Social Media – At a Glance – For the Busy Client

The project methodology used for social media projects varies. This model is simple and streamlined and can be adapted as we build upon the strategy.

1) Build
2) Design
3) Enable
4) Launch
5) Engage
6) Report

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November 5, 2010 at 10:42 pm Leave a comment

YouTube, Blogging, Podcasts… Where do they fit in your Company’s Marketing Mix?

YouTube, Blogging, Podcasts... The proliferation of new media can sometimes be confusing for the marketer to determine how and what to leverage – if at all. You already have to divide your marketing budget between print, TV, radio or web and now there are a number of new venues. How do you decide?

Ultimately it is all about talking to your customers when, where and how they want – this will make them the most receptive to your message. As with all advertising, but specifically new media, it is critical that you understand the culture of the medium before you attempt to leverage it for marketing purposes. A prime example is of a corporation wanting to develop a corporate blog, in order to appear “tapped in” and appeal to a “cooler” demographic, but not understanding the rules. In many cases, strategies such as this can backfire and damage your brand rather than deliver the intended goal.

In the Financial Services industry, online advertising is a critical component of a broad marketing campaign. For independent advisors, consultants or brokers, the Internet presents a valuable opportunity to level the playing field and increase your reach at a much lower cost than conventional advertising. Increasing your online presence can also enable you to reach younger target audiences, who, as a group, spend far less time watching television or listening to the radio than their parents’ generation.

But online marketing also has challenges of its own. While Canadians spend more time online than any other country in the world, the volume of messaging that is out there means that businesses need to work harder to differentiate themselves from their competitors.

November 5, 2010 at 12:26 am Leave a comment

New Media

New MediaWhat is New Media? In the past, radio, television, cable, satellite and specialty TV were the “new media”. But with emerging technology, New Media now refers to any digital communication through various forms of technology, particularly the Internet, streaming audio and video, interactive multimedia presentations, and computer animation. In the marketing arena, the term encompasses mobile ads, digital displays in public places, viral campaigns, corporate blogs, “Tweets”, “Facebook” ads, and email campaigns.

With two-thirds of the total Canadian population online every month, Canadian businesses have responded to consumer passion for the new forms of communication. Last year, 81% of private Canadian firms used high-speed or T1 links to the Internet – impressive growth compared to 2001 when less than one-half of private firms using the Internet had a broadband connection. Financial institutions have successfully implemented the new technologies as recent statistics show.

New Media has been integrated into the marketing world for a number of years now with Internet advertising set to harness 7% of total ad spend in Canada for 2006. Online advertising for financial services is a critical component in a broad marketing campaign. With a call to action leading to the Web site, there is no end to the messaging you can provide. With the rise of digital technologies and electronic modes of communication, new media has implemented itself into society in the blink of an eye, or the click of a mouse. The challenge: how do you allocate your marketing dollar?

November 4, 2010 at 12:11 am Leave a comment

How Contests and Promotions can Kick Start Your Company’s Marketing Mix

CONTESTS and PROMOTIONSThere are many benefits to leveraging Promotional Marketing within your marketing mix. In both B2B and B2C marketing, contests, promotions and giveaways are excellent ways to solidify your brand, build awareness, generate sales, and increase loyalty.But incentive-based marketing can also have its challenges. Consumers are bombarded with opportunities to win everything from cars to trips to lawn mowers. A recent study by the Incentive Foundation shows that traditional incentive programs, such as cash bonuses, no longer have the same impact that they once did. In fact, four out of five executives surveyed believe that travel and merchandise awards are more popular than cash awards. [1] In order to engage audiences, marketers need to create smart, engaging promotions that motivate responses through a unique, but relevant offer.

Here are a few strategies to consider:

Choosing your prize before determining your strategy is literally putting the cart before the horse. Often, people become fixated on what prize to offer rather than thinking about why they are running a promotion, what they want people to do, and how they want them to do it. Prizes should be determined in order to create the best possible response from your target audience. Offers that seem too ordinary, or seem spectacular, but out of reach, will discourage people from participating.

Not all promotions are created equally and not all have the same type of return. If the goal of your campaign is to increase brand awareness, then the benefits will be seen over a longer term. If the goal is to increase sales, then the results will be more immediate.

Understanding your target market will help to determine the best vehicle to use for your promotion. Demographically unique markets will make buying decisions in different ways. For example, many marketers are using text messaging and QR Codes [2] to capture the rapid-fire impulses of younger audiences. What works for this group won’t be successful in an older market.

Always practice permission based marketing to ensure that you are in compliance with PIPEDA Regulations and that you have clearance to use any data that is captured.

 

November 3, 2010 at 4:45 pm Leave a comment

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