Monthly Archives: November 2011

Media buying..new perspective

Thinking about buying media? Well, it’s no longer just about ad space or traditional print. Today media has a new perspective. It has to have a tight connection to the brand at the same time it distributes the brand with rich experiences online through social media …. social networks (like Facebook), videos, podcasts, RSS feeds, and maybe a widget.


Traditional media is still part of the mix. But only to the extent it’s needed to help create awareness of the online experiences waiting to be had with the brand. Just focusing on traditional, one-way awareness ads will surely make your brand seem stiff and too inwardly focused.
Today’s media buyers need to recognize that prospects no longer move neatly from one media touch point to the next. They move around, snacking on video, scanning a print ad, reading their RSS feeds in a feed reader, checking into their favorite social network, or just reading a few new blogs.


How customers engage with your brand through digital channels will ultimately define your brand!
Where is the buzz? Agencies that provide traditional media buying need to radically change their approach to servicing clients. Going forward, think in terms of three tiers …. traditional, to online, to social.


Is it E-Marketing or E-ِِAnnoying?

How many times have you surprisingly found an unwelcome advertising message sent by an unknown source while checking up your email?

The same thing repeatedly happens with mobile phone messages; you receive messages every time from your phone provider or other sources that you don’t know, and encourage you to subscribe in service X or take advantage of service Y.

This phenomenon is Increasing enormously all over the world and I personally find my self in front of these messages every single day. I would have to delete them one by one. This operation takes a significant time and that is annoying.

The problem here is that companies consider that as a way of E-Marketing.

Indeed, nobody can deny that Emails and phone messages are effective and useful, but only if they are properly used. Otherwise, sending messages or emails randomly will certainly become annoying and affect your company negatively more than positively; because simply you might be sending message to people who are not interested in your offers and services and that may lead them to have a bad impression about your product, service and company in general. Eventually, your next emails will be automatically placed in the spam mail list.

Effective marketing is mainly based on promoting the right product to the right consumer and build a strong relationship with customers. That is what translates marketing efforts to sales.

The solution is no tto  stop sending emails and phone messages and start looking for other alternatives.  The solution is in organizing this operation and doing it properly, professionally and morally. Two factors can assure a professional practice of E-Marketing. First, considering the quality of consumer not the quantity when you deliver messages. Secondly, making sure that the information you got about your consumers are given to you legally and willingly.

To sum up, using emails in targeting customers is one of the most beneficial ways of marketing, but it should be done in an organized legal way. Otherwise, it will turn to an Inconvenience.


Buying a Service = Gaining a Relashionship

Generally, every business is mainly based on offering one of the following: products and services.

When it’s about products, companies focus on the quality. Nothing else can be prior than offering a product with a good quality that fits the consumers’ expectations. Otherwise, a bad experience with a bad product would definitely make consumers stop purchasing it and immediately; they start looking for a better alternatives.

However, offering services is quite different; because the focus on only the quality of what your company offers or provides is not enough for the consumers. For instance, when we go out for dinner, is the quality of food the only thing we consider when picking a restaurant? Of course not, because we are able to leave any restaurant and not visit it again. Even if it provides the best food in the world, just because you or one of your companions were mistreated, or your order was ignored or was unjustifiably late, or any kind of misunderstanding happened between you and the waiter.

The same things would happened in the other services companies such as hotels and motels, clinics and hospitals, travel agencies and airline companies, schools and colleges, gyms and spas… and the repetition of such behaviors would cause a decay in any company’s reputation and a huge loss in profits.

Therefore, the rule is clear. When a consumer is buying a service, his highest priority is gaining a good relationship with the company. consumers’ behaviours are usually  affected by the way companies treat and deal with them more than the quality of the service. That explains the success of companies that essentially gives a great importance to developing good relationships with their costumers.

Companies now are rushing to hire the top skilled performers who can build and retain good and durable relationships with the customers.

Just while I was writing this blog, I remembered a lot of occasions when I changed my mind or had a bad experience about a company after the first time, before even trying their products or services.


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