In today’s economic climate, your business needs to do more than just wheel out the same old tired marketing strategy year after year. The popularity of online publishing tools – Facebook, Twitter, YouTube, Flickr – have created a unprecedented media opportunity for businesses to promote brand awareness by becoming an information authority on topics that are relevant to your industry.
News Filed Under "Strategic Marketing"
Your sales aren’t as strong as you wanted, you’re toying with new product ideas, or you’re starting a new business from scratch. These situations all require market research—the study of specific markets, environments or products—to give you a better idea of what you’re getting into.
It’s bound to happen to any online startup: you take pains to form a brand, generate some buzz, and make your product the next big thing on the Web. But somehow it doesn’t happen, and you are left watching your money go down the drain.
No other industry has a landscape as varied as Internet marketing. With 100 million sites pouring out a constant stream of content, your most ingenious catchphrase can become cliché in a matter of seconds. Whether you like it or not, change is the only constant rule in Internet marketing. You need the occasional shift in strategy to stay in business. If the following techniques still make up most of your plan, it’s time to change your approach.
Market research shows that colors account for around 80% of the information retained on a website. But we don’t need studies to know that—just take a look at the pristine whites of Apple.com or the organic greens of Starbucks. Colors are never just colors for a business—they’re as closely tied to your identity as your trade name.
Internet marketing isn’t mysterious. In fact, we can sum up the rules of the game in two words: stay ahead. Your marketing efforts are only worth it if you’re using the right tools, addressing the right people, and saying the right words. And in the fickle world of the Web, these things change more often than you probably think.
It doesn’t take a Pulitzer to recognize well-written marketing copy. It’s all about persuasion: you use words to spark interest, sell your stuff, and get people to see things your way. No matter how well you can twist words around your head, you won’t get very far without proper persuasive techniques.
McDonald’s has its signature golden arches, while Microsoft has its telltale Windows grid. These companies paid a lot of money to build a corporate identity that really sets them apart from the rest. But what if you’re a humble startup without much capital to spare?