less media clutter, you should make your voice heard. When your competition is hiding in a fearful economic corner, waiting for the storm to blow over, that’s when you strike-and strike with aggressive determination.

Now back to defining marketing. The word marketing is often used, but rarely understood. The following definition comes from the American Marketing Association. It’s one of the best I’ve seen. It’s not too academic and ethereal, but instead drives to the core of what marketing means:

“Marketing is 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.”

Marketing is thus an ongoing, dynamic course of action that delivers the products and services your customers need-products that add value and offer sustainable benefits.4 Marketing is continual and not periodic. It’s a business lifestyle and mentality. We don’t “do” marketing when we feel like it; we LIVE marketing. It’s like breathing-it becomes second nature. Marketing is the active process you do every day in your business. Consistent response rather than periodic reaction is the key. If you make marketing into a continual, habitual process, then you don’t have to play catch up. Recurrent marketing activity gives your business momentum. In the long run, it saves you time, money, and energy.

Marketing Applied

Bottom line: marketing is a verb and not a noun!

For example, every day I try to generate at least one marketing activity. Some days it may be something small such as a phone call to a potential client or a content update to my Web site. Other days may be dedicated to marketing activities such as writing a press release, article, or a post on Twitter or Facebook. The point is this: be consistent and be active. Don’t let one day go by without doing at least one marketing activity. Let marketing become a habit.

Be active. For example, tell your story consistently and map out your press releases that fit your overall messaging; send out action-oriented e-mail newsletters on a regular basis; plan a long-term advertising strategy and stick to it; consistently contact your best customers; update your Web content and keywords. Marketing is thus an active process. An activity each day, whether large or small, builds up over time and becomes a habit that you initiate without thinking.

As a way of giving back to the community and keeping my “marketing mind” sharp and active, I teach a class called Principles of Marketing at a local university. I tell the students that marketing is simply the process and activity of delivering a product or service to the end customer.

On the far left you have the product, and on the far right you have the customer. The critical link between these two is marketing. It’s the process and activity of connecting, delivering, and communicating that product to the customer. It’s ongoing and should never stop. If marketing is taken out of the linear line, then the process stops. Marketing must always balance the center. No marketing equals no process. No marketing equals no activity.

Some companies mix marketing and sales together, as in, “Director of Sales and Marketing” or “VP of Sales and Marketing.” However, “What’s wrong with that?” you ask. It’s not really a question of morality; it’s a question of category and clarity. Marketing is at home with itself rather than sharing functions with other business departments. Sales is sales, and marketing is marketing. Both small businesses and large corporations are better off separating both functions. Sure, they work together and in many respects cannot function separately. However, since marketing covers such a wide umbrella of overall strategic business functions, it’s unfair to lump marketing with the core of other business tasks. Real marketing exists to support sales and provide the necessary tools to communicate product features, functions, and benefits to customers.

The following is a partial list of marketing action items any small business should include in their marketing process regimen:

• Write a press release.
• Update your Web site keywords.
• Update your Web site HTML title pages.
• Post a Twitter update.
• Post a Facebook update.
• Plan your monthly e-mail newsletter topics.
• Call a dormant/past customer.
• Call a current customer.
• Create a list of articles you could write for your Web content.
• Write an article.
• Speak at a meeting or event.
• Post a blog entry.
• Update your business plan.

So remember: think process and activity. Think essence and not attribute. Live the marketing lifestyle, and the process becomes second nature. Now take a few minutes to cover some of the following questions and action items. I am sure there other items you will think of yourself, but the point is to get you asking and thinking about how your small business approaches marketing. Feel free to ask either yourself or your employees some of the following questions. These are perfect for group discussions, so apply them in whatever context best fits your business model.

Questions and Action Items

1. How did you define marketing before you read this chapter?
2. After reading this chapter, did your understanding of marketing change? If so, why?
3. What do you think of the other definitions of marketing by Philip Kotler in the notes section?
4. What marketing activity did you engage in today?
5. Are your current marketing activities consistent or periodic?
6. Are your current marketing activities reactive or responsive?
7. If you could pick one marketing activity to complete this week, what would it be?

Understanding Marketing – An Overview of Strategies, Costs, Dangers and Risks

What is Marketing?

Marketing is a business discipline through which the targeted consumer is influenced to react positively to an offer. This can relate to the purchase of a product or a service, the joining of an organization, the endorsement of a candidate or ideology, the contribution or investment in a cause or company, or a variety of other choices of response.

The marketer can use a number of techniques to reach the consumer which can be based on artistic or scientific strategies, or a combination of the two.

Usually, the consumer is identified as a member of a particular segment of the populace, known as a market. For example, markets can be defined by age, income, area of residence, home value, interest, buying habits, industry or profession, etc., which facilitates and simplifies the marketing process. Knowing to whom the marketing effort is appealing greatly assists the marketer in developing appropriate language, reasoning and incentives to find success in its marketing efforts.

Choosing to target a particular market as opposed to the entire universe also greatly controls marketing expenditures but also may limit response. If anyone anywhere can be a customer, sales expectations may be higher but marketing costs will certainly also need to be higher as well with such a huge target as its goal.

To address this dilemma, more creative means of marketing are sometimes utilized to assist with marketing message delivery. If what is being marketed is considered newsworthy and of public interest, editorial coverage in the media can greatly assist marketing efforts. Since this usually is not reliant on major marketing funds other than what is needed to support the development, distribution, and yes, marketing of press releases to editors and publishers, the advantages of such publicity can be priceless, albeit usually miraculous on such a large scale.

Marketing is everywhere!

Everywhere we turn, everything we do is somehow connected to marketing, whether we have been induced to participate in some activity because of it or develop an interest in some idea as a result of it. Whether we realize it or not, there are personal, political or commercial agendas cloaked as news we read in the paper, behind the books, movies and music we experience as part of our culture, and within the confines of our stores and supermarkets where we shop. Of course, we easily recognize the blatant marketing efforts that reach us through direct mail, media advertising, and all over the Internet including the spam we receive ad nauseum. Marketing has become one of the most all-pervasive elements of life and we are fools if we do not question the validity or innocence of everything we read, see and hear.

Marketing is communication and education!

In order to be successful in business marketing, the customer must be reached in a variety of ways. First of all, not every customer gets the daily paper or listens to local radio. We have limited knowledge of which TV station they may watch, where they shop, what roads they travel or where they dine. Depending on what we are marketing, we may have to utilize a whole assortment of avenues of marketing to get their attention. And, if we reach them just once, that is hardly enough to make a lasting impression. Marketing is necessary on a repeated basis in a diverse number of ways in an ever-changing presentation to assure that every customer can relate to it in some way, learn what we are offering and understand how it can benefit them. To achieve long-term customer loyalty, the targeted consumer needs to be coddled into familiarity with what we are selling so they feel it is something they truly want as opposed to having it forced upon them as something they desperately need, only to find out later they were tricked!

Marketing Sounds Expensive!

Yes, marketing can get pricey particularly if it is done on a consistent basis. But in today’s world, we have marketing options we never had even twenty or thirty years ago. Now, instead of paying for expensive printing and postage to mail a brochure or postcard to a targeted consumer, we can utilize email marketing, website presentations or online banner ads to reach the same market, usually at a fraction of the cost. Today, instead of buying expensive print advertising, we can work on improving our website’s SEO (search engine optimization) – (something we can do for free, if we are so inclined) so that people in need of what we offer can find us through Internet searches, rather than our trying to find them at an astronomical expense.

What About Social Media Marketing?

In addition to alternative marketing options already mentioned, there is the latest craze for Facebook, Twitter, LinkedIn, and other incredibly popular social media where people, young and old, spend hours developing relationships with “friends” they may never have met or ever will meet. Yet they share intense secrets of their deepest thoughts and desires as well as actual photographic representations of the same which sometimes land people in trouble with the law, or at the very least, their employer, school or parents.

Whether social media marketing is a worthwhile endeavor for businesses remains to be seen since businesses rarely accumulate millions of followers the way celebrities do. But as a way for customers to interact with a business for which they may have developed a fondness cannot be disputed. Can this translate into more sales for the business? We’ll have to wait and see, while continuing to devote precious time to composing meaningful 140-character tweets and building a Facebook “persona” for the business. From this writer’s standpoint, the only worthwhile social medium for business is that of LinkedIn since it provides a serious platform on which to create a business résumé where anyone interested in your professional stature can quickly summarize your capabilities, experience and accomplishments.

Marketing Can Be Intuitive

Much of what becomes marketing strategy is based more on common sense than on some mysterious scientific formula. As we see on a daily basis in stock market gyrations as well as political leanings, the herd mentality rules. On any particular day, if the Japanese or European stock or bond markets are selling off for one reason or another, you can safely bet that the U.S. markets will follow suit. And in any political race, as we are witnessing in the U.S. presidential primaries, the more one candidate gains ground, baby step by baby step, the more likely that candidate will become the Party nominee. Today’s world is governed by a minute-by-minute opinion survey measured by the endlessly publicized polls where people see what other people are thinking and use those results to form their own opinions. Monkey see, monkey do. The same holds true for marketing.

If we are told that a certain brand of coffee is the leading brand in America, we will probably believe what we are told, assume it tastes best, perhaps buy it ourselves regardless of cost, and perhaps adopt it as our own favorite. All because we were told everyone else was doing it. Safety in numbers, as they say.

It is ironic that those who become successful marketers usually dwell on the outskirts of the herd, have a more astute grasp of mass psychology, and approach business and life in a more innovative, creative and unique way, a mindset they use to formulate the next marketing phenomenon. The world is made up of leaders and followers: a few choice leaders and a glut of followers. It takes a lot more gumption to become a leader than it does to join the herd. That’s why marketing is a profession based in psychological control by a choice few over the mindless masses who have no initiative or courage to decide for themselves.

What is the difference between marketing and selling?

Selling is one aspect of the greater process of marketing. Marketing begins long before the product or service is even ready to sell. Marketing encompasses the concept, naming, branding and promoting of the offer while selling is the much more individualized effort to convince a lead who has possibly responded to the marketing offer to make the purchase. You can’t have one without the other, at least not easily. Marketing is a process by which we strive to reach the final goal of making the sale. Without marketing, the sales process is extremely difficult because the entire onus of educating the consumer about the offer is on the shoulders of the sales representative. On the other hand, if marketing has been successful, the sales rep can waltz in knowing the consumer is well apprised of the offer and can work his magic to convert the prospect into a satisfied customer.

What are some of the instruments of marketing?

There are many ways to market an offer, some of which are expensive, and others of which can be free. The methods we use that cost us dearly may not work as well as some of those we receive as a gift. Among the costly ways are media advertising, direct mail, conference presentations, distribution of printed literature, online advertising, email marketing, etc. Of those that are free are efforts referred to as guerrilla marketing, which are things we do ourselves to spread the word, network and publicize what we are offering. This can include posting flyers on bulletin boards in supermarkets, libraries, delis, small shops, and government offices, etc. Every time we add a tag to our emails where people can click to go to our website, we are using guerrilla marketing at no cost. Making sure we are easily found in Internet searches through search engine optimization of our website or other online presence, is an excellent way to achieve free marketing. One way to do this is to register your company or organization on every possible free online directory in your industry, region or interest group which translates into exponential growth as time passes.

What is viral marketing?

Viral marketing (as it relates to the word “virus,” meaning contagious and capable of spreading) is another means of free promotion facilitated by shrewd decisions we can make to further our cause. The easiest way to define viral marketing is that which is communicated via “word-of-mouth.” Related to the herd mentality discussed above, if a friend or business acquaintance mentions a product or service in a favorable light, we will be much more inclined to remember it and check it out. This can happen in a business meeting, at a mall, at a soccer game or over lunch. However, since most of us spend so much time on the Internet, it can happen practically everywhere we turn by clicking on the “like” buttons on Facebook or the “1” button on Google, among others. These are our personal endorsements where we give a “thumbs up” to something we have experienced and want to share with our friends so they too can enjoy it. Getting your offerings out with such buttons attached can result in viral marketing in your favor.

Viral marketing can have powerful repercussions as experienced by one client with an online auto accessories store. Many of his customers frequent online special interest forums related to the model of car they drive where members discuss products they have installed and the source of their purchase, followed by a link to his referenced website. Such referrals are repeated in other ensuing discussions, multiplying the number of links back to his site, increasing the power of his SEO and catapulting him to the tops of Internet searches for what he sells. He paid nothing for this phenomenon of parlayed good fortune except the daily effort he consistently expends to offer top quality merchandise and equally excellent customer service.

Do you need marketing?

If you are in business, of course you do. While you can attempt to do as much of it as you can on your own, it is advised that you begin with a reliable base of professional name, logo, website and search engine optimization to get started on the right foot. From there, you can work on promotion via guerrilla marketing and seek professional marketing services as needed for special needs, like a strong, effective ad to run, the development of professional sales literature to distribute at an upcoming show, or a direct mail promotion to your list of repeat customers, for example. Some business people choose to handle their own taxes to save on the cost of using an accountant for such critical functions at the risk of getting audited. Likewise, you can certainly attempt to produce marketing tools yourself but for long-term branding purposes and best return on investment, it is advisable to leave marketing development to the professionals.

Key Elements to Successful Co-Marketing Lead Generation Campaigns

Many channel support programs on the market today really just involve providing free software, marketing collateral and sometimes low qualified leads. Few are really focused on helping partners to sell joint solutions effectively. Even fewer are focused on developing long-term co-marketing success with a demonstrable return on investment (ROI).

1. Introduction
Co-marketing is a practice that allows two or more companies to work together to drive sales opportunities that benefit all of the partners involved. A successful co-marketing campaign allows different companies to leverage the strengths of each partner to succeed in ways that each individual company cannot do alone.

One such example is IBM and Oracle, two large yet different IT companies with complementary products and services, who have been alliance partners for a variety of campaigns since 1986. The results of the collaboration between these companies are hardware platforms and application systems that work together to provide companies with reliable IT services. Personnel are trained on both IBM hardware and Oracle applications to efficiently operate and maintain mission critical systems for companies around the world. Sometimes the joint offering is promoted via direct sales staff from both companies, and sometimes through mid-market partners.

Co-marketing goes beyond marketing and channel support: it is a program that requires full participation and commitment from all parties involved to result in success.

2. Creating Co-Marketing Alliances
An effective alliance of partners is the primary concern in ensuring a successful co-marketing campaign. Each partner contributes to the relationship in a different way, and in some cases, three or more partners are needed to provide a robust, successful campaign.

2.1 Types of Co-Marketing Alliances
Every co-marketing partnership is different, but there are a few primary types of co-marketing alliances in the IT sector:

• One Large + One Small – In this scenario, a large company, such as IBM, may partner with a mid-market company that focuses on a specific niche market. IBM can take an existing IT product, tailor it to that specific niche industry, and the mid-market partner can leverage its own customer base plus the name recognition of IBM to market this tailored product.

• Two Large – Co-marketing campaigns don’t always have to include a large company and a small company. Two large companies with complementary product or service offerings can form alliances to develop a product that benefits the customer bases of both companies.

• Two Large + One Small – In this case, two large companies partner with a single mid-market company to drive leads to that company. For example, IBM and Oracle can form an alliance with a mid-market company who has developed a product that is complementary to IBM and Oracle’s offerings. IBM and Oracle can funnel leads to this mid-market partner from their own customer base, or assist the partner in driving and managing new joint sales opportunities by themselves.

The key to success in forming a co-marketing alliance is to bring together partners with complementary product or service offerings that are committed to each other’s success.

2.2 Engagement Models
The engagement model for the co-marketing alliance outlines how each partner will contribute to the overall alliance. In some cases, one company will generate leads then pass them to a partner to nurture. In other cases, each partner funds the campaign equally, and each generates leads from its own customer and marketing base. Some of the basic engagement models include:

• Large company generates leads, passes them to partners
• Large company provides marketing funding, partners develop and implement co-branded campaigns to generate leads
• Alliance partners co-fund campaign, all partners generate and share leads

The design of the engagement model depends on the types of companies involved in the alliance, the intended participation of each entity, and the goals of the campaign.

3. Keys to Successful Co-Marketing Campaigns
It can be difficult to design a marketing campaign with only one company involved; adding one or more partners can significantly complicate the design and execution of a campaign. By being aware of potential pitfalls, using the right resources, and instilling accountability in all partners, a co-marketing campaign can meet or exceed all expectations.

3.1 Overcoming Obstacles
One of the challenges is finding the right partners to form a co-marketing alliance. Many co-marketing campaigns occur naturally, when partners working together on other projects decide to initiate a new campaign together. However, in some cases a smaller company may have co-marketing campaign ideas that could involve a larger company, and may need assistance in approaching a larger company to form an alliance.

Some of the major obstacles that can be encountered in forming a co-marketing alliance include:

• “We don’t have the time/money.” – Many organizations may initially balk at the time, money, and personnel that are required to create a co-marketing campaign, without really understanding what really is required. Many co-marketing campaigns can actually save all of the partners time and money in the long run because efforts aren’t duplicated by each partner.

• “I don’t even know where to start.” – Organizations that have never developed a co-marketing campaign may feel intimidated by the process. One option is to work with an alliance partner that has significant expertise developing its own co-marketing alliances. Many larger companies have significant marketing experience and the in-house staff to adequately design and manage co-marketing campaigns.

Once an alliance has been formed, the design and execution of the marketing campaign can also contain many pitfalls, including:

• Poor Planning – Alliances that fail to plan are planning to fail. A successful co-marketing campaign requires integrated planning by all partners within the alliance at the very start of the design process.

• Misalignment with Partner Messages – A large partner could potentially force a smaller partner to conform to the large partner’s established messages, even if they don’t exactly align with the message that the smaller partner wants to portray.

• Not Using Available Tools – Each partner in a co-marketing campaign has their own resources that they can provide, whether it’s funding, personnel, or software tools. If one partner does not take advantage of the tools that the other partner has provided, then they reduce the overall value of the campaign.

• Overly Complex Messaging – Messaging between personnel and partners within a co-marketing campaign has to be tailored to each of the parties receiving data. For example, CFOs will want to stay on top of ROI figures for the campaign as a whole, while CIOs will focus on ROI for web and email efforts. C-level executives need big picture information while personnel executing the operations of the campaign need specific technical information targeted for their function.

• Lack of Lead Nurturing – The majority of leads that will be generated during any type of co-marketing campaign will be long term and will require a nurturing process. Treating these leads as one-time sales chances and avoiding building a relationship will result in failure. Lead nurturing also has to be performed by the right people. Leads generated by marketing personnel need to be passed to sales personnel who can follow up and nurture these leads. In a co-marketing alliance, these leads often have to be passed from one partner to another.

• Overwhelming Smaller Partners – A Common complaint from smaller partners is the “peak and trough” problems of running one-off campaigns that generate a high volume of leads quickly, and then nothing until the next campaign six months later. Partners are overwhelmed with the volume of leads initially, do not have the resources to follow up properly immediately, lose momentum with the leads, which is later followed by a trough.

• Lack of Sales Process Training – Smaller partner companies and their account managers may have unrealistically high expectations of leads. They consequently do not manage them through a formal sales process that enables the lead to progress naturally through specific stages of a standard sales process. In effect, they “blow” the lead by expecting it to close too early.

3.2 Using Third Party Agencies

For companies that have never been involved in a co-marketing campaign, it may be difficult to navigate the design and implementation process. Third party channel marketing agencies with experience facilitating co-marketing alliances can provide significant support in designing and implementing a co-marketing campaign, no matter what size your business is. Third party agencies that understand the complexities of multiple stakeholders can help cultivate the relationships between all of the co-marketing campaign partners. A third party agency can also:

• Improve marketing efforts through CRM integration, management training and marketing workshops
• Provide Service Level Agreements (SLA’s) that guarantee a certain level of pipeline
• Provide smaller partners with additional marketing support to bolster their marketing resources, and provide “hand-holding” through the process, reducing the footprint on partners
• Empower sales personnel through recruitment, training, and resources
• Create lead generation through multiple integrated tactics
• Cultivate customer loyalty through keep-in-touch activities, developing customer satisfaction surveys, “drip marketing” and creating customer panels

The bottom line is that a third party agency that specializes in developing co-marketing alliances can help guide businesses of any size through the process of developing and executing a co-marketing campaign and navigate the alliance partners around potential pitfalls. A third party agency can help to significantly improve the performance of a co-marketing campaign by facilitating communications, keeping all of the partners on track and providing the tools and resources needed to succeed.

3.3 Instilling Accountability
When working with one or more partners, it is vital to have an established system of communication and accountability. This will ensure that all parties know and understand what is expected of them, and task lists and timelines are clearly established and communicated to all team members.

One of the best ways to instil accountability right from the start of the project is to begin the alliance with an advance marketing workshop. This workshop, which involves all parties in the alliance, lays out the blueprint for the campaign and allows for consensus to be reached on all matters in campaign design and execution. This type of workshop should include:

• Determining the specific marketing tactics and mediums that will be leveraged as part of the marketing campaign
• Determining the specific engagement model between all parties in the co-marketing alliance
• Creating alignment between all marketing messages and all alliance partners so that a consistent message is promoted
• Developing targeted messaging and communication tailored to the needs of each recipient.

When all partners are at the same table, literally, from the start, the chances of success for the co-marketing campaign increases significantly.

Another tactic to instil accountability in each party is to engage people who have sales quotas. People who have specific sales goals or work on commission-based compensation models are more sensitive to the effectiveness of marketing methods, because they can see the results of success or failure in their numbers, or their pay checks. These employees are often more willing to be engaged with their counterparts across the alliance to make the partnership work.

Accountability should be three hundred and sixty degrees. Sometimes there could be four or more parties to a co-marketing campaign, e.g. Two strategic partners (e.g. IBM and Oracle)

Partner marketing team
Partner account management team
Product marketing team
A mid-market partner (e.g. Value Added Reseller)
A marketing agency
All parties should be held accountable for their commitment, co-operation and deliverables. There should be an all-round “partnership” relationship by all parties, rather than a “client-supplier” relationship that restricts honest feedback.

Finally, as part of the commitment to clear communication amongst partners, it is critical to identify, report, and manage key performance indicators (KPI), such as numbers of new customers and retention of existing customers, throughout the campaign. Identification of KPIs should take place during the initial design of the co-marketing campaign, but these numbers need to be communicated and acted upon as needed as the campaign plays out to maximize the performance of the campaign. Strategies need to be in place to react to KPI changes, whether positive or negative.

Becoming a Great Marketer: Invention vs. Upgrade

For background material to this article, we encourage you to first read “Viewpoint: The ‘invention illusion’ means new rarely is new” published last week on BBC News.

This week we’ll be presenting a model for identifying and reporting on inventions, innovations and the like. What makes something new, or can anything really be considered new at all?

Maybe any talk of inventions is mere fancy. Is it really truthful to say that anything today is really an invention? Maybe it is just a modification or update on a previous version? But as we will explain, it all has to do with a company’s willingness to benefit people in some new way. The innovation is in the new ways that this “old” invention can now benefit people.

Of foremost importance is to be truthful, especially in advertising. If this product doesn’t do what the marketers claim, then this is wrong. But if it does, then all the more so, the benefits should me made known to the world. But we need to keep things in the proper context, and not presume that these are new inventions exist without some history to them.

There is a question on what to do with those marketers who don’t want to admit the past? The best marketers are those that first make an admission (e.g. that this new product is just an updated version), but then proceed to details the reasons why it is still important to buy it. They are not pretending that this smartphone or tablet didn’t exist before in another form. The distinction is with regard to the anatomy of the upgrade, and how these new features can better peoples’ lives.

MARKETERS CAN BE TRUTHFUL

We need then a revolution of good, truthful marketers. While every marketer says they have something to say, the public increasingly only wants to listen to the truthful ones. People are tired of the false claims and promises. Instead, we’d all rather listen to truthful statements from people we trust. These marketers are also some of the most connected people you’ll ever meet. Not connected in terms of having large followings, but connected in that they are a people person among marketers. They really care about steering people in the right direction. The question then is not whether there is innovation, but rather which marketers should I listen to? Which ones are saying innovations that ring true? There is a famous marketer that once titled a book “all marketers are liars.” He later recanted, and amended it to read that “all marketers tell stories.” As we will explain, the first statement was probably a better start. But instead of how it was written, we would have worded it is “all marketers either tell the truth, or the opposite… “.

Marketers that don’t acknowledge the past are also extremely forceful in their claims. Aside from being untruthful, this forcefulness also tends to push people away. Another factor that pushes people away is pride. If a marketer thinks of themselves to be the best, even if their claims are truthful, their advice is still seen as something pushy. They should never think of themselves as being these great marketers. The moment they think themselves to be great is also the moment when they think of themselves as some innovation. They, like the products they market, should focus on the benefits. How they are benefiting others. Similar to smartphones, tablets, etc… they are not the first marketer to have ever existed on the planet.

MAVENS, SALESMEN AND CONNECTORS

There are three things needed to become a great marketer:

The first is that they are always keeping their eyes open to good stories (like a photographer who goes around with their camera). This is what people call an intuitive marketer. Not simply that they have smarts, but they intuitively sense what’s going on in the world. This is what Malcolm Gladwell refers to in The Tipping Point as the Mavens:

“Mavens are “information specialists”, or “people we rely upon to connect us with new information.” They accumulate knowledge and know how to share it with others.”(Wikipedia)

The second is that a marketer should be a happy, friendly person. Someone that people are naturally attracted to. This is what Gladwell calls the Salesmen:

“Salesmen are ‘persuaders’, charismatic people with powerful negotiation skills. They tend to have an indefinable trait that goes beyond what they say, which makes others want to agree with them.” (ibid)

The third is that the marketer acts quickly and in a proper way. He sees a news story, and he writes or speaks about it. His take on the story should be quick because he has a readership waiting to hear and benefit from what he has to say. But his take should not be too hurried as to be inaccurate. Both speed and accuracy are needed. Gladwell calls this third quality Connectors:

“Connectors, are the people in a community who know large numbers of people and who are in the habit of making introductions. A connector is essentially the social equivalent of a computer network hub. They are people who ‘link us up with the world… people with a special gift for bringing the world together.'”

What then is a great marketer? The first is be truthful. To tell the truth, and tell it with alacrity. But in order to stay great, a marketer also can’t be swayed by public opinion. If he listens to the crowd, this will affect his very ability to judge stories intuitively. Even the best marketer can be swayed by voices in the crowd.

Keeping one’s eyes open to discover stories also means seeing the right things. But being swayed can also occur when a person receives praise. Even if the entire world tells you that you are a great marketer, you should view yourself as the worst. Great marketers need to be able to withstand this test. Not to accept praise for then his intuition will be lost.

A SENSE FOR GOOD STORIES

Once he looks at the particulars of the upgrade, new version, etc… the great marketer then knows how to make sense of it. While his eyes are open to this story, so are thousands of others. What makes his take on the story any different or better than everyone else? What stands him apart from the rest of his fellow marketers, journalists and pundits?

Aside from developing his own perspective over time, the great marketer has learned how to ignore a great deal as well. He has learned not to be swayed by the voiced in the crowd. By separating himself from the myriad of opinion, he also feels certain that he has the best take on the situation. From his unique vantage point, he moves forward to respond to the story.

If the story is not a good story, then he doesn’t write or speak about it at all. The reason is simply because the story was faulty in some way. A great marketer has trained himself to only respond to those stories that have real merit to them. Maybe other marketers should speak about it, or maybe no other marketer should. Either someone else should write about it, or no one else should. In either case, the great marketer passes on those stories that don’t have long-lasting merit. This is also the reason why we didn’t find “all marketers tell stories” is a compelling remake. The fact that marketers “tell stories” is not the innovation here. What makes a great marketer so unique is that they can sense which are the good stories to tell.

A good marketer has a sense about what really is an innovation or new invention worth talking about. While it’s hard to push away stories that we see, this is the test of a great marketer. Whether or not he will act on his intuition, or be swayed by some external factor. His primary motivation should be whether this story will have a lasting, beneficial impact on people; or whether this is just something fleeting. This is what Gladwell calls the Stickiness Factor: “The specific content of a message that renders its impact memorable.” (ibid.)

GREAT MARKETER, GREAT RESPONSIBILITY

The main point of this discussion is that a great marketer should go about with open eyes, looking for stories to write about. While looking for stories, he should also be sensitive to those stories that try to “cheat” you into thinking that they are something new. The real test is to spot stories that really add something of new benefit; even if the actual product is just an update of the previous version.

Let’s end with a story (yes a good story) about what it means to speak honestly in a public realm We’ll call these two people Tom and Sam.

Tom stole a very great sum of money from Sam, so Sam sued Tom. As a defense, Tom claimed that he had returned the money already. They came to the courthouse, and Tom was required to make an oath that he already returned the money. Before he took the oath, he handed his staff to Sam the plaintiff. Now inside the cane, Tom had put all the money that he owed Sam. After he swore that he had returned all the money, he took the cane back. But luckily enough, Sam was so angry that Tom had lied that he took the cane and threw it down to the ground. The force of the impact caused the cane to break, and all the money spilled out. Thus it was revealed that Tom had lied all along, and made the oath while Sam was holding the money. From this we learn that it’s not enough to just make an oath. It also needs to be made free of any trickery as well.

Being a great marketer means being truthful, but it also entails being free of any trickery. Perhaps the best way to prevent trickery is by realizing that being a great marketers, entails great responsibility. They have to feel like they can respond to the story in a way that no one else can. Because of their gifts for intuition, they are obligated to share their thoughts on the matter. They have to feel like their eyes are the ones most open to it. The first step is not to be swayed by false and pretentious stories. But once worthwhile stories are recognized, he should immediately write about them. The story takes his name, he is the one who “broke” the story.

The lesson from our story of Tom and Sam is that Sam revealed the true nature of the cane. At first, we may have thought that this cane belonged to Tom. But by “breaking the story” (literally), Sam revealed that really the substantial worth of this cane belonged to his all along.

All too often we see news of new products, new developments in the world, and we think that this “cane” belongs to someone else. In reality, though, it may be that this person is just holding onto the outside. Maybe the cache inside is left hidden for the great marketers among us to reveal. Maybe the greatest discovery behind this object is just waiting for this marketer to come.

The main thing is that great marketers be sensitive to deceit and falsehood, while keeping their eyes wide open. To separate from falsehood, but also learn to take on the responsibility to write and speak about those stories worth mentioning.

FURTHER ELUCIDATION ACCORDING TO JEWISH SOURCES:

“INVENTION VS. UPGRADE” SECTION:

“Keep far away from anything false.” [Exodus 23:7]

While the context of this statement was said with regard to the judges of Israel, perhaps no quality is as central to task of a great marketer as truthfulness. The greater marketers distance themselves from speaking words that are untrue, the more people will want to listen to what they have to say.

This sentence in the Torah continues “Do not kill an innocent righteous man, for I will not acquit a wicked person.” Then the following sentence, “Do no accept bribery, for bribery blinds the clear-sighted and perverts the words of justice.” [Exodus 23:8] In addition to the attribute of truthfulness, these two other statements also relate to marketers.

When we begin looking for metaphors to explain Torah concepts, we look for those terms and phrases that seem a close approximation to the original. While nothing will match up 100%, by translating Torah messages into common-day vernacular, we are showing a creative way to relate to the text. While technically speaking, the Torah is only speaking about judges, by broadening our discussion to include the field of marketing, it gives us an added perspective on what the judges of Israel really stood for.

The Gemara brings thirteen explanations for the statement “Keep far away from anything false,” corresponding to the Thirteen Attributes of Mercy. This command is a general one that includes all the particular precepts explained in the Torah. This is why we explained that when anything “new” arises (like with a new case presented to a judge), the first thing a marketer should look for is how it benefits the public. “Mercy” also means to be compassionate.

“MARKETERS CAN BE TRUTHFUL” SECTION:

As we mentioned, judgements need to be adjudicated from a point of truth. Everything a judge does must come from truth. In addition to our statement to separate from anything false, we have another connected verse, “Justice, justice you shall pursue.” [Deuteronomy 16:20]

Let’s first start by explaining the full nature of our verse, “Keep far away from anything false. Do not kill an innocent righteous man, for I will not acquit a wicked person.” How does Rashi explain this?

“From where do we derive [that in a case] where one has left the court after having been convicted and a person says: ‘I have evidence to suggest his innocence!’ that we bring him (the defendant) back? Because the Torah states (addressing the court) “Do not kill an innocent man.”

And although he may not be a righteous man for he has not yet been acquitted in court, nevertheless he is innocent from a death verdict for you must try to vindicate him. And from where do we derive [that in a case] where one has left the court after having been found innocent, a person says: ‘I have evidence to suggest his guilt,’ that we do not bring him back to court? Because the Torah states: Do not kill a righteous person!”

What is the reason that great marketers should also be optimistic in their explorations? We based our reasoning on this discussion. The “new evidence” on the scene is like a new product announcement, or a story breaking the news. The first thing a great marketer should look at is whether this information further supports the credibility of the previous version or not.

The opposite extreme is actually as this verse states, maybe this new product is a “smartphone killer” or a “printed book killer,” etc… But if people found smartphones or printed books to be worthwhile (i.e. innocent or clean) in the past, there is no mitzvah to find them guilty now. Instead, marketers should only accept new evidence if it further develops the prior version.

What does it mean to be “righteous” in this context? It means that if people find these things worthwhile and beneficial, why should I try to come and “kill” it for them? If anything, the marketer should help to further develop the concept along. As we explained in our Apple Turnaround Series, eventually people should be able to experience “apps” without the iPad; but that still doesn’t give us the right to “kill” iPads for the millions who currently use them.

What’s most important for a tzaddik (righteous) person is that he always considers himself as if he’s a rasha (wicked). Why is this? Because once he starts thinking himself to be righteous, then he loses all that he has gained through his service. We related this to the marketers who turn themselves into products (i.e. a product of their own self-worship).

A person shouldn’t say in his heart that “Hashem has given me good because I am a tzaddik.” This is like the great marketer who thinks that he has been given this privilege for some reason. As we explained, a person’s talents need to be put into the proper context. While marketers realize that there were many marketers before them, a tzaddik should see that his merits come as a result of the merit of previous generations, or some other reason.

We can also now explain our choice of the subtitle “Invention vs. Upgrade.” When a judge first decides whether to weigh in on a case presented to him, his first question is whether this is something new. Meaning, is this really a new case at all? Maybe it’s just new evidence brought after the fact?

If the judge (or marketer) sees this story as an “upgrade,” then as we said, the consideration becomes whether this new information further establishes the innocence of the previous version. The judge is not allowed to find someone guilty after they have been freed. So too, when millions have weighed in on the iPad and now hold one in their hands, a marketer shouldn’t come and simply discredit the whole notion of iPads or tablet computing.

As we will explain later, the real question is whether the judge should weigh in on the case at all. Even though the case is something new, does it have merit enough to adjudicate on it? This is like a marketer who simply passes by new stories because they lack some merit to them. For marketers, the greatest merit a story can have is that it provides some lasting benefit to people. While for a judge, in addition to separating from falsehood, they are also instructed by the verse, “Justice, justice you shall pursue.” Meaning, that if a case comes their way that could further justice, then perhaps the judge is obligated to take the case on. Especially if they are the most appropriate or fitting one to rule over the case.

“MAVENS, SALESMEN, CONNECTORS” SECTION:

What’s different about our take on “Mavens,” “Salesmen” and “Connectors”? According to the Ba’al Shem Tov, founder of the Chassidic movement, these three modes of conduct prevent a person from becoming full of themselves. As mentioned in the article, it is the feeling of lowness that keeps a great marketer great.

The first level is the ability to always walk around with open eyes. While the photographer takes along a camera wherever they go, the marketers is always looking for a good story. But essential to the success at this stage is being sensitive to the needs of others. What story can the marketers write about better perhaps than anyone else? This is like the judge who agrees to take on a case because he desires to fulfill the command “justice, justice you shall pursue.” Just like a judge realizes that he is most capable to rule on a case, so too our marketer feels the same about some breaking story.

The second level is the Salesmen. The Ba’al Shem Tov explains this is a person that is always happy. Why is he happy? Because he see that what transpires during his activities is the result of Divine Providence (Hashgocha Pratis) from heaven. Because he is outside much of the day, he experiences “chance encounters” (i.e. revealed Divine Providence) more than others. It is in lieu of this that he is happy. The fact that people like to be around him is the result or effect. But the reason for the happiness is because he is always “listening” for a good story to unfold.

What is a Connector? The Ba’al Shem Tov uses the term “Deliberate Agility”. The marketer has to always be on the move doing things. He is focused, but he also doesn’t tarry when presented with some task to complete. This also relates to a judge. When a case is presented to him, and he agrees to rule on it, his ruling should be swift in coming. While the ruling needs to be precise and exacting, he also shouldn’t delay it unnecessarily. So too the quality that makes a marketer a “Connector” is their ability to respond swiftly and accurately to things they see. But in both instances, these quick rulings need to be carried out with great appropriateness and respect.

“A SENSE FOR GOOD STORIES” SECTION:

Now that we have spoken about keeping far away from anything false, we now can move to the next sentence in the Torah: “Do not accept bribery, for bribery blinds the clear-sighted, and perverts the words of justice.” [Exodus 23:8) and Rashi there “Do not accept bribery. Even if you intend to judge truthfully. And it is certainly [prohibited when you take a bribe] to pervert justice. For regarding the perversion of justice it has already been stated: “Do not distort justice!” Blinds the clear-sighted. Even if he is wise in the Torah and takes a bribe, his mind will ultimately become muddled and he will forget his learning and the light of his eyes will dim… ”

Why is it so important not to listen to the “voices in the crowd”? Because this affects one’s ability to stay clear-sighted and respond to stories appropriately. Like the judge who mustn’t accept bribes, it’s imperative for great marketers not to be swayed by public opinion, prestige, etc…

To be a “Maven” or “open-eyed” means first and foremost not to accept bribery. This can come in the form of actual money, or in many instances, from the praises and public admiration heaped upon great marketers or judges. In order to stay clear-sighted, however, it is imperative that these voices not affect one’s ability to market or judge appropriately. The Tanya of Rabbi Schneur Zalman of Liadi begins with this quote from the Talmud: “Even if the whole world says to you that you are a tzaddik (righteous), consider yourself similar to a rasha (wicked) person.” Meaning, a person should never feel themselves above the effects of bribery or other sins. In order to stay clear-sighted, to judge or market truthfully and intuitively, a person should distance themselves from any form of false flattery.

What about when a marketer does weigh in on the story? This is like a judge who senses something wrong with the case. Perhaps the witnesses are lying; or the one bringing the case is instructing the witnesses to say certain things; or the judge senses something else wrong, but the reason is hidden from him. In all these instances, the judge removes himself from ruling because of the injunction to keep far away from falseness. We explained this as a marketer who has a sense for which stories have true and lasting benefit. Every day there are hundreds of press releases and new stories coming out. The astute marketer will know which ones have real merit to them. Which are truly unique and worthwhile to weigh in on, and which seem like something worthwhile, but really are lacking in some way. As we mentioned in the article, this is what Gladwell calls the “Stickiness Factor.”

“GREAT MARKETER, GREAT RESPONSIBILITY” SECTION:

The first mitzvah, the first of the three categories we mentioned from the Ba’al Shem Tov, is to always keep your eyes open. An essential part of attaining this quality is though being sensitive to trickery, as with the judge who sense something awry in a potential case, or the marketer who senses something lacking in a breaking story. While the entire Tanya teaches us to distance ourselves from trickery, there is one thing that is good and praiseworthy to trick: our evil inclination. Every person has a good inclination and an evil inclination. Just as a person is open to seeing truth, so too should each person be open to know how to trick their evil inclination.

While it is praiseworthy to try and outmaneuver our evil inclination, usually it is the evil inclination telling us that we are a tzaddik. This is why we titled this section “Great Marketer, Great Responsibility.” Like the judge who sees the responsibility to either accept (“justice, justice you shall pursue”) or step away from (“keep far away from anything false”) a case, the marketer needs to keep this in mind as well. By seeing themselves as a public figure vested with responsibility, this will help them to counteract the claims of their evil inclination that they are a great marketer, etc…

The story that we mentioned at the end is called the “Staff of Rabba.” The Ben Ish Chai asks why should the story be called in the name of the judge who ruled on it, and not on the trickster in the story (“Tom”)? Although there is much to say about this story, the basic answer is that Rabba should have known that something was amiss. When “Tom” handed his cane to “Sam” instead of simply putting it on the ground, Rabba should have realized that there was something valuable inside this otherwise ordinary looking cane. This is why we explained that the marketer (or journalist) who first breaks the story also becomes synonymous with it. The story is known as the “Cane of Rabba” because Rabba was expected to notice the particulars of the story. So too, a marketer who first breaks a story, was perhaps most sensitive to the inner details than millions of others. This was a creative, positive spin on this episode in line with the teaching that a person shouldn’t rule on a matter of Jewish law unless he has first faltered on it in some way.

What have we seen thus far? That a person should go about with open eyes, but also be sensitive to forms of trickery. This includes most of all not being tricked oneself by one’s own evil inclination.

Excerpted and adapted from the weekly shiur given 28 Shevat 5773 from Harav Yitzchak Ginsburgh.

We read the news. See something interesting. Then move on to the next story. Wait a minute. There’s something missing with this. We help you get back to Point A. What drew millions to these stories to begin with, and how can companies continuously draw people back? In other words: How do you stay exciting?

There’s a reason why people like one thing over another. It comes down to concept. While the product may change many times, if people connect with the concept, then no matter what version or upgrade or service level you release-people will come back.

What does it mean to connect (Facebook), follow (Twitter) or link (LinkedIn) with someone? Why do so many people like smart phones and tablets? Bottled water companies don’t own the trademark on “pure” and smart phone makers don’t own the trademark on “communication.” But by staying true to the idea, they can show that they are vested in the pursuit of knowledge. The continual development and progression of ideas.

21 Top Marketing Mistakes Small Business Owners Make

The analogy between marketing and a business is similar to the relationship of body and food. Marketing is the heart of the business. Every business is different so each business has to offer marketing and development, which fits each unique business’s need. There are many ways of developing and marketing for any business, but first let’s find the true concept and definition of marketing.

Marketing definition:

“Marketing is 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”.

1- Thinking advertising is marketing:

The biggest mistake most of the business owners make is to think advertising and spending money is the only marketing way exist. This group only focuses on advertising, which when the desire result is not achieved at the end of the month, they complain of how much money they wasted away. Advertisement is merely one of many ways of marketing.

2- You don’t enjoy what you do:

As stated above Marketing has many ways and approaches. The main marketing for your business is to love what you do. Nothing is better than your “Love what you do” attitude since it brings out your creativity, shows your talent and tells everyone how devoted you are to your business. Your daily positive attitude defines the successful future of your business. The love of your business construe in your daily interaction with new clients, employee’s moral and making important and effective marketing decisions. To be a good marketer for your business, first rule is your love for what you do.

3- Don’t have a good business plan:

What is business plan?

“A written document describing the nature of the business, the sales and marketing strategy, and the financial background, and containing a projected profit and loss statement”.

Having a business plan is like having a map. Many businesses start their business ignoring this very effective tool and get lost in the middle of the road. Every business plan states the exact details of the business’s concept and outlines clearly the marketing strategies, profit and loss, demographic, place of business, finances and targeted niche market. In order to make a solid business plan:

A) Know your business inside and out

Knowledge of your business is important to know the answer to all the categories of business plan. If you do not know the concept of your product or service, business plan and the pillar of your business does not exist.

B) Study, analyze and scrutinize

When you know the back and forth of every detail in your business, you can access all the required information needed to project your business in a business plan. In order to access all this information you need to study, analyze and scrutinize every file and information in libraries, city records and valid informative site on the Internet.

C) Print it and have it accessible

When you put all the info together and created your fully detailed business plan, print a copy and keep a file handy and accessible.

Your projected analysis for the business works as a map to your success. Don’t drive to an unknown destination, not having a map on hand.

4- Don’t have any plans:

Marketing and developing its strategy is vital for every business. Marketing works as fertilizer to boost the lawn of your business. Even more importantly, marketing acts like sun to shed light and direction to your business for finding leads for the potential clients. Marketing is like having your open sign on in the dark street. I think I emphasized enough and you understood how important marketing is for any business, small or large.

5- Not analyzing the market for correct pricing.

Every business offers products or services. Then producing and providing the products and services involves certain cost and fees. Setting the price according to the market is very important and cause for a major failure for small businesses if done without market awareness. The root and source to find a perfect price is your business plan. It is necessary for every small business owner to investigate:

A) The demographic income of the targeted niche and audience:

The business plan states the average income of the targeted audience and the niche market. Set prices based on the factual statistic and spending ability of potential clients.

B) Market needs and economy balance:

An involved business owner is always aware of the market needs and the economy balance. Based on your niche market, be on top of the factors of change in economy that can impact your client’s ability to spend. If you deal with bankers and investors, keep up with stock market news and its daily changes and adjust your prices regularly.

C) Competitive market prices:

A business person is always on a lookout for its competitors and is aware of their side of story. It is necessary to know your competitors and adjust your prices based on their offering and similar services.

D) Demand of the product or service:

Investigate the demand before putting the price tag on your product and service. You can find this information through the data in your business plan. Balance your prices based on the market demands;

If you projecting a good volume of sale, price it lower than competitors.
If the demand is lower and the project of volume is slow, price higher to accommodate the distance between each sale.
E) Uniqueness of the product or service:

A unique product and service in the market attracts more attention. Price it higher than other regular products.

F) Acceptable profit margin range in the area:

Profit margin’s acceptability is always decided based on the market and economy as well as the market demand for the product.

Consider a big city. If you have a product or service that is unique, but projecting a high volume of demand, based on the economy and your targeted niche, the profit margin should set higher than normal.
In a small community, If you are investing on a product with limited demand, go conservative on your profit margin.
6- Not having any budget

Many small business owners make a big mistake and do not place any budget for daily, monthly or yearly marketing plans. Whatever the profit and loss data projects on your business, it must include certain amount of budget for marketing plans that are realistic and traceable. Unfortunately small business owners mostly have no budget and deduct the cost of marketing plans from their profit data. This particular budget assignment is very effective in the future of business growth. Increase the marketing budget with business slowly reaching the peak of demands for your product and services.

7- Spending money on non-traceable ads

As the market changes, so as the marketing plan, pricing and target audience. Invest and assign marketing plans that are traceable. Traceable marketing means follow-up charts to analyze data.

The worst mistake of marketing is to spend money on a plan that cannot be traced and measured. This marketing mistake is wasting money or in other terms is shooting in the dark.

8- Do not trace the result

Many businesses have assigned a budget for the traceable marketing plan but sadly do not follow-up on the result and do not trace it. This is just the same as spending wasteful money on non-traceable.

9- Think in a closed box:

Each business is unique. Even if the business offers a same product as other business few streets down the road, the two are still unique and different in many ways. The biggest mistake small business owners make is to follow other businesses’ footsteps. Marketing and its strategies should not have any limitation. Think of marketing out side of the box and do not limit the marketing strategies to a cliché approach others do. Be creative and design a plan unique and suitable for the very business.

10- Don’t know what plans to set:

Everyone is familiar with the word marketing. The first conversation when opening a new enterprise is “Lets do marketing!” But do we all really realize the core meaning of it?

I compare marketing strategies and its unique approach to our fingerprints, which is distinctive. Many understand the word marketing but are not familiar with how to set the strategy and the game planning related to the business.

It is a big mistake not knowing how to set the strategies while being fully aware of marketing important role in the business. Since setting the marketing plan requires research, analysis and knowledge of he market, hire a professional researcher and marketer to create the necessary game plan.

11- Assuming the product or service will sell itself:

One of the biggest marketing mistakes is to assume your product or service is going to sell itself. This assumption is misleadingly translating marketing into advertisement. I have met many small business owners who declared that quote-to-quote “I don’t spend money on the marketing, to me I only rely on word of mouth”.

Word Of Mouth is the strongest way of marketing. So what this small business owner was under impression that he does not do any marketing because he thought marketing was spending money on advertisement. So he was counting on the most effective marketing, the word of mouth. Word of mouth consists of two factors:

A) Product or service:

People have to like the product or service to continue talk about it and refer their friends.

B) Customer service

Another major difference between businesses is the level of customer service. I didn’t say the level of good or bad. What I mean is each business owner or employee that has been fully trained to look after a client as a customer service has his or her own charm. This specific charisma and character make the business unique to others and is a major influence for word of mouth.

Let me give you an example of how powerful the word of mouth and spreading the word is to any business. While ago, I worked as a junior manager in an up-scale restaurant. The general manager identified his target niche as young professionals in downtown area. So he hand-picked few employees in the same age range as the targeted niche to use public transportation and talk about the restaurant among each other. His decision, although was not directly traceable, but yet had an amazing effect. How did I analyse the result and witness the proof?

The restaurant offered comment cards, asking “How you hear about us?” and many without any surprise responded via word of mouth in public transportation.

Even if the business owner is avoiding any advertisement cost, they still rely on spread of word about their service and product via the community and the word of mouth marketing.

12- Don’t know the target audience:

To plan and set a marketing strategy, any small business has to have a direct target niche as an audience. Analyze everything about the niche audience. The list certainly is not limited to the audience’s income, age, interest ratio to the product, sex, education, commitment ratio and their loyalty.

13- Don’t know the competition:

The best way to analyze the market is to get familiar with the competition and rivals. It might sound cliché but as the Godfather movie suggested, “Keep you enemy close”. Or if I may rephrase ” Keep your competition close and be aware of their moves”.

This is especially important for small business owners in small community to have a good relationship with other competition. To share my experience in the same restaurant I used to manage, the general manager always encouraged me to go to other local restaurants and dine. He even offered to pay the bill. All I had to do was to analyze everything from the greeting, staff knowledge, manager’s presence, client’s relation and the overall quality. My report helped him to understand his competition strengths and weaknesses.

14- Hiring wrong person to do marketing:

Many small business owners out of desperation and lack of networking, hire wrong people to do their marketing. As we said earlier, every business has unique offering and services so must focus on unique planning for its marketing strategies.

It is the small business owner’s responsibility to hire a professional firm who can relate to the business’s need and offerings.

A good reputable marketing firm whose focus is to promote books and authors in not a good fit for a small local bistro.

15- Underestimate the value of existing clients:

A good businessperson always knows the value of the existing clients;

The best way of follow-up with the existing clients is to create informative data about them. Many small business owners lack this very important source of information. To avoid this mistake, keep a record of every client’s information. If the information requires certain personal data, keep it in a safe and secure place.

A client whom already has experienced your product and service knows about the quality of it. Always do follow-up calls and do not be afraid to ask how they liked the product or service. Even if the client responses back with dissatisfaction is a perfect opportunity for the business owner to fix the problem.

Gain a new customer is costly. I am gong to explain this by an example:

“Nancy enters Joe’s café because of a coupon she found in a local magazine offering 10% discount. She solely relies on a menu attraction, prices, quality of the food and customer service. Joe the owner spent lots of money and time for marketing after analyzing the community needs, price affordability and the targeted niche market.

Joe has three ways to collect emails or phone calls for follow back:

A) placing a note pad in front of the cashier’s desk asking new clients to write email or contact info for special promos.

B) Placing a glass bowl by the cashier’s desk offering the weekly draw of free lunch from dropped business cards.

C) Offering comment cards and asking for contact info.

Joe has three ways to accumulate client’s information and follow-up with them. So everyday he goes through all the information and creates a secure data.

Nancy finds the place charming and the food great but not a good customer service. It is Joe’s responsibility to follow-up and gain back Nancy’s business once again to avoid spending all the money and time all over to attract another new client.”

Existing clients are the perfect way to promote every business. Send special offering, communicate with them and even ask them to share your business with their friends. Respect the boundary between proper communication and spamming.

16- Not offering giveaways and novelty items:

One of the most effective ways to attract clients is to giveaway your product or service for free.

A) Test run: Offer a monthly test run of your product and service and giveaway a free sampler. People love to get samplers. It gives them information about your business and its quality.

B) Propose monthly contest: Proffer a monthly contest and giveaway prizes based on participating in your business. People love contest and it excites them to know they can win something. If it didn’t work, Lottery and Casinos didn’t exist.

C) Give out novelties like mugs, pen, key chain, notepad, calculator, shirts and hats with the business information printed on it.

17-Wrong niche:

As a business owner recognizing correct niche market target is necessary for further marketing planning and budget assignment.

To explain this better lets picture a shoe store that carries high-end fashion shoes for women. The first thing that comes into the mind, high-end fashion niche is only younger generation and teenagers. A good business owner will explore the possibilities to analyze further more into the data from business plan to understand the local community needs.

If selling high-end, then its higher quality and higher prices. A teenager on a student living budget cannot be a direct and only target niche. So the correct niche is a professional and higher income spender who is more interested in quality without considering the price tag.

This example clears how a business owner distinguishes the certain target audience by analyzing the local market data from business plan. With enough knowledge in market research, the business owner avoids wasting the marketing budget on a wrong niche.

18-Not participating in community:

“Every big things has small beginning”

Regardless of the geographical target of any business, whether global or corner store in a small village, it all begins with local community.

Who are the first people you would share news with in your everyday life? Family and friends are the strongest link to marketing and spreading the word. It starts from friends and family and spreads to their friends and family and before you know it, is a snowball effect and cumulative.

The local community is the test run before spending a time and money on a dead-end marketing plan.

19- Do not own an informative and representative website:

Internet plays a great deal of connection in people’s life everyday. Many customers use the Internet to search and review local businesses. No matter what kind of business, it requires an informative and user-friendly website. A good business website is a gateway that welcomes customers to enter and experience the business offering.

Many small business owners making mistake and assume their line of business does not need a website. With daily development of technology, people get more connected via Internet and do their shopping online. Search engines get stronger everyday by developing codes and programs to bring up the exact and precise inquiry.

20- Do not appreciate the value of the Internet:

With a vastly growing competition on the Internet and the increase in demand for business development, simply having a website that offer information is not enough. Popular search engines are only producing websites in their search result, which have better ranking. Many small business owners simply making a big mistake by avoiding the presence on the Internet and ignore the growing highway to success. Every business must have an informative website and optimizes the business on search engines, social media and popular relevant forums. This subject of Internet marketing and its highly effective marketing plans is a lot of subject to cover in this article.

21- Expecting too much in short time:

Do not expect too much in a short time. There is always cause and effect but it requires proper time period to produce best effect. A seed needs time to open the surface and grow to a strong tree. But it requires water and good fertilization. Marketing is the water and fertilization to the business. It takes time for a good marketing plan to spread the roots and make a strong holding ground.

“Rome was not built in a day”

It took generations and much hard work of skilled engineers, planning and proper budgeting to build the mega city of Rome.

Can you hold a roof without building the pillars and the walls?

Marketing is the pillar of the business. Without marketing and planning, business lacks a foundation.

Many business owners place the marketing and development in their last page when the business opens its door to the public. Marketing starts when the business idea takes shape. It begins before the business is even called a business. Avoid making marketing mistake and start your marketing with knowledge and strategy.

Marketing is the heart of every business and keeps the health of the company in balance. But treat the heart right. Eating healthy, exercise and lack of stress are keeping the heart healthy to beat the life into our body. Practicing and implementing the right marketing strategies keep the business in shape. Don’t make mistake if you had a good run. Many small business owners get too excited for this temporary beat of recognition and look at it as everlasting. To keep a good balance in business, marketing and planning should match the flow of the business. Increase your strategies as your business grows and increases.

Marketing is the pillar of every business and is the only foundation to go further, faster. Imagine a boat with no engine crossing the Atlantic. The marketing to a business resembles the engine to a boat. The planning and strategy of the marketing to the business is the safety gear of the boat that keeps it balance and not to tip over.

The Contribution Of Marketing In The Business Boardroom

Executive Summary

Marketing’s Contribution on a Board

There is an unfortunate, not to mention utterly baffling reality occurring in organisations today of all different sizes, scopes and industries: the under-appreciation of the function of Marketing as a significant and valuable force in conducting successful business. Instead of seeing Marketing as it should be, that is, a powerful engine of research, innovation, development and communication, the Boards often misjudge it as a pseudoscientific art that has little impact on their bottom line.

The Boardroom is where the overall business goals are introduced, discussed, reviewed and approved, and yet quite commonly, a Board Director with a background in the function that is the muscle power of developing corresponding strategies and tactics to achieve these very goals- i.e.: Marketing- is completely absent. Board Directors with the typical Financial, Operational or Legal backgrounds are not familiar with and therefore do not appreciate such vital activities as communicating directly with customers, developing brand image campaigns or conducting research on customer behaviour in order to determine how best to position the product- a Marketing professional however is. Whilst Financial, Operational and Legal backgrounds are strong contributors on the Board, it is time to emphasise the missing gap: the strategy driving Marketing function. The root of the issue essentially boils down to an underlying misunderstanding and undervaluation of what a Marketing Board Director can contribute.

Demonstration Of Marketing Value

The Gap Of Undervaluation

The article, A Seat At The Boardroom Table, mentions that Robert Colquhoun, the Managing Director of Alexander Colquhoun & Son, admitted he referred to Marketing as “practitioners of the dark arts.”[1] My own father, Neil Melotti, CFO of Grace Worldwide, referred to Marketing as “The ministry of good times and novel contributions.”

In order for a Board to see the value of a Director with a Marketing perspective, the value of Marketing’s contribution to organisational success must be correctly demonstrated. The time has essentially come to foster a culture that looks beyond the tainted reputation of gimmicks, give-aways, cheesy jingles and pretty pictures that Marketing has unfortunately gained throughout the years, and instead rebuild a solid, respected reputation for the function as an arsenal of powerful, driving solutions for the ultimate benefit of the organisation; only then will the Board Members believe that Marketing is an asset in the Boardroom.

Marketing’s negative reputation is compounded by the fact that, unlike other functions that are always on a Board, such as Legal Counsel and Finance, a Marketing Professional can often be seen as a practiser of pseudoscience or an ‘ace-in-the-hole’ when the sales team need that little extra support to reach a set target. That’s because Marketing is a function that isn’t always accurately measureable or rational on paper- both at strategy and result levels. It’s very difficult to justify an expensive communication campaign to raise brand awareness in a target market that is comprised of unique people. Scott Stratten describes it perfectly in his book, UnMarketing[2]. He says it’s not solely ROI (Return On Investment), an accurate and commonly used measure, that drives business success; it’s more ROR (Return On Relationships) which Marketing cultivates that produces the greatest outcome; and that is really hard to calculate tangibly. Therefore, the buck stops with Marketing to overcome this ‘gap of undervaluation’: the Board won’t decide to include and appreciate Marketing with no evidence- it must be proven and justified as an asset, both in and outside of the Boardroom.

Marketing’s role is to externally communicate to unpredictable Human Beings; you cannot plug in lines of accurate code with people to have them all behave in a way profitable to a business; some of the segment will reject the message, others will love it, more still will misinterpret the campaign and others will be too busy to even notice. There is no perfect solution to a problem when working with people, whether they are running organisations or individual consumers, hence the misconception and resulting undervaluation of the role of Marketing in an organisation.

Marketing: Helping Guide The Submarine

Therefore, it’s time to dispel these misconceptions and take Marketing off the side-line. Marketing needs to be seen not as an offshoot of support to the Operations/Sales teams, but as a strategic partner worthy of valuable contribution in the Boardroom. After all, due to the very nature of how Marketing works, it is the function with the finger on the pulse of the industry and its customers: how can a Boardroom steer an organisation to greater heights whilst such an informed contributor is not present?

Consider this analogy: It’s like a submarine (the organisation) without a periscope or sonar (Marketing), instead, relying on mathematical instruments (Finance) and a previously drawn map (Operations) alone to guide the course and hoping it reaches the destination successfully (Strategic Business Goals). What if the water current changes (market trends)? What if the depth is unpredicted (market demographics)? How can you keep an eye on other submarines (competitors) to ensure no collisions or direct attacks? Marketing cannot be on the beach, with a two-way radio to the Board Member crew; it needs to be there playing its role actively together with the rest of the crew.

The world’s industries are changing at an exponentially increasing rate and organisations cannot afford to wait to finally come to the realisation that the role and importance of Marketing has never been greater. Marketing is the function that is researching the shifting trends and fluctuating demographics of an organisation’s customers in order to predict and respond appropriately for the benefit of the organisation. How can an organisation rely on a Board with such a vital contributor is absent?

Application Of Marketing Techniques

Placing The Correct Value On Marketing: Contribution and Results

As outlined above, Marketing revolves around creating and monitoring the essential flow of information to and from external sources and the organisation, and in doing so, it defines, locates and retains customers for financial gain and organisational growth. The value of Marketing to the Boardroom therefore equates to both its initial tactical contribution at the goals and objective setting stage, and the measureable results and outcomes of its efforts.

Marketing’s Contribution

To a Board planning and developing future goals and targets, Marketing’s value lies both in:

1. The provision of information regarding external trends, characteristics, opportunities and threats that will effect these objectives, as well as;

2. The conceptualisation of a marketing strategy which effectively harnesses the strengths of the organisation, aligned to meet these set objectives.

Referring back to the submarine analogy, a Board setting goals must appreciate and be aware of the current and predicted future market landscape. Marketing, as a function, should be a major asset here as their efforts lie directly in contact with the market itself. If a competitor is having a particularly strong effect on the market, the major consumers are becoming more price-inelastic, or a recent breakthrough has made certain products redundant, Marketing can not only share this vital information with the Board, it can explain what impacts this will have on the current organisational objectives and suggest multiple options and tactical strategies to circumnavigate detrimental hurdles, as well as appropriately pursue advantageous and innovative opportunities. This is the benefit of inviting Marketing to participate in the Boardroom: such critical information should not be discounted or dismissed entirely. Such an oversight is an unnecessary detriment to organisational success.

Why would an organisation, therefore, think to exclude Marketing on the Board? Are the Board are willing to forego such advantages as already described above?

Marketing’s Reciprocal Obligation

Expectantly, it is a two-way street for Marketing to be included in the Boardroom. A Board with a Marketing member can assess and evaluate the Marketing concepts and strategy to ensure that the function has fully appreciated the other functions’ roles, responsibilities and perspectives. The Board can also actively interpret and ensure that the Marketing KPI’s align with budget, organisational and financial objectives, essentially removing the ‘practising of the dark arts’ perception: by inviting Marketing to the Boardroom, the organisation shines a large light over Marketing’s efforts, which in effect, will assist with dispelling the pseudoscience misrepresentation.

Marketing’s Outcomes and Results

Pinning down Marketing’s often intangible outcomes and results can be a difficult task- one that significantly adds to the under-appreciation of the function itself. However, it isn’t as shrouded as it may seem to other Board members, should a Marketing Board member be included.

Every function’s responsibility essentially lies with their direct impact and performance success on the organisation’s business plan and marketing is no exception to this. All functions are tasked with their objectives to make their appropriate contribution to the organisation’s goals and, in Marketing’s case, that is tangible and intangible corporate value.

Tangible value is the most solid due to the hard facts. In reality, straight hard figures reverberate the most in the Boardroom setting and include metrics such as direct customer responses to advertising, revenue growth, statistics from traceable online advertising, and figures from such activities as Product Familiarisation/Loyalty Programs.

However this is scratching the surface: as mentioned, it can be the intangible Return On Relationship (ROR) results that demonstrate Marketing’s effectiveness, however measuring these can be difficult. This in mind, a Boardroom can invite Marketing and focus on the value leveraged from the concept of marketing assets[3].

Marketing Assets are the leverageable value from intangible marketing elements, such as profitable good-will, reputable brand names, successful brand image, deep brand awareness penetration, the discovery of a profitable niche, a compelling advertising campaign, contributing marketing intelligence and so on. The issue here is that, often a Board vaguely accepts the value of these Marketing Assets, but fails to truly appreciate the scope of their impacts on organisational success and profitability. You cannot put a yearly mathematical depreciation formula on a brand name, for example. Therefore, by including Marketing in the Boardroom, the vagueness can be removed by an explanation of how to assign correct metrics to such Assets in order to demonstrate the impact they have.

These metrics are best assessed in a dynamic way by comparing continual past and future results of each Marketing Asset each time the Board meets. By viewing the value of each asset over several periods, unusual outliers and unexpected circumstances ‘smooth out’ and true value can be calculated. For example, Marketing can provide intelligence about competitors in the market through their research. This can be valued by the Board based on how such ongoing knowledge not only allowed the organisation to be better prepared over the last few quarters, but how well the developed Marketing Strategies assessed such threats and turned them into opportunities.

Another example is the value and contribution of a Brand. Brand awareness and perception are difficult to mathematically assess, however dynamically comparing unprompted and prompted consumer response to a brand, as well as its relevance in the market will indicate the potential earning capability it could generate. For example, Apple as a technology brand was seen as a technological leader and innovator in the market from around 2010 to 2012, and therefore, Apple’s Board, with a strong appreciation of Marketing, could accurately assess high profitable return to be leveraged off this good-will. However in 2013, to their detriment, Apple’s Board could view the Brand was weakening in the market now due to aggressive competitors and a far less innovative brand offering[4]. The Late and Former CEO of Apple, Steve Jobs, was always a strong advocator of the value of Marketing at Board level toward organisational success[5].

The Apple example provides a good basis for the argument. The Board can assess past Marketing and organisational efforts that strengthened the Brand in previous periods (2010-2012) and investigate why a change has occurred in more recent periods. The Board, with Marketing present, would most likely determine that there was a distinct and direct correlation between the decline in their Brand’s strength and their falling market share, due to their recent Apple products being far less ground-breaking and their marketing campaigns far less unique and consistent with Apple’s funky, fresh image. Therefore, the next time the Board meets, the role of Marketing can be appropriately valued and more aggressively targeted to boost the next period’s results. By including the Marketing function in the Apple Boardroom, the Executive Team are better equipped to appreciate the decline and re-evaluate the organisational goals and strategies to address the treats to the business.

Organisational Synergy: A More Complete Boardroom

A successful Boardroom contributes best when it correctly appreciates all of a business’ separate systems: this should definitely include Marketing, not because it is a budget-draining misunderstood ‘pseudoscience’ of unproved, unpredictable and immeasurable efforts, but a powerful contributor and resource. A Boardroom with a Marketing member that understands this will be better equipped to value, manage and utilise the function for the extremely valuable contributions it can produce.

20 Newsletters Every Marketer Needs To Stay Ahead Of The Curve

“The question isn’t who is going to let me; it’s who is going to stop me.”

Humans without ambition – Goodbye and Goodluck!

I am a serious marketer and I want to make it big. 5 Years down the line, I want to groom myself into one of the biggest guys in digital marketing a.k.a. ‘The Wolf’. I restlessly ‘çrawl’ the web for intelligent marketing blogs and consume knowledge liberally. I do not mind sharing my learnings with people who respect time and money.

Know the dynamics of the entire marketing funnel, like the back of your hand.

Read ahead. May the Force be with you.

1. NeilPatel.com

Specialization: Thought leadership

Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar, three tools that nearly every SaaS marketer knows, as well as the founder of Quick Sprout, where he helps businesses drive more traffic and make more sales online. Neil also actively consults, invests, blogs and speaks all over the world; in short, he knows what it takes to become a successful entrepreneur.

Analytics: Whatever be the topic, the most striking feature of Neil Patel’s blogs is his love for analytics, which is so obvious in his posts. Neil primarily focuses on analytics to understand customer behaviour to improve conversion rates by tracking the right business metrics.

Actionable: As an entrepreneur, Neil is continuously experimenting and developing new and cutting edge Internet Marketing tactics, while working with some of the biggest brands in the world. All of this experience is reflected in his blog/newsletters. So what Neil offers in his blogs is practical marketing solutions rather than untested hypothesis.

This newsletter will give you practical advice on inbound marketing, It will give you data driven customer insights, it will help you leverage analytics to drive growth, it will guide you towards controlled automation and above all it will give a strong perspective to think about marketing in general. Do not miss out on this newsletter!

Most Shared Article in 2015: How To Use Growth Hacking To Attract and Retain Customers (1.4K Shares)

2. Search Engine Land

Specialization: SEO + SEM + Local Search Marketing

Search Engine Land is a news and information site covering search engine marketing, searching issues and the search engine industry. SearchCap is a daily email newsletter recap of search engine news. It provides a summary of what happened in search at the end of each business day. This includes all stories from Search Engine Land posted that day plus headlines from sources across the web.

SEM & SEO: Subscription to this newsletter will keep you updated on the latest developments in Google and Bing ads, whether they’re tweaking Product Listing Ads, adjusting Enhanced Campaigns, or changing the way ads display on various platforms. This newsletter will also keep you updated on the latest news or how-tos from best SEO practitioners and thought leaders..

Search Engine Land is launching a new industry awards program called “Landy Awards” that will recognize individuals, agencies, and internal marketing teams within the digital marketing community who have demonstrated excellence in executing organic and paid search marketing initiatives. And SEMPO Partners with Search Engine Land for the Landy Awards which will be held on September 30, 2015 in New York City.

The subscription will also keep you updated on the latest news about local search marketing, including tips to help small businesses, franchises and community locations be more visible in locally relevant search results.

Another cool feature about SEL is that they post search engine news stories throughout the day so that the users are informed the instant a new story appears. This is perfect for the content marketers who wants to keep up on everything as soon as it happen.

Most Shared Article in 2015: It’s Official: Google Says More Searches Now On Mobile Than On Desktop (10.7K Shares)

3. Content Marketing Institute

Specialization: Content Marketing + Brand Marketing

Founded by Content Marketing Evangelist and author Joe Pulizzi, Content Marketing Institute, can be described as a blog for brand marketers. The blog and newsletter features some of the best guest bloggers and thought leaders in content marketing space. The newsletter is known for its quality original content.

The blog and newsletter features a post a day written by Pulizzi and other industry leaders who discuss everything related to content, strategy, and tips for hiring. There’s also a weekly round up of current events going on in content marketing, so that readers can learn about the kinds of content other people are putting out. This newsletter is the be-all end-all in content marketing, and a serious source of research and stats.

Resources: Content Marketing Institute also offers many free resources including blogs, webinars, and archived podcasts that you can use to build up your personal knowledge and expertise.

Subscription to this newsletter keeps you updated on one of the most authentic and authoritative opinions in content marketing space.

Most Shared Article in 2015: How to Write Content That Engages Mobile Readers (3.8K Shares)

4. MWWPR

Specialization: PR

What makes MWWPR an essential subscription for a marketing professional is their expertise across practice areas and disciplines and their experience in crafting solutions & strategies that make their clients more competitive.

Comprehensive Coverage: This is the only newsletter which covers the PR related exhaustively. It discusses everything from consumer lifestyle marketing to LGBT marketing, presenting left-brained technology with right-brained content for a well-rounded offering, you won’t find elsewhere.

Research: This newsletter is an authority on PR related Research, insights and strategy. It discusses several meaningful insights and practical ways to develop highly effective communications strategies, using a mix of qualitative and quantitative research.

Strategy: It helps you arrive at the strategy behind targeted communication plans and activating consumer behaviors vital to your business – product purchases, brand recommendations and long-term engagement of key stakeholders.

This newsletter will give you a practical understanding of building working relationships with media, analysts, and other influencers that drive the market conversations. It provides you with all the latest information and skills needed to work with influencers to create your own communities, do original research, events and build partnerships. As a marketing person you need to understand and manage PR, in order to move up the ranks, try MWPR, you will not be disappointed!

5. Marketing Land

Specialization: Digital marketing + Martech

Marketing Land is a news site covering internet marketing, social media, mobile marketing & more. This is a sister site of Search Engine Land. This newsletter keeps you abreast of the latest interactive marketing news, views and how-tos. Each email newsletter will round up everything that Marketing Land has published on the topic in the previous week, including links to news stories and columns by expert practitioners.

Very well classified: This newsletter covers a wide range of topics from Display to search, from mobile to analytics. The topics of the newsletter are very well classified and gives the user the choice to select the topics of his/her choice. This is one of the few big blogs/ newsletters to cover niche topics like Retail, Marketing industry, Martech etc. This is one of the reasons why you should subscribe to this newsletter.

Hottest news: Marketing Land’s newsletter covers the latest developments and techniques in the complex marketing ecosystem. This newsletter gives you the first mover advantage with the latest updates and lets you leverage the upcoming products & tools to your brand or client’s advantage.

This newsletter consistently comes up with fresh, original and shareable ideas and is the one-stop shop for digital retail news and stats, expert opinions, how-to guides and actionable insights. Consider this as your marketing newspaper and subscribe.

Most Shared Article in 2015: What The Unofficial Death Of Google+ Means For Marketing (7.2K Shares)

6. Adweek

Specialization: Brand Marketing

What is the must-read publication for all executives at the largest advertising agencies? I wouldn’t think twice before saying that the answer is AdWeek. A publication which covers strategy, data and branding tailored for CMOs and top marketing professionals. Adfreak, the official blog of Adweek, is an excellent repository for brand marketers and exclusively covers the best and worst of advertising, branding, designing and content writing.

Brand Marketing: Subscription to this newsletter would keep you updated on a wide range of topics related to branding and advertising. The topics covered are essentially at the intersection of advertising, media and technology.

Viral Content: AdFreak is a collaborative effort by AdWeek staffers to chronicle all the latest and greatest campaigns in the ad world. Unlike the straightforward style of AdWeek Magazine, AdFreak presents its contents in a comical, sarcastic manner mildly reminiscent of the great Defamer. One can’t be expected to keep up on all the latest ad campaigns, and that is where AdFreak excels.

Adfreak is a daily blog of the best and worst of creativity in advertising media marketing and design and is a must-read news for marketing, agency, creative and advertising professionals.

Most Shared Article in 2015: What Is Branding? This Thought-Provoking Video Tells You in Just 2 Minutes (11.1K Shares)

7. Marketo

Specialization: Content Marketing Strategy and Marketing Automation

Marketo blog specializes in providing scalable marketing automation solutions. Although this is

targeted at enterprise level clients with large marketing/sales teams and large budgets this blog offers some really cool insights into a content marketing strategy that scales. Marketo blog offers loads of shareable content about marketing.

Now, moving the leads through the marketing funnel can be done faster by integrating ReadyTalk’s reliable webinar solution with Marketo

Marketing Automation: The Marketo blog is one of the most well-designed and thorough marketing sites out there. Marketo blog specializes in Marketing Automation, but is also an excellent source of content on categories such a s modern marketing, content marketing, email marketing, and social media, and every blog contains multiple images that complement the text. The content is fun to read, informative and educative at the same time.

Creative Content: Of all the blogs and newsletters discussed till now, marketo stands apart. They are creative in the way they present their content and their blogs have a viral appeal.

Automation and data are the two overriding themes of the Marketo blog. With a healthy emphasis on email, this blog gets at the heart of modern marketing. Automation will continue to be more important in marketing, so start digging in now.This newsletter is a must for all those who intend to scale their marketing efforts and i.e. practically every marketeer.

Most Shared Article in 2015: How to Integrate Social Media and Blogging from The Art of Social Media (2.9K Shares)

8. Unbounce

Specialization: Landing Page Management and Conversion Optimization

The Unbounce blog features tons of great scientific tips on building amazing web pages that are optimized to collect and convert leads.

Subscription to this newsletter gives you a very good analysis of different landing pages, it provides multiple examples of different landing pages and actionable information on what is good and what is worth testing/changing.

Data Driven Analysis: Unbounce presents content that is supported by scientific evidences and examples. It is all about conducting scientifically sound marketing experiments to build landing pages that convert. All of their posts provide a short critique after each example that can give you some A/B Testing ideas for your landing page.

Best Practices for design testing: For A/B testing, it’s often effective to start with starkly contrasting designs. Once one design wins out over the other, you can start to narrow down your tests with each iteration. This newsletter provides massive amount of useful information on best practices for designing tests.

Most Shared Article in 2015: 32 Ways to Squeeze Leads Out of Your Next Marketing Campaign (7K Shares)

9. Inbound.org

Specialization: Ultimate guide to growth hacking.

Absolutely. This community is full of awesome, friendly, knowledgeable people who legitimately want to help you. Their newsletter provides some of the best business/marketing advice can be learned from other founders.

Awesome community: Regardless of your current role/position you should always join a marketing growth hacking community. Any place where marketers, growth hackers, and founders congregate to discuss is where you need to be and there is no better place than inbound. This newsletter gives you a quick snapshot of the most popular discussions.

Traffic generation: The focus of this newsletter is a bit narrow, it specializes in growth hacking techniques particularly on how to get highly qualified prospects to your site.

Inbound is an amazing community of bloggers, marketers and enthusiasts passionate about non-paid channels like SEO, social media, content marketing, conversion rate optimization etc. Don’t think twice before subscribing to their newsletter.

Most Shared Article in 2015: Today, Facebook announced they’ll be adding a new feature to Messenger that allows you to send money (9K Shares)

10. Marketing Profs

Specialization: Marketing Education & Research

MarketingProfs is an online resource and community for marketing professionals. It provides its members with information via newsletters, blog posts, training and seminars. It is a multi-million dollar company today that serves a community of more than 492,000 entrepreneurs, small-business owners, and professional marketers at the world’s largest corporations. Their newsletter is reflective of all this knowledge and serves as a guide to practical marketing insights, lessons, perspectives, and know-hows.

Knowledge upgradation: It is essential for any marketer to keep abreast of the latest developments and updates in marketing and there is no better newsletter for this than Marketing profs. Marketing Profs is one of the best places for guest posting and naturally attracts good articles.

Wide Range of Topics: With 23 categories of content to choose from, you could spend hours a day reading MarketingProfs. And that doesn’t take into account the podcast, in-depth marketing guides and video tutorials.

This newsletter offers real-world education for modern marketers through training, best practices and research. A must subscription for all marketers.

Most Shared Article in 2015: 2015 Will Be the Year of Video Marketing (3.1K Shares)

11. Convince and Convert

Specialization: Content Marketing and Social Media

A Practical and actionable marketing blog. To the point, crisp and insightful. No wonder Convince and Convert is presently ranked as the #1 content marketing blog in the world, the #3 social media blog in the world, and the #18 overall marketing resource in the world. This is one of the best newsletters for B2B content marketing information.

Killer guest bloggers: The list starts with Jay Baer, founder of Convince and Convert and one of the most innovative thought leaders in this space, known for his consistent & quality content.

Case studies: Their newsletter and blog posts focus on case studies which will help you get better at social media and content marketing through audits, creation of strategic plans, setting up and configuring metrics and tracking.

Convince and Convert is an award-winning blog and comes out with a daily email newsletter called “Definitive”, and the weekly “Social Pros” podcast for social and content professionals. ‘Definitive’ is one of the most sort after newsletters in digital marketing space.

Convince and Convert also provides consultancy services and works with some of the biggest brands in the world. Their newsletter and blog is, therefore, reflective of their experience working for dozens of brands and agencies to bring best solutions to their social media, content marketing and digital marketing challenges.

All of this makes Convince and Convert, one of the best practical and actionable marketing newsletter. Do subscribe.

Most Shared Article in 2015: Why You Should Be Building Trust, Not Traffic (2.6K Shares)

12. Quick Sprout

Specialization: SEO + Link Building + Affiliate Marketing

The Quick Sprout newsletter, comes from one of the most popular thought leaders in Digital marketing Space, Neil Patel and is a must-subscribe for all business owners. If there is one reason for subscribing to Quick Sprout newsletter — that is to never miss a new post. Such is the importance of these posts. Every post is insightful and has practical applications.

Data driven Insights: The content of Quicksprout tends to revolve around entrepreneurial lessons related to online businesses. What makes this blog so special is that it is open about showing real data to validate the information they provide. Seeing real website traffic numbers, conversion rates and growth data is what makes this content so special.

Although Quicksprout specializes in SEO, it has a variety of articles on online marketing and some awesome social media marketing articles.

Awesome infographics: But what differentiates QuickSprout’s content from the rest of the content on the web is it’s use of infographics to explain data driven insights. Such insights help in explaining stuff real quick, this is probably what brings the newsletter it’s 35K subscribers!

Expertise: Neil Patel is an expert marketer and he puts out some killer blog posts that help his audience really get an in-depth grasp on topics like SEO and content marketing, usually a piece that is neglected by lots of ecommerce companies.

Subscribe to this newsletter before you miss out on another article!

Most Shared Article in 2015: The Ultimate Guide to Hashtags (4.6K Shares)

13. Mashable

Specialization: Social Media + Tech + Business

If you are a marketing professional who wants to stay ahead of the curve, then you can’t miss out on the Mashable newsletter. Here’s why.

There are 3 key features which make Mashable newsletter indispensable and the reason this newsletter tops our list.

Wide range of categories: Mashable has mainstream audience spread across techies, marketers, business professionals, and casual social enthusiasts. So they make sure that every blog post has a broad appeal. Mashable newsletter keeps you updated on a wide range of related categories and gives you a good macro picture.

Fresh Content: Mashable always prefers to be in the first group for any piece of news. They consider second hand news to be completely unworthy of publication. Of all the things, they do not compromise on freshness of content!

Viral content: The Patented algorithms of Mashable ensure that you don’t miss out on any content that is going viral. This newsletter keeps you updated on the biggest stories before they become big.

For content marketers staying ahead of the curve means survival. Don’t miss out on this newsletter.

Most Shared Article in 2015: Facebook reaching out to users who might be suicidal (17.8K Shares)

14. Entrepreneur

Specialization: Entrepreneurship + Business

Alert: If you don’t subscribe to this newsletter, you will miss out on some really good quality content!

Entrepreneur magazine is known for its awesome content and amazing contributors. Their ability to attract highly skilled writers, thought leaders, and innovators is one of the reasons why they rank on this list.

Good Quality Content: Entrepreneur mag has a very targeted niche audience. This gives them an advantage to be highly selective about their writers and contributors. They know their audience really well and publish tailored quality content.

Targeted Content: Articles covered in this newsletter pertain more to the aspiring entrepreneurs and early stage ventures, focusing more on topics related to technology and growth strategies. This is especially useful for marketers interested in growth hacking and viral marketing.

Good Categorization: This newsletter clearly categorizes its content into specific topics and lets you choose from these topics. You could subscribe to all the topics or go for particular ones.

From Money & Finance to Growth & leadership, this newsletter covers everything related to entrepreneurship and is a must for aspiring entrepreneurs.

Most Shared Article in 2015: 10 Success Habits That Will Dramatically Improve Your Business (40.4K Shares)

15. Buffer

Specialization: Social Media + Content Marketing

Although the newsletter from Buffer blog specializes in providing good quality content on social media, it also focuses on productivity, life hacks, writing, user experience, customer happiness and business. This makes it indispensable for content and social media marketers.

Social Media: The content of this newsletter as well as its blog is intended towards promoting buffer application,a social media management tool. Naturally the newsletter is social media centric and is a great repository for articles on sharing, creating, analyzing and converting with social media.

User Education: One of the primary reasons for the popularity of this newsletter is that it believes in providing content that educates + motivates readers to take action and still has that viral appeal. No wonder they have succeeded in growing to a 41,231 newsletter subscription base.

This newsletter comes in the form of both a blog and daily newsletter and will give you the ins and outs of scoring big on social media. Their posts will help you maximize your return from social media platforms by educating you on how to measure your performance. While they may not post as often as other blogs, their posts are thorough, detailed and data-driven. Buffer newsletter is full of all the best social media tips, tools, experiments, and advice.

Most Shared Article in 2015: The Psychology of Facebook: Why We Like, Share, Comment (9.9K Shares)

16. HubSpot

Specialization: Inbound Marketing + Sales

This newsletter provides you with the latest Marketing Tips, Trends, and Best Practices in digital marketing space. Known for their actionable content, they cover a wide range of topics that include SEO, blogging, social media, lead generation, email marketing, lead management, analytics, and more. Above all, you can’t mention content marketing without mentioning HubSpot. These guys literally wrote the book on it.

HubSpot software is a sophisticated Marketing platform which helps you in managing Inbound Marketing and Sales. HubSpot maintains specialized blogs for Marketing, Sales, Agencies and Web design.

HubSpot Academy is a blog intended for user education and provides resourceful guides on everything related to Inbound marketing and sales. It provides detailed user guides on topics from Keywords to Call-to-actions.

When you are stuck for ideas, need answers to specific marketing questions, want content to use as reference and to understand new concepts and ideas, spend time on their newsletter! This newsletter provides awesome content on everything related to Inbound.

Most Shared Article in 2015: Do You Really Need That Exclamation Point? [Flowchart] (10.7K Shares)

17. Moz

Specialization: SEO + Inbound Marketing

When we are talking about Moz, there are two things we need to know before getting into the details of their newsletter. One ‘The TAGFEE Code’, two ‘Rand Fishkin’.

The TAGFEE Code: It essentially drives everything Moz does, everything they create and cultivate – their software, content, corporate culture, and relationships. They’re all a direct reflection of their mission to be as Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional as possible. Same goes with their blog and newsletter.

Rand Fishkin, The Wizard of Moz: He’s founder and former CEO of Moz and co-founder of Inbound.org. An active blogger, Rand regularly writes on SEO, content, search, & social on the web, from his multiple blogs. Known for his ‘Whiteboard Friday’ lectures, Rand is today the most sort after thought leader in Digital Marketing space.

Moz Top Ten: Almost everything Moz does with marketing seems to be spot-on and their email newsletter is no exception. Instead of pushing their agenda with tons of their own posts, the Moz Top Ten pulls a bunch of great posts from around the web and shares them with its audience.Their posts cover covers the best stories on inbound marketing, SEO, and social and this is one weekly newsletter people look forward to reading.

Get this Newsletter now! I mean now!

Most Shared Article in 2015: The Web Developer’s SEO Cheat Sheet 3.0 (10.6K Shares)

18. Social Media Examiner

Specialization: Social Media in/and business

Social Media Examiner, the world’s largest online social media magazine, designed to help businesses discover how to best use social media tools like Facebook, Google+, Twitter and LinkedIn to connect with customers, generate more brand awareness and increase sales.

Amazing case studies: Subscribing to their newsletter gives you an update on the amazing research and case studies on social media presented by SME in their blog. This blog is go-to resource for most things Social Media. They cover a wide variety of information and have some have an array of extensive articles and case studies on Facebook Marketing!

Social Media Experts: Social Media Examiner blog is one of the most important blogs dealing with social media, new updates and features, and the usage of social media in business. Want to hear what’s new on Facebook, Twitter, LinkedIn, Google +, etc? Subscribe their newsletter and you will never miss anything related to social media.

They work with top social media experts to bring you all the news you need to optimize content marketing with social media. Their articles in the newsletter will help you integrate social media into your content marketing strategy.

Most Shared Article in 2015: New Facebook Terms: What Marketers Need to Know (12.1K Shares)

19. KISSmetrics

Specialization: Web Analytics with a focus on ecommerce and SaaS

Everything apart, these stats alone make a strong case for you to subscribe to this newsletter.

– 350k visitors a month

– 82% of web traffic is from the blog

– 70% of leads from blog (15 sales reps)

– $100k-$150k a year spent on blog (infographics, content, content promotion)

– Estimated ROI of $900,000

Data Driven Insights: This newsletter provides you with the most authoritative and scientific methods to optimize your marketing based on metrics and covers this topic in depth. Although this newsletter specializes in Analytics, it is an excellent source for data driven insights on other topics such as Branding, copywriting, E-Commerce, Marketing, Social media, Design, Twitter, Facebook etc.

Customer Insights: As the tagline suggests ‘Google analytics tells you what and Kissmetrics tells you who’, this newsletter provides insightful infographics, Data visualizations and cheat sheets on customer behavior and psychology.

Numbers and data don’t lie — they tell you what is working, what isn’t and how the business responds to testing and changes. Your ability to decipher analytical data and use that information to make changes in your business decides your success or failure. This is exactly what you get out of this newsletter. We highly recommend this newsletter for everyone into digital marketing, especially for budding SaaS and E-Commerce companies.

Most Shared Article in 2015: The Ultimate Guide to 150+ Google Analytics Resources for 2015 (3.5K Shares)

20. CopyBlogger

This newsletter is a preeminent source on using content to market a business and is ‘the’ destination site for SMBs for tools and techniques on content marketing. This newsletter gives you the solutions you need to succeed in improving traffic, links, subscribers, and a profit-generating website.

Pioneers of Content Marketing: The founder, Brian Clark, had already been using online content to build businesses since 1998, way before anyone started using the term “content marketing.” Today, many consider Copyblogger the granddaddy of blog writing and strategy.

Guidebook to web writing: This newsletter serves as a valuable guide for good web writing. Their articles are crisp, to the point and accompanied with a dash of humor. This newsletter is intended for those who are already in the good at blogging and provides advanced training.

Quality Writers: The primary reason for the success of this newsletter is the quality of the writers. Most of them are geniuses and this is no exaggeration. They share the most consummate information on the subject of blogging and content marketing. Their content is always spot on.

Copyblogger produces five to six articles each week. Each blog details the hottest trends in content marketing is written in a simple and engaging way. Subscribing to this newsletter keeps you updated on the latest posts.

How International Marketing Differs From Domestic Marketing

When you travel to far away places, there are several things you take with you. One of these is some form of translation device so you can at least find the toilets and get a cup of coffee. Another thing is the currency of the country.

Before you travel, you do some research on what to do or see. What will the weather be like at the time of year you are travelling? What type of food you will eat and what you need to watch out for food wise. You find out something about the people you will be meeting.

So when you are thinking of marketing in another country, you need to look at the differences, the similarities and the potential.

To fully understand the difference, we first need to have the same definition for marketing. Marketing is a term used to describe the process for planning

  • who you will market to,
  • how you will reach them,
  • why they will buy from your business,
  • where they will find your product or service and
  • when and how often they will buy.

It is the process that looks at prospects and their needs and then looks at the meeting of those needs with products or services, either that you manufacture or source.

Marketing is the step in planning that assesses the viability of the market for your business.

When we look at a domestic market, we look at the market we are familiar with. A market where we share the language and habits so that creating the image and brand for the product is easier to understand.

The domestic market uses the same currency as your business. Transporting goods happens easily and directly from your door or your supplier’s door to the client’s door. The laws are common or at least similar between states or provinces. The way business is done in the domestic market is known.

When you deal in an international market, you have different languages, and in many countries, the way business is done varies. Even next door neighbours to the United States, like Canada and Mexico, have different laws governing business. And then when you go to other parts of the world, general operations and laws can vary even more.

Different countries have different ways of looking at needs. Yes much of the world is moving more to an American lifestyle but for how long?

So reading trends in a western country will be unlikely to give you a true trend in another country.

Once upon a time, in parts of America, finding a Thai restaurant was hard but not anymore. But finding an American restaurant, except McDonald’s in Thailand is still difficult.

And then there is fact that patents and copyrights vary; so if you manufacture in an Asian country to sell in America, you may find that a knock off product comes onto the Asian market shortly after you begin manufacture.

So how do you prepare to market internationally?

Assume Nothing. The international market is different and you need to identify the ways that it differs. This takes time, research and meeting with prospects to discuss with an OPEN mind the opportunities. Listen and realise that in many countries, your interpreter may only tell you what they think you want to hear, so check it out.

Know that straight translations will get you into trouble; many words when they are translated become insults, slurs or worse.

The size of the market and the choices vary from market to market and until you understand how you relate to your international market, you will miss many opportunities and price and promote wrong.

Remember that small sales successes do not mean there is a market for your product.

Test, test and test.

Good luck with your international marketing. It will broaden your horizons, expand your business and be a fantastic experience or it can break your heart. Have fun.

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