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FAMILY LIFE CYCLES AMD ITS IMPACT ON MARKETING

Families pass through a series of stages that change them over time. This process historically has been called the family life cycle (FLC). The concept may need to be changed to household life cycle (HLC) or consumer life cycle (CLC) in the future to reflect changes in society. However, we will use the term FLC to show how the life cycle affects consumer behavior.

Family Life Cycle Characteristics

The traditional FLC describes family patterns as consumers marry, have children, leave home, lose a spouse, and retire. But consumers don’t necessarily have to pass through all these stages-thy can skip multiple stages

Stages in Family Life Cycle

Young Singles

Young singles may live alone, with their nuclear families, or with friends, or they may co-habitate with partners in this stage. Although earnings tend to be relatively low, these consumers usually don’t have many financial obligations and don’t feel the need to save for their futures or retirement. Many of them find themselves spending as much as they make on cars, furnishings for first residences away from home, fashions, recreation, alcoholic beverages, food away from home, vacations, and other products.

Newly Married Couples

Newly married couples without children are usually better off financially than they were when they were single, since they often have two incomes available to spend on one household. These families tend to spend a substantial amount of their incomes on cars, clothing, vacations, and other leisure activities. They also have the highest purchase rate and highest average purchases of durable good (particularly furniture and appliances) and appear to be more susceptible to advertising.

Full Nest I

With the arrival of the first child, parents begin to change their roles in the family, and decide if one parent will stay to care for the child or if they will both work and buy daycare services. In this stage, families are likely to move into their first home; purchases furniture and furnishings for the child; and purchase new items such as baby food, toys, sleds, and skates. These requirements reduce families’ ability to save, and the husband and wife are often dissatisfied with their financial position.

Full Nest II

In this stage, the youngest child has reached school age, the employed spouse’s income has improved. Consequently, the family’s financial position usually improves, but the family finds itself consuming more and in larger quantities Consumption patterns continue to be heavily influenced by the children, since the family tends to buy large-sized packages of food and cleaning suppliers, bicycles, music lessons, clothing, sports equipment, and a computer.

Full Nest III

As the family grows older and parents enter their min-40s, their financial position usually continues to improve because the primary wage earner’s income rises, the second wage earner is receiving a higher salary, and the children earn from occasional and part-time employment. The family typically replaces some worn pieces of furniture, buys some luxury appliances, and spends money on education. Families also spend more on computers in this stage, buying additional PCs for their older children. Depending on where children go to college and how many are seeking higher education, the financial position of the family may be tighter than other instances.

Married, No Kids

Couples who marry and do not have children are likely to have more disposable income to spend on charities, travel, and entertainment than others in their age range. Not only do they have fewer expenses, these couples are more likely to be dual-wage earners, making it easier for them to retire earlier if they save appropriately.

Older Singles

Single, age 40 or older, may be single again (ending married status because of divorce or death of a spouse), or never married (because they prefer to live  independently or because they co-habitate with partners), either group of whichmay or may not have children living in the household. This group now has more available income to spend on travel and leisure but feels the pressure to save for the future, since there is no second income on which to rely as they get older.

Empty Nest I

At this stage, the family is most satisfied with its financial position. The children have left home and are financially independent allowing the family to save more. In this stage discretionary income is spent on what the couple wants rather  than on what the children need. Therefore, they spend on home improvements,luxury items, vacations, sports utility vehicles, food away from home, travel, and product for their grand children.

Empty Nest II

But this time, the income earners have retired, usually resulting in a reduction in income and disposable income. Expenditures become health oriented, centering on such items as medical appliances and health, and medicines. But many of these families continue to be active and in good health, allowing them to spend time traveling, exercising, and volunteering. Many continue working part time to supplement their retirement and keep them socially involved.

Solitary Survivor

Solitary survivors be either employed or not employed. If the surviving spouse has worked outside the home in the past, he or she usually continues employment or goes back to work to live on earned income (rather than saving) and remain socially active. Expenditures for clothing and food usually decline in this stage, with income spent on health care, sickness care, travel entertainment, and services.. Those who are not employed are often on fixed incomes and may move in with friends to share housing expenses and companionship, and some may choose to remarry.

Retired Solitary Survivor

Retired solitary survivors follow the same general consumption patterns as solitary survivors; however, their income may not be as high. Depending on how much they have been able to save throughout their lifetimes, they can afford to buy a wide range of products. These individuals have special needs for attention, affection, and security based on their lifestyle choices. Marketers use the descriptions of these FLC stages when analyzing marketing and communication strategies for products and services, but they often add additional information about consumer markets to analyze their needs, identify

niches, and develop consumer-specific marketing strategies. A look at these roles provides further insight into how family members act in their various consumption-related roles:

1. Influencers: Those family members who provide information and advice and thus influence the purchase. The housewife tells her family about the new eatery that has opened in the neighborhood and her favorable description about it influences her husband and teenaged children.

2. Gatekeepers: Those family members who control the flow of information about a product/service thus influencing the decisions of other family members. The teenaged son who wants a racing bicycle, may withhold from his father much of the relevant information on all brands except the one that he fancies, thereby influencing his father’s decision in favour of his preferred brand.

3. Deciders: Family members who have the power to unilaterally or jointly decide whether or not to buy a product or service. The husband and wife may jointly decide about the purchase of a new refrigerator.

4. Buyers: Those family members who actually buy a particular pro
duct or service. A housewife may be the person who actually buys all the foodstuffs, rations and toiletries, which are consumed by all the family members.

5. Preparers: Those family members who transform or prepare the product into the form in which it is actually consumed. The housewife may prepare the family meal using raw vegetables, lentils, spices, oil and other ingredients.

6. Users: Those family members who use or consume a particular product or service. All family members may use the car, watch the television, and listen to the stereo music system

7. Maintainers: Family member(s) who service or repair the product so that it will provide continued satisfaction.

8. Disposers: Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service.

Influencing Spouses and Resolving Consumer Conflicts

When making consumer decisions, husbands and wives commonly attempt to influence each other to arrive at what they feel to be the best outcome. Six influence strategies for resolving husband/wife consumption-related conflicts have been identified:

??Expert: At attempt by a spouse to use his or her superior information about decision alternatives to influence the other spouse.

??Legitimacy: An attempt by a spouse to influence the other spouse on the basis of position in the household.

??Bargaining: An attempt by a spouse to secure influence now that will be exchanged with the other spouse at some future date.

??Reward: An attempt by a spouse to influence the behaviour of the other spouse by offering a reward.

??Emotional: An attempt by spouse to use an emotion-laden reaction to influence the other spouse’s behaviour.

??Impression: Any persuasive attempts by one spouse to influence the behaviour of the other.

These influence strategies tend to be used by either husbands or wives when they find themselves in disagreement or in conflict with the other spouse regarding specific consumer decision. For instance, we all have experienced occasions on which different restaurants to visit, see different movies, or go on a different type of family vacation. These are only a few examples of the almost endless possibilities of potential family consumption conflicts that might need to be resolved.

Children

As any parent knows, young children attempt to influence family decisions as soon as they possess the basic communication skills needed to interact with other family members (“Buy me a cookie”, “I want a Barbie doll”, “Let’s eat at McDonald’s”.). Older children are likely to participate more directly in family consumption activities. In a study of children aged 6 to 14, more than half indicated that they influenced family purchase decisions, such as choice of vacations, stereo equipment, and home computers. Other research indicates that children play relatively important roles when it comes to initiating interest in a new computer and in the actual purchase decision. The parent-child relationship, as it relates to consumer behaviour, can be viewed as an influence versus yield situation. Specifically, children attempt to influence their parents to make a purchase (to yield). In observing shoppers in a supermarket, it is quite evident that children attempt to influence their parents to make purchases of special interest (e.g., laundry detergents) for which they see ads on TV.

Teenagers and Post teens

A significant number of teenagers have discretionary spending in terms of spending patterns. High school students (those in grades 7 through 12) are most interested in sports and fitness. Boys between the ages of 16 and 19 spend most of their money on movies, dating, entertainment, vehicle expenses, and clothing, while girls of that age spend most of their money on clothing, cosmetics, and fragrances. The teen market can be segmented in terms of lifestyle groups. Figure below presents a four-category segmentation schema of the teenage market. Such segmentation framework has value for marketers who wish to focus their marketing efforts on a particular subgroup of teens.

Segment

Name Key Characteristics

1. Socially driven.

2. Versatile Participant

3. Passive Introverts

4. Sports Oriented

Primarily female; active and extroverted. They are optimistic and plan to attend College. Slightly more females than males: responsible teens, but less optimistic and less likely to plan to attend college than the Social Driven. They are comfortable in social and solitary situations. Slightly more males than females: withdrawn, self-conscious, and the least comfortable in social situations. They are less optimistic about, the future, and spend the least. Primarily males: outgoing, active, and greatly interested in participating in and watching sports. Sports influence their self-image and what they buy.

Lifestyle segmentation of the teen market Family marketing

Family marketing focuses on the relationships between family members based on the roles they assume, including the relationship between purchaser and family consumer and between purchaser and purchase decision maker. Family marketing identifies scenarios where some purchase might have more than one decision maker, whereas some have more than one consumer. The family marketing model, as see in Figure 3.1, represents nine cells describing various purchaser-consumer relationships. Depending on where in the matrix various products fall, marketers can advertise and position products differently

according to their  purchaser-consumer relationships. The family purchase decision-making process can be complex, but answering the following questions helps identify different purchaser-consumer relationships.

 The Family Marketing Model

Although these answers may not identify all essential relationships marketers should consider, they do identify a family marketing plan, which creates a relationship between individuals and products based on the role each individual has in the influence or purchase of products. In the restaurant industry, the trend has been to focus on marketing to the family as a single unit. Admittedly, the appeal to families arose from the restaurant industry’s desire to grow sales and profits.

R.yuvarani, M.phil Scholar,

Department of Commerce,

Periyar University, Salem-11

Viral Marketing – Can it Effect Your Employment Brand?

A Three Part Series – The good, the bad and the ugly

Part 1 – The “Good” The impact of a good product experience

Part 2 – The “Bad” The impact of Bad work Environments

Part 3 – The “Ugly” The impact of Lay-off’s, Restructures or Downsizing

Absolutely! Viral marketing refers to marketing techniques that use preexisting social networks to produce increases in brand awareness, through self-replicating viral processes. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.

It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like. Viral marketing is based on this natural human behavior.

The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along.

The term “viral marketing” is also sometimes used pejoratively to refer to stealth marketing campaigns the use of varied kinds of astroturfing both online and offline to create the impression of spontaneous word of mouth enthusiasm.

Ok, so how does it work? First, the “Good”

Today, I received an email from a friend of mine – Subject: Guitar Hero Expert. “Bob, This kid is amazing… He is definitely my guitar hero”.

http://kotaku.com/350157/pre+teen-guitar-hero-wails-on-the-ellen-degeneres-show?autoplay=true

So, I clicked on the email and watched the video. Outstanding! This kid was amazing. In fact, I called my two boys in who are avid “Guitar Hero Players” to watch the video. I then forwarded the video to all of my friends.

This was happening all over the country. In fact, this young “Guitar Hero” racked up an impressive 3.8 million hits on his Utube video which later caught the attention of the Ellen DeGeneres show that later yielded a live perform on her show.

Ok, what does this have to do with and how does it impact an employment brand?

The viral marketing wrapped around this 11 year old caused a surge in product popularity. This bodes well for all “brands” involved.

Red Octane, the publisher, developer, and distributor of Guitar Hero, Guitar Hero II, Guitar Hero Encore: Rocks the 80s and Guitar Hero III: Legends of Rock has been catapulted into the limelight. The success of these products creates demand which impact sales, profits, brand recognition, top of mind awareness, and employment opportunities.

Red Octane has now become the place to be in Sunnyvale, California for young and upcoming software developers.

PlayStation®2 computer entertainment system console from Sony Computer Entertainment, Xbox™ video game system from Microsoft, and on personal computers (“PC”) are also benefiting from the craze both financially and “brand” wise.

The viral hype positioned their corporate brand and proprietary brands in the forefront as leaders in technology and innovation. All important “Brand Attributes” when recruiting top tech talent.

Not to mention the “brand” impact on the video game peripherals and accessories business who have won awards for the Ignition® Dance Pad, the Guitar Hero SG® Controller, the Wireless Guitar for PS2, the X-plorer Wired Guitar for the Xbox 360, the Kramer Striker Wireless Guitar for PS2 and the Les Paul Guitar for the Xbox 360, Nintendo Wii and PLAYSTATION 3.

As you can see Viral Marketing can impact your brand in many ways and is considered one of the strongest forms of marketing known.

In part 2 and 3 we will explore how this form of marketing can also be an “employment brands” worst nightmare.

Closing note: All of you that clicked the link I provided about, have now participated in a viral marketing movement.

About MYJOBENGINE: http://www.myjobengine.com

MYJOBENGINE.com is the internets first “Employment Branding” job board and marketing tool designed specifically for Corporate Staffing professionals seeking effective and efficient ways to promote their “Employment Brand” and corporate career site.

Viral Marketing is allowing people to giveaway and use your free product or service in order to multiply your marketing quickly over the internet. The idea behind viral marketing is that you include your ad with the freebie people giveaway or use.

Below are ten high impact viral marketing strategies:

1. Allow people to reprint your articles on their web site, in their e-zine, newsletter, magazine or ebooks. Include your resource box and the option for article reprints at the bottom of each article.

2. Allow people to use any of your freebies as free bonuses for products or services they sell. Include your ad on all your freebies.

3. Allow people to use your online discussion board for their own web site. Some people don’t have one. Just include your banner ad at the top of the board.

4. Allow people to sign up for a free web site on your server. Since you are giving away the space, require them to include your banner ad at the top of the site.

5. Allow people to add their link to your free web site directory. Just require that they return a link back to your web site, advertising your directory.

6. Allow people to provide your free online service to their web site, visitors, or e-zine subscribers. They could be free e-mail, e-mail consulting, search engine submissions, etc.

7. Allow people to give away your free software. Just include your business advertisement inside the software program.

8. Allow people to give away your free web design graphics, fonts, templates, etc. Just include your ad on them or require people to link directly to your web site.

9. Allow people to place an advertisement in your free ebook if, in exchange, they give away the ebook to their web visitors or e-zine subscribers.

10. Allow people to give away your free ebook to their visitors. Then, their visitors will also give it away. This will just continue to spread your ad all over the internet.

Conventional marketing teaches you to spending money, get people to raise their hands, and if you get enough response, it is a wise investment.

It is the proverbial 80/20 rule: Spend 80 percent of your dollars on outbound marketing and advertising activity; spend the rest on current clients.

What if there was a way to work smarter? To spend 80 percent of your marketing dollars on your current clients. Can you imagine the return?

A client referral program allows you to do exactly this. And here is how to set one up.

1. Concentrate on ensuring your existing clients understand all your services. People talk most about your work when they best understand it. But unfortunately, the majority of our clients have really only experienced a small portion of our true skills.

For example, if you are a Public Relations professional, your clients may have experienced you writing press releases, distributing the release to the media, preparing a written result of your activities, and hearing you discuss a certain promotional angle.

But that same client has likely never experienced what you do in your PR follow-up (fax, email, telephone, leave messages, re-fax, re-email, chase down a reporter, pitch, etc.)

In other words, the inner workings only privy to your own technical capabilities, such as selling a reporter on your client’s story idea, are skills you maintain and focus on. But a client never experiences this.

So what happens? They don’t understand everything involved with your services and can’t fully appreciate all of your expertise. And as a result, referrals don’t come as fast as you like.

Remember, referrals come faster when others recognize the extent that you help improve their lives and these same people can explain what you do to others.

2. Use opportune times to discuss the subject of growht with your clients. Growth is natural. It is a part of life.

It demonstrates you are a positive, optimistic and excited adult. In fact, I haven’t known many people that didn’t encourage another person to grow, whether personally or professionally.

Have you noticed that when you have a growth mindset, others around you seem to be as generally excited as you? Yet discussing your desire to grow–especially with existing clients–can often be thought of as taboo to some professionals.

Weird reasons aside, they believe if they share with their clients their personal desire to grow by expanding their business and helping others–that the client will question their loyalty to them. That’s ridiculous.

When I coach professionals in improving their referrals, I say an attitude and conveyance of growth is absolutely essential. In fact, it works just the opposite. Nearly every client will be thrilled that you thought so highly of them that you are asking for their help.

3. You must reward behavior that contributes to sending you referrals. It amazes me how many people don’t recognize and reward others behavior.

Much like you reward a second grader who brings home a good report card, you must reward others who send business your way.

Start by focusing on your clients. Make them all aware that there is something in it for them–a discount, gift, free product, extra resource–when they refer people to you. And by all means, reward them.

But be careful. Don’t fall into the trap of only rewarding the client when their referral does business with you, or you close the sale. Reward the behavior.

This isn’t some cheap, gimmicky sales approach. Above all, it is honest appreciation and recognition for those people who helped you. They took time from their schedule to do you a favor–refer someone to you.

I want you to reward behavior. Even if the referral doesn’t pan out, or become a client, or they turn out the worst prospect you’ve ever seen: reward the behavior. Always. People remember rewards. And they enjoy them.

The marketing industry is highly dynamic and marketers are challenged all the time to come up with creative ways to increase brand awareness, market share and sales. It is thus crucial to keep up with new marketing concepts and strategies developed over time and this is where New Wave Marketing comes in.

According to Hermawan Kartajaya, a highly regarded marketing guru from Asia – Indonesia, the famous nine principles of marketing, as we all have learned to know and applied in our marketing strategies, need to be revised and adapt to the modern world today and these new principles will be known as New Wave Marketing.  Whether or not they will actually replaced the old terms from now on has not been announced.

Just to point out, The nine principles of marketing by Phlip Kotler also referred as “Legacy Marketing” are:

Segmentation, Targeting, Positioning, Differentiation, Marketing-Mix (Product, Price, Place, Promotion), Selling, Brand, Service, Process

12 C of New Wave Marketing

The new elements or principles has now been termed the 12 C of “New Wave Marketing” and they are:

Communitization, Confirming, Clarifying, Coding, Crowd-Combo (Co-Creation, Currency, Communal Activation, Conversation), Commercialization, Character, Caring, Collaboration

You will be able to understand the new terms better with the illustration below and you will see that the New Wave Marketing is actually a replacement of terms of the Nine Principles of Marketing.

Segmentation = Communitization Targeting = Confirming Positioning = Clarifying Differentiation = Coding Marketing-Mix = Crowd-Combo Product = Co-Creation Price = Currency Place =Communal Activation Promotion = Conversation Selling = Commercialization Brand = Character Service = Caring Process = Collaboration

These new terms described the principles of Marketing better than the previous terms and make more sense in the new world today. The changes in information technology especially the internet including social marketing has revolutionized how we communicate with one another, creating more opportunities as well as threats to all businesses.

The influence of the internet world also contributed to the evolution of Internet Marketing Strategies and New Wave Marketing principles and many large successful businesses that applied them have become successful companies.

Just like the 9 principles of Marketing that needs adaption to the new world, we too need to adapt to the New Wave Marketing and apply them to our business to face this new world.

These New Wave Marketing principles, when applied, allows companies to reap huge benefits, “getting high impact with low costs” with sustainable competitive advantage over others that have not applied it.

Viral marketing impacts greatly on any online business. It will bring great positive results to the bottom line of any marketing campaign. Besides producing desired viral effects, it is also contagious. It produces such a powerful and impressionable impact when messages coming from trusted sources continue to be conveyed virally to others. A good viral marketing strategy will show its potency when effectively activated.

In the planning and implementation stages for any marketing strategy, it is imperative to establish an effective guide that will see the whole strategy materialize and succeed in its objectives ultimately. Similarly, there are certain guidelines for the implementation of an effective viral marketing strategy.

(1) Strategy should incorporate generous give-aways.

In process of building good relationships with customers, it would be good to give away free products and services for instance ebooks. This act will continue to keep the viral effect in motion, simply because others will be impressed upon knowing this. It naturally opens the door to getting increased visibility for your site and business.

(2) Strategy should enable easy transfer to others

The viral marketing strategy should enable communication to be transferred easily. This ease is of paramount benefit to the viral effect when it is in motion. Others will get to know about your product or service instantly, that is to say, transfer of information should be effortless. Ultimately, this process will reap prompt and positive results for the marketing campaign.

(3) Strategy should cater for easy modification and scaling.

A viral marketing strategy should be subject to careful planning. It should allow for easy modification. For best results, it must scale easily from small to large. A turn of circumstances will require a change in strategy. This should be taken care of at the beginning.

(4) Strategy should be in line with the behavioral patterns of customers.

A deeper understanding of your customers will further open the door to better relationship building. The behavioral patterns of your customers will provide great ideas for the viral marketing strategy to be tweaked when required. Even the common motivations of your customers should be monitored and capitalized upon. This will get better results for your viral marketing strategy.

(5) Strategy must make full use of current media

Technology has made communication so much easier these days. People are able to speak to one another without hassle on the internet. There are numerous social bookmarking sites that provide the greatest of opportunities for any viral marketing strategy to create impact, buzz and eventually explosive outcomes. Communication networks will help spin the viral effect into motion. MySpace, Facebook and StumbleUpon, are good sites to activate any viral marketing strategy.

(6) Strategy should work with other resources

Viral marketing will produce a greater impact if support from other resources is complementary. Word-of-mouth marketing offers the best complementary effect to viral marketing. The message is spread to others and will be much appreciated if it is known to originate from a trusted source. John tells Jane that your product is good for aches and pains. Jane convinces her mother Jill about this product. Jill goes on to tell her best friend Sue who is having the same health problem. Sue then relates to Jack. This word-of-mouth process continues on, and to the complementary benefit of viral marketing.

Viral marketing is both effective and explosive. The ultimate result will be exponential growth coming from increased site traffic and increased demand for your product or service. To achieve this, you will need to follow the guidelines for viral marketing strategy.

Marketing promos for mark down prices for plants can be challenging. In the daily grind of a five day work week, most people barely have any time to notice ads or promo materials along the way, unless they’re directly in front of them during the commute to the office. If there isn’t much of a budget for high impact marketing tools such as billboards or large signage, another affordable, cost-effective marketing tool can be the use of brochure printing. Plant nursery owners can target a specific market area. This can mean surrounding neighborhoods, offices, schools, parks, or town halls. Plant nursery business owners can choose to print brochures and place them inside mailboxes of the chosen target area. Below are some ideas to consider when designing a marketing brochure for a plant nursery sale:

• The more attractive, the better-Chances are, this isn’t the only brochure that potential customers will see. It’s advisable to create a unique concept or an eye-catching design for this brochure. The best images to use are the plants themselves. Brochures can act as a mini catalog of the plants on sale. Brochure printing today can be easily and conveniently done through online printing services. Business owners can choose from a standard set of design templates. Customers can also choose standard sizes and folds. Customers can now also choose to have front and back full color printing, full color printing in front with a black back or full color front with a blank back. Business owners also have the option to upload a customized designs or size.

• Choose to print useful information-It’s effective to print not only the essentials such as plant name and price. Other useful information can include design ideas or plant uses for a specific type of plant. Design ideas would mean using them as ornamentals, as climbers, as bedding plants. Plant specifications are also helpful including plant spacing, water requirements, quantities available, flower color or species variations.

Internet marketing is indeed very influential to several types of industries. First of all, Internet marketing is the method of selling products with the use of the Internet. Currently, it has made a huge impact on industries that were once retail-oriented. Examples of these industries are film, music, flea markets, banking, pharmaceuticals and advertising as well. It went past radio marketing with regards to market share.

As for the music industry, Internet marketing has become a source for music files download. Ever heard of iTunes? In year 2008, iTunes Store became the leading music retailer in the whole United States.

Aside from these, banks are now performing several tasks through the net. Numerous people find online banking more appealing than actual visits to the bank because of its convenience. As a matter of fact, more than 150 million U.S. citizens go with online banking. Out of the 100% of people using Internet, 44% are performing banking tasks over the Internet. Also, online auctions are fast becoming popular. The items that were previously sold only at flea markets are now sold on online auctions, with eBay.com being the most popular.

It is also the basis for pricing of some specialized items. The impact of Internet marketing on the advertising industry has been deep as well. After a few years, online advertisement grew to be worth billions of dollars every year. In fact, according to PricewaterhouseCoopers, an incredible amount of $16.9 billion was spent for Internet marketing in the U.S. alone for year 2006. Presidential candidates also recognized this, which is why they used the Internet for campaigns.

 

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Write for the reader

Keep your readers in mind. They might not be aware of your product/service, so you need to educate them and give clear and high-impact information that is laid out well and is easy to read. If you write pages and pages of text, your readers will soon lose interest. Give them the info they would like to know and can relate to, rather than talking about yourself.

Forget about the greatness of your company for a while

Yes, we know your company is among the leaders in one thing or the other. But, please give it a break. Giving a short description about your company, which includes key facts and achievements, at the end of your marketing collateral is a good idea. Starting your document with boastful information about your company is a bad idea.

Create different collateral for different sets of audiences

You may create separate documents for different industries, company types, products, services, users, etc. You can also create short, detailed, online and offline versions of the same document. You should also keep a plain-text version of each document.

Give the vital information and chop the rest

If there are even minor chances of cutting some portion of text – cut it. Don’t let it be there out of utter laziness. This gives a crisp and to-the-point air to your document. Most professional documents come straight to the point, proceed logically and end with an impact. If you talk more, chances are people will get confused.

Quality is crucial

The way you write on blogs is not the way you would write for your marketing collateral. Marketing collateral has to be persuasive and should contain the right triggers at the right places. Get communication professionals for doing this task, because your marketing collateral makes the first impression on your prospects.

Make attractive collateral in harmony with your brand imagery

Employ an advertising agency or an experienced designer to give a design twist to your collateral and maintain the continuity across all types of collateral. Design should not thwart the content; rather it should accentuate the impact of your content. Make sure that your brand imagery or identity is maintained across different types of collateral.

Video is the key in factor trend for effective online advertising the products and services to  viewers who can be converted to potential customers without much money loss in segregating the customers from a wide lot. Visuals if created properly can be more effective in grabbing web surfer’s attention as compared to text. It is human habit to get lazy and bored in reading long text messages. Articles and texts require extra effort from brain and mind, functioning to absorb message, which in this fast life, lacks in human nature. People embrace services in capsule form. Thus, video marketing is being considered as the best way of promoting products and services and if it is combined with video SEO then a business can definitely gain a lot of recognition within a short span of time.

To create a massive impact by marketing video, a company should team up with a professional video production. A professional video production can create impressive videos which can effectively display appropriate information and deliver it in short span of time saving on lots of money. Video marketing has simplified the process of marketing otherwise money spent on advertising to mass and segregating essential customers is not easy task. Thus, video marketing has become a very important aspect of online advertising. To achieve success in online advertising campaign it is always better to combine video SEO with video marketing techniques.

A powerful video is the one that consists of attention catching sequences and carefully planned images which can tickle the senses of the viewer to grab the attention. Prior to visuals, it is the audio that impacts brain. It is hence very important to carry the most appropriate sound mixing in clear, audible and appropriate tone. This can be achieved only with the help of professional video production. In online advertising it is very important that the video sequences are in good synchronization with the audio. Audio, editing and voice over does magic in capturing the viewer’s attention, for at least a short span. Once attention is grabbed it is the job of impactful alluring picture quality and good storyline to maintain it. The propagated visuals should carry strong relevant message to ensure all the money spared for creating it is redeemed by impact it causes.

Once the viewer identifies his need and product alikeness, it is time to display the brand name and contact details in an impressive manner. The identification of the right slot for ensuring the brand building is critical. A logo used in the right corner will create brand awareness amongst the viewer for long term relation purpose. The involvement of professional faces will help in attracting viewers due to the familiarity factor and the professionalism involved in perfection of message delivery. A good video can strengthen the online reputation in a great manner and also have a positive impact on the sales of the product. Therefore always employ a professional video production for the purpose of video marketing and online advertising.