Marketing Strategy Archives - Page 3 of 3

Simplify Your Message in Your Communications Strategy

I find it quite interesting to observe how purchase decisions are finalized. This process is even more fascinating when you look to see how the process has changed over time. As a marketing professional, it is critical to understand just how your target audience makes a purchase. If you don’t understand this process, you will likely waste precious resources, time, and effort trying to encourage behavior that might never occur.

Let’s first take a look at what I would consider to be a pretty basic purchase process – the decision to buy an ice cream at the beach.

What Happens if a Supplier Enters your Market?

Google just announced plans to offer wireless service. What might this mean for AT&T, Verizon, Sprint and T-Mobile? How would you respond if a new supplier announced they are going “upstream” and will now offer the exact same product or service you offer?

I was amused when I read about this announcement, including the quotes provided by Google, and the reporter’s assessment, so I thought this might be a good topic to explore in greater depth.

Continue reading What Happens if a Supplier Enters your Market?

Marketing is More Than Advertising

I find it interesting when I speak with new acquaintances and they ask me what I do. I’ll typically respond with “I’m a marketer” or “I’m part of a marketing team.” Nine times out of ten, the response I’ll get back is “Oh, you do advertising.” I used to be surprised with this response, given that advertising is really just a small part of the marketing discipline. Now, I have come to expect it.

Of course, advertising is a part of the marketing mix. It comes in many forms, as shown in this recent media share chart.

Average allocation of advertising budget for marketers in 2013. Source: BIA Kelsey.

Each of these categories is part of the advertising spend, with each component offering unique advantages and opportunities, depending upon what you are selling and where your audience resides.

Continue reading Marketing is More Than Advertising