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Traditional marketing still moves us. Whether it’s an eye-catching billboard, a promotional magazine article, trade show presentation or funny TV commercial, traditional targeted marketing still works. But it’s always been tough to prove its direct impact on the company bottom line.
The Web is changing all of that. Now, traditional marketing strategies and tactics can drive people to your Web site or other data portal, where you can capture valuable information to learn which messages, mediums and strategies work best, how to drive repeat business and have proof that your marketing investment boosted the bottom line.
Interactive media channels are enhancing the way companies sell to customers and talk to clients. The new technology allows companies to target customers as segments, gather immediate customer feedback, measure results and send personalized messages that demand more attention from customers.
With branding, you differentiate your company or product from your competitors. What makes you better, smarter, more efficient? Why should customers choose you? Is your service or product worth more money, more time or more effort? Developing an effective brand means that perhaps your competitors can copy your products, but they can never duplicate your core brand identity.
Advertising and public relations come together under the umbrella of corporate communications. Advertising involves the marketing of a company’s product, and PR involves the marketing of the company itself.
It’s the distinctive visual appearance of your organization or brand. Your name and logo speak volumes to the world. And the “look and feel” that flows from your logo should be consistent throughout your entire organization from the architecture of the building down to the most basic marketing communications.
Not long ago, the marketing department could create a cool direct mail piece, blast it to the masses and hope the orders roll in. Strategy? Measurable results? Nice, but not necessary.
One-size-fits-all marketing is over. Management expects more accountability and return on their marketing investment. Consumers are weary of telemarketing and how-did-you-get-my-name junk mail. But developing strategic, focused and measurable marketing programs may be easier than you think.