Time to Humanise Your Marketing

Humanise Your MarketingMarketers, Advertisers, and Public Relations Professionals are constantly conceiving strategies that would make their sales grow. However, many a times these professionals start thinking more about their brand than the audience. Whereas, PR professionals might be thinking regarding the industry trends to find themselves a mention, while advertisers might be looking for ways to send a message to a greater audience at the cheapest price and Marketers might be busy building leads to serve the Sales department. All of them are making a mistake, though! They have forgotten the human being behind the screen; the human who is to buy their products and services. It is this human factor that should drive all their marketing efforts, including Public Relations and Advertisements. Rather than analyzing what went wrong after you set forth a marketing strategy, frame your strategies around the feelings of your target customer.

Take Human Psychology as a Guide

Not everyone in the audience is your target customer. So, the first thing to determine is who would buy your products. Who are they? Where do they live? What is their income? And what motivates them to buy your product? Answers to these few questions are generic but vital to guide all your marketing endeavors.

Putting your feet in the Shoes of your customer

Forget your sales for a moment and think about what would elevate the feelings of your customers. A Marketer might not have a psychology degree, but he would need to know human emotions to drive his efforts. Let him consider himself to be the customer of his own brand. What would I want from it? What would drive me to purchase it? What would I feel after procuring the product? Personalizing all your marketing efforts makes you understand your customer better and you can create a human link to the marketing strategy that you are going to design.

Opt for Human Marketing

Bringing in humanity into marketing is the newest trend in vogue. The amount of success received by info-graphics and concept based videos really tells us how much humans cherish information based content even if it is of a promotional nature. Marketers also need to study how searches are being conducted on search engines and how are the search tags written in the search bar. This would make them understand the reality of the tastes and preferences of the customers.

Over the years consumers have become irritated with brands coming to them with a buying plea. They are after them everywhere, at home, in their office and at parties. Many marketers have made errors of not considering the human nature of their audience and thus have lost a lot of customers over the years. If you want to build a better connection between your brand and its consumers, humanize all your marketing efforts.

Key Questions Which Market Research Addresses

Market researchIntroduction

Market research is the analysis which allows businesses to have a thorough understanding of the markets in which they operate. Such an understanding allows organisations to sell effectively, through targeting customers. It also allows companies to identify new opportunities. To be effective, there are a number of questions which need to be considered. This post outlines some of these questions under three headings.

Try to get answers to the following questions:

1. Existing customers

a. What are their views regarding our products and services?

b. What need is our product or service fulfilling?

c. What factors are important in their decision to buy from us?

d. What do they think of our prices?

e. What service do they expect from us?

f. How do they rate our customer service?

g. How do our customers think we could develop or refine our products or services?

2. Potential customers

a. What customers are we not doing business with – ie who are our potential customers?

b. How many are there?

c. How much of our service or product do they buy from our competitors?

d. What criteria do they use when buying?

e. How can we get them to buy from us?

f. What future improvements or enhancements do they expect from us?

g. Where and when do they buy?

3. Market trends and competitor intelligence

a. Is demand for our product growing or reducing?

b. What are the current economic and market trends?

c. How do we think buying behaviour will change in the future?

d. What innovations are our competitors working on. Could these make our products or services obsolete?

e. What are our competitors’ plans? How are they changing?

f. What are the competitors’ products and how are they priced?

g. What channels are used by our competitors, how do they promote their products and services?

h. What future legislation could impact on our market. Is there any in the pipeline?

A thorough understanding and analysis of the questions set out under these three headings will enable an organisation to build up a much fuller picture of its market.

To answer these questions, there are various resources, including the local business library, the relevant trade association and publications, the Office for National Statistics, reports in business magazines, local authorities, Chambers of Commerce, UK Trade and Investment, the internet, your own data, your customers, and, finally, commercial publishers of market reports (KeyNote; Euromonitor; Mintel; Datamonitor; The Economist Intelligence Unit; and Market & Business Development).

To complete the picture, it is often necessary to undertake field research – both quantitative (statistical information) and qualitative (feelings, attitudes and motivation). Techniques for this often include the use of surveys, discussions, observation and experimentation.

I hope that this is a useful summary of the type of information organisations will require if they are to undertake market research.


10 Things Every CXO Should Know About Mobile Marketing

Mobile MarketingAt a time when the whole world is turning from a huge screen to a much more compact version on their smartphones, it is time you make some improvements to your marketing strategies as well. Yes, you might have been quite successful with your past approaches but, if you don’t stay open for change, you might lose out a lot. That’s why I am sharing some tips that you can use of in order to make the right mobile marketing strategies. Here we go:

1. Know the transformation

First and foremost, you should be aware and understand the transformation that has rocked the world. Studies show that the future of marketing is mobile. People spend more time on their phones than in front of any other gadget. This leads us to the conclusion that mobile marketing is one of the most efficient tools to gain the right customers in today’s age.

2. Mobile app or mobile website

The current trend requires every company to create its own app in order to communicate with its customers. But, you don’t necessarily have to go with that”flow”. Sometimes, a website optimized for mobiles will be more effective than a mobile app. Mostly because, people will not want to take the effort of downloading an app, keeping mind of the space constraints on their phones. On the other hand, the app helps you engage with your customers even when there’s no secure Internet connection. So, you should first decide whether you will go in for a mobile website or whether it is absolutely necessary to have your own app.

3. Know your customers

You should analyze and have some understanding of the mobile usage of your potential customers, like the type of interface they use, the time at which they are most likely to be free and so on. Based on this data collected, you can make the right decisions and formulate appropriate strategies that can boost your digital brand activity accordingly.

4. Incorporate ASO into your mobile marketing strategy

Understanding App Store optimization (ASO) and incorporating the right strategies can help you gain loads of new customers. What SEO does for your website, ASO does for your app. It helps your app speak for itself in the midst of intense competition. Go through some good resources on ASO and incorporate them into your marketing strategies to generate better awareness.

5. Know your competitor

It’s not enough to just know about your products and your potential customers. You should also keep track of your competitors. When you read through and understand their website or app, you will not only stumble upon new ideas but will also know the ‘strategies’ that makes them successful. You could even introduce improved schemes that can help your business.

6. Be more lenient

Yes, you were very successful with the previous modes of marketing. But, mobile marketing is ever changing. You cannot dive into this just relying on your past experience and success. You should study the current scenario, build the suitable apps and test them accordingly.

7. Checking In-App advertising

Many mobile apps like Twitter allow you to advertise your app. You can advertise your app within another app or through other mobile marketing forums. This will help you in promoting your business effectively. It’s not just about creating an app that can suit you; it’s also about motivating your target audience to download and use the app.

8. Consider social media platforms

If you create an attractive social media advertisement for your mobile app, it can help you considerably. It can help you target the right audience very quickly and is cost-effective. This is one of the best ways to promote your business and brand as well.

9. Use Mobile app automation

Mobile app automation is similar to web marketing automation but comes with a new bundle of challenges. You must design the automation in such a way that it can generate a good engagement, retention and lifetime value for your customers.

10. Making use of real-time locations

This is one of the best advantages of mobile marketing. You can target the potential customers within your geographical location making your marketing more effective and productive.

Considering these truths about mobile marketing will definitely help you understand the need for it in your company or business. When you make the right decisions, your company will flourish undoubtedly.

Marketing How and Why You Measure Results

MarketingMarketing is an essential function of every business. Smart business leaders know that ongoing outreach to current and potential customers is integral to sustaining a healthy enterprise. Like all business initiatives, marketing campaigns must be monitored and the results measured, to evaluate the campaign’s efficacy and determine how to make adjustments if results do not meet expectations.

The measurement of marketing results can be broken down according to a method recommended by Joseph Raymond Roy, a marketing consultant based in Meredith, NH, who gives us the acronym DATA:

1. Defining, identify the results your marketing campaign is designed to promote

2. Assessing, measure the dollar value of your marketing campaigns (calculate the number of customers and gross revenue)

3. Tracking, determine if customers came to your business as a result of marketing activities

4. Adjusting, do more of what produces the desired result and less of what does not produce results; optimize your marketing activities

Begin the measurement by calculating the amount of money invested in marketing activities. Ideally, time invested is calculated as well, but it may be difficult to attach an accurate dollar figure to one’s time. How much is the time spent networking worth? What is the time devoted to blogging worth? You may develop good relationships with potential referral sources, but the process may take five months or five years to pay off.

The value of speaking engagements and webinars is easier to calculate. Speaking at a well-respected organization always has value, regardless of whether you receive referral business or meet a future client, because the very act enhances your curriculum vitae. To calculate the monetary ROI, deduct the value of resources spent to promote your talk from gross receipts generated by customers acquired as a result of the talk.

Tracking (forward tracking), the process of building an identifying mechanism into a marketing activity before it is launched, enables measurement of each actvities’ results. If you present a webinar, the registration process would include an email address for each listener, making this a useful tracking mechanism. Attaching a code number to a special product offer is another excellent tracking device. The marketer identifies customers who are impacted when they announce the code to receive the offer.

There are other tracking methods as well, including Point-of-sale tracking, conducted when new customers are asked how they heard about your business. Point-of-sale tracking may be used when tallying up sales associated with marketing activities, as revenues generated by promoted items are documented.

Reverse tracking is the process of examining your customer list and documenting how current customers became your customers. If you write a blog or newsletter, measure your reach by counting the number of subscribers, email forwards and followers. Use point-of-sale tracking to learn if your long-form content attracts customers.

The value of PR can be measured in at least two ways. First through media impressions, when the marketer counts the number of media outlets that include a story in response to a press release that was sent. Second through content analysis, when the marketer evaluates the accuracy of what was broadcast as compared to the press release, as well as the prominence of those item placements.

Online data analytics systems track visits to your website. Do potential customers quickly abandon your website? How many visitors follow-up with inquiries, or further engage by clicking on your newsletter or blog? What is the impact of your social media activity on your marketing objectives? Online data analytics reports tell the story.

The ultimate marketing metric is the percentage of your customer base that results from marketing activities, known as Marketing Originated Customers. Providers of intangible services or sellers of big-ticket items may wait 6 – 12 months to garner results to measure. Winning a contract from a client entails a much longer sales cycle than selling groceries. Metrics make it possible to know which marketing activities yield the best results and that knowledge allows you to optimize marketing efforts.

You’ll do more of what works, perhaps launching an advertising campaign during a particular season, or increasing participation in certain business associations. Some activities may be diminished or dropped altogether. The gross sales figure attaches a dollar value ROI to the marketing campaigns and you can compare to the pre-campaign sales volume.

Marketing metrics ensure that you receive the desired ROI from your marketing campaigns. Appropriately chosen and implemented marketing activities that are tracked and optimized always pay for themselves.