1) A brand is more than a name, a logo or an advertising campaign. A brand is a promise – a promise that answers emotional questions about a company like “Who am I?” or “What do I stand for?” A brand has a personality and a style, and is expressed through emotional attributes. Modern consumers feel loyalty toward brands that share their value system. How do they feel when they read a newsletter, visit your office, view your collateral or attend an event that you sponsor? A brand is experienced at every touchpoint with the consumer – each an opportunity to shape the overall brand image. Brands are perception – the audience’s perception, not yours. Consider the words and associations you want people to think of when they think of your business.
Effective branding is the result of understanding the audience’s needs first, and then defining the communication strategy. A successful brand does not attempt to be everything to everyone. It knows who its audience is, and appeals directly to them…
Source Russel Shaw http://russellshawblog.com/six-key-point-for-effective-branding/
SEO is the process of building webpages that tells search engines that their content is very relevant to the searched keywords by focusing on site design, keyword density and content optimization.
PPC means pay per click, referencing a type of online advertising where your company’s ad is placed on a webpage, and every time a viewer actually clicks on it, your company pays a pre-negotiated rate.
PPI means pay per impression. With PPM, when a visitor goes to a page where your ad is displayed, it automatically counts as an ‘impression,’ regardless of whether or not the visitor actually read or clicked on your ad.
CTR, or click-through rate, is the percentage of site users who clicked your ad. If there were 200 visitors to the homepage, and ten of those visitors clicked your ad, your campaign would have a 5% CTR.
SEM means Search Engine Marketing, refers to activities that allows a webpage for a business or product or service to appear in the results on a search engine. SEM is an umbrella term that refers to both SEO and PPC. SEM may apply to either organic results which are the product of SEO or paid search (PPC) results.
Since 2006 inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency willingly, you need to offer them something in return. That “payment” comes in the form of content, like ebooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to each of your personas.You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times…
The days of the old marketing mix are passing away. While product, price, place and promotion are still essential for success in many industries, a new mix is replacing them on the internet.
How the old mix doesn’t work like it used to:
Place: E-commerce on the internet eliminates the importance of the physical location of the business.
Product: Knowledge about products is rapidly disseminated through the internet and manufacturing cycle time is at an all time low. Creating a better mouse trap and marketing it on the basis of uniqueness alone is more difficult today then ever and copycats abound.
Price: The internet is the great equalizer in pricing because information about it is so easy to come by. It is incredibly difficult to offer a great distinction in pricing because every competitor can get this information and react instantly.
Promotion: Traditional marketing focused on impressing a prospect as many times as possible in order to sway the buying decision. In today’s media saturated environment, prospects have learned to tune out messages that are not relevant to what they are doing. Also the sheer volume of messages causes prospects view the validity of each “offer” with a degree of skepticism.
The new marketing mix:
Content: The information do you provide about yourself and your value propositions to the consumer.
Context: The find-ability of your information when it is needed. Like when your prospect needs to make a buying decision or research a solution.
Connection: Your relationship with your prospect? What the people connected to your prospect have to say about you.
Community: An environment that engages prospects and customers and elicits referrals, knowledge, and resources from them by bringing them together in a way that causes them interact with each other. The game is changing and it’s a great time to market your business. While these new channels require more time energy and commitment they are far less expensive the old traditional mix…
Source Joel Catonhttp://catontech.com/blog/2011/04/14/the-new-marketing-mix/