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Integrating Your Marketing Efforts
By Sandra Pearce, MPA Media Marketing Coordinator
Over time, your business and technologies will change, but the one thing that will never change is this – marketing is critical to the success of your business. Regardless of your business type, product or services, a lack of consistent communication with your current and future customers can cost you in the long run. As people's information gathering habits change and evolve with technology's advancements, we as marketers must change and evolve the way we communicate with them.
If you're like most business owners and decision makers, you likely have a set marketing budget. With no money to waste, your main goal is to get the most for your marketing investment. If increasing your ROI appeals to you, then consider an integrated marketing strategy.
Before you can determine how to structure your integrated campaign, let's first answer this question: "What is integrated marketing?" Simply put, it is targeting the same audience in more than one media platform with the same branded message. This creates the synergy that is at the core of a successful integrated campaign. The answer may seem simple, but implementing this strategy is critical.
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What Is Your Message? What Should It Be?
By Chuck Mancino, Marketing Consultant
It sounds pretty simple. What message are you delivering to your customers and prospects? From your website, direct-mail or print ads, what is your current message, and what should it be?
Why the Correct Message Is Vital
Studies say people only take eight seconds to grasp the "message" of a website, and if it isn't clear within eight seconds, the prospects will surf on by. With print ads, you have even less time. People are busier than ever. Most turn quickly through their publications, only stopping when something speaks to their needs. If your headline doesn't quickly tell them why they need to spend the time to learn more, chances are, they will flip right by.
The Selfish Factor
When forming your message, keep in mind your audience is most likely in one mindset when viewing your ad, website or literature: What's in it for me? If the headline of your ad includes your company name, you are making a mistake. Since your company name, in itself, does not convey a benefit to your prospect, it should not be in the headline; a BENEFIT should.
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Why Webcasting Is So Good for Business
By Sandra Pearce, MPA Media Marketing Coordinator
Like radio and television before it, Webcasting is redefining how we communicate. It's inspired new possibilities and created higher expectations. For marketers, Webcasting is fast becoming standard practice in business communications of all kinds.
For the Webcast consumer, the simultaneous delivery of graphical and auditory information can convey certain concepts more effectively than the written word or an audio recording alone.
For product suppliers, producing a Webcast provides an opportunity to influence potential purchasers early in the buying cycle. Webcast sponsors have the opportunity to position their brands as market leaders in their category. Webcasts provide a source of highly valuable, self-qualified sales leads.
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