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Internet Marketing, SEO and Social Media

Strategic marketing plans are a must have for your fledgling computer business. With a strategic marketing plan you define a means to accomplish your overall marketing goal.

The most successful businesses have a strategic marketing plan in place and they refer to it often. They use it as a living document and not something that sits on the shelf collecting dust.

When developing your strategic marketing plan your first priority should be how you weight the different marketing activities available. Here is a suggested breakdown for you to consider when developing your strategic marketing plan:

Spend about 50% of your time and money on a combination of marketing through organizations and referral marketing.

Spend about 20% of your time and money on doing things related to speaking and teaching and seminar marketing. This part of your strategic marketing plan includes your solo seminars as well as those that you joint venture with accountants and other niche technology providers.

Third priority in your strategic marketing plan is direct mail. Plan to spend about 20% of your time and money on direct mail. Here, targeting is extremely important. In fact targeting is a factor for consideration with all of the elements in your strategic marketing plan.

The last and smallest facet of your strategic marketing plan should be the marketing activities that tend to work for some and not for others. These are all the other types of marketing activities available from door hangers and telemarketing to targeting specific industries. This part of your strategic marketing plan will include a lot of hit and miss items but you won’t know what works until you actually test it.

Bottom Line on Strategic Marketing Plans

Start thinking about building your strategic marketing plan at the very beginning of your business planning exercises. Your strategic marketing plan will hold you on course as you wind your way through the many different marketing techniques available. If you follow the percentages above, your strategic marketing plan will force you to concentrate on proven marketing strategies and only pursue the most risky alternatives in small amounts.

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In the world of business, marketing is often conveyed as a game. It is not uncommon to hear or read of a company “playing the marketing game” or “establishing a marketing game plan”. In many ways, referring to marketing as a game is an accurate way to explain it. In fact, it could serve as a highly effective way to convey the importance of it in any business model.

First and foremost, success in marketing endeavors requires strategic planning. Like a football team preparing for Sunday’s game by watching tapes and running drills, marketing professionals need to research current trends, audiences, public perception, and a variety of other factors to determine the best course of action for success. Strategy is the primary component of the marketing plan because it tells you what your goals are, how you will reach them and how you will know when you have. Without strategy, marketing activities will fall short of their own potential. It is important to establish an objective for each of your tasks, and to ensure that they work to serve each other and the overall goal.

Once the marketing strategy has been determined, it is time to hit the field and begin the game. The marketing game, like most games, involves an offensive side and a defensive side. Clear identification of these two sides and the desired results of each is essential to a cohesive operation of the two together.

The Offensive Side of Marketing

Offensive marketing covers all of the proactive aspects of promotion. These are the operations intended to introduce your company to the target audience. They are the initial steps that you take to plant your image in the minds of the consumer. Offensive marketing is all about branding your company in a unique and memorable way in order to establish yourself for further marketing efforts. The tactics of offensive marketing include:

Press Releases – Well written, properly distributed press releases can serve as the lifeblood of your offensive marketing strategies. The most effective press releases are written in a news format, and pitched to publications that are appropriate to the topic itself, and to your target audience. One press release can do more than a thousand expensive ads in the early phases of your marketing plan if it is done right. Press Releases are important because they establish early credibility for your company or product and pave the way for other messages from you down the road.

Informative Articles – Like a press release, an article has the ability to establish you as a leader in your field and build standing for your company. Articles are different than press releases in a couple of key ways. A press release centers on a newsworthy event. But an article is a written as an informative piece on a topic that is of importance to your company and your customers. Because press releases focus largely on news, they are typically placed in daily or weekly, news-oriented publications. Articles are tailored more toward trade-specific publications or special sections in newspapers.

Special Events – Nothing gets people talking about you and your business early like a special event. Types of special events include charity fundraisers, product rollouts, grand openings, informative presentations and company anniversaries. There are literally hundreds of different types of special events that you could host. The important thing is choosing an event that will appeal to the audience that you need to reach and draw the attention of the media.

Direct Mail – Direct mail campaigns are a unique offensive strategy because they allow you to control your audience, your message and the timing of your delivery. While direct mail alone typically doesn’t yield incredible sales, it is a great way to establish your unique brand by putting your materials directly in the hands of those you are hoping to reach. At the very least, it fosters an early identification with you and your product.

The Defensive Side of Marketing

Defensive marketing covers the reactive strategies of your plan. It is your company’s method of reacting to the effects of the offensive strategies that you implemented earlier. The success of your defensive marketing will be directly related to the quality of your offensive marketing program. Here are some examples of defensive marketing tactics:

Advertising Campaigns – One of the strongest misconceptions in the world of business is that advertising is the most effective (or only) way to draw attention to your product or company. Advertising works best as defensive strategy, building on the effect of your offensive marketing. It should maintain the credible image that you have already established through PR. Advertisements are self-serving, paid endorsements for your company, and your audience approaches every single ad armed with that information. But they are much more likely to believe what you are saying through advertising if they have already been exposed to the message from a secondary source like the media, or have experienced it themselves.

Telemarketing – Telemarketing is an extremely effective way to follow up on a direct mail campaign. It reinforces the preliminary image that you established with your mail piece, and also offers further insight, as well as the opportunity for a sales pitch. An often overlooked function of telemarketing is the phone survey. Telesurveys are very useful for gauging the effectiveness of your overall marketing campaign. They help you to determine audience familiarity and perception of your company.

Websites – A website is a priceless resource, able to inform your customers of all that you have to offer at their own convenience. As a defensive marketing strategy, a website is an excellent tool for creating that second or third contact with your audience by offering them a place to go to learn more. You can monitor traffic on your site to determine what aspects of your business are drawing the most interest. Tracking can also help you optimize your site according to the ways that potential customers are searching for you and your products. Websites today essentially serve as branch locations, with enormous potential for the growth of your company.

Achieving Success in the ‘Marketing Game’

The most successful marketing plans are able to integrate offensive and defensive strategies together on an on-going basis. In these plans, there is seamless interaction between the two sides as they constantly feed and receive from the other. From the outside, the sides blend with cohesion making it very difficult to even identify them as two separate functions. But, from the inside they are clearly identifiable and serve as the basis for success of any marketing program.

KolbeCo Marketing Resources is a St. Charles MO (St. Louis) based marketing and public relations firm. Scott Kolbe has over 10 years experience in the sales, marketing and public relations world.

© KolbeCo Marketing Resources, LLC

Scott Kolbe
KolbeCo Marketing Resources
http://www.kolbeco.net

There exist many definitions of marketing, in fact, too many. Together with the progression of the Internet, and consequently the development of new marketing techniques, technologies and stratagem, new definitions of marketing are appearing in large numbers. However plural and diverse the definitions of marketing may be, the essence of the said remains intact. Marketing is still no doubt the unique function of the business enterprise and no prosperous business is possible nowadays without effective marketing.

Most businesses believe that marketing effectiveness is expressed solely in numbers. Apparently, there are aspects (metrics) of marketing effectiveness that can be quantified and measured. The first and foremost goal of marketing is to create customers. Consequently, the effectiveness of this aspect of marketing can be evaluated by the number of new customers, new leads of a company or, in case of telemarketing, the number of completed calls. Another significant metric of effectiveness is the number of new products purchased by existing customers since the objective of any enterprise that intends to stay competitive in the market is not only to create new customers but to value and retain the ones they have already.

Measuring the response is another simple and cogent way to evaluate marketing activities. By taking the total cost of a marketing activity (for example, from an advertisement) and dividing it by the total number of responses, you determine the cost per response ratio. This cost per response ratio can help you decide if this activity was a success by comparing it with other alternative marketing activities. A standard measure of the effectiveness of various marketing activities is marketing ROI (return-on-investment).

Apart from the above there are aspects of marketing effectiveness that cannot be quantified. Many marketing analysts state that the mission of marketing is to establish an environment in which the customer appreciates the benefits of doing business with your firm, to set the stage for making the sale, to create the circumstances that make the sale the next logical, appropriate step. The uniqueness of a company that sets it apart from the competitors, its strong hold on the market place, i.e. the status of a company as the acknowledged leader in the field, the ability to stay at the forefront of the customer’s mind can all be considered the benchmarks for testing marketing success of an enterprise.

Marketing effectiveness that results in businesses achieving its sales targets, enhanced profits and increased bottom line performance is determined by both quantified and non-quantified metrics. The concept of singling out certain metrics when analyzing the efficiency of marketing policy and performance has been adopted by many and continues to evolve. Making marketing more accountable is an opportunity to put the effectiveness of your marketing performance to test. The elaboration of modus operandi for measuring marketing performance has become a hot issue in today’s marketing discussions. There are two parties concerned that are interested more than others in the solution of the issue. The first party represented by chief executive officers, chief financial officers and board directors want to know that investment into marketing brings profit. Marketers that make the second party want to proof the same.

The solution of the problem took the form and shape of a scorecard, no surprise. Thus, marketing is becoming the last in the list of business functions to accept scorecards – a concise report featuring a set of measures that relate to the performance of an enterprise, as a means for measuring marketing activities in order to give an all-embracing view of the performance of the above business department.

The next question that arises here is how many metrics and which in particular will make a scorecard comprehensive and all-embracing. Some economists claim that there are over 50 marketing metrics; however, it is clear that not all of them are equally important. A scorecard that is able to accurately diagnose and predict the future of marketing performance will comprise the fundamental metrics that evaluate only what is really important.

The fundamental metrics should include not only quantified metrics that are easy to measure (for example, number of new customers, ROI) but also non-quantified ones (brand awareness, brand equity) since it is the latter which are mostly able to determine the long-term vitality of a business. Thus, elaboration of a perfect scorecard measuring marketing performance needs certain training. Surveys show that the ones that already exist may still need some refinement and updating.

If you want to learn more about marketing metrics, check Sam Miller new web-site.

Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).

Marketing Communications Plans consist of the following vital elements:

Context analysis

Promotional objectives

Marketing communications strategy

Promotional mix (methods and tools)

Budget schedule

Evaluation and control (Fill, 1999).

When writing marketing communications plan it is important to:

1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning strategies

3. Develop creative message with which Marketing Communications Plan with communicate with target audience

4. Select and justify one or combination of marketing strategies (push, pull or profile)

5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency planning strategy (in case something goes wrong)

7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluation

References

Fill C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe
Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford
http://www.marcommwise.com/glossary.phtml?a=m&s=0

Please find below links to excellent Marketing Communications Plans:

C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD

S/M/162. Marketing communication plan: Philips SatinIce UK, and current marketing communications strategy analysis

S/M/158. Marketing Communication Plan for British Airways

S/M/158. Marketing Communication Plan for British Airways

E/M/14. Marketing Communications Plan for Pizza Hut

C/M/180. Internet music search engine Promotion Campaign

C/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaign

P/M/311. Marketing communication Plan for Direct Lines the breakdown service

S/M/77. Project Management for Marketing Communications Campaign

P/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELL

S/M/69. Marketing Communications Plan for British Airways (BA)

P/M/269. Marketing Communications Plan for Shell

P/M/262. Marketing Communications Plan for North West Valley Sailing Club

C/M/117. Marketing Communications Plan for Hugo Boss

P/M/252. Marketing Communications Plan for the Introduction of New Product: Smoothie

P/M/139. Marketing Communications Plan for Haagen-Dazs

P/M/130. Marketing Communications Plan for the new degree programme

P/M/133. Marketing Communications Plan for Marks and Spencer

P/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)

http://www.coursework4you.co.uk/sprtmrk28.htm

All Rights Reserved. Copyright © 2006 Verena Veneeva http://www.coursework4you.co.uk/sprtmrk28.htm

Executive Summary

This paper explores the differences between the old and new ways of B2B Marketing, and then lays out the five practical steps to assist you in taking advantage of the new Marketing 2.0 opportunities.

The catalyst for Marketing 2.0 is the amount of knowledge that is now freely available on the Internet for B2B buyers. Knowledge that shifts the power from seller to buyer. Traditional methods, such as Outbound or Interruption Marketing are no longer effective. The new model revolves around “permission-based”, Inbound Marketing, and the capability of integrated Sales and Marketing Automation (SAMA).

The five practical steps to help your organization take advantage of the new environment are:
1) Shift from Outbound to Inbound Marketing.
2) Automate.
3) Harness the power of Analytics.
4) Participate in the Online Discussion.
5) Make it easy to buy!

KEY TERMS

For your convenience, some of the key terms discussed in this whitepaper are summarized below.

Marketing 2.0 reflects a web-enabled shift from selling to buying, delivers a new permission-based 1:1 relationship between seller and prospects, and is powered by new web-based automation and real-time analytics.

Inbound Marketing encourages prospects to find you (the seller) when they are looking for solutions, versus Outbound Marketing where you broadcast to prospects in the hope that they are interested in your message.

CRM/SFA: Customer Relationship Managementor Sales Force Automation Systems. Software systems, traditionally maintained by sales, that store prospect, customer and sales opportunity customer data.

SAMA: Integrated Sales And Marketing Automation. Includes Web Analytics, Demand Generation, Reputation Management, and CRM/SFA automation.

ROMI: Return On Marketing Investment. SAMA closes the loop between marketing investment and sales returns.

INTRODUCTION

Ah, the good old days of marketing and sales. It was 1982, mid-winter, in Moscow of the former Soviet Union. As a young marketing rep for a manufacturer of capital equipment, I sat across the table from the Deputy Minister of Forestry. I was there to solve the problem of why our equipment – deployed in deepest Siberia – was underperforming.

I discovered that the maintenance manuals we shipped with every piece of equipment never made it to the field. In those days information was power, and the Deputy Minister of Forestry wasn’t about to let any power slip out of his grasp: he kept each and every manual tucked away in his large office in Moscow. If you wanted that information, you had to contact Moscow and ask him for it.

That was the world of 1.0. Everything revolved around controlling the information, controlling the conversation, and controlling the message. People built silos around their proprietary information. Everyone zealously protected their turf.

Marketing communications was primarily a monologue delivered by the seller to a buyer. The seller controlled the information and dispensed it to the buyer in a strictly controlled fashion. To break through and make a sale, the seller repeated his message louder and more frequently than the competition.

Today, however, more new information is published online every year than in the previous 5000 years of man’s history. This unfettered access to information has empowered the individual user, with dramatic implications for both marketing and sales. Information that is immediately available to anyone with an Internet connection who cares to look for it.

And the vast majority of B2B buyers, these days, do choose to look for it. They start the sales process without the seller’s knowledge, searching for solutions online. Should they find yours, they’ll come knocking on your portal’s door and may give you their permission to sell to them.

And so, with the click of a mouse, power has shifted from seller to buyer.

WHAT IS MARKETING 2.0?
It certainly seems like we have a fascination with everything “2.0″ these days. Business 2.0; Sales 2.0; Viral Marketing 2.0; even Mobile Cocooning 2.0! It’s enough to make your head spin.

The root of all these transformations is, of course, the web. Web 2.0 delivers user empowerment, interaction, collaboration, and sharing of information.

Has Web 2.0 transformed Marketing in the same way? Absolutely, but at a far deeper level than you expect at first glance. Sure, you can now participate in the latest buzz, like “glocalization”, “zalking”, “business blurring”, and “geostreaming”. You can blog your way to blogosphere stardom, and tweet all your co-workers, clients, and suppliers ad nauseum. But if that is the extent of your new marketing paradigm, you’re really missing the boat.

Do I believe that twitter will fundamentally change the way complex business-to-business products are bought and sold? No. But I do believe that the new world that spawned twitter is creating seismic shifts in the way business products are being bought and sold.

From Selling to Buying
Here’s the big picture: with web2.0, power has fundamentally shifted from the seller to the buyer. The buyer no longer depends on the seller for the information he or she needs to make the buying decision. Think back to my Moscow example in the Introduction. Today, the information is simply “out there” 7/24: Industry trends, company and products, features and benefits, pricing, channels, testimonials. If it’s not available on “official” websites, then it is through web2.0 vehicles like blogs and online communities. The bottom line is that prospects and buyers are now empowered to make decisions without you, the seller.

What fuels this shift is an age-old desire on the part of the buyer to control the buying process. Think about it. People hate to be sold. But they love to buy. The explosion of freely available information on the Internet simply made this natural progression possible.

As a business-to-business marketer, if you feel this “loss of control” is scary, you’re not alone. But before you contemplate a career change, consider that the corresponding shift from Marketing 1.0 to Marketing 2.0 actually carries more opportunities than threats.

From Outbound to Inbound
The first opportunity is to replace an inefficient marketing model with a more effective approach. Instead of the outbound technique, where you blast out advertising messages in the hope that someone will pay attention, the inbound model has prospective buyers seeking you out to gain information and insight. Seth Godin calls this a move from interruption marketing to permission marketing. Either way, the end result is more effective and efficient for both the buyer and the seller.

Inbound marketing attracts prospects to your website, since that is the easiest way for prospects to find you anytime and from anyplace. And, as the research shows, today’s business-to-business buyers overwhelmingly use the Internet as their primary tool for researching solutions to their business needs.

Your website, no longer just one of the elements of your marketing mix, becomes the central “clearing house” for all marketing efforts, both online and offline. Why? Because the digital nature of the Internet allows you to easily automate for speed and efficiency, track all traffic and activity, and capture data into one eCRM database.

From Manual to Automation
Marketing 2.0 revolves around the web, and the web is too big and too fast to deal with manually. In addition, prospects expect you to be “open for business” 24/7 online. Herein lies the second opportunity: Marketing 2.0 uses the powerful technology of SAMA to help you cope with the scale and scope of the web – all while reducing costs and operating more efficiently.

A key component of SAMA, Demand Generation technology, now allows you to automate the online sales lead generation and sales lead management process. Site visitors convert to prospects by engaging with the website, and accessing valuable content like whitepapers, videos, or webinars. In return for gaining access to this information, prospects share their email address and some of their professional profile, opening the door for further “permission-based” communication.

The system automatically grades and scores prospects according to their profile and “digital footprint” – where they go on your site, how they interact, how long they stay, and how often they return. The system then nurtures prospects with “drip” email campaigns that offer progressively more detailed information over time. Prospects achieve sales ready status when their scores demonstrate that they have completed enough successful interactions to move from early Awareness to Consideration. At this point they are seamlessly passed to sales.

From Art to Science
However, perhaps the biggest opportunity for marketers is the ability to transform much of your marketing effort from an art to a science. With Marketing 2.0 and SAMA, you can capture massive amounts of market data in real time, in the process receiving market insight that you could only dream of in prior days.

One of these insights is that you can now, finally, calculate your Return on Marketing Investment, or ROMI. What better way to decide which campaigns are working best? In addition, you watch prospects interacting with your campaigns in real time, as you digitally track their preferences. It’s like having an ongoing, free focus group. But there’s more: You can now use multivariate testing to quickly determine which elements of a campaign work, and which don’t, and correct your marketing strategies on the fly.

In other words, you can finally answer the age-old question of which 50% of the marketing budget is producing results.

Over time, SAMA systems use their priceless database of prospects and market preferences, to shine a lens on individual prospects, particular market segments, and your market as a whole. New levels of micro-segmentation, laser targeting and true 1:1 marketing are now possible. Think of the competitive advantages such invaluable real-time insight provides to your sales and marketing teams.

What others are saying about Marketing 2.0
“We are witnessing the obsolescence of advertising. The new marketing requires a feedback loop; it is this element that is missing from the monologue of advertising.” – Regis McKenna, a founding father of hi-tech marketing.

“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t. Finding new ways, more clever ways to interrupt people doesn’t work.” – Seth Godin, author of the most popular marketing blog in the world.

Summing it all up
So, for those who are still trying to wrap their mind around the Marketing 2.0 beast, here is our short and easy definition:

Marketing 2.0 reflects a web-enabled shift from selling to buying, delivers a new permission-based 1:1 relationship between seller and prospects, and is powered by new web-based automation, real-time analytics, and market insight.

Some things never change
As you embrace the powerful new world of 2.0, it’s important not to neglect those Marketing 1.0 elements that continue to work: a sound marketing strategy for example, that still revolves around Porter’s Five Forces, and the basics of segmentation, targeting, and positioning. Three of the 4Ps are also still the same: Price, Product, and even Place (especially for bricks and mortar B2B companies). Only Promotion has drastically changed.

And marketing and sales is still about people dealing with people. Implemented well, Marketing 2.0 actually strengthens this relationship between the prospect, marketing, and sales.

Now that we understand the differences between 1.0 and 2.0, it’s time to put the rubber on the road and look at our five ways to begin using the new approach.

5 PRACTICAL STEPS TO MARKETING 2.0
However, before we set off to embrace the opportunities of Marketing 2.0, it’s worthwhile to suggest, as with any journey, that it pays to know where you are going before you depart. So make sure you set clear, measurable objectives beforehand for what you would like to achieve. For example, you may want:

• Specific market insight to improve your marketing tactics and strategies (good)
• Generate new leads and prospects, and the generation of incremental revenue & profit (better)
• Combination of both (best).

Then develop a clear and concise Marketing Dashboard so that you and the rest of your management team can keep track of progress along the way. Remember, what doesn’t get measured, doesn’t get done.

STEP 1: Shift from outbound to inbound marketing
The goal here is to stop interruption marketing, and engage in permission marketing where prospects come to you with their interests and buying needs. Use the following Inbound Marketing techniques to turn your website into a prospect magnet.

• SEO (Search Engine Optimization): Start with developing your “keyword identity”. Find those keyword phrases that you can successfully compete on, and that will minimize prospect “bounce” and maximize conversion. Then optimize the content and structure of your website around those keyword phrases. Finally, create meaningful external backlinks to your site, to boost your site’s credibility and importance to search engines. Successful SEO is as much a marketing exercise as it is a technical one, so don’t just leave it to the techies.
• PPC (pay-per-click advertising): If needed, compliment your SEO with PPC around this same “keyword identity”.
• Free Content: Create great content that displays your company’s knowledge leadership in your industry, and that inbound prospects will want. Publish this content in the form of whitepapers, videos, and webinars. Make it available for free download provided prospects identify themselves and give you permission to communication with them 1:1. And map your content to the sales cycle, so that you can feed prospects with valuable information as they move through all of its stages.
• Integrate Outbound with Inbound Campaigns: Some outbound campaigns – like tradeshows and direct contact programs – may still be delivering ROMI. Through customized landing pages on your website, bring those traditional outbound campaigns into the efficiency of the inbound world with integrated analytics, CRM integration, and automated sales lead management.

Step 2: Automate
The world of web-based inbound marketing is too big and too fast to handle manually. So tap into SAMA technology, and automate the routine repeatable tasks, like data analysis and the generation and management of inbound sales leads. Free up marketing and sales for value-added, strategic activities and the closing of deals. Two key components of SAMA are:

• Reputation Management Automation: Monitor the online conversation about your company, your products, and your brand in both social and conventional news media. Determine the trends in either positive or negative perception, and locate the key points of influence that drive those trends, allowing you to interact and influence the conversation.
• Sales Lead Management Automation: Employ a Demand Generation software solution to automate the generation and management of inbound sales leads. Collaborate with sales to automate best practices and set business rules to automatically grade, score, and nurture prospects, and determine at what stage a prospect is ready to be handed to sales. Seamlessly integrate prospect profile and “digital footprint” data with your CRM or SFA systems.

Step 3: Harness the power of marketing 2.0 analytics
Shift marketing from an art to a science. With the digital world and SAMA comes the ability to capture and process massive amounts of information, allowing you to close the loop and get feedback from your market and individual prospects in real time.

• Macro-level Analytics: For a macro view of your market, you can implement a free analytics program like Google Analytics. Google Analytics will give you macro insight, but will not “put a face” to an individual visitor.
• Prospect-level Analytics: The real power of Marketing 2.0 analytics is in capturing the profile and digital footprint of each and every prospect who visits your website. To achieve such 1:1 insight into your prospect’s needs and preferences, you need to implement an automated Demand Generation solution tied directly into your CRM or SFA system.
• Multivariate testing enables you to compare the effectiveness of different marketing messages, landing pages, and campaigns in real time.

Step 4: Participate in the online discussion
Joining the conversation in relevant social media is another opportunity to accomplish McKenna’s closing the loop.

• Join the Conversation: Find the key blogs, forms, and communities in your industry. Listen to industry trends, issues, and concerns. Voice your unique perspective, and point others back to your website and your valuable content, so that you can build backlinks and boost your site’s credibility with search engines.
• Create your own unique voice: If you feel you can contribute ongoing, value-added ideas and opinions, consider starting your own blog. But beware of the time commitment, and the effort required to keep it meaningful. Blogging is also a great way to create effective backlinks to your site, and increase your SEO effectiveness.
• Give your market a voice: Empower your customers and prospects by giving them a forum to discuss issues of relevance and the tools to build their own content. Create a portal that gives customers and prospects a “water cooler”. To 1.0 marketers this is definitely a risky proposition, but to 2.0 marketers it is an opportunity to add value to the industry, show leadership, and strengthen connections with your market.

Step 5: make it easy to buy!
This step may seem low-tech, but at the core, this is really what Marketing 2.0 is all about. Think Buying, not selling. Empower the Buyer.

Consider not only your prospect’s initial online experience, but the entire customer interaction lifecycle – from first contact, to training and after-sales support.

As a B2B marketer, remember that your customers must buy. Unlike in B2C, where many purchases are discretionary, B2B customers need your products and services to keep their own businesses running. It’s not a want; it’s a need. Therefore what often determines where they buy is how easy you make the buying process.

In other words, make it easy for your customer to buy from you, and you’ll have a customer for life.

SOME FINAL THOUGHTS
So how long does it take to do all this? If you started today, when would you be running at full speed? The answer depends on two elements:

• How committed your executive team is to implementing the new approach. Sales and Marketing need to collaborate to implement Marketing 2.0.
• How much help you get along the way. Select a capable partner to help you through the challenges of Inbound Marketing and the complexities of SAMA, including SEO, PPC, Demand Generation, Reputation Management and CRM systems.

Is it worth it? That depends on whether you want to spend the rest of your life in Siberia, or to come in from the cold. It’s no secret that companies who implement Sales and Marketing Automation systems and embrace Marketing 2.0 see large increases in leads and triple digit increases in their sales conversion rates.

Axel Kuhn
President – Gossamar Inc

Gossamer delivers end-to-end SAMA solutions, including system integration, services, and consulting. Our principals have clocked over 60 years of cumulative experience at the leading edge of business to business marketing and software technology, here and around the globe.

We serve mid-sized B2B organizations with complex sales cycles. By implementing our products and services, our clients achieve more sales leads of higher quality at lower cost than through conventional sales lead generation and sales lead management approaches. The result is more revenue, higher profit margins, and a tremendous competitive advantage.

http://www.inbound-marketing-automation.ca/
http://www.inbound-marketing-automation.ca/blog/

Take Your Company’s Green Initiatives, Make Them Work for You and Add Green to Your Bottom Line.

So, your company has a Green Initiative. Maybe you’ve started recycling paper and other products, utilizing biodegradable and renewable resources, choosing sustainable sources for the materials you consume, utilizing energy saving devices or solar powered energy or begun working to reduce your carbon footprint another way. Even if you’re only taking part in one of these initiatives today, it’s likely that your company has invested time, effort and funds into the program – which, by the way, is a lot of additional work you were not doing five years ago. Working to preserve the environment is a noble cause that many companies are making part of their business plan or social responsibility plan, but it also provides those companies a big opportunity to reach out to green consumers and promote their products and services.

Now that your company is putting forth all this extra effort, it’s time to examine your environmental practices and take the positive steps that can help you add profits to your bottom line. Kermit the frog said it best when he coined the saying “It ain’t easy being green”, but even Kermit knew that those who take on the challenge of preserving the environment through their business practices will have a new audience of Lifestyles of Health and Sustainability [LOHAS] consumers. LOHAS consumers value environmentally friendly companies and their products and services, and represent a new marketing avenue for your business. In short, yes, being “green” can certainly bring in more “Green.”

This new audience of LOHAS consumers along with your current audience of customers and prospects want to work with and buy from companies who have a strong background in environmental responsibility. Your new green initiatives are a great way to build a bridge with prospective and current customers, but they won’t know you’ve gone green unless you make it a point to let them know. Getting out your green message can be done through traditional marketing channels, but is much more effective if communicated through “green marketing.”

Green marketing is the practice of using eco-friendly materials to deliver your marketing message. It is based on the principle “actions speak louder than words,” because it helps you demonstrate your green commitment through the actual marketing vehicle instead of through your marketing message alone. Green marketing can involve all phases of your marketing and promotions, from your marketing materials and promotional products to your direct mailers and executive gifts. Every marketing initiative that your company undertakes, from a branding campaign to a new product or service launch, can be produced using eco-friendly materials to underscore your green message.

Green marketing is in and of itself a green initiative. Using recycled, organic and energy-saving print and products in your marketing campaigns will lessen your carbon footprint. Your audience will be able to recognize immediately that you are a company that is serious about protecting the environment, and if the piece you have sent is creative and useful enough, they may keep it even longer than a non-green marketing piece. With all of the great opportunities to brand your business as an environmentally responsible company and make your target audience aware of your green initiatives, green marketing should be a no-brainer. But is it? Many businesses find green marketing to be a daunting task. Where do they find the materials? How do they know what’s green and what isn’t? Are they green enough to say that they are green? Don’t get overwhelmed yet; green marketing is within your grasp!

Green Marketing Made Easy

So, what is your green ability? Can you market green? The answer is: yes. Green marketing has become very accessible over the past ten years. The materials are much easier to find and the marketing and promotional industry has developed standards and certifications to let you know which materials are authentic and how authentic they are. Today there are many resources for attractive promotional products and printed pieces that are healthy for the environment and your marketing campaign. From recycled leather lap-top bags and Forest Stewardship Council [FSC] certified paper brochures printed with vegetable inks to biodegradable tradeshow bags and bamboo polo shirts with performance fabrics, the options are endless. When you think of green, you might visualize a plain brown product, but many of these items are also extremely stylish and attractive – even more so than their “non-green” counterparts.

Start by creating a green marketing plan. Identify all of your annual marketing programs and opportunities and evaluate how they can become more “green.” If you usually give out a corporate gift during the holidays, look for one crafted of attractive recycled leather – or choose a solar-powered computer bag that can power their lap-top anywhere the sun is shining. If you always do a direct mail piece around a product launch, choose FSC certified materials for the packaging and print it with vegetable inks. If you are concerned with sourcing the products, contact your local promotional products professional and ask for their assistance in choosing the perfect green products. Once you have identified the annual projects for which you will use green marketing materials, consider the marketing message that you will include. Sometimes it is effective to call attention to the green materials and make your green business practices a focus where other times it makes more sense to allow the eco-friendly construction to speak for itself and use the marketing copy to promote your company, product or service. After your messages are crafted and polished, you are ready to begin marketing “green.”

One question that many businesses ask is “am I “green enough” to market green?” As long as your business has undertaken a green initiative that has a significant impact on your footprint, it is acceptable for you to let your audiences know that eco-friendly initiatives are important to you and that you are taking steps to become more environmentally friendly. Even if your initiative is small, it’s still ok to market using green materials and let your audience know that the environment is important to you. Where businesses get in trouble is when they make claims like “Our oil refinery is a green oil refinery” or “We have become an eco-friendly company.” If either of these companies is doing just one thing that harms the environment, they could lose their credibility with their customers and be perceived as engaging in “Greenwashing.” Greenwashing is the practice of telling the public that you are greener than you actually are.

In order to avoid Greenwashing, make your marketing message very specific. For instance, you might say “To show our concern for the environment, Bio-Tech has implemented our first ever paper recycling program,” or “Our company pledges to add one new eco-friendly business practice every quarter this year – why don’t you join our green revolution.” Also be careful that any products and services you are marketing as green have been verified by a reputable third party source. The moral of the story is that, yes, anyone who has implemented an eco-friendly business practice can use green marketing to grow their bottom line, but crafting the message honestly is the key.

Whether you are a green company who wants to communicate your eco-friendly message or a company who is just dipping their toe in the environmentally friendly waters, integrating green marketing materials into your marketing plan can really help you take your green initiative to the next level – and grow your bottom line. Your green-ability is strong and the time for green marketing is now!

Chris Morrissey is the Owner of Proforma Big Dog Branding, a premier provider of printing services and promotional products, with expertise in eco-friendly marketing practices.

To reach Chris: chris@bigdogbranding.com – http://www.bigdogbranding.com/

If your brand does not command greater preference or produce increased margins then you do not have a brand — you have a business. The only reasons to invest in competitive brand development are to grow margins and/or increase preference. If your brand is not adequately delivering one of the afore mentioned values, then this month’s Brand Thief is an imperative read.

Too often the foundation of your marketing strategy, your brand, is ignored when developing marketing strategy and tactics. It is where your strategy gets its permission to play that proves to be the most important part of your entire marketing strategy.

In the Art of War, Sun Tzu states, “Those known as sophisticated at strategy do not have unorthodox victories, are not known for genius or valor — because their victories contain no miscalculations,” and his thinking is point-blank. The question now becomes, what constitutes an “unorthodox” victory in the marketing arena? The temporary victory that comes from developing a marketing strategy without redeveloping or redeploying your brand strategy is anything but orthodox.

Branding As Marketing

At Stealing Share®, we cross the boundaries because we know that your brand needs to steer your marketing strategy. Branding and marketing need to blend organically. When we discuss brand permission, we are referring to the permission attributed to the brand by the customers in order to accomplish a particular meaning, advantage, or to occupy a specific position. Most marketing strategies lack this permission because they have confused their brand with their corporate proposition or product efficacy. As a result, the expensive marketing juggernaut fails to fulfill marketing department expectations.

The reason most marketing strategies fail is not because the strategy was wrong, rather because the marketing department was unable to observe the brand dispassionately. Just take a look around and see how many people have no idea as to how they appear to others. Look for example, how many bald men think the “comb over” is an effective disguise. People cannot see themselves as others do, and marketing departments quickly reinforce this fundamental truth when they step into the “corporate body” — unable to see itself dispassionately. The corporate body sees its circumstances in terms of its own precepts. Such blindness presents an opportunity for visionary brands that are willing to see brand development as central to its marketing development and not simply as something to be “managed” by the best intentioned of brand managers and marketing mavens.

Napoleon warned “The great proof of madness is the disproportion of one’s designs to one’s means.” In this case, “means” can be defined as “brand truth,” as surly as it can be defined as marketing budget. There is often a wide gap between what we push to be true and what the consumer believes to be true. The good news is that your main competitor is sitting in the same boat.

How Marketing Has Changed

Brand IS about persuasion because it is all about the beliefs that drive your target audience to covet it. It is not static and needs to illuminate marketing activities and strategies that were submerged. Stealing Share is a brand development company, but brand development without a concrete marketing strategy as part of its deliverables is like going to the finest restaurants in the world, deciding what it is you want to eat, and then eating the laminated menu rather than what you ordered. This meal has the same taste and nourishment value as tree bark.

Ad Agencies Are Not The Answer

The current market environment is a living and breathing example of “Who Moved My Cheese?” The market seems more competitive and crowded than ever, and new fresh ideas are scarce. Promotions seem run of the mill, and they often reduce the brand’s ability to command good margins. Collaboration with advertising agencies seems to be increasingly adverse because there is a growing gap between what the agencies consider great and the brand’s understanding of outcome. Marketing messages tend to define category benefits (i.e. ATM availability in the banking market). The positioning differences only exist in the minds of the marketers and seem to be completely lost for the customer.

Large gaps and incomplete perception in the market is good news for any brand that is willing to undergo a rigorous and dispassionate brand overhaul. Are you willing to challenge everything for the sake of profits and preference? Are you willing to partner with outsiders who have the benefit of objective viewpoints? Are you willing to really listen to your target market and build your entire strategy on their beliefs and self-affirmation?

The worse news you can get from Stealing Share® is that you are doing everything right — it is as good as it gets. Change and opportunity is always possible when you round the corner of the track and hit the gas at exactly the moment that your competition taps the brakes. We agree with Sun Tzu when he says, “Attack their weakness and emerge to their surprise.”

Tom Dougherty
CEO, Senior Strategist at Stealing Share, Inc. (http://www.stealingshare.com)
Tom began his strategic marketing and branding career in Saudi Arabia working for the internationally acclaimed Saatchi & Saatchi. His brand manager at the time referred to Tom as a “marketing genius,” and Tom demonstrated his talents to clients such as Ariel detergent, Pampers and many other brands throughout the Middle East and Northern Africa. After his time overseas, Tom returned to the US where he worked for brand agencies in New York, Philadelphia, and Washington, DC. He continued to prove himself as a unique and strategic brand builder for global companies. Tom has led efforts for brands such as Procter & Gamble, Kimberly Clark, Fairmont Hotels, Coldwell Banker, Homewood Suites (of Hilton), Tetley Tea, Lexus, Sovereign Bank, and McCormick to name a few. Contact Tom at tomd@stealingshare.com

The world of marketing has changed. With increasingly better educated and more skeptical consumers, marketing methods must be increasingly accountable.

Questions being asked by CEOs and business owners from the largest companies through to the smallest solo operators include:

· How can you be more confident about your ability to quantify your return on your marketing investment?

· How can you prove the effectiveness of your marketing?

· How can you define, measure and take action on your return on investment?

· How can you match your marketing to meet your corporate goals and expectations?

· How can you predict what would happen to sales if the marketing budget were cut?

· How can you forecast the impact of your marketing program on your sales?

· How can you integrate modern marketing methods into your existing marketing plans?

· How can you convince your boss that marketing does deliver measurable results?

· How can you convince your boss to increase and not decrease your marketing budget?

One of the emerging tools that answers these questions is viral marketing. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence

Word of mouth marketing and personal referrals or recommendations from peers are the most powerful marketing tools. Email and the Internet have extended this by providing technology that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message’s visibility and effect.

A sort of word of mouse!

And this is easily measured through using web statistics and sales data. So how do you get results by your customers, clients, subscribers or program members promoting your service for you?

Here are five easy ways to turbo-charge your viral marketing efforts and quickly spread enthusiasm about your product or service.

1. Collaborate With Thought-leaders In Select “Communities” of Influence

The more influential the group and aligned with your target market, the more likely you are to have success. This requires research, communication and understanding of your target market and affiliated, or potentially affiliated, businesses.

2. Offer An Incentive

Most people are motivated by rational self-interest. Offer something they really want like a holiday, free knowledge or education, discounts, or package deals. Just as your company will benefit from their involvement, offer a benefit in return.

3. Follow-up With A Personal Approach

Relationships are always strengthened by personal interaction. Often your emailed expression of interest or offer may be one of thousands received daily by a company. A follow up phone-call or meeting will develop a more personal relationship and strengthen your company’s involvement. This also allows time to negotiate with the company directly and better identify with their needs.

4. Make It Immediate

Viral marketing works when you consider news values such as drama, consequence and immediacy. Be aware of what’s happening in the community and the world and try to tie in with recent dramas.
An example of effective viral marketing in the wake of the London bombings is demonstrated by the following email widely distributed around the world:

“Hi All,

Don’t usually forward emails but thought this may be a good idea.

Following the disaster in London . . .

East Anglican Ambulance Service have launched a national “In case of Emergency (ICE ) ” campaign with the support of Falklands war hero Simon Weston.

The idea is that you store the word ” I C E ” in your mobile phone Address book, and against it enter the number of the person you would want to be contacted “In Case of Emergency”.

In an emergency situation ambulance and hospital staff will then be able to quickly find out who your next of kin are and be able to contact them.
It’s so simple that everyone can do it. Please do.

Please will you also email this to everybody in your address book, it won’t take too many ‘forwards’ before everybody will know about this. It really could save your life, or put a loved one’s mind at rest.
For more than one contact name ICE1, ICE2, ICE3 etc.”

By acting on the incident, viral marketing has spread this message quickly, and cheaply, around the globe.

5. Make It Interesting To Create Buzz

We have become rather immune to a number of tactics commonly used to generate attention. Spam emails, free offers etc. are often overlooked in a sea of similar materials received daily. Always think outside the box in order to make and impact.
A good example of this is the recent US made TV commercial featuring Paris Hilton for a burger chain.

PR expert Don Crowther said recently “it cost the chain eight to ten million dollars to air the commercial, plus, probably another million or two in production, Paris’s fees, and website production fees.

But what did it do for sales? Same store sales revenues at Carl’s Jr. increased only 1.7%, at Hardee’s just 0.7%.
Sounds like a great investment to me – Spend 8 to 12 million dollars, get back $1.1 million in sales.”

On positive side Don adds “the ad has generated a significant amount of controversy, a reported 802% increase in web searches (though I seriously question how many people were coming to the Carl’s Junior and Hardee’s sites before…), 4 million hits on the spicyparis website, free showings on news shows, several petitions against it, and some franchisers refusing to run the ad.

So, unquestionably, it generated buzz.”

Whether scandal, drama or incentives are being utilised it is important to capitalise in order to make your viral marketing effective, measurable and noticed.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom’s blog at http://www.8mmedia.blogspot.com.

BRILLIANT MARKETING… sounds great, but what is it?

Is it the marketing idea that results in the mailman ringing your doorbell, signaling in a caravan of postal workers with mounds of letters – all in response to your latest advertisement? Is it the idea that brings a 35% response rate on a direct mail campaign… or the one that sends gigabytes of good news in the form of PayPal payment receipt notifications?
Surely all of these ideas would be considered brilliant marketing ideas…right?

Well, maybe… it depends on the cost of generating the response. If the cost of marketing is greater than the income generated, it doesn’t matter how great the response, it’s not the result of brilliant marketing idea!

So what is a brilliant marketing idea? Simple: a brilliant marketing idea is one that brings in profits far greater than the marketing costs associated with generating those profits. Simple in concept, but not so simple in application… unless your marketing focuses on those key elements that make the difference between disappointing marketing results and brilliant marketing results.

Marketing brilliantly means:

Creating Rapport – All of your messages, materials, and tactics must be based on creating rapport with your prospects and customers. Eighty-seven percent (87%) of all business transactions take place because of sense of rapport – a statistic that just can’t be ignored. For example, use phrases like “For Your Convenience” or “Questions Welcome”.

Using the Principals of Psychology – There is a lot of information readily available that tells us what makes prospects buy… incorporating this knowledge in your marketing is critical. For example, did you know that the majority of response from a direct mail campaign comes after the seventh mailing? Why? Because the repetitive exposure finally gets through that part of your prospect’s brain that tries to ignore all of the “noise” coming at it every day.

Affordability – Marketing brilliantly is all about developing materials and tactics to be as inexpensive as possible. This is vital for most small businesses (most of which have a nearly non-existent marketing budget). As simple as this sounds, most businesses focus on designing materials that focus on ego-gratification… after all, it’s more impressive to see a four color ad in print than it is to see one in black and white. BUT… did you know it costs less to print the black and white ad and it actually generates greater response rates than a larger ad (or a four color ad) if it is designed using design tricks like a THICK black border. Marketing brilliantly means knowing these tricks of the trade – and using them to decrease costs while increasing response rates.

Maximizing Everything — Maximizing everything you do as a part of your daily business operations activity – so that it becomes a marketing activity also – is critical to marketing brilliantly. It also means maximizing every element of your marketing materials and activities to bring maximum response. For example, if you are sending our invoices (or any other customer communication for that matter), be sure to include marketing messages or materials in that routine mailing.

Creating Enthusiasm — Every one of your marketing materials must focus on the benefits (and supporting features) of your products and services; this is the most inexpensive and highly effective way to create the energy, enthusiasm, and emotion your prospect must feel in order to buy. People rarely buy because they need something… they buy because they WANT it. For example, just using exclamation points can create enthusiasm and energy in your prospect’s mind!

Being Totally Comprehensive — There are many different ways to market your business and you need to take advantage of every applicable avenue. This includes using business communications to market your business as well as advertising, direct mail, internet marketing, networking, public relations, and customer development tactics. (Customer development includes the more familiar category of customer service but it goes beyond that… incorporating strategies specifically for developing customers into better, repeat customers.)

Using Self-Sustaining Strategies — Operations are the life-blood of every small business; marketing brilliantly means your marketing almost operates on auto-pilot and takes minimal time away from operations. For example, every marketing material you create should be used as many times, as many ways, as possible. Forget the prominent mentality that says every time you need to market something that you need to create from scratch. Not only is it more expensive, but it takes valuable time away from business operations.

Okay, so there you have it: simple, logical, and amazingly powerful techniques for marketing brilliantly.

Alex Barrington, creator of The Brilliant Marketing!™ System is the micro-business marketing pioneer of our time. As a degreed consultant, speaker, author, and regular radio talk show guest, Alex has worked with thousands of micro businesses over the last 15 years developing.

The Brilliant Marketing!™ System is Alex’s innovative, fresh approach to micro-business marketing. Following this brilliantly simple, step-by-step system results in a custom Living Marketing Manual — a marketing tool that focuses on using only low-or-no-cost ideas to successfully market a small business… and it’s so revolutionary that it virtually makes marketing plans obsolete. Complete information on The Brilliant Marketing!™ System and how you can create your own Living Marketing Manual (as well as info on Alex’s books) is available at [http://www.brilliant-marketing-for-small-business.com/ebooks.html] (And while you’re there don’t forget to get your FREE copy of Alex’s quick-read eBook, Brilliant Marketing!™

Whatever your marketing activities like online marketing or offline marketing, your product marketing or affiliate marketing, it is need good mental attitude to success in marketing. Marketing is one process to gain a success in life and finance. It is not instant process like magic. This is not process like you request money to your mom and you will get it.

Marketing is struggle process with tears and sweat to get success. In marketing, there is no instant process to get best product and services, to get potential customer, to make customer loyalty and to get good payment from customer. It is long process in success tradition in our business. Below six mental attitudes should you build when you conduct marketing activities to gain your money and success, such as :

1. Always learn something without stop

There are always new in marketing especially customer behaviors and marketing approach. World always change every time influence to marketing. So, you must learn anything about marketing approach, customer behaviors, product and services evolution, etc. If you are never learn and see development of environment, then you will out of date of your knowledge. This is will make you decrease your opportunity to gain success in marketing.

2. Never give up and patient

Marketing is very long time process and you are not able to guarantee every proceeds that you done will always success. There is always invisible hand will interrupt your effort to get customer and make transaction. After transactions succeed, there are no guarantees your customer will pay your product and service after you deliver to them.
You will keep get to solve your marketing. So, you need patient and patient enough in your heart because we can not control other person and other situation.

3. Struggle Mentality

As a marketer, you are a hero for your company and your family. You are hero too for your self. As a hero, you must have struggle mentality because marketing is unpredictable area although there is some marketing research result to preset some marketing fact. Marketing is very different between in the paper and in the table of customer. This is also different too in society as your customer location. To adapt with this condition, you must have struggle attitude because it is hard to change and to get your customer in your controlled area.

4. Humble and able to relate with everyone

Humble is needs to face any person in your marketing activity. Remember, your money and success place on your customer heart. Next, you should be able to relate with every person in every environment. You can not push your marketing are like your desire. Society is powerful entity in marketing work. So, with your humble, your customer will attract with your personality.

5. On guard to Business and efficient

You should be on guard to your business and always efficient in expenses. You need efficient in marketing activities like trips, presentation, negotiations, etc. It is needs because there is some competitors and changing of customer behavior influence to your marketing success. Remember, marketing always use economic principles to get much money and opportunity with small expenses and capital.

6. Never satisfied if success have get it

Successes will come to you if you struggle to get it with right path. Usually, you will not enough with money that you have it. One success will push another success bigger and bigger. Keep get your success until you cannot pull your breath.

Six marketing mentalities above are enough to get your success in marketing activities. However, you must learn anything to complete your knowledge in marketing area. Remember; always change happen in the world and your customer. Happy marketing, friend! [ ]

Susmanto Hadi is independent author from Indonesia. He has been writing some books in Bahasa Indonesia. He also compile computer security glossary in an e-book to help everybody to understand computer security sciences. He is a ghostwriter to some local writer in Indonesia. He also conducts Internet marketing activities with his web. See his web for more information, click here: http://www.digitallylearning.com/