Hablemosde Marketing

Effective E-Mail Marketing – An Integral Part Of Customer Retention

admin — Fri, 20 Jan 2012 08:33:02 +0000

To many of the people who regularly receive spam, e-mail marketing might be something they completely detest. However, the reality is, an effective and well thought-out strategy of e-mail marketing may not only entice the customers, it may become an excellent tool for retaining old customers as well. Indeed, it may prove much better and effective than advertising in the magazines that are available only on the Literature Stands. Let’s see how it helps retain your existing customers.

Let’s assume that your business formulates several promotional campaigns targeted at various customer segments. However, due to lack of a mechanism for wisely selecting the most targeted customers, you might not send e-mails to everyone fearing that you might spam their mailboxes and this might impose a reputational risk. Instead of e-mails, you then choose print-based ads or online ads that reach everyone, not just the targeted customers. This, in turn, increases the cost of marketing as the number of customers who receive that increases multiple times but the conversion rate reduces.

With a good outbound marketing system, you can place various criteria and filters to obtain the lists of customers you want to target. For example, let’s consider that you run a ticket selling company for flights and one of the major airlines in your country is offering cheaper tickets to a certain holiday destination for the bookings made over next two weekends. In such a case, you would like to target the customers who meet the following criteria:

1. People who have traveled with your tickets in last one year

2. People who made bookings for holiday purpose, not business purposes

3. People who have traveled on weekends or on Friday

List of customers obtained after applying these filters would be much more targeted and won’t cause your marketing e-mails to spam their mailboxes. Also, targeted offers are likely to make more customers show their interest which might lead to a better conversion rates as well.

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Killer marketing campaigns

admin — Mon, 31 Oct 2011 06:32:59 +0000

Do you ever wonder how international companies and reputed brands invariably come up with fantastic marketing campaigns in a consistent manner? Do they succeed simply because they have a lot of money? Well, there is no doubt that having lots of money in your hand can make a huge difference. However, it is never about the money alone. For proper marketing and business promotion, it is a very important to have a very good opinion about one is own business. Sadly, most entrepreneurs do not have a good opinion about their own business.

They run the business it out of fear or out of lack of satisfaction. If you really enjoy what you are doing, you will feel the natural urge to promote your business to the maximum number of potential customers as possible. Further, coming up with great marketing campaigns requires a certain level of confidence in one’s own abilities. The root of the marketing campaign may originate from the agency but has to be approved by the business before it can be used. Many persons find that they are in a position to think with a lot of freedom once they know that they can come up with a killer marketing campaign on their own.

On the other hand, those who are worried that they may ignore a wonderful marketing campaign simply because they could not identify the same will obviously be hesitant. It is a bit like setting up bathrooms Kingston for the first time. Until you do it, you will always worry whether you really have it in you to do the job properly. Once you do it, you will never have to worry whether your kind will be satisfied with the work that you have done. The important thing is to go ahead and give it a try.

Red Bull can help to give you wings!

admin — Tue, 27 Sep 2011 10:47:50 +0000

There is no hiding from the fact that these days we use the internet for everything, from doing our banking, to finding the perfect gift for an 18^th birthday or trying to find rgn jobs in our local area. However broad or specific your needs, the internet has become a vehicle for many to fulfil them. Therefore it doesn’t come as a surprise than many companies shave clocked on to the amount of time we spend online, and are building their marketing campaigns to reflect this.

Many big brand businesses in particular have built marketing campaigns through the use of social media channels that can effectively target their market and current as well as potential product or service consumers. One such company that has been successful in this vein in Red Bull and thus we shall examine them further for inspiration. Red Bull is a popular energy drink which was created in the late 1980’s

by an Austrian entrepreneur named Dietrich Mateschitz. The Red Bull brand of energy drinks is hailed as the most popular in the world with a reported three billion sold on average a year. The brand have a very strong marketing slogan ‘red bull gives you wings'which is marketed throughout all their communication channels strongly. Red Bull have built a strong presence on social media networking platform Facebook, and were early adopters in the ‘fan page'movement within the network. Upon visiting their Facebook page you are greeted with a large graphic which encourages you to ‘like'or become a fan of the page, suggesting that this action needs to be completed before you can look around their page any further. This strategy of encouraging and somewhat coercing the viewer in to liking the page helps create a snow ball effect where a friend to the user who has liked the page sees this activity and maybe encourages to do so also. Red Bull consistently update their page with content several times a day meaning that activity from Red Bull will be seen on fans news feeds regularly, consequently keeping the brand in their mind. Red Bull are great example of best practice when in comes to brand marketing consistently and using Facebook as a marketing tool, so why not take some time to look around their page for inspiration for your own business.

MTV ’v'Abercrombie: A silly Fitchuation?

admin — Sat, 20 Aug 2011 16:33:04 +0000

The PR world is a buzz at the moment as a real ‘Fitchuation'unfolds and brand clashes with celebrity. Now you often hear about brands, especially clothing brands sending hoards of garments from their most recent collections to celebrities in the hope that they will wear them and get papped in the process of doing so. Even if said celebrity is doing something a little bit questionable, brands don’t reall care as it only serves to increase their exposure. However a rather unusal case has emerged recently where self proclaimed ‘idolized and always cool'aspirational clothing brand Abercrombie & Fitch had offered a ‘substanial'sum of money to star of MTV show Jersey Shore Mike Sorrentino to not wear its clothes, yes you heard right – NOT wear its clothes. The bold marketing move had recived considerable negative backlash to the brand, yet they continued to toy around with what some call a bold PR play, releasing a statement on their Facebook page with the title ‘Abercrombie & Fitch Proposes a Win – Win Situation’, seemingly to fan the flames of the whole Fitchuation. MTV not to be out done subsquently released a statement “It’s a clever PR stunt, and we’d love to work with them on other ways they can leverage ’Jersey Shore'to reach the largest youth audience on television”, the battle has commenced it seems. Abercrombie strive to stay in the type of market that requires daddy dearest to take our even more business loans in order to support his childrens Abercrombie habit and The Situation wearing the brand in their eyes damages this almost untouchable notion, however Abercrombie should tread very carefully incase this is one PR move just a step to far!

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Marketing feeling the pinch

admin — Wed, 03 Aug 2011 12:39:17 +0000

Everyone has had to tighten their belts in recent years, thanks to the global financial crisis (you might have heard about it – it made some of the papers…) and the subsequent slump in spending on just about anything that bosses deem an unnecessary extravagance. At my own workplace, travel budgets have been slashed and I’m not sure, but I think the CEO might have stopped ordering new bespoke three piece suits!

Of course, cutting spending is often the only way for a small or medium-sized business to survive in a tough economic climate, and I know that managers have to make important decisions about where those cuts have to be made. The problem is that so many are making the wrong decision.

According to statistics, marketing budgets have seen some of the biggest cuts over the last three years, with experts calculating that spending on advertising is likely to decrease further in 2012. But surely this kind of move is a false economy? By all means, be more careful with your precious marketing and advertising budget - no hiring big Hollywood stars, or creating expensive 30-second ads laden with special effects – but in difficult times it is even more important that companies invest wisely in marketing to persuade the public to spend what little disposable income they have on their products.

Of course, I work in marketing so I’m biased. But one of the first principles I remember learning at college was how important it is to get your message out there in difficult times. Actually, this was being applied to case studies where organisations or businesses had suffered some kind of catastrophe, but the message is still the same; speculate to accumulate!

Effective Relationship Marketing

admin — Wed, 29 Jun 2011 16:14:35 +0000

Relationship marketing means building up good and lasting relationships with customers and with those business organizations with which you conduct business. The basic principle of this kind of marketing is to improve the relationship with the existing customers instead of searching and finding new ones. The need of each and every customer is catered to through this kind of marketing. Thus, the study of relationship marketing is the study of changes in customer needs according to changes in the situation.

Many types of techniques such as sales, customer service, communications and marketing are used for effective relationship marketing. By using these techniques not only is the relationship with the customer enhanced, but its life expectancy is also increased to a great level. The main focus of relationship marketing is to build effective and lasting relationship with the customers, attract them to the services and products and also to retain the interest of the customers.

The concept of relationship marketing becomes even greater if the customers have different kinds of options for the same service or product in the market. In such cases the customers make their decision on selective basis. In such type of markets, the companies try to capture a good market by making good products and offering better service. Every company tries to outdo its competitor and retain the loyalty of the customers. After it is achieved it becomes difficult for the competitors to gain an edge in the market.

Many studies have come up with the conclusion that the actual cost of retaining a client is about ten percent of the total cost of attracting a new client, this can be likened to the example of running an old equipment on red diesel Plymouth, rather than replacing it with a new one and paying a lump sum cost price in the process. Thus, retaining the old customers through effective relationship marketing makes more sense than spending a huge sum of money to get new clients. Therefore, if the number of existing customers is large, there is no need to acquire new customers.

Most businesses know that if the trust of a customer is gained, then it is quite likely that he or she will not switch his or her loyalty to another company. The customer will continue to buy the goods of the same company even though there may be a price variation. These satisfied customers will also recommend the products or services of the company to his relatives, friends and other acquaintances.

Today with the development of the internet, software for effective management of consumer relationship has also been developed. The software can help to find out and keep a track of the preferences, tastes and complaints of the customers. Most companies now use this kind of software in their marketing approach, which helps both the company and the customers too.

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Ashton Kutcher: a modern media mogul?!

admin — Sat, 28 May 2011 17:03:11 +0000

In our modern world marketing efforts are not only confined to products and services. People themselves, in particular celebrities are increasingly marketing themselves as brands. One of the best illustrations of this concept is Ashton Kutcher, an American actor and TV star, who well known for his use of social media, self proclaiming it as “the most extraordinary valuable communications device ever invented in the history of man”. As of May 2011 Ashton Kutcher has over six and a half million Twitter followers and nearly ten million followers on the social networking site Facebook, this is without mentioning the plethora of other social media he engages with such as dailybooth.com and myspace.com. Ashton Kutcher will ‘tweet’, ‘status update’, blog and post the same content, be it links, or photographs or messages across the range of social media he uses, creating a strong, consistent message across the platform to reach fans and ‘followers'globally. A celebrity figure like Ashton Kutcher, is not necessarily someone you would consider with great ease, as being a marketing trendsetter, yet it evidently works. Ashton Kutcher ‘engages’with the market by posting pictures of his life, or updates as to what he is currently doing, and grabs his fans attention. He furthermore achieves ‘Interactivity'by allowing comments on posted items on his social media sites, or he will ask his fans a question, thus interacting with them in real time, lastly these activities flow to create more and more volumes of content on him as a brand, heightening his persona and increasing his awareness and presence even more. However, albeit difficult to accept, especially amongst academic or established marketing leaders, he is just that, a modern media mogul. So whether you are a company selling a product such as garden furniture or selling a service such as manual handling training look outside the box next time and take marketing inspiration from all that is around you, maybe your favorite celebrity is doing something even better!

Hovis farmers show us how its done

admin — Sat, 28 May 2011 16:03:08 +0000

Marketing in its current form, is widely identified by both academics and business contemporaries, as a modern discipline, with marketing historically being seen to be an umbrella term for purely organic practices, such like promotion and advertising. On the other hand, some argue that it is far from a fresh field, Holbrook & Hulbert (2002) note; “marketing has been around for a long time – at least since Satan waged a promotional selling campaign to persuade Eve to eat the apple in the Garden of Eden”. What ever thought construct you choose to follow, what are undisputable are the drastic changes that have taken place in the role of marketing practices. The catalyst for this change has been the explosion in use of the World Wide Web by consumers, altering the way in which target markets seek information about products and services. Modern companies increasingly have to think outside and around the box to create marketing campaigns that will capture the imagination of modern day consumers as well as reaching them through all these new media channels. Hovis for example (who experienced a drastic drop in sales last year) have recently launched a £3.5 million advertising campaign based on an integrated marketing communications strategy. The 100% British wheat campaign seeks to celebrate the efforts and hard work of British farmers and In a way that the consumer can engage with. Alongside the campaign the product itself has been repackaged to reflect the campaign focus as well as there being a social media presence to tie in with the whole marketing effort. Companies such as Hovis are a great example of how marketing departments in modern companies should be thinking and creating in order to hold or achieve competitive advantage in our current digital age.

Online Marketing Strategies

admin — Sat, 14 May 2011 20:03:05 +0000

There several different business models you can use when it comes to marketing online, so it is essential to choose the best kind for your business. Here we will look at a few online marketing strategies to help you.

When you are marketing online do not neglect the strength of sending out press releases. You can receive excellent results by using press releases, if you do it the right way. When a press release is sent out, it immediately allows for your business, service, or product to receive exposure. You may be able to release a press release without spending a lot of money moreover there are many online services that will send your press release to other websites for free. It is a good idea to write about the product, business, or service as though it was on the front page of a major newspaper.

A technique that most people would recommend is email marketing, which begins by building a customers list. If you are planning on online marketing then you should begin to build a list of customer’s email addresses. The more subscribers you have to your business the better. Then you are able to send all the latest offers to everyone on your list. Before you begin to send out several offers make sure that you have added a personal touch in contacting your customers, it will make them feel special and important.

If you want a customers list that is more open to what you are selling then you should first open up to your customers by caring for their needs and providing clear information about the products/services. Always try to communicate with your customers on a regular basis, you can do this by sending monthly newsletters or daily tips to them.

If you keep the above mentioned ideas in mind then you will be able to effectively build your business using online marketing.

Modern Marketing & Social Media

admin — Sat, 23 Apr 2011 12:33:04 +0000

The phenomenon of web 2.0 technologies and its social media offspring is profound, global in scale and grasping the attention of generations, it facilitates interaction between people and the sharing and creating of content unparalleled from anything ever witnessed before. Social media is significantly used as social tool and was born as such, however this technology can increasingly be seen having a profound effect on business. Social networking sites (SNS’s) are however just one aspect of Web 2.0 functions, the technology has produced a plethora of applications in addition to social networking sites such as; virtual social worlds, weblogs, photo sharing applications, podcasts, micro-blogging, the phenomenon of youtube and most topically the integration of location founded social networking applications such as Foursquare.

It is undeniable that social media has some tremendous benefits to modern marketing practices and social media now forms part of many marketers daily work routines. However it is said to have become apparent through the research that although public relations practitioners acknowledge the array of benefits of social media, there was clear evidence of significant reservations pertaining to it’s usage within marketing departments. Consequently it can be it is put forth that the realm could greatly benefit from future research that is based around case studies, for example exploring in greater depth exactly how modern businesses faced with a reputation crisis are deploying social media tactics and closing monitoring the online content of these. The use of social media within marketing practices may well be in it’s infancy but it’s very likely to become its bread and butter of its future.