Often in ads for the job there is demanding experienced,marketing manager at ATL and / or BTL activities.
This request shows ignorance of basic marketing rules because the following reasons:
1. ATL / BTL is only one of the concepts in marketing. Duty of marketing manager is to implement those marketing activities that match the company, its activities, size, market .... Uniform access only to the fulfillment of forms that do not bring results.
2. ATL / BTL is a wrong concept because a company / organization must be so big / huge that has promotional activities and so many activities that they can be divided into those 'above the line' and those 'below the line'.And that can only large multinational companies, the requirements for knowledge of ATL / BTL set mostly small and medium business ....(probably they heard that is ‘IN’).
When the knowledge of ATL / BTL concept combined with the requirement that a marketing manager should have pharmaceutical, technological, medical, etc..faculty. Faculty which has no connection to the economy, it is perfect example of STUPIDITY.
It is as if from economists, lawyers were required to treat, cure people, if possible, and to deal with the surgery!
As economists do not know how to make computers, drugs, cars ... same, a doctor does not know to lead and manage marketing ....
If such requests answered elementary logic, then they were all 'scrapbook' and everyone would be doing everything and anything ... And the expertise, specialization.
Although, the call to the demagogy and the philosophy of 'everything and everybody', will never vanish.
This is just one example of knowledge does not matter, because often marketing is mixed with the promotion (advertising), with sales, Internet marketing with programming, SEO with programming, promotion with PR ...
Wednesday, 28 April 2010
Eliminating Gatekeeper - and improving sales and promotions
As in the sales by telephone, called - Cold Calling, one of the main objectives is to skip Gatekeepers, and to get the person who makes a decision, so and in the Internet marketing, specifically web promotion, main job is to eliminate procedures and necessary steps which are blocking potential customers to become customers, service users.
A gatekeeper in the Cold Calling or 'gate keepers' by the rule are secretaries, while unnecessary fields and requested email addresses replaces secretaries in the Internet marketing.
All the required steps have been created by the time because they wanted more and more to segment user – base and to have as precise as possible statistic and ultimate goal was the building of large and more massive e-mail list, e-mail database.
Generally the rule was: The more e-mail addresses in the database, the greater profit!
And later added the steps are there to better segment the base through iteration and achieve higher earnings or at least cover basic costs.
E-mail listing is the goal for those who sell a product, while those who provide B2B services should be focused on spreading ideas through the e-book in PDF format where the contact information should included.
In order to get recognition or aroused interest, do not constantly mention your product, your service, your site ... People will certainly pay attention to it, investigate further if material is interesting.
In this part there are certain steps - Ladder approach method.
Blog should be starting point and used to spread the idea to potential customers interested.
Those who want more information and are keen to become potential customers, you should forward to the site that should be used for deeper and better information in order to start the process of selling (either online, or offline).
A gatekeeper in the Cold Calling or 'gate keepers' by the rule are secretaries, while unnecessary fields and requested email addresses replaces secretaries in the Internet marketing.
All the required steps have been created by the time because they wanted more and more to segment user – base and to have as precise as possible statistic and ultimate goal was the building of large and more massive e-mail list, e-mail database.
Generally the rule was: The more e-mail addresses in the database, the greater profit!
And later added the steps are there to better segment the base through iteration and achieve higher earnings or at least cover basic costs.
E-mail listing is the goal for those who sell a product, while those who provide B2B services should be focused on spreading ideas through the e-book in PDF format where the contact information should included.
In order to get recognition or aroused interest, do not constantly mention your product, your service, your site ... People will certainly pay attention to it, investigate further if material is interesting.
In this part there are certain steps - Ladder approach method.
Blog should be starting point and used to spread the idea to potential customers interested.
Those who want more information and are keen to become potential customers, you should forward to the site that should be used for deeper and better information in order to start the process of selling (either online, or offline).
Tuesday, 27 April 2010
What Web 2.0 has brought?
Web 2.0 is a term often used and the term is in the use when the user wants to emphasize connections, wiki solutions, cloud computing etc.
The question is - which are, actually, the effects of it.
The real effect is that everything is available to potential customers as in form of plug - in solutions, ie. there is no need that the user has some technical knowledge to set up a blog, using any service, etc., and still one of the main characteristics is that everything tends to be free.
Before, the user had to know HTML to regulate texts, possess some technical skills, and now he can make a blog on Blogger or Wordpress platform where the user-interface is user-friendly and can download to own domain, which can rent from them, set up a blog that can grow into with various applications in the proper site content.
Also, the solutions from one platform can be combined with others solutions to other platforms.
An example of how through out the process can have a proper site intranet and other tools for the organization is:
- The user via Wordpress or Yahoo leases the domain for example www.yourdomain.com
- Downloading the Wordpress plug - in the administration of the blog, etc..(Manual how to do all that can be viewed at the site www.becomeablogger.com)
- To facilitate work and interact with others, can use the Google service, Google Apps to own domain via www.yourdomain.com, email address, calendar, GTalk (IM) and also allow other users to use all applications which are existing on domain.
This is in addition to eliminate a need for technical knowledge and expensive hosting, allows user interaction and collaboration, and services like Google Sites allows you to make a true Intranet and services such as Google Documents, Knol, etc. almost all operations transfer from the computer to the online (the phenomenon Cloud computing).
The question is - which are, actually, the effects of it.
The real effect is that everything is available to potential customers as in form of plug - in solutions, ie. there is no need that the user has some technical knowledge to set up a blog, using any service, etc., and still one of the main characteristics is that everything tends to be free.
Before, the user had to know HTML to regulate texts, possess some technical skills, and now he can make a blog on Blogger or Wordpress platform where the user-interface is user-friendly and can download to own domain, which can rent from them, set up a blog that can grow into with various applications in the proper site content.
Also, the solutions from one platform can be combined with others solutions to other platforms.
An example of how through out the process can have a proper site intranet and other tools for the organization is:
- The user via Wordpress or Yahoo leases the domain for example www.yourdomain.com
- Downloading the Wordpress plug - in the administration of the blog, etc..(Manual how to do all that can be viewed at the site www.becomeablogger.com)
- To facilitate work and interact with others, can use the Google service, Google Apps to own domain via www.yourdomain.com, email address, calendar, GTalk (IM) and also allow other users to use all applications which are existing on domain.
This is in addition to eliminate a need for technical knowledge and expensive hosting, allows user interaction and collaboration, and services like Google Sites allows you to make a true Intranet and services such as Google Documents, Knol, etc. almost all operations transfer from the computer to the online (the phenomenon Cloud computing).
Monday, 26 April 2010
Adding features instead creating services
In online business, the practice is that various portals and sites by adding and developing new applications / services become more extensively 'overcrowded' because they give to each new one applications / service a special place in order to better highlight it.
After the success of Google's concept of simplicity in design, there is a tendency to 'pure' simplicity (and often exaggeration, and implementation of concept-the design is no design), and this leads to a dilemma-or to promote a new service either an existing benefits.
Competition and rapid pace of development means that everybody constantly working on an improvement of its services and seeking ways to differentiate them from competition, and this leads to 'clutter', we can conclude that it becomes a closed circle from’overload’ to ‘simplicity’ and over and over again etc.
Solution is in the concept - not to develop special services (which automatically require greater coverage), but to determine which services are the pillars (often such services are called input channels), and to improve, develop applications of these services, or which are based on these services.
Promotion of these additions, is very easy for users who use the those services and easily can perceive improvements, and methods are like e-mail, links, etc.
Problems of this concept: selection of services that are carriers and transfer users from one to another service.
After the success of Google's concept of simplicity in design, there is a tendency to 'pure' simplicity (and often exaggeration, and implementation of concept-the design is no design), and this leads to a dilemma-or to promote a new service either an existing benefits.
Competition and rapid pace of development means that everybody constantly working on an improvement of its services and seeking ways to differentiate them from competition, and this leads to 'clutter', we can conclude that it becomes a closed circle from’overload’ to ‘simplicity’ and over and over again etc.
Solution is in the concept - not to develop special services (which automatically require greater coverage), but to determine which services are the pillars (often such services are called input channels), and to improve, develop applications of these services, or which are based on these services.
Promotion of these additions, is very easy for users who use the those services and easily can perceive improvements, and methods are like e-mail, links, etc.
Problems of this concept: selection of services that are carriers and transfer users from one to another service.
Thursday, 22 April 2010
'Nonexistent marketing'
Often in the professional literature, a newsletters etc.. there is written about 'word of mouth' (word of mouth marketing, viral marketing) how to plan, implement, but after listening one of episodes of a podcast from the edition MarketinOverCoffee, I realized that this phenomenon can not be simply planed, 'word of mouth' marketing and recommendations or working either not.
It can not be planned.
In this type of marketing, from planning it is more important than whether it takes place in a positive direction (the system 'on the recommendation') or takes place in a negative direction.
As there is a saying - A good voice is heard far away, and still more bad!
'Word of mouth' marketing is intense, detailed in a negative rather than positive direction.
Users, potential users of a services and / or products are likely to more and more recounts their negative experiences related to a product or service, because it is psychologically understandable that people are more affected by negative than positive experience.
And especially, in the modern world where there is no phenomenon, but the lack of clutter, where each service is just just one click, just one door away ... users will only briefly to express the positive experience, while the negative will be accompanied by numerous descriptions, details ...
Therefore, companies need to constantly work on improving their service and presentation and providing the same.
It can not be planned.
In this type of marketing, from planning it is more important than whether it takes place in a positive direction (the system 'on the recommendation') or takes place in a negative direction.
As there is a saying - A good voice is heard far away, and still more bad!
'Word of mouth' marketing is intense, detailed in a negative rather than positive direction.
Users, potential users of a services and / or products are likely to more and more recounts their negative experiences related to a product or service, because it is psychologically understandable that people are more affected by negative than positive experience.
And especially, in the modern world where there is no phenomenon, but the lack of clutter, where each service is just just one click, just one door away ... users will only briefly to express the positive experience, while the negative will be accompanied by numerous descriptions, details ...
Therefore, companies need to constantly work on improving their service and presentation and providing the same.
Advantages and disadvantages of online businesses
Very often, many people jump into the online business, because from 'someone' they heard that on the Internet is 'lot of money', and without the necessary knowledge, resources, concepts, etc. think that huge amount of money will come to them, and then after some time, they see that is not all like that.
I present some advantages and disadvantages of the Internet business.
Advantages:
1. Wind run business.
2. Relatively low costs of starting businesses, compared to other industries.
3. Ease of entry to certain markets.
4. The possibility of a quick return on investment and making a profit.
5. The profit rate is much higher than the standard profit rate
Disadvantages:
1. The possibility of rapid deterioration
2. Competition is just a click, window, tab away
3. As you entered the market, so the competition can occur unnoticed and surprise you.
4. Requires high level of knowledge, because knowledge and ability determines success.
5. 80% of the costs are marketing, and in that is 'catch'- if it is bad marketing it is a cost, if it is a good it is an investment
I present some advantages and disadvantages of the Internet business.
Advantages:
1. Wind run business.
2. Relatively low costs of starting businesses, compared to other industries.
3. Ease of entry to certain markets.
4. The possibility of a quick return on investment and making a profit.
5. The profit rate is much higher than the standard profit rate
Disadvantages:
1. The possibility of rapid deterioration
2. Competition is just a click, window, tab away
3. As you entered the market, so the competition can occur unnoticed and surprise you.
4. Requires high level of knowledge, because knowledge and ability determines success.
5. 80% of the costs are marketing, and in that is 'catch'- if it is bad marketing it is a cost, if it is a good it is an investment
Tuesday, 20 April 2010
Modern technology and PR
With the development of the Internet and modern technology PR practice drastically changed.
In the past, only the PR agencies and PR offices of large companies had the power to create a PR campaign, and affect the image of their clients.
Modern time is one side facilitating the process of public relations, on the other side is making it more difficult.
Before the process looked in this way:
PR service / PR agency issued a press release and send it to the media, then the media publishes it or not, or in contact with journalists and editors 'fix' affirmative article, either through paid propaganda messages simultaneously reach space.
A little more sophisticated approach had been based on the deeper connections and relations with editors and / or owners media etc.
With the progress of the Internet and tools that exist, such as blogs, feed reader etc. expanded circle of people who can influence at a public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.
There is no more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say to a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.
With the advent influential bloggers, spread the circle of people, at which a particular company / organization can make influence.
Modern public relations has to take in consideration a wider set of people, not just people from the media, but also bloggers.
Storm which was made by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.
In the past, only the PR agencies and PR offices of large companies had the power to create a PR campaign, and affect the image of their clients.
Modern time is one side facilitating the process of public relations, on the other side is making it more difficult.
Before the process looked in this way:
PR service / PR agency issued a press release and send it to the media, then the media publishes it or not, or in contact with journalists and editors 'fix' affirmative article, either through paid propaganda messages simultaneously reach space.
A little more sophisticated approach had been based on the deeper connections and relations with editors and / or owners media etc.
With the progress of the Internet and tools that exist, such as blogs, feed reader etc. expanded circle of people who can influence at a public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.
There is no more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say to a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.
With the advent influential bloggers, spread the circle of people, at which a particular company / organization can make influence.
Modern public relations has to take in consideration a wider set of people, not just people from the media, but also bloggers.
Storm which was made by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.
Monday, 19 April 2010
SEO, Marketing and PR
Some have a opinion that SEO is reserved exclusively for the IT guys.
Technical knowledge is just a start, and person should have some technical knowledge to set up a base of SEO, but that is only 10%.Rest of SEO is marketing, and probably more PR.
Search engines dominant value words and phrases and words are certainly not 'specialities' of IT guys.It turns out that the for other 90% of SEO are responsible people for communication and dissemination of ideas.
Consequently, in complete communication mix it must be taken that is not just marketing and public relations, but also and SEO.
Actually, SEO makes a complete communication strategy visible.
As I think that is mistake to give priority either to marketing or PR, same mistake is to give only the importance of SEO.
All 3 elements must be tie up in communication strategy in order to achieve full effects and fulfill business objectives.
Technical knowledge is just a start, and person should have some technical knowledge to set up a base of SEO, but that is only 10%.Rest of SEO is marketing, and probably more PR.
Search engines dominant value words and phrases and words are certainly not 'specialities' of IT guys.It turns out that the for other 90% of SEO are responsible people for communication and dissemination of ideas.
Consequently, in complete communication mix it must be taken that is not just marketing and public relations, but also and SEO.
Actually, SEO makes a complete communication strategy visible.
As I think that is mistake to give priority either to marketing or PR, same mistake is to give only the importance of SEO.
All 3 elements must be tie up in communication strategy in order to achieve full effects and fulfill business objectives.
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