Month: February 2010
There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centred around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for “Growth Opportunities” in their categories by identifying relevant insights (both mindsets and behaviours) on their target Consumers, Shoppers and retail partners.
marketing and advertisingKeeping in mind the regular blogger’s state of mind and the Small Business Bloggers’, fact can be seen that the blog was not primarily seen as a sales vehicle. Relationship building was the most common reason for blogging, with only two interviewees failing to mention this point.
Blogging represents an opportunity cost for companies, consuming resources that could be employed elsewhere. The question examined in this section is whether the bloggers consider that the investment in time and money is justified by the results obtained. First, however, it is necessary to determine how the effectiveness should be measured.
blog marketing, branding, buzz marketing, marketing and advertisingDespite the intensive promotion of blogging as ‘the next big thing’ in the trade press (e.g. TOI, March 2008), a number of commentators are sceptical about the business potential of blogs. One of the most vocal sceptics is Rajesh Lalwani, a well-known direct marketing copywriter
buzz marketingIn the international market, according to a research conducted by Harris Interactive (HP, 2005), ten per cent of the small business owners polled had included weblogs in their marketing plans, suggesting that there could be a significant increase in small business blogging over the next few years.
During the past year blogs have become a worldwide cultural phenomenon. Once the preserve of technically-minded enthusiasts, blogging has begun to transform key areas of society such as journalism and politics and now seems set to rival e-mail as a medium for personal communication.
Viral marketing is a concept which has its origins in the Internet. The term was invented by Steve Jurvetson, a venture capitalist, to describe the method used by Hotmail to develop its e-mail service. Most of the standard marketing textbooks mention the term. For example, viral marketing as ‘electronic word of mouth’, while Smith and Taylor give the following description of the process involved….
marketing and advertisingBuzz marketing is normally just one of the tools in the marketing communication mix and does not necessarily exclude ‘traditional’ advertising. In some cases a product is so contagious that advertising is not necessary (Rosen 2000, p. 206).
buzz marketing, marketing and advertising