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Marketing Strategy

Marketing Strategy

Thoroughly revised and updated, MARKETING STRATEGY, 5e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and–for the first time–photographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies–helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text’s signature student-friendly style, the fifth edition covers essential points without getting bogged down in industry jargon–all in a succinct 12 chapters.

List price: $268.95

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The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today’s marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

List price: $18.99

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Marketing: Defined, Explained, Applied (2nd Edition)

Marketing: Defined, Explained, Applied (2nd Edition)

A unique and easy-to-read breakdown of marketing information.

 

Marketing: Defined, Explained, Applied was written from the ground up to be the most usable reference guide for understanding the principles of marketing. The unique visual and organizational style of the text clearly presents key information that draws readers into the material, allowing them to use their text–rather than passively read it.

 

The second edition features a new format that makes it easier for readers to study and learn the material.

List price: $107.20

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Strategic Marketing Management, 7th Edition

Strategic Marketing Management, 7th Edition

Strategic Marketing Management (7th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.

List price: $44.95

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How to Use Consumer Psychology to Grow Your Sales and Revenues

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Timing is everything. The more personalized an ad experience is, the better. The privilege to recommend is based on trust. Emotional connections are always stronger than superficial ones.

Chances are, if you’ve been in the marketing world for any amount of time, you know all of these principles and more. You probably employ them, or at least assume their truth, in some way every single day.

But do you really understand why they work?

What is it about the human brain that relies on trust and emotion over hearsay and superficiality almost every time? And how does this effect differ from person to person? Most of these principles boil down not to basic marketing truth but to basic human psychology. And having an understanding of that consumer psychology is imperative to fully exercising those marketing principles.

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In Dr. David Lewis’ new book hotel626welcome

The campaign was an effort to bring “back from the dead” two unpopular Doritos flavors, and it was wildly successful. First of all, they were able to hold the attention of the players for an average of 13 minutes, which is an eternity for food marketers.

Second of all, they were able to jumpstart their Twitter presence (the platform was still gaining popularity at the time). Of course, if you’ve read any of the previous blogs on the 60 Second Marketer, you know we’re all about ROI, so the important thing is whether or not the campaign generated sales revenue.

Boy, did it ever. The campaign cost less than $1 million, pocket change to a huge conglomerate like Frito Lay, and inspired sales of more than 2 million bags of the relaunched flavors within just three weeks. The campaign won the Cyber Lion that year, and the company recreated the game as Asylum 626 the following Halloween (which was exactly as horrifying as it sounds, though also very successful).

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Some of the coolest aspects of this campaign were the technologies involved. In the re-created version, Asylum 626, the webcam actually employed head-tracking capabilities, requiring players to physically dodge attacks. In both versions, players could ask for help via a live Twitter stream, and their friends could help rescue them by banging on their keyboards. They were even shown pictures of multiple Facebook friends and asked to choose who would live.

But perhaps even cooler than the technology is the psychology behind the phenomenon. Until that point, Frito Lay had been putting a lot of effort into marketing to moms. But they realized at some point that it wasn’t working, and they decided to turn their attention to their actual consumers: teenagers. To do that, they needed to endure one of the hardest tasks in psychology: to understand the minds of volatile teenagers.

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Actually, what they found was both simple and accurate. Teenagers don’t yet have fully matured prefrontal cortexes, meaning they are not as capable of making mature decisions and are especially vulnerable to fear-related stimuli.

Basically, it means that the easiest way to get a teenager to eat a high-fat snack is to scare him into doing it while rewarding him simultaneously. By forcing the teens to make decisions under high-stress situations, the campaign created a connection between high-stress situations and the desire for certain flavors of chips.

Manipulative? Maybe. Genius? Definitely.

Every marketing decision should be made with psychology in mind, because every purchasing decision is.

Hotel 626 is just one fascinating example of the case studies found in Click here to find the book on Amazon, and don’t forget to consider the psychology of your consumers the next time you evaluate your marketing strategy.

About the Author: Samantha Gale is a social media and content marketing specialist working for 60 Second Communications, a full-service marketing agency working with brands around the globe.

The post How to Use Consumer Psychology to Grow Your Sales and Revenues appeared first on @AskJamieTurner.

Email Marketing: An Hour a Day

Email Marketing: An Hour a Day

If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day.  When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.

List price: $29.99

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Paul Jarvis Likes Trading Stories With People

Web designer and author Paul Jarvis started sending a weekly newsletter in late 2012. He had just started writing, having previously paid his bills solely with design work. He wanted a place to share his creations with his fans, and was hoping email was that place. But before long, he realized he wasn’t totally happy with how his Sunday morning newsletters were working out.

"I realized my mailing list was a one-way-only broadcast," he admits. "I elicit feedback and questions at the bottom of every email to my list, but those were only one-to-one."

He decided to try something new, asking his readers for help like so:

Jarvis02

"I didn’t expect anything, to be honest," he says. "I was just curious to see what’d happen. It was fun because for once I wasn’t in charge of the content for my newsletter—the subscribers were."

He sent the first email to 3,700 subscribers, who responded with more than 120 stories, a handful of which he shared in his following newsletter. "[I received] more than 25,000 words," Paul says. "Needless to say, I spent a good deal of that week reading."

Experimentation is as experimentation does

Paul likes trying out new things with his list. Last year, he did 15-minute phone calls with 35 of his subscribers. Another time, he gave away llamas. (Well, virtual llama adoptions, technically.) He mostly writes nonfiction, but he’s shared rare bits of fiction with his readers, and once offered them a free e-course called Write & Sell Your Damn Book. He looks at his readers as a sounding board of likeminded people, so experimenting with them just makes sense.

While he’s always encouraged feedback, asking for stories was a way of amping up that dialog. "As a writer, these are my most important people," Paul says. "Not only do they buy my books, but they also help guide me towards what to write next. In sharing their stories, I enjoyed how smart and interesting they all are. Afterwards, I felt the bond in a reciprocal sense—they’re interested in what I have to say, and I’m interested in what they have to say as well."

Jarvis04

Paul says he makes more money selling books through his email list than any other channel. But it’s not just about ROI. He takes his subscribers’ reactions as an indicator of where his written work should be heading. He’ll often send out sample chapters and early drafts to his readers, then decide how effective that work is based on open rates, shares, and replies—the data informs his books.

"A lot of authors would think that sharing the content from books they’re selling or writing would lead to a decrease in sales, but I see the opposite," he says. "Sharing whole chapters from my list, for free, only strengthens their eagerness to buy it when it comes out. There’s less burden to prove the book is worth the money when they already know they enjoyed a passage from it. I’ve spent years fostering a dialog and sharing valuable information for free with my list. So when the time comes for them to buy something from me, they’re eager."

Always be learning

Email tends to be a little more personal than blogs or social media. It’s made by and for people, and the thing about people is that sometimes they don’t have all the answers. Paul is a person looking to connect with other people and get some interesting work done in the process. Maybe that’s why he enjoys email so much.

"I’m not some corporation or even some author holed away in a fortress of solitude," Paul says. "I’m just a guy who writes a lot, and is always available to my readers. I still answer every email a subscriber sends me—no robots or helper monkeys! Everyone can learn more from their audience from actually listening to them. The ways we communicate, whether it’s social media or mailing lists or whatever, can run both ways. It doesn’t have to be creators talking at our audiences. We can listen, too."

Marketing Automation For Dummies (For Dummies (Business & Personal Finance))

Marketing Automation For Dummies (For Dummies (Business & Personal Finance))

Multiply the effectiveness of your campaigns with marketing automation

Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of CRM, it focuses on defining, scheduling, segmenting, and tracking marketing campaigns. This friendly book demystifies marketing automation in straightforward terms, helping you leverage the tools and handle the processes that will enable a seamless integration with your CRM program. Learn to establish a buyer profile, assess your needs, select tools, create a lead scoring model, and much more.

  • Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation
  • This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them
  • Written by Mathew Sweezey, Marketing Automation Evangelist at Pardot (ExactTarget), a leading provider of marketing automation solutions
  • Covers working with the marketing lifecycle, evaluating your assets, integrating marketing automation with CRM and with other processes, nurturing your leads, and using marketing automation to reach buyers via e-mail, social media, and more

Marketing Automation For Dummies is the ideal guide to get you up and running with marketing automation, putting your business on the cutting edge and enhancing your competitiveness.

List price: $26.99

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The Art and Science of Product Grouping

Welcome to this five-part series of articles on structuring your website for conversion.

Site visitors that understand your message and can quickly locate solutions to their problems with minimal distractions will not only convert to customers, but they’re highly likely to come back again and again. This series discusses a number of things to consider when designing your site, from product grouping, upselling and cross-selling, real-time communication to customer pain points.

We hope you enjoy reading these articles, and that they provide some real tangible benefit to your company by helping you structure your website.

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Business websites need to convert visitors into customers. Unfortunately, this is not always so straightforward. There are many challenges on the road to successful conversion, and good web designers must excel at meeting each one. The art and science of product grouping is one such challenge. Even though each visitor arrives at your site with a set of unique expectations, you must present products in a way that seems customized for that individual.

This article provides some insight into the challenge of product grouping and offers some suggestions on how you may structure your own website for optimal conversion. Keep in mind that the art and science of product grouping applies only to casual shoppers. That is, it applies to people who don’t know precisely what they’re looking for until they find it. On the other hand, people who know precisely what they’re looking for are not sensitive to product grouping. They only need a good search engine to get them to the product page, where they can compare pricing and availability.

The Casual Shopper

Casual shoppers are the most difficult to convert into customers. Casual shoppers understand their own needs, but they don’t know your products. So they’ll browse around for a short time, and if they don’t find something they want right away, they’ll quickly go somewhere else. The good news is that casual shoppers can be very spontaneous. Once they find the right thing, they’ll quickly convert into customers. The key to success is to understand their needs and respond with the right products right away.

As a web designer, you don’t know precisely what products your casual shoppers will eventually purchase, but if you understand your own products well enough to match them into groups that respond to your customers’ needs, you’ll at least have a fighting chance to make the conversion.

For example, an attractive and well-dressed young man walks into an automobile dealership. If you were the salesperson, would you take him to look at used station wagons or hot new sports cars? Without even talking to him, you can tell by his age, the way he dresses and the lack of a wedding ring that he’s looking for something to boost his image. Your website should respond in the same way.

Searching for the Right Handbag

To see how product grouping works, let’s consider a specific example in depth. You have an ecommerce site that sells handbags of different sizes, colors and styles. Why not just show all your handbags to all your site visitors?

Well, here’s the problem: are your visitors willing to dig through your entire inventory looking for the handbag they want?  Probably not. Though this statistic is somewhat dated, it was found in 2009 that 34% of ecommerce visitors didn’t convert because they didn’t find what they wanted.  It’s not that the websites they visited didn’t have what they wanted, but the desired products simply couldn’t be found.

So how do you help your casual shoppers find the specific handbag they’re looking for without forcing them to search your entire inventory? You can start by applying some of your expert knowledge on customer demographics.

To begin with, you know that handbags do more than carry personal items. Handbags make statements about the individuals carrying them. These statements may be varied and complex, but in general, they can be placed into a small number of categories:

  1. Style – there are many different styles of handbags that appeal to different customer requirements. Shoulder bags, tote bags, clutch and evening bags, for example.
  2. Status – some people value their status above all else, so their handbags, however impractical as a means for carrying personal items, must reflect that status.
  3. Popularity – while individuals may not necessarily like a particular handbag style or color, they will often go with a popular brand so they can fit in with the rest of the crowd.
  4. Color – the handbag color must blend well with the existing wardrobe as well as seasonal variations.

No doubt, there are more categories for handbags, but the above list can give you an idea of how to think about product groups as a function of personal statements. You simply create a group for each of the items in the above list.

The Handbag Heaven website, pictured below, serves as a good example. They’ve broken out their groups into price, style, color, size, trend, specials and a category called “where seen.” Along the left margin, they’ve provided a way to view handbags in each of these groups, thereby helping the casual shopper quickly get to the right group.

handbag heaven

 

Group Spanning

Keep in mind that a product can span more than one group. For example, a handbag can fit in the “red” color group as well as fit in the “less than $65” group.

Product groups are therefore not mutually exclusive. Though this may seem trivial, this information is very useful when designing your website. You’ll need to ensure that the underlying database supports “many-to-many” relationships of products and their groups. And you’ll need to know this information early in the development cycle; otherwise you’ll create a great looking website that still forces visitors to search through all the items within a specific group. (The Handbag Heaven site in the above example suffers from this problem. Once you ask for red handbags, you no longer have the ability to select subsets based on size, style or any other group.)

Summary

Casual shoppers visiting your website should be viewed as potential conversions. They come to your site without a specific product in mind, yet they will quickly buy something if it addresses their needs. Your job as a website designer is to understand your customers well enough to categorize their needs and then group your products around those categories. You must then provide a mechanism for your visitors to quickly locate those groups, keeping in mind that products can – and often do – span more than one group.

In the next article of this series, we’ll discuss how you can structure your website to maximize upsell and cross-sell opportunities.

The post The Art and Science of Product Grouping appeared first on Comm100 Blog.

Here’s the Only Tool You Need to Map Out Your Next Mobile Marketing Campaign

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Mobile is inevitable; that much is clear. Due to trends like the prevalence of smartphones and the rise of second-screen viewing, it’s foolish to ignore the impact that mobile marketing can have on your overall marketing success. Even content that isn’t intended for mobile is rendered so as people access it via their mobile devices.

And the capabilities of mobile marketing are incredible. The ways which your content can be viewed and the degree to which its delivery can be targeted is astonishing. But with so many options, where should you begin?

Well, AWeber and the 60 Second Marketer are here to help. Based on the same research that brought you this infographic about mobile marketing that we posted a couple weeks ago, this piece is even more practical. Use this decision tree to determine what your first (or next) step in mobile marketing should be, and gain insights on how to accomplish your mobile marketing goals. Remember, mobile is no longer an option. Use this tool to help you figure out how to approach it in the best way for your business.

60SCAWeber.MobileDecisionTree

The post Here’s the Only Tool You Need to Map Out Your Next Mobile Marketing Campaign appeared first on @AskJamieTurner.