Media, Message and Marketing

Marketing is about the use of Media and the Message.

Online Marketing is changing almost daily, yet some things are constant. While so much changes, we can say with some certainty that many of the underlying principles will remain the same. Here are what we see as the new laws to success with the online media, and what we recommend as a response:

1. People love videos; it is better to show than to tell, and better still to do both.

Recommendation: Videos are vital to marketing and to getting page rank and social index. They are now affordable and you should make a video for each of your products, your Brand and your niches.

2. Methods of Communication that touch, show, describe and cause interaction work better that any other, because people understand and learn using different senses.

Recommnedation: Build a marketing strategy that is interactive and as tactile as possible.

3. With all Media migrating to the Net there is a vast arsenal at your disposal. It is all becoming more interactive and more personalised. Media in this environment is more of a facilitator that a broadcast service.

Recommendation: Deliver a service that facilitates and engages no matter what medium you are on.

4. Search is Media; it continues to be the main way that shoppers find the products they seek.

Recommendation: Build your online presence based on best Search Engine practices and for best ranking.

5. Social media is becoming the pervasive way that shoppers look for and get social proof and are influenced. It is also become an advertsing and shopping channel, competing with search. Your success is based on building a wide presence and creating a solid social index to create viral-powered branding.

Recommendation: Build deep social networking into your business ™ online Brand and product marketing strategy.

6. Mobile is the most interactive, tactile and immediate channel.

Recommendation: Build a solid mobile-friendly website and communicate via mobile SMS and MMS text messaging. Build interactivity and automation into all you do.

These are the 6 principles that drive the content of the book. Business Marketing by these principles is at an advanced level, yet the book provides you with a simple and easy-to-understand guide that will help you implement the most successful strategies.


This site will add to your knowledge with a series of blogs, videos and practical examples. We will work with you with case studies and examples of successful campaigns and can, if you like, do it all for you.

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    • Hello Angie,Things I like in your Post:1) Don’t expect ntinast results just because you joined a few networks. Once you get in, you should be looking for several things: * What format the network prefers their content to be in * What style they prefer * The tone that does well there * What sorts of topics do the best * What are the sore spots * Who are the power users/influencers * Can you achieve your goal in the community? (If you’re looking for people to blog about your content, and most of the people in the community don’t know what a blog is, it’s not going to happen.)2) Unlike most marketing, the human element places a number of variables and issues that need to be taken into account: Really Need to taking care of it. Its so effective Thanks Palak Bhatt

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  3. You really make it appear really easy together with your presentation however I find this topic to be really something that I believe I’d by no means understand. It sort of feels too complicated and extremely wide for me. I’m having a look forward on your next post, I’ll try to get the hang of it!

    • Why not focus on how you’re selling ineastd of what you’re selling. Chances are whatever your product is there are other people selling the same thing. So if you discount it, they can discount theirs even lower, What can you offer the consumer that the others don’t.I buy all my tools at the Lumber yard company, they charge more than anyone else, but I don’t care. (within reason ofcourse) the reason I always go there is1) the provide complimentary cookies and coffee.2) The sales people and management know me by name and always take the time to say hello.3) I know that they have quality products and knowledgable staff and value my business.If your customer does buy your product, what can you do to make him think of you first when he buys next time.Think like a buyer not a seller. What would make you buy, and stay a loyal customer. Lower prices are everywhere.focus on these three things1) Service.2) Solutions ( your product is just what they need)3) SatisfactionHave a customer appreciation day, coffee and donuts.After you sell a product to the customer, wait a couple of days and give him a personal call, ask him if the product is working to his satisfaction, does he have any questions, etc.

    • I’m not sure if your point is that you think companies hlsuod be less concerned with the ROI, or they hlsuod market their products less, or they hlsuod be more buddy-buddy with their customers in social media mediums.The social part of social media is the people. Users don’t sign up for Twitter or Facebook because their favorite brand of jeans posts little quips about their product. People join those services because the people they are interested in and care about are there. Facebook and Twitter both had remarkable growth because they focused their product on people. These services were not sold to users as some grand new place to consume information about their favorite brands or companies; they were sold as a place to keep in touch with your friends, share pictures, stories, and opinions with the people you care about.Businesses don’t care what color shirt you’re wearing today, they don’t care how bad the traffic was on the interstate on your commute to work this morning. Businesses have one underlying interest, and that’s money. Money comes from customers who buy their product or service (you obviously know this). Expecting a business to get in the conversation for no other reason than being hip and cool is short sighted, and naive. Businesses come to social media because that’s where the people are.Business are not going to spend resources building a Twitter follower-base or Facebook presence without realizing some return on that investment. Heck, even the users of social networks are getting a return on their investment. A user’s investment is not monetary, it is time. In exchange for your time, Facebook tells you more about your friends that you don’t get to see every day, they keep you in touch with your family, and allow you to share information with groups of people that would otherwise be more difficult to reach. These social tools offer businesses a communication channel that has a huge audience, it allows them to communicate in a way they haven’t communicated before, and it allows them to directly track what kind of response their communication is really getting them. Ultimately, it all comes back to money. How much does a business spend on building these social presences? Does that investment turn into happier customers and, by extension, more sales? If not, then they’re doing something wrong.Everything in business is tracked back to how much does it cost, and how much does it return. You don’t hire someone because you’d like to spend 40 hours a week in the same building as them, you hire someone because you think they’re going to add more value to your business than the money that you’re paying them. You start a Facebook page, or a Twitter account because you believe it’s going to make you more money than you were making before you had it.Now, none of this is to say that social media doesn’t require a different marketing strategy than any other medium. Social media requires a significantly different pitch, a different tone, and a different attitude. Business can certainly get their customers involved and make their customers feel like their opinion is valued, and heard. A lot of companies don’t get this, and they push the same kind of message they push on a television or print ad. Social media requires a different way of thinking, and it’s our job as social media marketers to educate them on how to do this. Telling them that they hlsuodn’t be concerned with ROI is not going to get us their business. We need to teach and show our clients that they have to interact with their customers differently and that the short-term goals are different, but they will be able to measure this with an increase in their ROI. We need to prove to them that it will work, and teach them how to do it.

  4. Hi Gary,This looks great. I’m working on a suroce curriculum myself but won’t really get going full speed on it till mid April. I have a couple of thoughts you might find useful. Last fall I taught a four credit capstone suroce in Strategic Communications Campaign planning at the University of Minnesota. I included a substantial amount of social media in the suroce. The two things in the suroce I thought were most beneficial was 1. Dealing with both B2B and B2C audiences. I had the students do presentations for both, one of which was a major team project presented as the final. I had one of our own clients for the major project and it gave the experience real meaning. 2. The second thing I did was use no textbook. I assigned readings based on the topic and also based on what I thought was the state of the art in thinking in those areas. I made most of the readings available through a suroce Twitter account that I established. I have been teaching this suroce for decades and used most of our agency’s best practices for the essential strategic elements.Since social media was only about a third of this suroce it is only partially relevant, but I think students need a broad range of cases that go well beyond sugar water and shoes. Thanks for sharing this!

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