The Relationship between the Board of Directors and the Management
The relationship between the board of directors and the management cannot be described as just being that of a relationship between an employee and his or her manager. Though the board oversees the decisions taken by the management and ratifies them along with acting as the final arbiters of the strategic direction and focus that […]
Contingency Model of Change Management: Dunphy and Stace’s Model of Change
The contingency model is an extended version of Lewin’s three step in which Dunphy and Stace (1988, 1992 and 1993), explained the process of change from the transformational organization perspective. Dunphy and Stace (1993), put forth a situational or contingency model of change, which emphasized on the fact that organizations should vary their change strategies […]
Porters Five Forces Analysis of Samsung
Introduction Porter’s Five Forces methodology is used in this article to analyze the business strategies of white goods makers like Samsung. This tool is a handy method to assess how each of the market drivers impact the companies like Samsung and then based on the analysis, suitable business strategies can be devised. Further, companies like […]
Transformation of Business Intelligence in the Age of Big Data
The Transformation of Business Intelligence from Analysis to Prediction Business Intelligence which refers to the slicing and dicing of data to mine it for clues on everything from consumer behaviour to the business strategies of rivals and competitors has come a long way since the earliest days when it was used for market intelligence to […]
Pre-IPO Investing
An initial public offer (IPO) is a method of selling securities wherein the entire lot of securities is offered for sale to the general public. An IPO is often used by companies when they want to sell their securities to smaller investment organizations and even retail investors. In the past few years, IPOs have seen […]
As a Marketing professional you are too familiar with marketing research. In fact Organisations spend millions of dollars into market research to know anything, everything and all things about their customers. The market research analysis and outcome becomes the input for developing Marketing, Advertising and selling strategies as well as in designing product strategy as well as supply chain and pricing strategies as well.
So if you are now faced with the assignment of developing an E-advertising strategy and E Marketing strategy what is it that you have got to do?. The answer is very simple. You have got to start from the basics of getting to know all about your E-Customer.
If you map the actions of any individual customer who switches on his computer and connects to the internet, you will notice that there is one basic function that he happens to engage in. He begins to search for information and data. Therefore search is the beginning and connecting link between your business and the customer. Understanding all of the customer’s search behaviour, understanding how the search happens through the search engines, the dynamics of searches is the first step.
This understanding will give you an idea of how to position your advertising and build your content in websites in such a way as to be able to be picked up by the Search engines and be ranked on top.
Individuals normally look to the first two or three top ranking websites that come up in the searches. Therefore it becomes important to be able to position your website and advertising in such a way as to be amongst the top ranking sites.
Understanding all about the search trends provides you with a lot of market research and information on your potential customer and markets. From the searches that users conduct on the internet you are able to see the trends, look at the products and services that most customers are trying to look for and buy.
Further you can also use the information gathered to build effective marketing communication that enables you to get closer to your customer. You are better positioned to speak customer’s language for you know what exactly he has been searching for from the past data.
When the number of internet users is increasing daily, you have got to accept that your potential market is growing. You need to develop an effective search acquisition strategy to be able to reach out to this audience.
As the population all over the world is shifting their focus from reading magazines and print media and instead are concentrating on getting the same information from the internet, you will know that the time has come to re-design your advertising strategy and concentrate more on the online advertising rather than on the print media.
The words and criteria that the individual users to search for information on the internet plays an important part in designing your advertising as well as entire website strategy.
An individual might be looking for information on latest mobile phone but might search the internet by typing cell phone or smart phone or by a particular brand etc. This information when analysed gives us the clue to understanding customer’s requirement, his/her thought process and the information he is seeking. It also helps us to build the advertising and web pages make them SEO optimized and in a way that ensures that it gets picked up by the search engine easily and is listed at the top.
The entire e-marketing exercise is built on the internet search. There are basically two types of searches namely Organic Search and Paid search.
Furthermore one should also note that the offline advertisement can spill into the e advertisements and vice versa. The line between the two different platforms is narrowing.
For effective design and delivery of advertisements and to be able to reach the customers first, you have got to be at the top of the list when the customer is searching. Understanding all about searches then is the first step in developing E Marketing and E Advertisement plan.
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