Attention marketers! Are you remembering the fundamentals of marketing? Whether you are in the business of selling physical products or services, going back to the basics helps us to build successful campaigns. If you studied business in college, you may remember the term “Marketing Mix” or “The Four P’s” (Product, Price, Place & Promotion). Applying the marketing mix to each campaign in our online efforts (though may seem comical to some) will help in crossing off “to-do’s” on our marketing checklists.
1) Product Decisions
There are many considerations that should be taken into account when it comes to your offerings. Quality, styling, functionality, brand name, warranty, customer service, and packaging are just a few. These decisions may seem obvious; however, you may not realize the considerable time required to formulate a successful campaign. Product decisions need to be strategic from inception (in the creation of the product/service) to the fulfillment and services provided afterwards. For instance, the quality and packaging of your product should strengthen your brand. The warranty that you offer post sale should stand behind your brand as well. Every product decision that is made should relate back to building a credible brand name that helps to grow and foster a loyal customer base. How do you accomplish this online?
2) Price Decisions
Everyone wants a deal. Having a pricing strategy that identifies volume, wholesale and seasonal pricing is critical. Will bundling help cut distribution costs? What deals can your company afford and during what quarters or seasons should they be offered? If you are an online retailer, seasonal sales are especially important. Do you offer monthly/seasonal promotions that you are able to fulfill? Speaking of fulfillment, are you looking into online deal sites like GottaHalfIt.com or Groupon.com? These companies can do wonders for your business, if you have the right pricing strategy that is! If not well thought out, these online coupon deals can cost you tons of money (if you are unable to fulfill the orders due to high demand). If you’d like additional insight on “Groupon-like” opportunities, check out our featured Newsletter Article.
3) Place Decisions
Place, better known as distribution, is the channel through which you will distribute your products/services. How are you covering your market? How are you managing your inventory? For e-Commerce, you must find the intricate balance between product inventory and sales. Do you have enough supply to fulfill certain promotions (seasonal or Groupon-like campaigns)? Do you drive your business decisions according to marketing initiatives or do you market according to business trends? For example, do you increase inventory levels because you’d like to try a special offer like Groupon (marketing decision) or do you market/advertise or “push” certain products because your inventory levels are high? This “push” or “pull” strategy leads us to the final “P” in the Marketing Mix.
4) Promotion Decisions
Promotion represents the communication strategy you create to formulate a positive customer response (lead generation, sales, etc..). Your marketing budget, public relations, promotional strategy (push vs. pull), and sales promotions all fall under this category. A mix of marketing communications in the online world is important. Remember that we are in a period of information overload. Differentiating yourself through online marketing initiatives is important. Creating email promotions and advertising banners that are visually appealing and compelling will help increase your response (click-through rates, website traffic, and/or lead generation). Here are some other online promotion suggestions:
Measuring your marketing campaigns is helpful in driving future business/marketing decisions. By incorporating analytics on each of your online marketing efforts, you will be able to see if a campaign fulfilled its purpose. Calculating your cost per lead will give you a good idea of the success of each marketing initiative. Lastly, remember that there is never a “one-size-fits-all” solution to marketing. Because the online space is constantly evolving, marketers should be cognizant of new, old, and upcoming trends and adjust strategies accordingly.
In our everyday life we are bombarded with multiple advertising and marketing messages that a lot of us just tune out. So how does one take advantage of internet marketing techniques to reach your audience? I think the answer is simple, put yourself in your customer’s shoes. A lot of internet marketing professionals spend countless hours locked behind closed doors, thinking, planning and then executing on ideas that people really have no interest in. The reason why is that they don’t consult, question, ask or engage their potential customers to find out what’s important to them.
As a consumer I need products and services everyday….gas, dry cleaning, power, job related information and the list goes on. However some of these are necessities so we are going to exclude them. The ones that aren’t need to have significant value to move through all of the online clutter. That means that the marketer has to show me value in a very short amount of time in order to engage me. For me, personally, I look for good content that is going to enhance my professional career, products that will simplify my life and services that aren’t hard to find. So if your focus is on internet marketing, are you just focusing on your product or service and its benefits, whereas your focus should be on your customers pain points or benefits that they will receive from your product or services.
Every company has great products and services, just ask them and they will tell you, but is this really the case? If marketers would put consumer’s needs and wants first, instead of what the product or service can do, then companies would be able to increase sales, brand following and loyalty. The goal is to make the connection with the customer for life, establish a relationship and solve their problems and needs. However if your marketing includes how great you are, what new features you have implemented or what you have done for other customers, your missing your mark.
What is remarketing and how can it benefit my online marketing strategies? Will I scare away potential customers? Is remarketing invading personal privacy? These are often questions that arise when remarketing is discussed.
Remarketing works anonymously through visitor actions that take place on your website. The specific visitor actions are determined by you the advertiser using one of two strategies, or even a combination of both.
Interest Categories — This is where you are targeting users based on sites they have visited throughout the content network (Google’s network of websites where AdWords advertisers can show their ads).
Example: If you want to target sports categories, you can pick a list of users compiled by a database. The database collects a comprehensive list of users that visit relevant sites within the interest category and then your ads will be shown on those types of websites. If a user was on ESPN, Sports Authority, etc. the user would then be grouped with similar sports sites for which your ads could be displayed.
Custom Remarketing Lists — Custom remarketing lists relate to people that have visited your site and have performed a specific action. To create custom remarketing lists, tags must be strategically placed on your website to track a specified action or behavior on your website. Then when visitors complete the task specified, you will have the opportunity to remarket to them by showing ads as they navigate throughout the content network.
Example: You could track users who have abandoned the shopping cart on your site and offer them a discount or a “reminder” via your ads while they are on other websites. You could also define users that have purchased a product and remarket to them 30 or 60 days after their purchase.
Banner or text ads can be delivered to the visitor on the content network as part of a remarketing program. You may put a frequency cap on a user so your ad will not continuously bombard them. Remarketing is meant to be a subtle marketing or branding technique to enable your brand to stay in the minds of your potential customers.
Another great aspect is that remarketing strategies have trended to achieve a higher ROI than most marketing techniques. Try remarketing today to reach attain new customers.