Business owners and entrepreneurs around the world are always looking for the next big thing, the big splash, pie-in-the-sky dreams becoming realities.
Though dreaming big is always important, in difficult economic times it is just as important to be realistic and sticking to the basics of what works. With a well diversified client portfolio, I am […]
What is the role of public relations in business? With consumers flocking to the Internet to find everything from a luxury handbag and the best online stock trading company to the best wedding toast and VoIP wholesale rates is there still a place for traditional public relations?
In a word. Absolutely! As an Internet marketer whose company does absolutely no offline public relations, I still tell clients repeatedly that there is great value in traditional public relations. Top public relations gurus like Christine Dunn of Savoir Media harvest the power of the Internet and partner with online marketers to create cohesive plans that have the greatest impact for their company.
Newspapers, news programs and magazines are all powerful marketing vehicles that can change a business’ success overnight. Establishing a strong web presence, having a compelling website and product or service and a well-written and informative blog can all make you and your business more attractive to media outlets hungry for information and stories.
January 8, 2008 – 6:09 pm
One of the greatest benefits of internet marketing is the ability to develop a brand name with less investment than offline marketing techniques require. You can do this through multiple ways, but one of the best is by writing quality articles and distributing them throughout the internet. The more quality material you distribute bearing the […]
December 22, 2007 – 1:04 pm
Marketing executives, those who are the keepers of the brand, have had some difficult years recently. The statistics for the life expectancy of a Chief Marketing Officer is two years or less. Finance and procurement departments however have risen in influence and necessity. One key goal for many organizations is to make sure “those marketing/creative folks” don’t neglect t the bottom line; profits. This issue is very hard for “creative/marketing folks” to dispute, but it is also still of utmost importance to market an authentic singularly identifiable brand.
Authenticity is crucial now more than ever to the successfulness of a brand. Research on branding used to be limited to press releases and a few news stories. The Internet and all of its search engines changed that process forever. Now, anyone with a very basic understanding of HTML can create their own Web page that is dedicated to a least or most favorite brand. Even without a bit of knowledge and a simple understanding of search optimization, that Web page can be seen by billions of internet users overnight.
As the technical ability of the general public increased, brands lost control of findable internet content and the internet user/consumers got the power. Today, you don’t need to know HTML to clearly and specifically share your feelings about a company or their products. By posting reviews, writing a blog, or creating video, you can publish your thoughts and feelings and make them instantly accessible to the entire world in a matter of seconds.
A marketing executive should constantly be asking: “What defines this brand’s authenticity?” and “How can I make potential customers understand what that means?” These are always difficult questions to answer, especially if the marketing expertise in the organization isn’t the one leading the discussion. Every interaction that a consumer has with a brand defines its association and creates an opportunity for those consumers to discuss these associations. As a result, marketing departments should have a say in product development and in the very important customer service departments and others as well.
October 26, 2007 – 8:32 am
You are an expert. Everyone is an expert at something. You can write articles about what you know well and sell that information. Information is the king of the internet. Bigger than porn and music videos put together, information is the most prevalent reason for the Internet’s very existence. You can write articles and submit […]
The logo that you choose for your company will be how you are visually identified in the business world. There are many companies that have logos that are instantly recognized around the world, such as McDonald’s and Tommy Hilfiger. These logos help promote the corporate image and increase product recognition and profitability, both on and off the Internet.
Branding is something that is talked about frequently in the world of marketing and advertising, both on and off the Internet. But just what is this “branding” all about? In a nutshell, branding is when you give your business or product a unique identity by using one or more of a combination of a design, a name, a sign or symbol, or a specific term. It is this “brand” that is going to make you stand out among the competition, and that is going to make your customers remember just who you are. Branding can be defined as the process by which a commodity in the marketplace is known primarily for the image it projects rather than any actual quality. Branding is a promise, a pledge of quality. It is the essence of a product, including why it is great and how it is better than all competing products. It is an image. It is a combination of words and letters, symbols, and colors
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