Businesses know that websites are a critically important piece of marketing collateral. The digital equivalent of a business card, they serve to validate you as a business, while also generating trust, reliability, credibility and even sales. Your website is where people will arrive after Googling you or meeting you at a conference. And they can be the make-or-break between someone choosing you or a competitor. While the initial outlay for a small business website can seem hefty, a well-designed, strategically crafted website will recoup every penny.
When you begin to develop your marketing campaign, you'll start with your objective of the campaign.
- Are you looking primarily to create brand awareness?
- Are you launching a new product? Trying to improves sales?
- Are you targeting a new customer? Trying to improve your relationship with your current customers?
Whatever your objective is of your campaign will determine how you handle each marketing touchpoint.
Integrated marketing strategy. Your team comes in saying they want to develop a truly integrated marketing campaign. It'll produce results. It'll create brand recognition, lead to better cost management and ultimately make more impactful connections with customers. It's all so exciting.
Magic words are one thing, but brand focus is one of the most important concepts in business marketing. However, it's one that brands are often leery of. This is because brand owners think "focus", they worry that they're giving up potential sales and profits by narrowing their offering. Focus goes against our natural inclination to cast a wide net and capture as wide an audience as possible.
But successful brands know that the danger isn't in being too focused, but rather in being not focused enough.
We’ve moved from a one-size-fits-all economy to a mass customization economy, and we can examine the effects in many different aspects of business. The attention of marketing has since shifted from features to benefits, to experience, to tribal identification.
Selling has evolved from “what it has” to “what it does” to “what you’ll feel” to “who you are.” For certain industries, features and benefits are still extremely important— however, personal identity is on its way to surpassing them. A consumer’s personal identity and the brands they choose now go hand and hand.