As a marketer, I often find myself explaining the difference between and a marketer and salesperson to individuals at social gatherings. There is a general misconception of both concepts as they are perceived as the same by so many. A salesperson is a touch point between the consumer and a marketer, mostly responsible for the selling of a product or service.
A marketer is in charge of branding a product or service, exploring target markets, performing market research and analysing data. Personal selling is an aspect of direct marketing however, a salesperson and a marketer hold extremely different skill sets.
A business decides on which strategy to adopt based on its marketing objectives. There are two main types of strategies, which include transactional marketing and relationship marketing.
For instance, a car insurance company relies on point of sale transactions with emphasis on maximizing the volume of individual sales. Amazon, on the other hand, adopts a relationship marketing strategy with emphasis on building a bond with customers and delivering superior customer value and satisfaction with direct marketing and database marketing
Similar to relationship marketing, direct marketing has a clear focus on selling to existing customers. The logic behind this is, it cost five times more to acquire a new customer than to keep an already existing customer happy by building a stronger relationship by adding value. Little wonder why I have so many loyalty cards in my wallet.
From a consumer perspective, most Loyalty cards are reward schemes for customers who frequently spend their money on a company’s product or services, and collect points in return that facilitates savings on future purchase.
From a business perspective, the goal is to collect consumer data for database marketing. Tesco is at pole position in taking advantage of this strategy, it used this tactic to study its club card holders shopping habits, products preference and tailor offers about products directly to the customer. This is why you get emails with 30% off of your favourite wine brand if you are Clubcard holder. Tesco now has 12 million unique profiles of its 15million customers.
As a digital native, I sometimes wonder how humans lived on the planet without the internet, television, and smartphones. I do everything from my mobile device, my natural planning process for each day begins with checking my email, the news, social media, travel information, the weather in that order. An unnatural scenario would be waking up without my mobile device or the internet, in which case I find myself at a primal state, feeling like a caveman.
Mobile marketing is an old phenomenon. However, the pivotal role of the smart mobile device has facilitated a higher saturation of mobile devices. Ownership has reached 87 percent in Germany, 83 percent in the UK and 74 percent in France. There has never been a time with more mobile devices in people’s pockets. Smartphones have surpassed laptop as the number one device. 90% of 16-24-year-old own smartphones – while 49% of adults check smartphones within five minutes of waking up and the ownership of smartphones is increasing among 55-65 age bracket.
One would think this would have remarkable marketing implication but this is not the case. Consumers show acceptance to mobile ads but engagement remains a struggle. According to Mintel, Consumers tend to show a degree of acceptance to mobile ads to enjoy free content/app but find pop up banners ads an annoyance and very disruptive. With mobile ads, constantly a growing concern among consumers, some network providers are beginning to take action
Tesco mobile approach offers consumers the power to control what ads they receive. In partnership with mobile platform unlockd, Tesco will show ads, discounts offer and branded content to its pay monthly customers with the Xtras app. Pay monthly Customers will save £3 per month if they sign up and download the app. To sign up, customers will need to enter their age, interest, and preference to prevent being exposed to irrelevant ads. This means you get to control of the ads you see and get a discount on the monthly bill. However, this is only available on Android.
Content is king and video is the king of content! Marketers have increased their efforts with video advertising because it cleverly scales over the defensive wall we have built up over time to Keep out annoying ad’s. In many instances, ads are seen as annoying and frustrating. Personally, I try to make them go away or never pay attention to them- activating my ad force field.
A large segment of consumers remain unfazed by advertisements.
According to Mintel, nearly one third of consumers believe they can’t be influenced by marketing, no matter the medium.
Combined with an increased use of ad-block software’s, marketers have to create content that is not only engaging but also non-disruptive to consumers. Video ads could provide an answer to the challenge of getting through to more consumers. The entertainment factor about video advertising allows flexibility for marketers to get creative with conveying message and information.
Subjectively speaking, it’s easier to recall a creative entertaining video ad than a billboard ad, flyers or poster. In 2015, Honda Launched its ignition campaign. Working with Creative Network, a creative agency based in London- they released an ad showcasing all Honda machines in a very creative entertaining style, making the video ad very difficult to forget till this day. If I were hypnotised by Darren brown today to enhance my memory, I most likely will not remember the information on a flyer someone handed me two years ago.
Not many businesses possess the capital to outsource expensive and highly competent marketing agencies like creative Network. However, a big impact video ads can be achieved on a small budget. Influencers on YouTube with millions of hits and thousands of subscribers do it from their bedrooms and kitchen. In which case, you only require a camera and individual ingenuity.
Here at green internet marketing we offer a video creation marketing package that delivers high impact results. If you would like to know more about the package, please get in touch now!
A key success factor Coca Cola possessed, that provided a competitive edge over rival brands was the ability to have one product that targeted a global audience. The refreshing beverage appealed to everyone, irrespective of culture, location, gender, status, class or income. We bought and consumed the same product. Also, a subtler success factor that not many people pay attention to, which plays a huge role in brand recognition and awareness is, Coca cola endorsed Santa!
Fast-forward to 2018 and Coca Cola has diversified its product portfolio in an attempt to fill up gaps in the market and maintain its market share- introducing diet Coke, Coca Cola vitamin water to meet the needs of a more health conscious target audience. The moral of the story is you need a clearly identified target audience and a product that consumers need in a modern market environment. Consumers are demanding more from businesses before tendering their cash. Identifying the right target audience is imperative and applies to businesses online.
The internet provided an alternative and contemporary way to reach target audiences, however, the traditional means of identifying a target audience is a prerequisite for promotion online. Before you begin your marketing efforts, there are two questions that must be answered.
To explain this further, it’s worth recalling the tail of two salesmen sent to Africa to discover market opportunities. Upon arrival, the first salesman noticed people were walking around with no shoes and quickly said there’s no market here. The other salesman had a different perspective and saw an opportunity. This illustrates that any business must completely understand the needs of its target audience
It is rare, to come across a product that appeals to a vast target audience like coke did in the days of yore. Choose specific demographics to target: Age, gender, location, education level, income level or ethnic background. In addition, you should consider the psychographics of your target audience: values, personality, attitudes, lifestyle, interest/hobbies and behaviour. One way of carrying out a segmentation process on social media is done by using the social technographic ladder.
Before you begin your campaign efforts, it is good business practice to speak to a group of your target audience. This enables you to test your accuracy on the profile of your target audience. Furthermore, you will be able to test your assumptions on they think and if they will buy from you.
Social media is amid the fastest growing channels for advertising, this is because millennials pay attention to social media posts and constantly want to be entertained. As one myself, I have no time for adverts that interrupt my favorite TV shows, so during halftime breaks, I pick up my phone and check my Twitter updates. I’m willing to give my important attention to a video or photo with 150 retweets from someone interesting on Twitter and be entertained! If the photo or video attached to the post, happened to be your product or brand then you have a potential customer.Each social platform offers something a little different.
According to Mintel, more than two fifths (43%) of social media users can recollect engaging with a brand/product advertisement on the likes of Facebook and Twitter in the last three months.
that couldn’t be more accurate, as the only advert I can recall is the google advert promoted on social media platforms which features ‘Nusr_et’, famously known as Saltbae. Understanding the benefits, each social platform offers will facilitate better ROI. Below are known stats on each platform:
Here at Green internet marketing, we offer packages that suit your social media needs. We begin with a brief to identify the best platform to suit your business requirement and then drill down to targeting. If you would know more, book a free consultation now.