5 Keys For Influencing Purchasing Decisions

Just as technology continues to shift and evolve, so do people’s preferences for how they consume content when considering a purchase.

According to a recent study of decision-makers and executives considering a technology purchase, the preference for paper-based material such as brochures and data sheets continue to decline – down 11 percentage points from 2010 to 2011. The study seems to validate the idea that people are overwhelming turning toward online content for purchasing decisions.

Online content comes in many forms, but here’s what studies are showing to be the hottest trends for content distribution.

Website Is King

The one thing remaining constant is that corporate websites are still the most frequently used channel for obtaining marketing content. This means that you should focus on your website and consider it to be the “hub” of all of your online marketing efforts. No matter how much time and money you spend … Continue reading

6 Ways To Improve Your Online Marketing

The internet is an ever evolving platform. New tools and websites to market on seem to pop up every week, all claiming to be the next big thing, all claiming to increase your company’s profits.  The truth is marketing is marketing whether you are using Google Adwords, the radio, or the latest social media platform. The only thing that changes is the media ; the fundamentals of marketing will still bring great results if implemented correctly.

Here are 6 things you can do to improve you online marketing:

  1. Gain clarity on who your target market and ideal customer is and who they are not.  Most companies try to market to everyone and this is a very expensive mistake. Large companies can afford to have very broad marketing messages, however most companies need to focus on a small group of ideal customers that are more likely to purchase your product.
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Embracing The 21st Century Marketing Mix

Once upon a time, all good marketing plans included what was hoped to be the ideal marketing mix or the 4 P’s of marketing (Product, Price, Promotion and Place). It was assumed that the success of any company was dependent on have the perfect marketing mix. Considering how the internet has transformed the way consumers make marketing decisions, is the 1960’s concept of the marketing mix obsolete? The concept itself is still just as valid; however, to make the best use of the marketing mix, we must encompass this concept with today’s consumers.

It’s not enough for a company to have the best products or services available at the lowest prices. If consumers don’t know you exist or if they can’t find you, it’s impossible for them to purchase from you. Does this mean that product and price becomes obsolete? Absolutely not! Let’s take a look at how the modern … Continue reading