MODERN MARKETING
integrating your offline channels
(print advertising, direct mail, public
relations, outdoor and broadcast)
with online channels (e-marketing
campaigns, search engine
optimization, pay-per-click, banner
ads, social media, blogs, RSS).
Integrate the various elements of
the mix to maximize competitive
advantage for your brand. You need
to understand and harness digital
platforms.
Proper integration of online media
adds depth and measurability to
your programs. It makes you more
accessible to your customers. And,
accessibility is an important key
to marketing in today’s business
environment. New technology
such as Virtual Reality is opening
up many new opportunities for
entrepreneurs and marketing
professionals to reach and connect
with new markets and more highly
targeted prospects.
web presence. You have to make
sure that you understand how
your products are researched and
found, and serve as a resource
to people who are in search of
information. Think of ways to
drive people to your website, such
as dedicated landing pages, and
using an easy-to-remember URL
with your promotions. This strategy
makes it very simple to track your
promotions. Offer a free newsletter,
some other information of value, or
coupons to your target market.
Start doing a regular e-mail
marketing campaign. Use
segmented lists and personalized
messages with very specific
information for each contact.
Permission-based tools can
make your marketing and public
relations dollars work for you.
Sending regular messages to your
stakeholders is one of the best
ways to market your products and
services, and to drive traffic to your
website.
Your communications need to
be relationship-based, taking
advantage of search marketing,
social media, lead nurturing and
online communities.
Marketing Includes Social
Media Activities –
Social media is everywhere. You
should have a company Facebook,
Twitter and LinkedIn page, at the
very least. With everyone more and
more connected via mobile, these
are great tools to stay connected
with your customers.
Why not consider putting a blog
on your website? Blogs are
Marketing Includes Public
Relations Activities –
You should devote a good portion
of your communications budget
to public relations, which includes
search engine optimization and
social-media-optimized press
releases, which can reduce costs,
and increase exposure and potential
ROI. It’s important to repeatedly
let people know why your brand
is worth its price by maintaining
regular communications and
focusing on the advantages of your
products and services. A great way
to accomplish this is to distribute
press releases at regular intervals
You must also invest in a strong
October 2016
ModernBusiness
61