MARKETING FOR THE NEW MILLENIUM

A key aspect of marketing is about communication and sharing informationHistorically, we have communicated and shared information for a variety of reasons

Religion/Beliefs (Moses and the 10 Commandments)

Politics/Rules/RegulationsEvents like warCommunity and Family…. andProducts/where to get things we need or wantThe ways that we communicate has changed radically over the ages…

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So what’s all this got to do with marketing?

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Marketing, traditionally has been based around the 4 P’s:

• Product- what is it? What can I do with it?• Price- how much will it cost?• Place- where can I get it?• Promotion- how did I hear about all of the

above?

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The P’s need to be carefully communicated in order for the customer to understand and access the product:

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But things have changed.. Radically and we have a new set of P’s

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Why? Because the tools of communication have changed. We are now in a digital age!

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As communication has changed dramatically, the impact on marketing has also been dramatic!

With the changes in technology and the advent of digital media, the customer has not only become more engaged with the buying and selling process but they are having an impact on all aspects of product from concept through production to distribution to marketing.

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Some would argue that the customer is now..

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As a consequence, marketing is now totally “customer oriented” not product oriented. So any marketing efforts must put the customer front and centre and consider them in all aspects of the production and marketing process

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So what is the future?

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What should I understand first as a business if I am to embrace the digital age and the new social media?

Understand that digital marketing is like grooming, it is trying to turn suspects into prospects and get them to your site or portal. It’s about opening up conversations and discussions but in the digital and social media space

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So what are the basic tools that I should use to launch me into the digital age and establish my footprint:• An internet connection- & Domain Name• An e data base- most important• A Facebook Page• A Facebook Fan Page• A Website that can support SEO• A Blog.. For talking about your product• A Twitter Account… but before you do that there’s some old fashioned advice you must take on board

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But in order to maximise your opportunities in the digital space you must have:

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A marketing plan has some key elements backed up by research that will support your digital campaigns:

•Product Knowledge- F&B•Market Intelligence- My Target Market•Customer Intelligence- •Strategies and Plans of action to get the messages out there and keep the messages happening•Ways of providing conversations backwards and forwards between customers and businesses

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This is all connected to what we call a brand. It’s more than a product, more than a business

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This means that you must:

• Understand your product and be able to talk about it in a passionate way

• Be able to communicate the essence of your product and create an emotional connection to it for your customers

• Be responsive to your customers; listen carefully to them and try understand their needs

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It’s not so much about products, it’s about people

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In practical terms you need to have a digital media strategy within your marketing plan

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But in developing my digital footprint do I throw the baby out with the bathwater? NO!

• Brochures• Flyers• Snail Mail• Real time- live launches• Print• TV• Radio

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It all depends on your product and your budget.

So think about the following:

•What are the most appropriate forms of communication for my product/s?•What is the best way to maintain contact with my customers?•What might be the best mix?•Have I got more time than money, so I can spend time blogging?

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