Tag: marketing

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Marketing Technologies That Every Marketer Must Use

The evolving marketing technology landscape is opening new doors of opportunities for marketers. In fact, marketing is now gradually transforming into a technology-powered discipline. Marketing technology refers to major initiatives, efforts, and tools that harness technology to achieve marketing goals and objectives. Several modern marketers agree that the use of new marketing technology tools available to them has helped in the rapid and significant increase in ROI. The right marketing technology tools also help companies to bring order to the overwhelming volumesContact US of data they collect from online and offline interactions. In this blog, we have discussed some of the key marketing technology tools that are available to companies today:

Top marketing technology tools 

Analytics

Marketing technology landscape has reached a point where now it is easily possible for marketers to track everything from their performance of channels, technologies, ads, to offers. Establishing a web analytics program for business would help the marketing team who know which data to use and how to use it. Analytics platforms help identify which marketing efforts are driving the desired results and which ones are not performing or needs to be taken down.

Email marketing

Email is one of the marketing technology tools that have been proved to be highly effective. Email marketing is not about spamming customers with promotional e-mails. It is a more tactical approach of getting people to give you permission to email them additional information and then sending only valuable content tailored to their interests. However, here it takes more than one touch to close a sale. This technique is so powerful because you’re staying in front of the prospective customers who have said that they want to hear from you.

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Why Marketing Management is the Anchor of New Age Businesses

Over the years, the concept of marketing management has gained increasing importance due to the rising market competition, the need for improved methods of distribution, cost reduction, and the increased profit rates. It is one of the most important functions in a commercial and business enterprise. The key importance of marketing management is that it helps businesses to guide their marketing efforts and identify and fulfill the needs of its customers, benefiting both thContact USe customer and the company. Marketing management processes are driven by clear objectives including cost efficiency, product quality, and customer’s need fulfillment.

Marketing techniques form the heart of any business success. The most perspective of your business largely depends on successful marketing. As famously quoted by Philip Kotler, marketing management functions involve the analysis, planning, implementation, and control of programs designed to bring about desired exchanges with target markets, aimed at achieving organizational objectives.

Importance of marketing management

The importance of marketing management is gradually being recognized by several modern businesses as it contributes greatly to the success of the organization. The following are some of the key factors that will help you understand why marketing management is important in today’s highly competitive marketplace:

Improves goodwill of the company

Goodwill refers to the established reputation of a business. A company’s growth often rests largely on the solid reputation that they manage to build for themselves. In short, the company’s image in front of the outside world is the soul of the business. And only having the right marketing strategies can help any company to build a strong reputation. Goodwill can be built by identifying the best opportunities worth pursuing as well as the threats to be avoided.Request Proposal

Product launch

For new products/ services are introduced by companies they need to be made known to potential buyers. For businesses that are struggling to get acquainted with their potential customers and build long-lasting relationships with the customers, the right marketing management functions play a vital role in creating brand awareness. The importance of marketing management lies in the fact that it helps to understand the customer needs, improve the product and/or service, provide the right tools at the right time, and more importantly saves more money for the business.

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A Marketers Guide to the New Digital Marketing Trends

From taking over smartphones cta irto becoming a part and parcel of social media, digital marketing trends have evolved drastically over the years. Apps like ‘Pokémon go’ that have fared considerably well in keeping the audience hooked on is proof enough that modern consumers are willing to opt for well-crafted augmented realities and artificial intelligence. Furthermore, the rise of new marketing trends like the use of home assistants like Alexa, Siri, and Google home have taken digital marketing to a whole new level. As consumers become savvier and more skeptical towards advertisements, the next step for marketers is to identify the best ways to gain audiences’ attention and turn them into a conversion. Here’s a look at some of the new marketing trends this year that agile marketers must take advantage of:

Digital Marketing Trends 2018 

Voice search

Voice search is one of the new digital marketing trends that have gained immense popularity among users. Unlike a traditional search query that gives back several links and answers, voice search responds with one direct answer that is most relevant to the question. New marketing trends like voice search will prove highly useful for marketers in gaining a better reach when it comes to their target audience. Companies must ensure that the main providers of voice search such as Apple, Google, and Microsoft have the correct facts and authentic information about the business.Get More Info

Event marketing

New marketing trends such as event and experiential marketing are seeing a big resurgence. This is prompting several brands to lean in further to these types of digital marketing trends. For instance, in the case of music tour sponsorships, brands can engage in superior venue activities that will enable the audience to interact directly with them. This will also give brands the opportunity to get broadcasts out to a much larger digital audience.

User-generated content

Today’s consumers crave for authenticity from brands. When marketers are looking at adopting new marketing trends, they must ensure that their strategies and content are original. This is one of the important factors that draw customers towards a particular brand. Today, customers tend to pay more heed to what others say about your brand, more than what you claim about your brand. So, it is essential for brands to rely on user-generated content to promote their products and services.

Interactive content

Interactive content is definitely one of the hottest digital marketing trends to keep an eye on this year. Soon, interactive web experience will take the lead in engaging visitors experiences and creating more compelling, animated, and visual content. Furthermore, the use of new marketiContact USng trends like interactive content is a great way to grab the attention of customers and keep them engaged for a longer span of time.

Account-based content marketing

Account-based content marketing is one of the popular digital marketing trends among b2b companies. This allows marketers to target unique individuals within a company and create a unique and highly-targeted user experience. This is mainly done by offering customized content journeys with micro-sites, landing pages, and images and/or calls-to-action for individual customers.


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4 Tips to Improve Your Marketing Research Process

Today, it has become quintessential for businesses to understand the fact that the concept of marketing has evolved and become more consumer-centric. Satisfaction is now the new aim of marketing, and to achieve this, companies need an appropriate marketing research process in place. 

With constant changes becoming the new norm in business activities, the only thing that remains constant is the need for establishing an effective marketing research process. Every marketing research process helps companies to evaluate market opportunities and take business decisionsGet more info based on hard facts. It is, therefore, the backbone of every successful business initiative. However, today we see that most companies prefer to cut costs when it comes to a marketing research process since it is resource intensive. While this may not be the best business decision, most companies have started following this logic during product or service launches.  Marketing research doesn’t always have to be an expensive affair, as many start-ups have shown, if companies are following the right set of protocols.

So, without further ado, let’s look at some of the best ways companies can improve their marketing research process:   

  • Define “YOUR” problemmarketing research process

This is perhaps one of the most critical steps in establishing a good marketing research process. In this step, companies have to define the scope and aim of their research. This would help businesses determine the information that they need and how they can go about collating that information. Properly defining the scope of the marketing research process can help business stakeholders to deal with the overarching business challenge, such as loss of market share or how to market products or services to a specific sub-segment of users.

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Developing questionnaires that cover your business challenge and examining the actual cause of these issues can help businesses to filter out the unnecessary data. To effectively define “YOUR” problem, take into account as many variables and their causes, respectively.

  • Plan your researchmarketing research process

Once the first step has been completed. The next task involves the process of planning an extensive research approach. This marketing research process can only be carried out once the preliminary step of establishing the research scope has been completed. The research plan or approach can be overwhelming to create since it includes steps and methodologies that can help answer or explore the opportunities uncovered in the first step. Every research technique comprises of the following:

– Interviewing potential customers to obtain feedback

– Conducting surveys with industry stakeholders to gain industry insights

– A/B testing on your businesses’ website to understand customers’ perception

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Disadvantages of Marketing Strategies for Product and Services Promotions

Your business is new, not many people know it yet. The product or service is really good, but how do you tell the masses about it? Organizations big or small all rely on marketing strategies for product and services promotions to get a word about their brand out in the market. That’s how people come to know about new products and services and their benefits. As a result, companies pour in millions of dollars in marketing strategies for product and services promotions hoping it will yield them an increment in the sales figure. Sometimes, it works, and sometimes, it just doesn’t, sending all the hard-earned millions down the drain. One should be wary of the pitfalls and disadvantages ofRequest Proposal these marketing strategies for product and services promotions to survive and grow in the market.

The cost to quality perception

How often do we see an item on sale or its price chopped off significantly? Pretty often. Companies hope to increase their sales volume by lowering the cost, thinking the simple demand-supply equilibrium will fetch them extra dollars. But often it so happens that a consumer sees it as a sign for reduced product quality. For instance, supermarkets often mark down the price of a product when they are about to expire. So a consumer will think twice before buying a marked down product.

Customers get habituated to promotions

One of the major disadvantages of marketing strategies for product and services promotions is that over time, consumers will get habituated to it. For instance, if a consumer knows that a certain store always offers 50% discount, then the consumer would be unwilling to buy when stores sell products in MRSP. They will even be hesitant to buy undiscounted products in the future as they already set the base price they are willing to pay for that product.

Dubious long-term success

Apple products barely go on discount. If your store were to sell Apple products with 30% discount, then there will a long queue of customers waiting to buy the product from you. It boosts your sales; however, you might not gain much in profits. A pressing question to ask here would be, will the customers come back to make a purchase if the offer was reverted? They will either go the Apple store or go to another retailer who may offer some discount. As a result, the long-term success of marketing strategies for product and services promotions seems dubious.

High-demand

It is only natural for the demand to go up when the price is brought down by promotions. Sometimes though, such a growth in demand could go out of control. Suddenly, customers who weren’t even interested in the brand would jump on the opportunity to buy the product. Customers who actually were thinking on the purchase may miss out on this opportunity and the company may thus alienate loyal customers. Running out of inventory causes trust issues and negatively impacts the brand.

Cut-throat competition

When you come up with marketing strategies for product and services promotions, your competitors won’t stay quiet either. They would most likely respond to a price drop with higher price drops. This, in turn, leads the company into a downward spiral for price reduction which affects the profit margin over the long-term.

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Fast Food Chain Develops Customized Offerings with The Help of Market Segmentation Solution

Market Segmentation StudyLONDON: Infiniti Research, a global market intelligence solutions provider, has announced the completion of their latest market segmentation solution for a renowned food chain client. The fast-food industry is flourishing despite the weakening global economy and increasing awareness of health risks. The global fast food market has been witnessing growth prospects due to rise in globalization and urbanization.

“The market segmentation solution offered by Infiniti assisted the client to comprehend and view important metrics such as the current performance, past performance, and pipeline. Subsequently, they were able to generate better sales and explore and analyze the characteristics of potential customers.,” says an expert at Infiniti Research.

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The market segmentation solution helped the client identify the customers with common characteristics. Additionally, the solution also sought ways for the fast-food chain to devise effective marketing strategies based on the needs, tastes, and preferences of the customers.

Additional benefits of the market segmentation solution

  • Bring innovations in packaging and labeling to attract customers
  • Drive engagement with customers through personalized offers
  • To know more,  request a free proposal

 

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Why Should Every Business Consider Using Affiliate Marketing

Today, almost any business or process can be outsourced. Outsourcing saves companies both time and money. However, some forms of outsourcing have evolved to a smarter way of conducting business. Although not technically outsourcing, affiliate marketing is currently widely used by businesses to increase their sales. Some companies even consider affiliate marketing to be the most effective marketing strategy. Affiliate marketing is a win-win situation for both the business and the affiliate. Currently, numerous affiliates run their livelihood using affiliate marketing. Many a time, these affiliates also act as influencers enticing consumers to choose a particularRequest Free Proposal brand. There are multiple benefits of affiliate marketing for both publishers and advertisers.

Benefits of affiliate marketing

Affiliate marketing benefits for the publisher

Low investment

Affiliate programs are elementary, to begin with, which requires little to no investment. All the investment needed is to set-up a website, which can cost as less as $10. Also, its relatively easy to set up an affiliate program. For instance, Amazon has a separate tab where anyone can choose to become an affiliate. The company merely provides UTM codes for links that point to their website. When a sale is made, the publisher gets a certain percentage as commission.

Low operating cost

Apart from the low levels of initial investment required, the upkeep costs are also pretty nominal. The only operating cost will usually include hosting fees and the time invested in maintaining website and content.

Generates money in the long run

Affiliate marketing is an ingenious marketing strategy, which yields money even when the website is not updated on a regular basis. Once the content is set, people will still visit the site in the future, and any transaction that takes place from the website will fetch commission for the publisher. However, this is not to say that once everything is set, all is done, publishers still need to refresh their websites in order to increase their revenues.

Affiliate marketing benefits for the advertiser

Low risk

Affiliate marketing is often considered to be the most effective marketing strategy as advertisers only pay money when it works. Consequently, it also leads to a higher conversion and success rate. Businesses don’t have to pay anything in case affiliate marketing is not working.

Low entry price

Businesses don’t need to be huge or have a large fund to start with affiliate marketing. Just a functioning website with products is enough to get started. Since businesses only have to pay when a sale is made, they can pay the affiliate from the sales money requiring no extra investment.

Better SEO ranking

It is evident that high-quality external link is one of the most significant ranking factors in SERP. Since publishers direct some of their traffic to an advertiser’s website, affiliate marketing helps build quality backlinks, which will help them rank higher in the SERP. Additionally, since the affiliate website will be from the same field, site relevance will further help increase the rankings.

Additional traffic

An advertisement placed by the publishers on their sites will redirect some of their traffic to advertiser’s website. Although most of it will not convert to sales, the website will receive extra traffic, and also acts as a branding tool. It can also serve as an effective marketing strategy if the goal is to build brand awareness amongst the customers.

For more information on affiliate marketing as an effective marketing strategy and how publishers and advertisers can use affiliate programs effectively:

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Essential Marketing Strategy to Sustain Yourself in the Chemical Industry

Marketers often come up with hundreds of marketing ideas for FMCG or any consumer-facing brands. The same managers will often struggle to bring about many such ideas when it comes to B2B marketing. Such limitations are caused by the finite number of channels available for promotions and advertisements. Marketing gets even tougher when it comes to the chemical industry due to stringent regulations, product diversity, and globalization. However, marketing strategy is essential for chemical companies for their survival and global expansion. Product differentiation can be hard to achieve as all chemicals are usually made up of same components, and their content IR_Brochureis usually mentioned in the packaging itself. Consequently, players in the chemical industry have to look at a innovative marketing strategy to compete in the regional as well as global market.

Strong branding  

Branding is a critical part of the marketing strategy for not only consumer goods, but also in B2B communication. Although consumer brands spend millions of dollar in developing brand awareness, marketing industrial products doesn’t need the same kind of commitment. Customers in the chemical industry are ready to switch brands if they get the chemically equivalent product. Chemical companies need to fight hard to create a unique brand-name in the market. Delivering quality product consistently and providing support and consultancy can help build a reputable brand name. As a result, branding is highly dependent on pricing and performance of the supplier. This is the reason why buyers aren’t hesitant to purchase from established brands such as BASF SE, DuPont, and Dow Chemicals.

Direct Sales

Since chemicals are a complex commodity, there’s a lot of information that needs to be conveyed to a prospective customer before finalizing a sale. Mass marketing mediums don’t work well as it can only communicate a limited amount of information. Consequently, a strong sales team is required to persuade the client to purchase by presenting company’s superior product portfolio. It is essential that all members of the sales team are on the same page with each one of them trying to promote the same key product delivering similar messages. The role of a salesperson is more consultative in nature as they try to suggest the right product that will fit customers needs. Additionally, providing samples and demonstration can increase the possibility of sales.

Offering multiple service levels

Although most chemical components will have similar pricing across all suppliers, the price varies because of additional service provided by the supplier. In a bid to exhibit pricing competitiveness, chemical companies can offer multiple service levels at different price points rather than bundling the same service across all products. For instance, companies can include only essential services with their standard products and use automation to lower costs.

Online presence

There’s a saying that’s gaining prominence in the world of digital marketing which goes, “Your business does not exist if it’s not there on search.” Today, a vast majority of new players and companies who are looking to expand rely on Google and other search engines to identify capable suppliers. They do their groundwork in terms of product offering, pricing, and other services. Thereby, becomes essential for chemical companies to have a functional website with a good search ranking and all the relevant information which are required by the customer. They can also bolster their online presence using search engine marketing (SEM) and native and display advertisements. A mix of traditional and online marketing often delivers impressive results. Additionally, social media can also be leveraged to generate brand awareness. Recently, many companies have utilized YouTube videos to share their B2B success stories and convey their product capabilities.

For more information on innovative marketing strategy in the chemical industry and brand awareness:

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Five Killer Marketing Strategies for Food and Beverage Businesses

The food and beverage industry is one of the most exciting businesses out there that will sustain itself even in the time of economic hardships. This is because food is one of the basic needs of any human being. However, it doesn’t imply that having an F&B business will guarantee profits. It’s actually highly competitive; it wouldn’t be surprising to see multiple food chains on the same street or hundreds of brands selling the same food product. So how do you ensure survival and profitability in this highly competitive yet lucrative market? One of the most obvious answers is devising a highly effective marketing strategy. But of course, that comes after being able to make good food. It is equally important to tell people how good your food tastes. So what are the critical factors to consider while creating a marketing strategy for food and beverage businesses?

How do you develop a marketing strategy?

Marketing strategy 1: Brand positioningGet More Info

When it comes to food, the play area is limited, so most of the players will try to go for superior taste. However, that doesn’t create differentiation and a lasting brand positioning. It is essential to establish perceptions in the mind of the consumers when it comes to specific attributes. For instance, restaurants can position themselves as the place to get the spiciest food, place with a unique experience or theme, super-fast service, authentic American steaks, or a family friendly restaurant.

Marketing strategy 2: Product packaging

Many studies have concluded that when consumers are shopping in a retail setting without the motive of any particular purchase, the buying decision is highly driven by attractive packaging. Who can blame consumers for picking up an attractively packaged chocolate only to find out the taste doesn’t live up to the expectation. So everything from logo design, use of elements, fonts, and packaging style to the material used will be analyzed by customers before making the decision. After all, consumers have a perception that what you see is what you get.

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Infiniti’s Marketing Strategy Helps a Quick Service Restaurant Client Improve Customer Loyalty Through Targeted Ad Campaigns

In the current scenario, the quick service restaurant industry’s growth has been spurred on by globalization and the general increase in the income of the global population. The rapid economic growth has also enabled the creation of a new market for the quick service restaurant space, owing to the increased demand for and consumption of convenient, quick serving, and ready-made meals. The high demand and popularity of these businesses can be attributed to several factors including the handy dining experience offered at a relatively low price. Speed in service, competitive pricing, and convenient locations mark the characteristics of a typical QSR. Furthermore, quick service restaurants are considered to be low-risk ventures in terms of investments and operations. However, changing customer preferences, increasing demand for quality, and extreme competition pose challenges to firms operating in this sector.

Let’s take a look at a few impediments for players in this industry:

  • Technological factors: Technological factors have been an important influence in the quick service restaurant industry. Technological factors have brought about significant changes in the way food brands interact and engage with their customers. Moreover, they also affect the marketing and advertising strategies of brands.
  • Increasingly saturated market: The quick service restaurant space is currently booming and businesses operating in this sector face stiff competition from their peers, leading to the decline in individual store sales. Hence, firms have started focusing on developing strategies to enhance customer loyalty and gain a competitive edge.

To overcome such challenges and to enable smooth functioning several players operating in the quick service restaurant space are leveraging the use of marketing strategy solutions. Marketing strategy helps companies focus on customer retention to increase the visibility of the brand. IR_BrochureAdditionally, our solutions help clients develop lasting relationships with their customers while developing ways to improve loyalty and trust with both the current customers and prospects.

The Business Challenge

  • The client: A Quick Service Restaurant

The client, a leading player in the quick service restaurant space, with outlets spread across the globe, wanted to devise effective ways to monitor consumer demands and expectations. The client was looking at implementing certain methods which will help them reduce service time and drive customer satisfaction. Additionally, in order to achieve long-term success, the client wanted to build loyal consumers through a strategy of relationship marketing approaches. Quick Service Restaurant

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The Journey

Infiniti’s team of marketing strategy experts carried out extensive interviews and discussions with prominent stakeholders, to gain a detailed understanding of the current market scenario. Moreover, our experts were also successful in gathering information from primary sources including industry experts, researchers, consultants, and distributors. They also explored secondary sources like newsletters, business journals, and market research data.

The Solution Benefits and the Business Impact:

The solution’s offered by Infiniti’s marketing strategy experts assisted the client in improving customer loyalty through targeted ad campaigns. Our solutions also helped the client in identifying promotional strategies to enhance their profitability and maintain a successful business performance during the recession in an economy. The client was able to divide their end-consumers into navigable segments and develop effective campaigns based on their preferences. Based on a combination of past performance and future projections the client was able to set their goals. Furthermore, our solutions helped them develop a consistent level of brand recognition amongst the target segment.

The Future

Around the world, QSRs are investing tens of millions of dollars in offering mobile on-the-go service to their customers. Technology will continue to play a pivotal role in transforming the industry, as technology is one of the assets that aid in offering a seamless customer experience. Moreover, restaurant brands who understand their customers, capitalize on digital/technology investments and analytics, and seize upon the opportunity to engage customers in an extremely personalized way can drive increased dining frequency, check size, customer conversion, and loyalty.


A must-read case study for strategy specialists and decision makers looking to develop an understanding of the quick service restaurant sector

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