This week we are going to discuss inbound and outbound marketing briefly. Next we will discuss mobile and app marketing. Internet marketing is changing quickly all the time. Marketers have to be aware of the changes and which ones the consumers are using. Inbound marketing is unobtrusive and in larger campaigns such as blogs has quality content. SEO lets the consumer find the seller. Traditional marketing is not effective or cost effective. TV commercials can be ignored, direct mail can be tossed and print products are being replaced by digital formats. While the marketplace gets more competitive the consumer group grows larger and shops differently. Marketers need to find new ways to acquire new consumers to continue to grow. The Internet has changed the way consumers behave. The use of the Internet is going to continue as the size of the market grows. Under developed countries are major targets in the global marketplace. Marketers have to determine how consumers behave in the ever-changing market. A major trend is the use of mobile devices, especially the cellar phone. Consumers carry their phones providing an easy convenient way to reach them with campaigns targeting the venue. As the consumer moves to devices such as the smartphone, so should the marketers. Campaigns can be as simple as an ad for a coming sales to attracting the consumer with more involved campaigns. Examples include IKEA’s digitized catalog app, Ford’s search for “media influencers” with a Fiesta free for six months and contests with prizes that entice the target market. Analysis showed it was a successful campaign. IKEA had an app created to digitize the company catalog. Time of engagement and hits increased by three times. Conversions and retention increased.
Use your creativity to apply the tools available to reach out to your consumers. Create an app to attract the market for the product or service. Make the experience inviting enough to want them to come back. Once a design is created services are available to build the app. Tutorials also exist online to teach learners how to create the app. Utilize collected mailing lists, points of contact and social media to put the app out there. The ads and campaigns should be unobtrusive and have quality content. Remember the success of contests, samples and test runs offered by companies to consumers. The last example offered is using eBooks to build lists. Offer information in eBooks free. The call to action is to order the book free and returned for additional products or services.
Use music, art, games and classics but use them on mobile and app devices that travel with the consumer everywhere they go. Use the Internet and mobile devices to improve your own skills, get ideas and learn ways to use it to the best advantage for your product.
See you next week.
Small business to large corporations are using e-marketing. The benefits include the ability to reach near and global markets, to gather the data needed to plan effective marketing strategies and to build relationships with new and existing clients. Businesses have access to an over whelming amount of data. The first thing a company needs to determine is what data is the best indicators of how to reach potential clients. Keywords are import to lead users to your site. However once the users have been to the site whether the users buy or not, businesses have to understand the users actions. Once the business knows the users actions the business is ready to build a strategic marketing plan to reach the company’s goals.
A trending tool is email marketing. This can be done by any business including the artist entrepreneur. Just as there are tools for analyzing user data, there are tools to help preform email marketing. One high level tool is mailchimp. Mailchimp helps the business create a mailing list that is sub categories by segments. Once the list(s) have been created campaigns are created. Mailchimp has graphic tools to design the email. Services include analyzing the responses.
For the travelling artists, the email marketing is an excellent tool for letting clients know the schedule of shows and events. Emails can announce specials being offered and how the client can obtain products. Lastly, it can be an ongoing communication between the business and clients. Today artists can utilize websites, email and other tools offered by the ever increasing functions of technology.
Quick tips for artists and entrepreneurs
Travelling artists, marketing and ethics
In today’s marketplace even small brick and mortar businesses need an e-marketing strategy. The consumers may still be the neighbors down the block but they shop differently now that the Internet has grown to be a powerful, quick convenient way to get information, to shop and to keep in touch. The strategy may be a presence on social media or a full “store” online website. Trader Joe’s is an example of a business that has an online presence but still maintains a “neighborhood” store atmosphere.
Back to the wharf, how do “travelling” storefronts utilize e-marketing? Etsy is an example of a site that provides online space for freelancers and those without either a brick or mortar or a website. Even on sites offering business sites the entrepreneur needs to understand the consumers to know how to market the products and . They also need to know how to analyze traffic to help plan best uses of marketing funds. Information about who the consumers are, how to reach them and to keep them, and what they need or want are important data. Tools are available like Google Analytics to help gain the information to help the business grow.
The entrepreneur’s biggest marketing issue is reaching and engaging consumers. The use of a blog is a free or inexpensive way to reach potential consumers. Find a niche for the product, build a customer emailing list and ask about product interest and feedback. All sales should be documented and customer added to the client list
Another issue in today’s online marketplace is the speed of information travelling and the span of the reach globally. One problem beginning artisans make is to bring too little product or the wrong products to the fair. Vendors are no longer limited to the local marketplace. This leads to another issue. Ethics. Unlike laws, ethics may not be written or enforceable. Ethics varies from one culture to the next. It is up to the vendor to maintain an honest business and fairness to the consumers. Trust builds business, acquires and retains consumers. New and retained consumers support sustainability.
Welcome to the Wharf where successful digital marketing is the goal. This week covers researching the target market, setting online commerce goals and market planning. I am Lee, a jeweler, desktop publisher and graphics designer. I teach classes in these fields. I have chosen this topic to learn about marketing related to fields in which I work.
The week’s activities include defining e-business, e-commerce and e-marketing. The topics show how they are related and work to successful market products. The emphasis in this post is on e-marketing starting with a definition from the business dictionary.
What is customer value as defined in the Business Dictionary?
The difference between what a customer gets from a product, and what he or she has to give in order to get it.
After researching sites related to the topics for the week, two were interesting discussion of the relationships between the three topics and the digital marketing roles in today’s competitive marketplace. Dr. Philip Kotler (Kotler, 2015) emphasizes the trends and the effects on the marketplace. The marketplace is becoming more competitive as more pressure is put on pricing to compete successfully. Another factor is the ability of the competition to quickly reproduce new products. Educated consumers drive markets. Dr. Kotler (Kotler, 2015) says “The customer is King.” Another important aspect is the role of marketing; the role of manufacturing is to support marketing. The marketing department identifies consumers needs, develops products and to work toward developing a plan to sustain the market. The internet offers tools for marketing to accomplish the goals that support the goals of the corporations.
The second article is about the consumer’s perception of the product. Ilan Mochari discusses Ravi Dhar’s “Meaningless attributes often lead to meaningful differentiation.” The perception of the product effect’s sales and pricing. As a jeweler, this is a topic I have personally experienced. It takes just as long to make a silver ring as it does a gold ring. But the intrinsic value of gold results in higher pricing and profits. Professor Dhar uses the thickness of ketchup to show this principle.
Besides the definition of the vocabulary of this week’s topics, the reader has been introduced to the factors that effect pricing through the eyes of the buyer and the importance to understand this factor. The importance of marketing in commerce is shown to be a driving force in the marketplace.
See you next week!
Dhar, R. (2014). Ravi Dhar | Yale School Of Management. Retrieved March 4, 2015, from http://som.yale.edu/ravi-dhar
Kotler, P. (2015). Kotler Marketing Group, Inc. Retrieved March 4, 2015, from http://www.kotlermarketing.com/phil_questions.shtml
Mochari, I. (2014, April 8). Why Your Customers Value Authentic Products | Inc.com. Retrieved March 4, 2015, from http://www.inc.com/ilan-mochari/customers-value-originality.html