BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 2 IDENTIFYING THE BRAND’S DIFFERENTIATION ELEMENTS Once the brand’s frame of reference has been defined, it is necessary to spend time considering the brand’s capacity to achieve success within the competitive arena and, consequently, identify the differentiation elements it has. Segnala presso:
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 1 A brand’s positioning is related strictly to the specific meaning it assumes in the mind of the consumer. It represents the answer to the goals which motivate purchase and consumption, a response enriched by the multiple meanings attributed to those goals.1 An effective positioning [...]
Start Me Up! You now should have a good understanding of what online marketing is and why it’s an important part of a modern business’s marketing mix. You’re now ready to roll up your sleeves and start building some online campaigns of your own. Segnala presso:
Starting Your Online Journey When embarking on your own online journey, there are potentially two starting points. Segnala presso:
Beyond the Web Geeks One of the biggest misconceptions about online marketing is that you need to be a web geek in order to succeed. The reality is that some of the best online marketers in the world would struggle to know their PHP from their HTML. What they’re good at is identifying customer needs, [...]
Technical, Fast, and Complex There are some technical aspects of online marketing that you ought to be aware of-like how Google reads and indexes a web site, new and unusual ways to view the Internet, and the implications of Microsoft launching a new version of Internet Explorer. You’ll quickly learn that the Internet can look [...]
Imperative 10: Avoid Anything Boring, Especially Clichés, the Anti-Brand! Most marketing-material suffers from one resounding malady: it’s boring. Really boring. And in this day of speed, dazzle, and information overload, that’s a fierce problem. With word use, whether in ads, TV spots, or newsletters, your greatest enemies are clichés. And trust me, everyone uses them [...]
It’s All About the People People will decide if they like your product or not. People will assess if it’s value for money. People will determine where they’ll choose to spend their money. People will consider when to give promotions a second thought. It’s with people in mind that we can start to understand why [...]
Imperative 9: Consider the “Love at Fifth Sight” Principle Love at fifth sight should be the mantra of anyone producing marketing-material. Customers, especially prospective customers, probably won’t remember you the first time they see your brochure or ad, or even the second time. Maybe the third time, perhaps the fourth, but the fifth … now [...]
Why is Online Marketing So Important? If you’ve ever had formal training in marketing there’s a good chance you’ve already heard about the four Ps. The Ps represent the core considerations of any marketing mix: Segnala presso:
