The New, All-in-One Brand Marketing Model

Imagine a marketing and branding concept that provides a completely holistic approach to the brand experience, based on a deep knowledge of the consumer. While this makes perfect sense to a person with any business savvy today, the message was not such an easy sell just 5 years ago. Then, an approach so simple and clear sounded like a foreign language.The conversation would go something like this:Client: “We have an advertising agency of record that handles our branding and marketing needs.”Agency: “So your ad agency completely understands your consumers, develops brand insights, and manages your internet, in-store marketing, direct, customer intimacy, store design, viral, sales, special events, sponsorships, product placements, and PR strategies along with all the other brand touch points?”Client: “Hell no! We have different agencies and different internal decision-makers for each of those areas.”Agency: “So your agency of record (AOR) defined the brand and manages all those firms to ensure brand consistency?”Client: “No way. One firm can’t do all that.”Agency: “Then who owns the total brand experience?”Client: “I guess our CEO is ultimately responsible for that.”Agency: “Oh, so he/she works with all the firms to make sure everything is on track?”Client: “He/she doesn’t have time for that. He/she mostly deals with financial decisions, acquisitions, Wall Street and stuff like that.”Well times have changed haven’t they? The fact is the traditional agency model has completely fallen apart. If an agency does not propose an integrated branding and marketing model in today’s day and age, what chance would they have to get a gig? And who is the AOR anymore? Is it the media agency, advertising agency (now often separate), the digital agency, the retail design group or a brand consultancy?Today’s business world demands a clearer and simpler approach from agencies. Marketing and branding plans must be explained clearly, executed quickly and measured precisely. It also helps that they are wildly successful. So how can a marketing / branding agency accomplish what was once the job of as many as five separate agencies?A good idea is to start with the concept that your best customers own and drive all great brands. These are the people who are already excited and fired up about your brand. These “brand warriors” come in many different types and can be found all over the place, especially online: Twitter followers, Facebook fans, etc. These people are valuable because they provide insight into what aspects of your current branding are desirable and are creating a positive impact on your target audience – essentially, free market research. The 80-20 rule is still as solid today as when it was first identified.The point is, you might as well understand this cult customer subculture and their relationship with your brand. Once you do, you can go out and attempt to clone the behavior. Before you know it, your small cult of followers and brand warriors is growing. Make sense?

Internet Vs Offline Marketing – Does Your Business Need Both?

Would you like to make sure that your marketing efforts are more concentrated? Do you find yourself trying to find a delicate balance between offline and online marketing techniques and methods? We will state for the record that you should probably be doing both. There is no one size fits all answer here and a lot depends on your business and the goals you are trying to accomplish with your marketing. Answering this question will allow you to focus your advertising spend on the efforts that get the best return on investment (ROI).

Adding The Internet To Your Strategy
One of the best things you can find out and be conscious of is how does your business measure up to the competition? Knowing this answer means you can start to formulate a comprehensive plan of action. This will also depend largely on your specific niche market and geographical location. For example, if you are a relatively small business concern and located in a predominantly rural area then you may want to focus on direct mail,television, radio and print advertising. However, keep in mind that the Internet can be very advantageous as well. This is because most people will look online first to help them decide what they need, who to call and where to go. If they find your presence there you may have just effortlessly created another customer.

Online Advantages
If you are a business owner who has been using traditional marketing methods outside of direct response then you already know the difficulty of measuring the effectiveness of your marketing dollars. The Internet allows you to very easily measure your marketing spend (ROI) and total cost of ownership. You will also find in most cases that the results tend to have a greater sticking ability. This is usually a direct opposite to what happens in print marketing which can usually have a short shelf life.

Use A Comprehensive Approach
We are not for a moment suggesting you get rid of offline marketing methods that have worked for you in the past. We are suggesting that you embrace some of the newer online technologies so that you can take advantage of multiple mediums of information delivery. Everyone is not reading magazines, or listening to the radio or watching TV at the same time. This is why it’s important to take advantage of having a presence where people are already getting information. This can mean using social marketing, blogging, press releases, article marketing, search engine optimization (SEO), direct mail, print advertising and even email marketing to name just a few. By using this group of online and offline methods you can increase the ROI of your marketing dollars in an efficient and very measurable manner.

Of course if you are not sure where to get started with this or don’t have the time to learn it or implement the named strategies then you should think about using a consultant. In most cases they will be able to assist you with both of these methods or maybe just with the newer online strategies where you may not have that much experience.

What is Internet Or Online Marketing?

Most of us probably consider ourselves rather well informed on the subject of internet marketing, which is also known as online marketing, web marketing, i-marketing, or e-Marketing. After all, we browse the internet, do some blogging, communicate in social media sites, and also see how online advertisers are trying to persuade us to buy. While most people probably do understand what internet marketing is, the word itself has often been misunderstood and used loosely even by those in the internet marketing field.When a blogger speaks of internet marketing, he is actually talking about blogging. When an affiliate marketer speaks of internet marketing, he is actually talking about selling. When an online network marketer speaks of internet marketing, he is actually talking about recruiting and prospecting. Each of these people is talking about one part of the total internet marketing structure.So what really is internet marketing?Internet Marketing is a total system of interacting web business activities designed to plan the product, price, promotion, and how to distribute the want-satisfying products and services to present and potential customers.
Product (Is your product: innovative – truly unique, adaptive – replacement of existing product, or imitative – new to your company but not new to the internet marketplace. Branding and packaging do influence products),
Price (How much do you think I can get for this item? If the price of the product is too high or too low, it may have positive or negative effect on the company’s internet marketing campaigns),
Promoting your business online is to persuade internet users to accept, resell, recommend, or use the product, service, or act favorably upon the idea being promoted, and
Distribute or Place (Since your product is now ready for its market, you need to establish distribution strategies, including selecting channels of distribution).Most internet marketers define internet marketing as the advertising of products and services on the internet. This narrow definition reflects the sales and selling orientation which has permeated so much of online business. Advertising on the internet is one part of online promotion (others include online personal selling, online sales promotion, and online publicity), and online promotion is one part of the total internet marketing program. It should be noted particularly that “online promotion” and “online sales promotion” are different. Online marketing is not any one activity, nor is it exactly the sum of several; rather, it is the result of the interaction of many activities such design, development, online advertising, and online sales.However, we need to also recognize that i-marketing has other dimensions far broader than our definition. In the design aspect of internet marketing, your web site is very important. It is where the traffic will be directed to and also where most of the sales will come from. So you need to have a uniquely designed web site that is well structured, search engine optimized with the right keywords and description, contents and graphic rich, and has the marketing elements to improve your visitors’ conversion ratio.In the development aspect, the product planning is very important. You need to plan on developing or getting the right product or service to the internet marketplace, and at the right price. Will your product be sold through affiliate marketing, network marketing, directly to consumers, or directly to other businesses (B2B)? There is many other online business models you can develop based on the specific needs of each person or business when launching your web marketing campaign.Your online advertising aspect is also one part of the total online marketing program. There are several online media you can use to create brand awareness about your product, service, idea, or company.In the online sales aspect of your online marketing campaign, you will need to plan how your goods or services will be distributed to your customers, how payments will be processed (is it through PayPal, liberty reserve, or other merchant accounts?), and how sales can be increased.