Online presence is often recognized today as the greatest point of marketing.
Letter from America
It is quite fascinating that the internet explosion and the computer age have transformed the way we attract and close sales. Working in journalism for 58 odd years, Alistair Cooke dominated, without any relent, a truly peculiar segment of radio talk show – Letter from America. Though, one of many wonderful programs of The British Broadcasting Corporation (BBC), Letter from America and Alistair Cooke clearly had the competitive advantage to dominate the talk show segment and the 15-minute radio broadcast for a little more than half a century.
But much more than anything else, it was a show, a product, a service developed, improved upon, and personalized by the veteran journalist, Sir Alistair Cooke. Alistair Cooke was an erudite scholar with a lot of warmth and wits. He spoke calmly and clearly, with great knowledge of subject and utter confidence of presentation and delivery. You always see him talk; watch him right from your mind his ejaculations in very articulate language that was an excellent blend of Queens English and American phonetics. As he spoke, listeners felt as if it was a television show, as if he spoke from the next door. Alastair Cooke had the competitive advantage, the winning edge, and the compelling substance that closes the sale anywhere, anytime and in many situations. It was a certain style displayed by the content of the message and style of delivery.
Alistair Cooke maintained the competitive advantage over that target audience all over the world for more than a decade. This took his personal development, style of rendition, and sheer dedication that millions of Americans and various nationals across the world would religiously cling to their transistors at the appointed time for many years across continents and generations, gladly listening to his fifteen-minute masterpiece.
A catchphrase for enduring marketing was aptly used in the great speech of Dr. Martin Luther King, Jr. when he said “I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character”.
Today, buyers do not place their decision to buy on the glamour or look of the advert but the content of it, and the ability of the product to meet such claims. Information is valuable in today’s marketing strategy. Even if you have a superior product, if you don’t know how to market it effectively and then close the sale, you will struggle. Our competitive advantage and winning edge lies in our ability to set up a good marketing plan.
What is the Marketing Plan?
Entrepreneurs require proper organization in the face of stiff competition, putting a coherent system in place that operates our entire marketing campaign. “Economic performance is the specific function and contribution of business enterprise, and the result for its existence. It is work to get economic performance and results. And work, to yield results, has to be thought through, and done with direction, method and purpose.” (Peter Drucker). That is a winning management system.
2. Marketing Strategy
The Marketing Mix strategy goes beyond the advertisement. Competition is always at the center point of the success or failure of organizations or people at the market place. Whether in the days of Alastair Cooke, or during the eras of Larry King, or Oprah Winfrey, marketing has always been composed of those activities which successfully connect an organization or entrepreneur to his environment. Such activities are usually designed to:
Meet formerly unmet needs, find out or discover a generic need in the environment, and work to meet the need through products or services.
Break down the generic need into specifics and various segments, the niche.
Develop products and services to meet those needs.
The pricing of the products, fairly and competitively to generate sales and incomes.
Distribution of goods and services, into the market place for easy and instant accessibility to the consumers
Effective communication of the qualities and abilities of the product and services to meet those needs.
3. Evaluation and Control
The Marketing Plan should be assessed and reviewed from time to time within the context of the corporate vision and mission, and the management functions of allocation, communication and coördination.
Results and findings are clarified in measurable terms, lapses are corrected. Additional avenues to generate income or create products and services are leveraged for greater prospects and profitability.
Competitive advantage is a function of the value that an organization was able to create for her customers/buyers over and above the real cost of creating that product or service in the first instance. It is the element that draws the buyer to our product or service instead of the competitor’s. Such was the experience of Apple Inc. in the creation and leadership of the gadgets market out of the traditional computer sector.
Information that is clearly written, audible and visible is vital to successful marketing. It is the content of the advert that matter most. A brand is heard of, perceived, seen, known, accepted, trusted and purchased by the customer through the contents of our message.
Message contents come through images, videos of spoken, written or acted displays, as well as written texts and messages.
The Business Case for Agile Content Marketing is an E-book written by Brian Clark, founder of Copyblogger. Download The Business Case for Agile Content Marketing here.
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