Consumers and Website Credibility In the 1990s, when graphical browsers graced computers with a way to view websites, web surfers became enamored with the technology and their ability to visit, or surf, websites for information. When businesses began using the digital channel to sell their products, many consumers lacked trust in eCommerce websites. Studies have […]
Is Your Company or Product Leading or Trailing the Competition? The market share analysis is another tool used as part of the marketing annual plan control and closely related to the sales analysis tool. Market share indicates how your company is doing in terms of unit or revenue sales compared to your competition. However, market […]
The Covid-19 pandemic caught many businesses, specifically B2B firms, unprepared to manage a crisis of its magnitude. Managing supply chain challenges, customer support, and customer communication proved toilsome, especially for businesses without a crisis communication plan. Because of the lack of preparedness, many B2B firms found that their customers were switching to other suppliers for […]
Sales Analysis In the article titled The Marketing Control Process for your Business – Explained, I outline what marketing controls are: “Marketing control is a process where company management or executives analyze and assess their marketing activities and programs.” The marketing control process includes four types of marketing control, they are, Annual plan control Profitability […]
Understanding the Marketing Control Process If you are like most small to mid-sized businesses, marketing your company probably includes a basic marketing plan, most likely not written down. You probably have some marketing collateral (brochures) to leave with customers, a website, a social media presence that gets occasional attention, and a sales team. Like a […]
Marketing in many B2B firms is often lackadaisical at best. However, B2B marketing does not and should not be halfhearted, especially in today’s digital, customer-driven marketing environment. B2B companies that achieve marketing excellence are better positioned to outperform competitors because they put customers first, create strategic alliances, and are value and outcome-driven. “Because the purpose […]
Traditional Marketing and Digital Marketing are the Same? Walk outside or in your own office and ask someone to tell you the difference between traditional marketing and digital marketing. The chances are that the general response will be that traditional marketing is not digital marketing and that digital marketing is online marketing. Huh? The reality is, there […]
To improve your customer engagement strategies, “Ask not how you can sell, but how you can help.” -Kellogg School of Management Mass Marketing: Marketing from the Past If you do not have a customer engagement marketing strategy, you miss out on opportunities to build your brand and grow your business. Businesses engaging their customers are […]
I can not count how many times I’ve heard members of a firm pitch their company. At trade shows, product presentations, marketing meetings, and other events. It’s the same dull pitch. A company representative gets up in front of the audience, clears their throats, asks how the audience is doing, and proceeds to tell them […]
According to eMarketer, B2B buyers are switching from their current suppliers to new suppliers amid COVID-19. The top reason for the switch is that existing suppliers are unable to offer delivery. The pandemic has placed a strain not only on suppliers but on the supply chain as well. Other reasons B2B customers switched suppliers include the […]