Results
Results are consequences of marketing communications activities. Marketing communications is the media extension of sales, engaged to boost sales. Targeted exposure yields impressions. Results are traceable by the degree impressions can be measured that convert into qualified leads, become sales, and remain customers.
The creative execution of your value proposition, well placed, is the surest path to favorable results. Your value proposition differentiates, or positions, your company’s offerings from competitive offerings. To be most effective with your message, we’ll be looking for the best way possible to present material so that –
1. It is arresting, that is, prospects stop, look and ponder.
2. Your offerings are clearly positioned as the prospect’s best choice.
3. It is customer focused, relevant and useful.
4. There are calls to action in the message.
5. It reaches the target audience directly.
Directing your message to key targets is a matter of reach opportunity and allotted budget. High selectivity is the media sign of the times, circa 2006. From pay-per-click delivery to hard copy trade publications, targeted audiences are nurtured and purged to provide marketers with qualified circulations to reach decision makers with relevant content.
In Marcom, “analytics” is the ability to provide quantitative results assessments, or metrics, on message placements and the behavior of website visitors. The traceability of online communications allows for various levels of tracking to indicate the success, failure or revision necessary. In other media, results and feedback are tracked by the lead generating responses produced. Marketing accountability, quantifying the effectiveness of campaigns, drives the process.
For the majority of B to B companies, everything you do sends prospects to your website, their prime destination to educate, and to facilitate interaction with your sales team. Not to deny the power of “hard copy” communications, collateral, trade shows, and the like as part of your marketing mix, but the ‘net is so ubiquitous and so useful that it has displaced the dominance of pre-internet approaches, and in nearly all cases, your website is referenced in promotional material.
This not-to-be-underestimated migration of prospects to online media is the subject of our next entry.
CruzExpo Technology B to B Marketing Communications
The creative execution of your value proposition, well placed, is the surest path to favorable results. Your value proposition differentiates, or positions, your company’s offerings from competitive offerings. To be most effective with your message, we’ll be looking for the best way possible to present material so that –
1. It is arresting, that is, prospects stop, look and ponder.
2. Your offerings are clearly positioned as the prospect’s best choice.
3. It is customer focused, relevant and useful.
4. There are calls to action in the message.
5. It reaches the target audience directly.
Directing your message to key targets is a matter of reach opportunity and allotted budget. High selectivity is the media sign of the times, circa 2006. From pay-per-click delivery to hard copy trade publications, targeted audiences are nurtured and purged to provide marketers with qualified circulations to reach decision makers with relevant content.
In Marcom, “analytics” is the ability to provide quantitative results assessments, or metrics, on message placements and the behavior of website visitors. The traceability of online communications allows for various levels of tracking to indicate the success, failure or revision necessary. In other media, results and feedback are tracked by the lead generating responses produced. Marketing accountability, quantifying the effectiveness of campaigns, drives the process.
For the majority of B to B companies, everything you do sends prospects to your website, their prime destination to educate, and to facilitate interaction with your sales team. Not to deny the power of “hard copy” communications, collateral, trade shows, and the like as part of your marketing mix, but the ‘net is so ubiquitous and so useful that it has displaced the dominance of pre-internet approaches, and in nearly all cases, your website is referenced in promotional material.
This not-to-be-underestimated migration of prospects to online media is the subject of our next entry.
CruzExpo Technology B to B Marketing Communications
posted by CruzExpo at 11:40 AM
