2013 Marketing Communications – Six Strategic Tips For Midsized Companies And Nonprofits

Everyone – organizations and consumers alike – continues to be wary of the ongoing negotiations in Washington associated with the fiscal cliff. It will take time to sort out the impact of what finally gets resolved, but marketers know they can’t wait any longer to determine how to aggressively promote their products and services now.

Whether you’re a business-to-business (B2B), business-to-consumer (B2C) or nonprofit marketer, you’ve probably also been overwhelmed by the countless claims, and counter claims, about if – and how – to use all the various forms of “new” marketing tools – social media, mobile, content marketing, email and video. Some experts project the demise of email marketing as social media and video sharing grow in importance. Others stress the need for mobile marketing, while even others shout “Content is King” (first coined by Bill Gates in 1996). All will continue to be important, but these decisions, coupled with the economic environment, means that the marketer’s world is more complicated than ever.

Rather than endlessly pondering these choices, maybe this is the time to put these latest tactics into perspective, and focus on some basic marketing and marketing communications strategies for 2013.

Target Audience Knowledge Trumps Opinion

A deep, reliable and projectable understanding of your existing and potential clients, customers or donors is key to developing effective and profitable strategies and plans. And that means market research.

Marketers should fully understand the wants, needs and attitudes of their target audiences, and how these factors relate to the organization, as well as competition. Facts, not opinions.

Employ market research and monitor social media discussions and behaviors to determine what’s important to your constituents before your tactical plans are developed. In other words, “Look before you leap.”

Embrace The Changing Demographic Landscape

With nearly 315 million people in the US alone, the dramatic growth of older consumers is significant and should be recognized. Does your customer and prospect planning take them into consideration? And does your planning recognize that:

  • 21 percent of the workforce is now 55+ years of age, and they plan on working well past traditional retirement age;
  • The number of people 65 and older was 40 million in 2009 but is projected to be 60 million in 2020 (US Census Bureau);
  • While 69 percent of those aged 18 – 49 used social media, only 38 percent of those aged 50 and above use any form of social media.

Acknowledging the growth and absolute size of this huge audience in your planning presents a major opportunity. And, depending on your product or service, you might want to go through this exercise for other demographic groups – Hispanics, Asians, younger people, women, etc. Understand them and make sure you relate to their needs. In summary, “Board a trend, don’t buck it”.

Don’t Discount Traditional Media

New media offers exciting potential and will grow significantly in importance. But that doesn’t mean you should forget about “old” media. Both new and traditional media have value and both should be considered in planning your overall media mix. That means that strategically you need to fully understand their relative effectiveness, not just their efficiency.

And, would it surprise you to learn that traditional media is actually becoming “new” media for some marketers:

  • Commercial and nonprofit marketers will spend $169 billion in direct marketing, representing over half of all US advertising expenditures (DMA’s Response Rate 2012 Report);
  • There were 195 new print magazines launched in 2012 (MediaTrends.com); According to Forrester Research, while consumers discover new brands, products or services by talking to friends (80%) and online searches (79%), television advertising is a strong third (71%);
  • While the average consumer receives 14 – 15 email selling messages a day, the average household receives only 2 – 3 direct mail promotions per day (USPS);
  • Despite the record breaking political spending in 2012, national cable television advertising is still expected to grow by 11 percent, while billboard spending will increase by 5 percent and radio by 3 percent (Zenith Optima).

New versus traditional media should not dominate the discussion. Rather, how you strategically develop your media mix should be on the front burner. Above all, be “media neutral”.

Anniversary Marketing Invigorates Established Organizations

Your anniversary provides an opportunity to leverage your past strengths while communicating your vision for the future. Your history and your plans for the future can have a meaningful impact on an already nervous audience of employees, channel partners and suppliers, much less existing and potential clients, customers or donors. Galvanize them to the road ahead.

A 12 to 18 month fully integrated anniversary marketing program provides a unique opportunity to unify and focus all of your efforts across your constituents. And a 35th anniversary can be as impactful as a 50th or 75th. Just don’t make the mistake of merely adding an anniversary logo to your messaging, or just having a celebratory party. Your message will fall on deaf ears.

Get Better As You Get Bigger

With market turbulence over the past few years, some in the C-Suite question the ability of marketing to profitably drive the organization to new heights. Lack of understanding or lack of trust may be an issue. Maybe it’s time for unbiased, fresh eyes to conduct a marketing communications audit.

This type of audit can provide an apolitical evaluation of your program as a whole, as well as how each marketing communication tactic does or does not meet established objectives. Recommendations from this audit can help everyone understand where improvement is needed, what’s registering with your constituents (internally as well as externally), what subjects and benefits should be stressed and, importantly, provide the organization with an integrated roadmap of how, when and where your messaging should be delivered.

The audit should give you the tools to maximize your marketing communications ROI before significant dollars are committed. Trust and confidence should follow.

Round Out Your Marketing Team

There will be many challenges facing marketers in 2013 and beyond. And, chief among them will be having a dedicated, smart, apolitical team, developing, creating and analyzing marketing communications strategies, tactics and plans to meet the uncertainties ahead.

A lot of smart thinking has already gone into developing the disciplines you need but, like most midsized companies and nonprofits, you may be understaffed and underfunded. Consider partnering with established, media neutral, senior level marketing communications consultants to help your team formulate, refine and implement your programs. Be sure they have extensive experience across brands and industries, as well as a willingness to “tell it like it is” so candor will flourish.

Most probably 2013 and the near future will present marketers with a very rocky road to travel. Hopefully, some of these tips will help, but as Mark Twain once said, “The secret of getting ahead is getting started”.

Best Affiliate Program – Black Belt Marketing Success Secrets

If you search the internet you’ll find millions of free and also paid online affiliate programs.

Most people have signed up in these online affiliate programs and tried to make money from them but failed miserably.

They don’t know why.

Are you one of them?

If yes, read on to find out how to locate the right top affiliate program and how to promote it to start making money.

All affiliate programs are not created equal.

Some will make you money if properly promoted and others will not, no matter what you do.

Why?

Below are some reasons why.

(1) The Right Affiliate Programs To Promote

Most people are under the mistaken notion that just because an affiliate program is free that they can promote it and get rich.

Nothing can be farther away from the truth.

The bitter reality is that if an affiliate program is free, then most likely thousands of people will want to sign up to promote it.

Since thousands of people are promoting it, competition will be stiff and so the likelihood of getting rich from it will be slim because there will be more people promoting it than people who wish to buy it.

When supply is greater than demand, profitability will nose dive.

This is economics 101.

So stay away from free online affiliate programs which hundreds of thousands of people are already promoting!

The best online affiliate program which will likely make you rich will be the one that very few people are promoting and which is in great demand. The demand MUST be greater than supply.

Most likely, such an affiliate program will not be offered free!

You will have to pay for it to promote it.

When people are required to pay to promote an affiliate program, then most people will not sign up for it, so only few people will promote it.

This will then guarantee that the demand for it will be greater than the number of people who promote it and this means that the profitability for it will skyrocket.

This is the kind of online affiliate program which can make you rich!

There are few people online who are getting rich from online affiliate marketing and this is one of their sacred hidden secrets of success!

(2) Build Landing Pages For Your Online Affiliate Programs

You must create a landing page at your website for any affiliate program which you desire to promote.

At the landing page, you will then include a short introduction of the affiliate program, preferably, your own personal experience of using the program or a short review.

Then at the bottom, include the link to the affiliate program website.

This affiliate program landing page must be optimized also.

You may also add Google AdSense ads and other pay per click ads as well as Clickbank products on this page to monetize it.

This way, if your customer doesn’t click and go to the affiliate program, they may click on any of the pay per click ads such as AdSense or Clickbankbuddy or pay per click ad and you’ll make money.

If you don’t know how to monetize your website with Google Adsense, Clickbankbuddy ads and pay per click products and ads, please contact us for free help.

By having a landing page for your affiliate programs at your website, you have the advantage of not losing all the traffic you’ve built up if the affiliate program is stopped.

If the affiliate program which you’re promoting is discontinued, you may replace it with another similar affiliate program and continue generating income from it.

(3) Secret To Promote Your Online Affiliate Program

Online marketing has become more difficult than rocket science.

During the past couple of years, most affiliate marketing strategies which used to work 6 yrs ago don’t work anymore.

E-mail marketing has been dead for many years now.

And the ISPs have added salt to the injury by creating so many filters which filter away your e-mail offers and so they don’t reach their destinations.

Besides, most people don’t read their e-mails anymore.

Most people have been bombarded by thousands of spams and offers and they just don’t have time to read these offers anymore.

So e-mail marketing is completely dead.

Free For All, FFA promotion is dead too.

Banner advertising is dead too, unless you have thousands of dollars to promote it at highly trafficked sites.

Search engine marketing, SEM doesn’t work any more because the search engines are constantly changing their optimization rules.

It takes both Google and Yahoo several weeks to even index your page and include it in their system.

You may optimize your website properly and attain a top ten position in a few keywords.

But they never last long.

In a few months when they update their search ranking, all your positions may likely disappear and your traffic will be gone too.

You may try to promote through Google Adword campaign.

But the truth is that not all programs can succeed in getting traffic from Google Adword or any other pay per click advertising.

If you try to promote an online affiliate program, which hundreds of thousands of others are already promoting using Google Adword and pay per click advertising, you’ll end up squandering thousands of dollars! This has happened to many people already.

So stop squandering your money in pay per click advertising.
(There is a better way. To learn more contact us for free help.)

You may also try to use article writing to promote your affiliate programs.

But very few people know the “SECRET” on how to write a highly optimized interesting article which will attain top ranking in the search engines and therefore produce traffic and sales for your online affiliate program.

To succeed in doing this, you must know how to optimize the article, it must be interesting and you must post it where many people will read it.

If you write and post an article but it can’t be found in the search engines when people search for the affiliate program which you’re promoting and if people are not reading it at the article directories where you posted it, you’ll not generate any traffic or sales!

This is what many people are doing and among the TOP reasons why they are not making any money in their online affiliate marketing.

(4) Traffic Is The Lifeblood Of Success In Online Affiliate Marketing Program

There are so many naïve people who have spent tons of dollars buying internet marketing e-books, programs and videos from so called internet marketing gurus and as if that is not enough, they have been suckered into squandering thousands of dollars attending seminars organized by these so called gurus only to find out that what they are peddling are outdated and archaic internet marketing strategies which don’t work any more.

These suckers never to think about the truth.

The truth is that no right thinking businessman will sell a secret on how to generate thousands of traffic daily to you for $50, when he knows he can keep his secret, use them to promote hundreds of affiliate programs and make millions.

The real truth is that these so called gurus have no secret that really work. But what they have is a large e-mail list which they have built through e-zine and newsletter publishing for many years.

So they make their money by marketing their e-books and affiliate programs to these mailing lists.

If you have 50,000-100,000 e-mail lists which you have generated over 6 yrs, you’ll always manage to make a few thousands of dollars marketing any program to them especially if it is about internet marketing!

In conclusion, there are still a few online affiliate programs which are easy to market and generate obscene income and there are still many jealously guarded traffic generating secrets which work and which can explode your website traffic and sales and so make you rich instantly.

But they are not free. They will cost you some money.

If you’re ready to pay to sign up in any of these few online affiliate programs, and to get the powerful traffic generating secrets of millionaire webmasters, then you’re serious about getting rich from online affiliate programs.

May these insights about affiliate program, best affiliate program, free affiliate program, affiliate marketing program, top affiliate program, free online affiliate program, best free online affiliate program, online affiliate program, make money with affiliate program help you to attain success in your online business.

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If you don’t agree to these conditions, please don’t copy and use this article.

Anyone who violates this condition will be subject to legal action and payment of damages for violation of our copyrights. Thank you.

Understanding Marketing Communications

Messages applied to correspond with a market are called Marketing Communications. Marketing communicators or marketing communicator managers are also known as “marcom managers”. These managers are those who practice advertising, branding, direct marketing and promotions, graphic design, marketing publicity or advertising sponsorship, public relations, selling promotions or online ads. Marketing communications is a medium focused on product/produce/service as opposed to mutual communications where the motivation of communications work is the enterprise itself. Marketing communications is primarily demand generation, product/produce/service positioning whereas corporate communications handle issue management, mergers and acquisitions, litigation and many more. Construction and implementation of printed marketing collateral traditionally are the focus of communications for marketing practitioners. On the other hand, the practice to use tactical elements of branding and marketing speculative and professional research is improved to be able to guarantee stability of message delivery throughout an organization. Several trends in business can be ascribed to communications for marketing, for example the transformation of customer service to relations, and the revolution of human resources to solutions.

In branding, brand touch points are the prospects to contact stakeholders. The term “marketing communications” connotes the art and science of conveying information that the company wishes to disclose to the people. Such data may be related to product marketing, public proposals administered by the firm or launching a new product in the industry. The potential to effectively communicate is an art which not all people can be an expertise. Marketing communications may be an art and called science also because the way people communicate in a strategic plan implicates the expertise on the art and science behind that master is how we consider the factors influencing the facts like for instance, topics to be discussed, to whom they shall be presented and in whatever way of speaking they are accustomed to attain such task. Usually, complications take place in a scenario when an evolved market occurs like when it necessitates marketing the product, for instance, but the data already evolved. A phrase which is used to convey actions that convey marketing messages to your intended clients is called communications for marketing. This means it is all the activities you partake in to deliver your message across to you customers and other important prospects. Marketing correspondence is a compartment of the overall field of study widely known as marketing.

Marketing has a variety comprising price, place, and campaign, product launching, which involves the public, developments and physical indication, when marketing services. Marketing communication is apprehensive with the general behavior of an organization and their assessments which are promoted to stakeholders and prospect clients by means of these touch-points. Marketing communications therefore is a wide-ranging term that covers all the ways businesses cooperate and communicate with a market. Those in universal marketing, brand managers, Internet marketers, direct marketers, advertising agencies, publicists, public relations professionals, promotions specialists, and sales people all partake in some aspect of communications for marketings. For most, the supreme goal is to organize an incorporated, uniform impact across all forms of communication.

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