Category Archive HOT FROM THE BLOG

ByPhilip Passman

Marketing Strategy

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.

Marketing vs sales

A closer look at marketing strategies.

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.

 

ByPhilip Passman

Mobile Marketing

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.

green internet marketing

 

ByPhilip Passman

Digital Stars: The Rise of Social Influencers

As bizarre as it may sound, Social Influencers are among the top five trends communicators and marketers must master. The increase in popularity of social media enables more and more individual to acquire large numbers of followers, sometimes up to several millions. Very successful social influencers earn millions of dollars and possess a certain cachet that challenges traditional celebrities who achieve success with actual talent

king bach

Some remain opposed to the relevancy of Social Influencers, especially journalist that pounce at every social influencer mishap with a host of reasons as to why businesses should not endorse  influencer marketing as a strategy. Nonetheless, businesses continue to adopt a Social Influencer marketing strategy. This is because we are in the social media age and its turning traditional means of marketing on its head. Consumers want to be entertained and informed simultaneously, they no longer expect brand to sell to them passively.

Patricia Bright

Personally, hearing other people’s feedback on a product or service, contributes significantly to my buying decision. It transcends to a whole other level of trust when someone I consider to be, -to use one of Kanye West expressions – “Dope” speak about an experience or product with a call to action to try it out. Research carried out by the University of Hamburg showed that traditional celebrities are still considered more favourable, however the familiarity aspect of social influencers, made them more trustworthy. In which case, Social influencers hold endorser effectiveness without a doubt.

Paul logan

Last year, L’Oréal increased its budget on social influencer’s as it saw sales increase as a direct result to its social influencers. Amongst other companies, L’Oréal is leading the way in influencer marketing, taking full advantage of this technic to reach a wider audience. It formed a ‘beauty squad’ made up of influencers from different ethnic backgrounds with strong reputations to promote make-up products. Also, this enabled the brand look more diverse.

 

L'oreal social influencers

What began as individuals with cameras and a lot spare time is now being implemented into marketing strategy for firms.

 

 

ByPhilip Passman

Video Advertising

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!

ByPhilip Passman

Identifying the right target audience

 

Coca Cola

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!

santa image

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.

  1. Who is your target audience?
  2. What do they need and what benefits does your product provide?

Identifying the right target audience

  • The importance of Understanding your market

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

  • Segmenting 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.

  • Testing your market for Proof

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.

 

 

 

 

 

 

 

ByPhilip Passman

Social media network as a distribution channel

Facebook logo

Twitter Logo

 

 

 

 

 

I remember researching on an assignment topic, for a challenging module (Strategic management and Planning) during my time in university. Students were required to come up with ways to help brands in the cartoon industry with high amounts of customer loyalty, however, faced with longevity issues. For example, Barbie and Ben 10. My solution was to extend distribution channels from the traditional cable channels on TV such as Cartoon Network and Disney channel to online streaming platforms that serve the same consumers such as Netflix, NowTv and Amazon – on the hypothesis of reaching a wider audience.

I never imagined social media acting as a distribution channel just like the radio, Television and online streaming platforms? The increasing importance of social media network has prompted businesses to re-think their strategy. Social media platforms like Facebook and Twitter are beginning to serve as an alternative distribution channel for major companies, as more partnerships are being formed and deals being struck. In September 2017, the NFL partnered up Facebook to distribute highlight and recaps on the social network and delivered 10 games live on Twitter in 2016. This is similar to watching Premier League matches live on Facebook or Twitter.

Also, In China, a three-year partnership with Tencent was announced. NFL live games including the super bowl and playoffs will be available for fans to access on the NFL section. This goes beyond social media platforms simply serving as a promotion tool for brands, Social media is being modified for major brands to serve as means for extended distribution outside their traditional audience broadcast.

Perhaps, in the future, we would see a more packaged social media? A premium member Facebook account holder with monthly fees for access to watch our favourite shows or a premium twitter account which enables users to stream their favourite band concert.

 

 

ByPhilip Passman

Social media advertising

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:

Facebook – Engagement at scale

  • Reach-37 million, which is half of the UK population
  • 29 million users log in each day
  • Average user logins in up to 14 times a day
  • Average person has 150 friends
  • Best used for reach and mobile

Instagram – Inspiration/Aspiration

  • 150 million global active users
  • 80 million photos and videos posted every day
  • Best used visual images/ videos high impact
  • Users actively looking for inspiration within the platform

Twitter – Engagement and conversation

  • UK reach 15+million
  • 44% of users follow brands to keep up the latest news
  • 42% follow for offers, promos, and sales
  • Best used for engaging and mobile

Snapchat – Young Audience

  • UK reach- 8million daily
  • 62% of users of audiences between 13-24
  • Over 350million video views in the UK every day on snap chat
  • Live stories are watched by approximately 2M Snapchat users in the UK per day
  • Approximately 5M snapchat users in the UK view discover every month

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.

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ByPhilip Passman

A catalyst for better social media promotions

The dramatic changes occurring due to rapid technological advancement has left companies constantly playing catch up, as they scramble to make the right decision that provides a competitive edge. Not too long ago, when social media first surfaced, solely small sized innovative companies adopted a social media strategy, most big companies remained skeptical about the true benefit of social platforms. However, as the benefit became more obvious, major brands and companies began to embrace social media and adopt a social media strategy. Look- the moral of the story is, Social media is important and can be deployed as a strategy but it has to be done right. Are you familiar with the resource based view approach?

It emphasises on a company’s resources, as the fundamental determinant in creating a competitive advantage and performance. In other words, making the best out of the resources available to you to boost performance.

There are three main types of promotion which include, paid promotion, owned promotion and earned promotion. Social media platforms, fall under the owned promotion category, you own it so make the best out of it. When you create a Facebook account, you are required to register as a member in order to have access and join in on community activities. You control how you are perceived in the community. Similar to real life, these online communities consist of other members living their digital lives, sharing thoughts, opinions, photos and videos. From a business perspective, this unlocks potential opportunities as it enables direct and unlimited access to its customers and future prospects for free! Guess that explains why the big brands decided to change strategy. It gets even better, you can hold multiple social identities and participate in several social media platforms.

Well then, this is easy, anyone can do that? The answer to that is no, not if you intend on achieving set business objectives. There are other things to consider such as target audience, level of sophistication of target audience, which social media platform are my target audience active on? Identifying the right platforms your target audience are most active on, is significant to having a successful social media campaign.A promotional campaign that requires players to upload original video content will get very little or zero response from a target market that primarily consumes content and does not create any content. Research a little to collect some data before you launch a social media promotional campaign. People tend to create alter egos in the digital world however, majority of social media consumers remain spectators and consume content passively.

Marketers have found ways to segment the market for social consumers and now teaching businesses of all sizes this formula. Marketers can now collect information from our digital footprints – which comprises of the traces we leave as we interact online and when you share social content. The use of analytics is fundamental for measuring progress on a promotional campaign. Have an expert or influencer test your product and give a review on your product, that way your business becomes more credible and gains more recognition.  If you would like to learn more about planning social media strategies, then get in touch now to book a consultation for free now! Remember make the most of  your available resources!