So, you think that the future of marketing is nothing but digital? Also, that artificial intelligence, big data, augmented reality and social media marketing are the big trends? Maybe for now they are, but the future of marketing is about a century and a half away. At that time, marketing will also be about satisfying the needs, wants and desires of 150 year olds…
Of course you should think by now I’m busy losing my marbles! I mean – we’ll be considered fortunate (or unfortunate for some) if we reach our 100th birthday. However, Jeff Glor reporting for CBS, recently suggests that some of the babies that are born today may well live to enjoy their 150th birthday.
To illustrate: In 1850, the average human lifespan was 43 years. Now it’s closer to 80. Indeed, the mortality of older populations has sharply decreased during recent years in most western countries 1. But what is the highest that our lifespan can go?
In fact, the longevity record is held by Jeanne Calment of France, who was 122 years old when she died in 1997…
Continue reading The Future of Marketing – taking care of the Needs, Wants and Desires of 150 Year Olds
One of the oldest and most effective forms of communication that can lead to customer acquisition is word of mouth (WOM) marketing 1. For this reason, referral marketing, which makes use of WOM, is getting to the forefront again.
Numerous studies have proven that referrals are the most trusted form of advertisement. To add to that, referrals are created by happy customers, who are usually willing to spread word-of-mouth about your business for free, according to Megan Mosley in G2Crowd.com.
In the previous marketing regime of mass marketing communication, cold calls and mass mailing have lost their efficiency. Also, now in the age of digital marketing, companies are interacting more directly with their customers, not really giving them a chance to speak good about your business…
But are your loyal and satisfied customers communicating their patronage with their community and so helping you to get new customers? There is a real opportunity for businesses to invest in referral marketing campaigns.
FM radio, a broadcast channel coming from an analogue era, has thus far shown resilience to the intense onslaught of digital media. Contrast that with the fate of analogue television and print which have succumbed spectacularly to the digital beast.
After all, traditional TV viewers have now become multichannel media users. As a result, cable and satellite TV are the big losers. In fact, results from a recent US study indicated that 61 percent of young adults rank online streaming services as the main way they watch TV (Christiane Cordero, CBS Minnesota).
At the same time, the print media has also been heavily disrupted by digital media. In fact, news has now gone primarily online. For that reason most major media companies have changed their business models to accommodate consumer preference for digital content (Forbes Communications Council).
For traditional television and print media the battle against digital media has largely been lost.
But what is it about FM radio? Surely, as radio made its first broadcast in 1906, the sequence of disruptive technology should have made it absolute a long time ago? But not so – here’s why…
Continue reading FM Radio in a Digitized World
Two months into your online business and something is terribly wrong. You haven’t made one sale thus far. What could be wrong? After all, you’ve got the best eCommerce platform, with stunning graphics and detailed product catalogs. Even more, every product your site has a picture with a price and a description about its features and attributes. And yet, no sales. The thing that is wrong is that you haven’t done startup marketing.
No wonder nobody finds your website or talk about your business in the social media channels. Without a marketing strategy in your startup plan, your website will eventually be doomed to the darkest corners of the internet.
Continue reading Get your Business Going with Startup Marketing
Online retail success factors are those issues that every online retailer needs to pay attention to in order to survive and grow their businesses in the online channel. Although it is relatively easy to open an online shop and start trading, the fundamentals of strategic business management remains the same, albeit in a different channel.
After all, you’ll still need to ask the following questions and get the answers about the future of your business:
- Where are we now?
- Where do we want to be?
- How are we going to get there?
Continue reading Online Retail Success Factors
Sensory marketing is a form of marketing that appeals to consumers through all five senses. Indeed, we use our five senses: touching, smelling, hearing, tasting and seeing to send information to our brains to help us perceive and understand the world around us better.
So why should you consider using sensory marketing? Simply because sensory marketing can give brands a competitive advantage. In fact, sensory triggers can stimulate positive brand associations and activate subconscious purchase drivers (WARC Best Practice).
Continue reading Making Sense of Sensory Marketing
Not so long ago, business networking predominantly involved interacting with peers, customers or industry leaders at congresses, meetings or events. These face to face meetings were essential to get the latest information and industry gossip.
Also, here business networking was a routine practice to get business leads and to promote yourself or your brand as an important participant in your industry. However, in today’s digital society there’s no need to attend networking sessions in person. In fact, the advent of the internet, web 2.0, broad band and mobile devices have given us alternative ways to do business networking.
Continue reading Business Networking in a Digital Society
Everyone needs a personality. After all, your personality facilitates all the important moments in your life, and is what you are really remembered for suggested Matt OKeefe, a lifehacktivist. Although everyone has a unique personality, the characteristics or qualities we display can be grouped into personality traits, which we’ll get later to. But let’s first have a look at what a personality is…
So what is personality?
Continue reading Improve your Customers’ Online Experiences by Knowing their Personality Traits
Impulsive shoppers are customers of online retailers that don’t think twice to buy a product online. For that reason they are targeted by most online retailers. However, the same characteristics that make behaviour of certain customers impulsive, may also affect their post purchase behaviour.
So let’s have a look at impulsive shoppers. Who they are? What motivate then? And how online retailers should manage them?
Continue reading Online Retailing – How Profitable are Impulsive Shoppers?
The market dominance of the online retail giant Amazon.com and multi-channel retailer Walmart is a huge barrier for anyone who wants to start selling products online. As a result, the big retailers can be found anywhere online. They offer a large variety of products at ridiculous low prices. Moreover, they promise to deliver products within a couple of days of ordering. And they take the return of products in their stride. So, how on earth can you, as an owner of a Shopify or Woo Commerce website, compete with Amazon and Walmart? The answer is to develop a niche market for your business.
Continue reading Targeting a Niche Market is a Way for Small Online Retailers to Sidestep Big Competition