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Google is like the TV road blocks of the 1980s. By being at the top of just three search engines (Google, Yahoo!, and Microsoft), you get access to over 98% of your market. Back in the 80s, supermarkets and retailers were formidable barriers to entry. To sell your product, you had to get into the supermarkets. Google obliterated them. Anyone can set up a website, run an online campaign in Google, and be in business. What s even better is when you show up in the unpaid results. When people are looking for information and they find you in the unpaid listings, they will consider your site to be authoritative. You can also buy keywords, banner ads, video, and so on to create repetition. If you dominate the paid advertising space in your market or industry, you can spend the majority of your budget to get a good market that is ready to purchase. This expands your customer base, making you yet bigger. Q: Can you give us some tips about marketing A: The share of advertising matched the share of the market. If you had enough money, you could buy your market share. If your ad budget was 40% of the overall market s ad budget, you d end up with 40% of the market. Madison Avenue gave you money to blow, and it worked! Great advertisers could take an everyday product and quickly turn it in a million-dollar success. Most of your advertising went to positioning. We figured out the unique selling point (USP). The USP is the features and benefits that distinguish a company. For example, your research found that the three most important factors for your product were flavor, texture, and price. Now if your competitor was advertising on flavor, you couldn t advertise on flavor because your money would end up supporting your competitor. It would be better for you to advertise on texture. Another thing: If you advertise on flavor, then your product must support the advertising. If you say your product is crispier than the others, then it must be crispier and appear crispier. If it s not, the public will reject your campaign. A company can have a single message for a product. Advertisers can create the image for the product. For example, Volvo created the concept of safety. With a huge propaganda campaign and countless repetition, they make safety seem like a real issue. People buy Volvo because the car is safe. Volvo owns this market now. Repetition is important. After three or four times, a person remembers an ad. This is why the marketers threw large budgets at the product s positioning. Don t spread yourself too thin. Control the message at a micro level to dominate niches until you are a share leader in one market channel and use the profits to dominate the next marketing channel. Bootstrap until you have substantial profits, then go for mass market.
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Integrated marketing is the use of two or more marketing channels to sell a product or service. The same message is sent via multiple marketing channels, such as web, radio, TV, and postal mail. By using several channels, you widen the exposure of a company s brand or product. With integrated marketing, you create a product message that is both consistent with and relevant to the target customer. You can produce campaigns with unified messaging for TV, radio, Web, and newspaper print ads. The keywords, the unique selling proposition (USP), the messaging, the look, the sound, and the customer can all be unified into a broad ad campaign that works in multiple channels. Today, a marketing team can use software from Unica or Omniture to launch and manage literally thousands of campaigns. By switching to digital technology, we can begin to track data. Thus the field of analytics came into play. At first, there were simple web stats packages that allowed the IT team to manage websites by raw aggregate numbers. They tracked visits, page views, and similar, to see if they had to add more capacity. Marketing and sales took over the websites, and they needed tools to track sales. As a result, the first business analytics tools were created. In the last year, analytics has undergone rapid evolution. The ability to track websites and PPC can be expanded into other digital campaigns. The ability of analytics to track results is being extended into these media. With unique URLs, PURLs, and tracking URLs, you can now track sales, cost-per-action (CPA), and return on investment (ROI) in radio, TV, and print just as in PPC. Soon, the consumption of nearly all media will be IP-based. This allows tracking of distribution and consumption. This also allows campaign results to be compared against each other. The goal for marketers is to optimize the customer s experience. This means giving your customer what they want, when they want it, in the media form they want it in. This is the way for businesses to open the pocketbooks of their customers. Digital marketing strategies may include the following tools:
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Analytics Software to track and analyze the results of marketing campaigns. It allows segmentation and profiling of customers. Companies include Omniture, Unica, Coremetrics, and Google Analytics. PPC (pay-per-click or paid search) Ad services by the major search engines that let you place ads on the search results pages. Multivariate testing (MTV) Software that allows you to create and test permutations of your web pages to find the version that performs best. MVT is offered by companies such as Offermatica and Optimost.
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