Author Archives: hesty

Traditional Marketing VS Digital Marketing

Traditionally, the term “market” refers to the place where buyers & sellers meet for exchange of goods & services. Market is the very common term,known to all, but depending upon the quantity of goods handled, there are wholesale market & retail markets.
In the modern concept sense the term “market” has a broader meaning. It refers to the sets / collection of actual or potential buyers of a products & services.

There are various categories of the marketing, but there are two main segment, first being the traditional marketing & second, being the digital marketing. In this article, we will discuss about these methods in details.

01) TRADITIONAL MARKETING

Traditional marketing refers to any type of promotions, advertising or publicity,which are generally used by the companies/ business entities for a longer period, & that has a proven success rate.

In old times, marketing was defined as the flow of goods & services from producers to consumers. This is a product oriented definition of marketing. The producer concentrate only on the products that what they can produce / manufacture, & need of consumers are not taken into the consideration.

Methods of traditional techniques include print advertisement, such as newsletters, billboards, newspapers ads. Other forms are television, commercials, radio -broadcasting advertising about the product or service of any company.

NEED OF DIGITAL MARKETING

Since the technology is advancing in now-a-days, that demands the change in everything. The digital marketing is a part of the computerisation. Talking for about 20 years back, there was no computers, no mobile phones & of course, no internet connection. But as the technology grows, after some time mobiles phones & computers are introduced into the life of human being. After some more time, internet facilities got introduced, which bring about the digital revolution. Examples of the digital marketing includes the websites, social media networks, emails are the common. The digital marketing is similar to traditional one but by using the digital devices & information technology. It is Faster, reliable & easy to find medium & therefore accepted worldwide.

02) DIGITAL MARKETING

Digital marketing is a broad term that refers the marketing through the online medium like search engines,websites, social media networks & emails.Digital marketing is sometimes also called the online or internet marketing.

Digital (latest) marketing technique include the SEO (search engine optimization), SEM (Search engine marketing), content marketing, campaign marketing, e-commerce marketing & social media marketing.

There are various reason for the growth of digital marketing.

1) Digital marketing techniques are more cost effective than traditional concept.
2) Digital process faster than old one, thereby result oriented.
3) Any individual / company track his/ her performance.
4) All process being reliable, generates better revenues.
5) Digital media facilitate the interaction with targeted audience.

However, there are various factors that affect the process of firm’s ability to develop & maintain the successful transaction & relationships with the target customers. There is generally two types of environment inside any organisation. One is stable, not changing with time & changes are very frequent. Second being the dynamic field that keep on change according to the demand.

For carrying out the successful business, either it may be old or new, one need to give the proper attention on choosing the right consumers, creating the audience & by developing the superior value of the service / products.

Small Company Marketing Consultants – Why You Need One And How To Select One

Having spent many years working with small and midsized B2B and B2C organizations on their marketing and marketing communications strategies and plans, I believe I’ve got a good sense of the issues facing them. Generally, at the top of the list, is the lack of a real marketing plan. How is it possible that something so basic is missing? My conclusion is that, despite possessing the skill sets that drive their organization’s success, founders and/or management simply do not have:

  • Time to think about marketing at all, because there is always something “more important or urgent” that needs their attention;
  • A real understanding of the power of marketing and how it can significantly improve profits and return on investment (ROI);
  • The resources, budgets and people available – marketing and marketing communications is “unfamiliar and scary”, and there are always other areas that need support first;
  • The knowledge of how to seek out and evaluate professional marketing help.

These are concerns regardless of the type of organization – start up, early stage or established companies, and even nonprofits for that matter. And, without real planning upfront, many brands are operating with a “Ready, Fire, Aim” reaction to the marketplace.

What Will Hiring A Marketing Or Marketing Communications Professional Do For You?

In order to accomplish short and long-term objectives you need to develop a meaningful marketing strategy and an integrated marketing communications plan and tactics. At its core, having a professional marketing program will improve a brand’s profitability and ROI. This task is often outsourced, frequently with a part-time Chief Marketing Officer.

The process starts with the outside consultant learning about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication materials, employee involvement. During this learning period, the consultant also avails himself of any pertinent primary or secondary research. Most important, this period is also the time for establishing trust between the organization and the consultant.

While some tasks may be completed directly during this learning period, an outside professional would use this knowledge to prepare:

1. A marketing and marketing communications strategy, along with a positioning statement. The positioning statement is a succinct description of the core target audience to whom the brand is directed, and a compelling picture of how the marketer wants the audience to view the brand.

Sound simple? Take a minute and answer these four questions about your brand:

  • The target audience, in very specific detail?
  • The category in which the brand competes, and its relevance to customers?
  • The brand’s benefit and point of difference?
  • A reason for the customer to believe – the most compelling proof?

The positioning statement is the credo for the brand to live by. All marketing and marketing communications should flow from this positioning and be understood by all employees, agents, partners and management.

2. An integrated and holistic plan with tactical expressions – media programs; creative executions, including new and/or traditional advertising; public relations; content marketing (social media, articles, blogs, white papers, video); packaging; point of purchase; employee engagement; and, events.

The use of internal or external staff to create the above will be directed and evaluated by the consultant or, if necessary, specialists may be recommended.

3. Recommendations for primary or secondary research when clear cut answers don’t exist on specific subjects. Marketing depends on a complete understanding of the customers’ “wants and needs” as well as how they relate to your brand and competition. Not just what your staff thinks; rather, information. Facts beat opinion every time.

4. A procedure of measurement and evaluation of the objectives of the agreed upon plan, as well as the established objectives to be accomplished with each target audience and marketing communication task. Benchmarking and on-going analysis is key to successful marketing programs, allowing for change or refinement as you proceed.

5. A format for informing and discussing the reasoning behind the marketing planning, so that everyone in the organization understands why the specific strategies, plans and tactics were developed and implemented. The consultant becomes a “teacher” and the entire organization becomes brand advocates.

Marketing consultants have increasingly become members of the C-Suite because of today’s turbulent and rapidly changing environment.

What Talents Should A Marketing Consultant Have?

Look for a consultant, full or part-time, who is:

1. Willing to learn your business from the ground up and doesn’t have a “one size fits all” mentality;

2. An established professional, with extensive experience across industries and brands in B2B, B2C and nonprofit organizations, large and small. Expand your horizons and don’t settle for experience in only your niche or industry;

3. Media neutral and willing to embrace analytics to develop a variety of programs as well as to measure them. In today’s complicated marketplace, a consultant must understand new and traditional media, the difference between efficiency and effectiveness, “likes” vs. “sales”, the dangers of digital ad fraud, etc., etc.;

4. Apolitical and willing to tell it like it is, so candor will flourish in your relationship. Having your consultant free to demonstrate the discipline of marketing and marketing communications will build trust and a meaningful partnership;

5. Has an established network of marketing communications specialists who can be called in to provide solutions when necessary.

The marketing and marketing communications strategic and tactical challenges of today are growing exponentially. But, as with our uncertain economic and political environment, putting your head in the sand isn’t a viable response. As Will Rogers said, “Even if you’re on the right track, you’ll get run over if you just sit there.”

Successful Film Marketing Strategies

“It’s not what a movie is about, it’s how it is about it”.
— Roger Ebert

Unlike any other art, Films have a much greater impact on human’s mental consciousness. It holds the capability to impose an emotional instability in human minds. This is why it is said that movie making is more about observing and imagining. Now in this century, Filmmaking is not just about the script, screenplay and all. It comprises of lot many other factors. In Fact, a successful film promotion is merely about the Film marketing strategies related to that.

So, what is film marketing?

Many of us believe that the success of a film is all about how well it run in theaters.Well, I would say, Film marketing is all about driving the desired audience unto the theaters. Sometimes called film junket or press junket, Film marketing consists of various elements such as press releases, advertising, interviews, media involvements and most prominently Social Medias nowadays.

It’s no longer about Television, Print, and Outdoor

This is more like an enlightenment for every filmmaker these days. Back then, an efficient Film marketing strategy was all about the television, prints and all. But now it has changed, because, in order to reach the audience you need to find them at first. Today, it’s all about the internet.You need to find more people, you better go online, as simple as that.

Film Marketing strategies went digital

Well, it’s not a big surprise factor that film industries have adopted Digital Marketing techniques as a part of well structured Film Marketing Strategies. In fact, movie studios are moving beyond the typical techniques such as teasers, trailers and lot more by conducting Google hangouts with the crew, live streaming music launches, contests and so on.And the most interesting fact is that the spend on Film marketing Digital strategies has risen enormously these years.

I believe there are three major stages in a successful film marketing strategy, introducing, interacting and involving. Digital Media has involvement in all these three stages, great involvement indeed.

Search engine optimization for an effective film marketing strategies

Search engine optimization as an overall term for all the works and efforts we are investing on to the promotion of any services/products are not negligible. Unlike any other Digital marketing campaigns, Film marketing deserves more conviction as well as perception, even in its promotional campaigns.There are so many factors involved in this ranging from keywords to social media.

How Social media influence the way movies are marketed?

As a part of Digital marketing strategy, Social media has become one of the ‘behind the change’ reason, as films can gain a huge amount of buzz through it. It means, there is no longer need to rely on official reviews and adverts to know about the latest releases. Here is a quick review of few film marketing strategies in relation to social media.

Leaked images- Even though this seems to be an outdated technique, it still works. This kind of techniques is used probably for the promotion of superhero movies. The theory behind this tactic is that the movie producers will generate some excitement, years before the release of their films through leaked images. As the images would not reveal much more about the movie and characters, yet will definitely create a huge amount of online publicity and chatter.

Visual micro content- This is more like an emotional way of marketing, I would say. A movie called ‘If I stay’ recently implement this film marketing idea very successfully. The initial step towards this kind of campaign is always targeting the right social media platforms. And then generating visual micro content suitable for the platform. Sharing the banners, posting the behind the scenes pictures are also effective.

Content marketing campaign- Content is always effective and it’s definite that it will bring some results to you. Once again it is more related to social media channels. Even if a film marketing strategy is all about the kind of film to which we are dealing with, content is always helpful. One can also try local news stations, discussion boards and more along with Twitter, Facebook, Tumblr and so.

Video marketing- Very familiar, much effective, this is how one could interpret the role of video marketing Film marketing strategies. No matter what, we are ready to take chances on some products that we have not seen or tested properly, this is why the trailers are significant. It gives an initial impression and it’s a proven success. And I recommend seeing your trailer video initially through your official website, which obviously allows the audience to make more interaction through your social media mediums.

Social competitions and quizzes- It will become a huge disaster if you believe that the introduction part is enough.The fact is that you will miss the entire party. Interaction is very significant especially when coming to Film marketing. It may not be the most innovative thing you can do to improve the engagement but it can very effective at times.

Persona marketing- Your film will certainly have some interesting character that the audience could connect with in one way or another.Lot many Film marketing campaigns have already played on the audience’s emotions for particular fictional characters by developing a persona around those characters on social media. A Perfect example for this is the Ted character in the Twitter. With almost 7 lakh followers, Ted began posting some funny comments which in fact brought some unexpected results.

Alternate reality games- A slightly more complicated and deep Film marketing strategy is Alternate reality games (ARGs). This develops a fictional world that the users in the real world may interact with by using online communities. ARGs is a wonderful way to get your movie audiences involved and thereby creating ‘brand loyalty.

Make use of memes and other UGC Forms- This is more like a mutual beneficial Film marketing strategy. Memes are offering a great marketing opportunity, in such a way that your audience will create some highly shareable content that conclusively benefits your Film promotional strategies. The benefit of using memes is that they are easily customizable as well as quick to produce. Yet another possible strategy is to use caption contests, fan art or any other effective user-generated content tactics.

Google AdWords for the more targeted outcome- Each day, millions and millions of movie related searches are made in Google. I would say, the quickest way to reach those people is always Google AdWords.Even if it is not much of a cost effective way, it definitely is an option for those who care about reaching more targeted audiences.

Final thoughts

How powerful the visual media is or How much impact it can impose on humanity? The answer to his question is always about how well it reach the people. And Film marketing or Movie promotion is the beacon that leads to this destination.

Cheers
Team eetti