Bad players will be thrown away

People are more likely to buy from people or brands they’ve known for a while in social media, which gave them steady relevant content…

The internet and social media set new standards in the whole commercial process. People are more likely to buy from people or brands they’ve known for a while in social media, which gave them steady relevant content.

Most entrepreneurs (or fakepreneurs) still don’t know what’s really going on in marketing nowadays. Those who claim to be “experts” in digital marketing don’t even know what real marketing is about, especially in the 21st century.

I explain this very well in this article:

Traditional Marketing is not dead

The truth is: bad players will be thrown away. What do I mean by that?

  • Bad communicators won’t sell their products
  • New products by unknown brands will struggle to reach their audience and sell
  • Billion-dollar brands will disappear because they’re ignoring this movement
  • Fakepreneurs will continue to rise, and then disappear
  • Millions of dollars will still be burned in wrong advertising, then comes bankruptcy
  • Relevance is always king

No doubt all that came with the internet and the mobile world. All sorts of businesses should constantly be reviewing their marketing and communication strategies to satisfy their costumer.

The customer is eager and knows what to buy

This perhaps hasn’t been and won’t be a universal truth, but that’s how you should be handling your marketing.

Especially if you’re new to the market and won’t be burning millions into paid advertising, you should be offering high relevance content to your leads and people who follow you on social media. It’s the type of content that will make them stop scrolling their feed to read, watch and pay attention.

Continue reading “Bad players will be thrown away”

Traditional Marketing is not dead

The internet is filled with “digital marketing specialists” but they don’t even know what marketing is

The internet is a baby universe. It changes too fast for book authors to explain it and we have little control or prevision over it – in five years, everything can change (again!). Ten years ago we had a different environment:

  • Bad smartphones in customer’s hands (iPhone was just getting started);
  • Scarce amount of apps to download;
  • Low mobile connectivity;
  • Email was the biggest thing in smartphones (or PDAs, we forgot about that term);
  • Online shopping existed, of course, but 99% of it was through computers using a now obsolete infrastructure (the UX was effective at that time, but today it wouldn’t be attractive or useful at all – just to explain that almost everything changes in terms of design).

Today, online retail is five or six times bigger. We can do it from our mobiles or even smart watches. Amazon’s 1-click ordering can get a product shipped in our homes in thirty minutes – it is handled through robots across the warehouse to a drone that will land in our yard.

Traditional Marketing is not dead

And it won’t be.

Digital Marketing is Traditional Marketing applied to the digital environment. The internet brought little transformation to the essence of marketing, but digital marketing specialists and gurus tell you that digital marketing is brand new and you can throw away all your old marketing books. They’re talking bullshit. Run from them if you want the real thing to your business. Their thirty-dollar e-book is filled with motivational advice, communication tips (poorly developed) and more bullshit – it won’t make your business grow from advertisement.

The internet changed the way we communicate and we’re sharing more. You are constantly looking for human recommendations of products, so you can make a better decision. That’s why you go to TripAdvisor and Yelp! to learn about hotels and restaurants. In this new environment, personal decisions are essentially social decisions.

In early stage of interaction between companies and customers, traditional marketing plays a major role in building awareness and interest. If the interaction grows, customers demand closer relationships with companies – digital marketing rises in importance. Driving action and advocacy are big roles of digital marketing.

Loyalty to your brand is the most significant status you can have, even if a non-buyer advocates your brand – and this is possible. Tesla electric cars are well respected and advocated even by non-buyers. We have a new customer path and it is not necessarily a fixed customer funnel.

Most digital marketers are only communicators

And most of them are amateurs.

Marketing requires metrics and effective plans to sell your product. This is the essence of advertisement – to sell your product and, if it’s good enough, have a loyal customer that will advocate your brand.

David Ogilvy stated in his Confessions that good advertisement could sell bad products – but only once. Back in the 1960’s, Ogilvy knew exactly what is still happening nowadays. Creative geniuses arise from scratch with $100 on Google Ads, redirecting you to their template page. There, you will find some killer advanced marketing techniques like:

  • How to get 100 k followers on Instagram;
  • Learn my killer marketing approach;
  • Subscribe to my mailing list and get my e-book about the killer push strategy…

99% of those geniuses have no intrinsic value. They’re not real marketers. You can buy 100 k or more followers in any media you want, but that doesn’t mean you’re going to sell. Your organic rate will be zero – and good sales come from organic people that follow you.

Communication by itself is not marketing. Tips on how to post on Facebook, Instagram and Twitter is communication – there’s no consistent path to have customers, keep them loyal and expand profits. Offer, demand and sales process – this is marketing.

Traditional + Digital: the Real Thing

The integration between both is the real differential – some businesses can even disappear or build no visibility if they don’t integrate.

Marketing always starts with segmentation. Companies divide the market into homogeneous groups according to their demographic, geographic, psychographic and behavioral profiles. Segmentation is followed by targeting – selection of segments that the brand is engaged to pursue based on their fit with the brand [targets].

Segmentation and targeting are from traditional marketing and it doesn’t change on digital.

Here’s what the traditional marketing approach help us on:

  • Segmentation and Targeting
  • Brand positioning and differentiation
  • Strategic Marketing and Selling Approach
  • Value-creating services and processes.

Here’s what digital marketing help us on:

  • Customer community satisfaction
  • Brand awareness and clarification among community
  • Co-Creation from customers and communal activation
  • Collaborative Customer Care

Remember when you had a problem on your iPhone or Mac, you googled about it and ended up reading a forum page from Apple? That’s collaborative customer care – a cheap but valuable approach that companies can have. Loyal customers get engaged by helping others and also help on co-creation: Apple knows what’s wrong with their products and can have a glimpse on what customers really want.

Brands that really have value deeply understand online + offline interaction among customers.

 

 

 

 

Paradigms: fear and decisions

It must be already clear: all you think, speak and decide is guided by your inner-paradigms and that is your mind’s dogma to deal with your daily actions. Even though your dreams are shaped by them and all you do in your life has only one reasoning: to make sense to your own paradigms. They tell a lot about yourself, what you have been thinking and doing recently and, above all, what you’re afraid of.

In synthesis, if fear happens in a big part of your day, it guides your thoughts, goals, actions and dreams. In a practical sense, fear will drive your decisions: go out or not, buy what you wish or not, change your life or keep in the same forever, travel or stay at home… Unfortunately, I watch hundreds of people in this position. The absence of strong decisions generates most part of the revenue of the antidepressant industry.

Decision is a key part over the course of life. Trade your car is a decision. Move out of town is a decision. Being financially independent is a decision. Reading this article was a decision entirely yours and it is now affecting you somehow.

All this blend of words becomes information that are interpreted by your brain and stored in one of your three sorts of memory, relying on the paradigms you have at this very moment. If you have paradigms that make you find these words interesting, their key concept will be stored in your intermediate-term memory and, if you develop it for more time, it will grasp in your long-term memory. If that happened, congratulations! You have just built a new paradigm and it will affect all the ones you already have.

 

Through an insight like this, many left their insecurity behind and started having solid decisions on what they really want. Obviously, for a paradigm to be embedded  in our mind it has to be developed for some time over a set of actions. But relax, all this is done for you automatically, your big brain does to you. In a conversation, for instance, you don’t spend hours picking the words in order to your sentence make sense. They are selected by your mind in a fraction of a second, handling you a fluent chat. The same happens to your acts, your paradigms will guide you through your whole life.

Online publicity: a real core business

Learn how digital marketing is leading the sales of many companies and how you should apply to your business or be a digital marketer

The internet opens brand new markets and demands to explore and create on a daily basis. Digital marketing is a very powerful area to explore: it makes consumers buy advertised products and the people behind it are needless of a four-year degree to be in business. Instead, a creative mind and a sensitive understanding of the purpose are the substantial requirements.

1) The purpose

But what is its purpose? Results. Increased sales is what makes pre-internet companies seek digital marketing. For most startups today, this sort of publicity is the only reason why they profit (and also a great product).

Bigger profits are the motivation for companies to produce innovations. It’s not a romantic purpose, but any attempt of business that act otherwise will fail. According to David Ogilvy – the father of advertising – “if it doesn’t sell, it isn’t creative”, that’s a quote I always have in mind when I’m dealing with sales.

2) Social media marketing

Social media is the real Columbus’ Egg of the moment.

It’s such a powerful resource and in a personal level. While checking out your friend’s vacation pictures, you also pay attention to the advertisement right after. Through your cookies history, sometime you’ll access one of those and make someone profit. And, of course, Facebook is profiting at all times.

A Facebook page is almost mandatory for most businesses. Even big ones, like Microsoft and Apple branches, use the network for advertising services and apps. So why shouldn’t you?

# Your store can be attached to your page. Find more on http://www.facebook.com/store.tab/

3) Email marketing

Email was vastly used for marketing years ago and is still interesting for some niches. As users and automated mailboxes consider email ads as spam, there’s a big chance that it won’t be opened.

A subscription list is still an efficient way to keep your clients always in touch with your company and new services and discounts it offers. Anyway, this subscription should be engaged in your webpage through a simple “sign up” or during a cashier sale as many retailers do.

# The best strategy is a deep understanding of your niche. Speaking to your clients, conducting surveys about daily habits at home and work will help you get a better advertisement planning. If you know they’re on Facebook all day, then you have a direction to go.

What else?

# Google AdWords 

#Search Engine Optimization (SEO)

 

Camps.