Archives for posts with tag: Marketing

Digital marketing is one of those terms that has tended to confuse people over the last few years. It’s become very high profile of late, to the point where people believe that digital marketing is all of marketing, and all there is to do in marketing. That’s not the case though.

Sure, it’s an important part of the marketing mix, but to focus on it simply because all people seem to talk about these days is social media or mobile is short-sighted.

Digital marketing is really about electronic marketing, a form of marketing that is received through an electronic device, hence the term ‘digital’. More often than not this means online marketing, using the Internet as the medium, as in on-the-Internet marketing.

Under this banner we can put types of marketing like social media marketing, search engine optimisation marketing and pay-per-click marketing – like good Adwords – to name a few. Email marketing, a good bit older than my three examples, comes under this heading too, since we’re talking about the device through which you deliver and consume the marketing.

There are other forms of marketing that are digital but not necessarily online. These might be electronic billboards, on-screen demos and good old-fashioned telly. For more examples of digital marketing and a good definition of it, go here.

Digital marketing gets the headlines and its fair share of budget but it’s just one part of the marketing pie, alongside traditional marketing and hybrid forms of the P that is promotion. You’ve got events, non-electronic advertising, direct mail, public relations among others, and we haven’t even got to the other three P’s of the 4-legged P stool – which sounds a bit unappealing – namely product, price and place.

Referendum leaflet and interloper

Our household, along with a million or two other households, recently received a document on the upcoming referendum in Ireland concerning the regulation of the termination of pregnancy, more commonly known as the 8th amendment to the constitution.

The document is billed as an independent guide, produced by the government to explain citizens’ rights and options. It is a superbly written document, with clear, plain languages – English and Irish starting at each end of the booklet and joining up in the centre pages with an illustration of how to complete the ballot paper – and very well laid out.

This is no mean achievement, to summarise impartially what is involved and how the voting process works in what continues to be a most emotive, divisive and political issue.

What I found most incongruous was this. The leaflet came with an insert advertising a credit card service from the state-owned postal network ‘An Post’, supported by a well-known supermarket chain. I don’t know what’s going on here. Maybe the government decided to defray the cost of producing and distributing the document by getting one of the state bodies to part-fund it and do some fancy cross-charging. Perhaps they felt this was the perfect opportunity to market a service within a document that was benefitting from near total and national distribution.

Either way, it felt inappropriate to me. In my view it detracts from and denigrates the importance of the guide, regardless of the financial benefit. It could be just me though..

I like to buy free range chickens and eggs if I can. Both the meat and the eggs seem to taste better. It must be all that fresh air and a chance to stretch the legs and wings.

It goes without saying that free range produce comes at a premium price compared to the budget alternatives that have been in confined spaces all their lives.

The other day I bought a whole chicken, and a few days later I bought a packet of filleted chicken breasts. On both occasions an amateurish sticker had been added, almost as an afterthought: Poultry housed for their own welfare.

Poultry housed for their own welfare? That raises more questions than it answers. Housed to protect them from what? From each other? How is housing them good for their welfare? Am I entitled¬†to a discount because for a portion of their lives they’ve not been free range? Aren’t they either free range or not? You can’t get mostly organic produce after all. Yes, the carrots were mostly organic, apart from that few minutes when we blasted them with insecticide…

Clearly the producers have to come clean when their hens have to be taken indoors, but I can’t help feeling a sense of confusion and mystery as to the circumstances.

Is it possible to come up with a guiding process to cover B2B marketing strategy, one that works every time and can be adapted to each situation?

I think so, which is why I’m starting a series of posts, with each post dedicated to each step in what I have defined as a 15-step process for marketing success.

Sometimes we all find ourselves asking the¬†question: ‘OK, so can we cut through all this? Can you tell me what I need to do, in what order? Have you got a process I can follow, step-by-step?’

Hopefully this series will answer that question.