I saw this cartoon, showing two panels of a dog owner scolding his pet to stay out of the garbage. The first panel illustrates “what we say to dogs”. The second panel shows “what they hear”, with every word (except the dog’s name) replaced by “blah blah blah”. Consumers have this same type of selective hearing. They are increasingly equipped to tune out marketing messaging in every medium, particularly classic television advertising. Some advertisers respond to this phenomenon by designing ads to be watched at 12 times normal speed (featuring lingering shots of brands, logos, and characters). I think a better takeaway is to create advertising so good that viewers choose to watch. In the age of on-demand television viewing it’s not necessarily the consumer technology
Traditional Marketing Archive
Content is the soul of any advertising or marketing game plan. By content I not only mean relevant text, but also Infographics and Videos. Graphics and other aggrandizements do help to catch attention but it is the content that does all the talking. The right content can market your blog or product to target consumers. Therefore, it is not surprising that a lot of work goes into creating impactful content that can leave a mark on viewers. Thus, it is very important to have a strategy in place to churn out great pieces capable of holding audience attention. A few tactics, which can help in adding content to your marketing mix, are given below. Cater to your audience Isolate your target audience and understand them from
The war between Sales and Marketing has always existed and has always been one of the those water cooler discussions. And yet it’s probably fair to say that the future of your company lies in your ability to make the two work better together. The reason these two departments do not gel well is due to difference in job roles and yet have the same objective. Marketing Acts Superior Many marketers have business degrees, so they think they’re better than sales reps who don’t. However, business degrees are of limited use in sales situations – because very few business schools offer courses in sales, let alone majors or degrees. Since what’s taught in b-school is (frankly) a mix of accounting and biz-blab, the superior air of the MBA’d is of little
Till now I have always heard of technolgy as an enabler; that bolsters the business. Technology makes production/service faster and increases efficiency, usually leading to more money, so those in business tend to be the first to adopt new technological trends. Without a slightest of doubt, technology has changed the ways we do business; not limited to that, technology has changed societies and way people behave n interact. Though, some businesses are left behind in the technology game. I would like to quote a recent experience I had at Dominos. Me and a friend were excited to have our lunch at Dominos last friday. While there was a pizza free with another medium sized one, we thought of negotiating the price as we needed only one! Obviously, the
Many people think that advertising a product means to sell it. But real aim of advertising is to make general public and potential buyers aware of goods, products and services available under a brand. Though, it must sell; making ads that coax audience to buy isn’t unethical at all. However, what is ethical and what’s not; when the supreme authorities have altered the definitions altogether. Comparative advertising Comparative advertising is advertising where one party advertises his goods or services by comparing them with the goods or services of another party. Such other party is usually the competitor or the market leader of that good or service. The comparison is made with a view towards increasing the sales of the advertiser, either by suggesting that the advertiser’s product is
There is an interesting, historical note about Kikkoman Soy Sauce. As you probably know, Kikkoman is the world’s largest seller of soy sauce — the biggest marketer, the most successful marketer of soy sauce. It’s a large company that comes from Japan. They were hoping to be very successful in a very large food and beverage market — the United States. They entered the U.S. in the 1950s. They entered, as most Japanese firms do, from the West Coast in California. And they were selling soy sauce mostly to Asian grocery stores along the West Coast. They sold very little volume, because, in the 1950s, Americans were not used to consuming soy sauce. It was a foreign product. It was an exotic product. You usually