Month: December 2018

Marketing

The Unethical Secret to Target Consumer in 2019

John Ejiofor / December 31, 2018

The most important yardstick to measure successful marketing is the ability to reach your target consumer, convert them to do purchases, and make a whopping return on investment (ROI). This sounds rather simple but without being armed with the fundamental secret, you will still be revolving around a circle. Your target audience is that group you’re trying to sell your product or service to. The purpose of marketing is to reach that group and make them see the reason why they should be buying from you and nobody else. In order to reach your target consumer, however, you have to understand their motivations and habits as they pertain to your product. With this, you can fathom a better reason to make them buy from you. Marketing has been inundated with different ideas and means of reaching and converting potential consumers like the application of data science, using influencers, advertising, micro and hyper-targeting, affiliate marketing, and a host of others. While all these are ethical ways to target and possibly convert the audience, they will not make you wholly thoroughbred and an overwhelmingly successful marketer. In order to boost visibility and increase sales while sustaining a profit with a converting offer,…

Continue Reading→

Marketing

How Ads Affect Your Search For Information

John Ejiofor / December 29, 2018

A decision to purchase is reached after you must have gone through a series of processes which begins with the identification of the need for the product. The usual thing is to embark on a search which can be internal, external, or both. The internal search focuses on your memories while the external is market dominated or personal and interpersonal, inadvertently making organizations to score high on ads and branding. Your memories which stem from the knowledge you already have of the product are ultimately based on exposure, attention, comprehension & acceptance, and retention. 1. Exposure Exposure is based on the contact you have previously had with a brand and to embed such a brand in your mind, organizations resort to pulsing ads. Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods. This will not work for all products or services and is basically fit for product categories that are sold all year round but experience a surge in sales at intermittent periods. For instance, there is no point pulsing the ads associated with Christmas hampers all year round because they are only of interest for a…

Continue Reading→

Marketing

Why Data Science is a Must For Account-Based Marketing (ABM)

John Ejiofor / December 27, 2018

A study carried out by SiriusDecisions reports that 92 percent of participating B2B companies said ABM is “extremely important” or “very important” to their overall marketing efforts. But this is absolutely an uphill task without integrating data science. Data has been likened to the world’s new oil, though with some reservations here and there. A few years back, marketers did not see the need and did not have the necessary resources to embark on specialized means of reaching out to potential customers and businesses broadcast the same message to every single customer. With the world becoming a “global village” marketers have, however, being able to gain access to a wealth of individual consumer data and insights, making it easier to personalize their efforts for maximum effectiveness. According to the Economist, these titans—Alphabet (Google’s parent company), Amazon, Apple, Facebook, and Microsoft—look unstoppable. They are the five most valuable listed firms in the world. Their profits are surging: they collectively racked up over $25bn in net profit in the first quarter of 2017. Amazon captures half of all dollars spent online in America. Google and Facebook accounted for almost all the revenue growth in digital advertising in America last year. These “titans”…

Continue Reading→

Marketing

The Place of Quality Control (QC) in Marketing

John Ejiofor / December 24, 2018

Quality control and marketing can be likened to Siamese twins who are conjoined by the product or service an organization offers. While QC is always be-labored with ensuring that the product is of sterling and impeccable quality, marketing is preoccupied with how the product will leave the company and get to the consumers. It is not a hidden fact that we live in a technologically advanced world and with just a click prior to the purchase, consumers can learn about product information, such as size or color availabilities, manufacturing insights, and other necessary details. For sustainability, therefore, the brand must focus on commitment to quality product and customer satisfaction. A consumer survey conducted by PwC reports that the top three store-related mobile uses are for researching products (36%), accessing a coupon or promotional code (31%), and checking information about a retailer (23%). As such, it’s becoming increasingly apparent what modern-day consumers want: the right content. The lifeline of any brand is consumers and more consumers. If you don’t get the product right, you unnecessarily shot yourself on the foot. With the advancement in technology and the availability of social networks, any defect discovered in your product can easily go viral.…

Continue Reading→

Marketing

Consumers And More Consumers in 2019

John Ejiofor / December 22, 2018

Population in the world is currently (2018) growing at a rate of around 1.09% per year (down from 1.12% in 2017 and 1.14% in 2016). The current average population increase is estimated at 83 million people per year. This simply means that an estimated 83 million consumers will be added to the 7.62 billion world population as at mid-2018. The lifeline of any business is the consumer because it’s only when your products or services are purchased that you may be talking about profit and ROI. Your focus as a founder/CEO as you are going into 2019 and beyond should, therefore, be on the acquisition of customers and more customers. Targeting only 0.1% of the estimated 7.7 billion in 2019 will give you 7.7 million consumers. This will make very good progress for your business given that Amazon, one of the leading online retail platforms worldwide as of the first quarter of 2016, had 310 million active customers. This, however, is not something you can do out of the blues. It requires articulation, strategic approach, and adequate planning, especially now that the modern day consumer has become technologically savvy and advanced, with it becoming more apparent that the consumer wants…

Continue Reading→

Marketing

How to Up Marketing With Quality Assurance

John Ejiofor / December 20, 2018

The focal point of any brand is enhancing profitability by increasing ROI and reducing wastes. These two complement each other perfectly and fall at the “doorsteps” of the marketing and quality assurance (QA) teams. Bearing in mind that quality assurance (QA) is the process of verifying whether a product meets required specifications and customer expectations, as a process-driven approach that facilitates and defines goals regarding product design, development, and production it won’t be out of place to say that when you fail to make this the pathway to your product or service, you only succeed in making a wasteful process more efficient and you end up getting better at doing something the customer does not even want and will never cherish. It will amount to beating a dead horse if for any reason you expect the marketing team to go out there and convince customers that there is a product or service the quality was not assured from the onset. According to McKinsey & Company, “the 3 Cs of customer satisfaction” are “consistency, consistency, and consistency.” A report has it that with no marketing budget, zero connections, and a blog that was only a month old, Robbie Richards, grew his…

Continue Reading→