Marketing, Brand and Advertising

Take time to learn about and understand which of the new digital methods will work for you and how. You will be experiencing already many of these methods as a customer on the web. Think about how it works while you are a customer, and ask yourself how you might make use of these incredible methods instead for yourself as a supplier. Online media technologies now offer highly sophisticated flexibility for the production and accessibility of sales and marketing materials – brochures, product specifications, etc. As the internet extends progressively to mobile phones the opportunity and necessity to make use of online and web-related marketing methods becomes increasingly important and useful.

Advertising or marketing both need a medium and a form to convey your message to your audience. According to PPC and SEO expert Arjun Sandhu, “marketing is a broader term that means putting the Brand message out there whereas advertising is one of the ways to do that”. Yet how a brand is marketed across all of those media is very different from how an ad would be presented.

Display Advertising

If you are targeting a discerning audience, especially with a premium product/service, it is not a good idea to do so with DIY branding, . Here are some guidelines onbranding, and for planning and managingadvertising and promotion activities, especially for small businesses. (The principles transfer to very large businesses too, in fact many very large organisations forget or ignore these basic rules, as you will see from the featured case-study example). Your customers feel better about the service you provide as a result of the communications, or simply because the channel is open, even if they don’t use it. It’s basic human nature to want to be listened to, and to be kept informed.

  • So, it’s important to communicate with prospects through every channel they use.
  • Real Business has championed entrepreneurship in the UK since 1997.
  • Ganahl draws upon the thousands of interesting people he’s met as a student, factory worker, truck driver, newspaper publisher and university professor to populate his colorful, heart-warming stories.
  • There are many more possibilities, so develop propositions/offerings that are new and original or special or unique, and emphasise this in your advertising.

This will ensure the right marketing information is reaching the customer. Ego bait is content that promotes or features industry influencers on your website. The aim is to encourage these influencers to link to your content or share on their social media channels so you gain high visibility amongst your target audience. To sum things up, advertising is when you call the attention of your target audience, setting the dye for what separates you from everyone else. This is but one element forming a marketing strategy a continuous process of communication and exchanges that offer value to your customer.

Advertising must be Costed and Linked to Measurable Response

Generally it is not possible to undo a stage and return to the previous one without re-originating at least the previous stage, so take care when signing off each stage. If your instructions to an agency or printer are not correct you will end up paying for the time they spend re-originating and amending, so think things through before you start the process. If you are targeting young people you should question whether printed advertising directories are worthwhile at all. Many people now use the internetinstead of- not merely in addition to – directories, newspapers and the telephone, etc.