Look Inside
"Maintaining Your Awareness" is the single most important strategy you must pursue.
If you don't know what is changing in the marketplace; your success is vulnerable.
There are many different theories, tactics and tricks used by marketing professionals to gain the attention of the public. “The public”, however, are not a unified whole - a bunch of people who just sit around waiting to be sold to. The public can be divided into as many different categories, age and interest groups as you care to do so. You can narrow your target market down using categories such as:
- geographic location
- age bracket
- gender
- interests
- political persuasion
- how they spend their time etc.
Their technology adaption behaviour can be reasonably well divided into five main categories:
- Innovators
- Early Adaptors
- Early Majority
- Late Majority
- Laggards
These categories, devised by Everett M. Rogers in his work on the “Diffusion of Innovations”, are often presented in a bell curve illustration with the majority of people falling into the middle two categories – the early and late majority.
In terms of marketing, particularly if you are introducing a new product, you want to tap into the innovators and early adaptors – people who embrace new products and create “buzz”. These people are “idea pollinators”; who naturally spread the word from one place to another.
Before devising your marketing strategy and target market, however, you have to find out what people want.
Contents
Preface
Chapter 1 Dealing with the Modern World
Staying up to date
Learn from history
Chapter 2 How to Get Noticed
Be seen in 3 different places
Chapter 3 Changing in Retailing
Online selling
Virtual services
Phone ordering
Buying in bulk
Trading goods and services
Parties
Organisational selling
Chapter 4 Using the Internet
Websites, apps, social media
Websites
Mobile friendly sites
Apps
Social Media
Blogs, ezines, ebooks
Data collection
Chapter 5 Using Social Media
Overview
Current social media apps
What is possible
Things you must do
Keywords
Examples of tricks of the trade
Chapter 6 Writing that Works
Words that sell
Blogs
Social Media
Ezines
E books
Editorials
Chapter 7 People who work in Marketing
careers in Marketing
What is needed to be a successful marketer
Chapter 8
Marketing Terminology
Appendix