Promotion And Marketing. Essay

1668 words - 7 pages

Today's customers want better service, higher-quality goods and lower prices. With so many competing for the same customers in a time of volatile markets, businesses must proactively evolve or fall victims to their competitors. It is no wonder companies are rethinking how they do business. For years, companies have used word-of-mouth to get their business up and running. In today's business world this is just not enough and especially so for an e-business. Knowing the buying patterns, interests and desires of customers as well as how they search provides companies with an advantage over competitors. This knowledge is so crucial to success that the process of promoting and marketing a business has become an industry of its own.
There are millions upon millions of websites online, and the simple reality is that unless you show people how to find your business, you could be lost in the crowd. This does not mean that a company should go out and randomly tell anyone they could find about the business. Two of the biggest marketing and promotional mistakes include sending out untargeted advertising and trying to be everything to everyone. Purchasing 10 million-email addresses and bulk mailing an offer would be untargeted advertising. Also your product will not appeal to everyone, nor should you attempt to make it sound like it will, a company should focus making their target audience happy instead. The key is to get your offer in front of as many of the 'right' people as possible. That means advertising to your target with persuasive sales copy that tells them exactly how your product will solve their problems or satisfy their desires.

A business should use the AIDA objective and create a web page that presents their message both visually and written that will draw attention, create interest and curiosity and result in the customer taking action. You can have more pages for the customer to click but think of the web page as just another full-page magazine ad and that is all you have to reach your audience. A business should make their web page interactive, getting the customer involved and changing it regularly. Associate the company's web site with a theme or interest that is shared by the online targets. If for example your online target audience is highly interested in Brittney Spears, seek to become the best Brittney Spears site. By doing so, the company has found another means of attracting attention to their home page and company/service. By doing this company has doubled their exposure in search engines, attracted other potential clients and become a high volume site. Look and see what's "hot" for your target audience (lifestyle, leisure, sport hobbies). Whatever it is find a theme and develop it. Certainly, the theme must be something that will be a positive association that will elevate rather than tarnish a company's image.
When a company thinks about linking it should create a brief, attention-getting message to interest...

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