BRANDING THE NAME

Brand Perceptions

Any successful brand is successful by standing for something in the mind. Changing what you stand for is almost impossible unless you don’t stand for anything at all. A brand that stands for something in the mind is a brand that is forever locked into its position.

In the cemetery of failed launches are thousands of products like Xerox computers, IBM copiers, Tanqueray vodka, Listerine toothpaste, Coca-Cola clothes, etc. These products didn’t fail in the marketplace, they failed in the mind. They tried to stand for something that didn’t fit the prospects perceptions about the brands.

It means Mind first, market second. You can’t short-circuit the process by taking a good product to market to demonstrate its superior performance and then, in the process, changing perceptions in the mind.

Marketing is a game of perceptions. The perception is the reality. Start with the mind of the prospect and figure out a way to deal with those perceptions, even if those perceptions are negative.

E-MARKETING

eMARKETING

eMarketing is essentially part of marketing So the place to begin defining eMarketing is to consider where it fits within the subject of marketing. So let's start with a definition of marketing. The American Marketing Association (AMA) definition (2004) is as follows:
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Therefore eMarketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives.
This also helps us to differentiate between eMarketing and E-commerce, since E-Commerce is simply buying and selling online.
What are the eMarketing tools?
The Internet has a number of tools to offer to the marketer.
• A company can distribute via the Internet e.g. Amazon.com.
• A company can use the Internet as a way of building and maintaining a customer relationship e.g. Dell.com.
• The money collection part of a transaction could be done online e.g. electricity and telephone bills.
• Leads can be generated by attracting potential customers to sign-up for short periods of time, before signing up for the long-term e.g. which.co.uk.
• The Internet could be used for advertising e.g. Google Adwords.
• Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show.
How do marketers plan for eMarketing?
There are two ways of looking at this.
• An existing organization may embark upon some eMarketing as part of their marketing plan.
• An organization trades solely on the Internet and so their marketing plan focuses purely on eMarketing.
The marketing plan in either case is the next step, whether focused upon eMarketing or all marketing. The next lessons focus upon a tailor-made eMarketing plan which conforms to the acronym AOSTC (from our generic marketing planning lesson).
• A - Audit - An audit of internal strengths and weaknesses, an external opportunities and threats.
• O - Objectives - SMART eMarketing objectives.
• S - Strategy - eMarketing strategies.
• T - Tactics - an eMarketing mix.
• C – Controls – measuring the performance of our e-marketing plan