Seasonal Marketing Opportunities

Seasonal Marketing Opportunities

Seasonal Marketing Opportunities

Not all fingers are the same and not all working days are expected to deliver the same outcome. This is why businesses should not invest the same marketing budget on every day of the year. To identify the level of seasonality in a business we break down the calendar year in terms and periods focusing on the sales volume patterns of previous years. This is how we can identify the specific periods of interest that inflated sales in the specific business.

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United breaks guitars

United breaks guitars

United Breaks Guitars

Or “When ORM (Online Reputation Management) fails”

When an unsatisfied customer uses digital media to publicize a complaint over a company – the typical negative client to client communication – the extent of the reach of this communication can be totally uncontrollable.

After having his guitar broken in a United airlines flight and refused any compensation, singer Dave Carroll released a music video titled “United brakes guitars”.

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Online payments explained

Online payments explained

Online payments explained

Cash transactions are still holding strong in some industries but with online shopping counting in multi-billions it is a revenue stream every merchant urges to grab a chunk. Every retailer wants a piece of this fast growing pie. As in marketing strategy, online commerce also starts by monitoring the customer’s journey and identifying patterns and preferences.

The current industry standards include direct acceptance of credit/debit cards, phone orders and PayPal.  With the mobile market rising over 20% of all online transactions, Apple and Android pay are becoming absolute necessities for 2017. To offer that choice over the web or through a mobile application, an online POS (Point Of Sale) system directly connected with the merchants’ bank account needs to be installed and verified over a server that would guarantee secure transactions.

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Marketing Technology

Marketing Technology

Marketing technology

In marketing, creativity is used to provide a pleasant surprise to the audience. To find the elements that would touch the sensitive cords within each one of the desired audience, a lot of data are gathered and analyzed to define preferences and inner drives. This is how marketers can manage to design campaigns with much more custom elements that match individual tastes.

Liking facts derived from data analysis are the basis of

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Out of The Box Thinking

Out of The Box Thinking

Out of The Box Thinking

The advantage of doing nothing is a hassle-free life with no mistakes but to achieve things, failure needs to be embraced as an essential part of the learning process. Among the people that do things there is a very distinct group that is the life achievers. They are the ones that invent new ways of doing things, design new technology and new products, introduce new services and new ideas bringing in amazing developments to the world. One of the most common characteristic between those people that might be business leaders, researchers, inventors or serial entrepreneurs is out of the box thinking.

Focusing on the essence of Tuesday’s 7/2/2017 workshop where I presented how to design an exceptional sales strategy, that is to start thinking differently and develop an “out of the box thinking” mentality.

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Mobile Friendly or Mobile Only?

Mobile Friendly or Mobile Only?

Mobile Friendly or Mobile Only?

The market is like an ever-changing living organism. Nothing is static, habits change, technology changes, new means are added and others become obsolete. This is why before designing any marketing activity we need to study the current condition of the specific market of interest.

The use of bigger screens – desktops, laptops – remains strong in markets like the B2B when trading between businesses, the Maturists (pre 1945), the Baby Boomers (1945 – 1960) and still active on the Generation X’s (1961 – 1980). Of course those categories do use a mobile phone but they feel uncomfortable in doing business or online shopping through small screens they only spent 31% of their online time.

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The Web Is Not Enough

The Web Is Not Enough

The web is not enough!

In the digital pool of mobile applications, artificial intelligence, algorithms and social media surrounded by a plethora of highly addictive stimuli, a single website is definitely not enough for a business.

In marketing the conditions are never constant. Even for an established business that has identified its audience and mapped the buying behavior, marketers still need to monitor and evaluate every reaction on every marketing activity. In analysis we use advanced tools aiming to identify consumer behavioral patterns and trends. This leads us to valuable insights that allow a better understanding of the typical consumers in a specific market. Having that understanding it is logical for us to be able to design more effective strategies and help a company develop.

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Business Communication Networks Strategy

Business Communication Networks Strategy

Business Communication Networks Strategy

A business cannot be an independent entity favoring a solitary life. To survive and prosper, it needs to build an efficiently operating networking environment of meaningful relationships. The development of communications offers multiple options and levels of connectivity that can save valuable time and effort if used wisely for a purpose.  

Braking down stakeholders by characteristics we can prioritize and categorize by importance, dependability and contact frequency.  Based on the specific needs of the business we can evaluate our relationship and chose one or more communication channels for each one.

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User Generated Content

User Generated Content

User generated content

The significance of the user reviews impact in the travel industry is unquestionable. In more than 95% of the online booking customers the buying decision was made based on previous guests’ reviews or testimonials. A series of positive user comments can lead a hotel or restaurant business to be fully booked for weeks or even months! This is the modern equivalent of the word-of-mouth that is equally effective as in the old pre-internet days but with the extra twist of speed. Digital information is transmitted instantly making it even more powerful.

Everything consumers publish on websites, social media chat rooms, text messages and emails in relation to their experience with a product or service is considered as User Generated Content. This content can be in the form of text, images or videos. Marketing has developed techniques like contests, photo captions and others, offering exciting benefits to generate positive user content. This content will then be used – triggering the mimic effect - to attract more customers and generate sales or similar behavior from other users.   

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What do you stand for? Positioning

What do you stand for? Positioning

What do you stand for? Positioning

Have you ever thought what your company stands for in your client eyes and how this perception is created? In marketing the control of this process is the positioning strategy. Setting your positioning, the exact space you aim your business to occupy in a distinctive place within the minds of your target market customers will need to be defined. To achieve that the differentiation attributes incorporated in your product or service offering will have to be determined.

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Personalization

Personalization

Personalize!

Have you ever thought why Nike is offering full customization on most online orders or why you can configure all the features you need on your new, Audi, BMW or Mazda? As tailor-made solutions are more appealing on specific target markets, they try to create a critical selling point that would become the reason of preference against their competition. Mass production companies developing one-of-a-kind product offerings might sound oxymoron but it makes perfect sense when thinking of the difference it makes and the quality of the relationship built with the customers. 

The same happens in services were the most desired ones are personalized to fit clients tastes and preferences as in safety, hospitality or digital services. Lawyers, accountants and other service professionals also practice personalization every day.

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Top 5 Benefits of Mentoring

Top 5 Benefits of Mentoring

Top 5 benefits of Business Mentoring 

  1. You will get a successful professional - Providing you an expert’s Point Of View on your business or project 
  2. You will gain accumulated experience – from someone that has the background and has implemented similar tasks successfully 
  3. Discover money-saving shortcuts – You can get to the desired result from many different routes but what is the best balance between cost, time and quality? 
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Don't slip on it!

Don't slip on it!

Don’t slip on it!

Data is information and info can generate money but not all fingers are made equal and not all data suits all business!

In general, the more we know the better. In business the issues that arise are how can we collect the information, how will we refine what is useful and how do we digest the essence of this knowledge to make a profit.

New technological developments like the like Internet of Things (IoT) generate massive data that are considered of high business value.

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Social Customer Relationships

Social Customer Relationships

Building social customer relationships

When companies create their business profile on social media or other public platforms and ask for customer engagement they need to be ready to engage too. The worst things you can do are to build a profile with your company name on it and either have it incomplete or badly designed or leave it idle for long periods. This is when YOUR consumers are turned wild and really mad at you! It makes no sense to aim on customer engagement if there is no such intention from the company. To trigger customer’s common sense and make it attractive and sensible to engage with a company, there has to be a very good and worthy reason. A customer experience with tangible value has to be created for the customer to feel benefited by a prospect relationship with a company.

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Top 5 benefits of SEO

Top 5 benefits of SEO

Top 5 benefits of Search Engine Optimization (SEO)

  1. Increases website ranking – On average a SEO optimized website will be ranked on higher search engine positions by +40% in the first two months.
  2. Considers more than 600 parameters and improves at least the top 50 – Website evaluating algorithms are very complex and each element of interest has different weight. 

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