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Marketing Strategy Articles
These marketing strategy articles and case studies demonstrate marketing lessons from sports, movies, and everyday events.
Category: Articles (Marketing Strategy, Techniques)

Motivating Your Web Site Visitors To Take Action: Personality Targeting
People are generally motivated to different degrees by personality characteristics, which affects which types of marketing messages appeal to them.

Introduction

The theory that I'm presenting in this article is a based on a variation of the Myers-Briggs Type Indicator and Kiersey Temperament Sorters. The idea behind personality targeting is that people are generally motivated to different degrees by the following four qualities:

Power / Status
Competition / Cutting Edge
Connectedness / Community
Money / Price

While some of the information you provide to each segment will be general and apply to everyone, other information will be specific to that particular segment.

So how do you decide which type to target?

Category: Articles (Marketing Strategy, Techniques)

Is Your Website a Super Magnet?
Article explains how and why having a Website can be an important marketing strategy.

Introduction

Ok, so you've got someone to visit your website once. What if you wanted them to visit again, and again, and again? Ooh, that's hard, isn't it? Not really. Find out how to attract them back without begging with this simple internet marketing tool.

First, The Myth...
Category: Articles (Marketing Strategy, Techniques)

Third Party Guest Articles
Article explains why the question "Should I include guest articles on my Website?" is best answered with "It depends." Also, under which circumstances this makes sense, and when it does not.

Introduction

A recent debate started me thinking about how some marketing strategies can be right for one Website, but wrong for another depending upon the site's purpose and the underlying reasoning behind the action. If an action doesn't directly and logically plug into site goals then there are likely more profitable ways to spend that time and effort. Publishing third party articles on a Website is one of those marketing strategies that can be right for one site yet wrong for another. Publishing Guest Articles As A Website Marketing Strategy
Category: Articles (Marketing Strategy, Techniques)

Stronger SWOT Analysis and Marketing 4 P's
Many companies are comfortable in developing their product/service package but some find the marketing task daunting and tackle it reluctantly. They may start with a SWOT analysis. They consider the Strengths and Weaknesses of their product/service versus the competition. What are the Opportunities? Where are the Threats?...
Category: Articles (Marketing Strategy, Techniques)

Online Marketing Forum - Read what others think or chime in with your own thoughts.
Visit the forum for intelligent marketing conversation. You won't find any advertisements or juvenile flames.
Category: Articles (Marketing Strategy, Techniques)

Marketing Strategies for Your Website: Porters Five Forces and SWOT
Learn to apply Web marketing strategies through Porter's Five Forces (i.e. Porters Five Forces) Model and SWOT analysis (strengths, weaknesses, opportunities, and threats).

Introduction:

How strong are your Website marketing strategies? Do they move your business toward achieving your objectives or overall goals? You can increase marketing strategies' effectiveness by taking into consideration the business environment you operate in - both online and offline. Two approaches to analyzing the business environment are to complete 1) an industry analysis such as Porter's Five Forces Model * and 2) a situation analysis such as a SWOT analysis.

* Sidenote: The term "Porter's Five Forces" is often written without the apostrophe as "Porters Five Forces Model." The term is titled after creator Michael Porter, strategy professor at Harvard Business School, so technically it should include the apostrophe. :-)

Category: Articles (Marketing Strategy, Techniques)

Guide To A Profitable Marketing Mix
By including both long term and short term strategies in a marketing plan, you can improve marketing plan effectiveness. Article demonstrates how to use branding, charity, new product development, pricing strategies, discounts, ppc programs, and search engines to create a balanced marketing mix.

Introduction:

You may have heard the term Marketing Mix used in connection with marketing planning. Marketing Mix means the combination of promotions, products, places (distribution channels), and prices you chose for your business. Including both short term and long term strategies in the marketing mix can make for a more profitable business.

Category: Articles (Marketing Strategy, Techniques)

8 Lessons in Strategic Marketing
Article details several marketing lessons we can learn from the film "Daddy Daycare." Along the way to success, the entrepreneurs demonstrate lessons in research, knowing the target audience, identifying market opportunities, positioning strategy, tag line development, advertising, ethics, and implementation.

Introduction

I'll bet you thought "Daddy Daycare" was a kid's comedy, right? Wrong. It's a marketing strategy film! When Charlie and his friend Phil are fired as Product Development/Brand Managers for a cereal company, they decide to fill a need in their community.

Along the way to success they demonstrate several solid marketing strategies - equally applicable to online, offline, and integrated companies. Take these lessons to heart when developing plans for your business.

Lesson 1: Research the competition...

Category: Articles (Marketing Strategy, Techniques)

Definition of Marketing - Article About Marketing Definitions Change
Some feel the definition of marketing has changed. Article explains common misperceptions about the definition of marketing and how people change the definition according to their own marketing strategies.

Introduction:

With the continued proliferation of the Internet, the meaning of the word "marketing" also seems to proliferate. Cyberspace has opened up a whole arena of new marketing technologies, techniques, and twists. Amidst the online exuberance, it seems each online marketer or salesperson changes the definition of marketing to suit his or her preference. Many times, ill-conceived notions and perceptions reduce the meaning of the word “marketing” to a shadow of it’s true self. Many see marketing as a series of tactics or gimmicks. Some define marketing as pyramid programs and the like. Others treat the words "marketing" and "sales" or "marketing" and "advertising as synonymous. None of these adequately convey the definition of marketing.
Category: Articles (Marketing Strategy, Techniques)

Choosing Effective Programs for Your Internet Marketing Plan
How to choose the programs for your online / Internet marketing plans that make sense for the business.

Introduction

Objectives, strategies, and tactics (i.e. programs or action plans) - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life and "work" your marketing mix.

There is no shortage of Internet related marketing tactics. Many have great potential. The challenge is to sift through and choose the ones that are right for your situation - the ones that have the greatest potential to support your strategies and, together, incorporate all elements of the four p's.
Category: Articles (Marketing Strategy, Techniques)

SWOT Analysis - Evaluating Strengths, Weaknesses, Opportunities, and Threats
When conducting strategic planning for any company - online and/or offline - it is useful to complete a SWOT analysis.

Introduction

It is useful to complete an analysis that takes into account not only your own business, but your competitors' activities and current industry happenings as well when conducting strategic planning for any company - online and/or offline. A SWOT is one such analysis. SWOT stands for strengths, weaknesses, opportunities, and threats. Completing a SWOT analysis helps you identify ways to minimize the affect of weaknesses in your business while maximizing your strengths. Ideally, you will match your strengths against market opportunities that result from voids in your competitors' products and/or services. Traditionally, a SWOT analysis confines strengths and weaknesses to your company's internal workings while opportunities and threats refer only to the external environment. Here, I suggest a twist to that approach. To get a better look at the big picture, consider both internal *and* external forces when uncovering opportunities and threats.
Category: Articles (Marketing Strategy, Techniques)

Web Site Marketing Plan Network Site Map
Site map of marketing, management & planning articles, resources, and Websites within the Website Marketing Plan Network.
Category: Articles (Marketing Strategy, Techniques)

Marketing Plan Strategy - Marketing Objectives, Plans, and Internet Strategy Articles
Articles on a variety of marketing related topics, written by Bobette Kyle. Categories include: Marketing Planning, Definition of Marketing, Marketing Strategy and Business Management - (Both Internet and Offline).
Category: Articles (Marketing Strategy, Techniques)

Marketing plan, small business management, and other articles on the Web Site Marketing Plan Network
Site map of articles on the Web Site Marketing Plan Network.
Category: Articles (Marketing Strategy, Techniques)

Brainstorming Techniques as New Product Development Strategies
Article explains process for brainstorming new product development ideas. Also includes brainstorming definition.

Introduction

When developing new products and strategies, coming up with unique ideas is often a struggle. It is one of the reasons why, in any industry, there is so much repetition. One way to generate new ideas and "get the creative juices flowing" is by completing brainstorming exercises using props. There are several ways to incorporate brainstorming into a new product development session. Two of my favorite techniques are skimming business publications and utilizing goodie bags.
Category: Articles (Marketing Strategy, Techniques)

Marketing and Small Business Articles
Marketing and small business management articles written by Website Marketing Plan Network guest authors.
Category: Articles (Marketing Strategy, Techniques)

Strategic Marketing: A Key to Long Term Success
This strategic marketing article explains the nuances of short term versus long term marketing and how marketing is different from sales.

Introduction

Times are tight, business is lousy, right? We can't be bothered worrying about long term image building when we are worried about our next order, if there is to be one, can we? While there is much to be said for surviving this downturn, there is also much to be said about starting to plan for the next upturn, as well.

Why should I think about marketing, when what I need is sales? Many companies use the term marketing interchangeably with the term sales. Nothing could be further from reality.
Category: Articles (Marketing Strategy, Techniques)

Industry Pro Interview: Marketing Beyond the Basics
A marketing professional discusses the importance of a changing Website, market intelligence, article promotion, ezines, search engine optimization, and more.

Introduction:

I had the privilege of interviewing Diane Garrod of TalkCity.com. Talk about a marketing pro!

Her online specialty is marketing - helping for profit and nonprofit clients to acquire, retain and upgrade customers and/or donors. Diane has worked with many high profile clients such as Mattel, Lipton, Costco, Novell, Kemper Funds, Columbia Studios, Toyota, and NBC. Read carefully as Diane takes us into a new level of marketing success!
Category: Articles (Marketing Strategy, Techniques)

5 Steps to Developing Tag Lines for Your Product, Business, or Website
Article explains how to develop your own marketing and advertising tag lines. Steps include: decide what you want to communicate, get ready to brainstorm, brainstorm a list of tag lines, consolidate the list, and choose the favorite.

Introduction

A tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn't. Large companies pay advertising agencies a lot of money to develop tag lines for their companies and brands. Many companies, however, do not have a large enough budget to hire an advertising agency. If you belong to one of these small budget businesses, do not despair. With some creativity and persistence you can develop your own tag lines.
Category: Articles (Marketing Strategy, Techniques)

Targeting Your Best Customers Improves Your Marketing Plan Success
Article discusses how to incorporate needs of your customers into a marketing plan. Topics addressed include: Identifying Your Best Customers, Discovering Your Customers' Needs, Targeting Those Customers, and Integrating Best Customer Targeting Into Your Marketing Plan.

Introduction

Your best customers are those customers who purchase frequently enough, the products or service you provide, to be profitable. This type of customer generates regular income and is a very desirable customer for your business. Making an effort to target customers like these will rapidly increase your income while creating stability for your organization.

Identifying Your Best Customers

 While a marketing plan outlines general characteristics of your customer base, only by concentrating action on your best customers will you achieve the greatest returns. While your marketing plan provides guidelines for marketing, knowing who your best customers are helps you turn those guidelines into actionable steps relevant to these customers needs. Relevancy is the key. The more your message talks to the needs of your best customers, the more likely they are to listen to you.
Category: Articles (Marketing Strategy, Techniques)

Your Unique Web Proposition
Article explains how to develop a unique Web proposition by asking and answering three questions.

Introduction

Every week, tens of thousands of new people and organizationsUnique Web / Selling Proposition Article. Tell a friend. are jumping onto the Internet bandwagon. How can you ensure that you will be found, and better yet, stand out as unique among this rapidly swelling crowd?

The key is to clearly define your Unique Web Proposition (UWP). Your UWP defines your place in the Internet marketplace, making you separate -– and better -– than everyone else.
Category: Articles (Marketing Strategy, Techniques)

Profitable Marketing Programs (Part 1)
It is important to account for both short term and long term profit when deciding on marketing programs for your business. Article explains how to do this.

Introduction

Deciding whether a particular marketing program is profitable to your business is often more subjective than the accountants would have you believe. You should not only consider the direct revenue and costs associated with a marketing program, but you should also think about the long-term impact on your business. The full benefits gained from a marketing program are not directly and immediately measurable. Many benefits happen over time. Advertising; brand building and awareness; Web site improvements; and other types of programs may be profitable in the long run but costly in the short term...
Category: Articles (Marketing Strategy, Techniques)

Profitable Marketing Programs Part 2: Figuring Break Even Point
Part 2 of this article explains how to use three different break even analyses, depending on the specific marketing program.

Introduction

In Part 1, http://www.websitemarketingplan.com/online/profit.htm, I discussed how to consider both long term and short term profitability in your marketing programs and assumptions that go into conducting a break even analysis. Here in part 2, I will look at three different break even formulas.

Figuring Break Even Point

To figure the break even point, you should know the program’s expected response rate, the program’s expected conversion rate, and the lifetime value of a new customer. Int the formulas below...
Category: Articles (Marketing Strategy, Techniques)

01/16/05 - WebSiteMarketingPlan.com Network News
Hello Folks - Today I hope to kick-start a Web marketing brainstorm with the "51 Marketing Techniques" article and a free planning workbook. The article is for anyone looking for ideas to improve online marketing. The workbook is geared toward new sites or sites with little prior marketing behind them (If you want the workbook, download it now. In one week I will remove this planning workbook from the server). If you have an Internet connection or use email, "Keeping the Worms Away. How to Minimize Virus Threats" is a must-read (I guess that means *all* of you since you are reading this email/Web-based newsletter!) Finally, guest author Mike Brassil lays out the advantages and disadvantages of including direct postal mail in your marketing strategies. Enjoy! Bobette Kyle
Category: Articles (Marketing Strategy, Techniques)

Writing Effective Do-It-Yourself Advertising Copy
The single objective of any advertisement message is to induce your prospect to take action, period! This article will guide you through the basic steps of writing effective advertising copy, including the five most powerful words and motivators.
Category: Articles (Marketing Strategy, Techniques)

02/13/2006 - Website Marketing Plan News
Note from Bobette... Hello Folks - Commercials and food. Two of my favorite things inspired today’s feature articles. In “Beyond the Super Bowl: Advertisers’ Strategic Marketing Campaigns” I take a look at how Super Bowl advertisers expand the marketing benefits beyond the commercial or sponsorship. Few of us have the dollars for a Super Bowl commercial, but we can all adopt these concepts when marketing our own businesses. I had a wonderful Thai dish for lunch last week. I doubt, however, that I’ll ever return to the restaurant. Read why in “A Product is More Than Your ‘Product.’” More...
Category: Articles (Marketing Strategy, Techniques)

4/10/2006 - Website Marketing Plan News
Note from Bobette... Hello Folks - This month’s theme is the importance of strategic marketing, whether your business is offline, online or a combination of the two. Smart marketing is something that can make or break a business. Yet, marketing is frequently one of the first budget cuts when profit or sales are down, and often non-existent in small businesses.

Today’s articles — my “Invest in Marketing Programs” and “Guide to a Profitable Marketing Mix,” plus Sharon Housley’s “Short Term Versus Long Term Marketing Efforts” — all explain the importance of marketing strategy, each from a different angle.

On a similar note, the American Marketing Association (AMA) will be sponsoring a Strategic Marketing Conference in Chicago, May 21st through 23rd, 2006. Legendary Marketing/Branding experts Jack Trout and Robert Passikoff are Co-Chairing the event. If you are responsible for marketing in your organization, consider attending. There is a reduced rate for AMA members.
Category: Articles (Marketing Strategy, Techniques)

6/12/2006 - Website Marketing Plan News
Hello Folks -

So many of you were helped by Scottie Claiborne’s “Why the Heck Do You Have a Website anyway?” about Website goals, http://www.websitemarketingplan.com/online/goals.htm, this month’s issue expands on that concept.

My “Is Your Website Pulling Its Weight As A Business Tool?” helps you brainstorm ways your Website can work as a business tool, making your business more efficient and profitable.

Karon Thackston, in “Making It Easy for Customers To Choose You,” approaches the issue from an ecommerce standpoint. The article helps you think of how to differentiate your products online, giving your visitors reason to buy from *you* instead of the competition.

Enjoy!
Bobette Kyle
Category: Articles (Marketing Strategy, Techniques)
 
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