Category Archives: Marketing strategy

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mobile

Easy Steps to Create Your Mobile Marketing Strategy

The way we look for information continues to evolve quickly. A few years ago a mobile marketing strategy was nice-to-have. Now it is a must-have. In fact, it should be your marketing strategy, not an addition to it.

Customers are on the go and inundated with possible sources of information. To succeed now and into the future you need to be able to engage them seamlessly across social media, your website, and email. You also need consistency across all the devices they use. For small and mid-sized business people that can be a big, complex task.

Your customers may be at home on a desktop, traveling with a tablet, or walking or driving in your neighborhood with a smartphone. Will they find you? Will their experience with your brand be good on each device and each touch-point? Let’s try to boil it down into a some easy steps to think about to create your (mobile) marketing strategy.

  • Get insights into your customers’ buying behaviors. Marketing and strategy start with understanding exactly who your target customers are and their behavior for making a purchase decision.
    • Who are they?
    • What kind of devices do they use when?
    • When do they make a decision to contact you or come into your business?
    • What information is most helpful to them to engage with your business?
    • How do they most often contact you?
    • What times of day do they look for information about you?

Answering these questions will help to guide your strategy. Don’t know the answer to these questions? Then it’s time to start asking. Ask your customers individually. Conduct an online survey. Look for market research online relevant to your location and industry.

  • Only invest in a mobile app if you have business justification. Most small and mid-sized businesses will find the cost and usage of a mobile app to have a negative return on investment. While smartphone users spend a lot of time using apps, they primarily use about five very popular ones, like Facebook, Google, etc. Don’t worry if you don’t have a mobile app. Many people prefer to use a mobile web browser rather than load up their device with niche apps.
  • Create a consistent experience across channels. Your brand image and value proposition should be the same across the web and social media platforms. Your customers interact with you across multiple channels even for one purchase decision. Make sure they can easily link back and forth. And make sure the key information about location, phone number, and email are consistent.
  • Time some content posts to customer behavior. Do you have customers streaming off a cruise ship at certain times? Do you see most of your business late afternoon and early evening?  Timing some of your content posts to those times may engage people in social media or email at just the time they want or need to interact with your business.
  • Run mobile ads on social media. Facebook is now a pay-to-play platform for businesses and other are moving that direction. But you can reach your on-the-go audience by running pay per click mobile ads on the social media platforms where they spend their time.
  • Test and refine. Try out your strategy. Use the data on what works and what doesn’t work to refine or modify your strategy. Ask customers for feedback in person and online to guide what adjustments you may need to make.
kauai marketing

Kauai Business: Using Kauai Marketing Talent?

I have been blessed to meet many wonderful and talented people on my home island of Kauai. One of the things that has also frustrated me is that I have also met business people who went off-island or to the mainland to hire marketing projects and services rather than use Kauai marketing resources.

One of the weaknesses of our collective culture with word of mouth referrals for awareness is that you may be missing out on a great marketing partner in your own backyard.

Yes, with the Internet, we are a global village and web design and other digital marketing work can technically be performed from anywhere. So there is no technical reason not to hire your sister-in-law in Oregon, your friend’s cousin in Minnesota, or a marketing agency in Honolulu.

However, I would argue that their marketing expertise can also be found on Kauai. And they likely lack the day to day intimacy with our culture, values, and unique characteristics.

I understand that in past years there may not have been the maturity and wealth of digital marketing expertise that there is now. Some of it is home grown and some of it has been imported.

Through the Kauai Chamber of Commerce and in other venues I have met a number of the other people on Kauai who have marketing, web design, graphics, email marketing, blogging, and social media marketing expertise.

I would hope after speaking with me that I might be a good fit to assist you with your marketing. But in some cases, I understand there may be a better fit with one of my competitors.

I encourage you to do some web searches, talk with Chamber of Commerce members, and have exploratory conversations with some marketing people you may not have met before. You might be surprised at the wealth of talent you will find!

Did you know there is:

  • a former Fortune 500 worldwide marketing executive providing consulting, training, and a range of digital marketing services?
  • an Emmy-winning graphic designer on our island?
  • someone who was the CEO of Japanese subsidiaries for major companies?
  • a marketing executive with specific expertise in ecommerce?

For a small island I have found there are actually a lot of us who can design custom web sites at affordable prices. Which one is right for you depends on factors such as

  • time constraints and availability
  • integration with other external systems
  • a one-off web site project versus ongoing marketing assistance
  • personality and fit in working styles and vision
  • recommendations on how to develop a brand and a marketing strategy and plan
  • is up to date with latest web design and online marketing trends

I believe a rising tide lifts all boats. Wouldn’t it be great if local Kauai businesses supported other local Kauai businesses and independent contractors? We also provide world-class freelance marketing projects and ongoing marketing services.

Let’s market Kauai with Kauai marketing…..

instagram marketing best practices

Top 5 Instagram Marketing Best Practices

Instagram is a social media platform that continues to grow in importance to marketers. Especially if your target audience includes 18-40 year olds on mobile devices, this is a place you want to be. But to be effective and generate a return on your marketing investment, there are some Instagram marketing best practices to follow.

Why Instagram?

If you haven’t looked recently at the statistics for Instagram, it’s time to look again.  According to recent studies from Pew Research and  Iconosquare:

  • 300 million people use it and 75 million are active each day
  • 70 million photos are added each day
  • more adults use Instagram than Twitter
  • 53% of 18-29 year olds are on it
  • 70% of users have looked for a brand on Instagram
  • 37% of users follow 1-5 brands and 32% follow more than 5 brands
  • only 28% of marketers are on Instagram

I have to confess I got more focused on Instagram opportunities after two clients in their thirties shared with me how they are active on it, as are their friends. That caused me to re-evaluate my own marketing priorities.

Brands are seeing results from Instagram marketing

Search Engine Journal reported that big brands are achieving impressive results:

And it’s not only big brands reaping rewards. Many small businesses are also seeing value. Food trucks, restaurants, entertainers, artists, architects, coffee shops, clothing shops, jewelry shops, and many others are building a loyal audience on Instagram who help them to spread their marketing stories and messages.

Best Practices to Follow

As social media platforms continue to evolve and mature, there are a distinct set of best practices to follow on Instagram:

  1. Set up a unique profile – Name is the only thing searchable, so use yours or your business. Make it engaging in 150 characters. What is your very succinct value proposition?  Include a link. This is the only place you can include a hyperlink back to your web page or your landing page for an opt-in. Make it so people want to follow you, not just to like one of your random photos. Include something personal or humorous in the bio if possible. Consider using emoticons to make your profile more attention-grabbing and interesting.
  2. Use high quality images and videos – Instagram is about visual content. A picture is worth a thousand words – literally! Use a photo to tell a story about your company, your products, or your services. But constantly posting photos of your products over and over again without telling a story won’t cut it. You’re not there to sell. You’re there to nurture a customer relationship.  Post photos that people can relate to and that they care about. Consider showing a behind the scenes view of your business.
  3. Use lots of hashtags – Unlike Pinterest, Instagram engagement is higher with lots of hashtags. One study claimed that posts with 11 hashtags get the most engagement. You may not need 11, but use quite a few so people can find your content and engage with you. It’s also a good idea to create a brand-specific hashtag or to create one for major campaigns and contests. Hashtags help you to get discovered. Look for trending hashtags that you may create relevant content for. Make sure you use relevant hashtags. Don’t be accused of #hashtagabuse by just latching on to a high volume one. Including your location can also help to boost discovery.
  4. Post consistently and be interactive – Ask questions. Reply to comments. Like and share content from your followers.
  5. Run a photo contest or offer special incentives – One way to boost engagement and reach is also to run a photo contest related to your brand. Use a unique hashtag and offer some prizes. Consider other ways you can reward your followers on Instagram with special discounts and promotions or by highlighting and sharing their content.

Note that you can link other social media platforms to your Instagram account, including Facebook, Twitter, Tumblr, Flickr, and foursquare. You can easily cross-post from Instagram to those platforms. Note that Facebook owns Instagram, so expect to see more business and advertising features added over time. Also, it appears that Facebook may currently favor and give higher weighting in the News Feed to content shared from Instagram.

Hope you find these Instagram marketing best practices helpful. Is your business marketing on Instagram? Anything else you would add or tell others to avoid?

 

social media for business

7 Key Success Factors for Social Media for Business

I recently got back from the Social Media Marketing World conference. Marketers from 49 countries gathered to network and learn from each other about best practices for social media for business. Some of the information was confirmation of things I am already doing and posting about. But there were also some new tips, tools, and techniques. Equally important was interacting with other marketers to understand their businesses and learn about their successes, challenges, and failures. The world of social media continues to evolve and change quickly. (It was also great to go to a conference for the first time in 25 years that I was just an attendee and not working!)

After some reflection on the conference and recent research I have identified seven key success factors for using social media for business:

  1. Content is your hub: It’s your compelling content that will engage your audience and cause them to interact with your business or brand.  (See our related blog post on compelling content.) And people will pay for your knowledge and expertise if you package it up and distribute it in ways they can easily consume it. It may be a product, but it also may be a service or other format. If you have content that answers a question or solves a problem that others have, you have a hub of knowledge to grow your business. Don’t just think about promoting your product or service on social media. Think holistically about your content. How can you help people? How can you answer their questions? How can you help them save time, be more effective, reduce costs, have more fun, etc?
  2. Re-purpose your content for multiple platforms of distribution: Once you have compelling content, you can leverage, re-purpose, and package it in multiple ways for people to consume it. You may be using your compelling content to create a lead funnel for a product or service, or you may be a consultant selling your knowledge. Know your core message and let people experience that in multiple ways. You may use it for live events. You may use it for videos and webinars. You may use it for blog posts. You may share parts of it on social media platforms. You may re-package it into speaking engagements. You may write an e-book. You may create a guide or recipes. You may record a podcast. It’s NOT a sales pitch. It’s helping people to answer a question or solve a problem or be entertained in a way that they want to share with others. Think about how you can reach your target customers in various formats on various platforms.
  3. Use videos and photos – Visual content gains attention on crowded social media platforms. The data show the most engaging Facebook posts are now videos, ahead of photos and status updates. Not only is visual content eye-catching, a picture really is worth a thousand words. People are looking to consume information quickly and easily. Sometimes that is seeing a picture or watching a short video or listening to a podcast while traveling or driving.
  4. Don’t be on social media, be social: In recent years there was tremendous attention on increasing your number of followers or fans. That didn’t necessarily produce business results. While you want to increase the number of potential customers you interact with, the critical success factor is engaging your audience with your business and brand. Being social makes your business human. People do business with other people who can help them. When your audience interacts, they will see more of your posts organically. They also are more likely to share your compelling content with their friends and followers to extend your reach.
  5. Participate and leverage others’ audiences: Beyond being social on your own Facebook page or Pinterest Board, host or participate in social media groups. Demonstrate your expertise, compassion, and humor. Your reputations and abilities become visible to the audiences of others hosting the group.
  6. Email is still the most effective and the most direct: Social media is great for engaging your audience and extending your reach. But the people most likely to become your customers are the ones who are interested enough in your content to opt-in and give you their email address. Email is still the most personal marketing. People are more likely to see and open your email than they are to see your Tweets or Facebook posts. One of the mantras at Social Media Marketing World was “Content is King and Social Media is Queen.” Maybe we should add, “And Email is still the Ace.” Use your compelling content and social media to extend your reach, but also to give you their email addresses.
  7. Don’t assume people will take action: This was an aha! moment for me when I heard from someone running a YouTube channel. He shared that in the beginning he assumed listeners would subscribe to his channel if they listened to the programs and liked them and got value. It wasn’t happening. So he added an explicit call to action asking his viewers to subscribe to his channel. Immediately there was a spike in subscribers. People don’t take action unless you ask them to! In past job roles I was sometimes amazed working with sales people. I would get the prospect engaged with some compelling content and the sales people would not think to ask for the order as the next step. Sometimes I had to prompt them and then the sale would be made. Don’t assume people will take action on their own. Always have a question, next step, or call to action – visit a web page, share the post, subscribe to the channel, etc.

A final thought: If I have just followed you on Twitter or liked your Facebook page or connected with you on LinkedIn, don’t immediately send me an advertisement or try to sell me something. If someone is just starting to engage with you on social media, it does not mean they are ready to purchase something from you right away. It means that there was some interest in learning more and seeing how you might be able to help them. I think this a key point for many businesses and marketers. The objective of social media for business is not direct sales – although stay tuned as Facebook and others add more ecommerce functionality.

Let me know your experience. Do any of these success factors resonate with you? Have you identified other success factors? If you would like to regularly receive updates, please follow Kauai Digital Marketing on LinkedIn or sign up for our email list on our web site.

 

 

periscope app

Periscope App for Business: Opportunities and Threats

New tools have come into the market that make it easy for anyone to be a mobile broadcaster. Now anyone can “show” in real-time, not just “tell.” This changes the landscape for broadcasting and social media engagement and also opens up new opportunities and threats for all types of businesses.

The Meerkat app was all the buzz at SXSW. They have already grown to 300,000 users, but have been cut off from Twitter graph functionality. You can still post on Twitter that you are broadcasting. The Periscope app from Twitter created all the buzz in the past week. Since Twitter purchased Periscope in January, they have it pretty well integrated. And there is Google Hangouts on Air that isn’t quite as new and shiny, but still a contender.

Each of these mobile broadcasting platforms has its strengths and weaknesses, but I believe the Periscope app is the real game-changer and will have tremendous benefit to Twitter and to businesses using it. Anyone with a Twitter account can watch live streaming video on Periscope or Meerkat. Anyone with a Gmail address can watch on Google Hangouts on Air. Periscope and Google also archive video streams for later search and viewing. Meerkat does not, but using the #Katch service provides archiving functionality. Just as Instagram has added huge value to Facebook post-acquisition, I believe Periscope will do the same for Twitter. Live streaming video and audio is not always great through these services, but it is certainly good enough. And the lack of quality is offset by the ease of use and immediacy of live streaming.

Google Hangouts for Air is farther along in having an ecosystem of functionality adding to its value for business. For example, you can schedule a broadcast in advance. You can create a landing page for registration and to collect more information on planned attendees or even to collect a payment. Your streaming videos are saved to YouTube with its rich functionality for perpetual archiving and search/recommend functionality. I expect that an ecosystem will also evolve around Periscope to exploit the business possibilities.

For most business broadcasts of importance you will want to schedule them in advance and publicize through all of your social media, web, email, and podcast channels.

Opportunities

Periscope for Business presents a lot of interesting opportunities to connect with your customers real-time and with visual content. Here are some examples:

  • Product or Company Event – Let your customers be part of the experience live. Let them share comments and Tweet to their followers about highlights.
  • Panels – You don’t have to wait for a conference to host a panel of experts and foster a dialogue between them and your audience.
  • Training – A picture really is worth a thousand words. Live and archived training can be produced cheaply and easily, be interactive, and prevent support issues later.
  • Advice and Discussions – You can show a use case for your product or service and get feedback or you can offer advice on how to optimize value from your product or service while entertaining questions.
  • On-site visits – You might host a behind the scenes visit to your factory location or to a customer site to see your product or service in action.
  • Product demos – Show the world how your product works and how it can benefit them while answering questions and getting new ideas for enhancements.
  • Product launches – You don’t have to gather press and analysts in a room for a launch or at least you can extend your audience online.
  • Regular broadcasts of news and opinions – Host your own online news broadcast or ongoing video blog and gain immediate feedback from your audience.
  • Live support – Show rather than tell someone how to solve their problem. Let them follow along in real-time while also potentially benefiting others who have a similar problem/issue.
  • Realtor open house – Host a virtual open house and get additional viewers who cannot or will not come in person. Get immediate feedback on the property.
  • Online focus group – Need some quick market research? Have an idea you want to bounce off potential customers? Crowd-source a virtual focus group to share ideas and feedback.
  • Tourist information – Don’t just post some photos, but let your target audience experience some of the sights and sounds of your destination in real-time.

I’m sure I am just scratching the surface with these ideas and that many other industry-specific ideas may come into your mind. I believe the opportunities to use Periscope for Business are great.

However, it is not all unicorns and rainbows. As with most new technologies, Periscope opens up new threats that will have to managed and possibly regulated.

Threats

The idea that now anyone can be a mobile broadcaster anywhere also presents potential threats to your business. Some that come to mind for me include:

  • Search – How do you enable your audience to find either live or archived video streams. What if you throw the party and nobody comes?
  • Copyright infringement – What if someone is mobile broadcasting your copyrighted images, music, or text? How will you know and how can you enforce?
  • Loss of revenue – What if someone broadcasts an event, concert, musical program, conference, or other content for which you normally charge a fee? How much revenue might you lose?
  • Privacy – Images of you, your employees, or your customers may be broadcast without their explicit knowledge. Periscope location pinpointing is more granular than just your city and may draw people to a location where you don’t want them.
  • Journalism and Broadcasting – If you are in the news or blogging business, you now have a whole new set of competitors – anyone around the world with a smartphone!

What do you think? Have you tried Periscope yet? For your industry do you see other Opportunities or Threats in using Periscope for Business? Please share your thoughts and ideas.

 

blog ideas

Your Blog Drives More Business Than Social Media

Website+Blog+Search Engine Optimization+Social Media+Email=Business Growth from Digital Marketing

Does that equation surprise you? Of course, it is a gross simplification. But it illustrates a point. When I speak with other small business owners like myself, I hear them talk about a website and social media posts, but a blog and email marketing are usually missing ingredients.

Search Engine Optimization(SEO) is also usually missing, but you may be able to rely on your website platform (e.g., Wix, WordPress) or web designer to assist with some basic techniques. However, depending on your website provider, they may not counsel you on the importance of content. A blog is a key way to deliver content that drives business growth from online, digital marketing.

Why Should You Care About a Blog?

In 2015 search engines such as Google are focused on creating the best possible user experience.  They are continuing to increase their analysis of your web site to ensure it has the information your target audience needs.  This and other factors drive your ranking in search results.  If the keywords and content being searched for are not well represented and highlighted to search engines in they way they expect, your target audience may not find you online. (Or maybe you will spend a lot of money on ads.)

There is more to SEO than content that can be delivered via a blog. But a key component is content written in the language of your target customer and that hits their keywords for searching.

There are other reasons besides search engine ranking for why you should seriously consider a blog with your web site:

  • Establish your brand
  • Differentiate from competitors
  • Demonstrate expertise
  • Build an audience of potential and existing customers, partners, and vendors
  • Make your company more personal
  • Control your content as social media networks continue to change
  • Provide customer support for common questions
  • Collect email addresses

Let me emphasize that last one again – collect email addresses. In these days of social media marketing the data show that email marketing is still more effective for actually getting someone to buy your goods or services. Providing interesting, expert content and getting people to subscribe with their email address is even more effective in driving business results than all your posts on social media.

A McKinsey study found that e-mail is nearly 40 times more effective than Facebook and Twitter combined for acquiring customers.  A Gallup survey found that 62% of consumers say that social media has no impact on purchase decisions. 90% of U.S. consumers use email daily. Also, the average order value driven by email is 17% higher than purchases that are attributed to social media.

I know you’re thinking:

  • Wait! I’m a small business owner, not a blogger!
  • I don’t have time for that!
  • I’m not a good writer!
  • How often would I do this and would I run out of ideas?

There are resources that can help and that don’t cost too much:

  • Blogs on best practices for writing a blog post
  • Google keyword planner for most searched keywords related to your business and geography
  • Online tips on where to find ideas for blog posts
  • Freelance writers and writing services that can research and write a blog post for $10-15 depending on the number of words
  • Marketing consultants and agencies that can assist to generate ideas and produce content on your behalf

Do you have a company blog?  What tools and techniques have been helpful?  What results have you seen?

 

digital marketing strategy

7 Advantages of Digital Marketing Strategy over Traditional

You’re a business owner or executive looking for ways to grow your business.  How do you come up with an effective marketing strategy?  What is the role of advertising as part of your marketing strategy?  Should it be traditional marketing?  Should it be online, digital marketing?  Or should it be some combination of the two?

The Modern Customer Purchase Funnel

The purpose of marketing is to enable and drive sales.  In my many years of experience as a marketing executive, I believe effective marketing starts with an understanding of your target customer’s buying behavior.  Market research and feedback helps you to refine this.  But there are some useful customer purchase models to help organize your thinking and idenitify where you may need to gather further information or do testing.  A classic customer purchase model was the AIDA one:

  • Awareness
  • Interest
  • Desire
  • Action

But the Internet has changed that.  It is no longer sufficient.  A modern customer purchase model that I find useful is:

  • Awareness
  • Research and familiarity
  • Opinion and Shortlist
  • Consideration
  • Purchasing
  • Champion/Repurchase OR Defect/Detract

Think about this with regard to your own buying behavior for different products and services.  For example, I am planning to build a house and need kitchen appliances.  I have some general awareness of appliance brands, but I have become aware of newer ones through ads and web sites and store visits.  I started to research the brands and how they will meet our needs.  I asked people in stores.  They offered a little insight, but I found a lot more insight and information on the Web.  This is a major purchase that we will live with for a long time so I want to make sure we get it right.  On the Web, I can also see customer reviews and lab tests of products to understand what other people have experienced.  I can see video demos of the products being used.  We have formed some opinions and narrowed down the list of brands we are interested in.  Now we’re drilling down on those two brands to consider features, pricing, reliability, style, etc. to decide which ones we will purchase.  Once we purchase and begin to use those products, we will either be satisfied customers who will champion them to others online and offline and eventually repurchase OR we will be dissatisfied customers who will make that known and detract from the brand.

Traditional vs. Digital Marketing

Customer buying behavior has shifted and so should your marketing mix.  Should it be all traditional or all online?  It depends on your business and your customers.  For many businesses the answer may be somewhere in the middle.  But the 4 Ps (product, price, place, promotion) are no longer sufficient.

What are the advantages of online, digital marketing strategy over traditional marketing?

  1. Lower costs –Traditional marketing is expensive.  It takes a lot of people, lead time, and materials.  Trade shows, direct mail, TV or radio ads are all costly.  Digital marketing is much less expensive.  The cost to create and maintain a web site is much lower.  The cost to write a blog or send an email newsletter is minimal. The cost to run PPC ads on Google or Facebook is much less.  The cost to make changes is dramatically less.
  2. Target your message –  Your targeting is limited with traditional marketing.  Many of your tools are broadcast to a wide audience rather than narrowcast to someone getting ready to make a purchase decision.  You can target the right message to the right person and based on where they are in the customer purchase decision process.
  3. Measure ROI – In traditional marketing you are often guessing which marketing elements contributed to return on investment because it would cost too much to find out.  With digital marketing feedback is immediate and measurable.  Analytics give us data on the performance and conversions associated by different online marketing activities.
  4. Change or refine strategy easily – It’s difficult and time consuming to make changes to traditional marketing elements.  Re-designing and re-printing a brochure takes time.  Re-shooting a television ad takes time.  Digital marketing is much faster to test and refine.  You can do A/B testing and get immediate feedback.  You can see where you are spending money with results and without results.  You can stop and/or change things with less effort and shorter lead times.  Real-time feedback and analytics tell you when and how to change your strategy.
  5. Engage prospects longer – Nobody reads a long brochure.  A TV or radio ad is usually 30 seconds.  A trade show may yield a brief conversation.  But online marketing can grab and hold attention.  It can help to start building a relationship with a prospect or reinforce a relationship with an existing customer.  Online, digital marketing is informative.  It is not just PPC ads.  It is educating and informing your audience so they can take the next step in their purchase decision process.  They can interact with your business via text, images, video, chat.  They can see what others have experienced with your business.  They can learn more about the values of your business or how you work behind the scenes.
  6. Be available 24/7 – If I wake up in the middle of the night I can still engage with your business as part of my purchase decision process.  I don’t have to wait for a store to open or a sales person to call.  And the content is long lasting.  A blog post I write this year may be just as valuable to new prospects next year.   Or it can easily be updated to be always accessible over time.
  7. Be less intrusive – Most of us don’t want to be sold on something.  We want to come to our own conclusions.  We value advice and a small set of alternatives that are tailored to our particular needs and wants.  But we don’t like people pushing something to us based on features and functions that we may or may not need.  Online, digital marketing is available when I want it.  It is informative.  It helps me move through my decision process at my pace.

On the island of Kauai we have many businesses that are targeted to visitors.  One of those businesses is selling activities to enjoy while on vacation (ziplines, fishing trips, snorkeling, etc.)  It used to be that visitors almost always arrived and then met in person with a concierge at a hotel or a shop to be told what the offers and recommendations are and to make their purchase decisions.  But that business model has been shifting rapidly.  Now a large proportion of visitors arrive on the island having already researched activities online, reviewed customer reviews, shopped for discounts and promotions, and made a purchase before they ever got here.

Is the answer today all traditional marketing or all digital marketing?  For a startup business in particular industries all digital may be the right answer.  For some more traditional industries, traditional marketing may still dominate overall marketing investment.  But for many businesses the shift is occurring between the two.  You may still need traditional elements for that face to face connection via trade shows and an outside sales force.  It depends on your product/service and your target customers’ buying behaviors.  But chances are your marketing mix will need to shift increasingly toward online, digital marketing.

What do you think?  Have you shifted your marketing mix or is it all traditional or all digital?  Have you seen customer buying behavior changing in your business?  Please share for the benefit of others working on their marketing strategies.

 

 

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