Digital Marketing Campaign – What does it mean?

Marketing is used as a means to make our advertising more effective. If you have the right audience identified, you can find ways to reach them. One such way that is growing by leaps and bounds is digital marketing.

What is digital marketing? It is basically marketing tools that encompass everything but traditional methods. It doesn’t include print or magazine media. Some people think of banner ads and email, but the scope is so much larger than that.

Digital media does include the two above-mentioned techniques, but also others you might not have thought to include:

* Podcasts
* RSS feeds
* SMS
* Instant messaging
* Text messaging
* Video streaming
* Social bookmarking
* Blogging

All of these avenues are used to market products and services to the global community. With traditional forms of marketing, you get feedback from your customers and others who just wanted a look-see, but it takes time. Compiling responses is labour-intensive.

Here’s an example. You send a bill to a customer. On the back it states that they can make a comment or write change of address information if needed. Let’s say that the customer mails their bill back to you. It may take three to four days to receive and then another day or two to credit the account and log any responses. Before that customer hears back from you if they have a complaint, it could be a week or more.

That’s how things were done in the past - exclusively. Changes in the technological landscape of our world have made waiting a thing of the past for most services. With instant messaging, we can carry on a conversation with a client in real time. The same goes for webcasting. Podcasting is like having your own little radio station on your website. Even with email and social networking sites you can chat as if you were in the same room.

It really is a convenient way to reach the people who would most benefit from your products and services. And, what if you want to keep up with someone’s blog postings? Subscribe to their RSS feed. When updates are made you are notified. Checking on news or an eBay auction? You can do it from your cellular phone with SMS messages.

There are two types of digital media: push and pull. Pull is when a user finds you on the Internet using digital media. They have your website address and they link to you and your media - streaming video, podcasts, and the like. They establish a link with you.

Push is when you contact the user and entice them to use your services or products. This is the logic behind the SMS messages you receive on your cellular phone. Emails from companies can be sent directly to the customer asking them to come and see what you offer.

Digital marketing is moving business ahead in a big way. We used to be limited to print and then our computer searches, but now, the target market is accessible through many media outlets.

Keep promoting your products and services to grow your business by using a well planned digital marketing campaign.
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What is Brand Recognition? How does one achieve brand recognition?

In today’s society, we associate different products with tag lines and commercials. This is all a part of brand recognition. Just to hear the name of a brand brings to mind the type of quality and the type of advertising associated with it. Brand recognition is a desired achievement for anyone in business.

You might not be as huge as Nike or Pepsi, but who’s to say that one day your product won’t instill the same loyalty? Brand recognition is not just a tangible quality but also an intangible feeling. We can touch a product, use it, and determine if we like it. The intangible feeling is how a brand is perceived by the public.

A business that markets a product knows their product. How does it feel, taste, or sound? What makes it stand out from the rest? There are plenty of sodas on the market but Pepsi and Coca-cola are the names that people can quote you off the top of their heads. It could be the flavuor or the design of the logo.

You can achieve brand recognition with your product. Let the customers associate positive words with your product and increase your sales.

Here’s how you can achieve brand recognition for your business:

1. Determine what sets your product apart from others. It could be that you are a small business with home-made products. The home-made stitching or lettering spells quality and that is what you want people to know. Maybe prompt customer service is your brand or timely delivery.

2. Survey your customers. The best way to find out anything is to ask. What do they think of your product? Online surveys and quality assurance measures create information that you can use to tweak your product or service, until it reaches the level that satisfies customers completely. You can use focus groups or telephone calls to determine how well or not well you product is doing.

3. Make your unique brand a reality. Use the information from various sources to give life to your brand. If you offer home-made dolls or cloth napkins, or a dating service, advertise using your special quality. It can help with developing a daring new logo or a tagline. Demonstrate to each customer your brand in action every time they come to your website.

4. Use other media to promote your brand. Advertise on websites; make short videos, newspapers, and the like to bring attention to your brand. Customers can choose your product over a similar one because you have free shipping or an excellent return and exchange policy.

A brand helps a business to survive in the tough market where there are plenty of products to choose from. Yours will stand above the others with a brand that adequately represents your company and is demonstrated to each customer.

Consider what makes your business different from the rest. What features, characteristics or benefits can you offer to achieve brand recognition.
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Effective marketing takes many forms and I am fortunate to be quided in Bernadette Doyle’s mentoring program, and I’d like to share with you a recent email I received from Bernadette.

An Unusual (But Highly Effective) Marketing Technique

Let me tell you a quick story. A few years ago I head of a store owner who had developed an interesting technique for increasing sales. Whenever trade slowed down, she would go around her store, touching the items that she sold, and silently blessing them. Whenever she did this, trade would pick up.

Not long after I heard that story, I was having a clear out and decided to sell some of my old books on Amazon. I listed the books and put them on the corner of my desk ready to send out when people bought.

Well this went on for about two weeks, but no orders came. I started to get irritated by the pile of unwanted books taking up valuable desk space. Every time I caught sight of the books I would groan inwardly.

Then I suddenly realised that I was doing the opposite of the enlightened store owner. To me the books were ‘unwanted’ and the world was agreeing with me! So I sat down and I picked up each book in turn. I thought about what I had learned from the book, and gave gratitude for it, then I imagined that book matching up with the next person in the world who would most benefit from it.

All six books sold out in the next 48 hours.

This experience got me thinking about how, for those of us who are selling ‘ourselves’, how powerful are thoughts are. When you’re selling yourself, every small judgment you have on yourself affects your value in the marketplace. The world will reflect back to you, with unerring accuracy, how much you value what you are selling. As long as I believed the books were ‘unwanted’, they were. As long as you believe that you’re ‘not good enough’ the market will agree with you.

In other words, learning to love yourself is a highly effective marketing technique! Louise Hay says, ‘When we really love and accept and approve of ourselves exactly as we are, then everything in life works. It’s as if little miracles are everywhere.’

Your self-love is a gift not just to yourself, but to everyone around you. That’s because a lack of self-love doesn’t just hurt you - it hurts the people around you too.

If you don’t truly love yourself, then your children, partner, family, colleagues and clients are probably already paying a price.

Today bless yourself, the talents you were born with, the skills you have honed, the experience you have earned. You deserve quiet glow of self-appreciation that warms you no matter what is happening in the world. You deserve an end to the self-criticism, self-blame, self-deprecation that keeps you small and hurts not just you, but the people around you too.

I told you this was an unusual marketing technique, but don’t be surprised that as you do this, new opportunities pop up in expected places. Just try it with an open mind and see for yourself!

© Bernadette Doyle, 2009

I hope you enjoyed this as much as I did - and I hope you put this unusual but highly effective marketing technique into practice.

Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at www.clientmagnets.com

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Today’s message from Ben Fewtrell gives advice on boosting your marketing power.

Is your BRAND… Bland?

Have you ever run a marketing campaign and then wondered why the phone didn’t ring?
Or why hundreds of customers didn’t come rushing to bash down your doors to buy from you?

Reality is, the response rate to ‘direct response’ marketing is lower than any of us would care to know. We are optimistic by nature, and when we place an ad, do a flyer drop or run a radio campaign we spend the week leading up to the campaign working out how we are going to handle all the extra business it will create, only to be disappointed when the phone only rings two or three times…

So should you even bother spending your money on marketing?

The short answer is a resounding YES!

The key is to understand how to make it work for your business.

Have a think about the last time you got so excited about an ad, flyer or radio/TV commercial that you dropped everything in a mad panic to get to the phone and buy whatever it was they were advertising. However, I am sure you could sing a jingle or two of your favorite brands.

Now, I’m not saying that direct marketing doesn’t work, what I am saying is it rarely works as well as we expect.

For this reason, it is a trap for any business and to maximize your return on investment there are some important factors to consider before launching any campaign.

There are two very different types of advertising, Brand Building and Direct Response. I’ll kick off by saying that ‘Direct Response’ marketing needs to make you enough profit from the campaign to pay for itself, and also add some profit to your bottom line to be considered a ‘success’.

This type of ad is ‘salesmanship in print’ and needs to compel the reader to take action NOW. Don’t expect a high response rate unless you are willing to offer a deal too good to miss. I am sure you’ll remember the classic “but wait, there’s more” ad campaigns, offering a set of steak knives, along with money back guarantees and 2 for 1 deals. Your offer has to compel your market to act NOW!

Now let’s take a look at the latter, Brand Building. Brand building is all about ‘Trust’ and ‘Credibility’. You will always feel comfortable buying from someone that you trust and has credibility, no matter how good a deal is, if you do not ‘trust’ the seller then you won’t buy. Marketing guru Seth Godin says it’s about being a “purple cow”. It’s about being the one purple cow in a paddock of brown cows. Also known as your USP (Unique Selling Proposition). If you are not different from your competitors then you’re destined to compete only on price.

Having a strong brand can make the phone ring, can make customers walk into your store, can create loyal customers and can get people to buy from you. Many of the ‘big’ players have proven this time and time again. So how do you go about building your brand?

Make it unique

You need to be truly unique to position your brand for success. ‘Satisfaction guaranteed’ and ‘friendly service’ are far from unique, and if that’s all you can come up with to clearly define your difference then you’re wasting your time.

Support a cause

Sometimes building your brand can be as simple as supporting a cause, the rock band Midnight Oil did it, as did the ‘Body Shop’ with their policy of ‘no animal testing’ and their ‘save the whales with Greenpeace’ campaign. Studies have shown that people will switch to your brand if you support a good cause.

Create a ‘WOW’ factor

Remember the last really good movie you watched, how many people did you tell about it? Make your business an ‘experience’ your customers will rave about.

Have a clear vision

Your vision needs to enroll and inspire you, your team and your customers. Get everyone excited about your brand.

Know your customer

Make sure you are clear about WHO your ideal customer is. Using a ‘blanket approach’ will cost time and money. Once you have clarity about your ideal client you will be able to send a clear message directly to your market.

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Ben Fewtrell is a leading Business Coach with ActionCOACH and can be contacted on 0418 407351.

Today’s message on marketing lessons is a fabulous one from Ali Brown, otherwise known as the E-zine Queen. Although she has since transferred to another gym, the message is the same.

Ali has reached extraordinary heights in all areas of her life, and shares some great tips here.

Can I share a secret with you?

Many years ago, I almost chose a career in fitness. In my 20s, I modeled for Reebok and Ironman magazine, made it to the final round for hosting a fitness TV show, and I moonlit as an aerobics instructor and personal trainer for several years while I figured out how to get out of my day job in publishing.

Now that I make a great living online, I still make time for my health. And I’m lucky to live close to the most famous gym in the world: Gold’s Gym at Venice Beach, California. On a daily basis, I’m surrounded by bodybuilding legends like Lou Ferrigno and various men named “Gunther,” athletes like Kobe Bryant and Lisa Leslie, and celebs like The Rock. The place is an absolute circus, and I enjoy the entertainment factor.

When I first joined Gold’s several years ago, I didn’t pay much attention to the “muscleheads” - the professional bodybuilders. But I’ve come to realize they can teach us a lot about marketing and business success. Here are 7 lessons we can all learn from.

1. Hang around people whom you want to be like.

Bodybuilders and aspiring bodybuilders from all over the area come to the Venice Gold’s because it’s the home of bodybuilding. I know a few bodybuilders who drive almost an hour just to work out there. Sure, they could exercise at their neighborhood Bally’s, but instead they make the trip to their Mecca every day through the arduous Los Angeles traffic.

Why? They know that when you hang around people who are doing what you want to do, you automatically have a much greater chance of success. The furious energy at Gold’s is undeniable as soon as you walk in the door. You’re surrounded by world-class competitors, gold medalists, and celebrities. It’s not only motivating and inspiring, but there’s a wealth of knowledge surrounding you as well.

Who are YOU hanging around? (Think about it.)

2. Consistency is the key for long-term success.

Bodybuilders know that a body is built over a long term. And even if they take some time off, they’ll bounce back quickly because of all the training they’ve done over the years. It’s called “muscle memory” - your body remembers your shape and snaps back into place.

In the same way, our clients and customers have “marketing memory.” That is, as long as we’re in front of them on a regular basis, they’ll remember who we are - even if we take a break. (And there’s no better way to stay in front of them than publishing an e-zine!)

3. Ups and downs are a part of the process.

Bodybuilders know that success comes in cycles. It’s physically damaging for them to try to be on “full force” more than a few times every year. They know their limits, and they push them, but they don’t break them.

Marketing has cycles as well. You can hit it hard for a while, then ease back for a bit. Don’t worry when there’s a “down.” Just make sure to immediately follow it with an “up”. Get back on your marketing schedule or mix it up and do something different.

4. Hard work is part of the game.

Bodybuilders don’t wake up and say, “I don’t feel like working out today.” They just do it. It becomes part of their schedule, part of their life. And that ensures their success.

How many of us secretly wish our success would be handed to us on a silver platter? I’m all about attracting success on whatever level we can, but hey, let’s realize there is work involved. The solution is to make the hard work FUN by doing what you love to do and delegating what you don’t.

5. Model others who are already doing what you want to do.

Bodybuilders don’t try to invent their own training programs from scratch. They look at what the top competitors are doing, and they do the same thing. From weightlifting to cardio to diet, they’ve got it down to a precise formula.

Don’t reinvent the wheel when there are others who are already racing along. Find other business owners who are doing what you want to do, and model them. Important: Don’t model ones who are doing it half-assed. Model the best, the ones who are experiencing the immense success that you dream of!

6. Find a mentor or coach for faster results.

I don’t know of any champion who got to where he/she did alone. Every bodybuilding competitor hires a trainer or a coach who has been there before and can walk them through every step of the way. Does this cost them a lot of money? You bet. But they don’t look at what it costs. They look at what it’s WORTH. They’re fast forwarding their success, and that is priceless.

I know many entrepreneurs who have wasted thousands or even tens of thousands of dollars on websites, programs, and training that got them nowhere or pointed them in the wrong direction. Don’t make that mistake - I’ve been there. Stop struggling and invest in someone to show you the way - the right way - the first time. (Not sure where to start? Join my Marketing & Motivation Mastermind.)

7. Show off what you’ve got!

You can be sure the bodybuilding gurus at Gold’s aren’t meek about their successes. They show off their hard work with outfits that emphasize their assets. (Oh, the stories I could tell you about some of the costumes there! Lace catsuit, anyone?)

Even if you don’t have it all (yet), show off what you DO have. Strut your best stuff and toot your own horn. You’re doing the world a disservice if you don’t let us all know what you and your business can offer.

© 2004-2008 Alexandria Brown International Inc.

Online entrepreneur Alexandria K. Brown publishes the award-winning ‘Highlights on Marketing & Success’ weekly ezine with 30,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.AlexandriaBrown.com

I trust you can take both your personal and professional life to new heights as you incorporate the tips from the above marketing lessons into your days.

Post by Danette Hibberd