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Showing posts with the label online marketing

How the Internet has Changed the 4 Ps of Marketing

The 4 P’s are  a big part of marketing and have not lost their luster  as a guide in the online world.  The basic principles of Product, Price, Place and Promotion fits as easily in the virtual world as it does in print media.  The changes have been subtle but profound as marketing experts went through a transition from thinking about physical space to virtual space. On the Internet time and space no longer have same meaning as in the physical world. Products can be sent across the world, the business borders between nations are reduced, and the world is more integrated. Marketing changes to meet those new demands. Product: There is no substitute for a solid product.  In the online world how that product is displayed and described can have a large impact on customers abilities to understand it.  Using an easy to understand description and pictures can make a big difference in helping customers visualize how the product will help them. Price:  The price of products is more comp

Beautiful Beaches Raise San Diego’s Digital Profile as a Vacation Destination

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San Diego Beaches are some of the most beautiful in the country. According to Trip Advisor the beaches of La Jolla, Coronado and Carlsbad made their way into the nation’s top 25 ( McVicker, 2014 ). As a local attraction beaches are a clear draw for people and a way people envision San Diego. The right kind of images can raise the status of an area. If you doubt the brand of San Diego as associated with sunny beaches go ahead and ask someone from any place in the country what the first thing they think of when the city is mentioned. Most likely they will say something about the weather, ocean, beaches, restaurants and military. San Diego is seen as a destination place for vacation and fun. Having positive reviews of San Diego in the news, vacation sites, and in general on cybersphere helps to raise the status of the area. The more times it is mentioned in various information channels and media the higher the association of the image in people’s minds. This can help the area becom

Mining Marketing Information from Web Conversations

Marketing in the era of the World Wide Web is still a growing field. Many great ideas came, worked for a while, declined in value, and disappeared. New technologies are always developing that provide additional opportunity and value in creating stronger methods of developing and marketing new products through understanding web conversation. Web conversation is something we see everyday but don't really notice. It is everything people put on the web when they discuss products, needs, and other opinions about ideas and concepts. It is a type of user generated content that stays on the web and is good for analysis. A study by Tirunillai and Tellis (2014) show that user generated content is ripe for market analysis. Consider the idea that you desire to understand what people are thinking about a particular product and its features. Popular products and features often develop forums that are used by interested members to analyze and discuss their ideas and opinions as they relate to

Using Search Engine Behavior in Marketing Campaigns

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Companies regularly seek out opportunities to improve their marketing campaigns to encourage higher levels of return from improved purchase rates. A paper by Ye, et. al (2014) discusses how companies use a number of metrics but often fail to incorporate search engine information into their marketing campaigns. By understanding how consumer interest leads to search behavior and eventual purchase companies can better design their marketing campaigns for greater effectiveness.  Sales do not happen in a vacuum and often rely on pre-existing interest among consumers. Search engines and sites like Google Trends, Adwords, and others track search behavior of consumers. With 80%+ of consumers using the search engine to find information it can be used to help to develop stronger marketing processes that lead to higher sales.  The search engine becomes a gateway to purchasing behavior based upon the cognitive processes of the consumer and the word choices he or she uses to find inf

Improving Multi-Channel Outcomes in Online Marketing

Companies don’t always exist exclusively in the real or virtual world and neither should their marketing campaigns. Some consumers prefer buying products through physical channels while others prefer online channels. Companies find themselves managing the complexity of both broad channels to improve sales. These sales may not be based in a single marketing channel and may be more associated with the use of multiple marketing channels working together. An article in the Journal of Marketing Research offers greater insight into cross-channel effects on traditional, online display and paid search advertising. They found that a single marketing channel cannot account for the total purchase rate of products/services (Dinner, Van Heerde, & Neslin, 2014). Consumers may have a particular on or off line preference for purchasing but regularly use the Internet to search out and research their chosen items. The totality of both online and offline purchases is a combination of usi

E-Marketing Effectiveness and Small Business Management

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Add caption Small business owners sometimes wonder whether e-marketing can have a significant impact on their sales. Business is about positive return on activities and e-marketing is one tool some small businesses don’t yet understand.   A study by Eid & El-Gohary (2013) discusses how there is still a lack of systematic empirical evidence regarding online marketing but by analyzing budgets, tools, pre-sales activities, and after-sales activities, performance and effectiveness of marketing in 114 small businesses they can get a better perspective of e-marketing activities.  Small business maintain similar characteristics that puts them within the same broad category. Small business are independently owned, managed by the owners, financially connected to the owners, and most of the important decisions are made by the owners. The use of decision e-marketing is not that familiar among many small business owners and they will need a personal investment of time, effort an