Creating Great Marketing Communications: The Art and Science of the Written Word

Great marketing communications isn’t rocket science. Yet, there is a mix of science and art to achieve the right mix of eye-catching style, valuable content, and grammatical excellence. The skills necessary to produce it can be dauntingly elusive. And nothing can wreck the efficiency of precious marketing dollars than a mixed message or one that is poorly communicated. Some 45 years ago, when newspapers, radio, and television were the only communication vehicles, Marshall McLuhan stated, “the medium is the message” (and the 21st Century’s growing media choices seem to validate McLuhan’s famous quotation), and for business today, carefully considering multiple media for delivery of your critical message has never been more important. For small business executives, delivering your core message isn’t easy, amidst the flood of new and old media available today (web sites, blogs, social networking sites, podcasts and webcasts, e-mail blasts, local/national television commercials, radio spots, and print advertising). But it starts, as it always has, with the written word.

The current economic environment has spawned many providers of new and excellent services to help you with the art and science of marketing your business. But quality content still remains at the heart of any marketing message. In fact, it is more important than ever. Marketing automation technologies can churn out corporate messages in tremendous volume, but the quality of these messages (including the style, grammar, etc) can make or break your marketing effort.

Few things will distract a customer’s attention from effective messaging than misspellings, grammatical mistakes, or awkward sentences that must be reread before their meaning is eventually revealed. Publishers have learned that the reader’s eye can be subconsciously drawn to errors, like poor spacing, bad syllable breaks, and repeated words, breaking the reader’s train of thought. This happens regardless of the medium: E-mails or text messages are perceived by the mind’s eye just as a magazine or book might be. Text messages or twitters, which are intentionally misspelled or incorrectly abbreviated so that they are easily typed, are not always easy to read despite their brevity.

Many small companies have employees who can handle information technology or Web-related tasks. Consider the E-mail blast that mentions the July issue of your newsletter: One that you’ve spent considerable time, effort, and money to develop. However, the E-mail says July 2009 not 2010. The customer wonders why you’re sending old, possibly obsolete, information. There is a saying that a customer believes they will be serviced the way they are sold. The same can be applied to how they are marketed.

How many times have you been annoyed when visiting an interesting website, found some information that can be useful, and clicked on a malfunctioning link? It stops you (and other potential customers) dead in your tracks.

And many small business owners can relate to this scenario: You develop a product brochure to be used on the company website and printed for future marketing efforts, like an upcoming convention. The day after it is printed, mailed, or posted, you notice an embarrassing typo: The name of a well-known client has been misspelled. Or two product photographs have been switched. Or the contact information has been dropped from the back cover. Do you want to spend time and money reprinting a necessary marketing communication?

Editing and editorial services, in general, may be overlooked, especially in tight economic markets. Doing so, however, imperils a small business’ marketing efforts. Spending hard-earned dollars to upgrade a website, launch an email newsletter, use Google AdWords, or produce other marketing collateral, without having the editorial skills at hand to make that investment payoff, is like building a house on a poorly constructed foundation.

Does your business have the capabilities to generate distinctive messages with precise grammatical structure, pristine presentation, and clarity of thought? Does your organization focus on the written word, and how your critical marketing messages are portrayed to potential customers?

Infusing quality communications into your business development and marketing planning can mean the difference between stagnancy and growth. To optimize business development and marketing efforts, business executives (small or large) ensure that its core message is integrated into all communications, from business cards and logo tag lines, from press releases to product brochures, and from websites to client E-mails.

Most small businesses, particularly those with fewer than 20 workers, do not have their own Communications Department. Often, senior-level employees take on the task of communications as well as marketing and business development. Recognizing the need to not allow coordinated communication efforts to stagnate in today’s difficult economic environment will be critical to business success in the near future.

One solution to generating high-quality marketing communications is outsourcing it to an firm with experience and expertise is the wide variety of media that are essential today. communications and marketing services is one extremely efficient method for crafting your organization’s message, publicizing it through various media, and producing needed results, whether you’re seeking more E-mail requests for proposals, increased traffic on the company’s website, greater recognition at local business meetings or events, or simply more sales.

The ability to isolate, identify, and effectively deliver your message is integral to communicating with current customers and reaching potential new customers and different markets.

More Critical Reasons for Integrating Editorial Services Into Your Marketing Efforts
• A Web home page must use its words sparingly, yet clearly communicate your value proposition. Visitors will read a line or two from the home page before moving on, so it is imperative to hold their attention with your company’s message.
• A one-page company “Fact Sheet” is a perfect leave-behind or follow-up E-mail attachment for a new prospect. Its style should concisely, but precisely, generate a clear picture of your company’s strengths and differentiating features.
• A press release can serve to announce new contracts, communicate with potential clients about new products, build credibility by highlighting completed work. Yet, creating a press release that provides more than advertising – ensuring that it gets exposure–is the key to success.
• A periodic E-mail blast or company newsletter can inform and can help you stay “top of mind” with your prospects. It can provide value-added information related directly to your services. Writing a custom newsletter can be easy task with solid editorial support.

Ecommerce Marketing Plan

Concept of Service

The current work deals with marketing offer of e-commerce service. It highlights the essential steps of marketing of a brand-new firm offering services of website construction, design, programming, development, and promotion. The service should be provided exclusively online via the site of the company. Online business operations include ordering, agreement on requirements, elaboration of design, and providing constant customer support.

The service implementation process should include the following stages:

– Defining goals of the site. This may include either physical meeting or discussion of the product in question via Internet.

– Developing the website structure. This stage is aimed at flashing out technical aspects of the site. It should include definition of necessary technology, type and specifications of site navigation.

– Website design and built. Developing layout and graphics of the site. This may include elaborating the company’s genuine creative approach in developing the graphic looks of the order, or complying with the requirements presented by the customer as to general look of the project.

– Website programming and built. This stage depends on details of each specific project and definite requirements posed as to the quality and level of the site. Also, this process varies according to the kind of customer and destination of the site contemplated. All features of the site are subject to examination and test by both company’s specialist and customer.

– Technical release of the site. Once technical aspects of the project finished, the customer should be provided with free consultation along with further site marketing and promotion services, techniques, and practical advice.

– Ongoing site maintenance. This is the stage when the job of creating the customer’s site is finished. But the company guarantees keeping all its sites current in terms of graphics, technology, navigation and usability. After release of the site, the company continues working with the customer as to establishing a schedule for the website regular review and maintenance to meet clients’ requests, accommodate users’ feedbacks, incorporating new system updates and new technologies.

It is a fact that the idea of the internet-commerce of this type is not brand-new, and for a new company to enter the market and receive profit out of its business, it is necessary to invent some novel elements in the service offered. The innovative elements that this project contains compared to large variety of competitors functioning on IT e-commerce market are based on combination of cost leadership and differentiation generic strategies (according to M. Porter, [1]). Therefore, the project is launched in B2C format, though there can be differentiation of customers and hence differentiation of the level and variety of services offered to each individual customer, and the project is for-profit, small business case.

This new business is intended to compete with both large business providers of site development services and small business representatives dealing with this issue.

Another unique feature of the project is wide variety of services included in one business offer. This includes: web-design, redesign of existing site, possibility of working with many programming languages, site management, allocation in search engines, animation, free hosting offer, email registration, web mail and POP3 access, ftp access, tools for web statistics, domain name registration, other services like full life website consulting, flash animation creation, elaboration of graphic and logo design, e-commerce and shopping carts, site management, administering and maintenance, banner ads, marketing, engine position enhancing and promotions, search engine optimization, software testing and even online training.

Industry Overview

The industry of e-commerce is one of the fastest and most dynamically developing industries worldwide. Today it is quite difficult to accurately define the impact of the Internet on commerce in exact figures, but according to the estimates by 2000 there were about 260 million Internet users worldwide and by mid 2003 their number has grown more than twice and reached 580 millions. By 2005, their number is estimated to reach more than 770 million.

These figures show that the Internet has become very important and significant business medium through which buyers and sellers not only conduct transactions that were earlier conducted live, but carry out online-specific business buy-and-sell operations. Only three years ago, in the first three quarters of 2002, according to the figures of Department of Commerce [3], e-commerce transactions amounted to more than 20 billion dollars. It should be taken into account that those numbers are significantly lower than the amount of actual real transactions.

Today, e-commerce is booming. Market size of e-commerce has reached immense volumes. Moreover, this growth tends to accelerate. While in 2002 total volume of retail American e-commerce sales was fixed at $44 billion, one year later it increased to 56 billion. Then, in 2003, online sales made only 1.6 of total sales, providing the ground to suggest that there is very large growth potential. Online sales are predicted to rise to 2.9% by the year of 2007. Thus, Internet economy force became more integral part of the entire US economy than it has ever been. Research conducted by the Cisco Systems (available at [2]) shows that the Web is transforming the way people work and the revenue from Internet transactions annually grows by more than 50 percent.

Jupiter Research [4] reports that American B2B Internet commerce rates increased noticeably over the past 5 years and amount from $336 billion in 2000 to $ 6.3 trillion in 2005. Jupiter mentions five industries that have more than half of all buying and selling operations online. These are: aerospace and defense, chemicals, electronics, motor vehicle and parts, and computer and communications equipment and software. Among these industries, computer and communications equipment and software is leading with estimated number of online sales in this 2005 year reaching to $1 trillion.

That is very important for the current study since the project in question is to be launched in computer and communications industry. Therefore, proceeding from the trends mentioned in the industry of electronic commerce, one can assume that the direction of one’s business connected to online service and e-commerce, notwithstanding powerful competition, has all the chances to further develop and gain success since this market sector is subject to enhancement, development and transformation.

Since the number of Internet users is growing and the number of companies willing to be represented on the Web is increasing along with the number of companies launching online business, there is very high and further increasing demand in providing programming, design, site development and marketing services. Therefore, a new firm in the industry theoretically has solid opportunities to enter the market, whatever saturated it may be, and successfully develop. On the basis of abovementioned, the outline of relevant business target market gets clearly seen.

Target Market

The target market of the project is very vast one. It varies from individuals with the minimum requirements as to functionality, appearance and program possibilities of the site, to large companies with more solid and expensive orders. Since there are very different kinds of customers with various interests and needs, each requiring different approach and professional level of performance, they should be segmented into distinct groups. By segmenting the customers, the company increases its chances on success.

The customers were divided according to the level of the desired product complexity. After such criterion, three levels can be distinguished: those requiring basic site development; intermediate level, and sophisticated one. Basic level implies comparatively low cost of services and is fine for individual customers, non-professional companies specializing, for example, in online selling of a small range of products. According to its name, this solution anticipates limited functionality, simple design, and quick implementation of the order.

Second group of customers comprises those with intermediate level orders. Such sites should include…

Full version of Ecommerce International Marketing Plan is available here [http://www.personal-writer.com/ecommerce-marketing-plan]

Integrated Marketing Communications: Why Is It Important?

Managing and coordinating the entire communications process calls for integrated marketing communications (IMC). But what is IMC and why is it important?

By definition, integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such plan evaluates the strategic roles of a variety of communications disciplines and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of individual discrete messages.

Considering that (a) the mass market can be fragmented into a multitude of mini-markets (with each mini-market requiring its own approach), (b) there is continuous proliferation of new types of media, and (c) there is growing sophistication of consumers, it is clear that there is definitely a need for marketers to utilize a wide range of communication tools to efficiently deliver messages to specific audiences. Marketers should therefore combine personal and non-personal communication channels to achieve maximum impact (i.e., employing multiple-vehicle, multiple-stage campaigns). Hence, it is clearly imperative for companies to move toward integrated marketing communications, and the absence of which results in uncoordinated communications and image diffusion.

A comprehensive integrated marketing communications plan can produce stronger message consistency. It can also help to build brand equity as well as create greater sales impact. Furthermore, it can unify the company’s brand images and messages as they come through multiple company activities. In simpler terms, IMC improves the company’s ability to reach the right customers with the right messages at the right time in the right place.

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