Creating a marketing Campaign

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Did you hear  the marketing campaign of Brand Q? Ooo Did you see the TV commercial of  Brand T? You may face this type pf conversation in your daily life .People are talking about brands, their marketing campaigns and Tv commercials frequently. What makes them to talks about  that? I think you have already known  the answer  that it is successful  marketing campaign   .

There are some indications  that measures effectiveness  of the a campaign .I will talk about it later, I want to concentrate  on steps  before preparing a marketing campaign. A defined goal, minimizes risk and  a high ROI  are requirements to have a successful marketing campaign.

It  should be started with  analyzing  your potential customers , markets ,your position in the market  and your competitors. n other words, to make a SWOT for product and market condition help  to determine the crucial points that you will concentrate  on during marketing campaign. It also helps to meet the market conditions.

Secondly, you need to define your product or service that you offered. You should  describe your product or service and its features and benefits in detail to related team in your company by  focusing  on how it differs from the competitors.  The differences may be price , service, distribution and placement help you to find a way to point. In other words, you should know what you are going to sell  and why more people buy it.

There are some steps that  should be followed while  preparing  a marketing campaign;

1.Define the target

Before developing an integrated marketing strategy, you should determine your possible customers;  the target market. Who are they? What are their motivators? What are their general profiles; what are they  liking, following or sharing on social media? Are they using social media anyway? What are the channels to reach them ? All these questions are answered after determining the target market.

If It is necessary , you  may concentrated on the target market profile more by listing the gender, age ,location ,marital status, education status or income level. To filter the segment , help to reach to correct consumer  with the true message through true channel.

After understanding your target market’s profile and needs clearly, you can pass other step.

2.To compose  a message

You should determine what you want to say the target market .It should be easy to determine because  you know their needs and profiles. You must to find a clear message that includes all promises and offers of the product or service.

You need to be sure that your message  has clear- to- action, encourage your  customers  to take action.

3.Create a coherent look

You may have to rearrange the shape of the product  ,logo or color according to marketing campaign. The message, the product or service and the target market should be consistent .

You should look at your product objectively and be open to criticise while doing this and look at marketing research helps you to see deficiency and needs.

4.Pick your channels

Where are your  potential customers ? On Facebook, Twitter or  TV series? Which channels do your potential customers use? After determining favorable channels, you should eliminate the weak ones. What are the strengths and weaknesses of the channels? Which one is more effective? In this part, as in other parts, you should look at marketing researches  about related subjects.

It's better to concentrate on the more effective channels than trying to be everywhere all the time.[1]

5.Push the button

Now, you should follow your campaign. First, you have to decide where you will sell your product. Taking your target customer and brand position on consideration , your best options might include retail stores, online, in catalogs, through TV offers or with direct mail. You have to also think about marketing budget while deciding all of these.

You can make arrangement with an P&R company or you must deal with the P&R activities also. You can  develop a public relations campaign to generate free media attention about your product. You can expand your channels by sending press releases to newspapers, magazines, websites , business  associations, and radio stations. 

Another part of the marketing campaign is to support it with promotions. You can use promotions to generate more brand or product awareness. Creating in-store promotions, such as coupons, aisle displays or product sampling. or sponsoring activities , such as charity balls, auctions or sporting events..

“You have to leave room to make changes as you go along because no plan can perfectly capture reality.”

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[1] http://www.cio.com/article/748786/7_Ways_to_Create_a_Successful_Integrated_Marketing_Campaign

Personal Branding

When I say Paris Hilton, what comes into your minds? If I say David Beckham or what about Bill  Gates? All these famous people established their own personal brand. When I sort their names, some characteristics come into our minds; fashionable, innovative or sportive ,are just few of them.  There are also some examples from the brands and cities; Volvo builds the safest cars. Apple is the most innovative. Paris is the world’s most romantic city. Nordstrom provides the best customer service. All of them about associations with name and emotions. It is also possible for us, because we are not just people, we are more than that and we have to market us to others. And in today business world; HRs are searching not just person, they are hunting down brand. CV’s are not enough for hiring a man, it is used in business life also .

New  HRs trend is to google the candidate before calling for interview. It is funny, but it make sense. The vast majority of employers do it before hiring someone (77%, according to the most recent study I saw on this). They  are collecting personal data from social media(Twitter, Facebook, Instagram) and other accounts (Blogs, Linkedin ).Their purpose is to identify your personality first, because our social media behaviors tell everything they need. So , the job searcher should concentrate on identifying themselves is those platforms too. All these platforms come together and build our personal brand.

To create  a personal brand is critical and also useful for personal development too.

Before doing anything about personal branding, first you should make your personal SWOT. Do you know what is SWOT analysis? I prepared personal SWOT for you.

After determining your favorites parts disgusting parts of  yourself, you should answer these questions easily. They will help you to carved out your personal brand.

Q1) Who are you ? Who do you want to be? Are you happy with yourself ?What are your differences ?

Q2) What is your mission ? Goals?

Q3)What are actually doing to be successful in business life?

After answering these questions, you are ready to create your personal brand in platforms.

1.Email address: You must take an e-mail address . For your address, use firstname.lastname@gmail.com.

2. Resume/cover letter/references document: These are typical documents that you need for applying for jobs and when you go on interviews
3. LinkedIn profile: A LinkedIn profile is a combination of a resume, cover letter, references document and other projects .Also it is useful for expanding connections, looking jobs  and reaching business related articles and being members of related groups. Use it to create your own personal advertising, to search for jobs or meet new people, expand your connections.
4. Facebook profile: As a  famous social platforms, you should have a Facebook account. It is more personal network, but it helps to establish your brands.
5. Twitter profile: Your Twitter profile should have an avatar that is supplementing of your profile.It is good to say that social medias mostly increase your market  value rather than  developing your personal brand. Before getting social media account, you should be aware of this social media tool is for business life. You should draw a line.
6. Blog/website: It should be better if you have  own yourname.com or a website. Depending on your time and capability, you should start to write a blog which  has  a stronger  affect on HR because blogs rank higher in search engines  when they  google you ,and lend more to your expertise and interest areas .

7. Portfolio: You should have your personal portfolio by sharing your project or jobs on the social platforms like academia.edu.

8. Video resume: You can shoot a video to tell yourself for a certain job opportunity. You can talk about your academic information and regards, qualification you have  , capabilities and expectation . You get about a minute or so to communicate with others But sending it anywhere, once you upload it to YouTube.
9. Wardrobe: Your personal style is tangible and is extremely important for standing out from the crowd. Select clothing that best represents you because it will be your pictures/avatars online, as well as when you meet people in reality.

10.Business Cards: It is not matter your job ,you should have a business card to suit your personal brand. There are some websites to design your business card ,ıf you be interested in.

Personal brand means not self-promotion. It is about draw an image  to maintain  and create your leadership ability .Another thing is that be yourself. If you are not the person in your imagine, set goals to be the person.

Mobile Age

“Mobile is now the first point of contact between both individuals and organizations,” says Matt Berry, director, Demand Generation and Client Experience for IBM Mobile First.

This is the planning sales of IBM"

According to the research which is made by BI( business insider)[1]  mobile is the only media time that is growing . PCs are losing their values in the category of  connected devices, and about  1 million smart phones are shipped in 2013.Smartmobile consumption is increasing .Now about 160 million people use the smart phones, in 2017 the number is expected to be  more than 200.000 million[2]. Soon, there will be mobile users than laptop users  mobile users than laptop users.

The results of  the another  research  is  made by  Super Monitoring in 2013[3], the key statistic about current situation of  mobile usage is like that;

•  ·         91% of all people on earth have a mobile phone
• ·         56% of people own a smart phone 
• ·         50% of mobile phone users, use mobile as their primary Internet source
• ·         80% of time on mobile is spent inside apps
• ·         72% of tablet owners purchase online from their tablets each week

Of course related with increasing in smart phone users , applications and social platforms are increasing  too.Apple did $10 billion in app revenue  last year. Over 1/5 th of internet traffic is  from mobile. Mobile video is booming. Multiple screen usage is  also another increasing trend towards customers. 84% of smart phone and tablet owner say that the use their devices as second screens while watching TV.

So people tend to use more mobile phones with at least two screens in our days.

All these indicators show us that mobile and smart screens is creating big challenges and opportunities. According to researches, people are spending at least one hour a day on their smart phones. Additionally, we spend ½ hour on tablet each time we use it. As it is seen, mobile is enabling to open new ways for  new forms of  entertainment ,communication, media ,and commerce.

 Again according to researches, each   devices its own prime time. By looking these special times, ads campaigns or social  involvements  plans can be developed.

 

Mobile marketing is not just mean mobile ads. It is for also customer engagement and simple  tool for customers  to reach the product.

I want to compare traditional marketing methods with mobile or digital marketing campaigns shortly. Traditional are expensive and becoming less effective, thanks to the text messaging  mobile marketing is more cheaper and reach more people in five minutes. The social life, actions and events occurs instantly in real life , it is really hard to follow all of them .But, a marketing campaign  should include all agenda in its content, so we have to follow at least current events .But traditional marketing is not good way to do  that, it is more out of date because of its general framework. Time, money and efforts are spending more than taken feedback after ads. Traditional ads cannot create communication with customer, because of that it does not create a content like mobile marketing does. More, as you know word-of –mouth is unarguable way to affect costume, and in our days people are living with their smart screens ,so what is the other way to create word-of-mount action rather than mobiles? Mobile marketing is more desirable way to deliver a certain message to customers . These ratios also show;

   

More than that, companies use mobile platforms to engage with their customers. Starbucks did $1 billion mobile transactions last year. This affects, of course, on gaining customer loyalty. Post-purchases connections also important as pre-purchases one, and we can do that on mobile marketing.

 

 

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[1]http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1

[2]© Statista 2014

[3]The infographic was created by the guys at Super Monitoring