Marketing Move Into a New eCosystem

No mat­ter which indus­tries you are in, one thing you may already notice – almost every com­pany (small or big) is slow to move into the tech­no­log­i­cal arena, either you ignore it, or race to embrace, or at your own pace adapt into it slowly (rec­om­mended!), the fact is that , now, a whole tech­no­log­i­cal ecosys­tem devel­op­ing is before our eyes.

The ecosys­tem I am talk­ing about are these whole new meth­ods of online net­work mar­ket­ing, which pro­vide peo­ple with every­thing from enhanced lead gen­er­a­tion to high level CRM (Cus­tomer Rela­tion­ship Management).

In today’s com­pet­i­tive envi­ron­ment, it’s no longer about just sell­ing a prod­uct or ser­vice; it’s about devel­op­ing a com­mu­nity around your brand and encour­ag­ing your cus­tomers to inter­act and join. Mea­sur­ing an exact ROI is still dif­fi­cult to quan­tify, but social media has become an essen­tial mar­ket­ing tool. Vir­tu­ally all com­pa­nies, big or small, have acknowl­edged the pres­ence of it.

This type of new mar­ket­ing ecosys­tem can help your com­pany weave a suc­cess­ful strat­egy from dif­fer­ent forms of media and dig­i­tal world, it just like in nature — every­thing is con­nected to every­thing else.

What I mean is that, these tech­no­log­i­cal ecosys­tem are not just com­mu­ni­ca­tion devices to chat from, they gen­er­ate leads and help close sales by increas­ing expo­sure and devel­op­ing rela­tion­ships. They also serve as to improve your website’s organic rank­ing, as search engines are now send­ing traf­fic to your site based on these social net­work­ing “traf­fic sources”.

Speak­ing of gain traf­fic from social net­work­ing and micro-blogging sites, LinkeIn, Twit­ter, Face­book and MySpace are the four top sites to help you achieve that.

• Use LinkedIn for pro­fes­sional net­work­ing, for busi­ness refer­rals and leads. It is a great net­work to intro­duce peo­ple to your busi­ness. It has a pri­mary demo­graphic of males aver­ag­ing 41 years of age.

• Use Twit­ter to notify your clients, cus­tomers, or your poten­tial prospects toward your lat­est busi­ness devel­op­ments; pro­mo­tions and busi­ness ini­tia­tives. 35–49 years old is the biggest group in this micro-blogging plat­form. The twit­ter ser­vice help you stay con­nected with friends, busi­ness asso­ciates and more, using 140 char­ac­ters or less. If you don’t know, or not really clear, or not sure how to tweet, this Why You Need to Tweet and What to Tweet When You are on Twit­ter could help you.

• Use Face­book to tap into the foun­tain of youth. You can join in by city; coun­try; work­place; school, etc. They have many dif­fer­ent appli­ca­tions for you to use, such as the most pop­u­lar pho­tos appli­ca­tion, which allows you to upload unlim­ited pho­tos and share them with your friends, col­leagues, or fam­ily mem­bers etc; you can also post free clas­si­fied ads to those in your net­work. The fastest grow­ing demo­graphic in the Face­book are 25 years and older.

• Use MySpace to recruit, edu­cate, intro­duce and boost aware­ness of your busi­ness and indus­try as a whole. This inter­ac­tive net­work is a user-submitted site of friends, groups, videos, musi­cians, pho­tos, blogs etc. The pri­mary users are 18 years and older.

In addi­tion, as the media envi­ron­ment becomes increas­ingly com­plex and rooted in the dig­i­tal space, the exist­ing mar­ket­ing agenda and capa­bil­i­ties need to be re-tooled; mar­ket­ing orga­ni­za­tions, agen­cies and media com­pa­nies have to change at an unprece­dented pace as well.

The impact of new media is chang­ing the way mar­keters inter­act, tar­get and dis­trib­ute their mar­ket­ing mes­sage. For online mar­keters famil­iar with the PC envi­ron­ment, the world of mobile cab seems daunting.

Mobile adver­tis­ing is the other rev­o­lu­tion­ary way that gives mar­keters oppor­tu­nity to reach out to con­sumers for brand­ing or cus­tomer acqui­si­tion or cus­tomer reten­tion pur­poses. Even though mobile adver­tis­ing still in its early stages but stud­ies show that ad agen­cies big and small are all rush­ing to develop mobile-based pro­mo­tional tools — it’s going to be huge and it’s com­ing fast.

Some stats: 3.3 bil­lion peo­ple world­wide have mobile phones. Over 200 mil­lion oper­ate phones with text mes­sag­ing capa­bil­i­ties in North Amer­ica; over 174 mil­lion have phones capa­ble of brows­ing the web in North Amer­ica, check out: Mobile Mar­keter Guide

Whether you are tar­get­ing adver­tis­ers, media plan­ners and buy­ers, agency exec­u­tives, pub­lish­ers, tele–ser­vices pros, car­rier offi­cials and ser­vice providers, this Clas­sic Guide to Mobile Mar­ket­ing is chock full of infor­ma­tion on how to con­ceive, exe­cute and ana­lyze mobile ads campaigns.

It is a great read for all type of mar­keters cor­po­rate senior mar­ket­ing executives.

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