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Beyond the grim scenario, Marketers are strategies

Perhaps it is the longest of all, but certainly for too many months we have been participating in to the economic diet of uncertainty. Seems like we are not able to solve the “Rubik Cube”.

As marketers or merely interested in marketing our main task is to understand the situation and to came up with strategic solutions. Our target will never be to solve the financial situation in macro-terms, we just devote ourselves to take advantage of the situation. But, more and more, everything seems to blurring. Despite all, beyond this grim scenario, we should continue betting heavily and  innovate.

What I mean with innovation?

Innovation means to catch out everyone by applying new methods. Fortunately for us, the World is offering great opportunities in a new media. Therefore, creativity is completely necessary, indeed, trust must also be in our portfolio because ,what is sure, is that firms are betting on low-cost technologies with high impact.
Whenever we talk about low-cost technologies we talk about Internet, which is becoming more than a tool so we can not dispense with it, a need for our survival both as customers or business (we do not want to be the last at privilege line, at all).

Financial panic on a limb and conservatism owner to another, both hugging the 2.0 world becoming the time to prove the add value of Marketing. Time for us to demonstrate that the online strategies are efficient. Time to talk about things such as landing page, social network or content emerging. Which are, actually, the topics I will discuss in the following posts.

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The first step: Content Marketing

The more understandable definition of “Content emergin” as a Marketing Technique is the folloween one:

Content marketing is a marketing technique apply to create and distribute relevant and valuable content to attract, acquire, and engage a clearly defined, and understood, target audience – with the objective of driving profitable customer action

In this era, the content marketing strategy has gone from the “client push” to “client pull”, which means the application of new methods ensuring that the company is able to reach customer’s emotions, implying their satisfaction and also their fidelity in the brand.

The first question you should ask is, Why this type of strategies are better than other ones?

At least there are three topics of marketing interesting information:

  • Branding:  Relevant content, clear and well proposed generates higher reputation for the brand.
  • Traffic: Relevant content is shared online, this involves promotion on the Social Media, the more promotion the more links posted and the more links =  more traffic.
  • Reliability: Relevant content generates more confidence in the brand.

The second question should be: Where can we apply this strategy?

The most innovative tools that focuses on this kind of marketing-application are: E-books, Newsletters and social interest online publications.
Adequacy, segmentation would perform first to ensure that the suitable content reaches the main client. After that, we look for the medium that best ensure greater impact on these clients.

But, in any case, whatever the medium of choice may be, we have to understand that content marketing is placed at the rise of the marketing strategies pyramid. Its development allows us to elaborate: mobile marketing, social media marketing… among others.

In conclusion, the content marketing seeks emotion through information, and information has to be our first step whenever we design a marketing plan.

The Landing Page

Online advertising is not everything, the positioning strategies help but not assure success and Facebook does not buy, it only introduce you to possible future customers. So, Which is the key to get profit of our online media and to our company to succeed?

The landing page is probably the most important tool on the Internet media. It guarantees us the customer feedback, total handling of any type of information and a highest ability to branding strategies.
 But what is the meaning of a landing page?

As the name implies, this website is the web page where the client arrives after having clicked on an online ad or a promotional link.

What we will find in these pages?

An extension of the advertisement, which explains in detail the product or service offer promoted. We can also find test campaign.  Marketers used the landing pages to measure the impact of promotional campaigns, before launchinginto the market. In this last sense and according to the report Anne Holland in MarketingSherpa.com, ” The 60% professionals in the e-mail marketing who respond to the survey, affirmed that they would prefer to test their marketing campaigns using the tests split A / B, on the landing pages”

How many landing pages we can have operating online?

As many as you can manage. Most companies have multiple landing pages, not only for different products, but also for the same product depending on the ad or link that users click on. This fact optimizes the segmentation and enables companies to different strategies or campaigns, depending on the users. That is why the landing pages are also known as “jumping pages”, “splash pages”.

To conclude, the following image represents the landing page of the new online reader of “The New York Times”:

The NewYork Times Landing Page.

What are the good points of this landing page?

  • Show technological innovations by presenting online videos.
  • Show luxury by presenting its application with one of the the best products from Apple (Macbook Pro)
  • Allows the customers to reach the subscription page without intermediaries from outside the company.

Even this one was a good example of a landing page we should know, as interested in marketing, that the impact would become higher if the companies introduces promotions or discounts at this page.

After Digital Life 2011 report…

After reading the new Digital Life 2011 report it is possible that you change thy conception about the business use of social networks. Right now my view is leading a battle with my previous expectations.

Data from the investigation into the Social Media impact showed that the 53% of Social Network users refuse to engage with brands through them. People are willing to follow a brand online and be aware of the possible offers, but they do not want to interact with the company, rather people do not rely on it. Suddenly, the business profile in Social Media turns into the ugly friend. That is the big threat to any company basing its strategies in Internet.

So the key to building trust is information. Companies should be able to inform in the right way, users do not believe in the power of too much information, they want to know the product but without be shot with spam.

Despite the fact that Social Media can easily result in a loss of trust, the Data Report in the Digital Life 2011 investigation show that the 46% users in social networks make comments about brands online for the sheer pleasure of making known their opinion, which means a readily available opportunity for companies: “personalize their image from this starting point”.

In short, we can not expect nothing but bad news if not well managed Social Media. Like in any committee, the online interaction is fragile and could damage the company image, while a good strategy may guarantee a wide range of potential buyers feeling happy and confident.

Feedback is possible with good strategies, and it will be reflected in finances and loyalty.

Andrea Gamero.

Data from investigations: http://www.tnsdigitallife.com/

Delving into the Marketing world

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After almost tweeted  800 comments about the novelties of Marketing and Social Media I finally decided to extend the range of information that I could provide to my followers by using more than 140 characters.

I expect this blog to be an assortment of information and news able to express opinions, discuss news and find interesting facts about current issues relating to new telecommunications and the new strategies to apply in them.

Branding, Social Media, Neuromarketing, Content strategies, Conferences…But above all, Fashion Marketing and its running worldwide.
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Andrea Gamero.

“International Business and Marketing Student devoted to Fashion Marketing”