Marketing

From the beginning we have believed in a long-term relationship with our clients and came to realize the importance of a correct marketing approach to complete a long term marketing strategy.


As a strategic graphic design agency that specializes in marketing management, it is our duty to ensure that we offer our clients the most comprehensive marketing campaigns, giving them the best value and results for their marketing budget.

 

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Page Index:

- Marketing quick links

- Marketing management terminology

- More about Marketing

 

Marketing  - Quick links:

  • Swot Analysis
    Added value in terms of marketing strategies The first step is for us to understand our client's business and their branding. We meet with the client for a strategic planning session to perform... Read more...
  • Market Analysis
    A clear comparison should be done on your competitors, establishing the previous campaigns and mediums that was implemented and the success rate thereof. Our clients are set mainly in the corporate... Read more...
  • Determining your LSM
    LSM stands for Living Standards Measure. Developed by the South African Advertising and Research Foundation (SAARF), LSM has become the most widely used segmentation tool in South Africa. It is a... Read more...
  • Marketing Strategy
    Double U Media provides a pro-active approach that focuses on a personal and reliable service with a creative and unique side on implementation.  Not only do we create brilliant advertising... Read more...

Marketing Strategy examples...

 

Marketing continues

By specializing in a wide range of in-house services, it enables us to provide a more cost effective solution throughout your marketing mix. We can offer the most reasonable rates; because once a design has been conceptualised and implemented we merely manipulate the illustration in order to accommodate for the various mediums, in completing a campaign.

This philosophy applies, due to our broad spectrum of both above and below the line advertising we specialise in.

In order for a company to successfully assemble a marketing campaign or strategy, certain procedures should be followed:

 

Step One - Analytics

- A proper target market analysis or swot analysis should be conducted and you’re LSM should be determined. This phase includes internal and external market research.

 

Step Two - Market Research

- A clear comparison should be done on your competitors, establishing the previous advertising campaigns and mediums that were implemented and their success rate.

 

Step Three - Marketing Strategies

  - In a strategic planning session we will then determine how to improve marketing efforts and will suggest the correct marketing mediums to initiate a marketing strategy plan.

 

Below is an example of a marketing strategy plan including a pre-campaign, launch and a post-campaign. The product demonstrated is called Valiant (from Ecolab), a teat wash and guard for cows.



Whilst focusing on the concept of the campaign we had to address the agricultural sector as a target market. The rationale we portrayed was that the client can relax, the product is the solution; hens the slogan “’n boer kan ontspan Valiant maak a plan”.


Pre campaign    - As a pre campaign, in this particular marketing strategy we made use of the Agri Dairy magazine (MPO) to inform the target market of the seriousness of Mastitis.


Product Launch    - During the launch of the product range; we included a camping chair as a promotional gift with any purchase; once again linking to our concept that the problem is solved.
Additional marketing mediums included - Rollup banners, a Multimedia Flash presentation for plasma and CD usage, two - 4 x 3meter wall banners, Corporate folders, Divisional branding, Stationary and Corporate clothing.


Post campaign    - As a continuation of the marketing strategy we published testimonials from the clients as well as articles from esteemed professionals in the Agri-magazine.

 

 

Marketing management - companies directory / terminology:

 

SWOT analysis 

aka - SWOT Matrix
From Wikipedia, the free encyclopedia

- SWOT analysis is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept of strategic fit.

 

Marketing

From Wikipedia, the free encyclopedia

- Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.

From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.


Advertising

From Wikipedia, the free encyclopedia

- Advertising is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labour.

In Latin, ad vertere means "to turn toward." The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

 

Market Segmentation

From Wikipedia, the free encyclopedia

- Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants. In another example, Sun Microsystems can use market segmentation to classify its clients according to their promptness to adopt new products.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets.

Market segmentation can be viewed as a key dynamic in interpreting and executing a logical perspective of Strategic Marketing Planning. The manifestation of this process is considered by many traditional thinkers to include the following;Segmenting, Targeting and Positioning.


Marketing Strategy

From Wikipedia, the free encyclopedia

- The field of marketing strategy considers the total marketing environment and its impacts on a company or product or service. The emphasis is on "an in depth understanding of the market environment, particularly the competitors and customers."

A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term view of the products, goods, or services being marketed. A tactic refers to a shorter term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but changing marketing channels of distribution, changing the pricing, or promotional elements used would be considered a strategic change.


Marketing Plan a.k.a Marketing Planning

From Wikipedia, the free encyclopedia

- The marketing planning process involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm.


Marketing Mix

From Wikipedia, the free encyclopedia

The marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand's offer, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps or eight Ps to address the different nature of services.


Marketing Management

From Wikipedia, the free encyclopedia

- Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product. To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.


Digital Marketing

From Wikipedia, the free encyclopedia

- Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.

Digital marketing is a marketing process which leads to the development of any organization or brand by using a variety of digital channels such as email, social networks etc.

Digital Marketing can be defined as promoting of brands or products and services using all forms of digital advertising. Digital marketing uses Television, Radio, Internet, mobile and any form of digital media to reach customers in a timely, relevant, personal and cost-effective manner.

Apart from using many of the techniques and practices contained within the category of Internet Marketing, digital marketing extends beyond this by including other channels that do not require the use of the Internet. Due to non-dependence on the Internet, the field of digital marketing includes a whole lot of elements such as mobile phones or cell phones, display / banner ads, sms /mms, digital outdoor, and many more.

Digital marketing is now being enlarged in vast areas to support the "servicing" and "engagement" of customers.


Online Marketing a.k.a Online Advertising

From Wikipedia, the free encyclopedia

- Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

 

General social-media terms

From www.lifehealthpro.com

- Authenticity: A trait valued on social media and blogs. Authenticity means consumers get to know the real person behind your firm.

- Compliance: Social-media activity that meets the regulatory conditions set forth by FINRA and the SEC. This includes the process of archiving social-media communication.

- CPC: Cost per click. This is how much you pay when someone clicks on your social-media ad.

- CPM: Cost per 1,000 impressions. This is how much you pay when 1,000 people see your social-media ad.

- Crowdsource: The process of reaching out online to a group of social-media users for opinion and feedback. Advisors can reach out to groups via LinkedIn or ask questions on Facebook or Twitter to see what resonates with their clients and prospects.

- Editorial calendar: A schedule for planning when to post content across multiple social-mediaplatforms.

- Embed: Displaying a photo or video on one website while it is still being hosted on another. For example, you can embed a video from YouTube in your financial blog.

- Engagement: Actions that occur on a post or update. This includes likes, comments and shares.

- Financial blog: A “web log” on an advisor’s website. Advisors can use a financial blog to regularly create entries containing valuable content for their clients and prospects.

- Financial hashtag: The dollar sign preceding a company’s abbreviated stock market name. (Example: $GOOG.)

- Geo-tag: A label indicating the origin of a status update or tweet.

- Hashtag: The pound sign preceding a word which classifies it as a conversation topic. (Example: #Advisor.) A hashtag will turn into a link for a search thread within your message. Originally used solely on Twitter, you can now use hashtags on Twitter, Facebook, Pinterest and Google+.

- Klout: A score which determines an individual’s social-media influence. This allows marketers to find influencers within the social space.

- Optimization: The process of enhancing your social platforms and profiles to maximize their overall performance through such things as search, reach and engagement.

- Reach: The number of people who view your post, update or ad.

- Share: A feature that allows you to share a post or update with your network. Akin to a retweet on Twitter.

- Tag: Labels a topic or person that is the subject of a post or comment. You can tag people in a status update, comment or blog.

- Two-step verification: A security measure for logging on to social sites. In addition to a username and password, a user can be required to enter a code sent to a mobile device.

- Viral: Describes content shared at a rapid rate.

- Vlog: A blog consisting of video as opposed to text.

 

Twitter

From Wikipedia, the free encyclopedia

- Twitter is an online social networking and microblogging service that enables users to send and read "tweets", which are text messages limited to 140 characters. Registered users can read and post tweets, but unregistered users can only read them. Users access Twitter through the website interface, SMS, or mobile device app.

 

Twitter Terms

From www.lifehealthpro.com

- Direct message: A private message sent via Twitter. Direct messages are sent by beginning a tweet with the abbreviation “DM” or by clicking this option on a user’s profile.

- Follower: Someone who has subscribed to your profile on Twitter. They will see everything you tweet and any tweet that mentions you.

- Handle: The username you select for your Twitter profile. It is preceded by the @ symbol. (Example: @FinSocMedia.)

- List: A tool to categorize the users you have decided to follow. Categories might include users who tweet about market info, small business, technology, etc.

- Mention: A reference to a user in a tweet. A mention includes a user’s Twitter handle preceded by the @ symbol. Like the hashtag, a mention creates a searchable term.

- Reply: A direct response to a tweet. This will create a conversation thread based on a tweet.

- Retweet: The sharing of someone else’s tweet with a one’s own followers.

- Tweet: A post on Twitter; must be 140 characters or less.

- Trending: Describes a topic or phrase popular on Twitter at a given time.

- Verified account: An account Twitter has vetted based on usage. Verified accounts are identified by a check-mark symbol.

 

LinkedIn

From Wikipedia, the free encyclopedia

- LinkedIn is a social networking website for people in professional occupations. It is mainly used for professional networking. In 2006, LinkedIn increased to 20 million viewers. As of June 2013, LinkedIn reports more than 259 million acquired users in more than 200 countries and territories.

 

LinkedIn Terms

From www.lifehealthpro.com

Connection: A LinkedIn user with whom you have a connection.

- Degree: The number of people linking you to a specific user. Contained in LinkedIn users’ information is the number of degrees (first, second, third, etc.) separating you from them.

- Endorsements: A tool on LinkedIn allowing users to create a testimonial for their connections with the click of a button. (Be mindful of compliance when using endorsements.)

- Group: A gathering place for members with common interests or in similar industries designed for sharing information, engaging in discussions and making new contacts. Participation can help distinguish an advisor as an expert in his field.

- Influencer: An industry thought-leader selected by LinkedIn to share insightful content to the LinkedIn community.

- Recommendation: A comment written by a LinkedIn member to commend or approve of the performance or skill-set of a connection.

- Sponsored update: A paid update sent to an audience beyond your network.

 

Facebook

From Wikipedia, the free encyclopedia

- Facebook is an online social networking service. Its name comes from a colloquialism for the directory given to students at some American universities. Users must register before using the site, after which they may create a personal profile, add other users as friends, exchange messages, and receive automatic notifications when they update their profile. Additionally, users may join common-interest user groups, organized by workplace, school or college, or other characteristics, and categorize their friends into lists such as "People From Work" or "Close Friends".

 

Facebook Terms

From www.lifehealthpro.com

- Activity log: A function on Facebook that shows all your scheduled posts as well as your past activity.

- Display ad: An ad on Facebook (also on LinkedIn) that shows up in the right-hand column of a webpage.

- Fan: A Facebook user who has “liked” your Facebook business page.

- Organic reach: The number of individuals who have seen your post or update, either on your profile page or on a newsfeed. This includes posts shared by their friends.

- Paid reach: The number of individuals who have seen an ad or promoted post.

- Promoted post: A paid-for Facebook post that is promoted to your Facebook fans and their friends or to another audience. A promoted post can increase engagement and page likes on your business page.

- Sponsored story: A version of paid-for Facebook ad that shows a Facebook user’s interaction with a page or event. (Example: “Jane Doe likes Financial Social Media.”)

 

Google+

From Wikipedia, the free encyclopedia

- Google+ is a social networking and identity service that is owned and operated by Google Inc. Google has described Google+ as a "social layer" that enhances many of its online properties, and that it is not simply a social networking website, but also an authorship tool that associates web-content directly with its owner/author. It is the second-largest social networking site in the world after Facebook.

 

YouTube

From Wikipedia, the free encyclopedia

- YouTube is a video-sharing website, created by three former PayPal employees in February 2005 and owned by Google since late 2006, on which users can upload, view and share videos. The company is based in San Bruno, California, and uses Adobe Flash Video and HTML5 technology to display a wide variety of user-generated video content, including video clips, TV clips, and music videos, and amateur content such as video blogging, short original videos, and educational videos. Most of the content on YouTube has been uploaded by individuals, but media corporations including CBS, the BBC, Vevo, Hulu, and other organizations offer some of their material via YouTube, as part of the YouTube partnership program. Unregistered users can watch videos, and registered users can upload an unlimited number of videos.