The Ins VS. The Outs of Marketing

As more companies embrace the concept of marketing via technology outlets, inbound marketing becomes more prominent. Inbound marketing exists in the forms of social media marketing, blogging, publishing podcasts, videos or Ebooks, utilizing search engine optimization and various other avenues of content marketing. The motivations behind inbound marketing efforts seek to increase brand awareness, improve customer relationships and distribute both value and information to target markets of consumers. Outbound marketing contrasts inbound marketing by serving as a more traditional route to advertising. Common examples of outbound marketing are telemarketing, cold-calling, sending promotions in the mail, and TV advertisements. There is typically less value discovered in outbound marketing communications, which is one of the main reasons it is considered the “old” version of marketing.

Bill Momary's blog provided this graphic depicting the main differences between inbound and outbound marketing.

Bill Momary’s blog provided this graphic depicting the main differences between inbound and outbound marketing.

To find out more information on the differences between inbound and outbound marketing, feel free to visit: http://blog.ebyline.com/2013/06/why-transparency-is-the-key-to-successful-content-marketing/

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Steve Jobs’ Marketing Strategy

Steve Jobs was the co-founder, chairman and CEO of Apple, Inc. He will always be remembered for his charisma and the transformations he influenced in the world of technology. Since he was so successful with conceptualizing and executing marketing campaigns, I thought it would be appropriate to provide a link to one of his famous speeches. In the following video, Jobs discusses the importance of appealing to values when launching a marketing strategy.

New Year, New Marketing Tactics

Happy New Year!

Happy New Year!

The start of a new year generally serves as an excellent time for individuals and companies to reflect on their actions over the past year and brainstorm resolutions. In 2014, there were significant increases in the marketing possibilities. It would be wise for organizations to recognize the methods that should be utilized to improve their businesses. Social media presence is projected to continue expanding in 2015, thus the marketing efforts set forth by companies should focus on distributing their information via social media networks. Integrating various social sharing options into websites is also beneficial for organizations to consider. Personalizing messages and websites to fit target audiences is another recommendation proposed by Peter Roesler, the President of Web Marketing Pros. The last idea discussed in Roesler’s article regards preparation for technology. The businesses that remain updated on the latest technological trends will have the greatest successes attracting and capturing their web-friendly consumers. If you would like to learn more about the reasons behind Roesler’s suggestions for 2015, the rest of the article can be accessed here: http://www.inc.com/peter-roesler/4-marketing-trends-business-owners-should-use-in-2015.html

B2B vs. B2C

Have you ever heard of the terms “B2B” and “B2C” when discussing companies or marketing campaigns? You may wonder what these abbreviations stand for or how they are different. “B2B” refers to organizations that conduct business to business operations. Common examples of “B2B” companies include Salesforce, Intel, General Electric and the American Marketing Association. “B2C” organizations are primarily focused on reaching out to consumers, such as Kohl’s, Mercedes Benz, Delta Airlines and Starbucks.

The general differences between B2B and B2C marketing campaigns tend to relate to the sales cycle, target market, as well as the overall purpose and goal for engaging in marketing. B2B companies emphasize the importance of building relationships with their customers to encourage satisfaction and future purposes. They tend to carry out longer sales cycles while maintaining a smaller, more focused target market. On the other hand, B2C organizations care more about expressing the benefits of the product instead of developing personalized relationships with their consumers. The sales cycle is shorter while the target market for B2C companies is larger than in B2B marketing operations. B2C marketing campaigns appeal to consumers’ emotions that impact their purchasing decisions which contrasts B2B attempts to attract the rational buying decisions utilized by other businesses. Rational business decisions relate directly to business goals, budgets and their experiences with other companies. Consumer purchasing decisions are motivated by human needs and emotions such as price, desire, comfort, hunger and shelter. It is important for companies to understand what influences their target market because it results in more successful marketing campaigns.

Prepare1's Social Media Coach displays the differences between commonly used B2B and B2C social media platforms.

Prepare1’s Social Media Coach displays the differences between commonly used B2B and B2C social media platforms.

If you would like to learn more about B2B vs. B2C marketing, read this article published by Blair Evan Ball: http://www.prepare1.com/social-media-platforms-b2b-b2c/

10 Exemplary Companies on Social Media

Providing excellent customer service is a necessary component in any successful business model. Business News Daily recently posted an article providing examples of companies that are utilizing social media outlets to engage in conversations with their customers to ensure that they remain satisfied. The businesses that hire teams of social media experts are able to establish better relationships with their customers by fielding inquiries and resolving issues. Nike and Starbucks both created separate twitter handles solely used for responding to customers! Click the article link below if you are interested in learning the other organizations that made the top 10 and their successful social media tactics.

Customer Service Social Media Twitter Icon

Customer Service Social Media Twitter Icon

http://www.businessnewsdaily.com/7578-social-media-customer-service.html

Successful Franchises

Franchise Direct focuses on studying franchises and their progress each year. When ranking the top franchises, they consider growth as well as financial success that the franchises have generated. In order for franchises to reach the top of the charts, they should invest in the right business model and consider market saturation, location, cost scope and scale for production (Forbes). Fast food chains must carry out consistency and uniformity with their products and brand image in order to increase their success in the market.

Franchise Direct's Top 10 Franchises of 2013

Franchise Direct’s Top 10 Franchises of 2013

In 2013, fast food franchises dominated the rankings and were listed as the top 6 out of 10 on Franchise Direct’s chart. They have noticed a similar trend so far for this year, which makes me wonder when this domination of fast food franchises started and whether it will continue to do so in the upcoming years. I performed some initial research and discovered that McDonald’s created the first fast food franchise in the 1950’s and expanded into the UK, Australia and New Zealand in the mid-1970’s. Burger King, Pizza Hut and KFC quickly followed in McDonald’s footsteps and opened several locations within the same time frame. Subway opened their first US location in 1978 then became international when they started conducting business in Bahrain in 1984. After partnering with Walmart to open businesses inside their super-centers, Subway was able to surpass McDonald’s with their number of operating locations in 2007.

Franchise Direct's Top 10 Franchises of 2014

Franchise Direct’s Top 10 Franchises of 2014

Popular Marketing Channels for this Holiday Season

With the Holidays quickly approaching, I felt it was necessary to dedicate a post to the popular channels used for marketing campaigns this season. According to Experian’s results, online channels have been the most used and and successful for attracting consumers. This information probably comes as no surprise since millions of individuals choose to avoid the hassle of physically driving to stores and waiting in long lines to purchase presents. The new shopping phenomenon is easily buying gifts on the Internet in a matter of clicks. Technology has revolutionized the world of marketing and simplified the purchasing process. The convenience with online shopping is that the virtual stores never close and consumers can complete their shopping whenever and wherever they wish.

The most utilized marketing channels for the 2014 Holiday season according to Experian Marketing Services.

The most utilized marketing channels for the 2014 Holiday season according to Experian Marketing Services.

The Importance of Colors

Many argue that colors can be associated with different emotions, which plays an important role in marketing. Most consumers are initially attracted to products or services based on their visual representations. The following color emotion guide indicates which concepts are generally associated with each color. We can also see what companies seek to represent with their logos and which emotions they appeal to with their prospective customers.

Visual.Ly's Color Emotion Guide demonstrates how colors can be perceived by consumers

Visual.Ly’s Color Emotion Guide demonstrates how colors can be perceived by consumers

If you are interested in learning more about how colors can affect marketing, Small Business Trends wrote an excellent article delving into greater detail about the psychology of colors. http://smallbiztrends.com/2014/06/psychology-of-colors.html