Digital Marketing Strategy Overview

by David Durham Internet and Businesses Online
This high-level marketing article covers three e marketing areas: The business applications and themes of marketing in a digital technology world How to secure sales through your online digital presence It gives you a working digital marketing definition for use in your business planning One of the attractive features of the Digital Marketing (DM) landscape is the rich diversity of brand marketing options to tailor one’s marketing strategy to suit you and your customers. This can also present problems to both individual entrepreneurs and also ...
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Mapping The Customer Journey

by David Durham Internet and Businesses Online
The 'Customer Journey' is a term which is increasingly used to try and capture the impact of digital technology and media on sales and marketing. But, what does it mean? In a simple sense, it can mean the route a customer takes from getting their original idea to making a purchase. For instance, you decide you want a pizza. What are the steps you go through to get your pizza delivered? However, it goes much deeper than that, as the following sections will ...
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Benefits Of Integrative Artificial Intelligence

by David Durham Computers and Technology
As you read this article, how did you get to this page? You more than likely initiated some sort of search or you saw it posted somewhere such as LinkedIn. Either way, it was you doing the clicks. Up until very recently, this is how we humans used tools. We initiated the interaction and the tool’s activities. This goes for all of our tools, not just computers. However smart or sophisticated they are, they needed a human to get them going ...
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Surprising Brand Insights From The Economic Man

by David Durham Business
What the Economic Man can teach us about branding? Nowadays micro-economic theory may not seem the most likely place to go looking for brand management insights. Perhaps you’re more likely to turn your attention to consumer behavioural analysis or cultural dynamics. It is, however, the foundation on which a lot of brand management concepts are based. The question is: is it still a useful concept in todays markets? The Economic Man Micro-economic theory gave rise to the idea of the economic man. He sounds ...
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Who Determines Brand Identity and Value?

by David Durham Business
In this article, we explore a shift in power. What is this power shift? It is a movement away from organisations as the sole communicator of brand identity and value. What has created this power shift? The internet combined with digital media technologies. As the inventor of the world wide web Sir Tim Berners-Lee commented, his vision for the internet was one of collaboration. Collaboration between people, and when technology permitted it, collaboration between machines. In the world of brand marketing that ideal of collaboration ...
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Mobile App Success with 4 Pre-Design Steps

by David Durham Business
Before launching a mobile app there are many questions that need to be answered. The answers to these key questions will help you to decide if it is worth going ahead with the expense of building the mobile app that you have in mind. Step One: App Pre-Assessment This first series of questions seeks to discover the likely demand for your mobile app idea.What problem is your app going to solve? Will it give people entertainment or will it provide a functional ...
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5 Advantages and Pitfalls of Brand Alliances

by David Durham Business
In the search for getting that extra edge in the market place, one option for business owners and directors to consider is partnering with other organisations. Generically this is known in business as a joint-venture. When it comes to specifically matching brands, it is known as co-branding or brand alliances. Growing brand equity by partnering with another brand can be an attractive option for business managers looking to expand their operations. 4 Brand Partner Considerations There are many factors to consider when partnering with ...
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Auto Revolution With MEMs

by David Durham Computers and Technology
In the world of disruptive technologies, microelectricalmechanical systems or MEMS for short, don’t get a lot of headlines. Media attention often falls on the amazing potential AI or IoT linked devices creating smart environments. However MEMS have been used in cars for many years, and are responsible for some of the automatic systems which many drivers now take for granted. What Are MEMS? They are very small mechanical devices. Born out of the integrated circuitry industry used in computers, they use many of ...
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Brand Marketing and Neuro-Marketing

by David Durham Business
Neuro-Marketing is a research method which aims to uncover the unconscious responses of the brain to stimuli. It does this by using a range of neurological test procedures to measure how people physically react to what they see or touch or smell or hear etc. This brain research approach application to marketing has helped marketers to understand how their potential customers respond to things such as advertisements, packaging and logo designs. These responses to stimuli occur at an unconscious level of the ...
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9 Business Benefits of Omnichannel Marketing

by David Durham Internet and Businesses Online
The proliferation of marketing channels created by digital marketing technologies has created an interesting challenge for many organisations. That challenge is how to be consistent across all marketing channels. Whether these channels are online or offline. The aim of omnichannel marketing is to present consumers with a consistent and relevant experience across all touchpoints. A Business-wide Challenge This is more than a cosmetic exercise in making fonts and colours the same across all marketing media. It goes much deeper than that, as it addresses ...
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Cultural Dimensions of Brand

by David Durham Business
The alignment of a brand with a consumer group’s core cultural values is essential if your aim is to create long lasting and profitable brand equity. To give us a framework for understanding cultural processes, let’s borrow Edgar Schien’s model of organisational culture. 1 He describes three levels of culture. The first level is artefacts.These are at the surface, and are the most visible aspects of an organisation’s culture. They include things such as buildings, dress code, logos and trademarks. The second level ...
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6 Business Benefits of Interactive Content Marketing

by David Durham Business
Visitor engagement is a key element in any effective content marketing strategy. There are several common ways of encouraging this, such as the style of your copy, the content relevance to consumers and video posts. The aim of interactive content is to engage visitors to a website or mobile app to go one step further than being passive consumers of information or entertainment. Interactive content aims to involve them with the content. Before we look at some of the different types, let’s ...
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Business Benefits of Enterprise IoT

by David Durham Business
The use of information technology in business has been going on for many decades. So what’s new about Enterprise IoT (Internet of Things) solutions? The new element is improved data analytics. The richness of this data and the tools to analyse it have impacted businesses in several ways. For instance, the results of analysing this data can be plugged into a company’s architectures, process workflows, business model and management and production systems. The new insights gained from data analytics can help an ...
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Developing, Managing And Growing Brand Equity

by David Durham Business
In this blog post, we’re going to explore some of the key tools and reasons for actively managing the economic value of a brand or a portfolio of brands. The financial worth of a brand is often called its’ equity value. The reason being is that it has a measurable impact on the balance sheet of a company. The key reasons for developing a management system for an organisation’s brand equity are as follows: To clearly communicate internally how important brands are to ...
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9 Mobile App Marketing Tactics

by David Durham Computers and Technology
Mobile App Customer Acquisition Strategies Before a mobile app is even built, its’ marketing plan needs to be thought through and designed. In this article, we consider a range of mobile app marketing opportunities which can be incorporated into your mobile app marketing plan. To begin with, think from a consumer’s perspective, when selecting which marketing opportunities are most suitable for your app. Are they active on the internet? If so, where exactly? And, if not, then how are you going to connect with ...
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Business and Consumer Benefits of IoT

by David Durham Business
The Internet of Things (IoT) is a concept of adding smart technology to products and services which organisations bring to their market. An IoT product has four basic characteristics:1. Product: A physical product or a physical product linked to a dedicated service2. Smart Technology: Sensors, a micro-processor and analytics software3. Connectivity: The ability to send data to the Cloud, via cellular or satellite connections4. Back-End Processing: Software to manage or monitor the device remotely Here are some examples of this technology in ...
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Successful Mobile App Engagement Strategies

by David Durham Internet and Businesses Online
It is one thing to get people to find and download your mobile app. It is another thing to get them to use it. Up to 20% of mobile apps are downloaded and never used. Many others are used only once. Here are some key strategies for encouraging people to use your app. Attributes of Popular Mobile Apps The most important of these engagement strategies is what the app itself does and how well it is designed. Here’s what people say about the ...
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Forces That Impact A Brand’s Potential

by David Durham Business
Once a brand has been created, it is time to plan for its’ future. Evaluating its’ current brand equity value is a good starting point. One way to do this is an analysis of its’ key characteristics. We can summarise these key characteristics as follows: 1 Its’ purpose. What makes it different. The need it fulfils. Is it transient or permanent? Its’ value promise. Its’ scope. The identifying trademarks. Each of these characteristics make-up the relative strengths and weaknesses of a brand. Use a traditional SWOT3 analysis of each ...
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Multi-Channel Marketing with Mobile Apps

by David Durham Internet and Businesses Online
Mobile Apps & Cross Channel Marketing Mobile applications for smartphones have added another important channel to the mix of digital marketing channels available to businesses. As smartphones have become a major force in their own right, how to manage them in conjunction with existing marketing channels has become a challenge. This article explores some of these challenges. Different Points of View There are two common terms used to describe this situation: cross-channel marketing and omni-channel marketing. Some take these terms to be interchangeable; effectively ...
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What is a Disruptive Technology?

by David Durham Computers and Technology
Exploring Disruptive Technology This article is a high-level overview of what’s meant by the term disruptive technology, and how can we analyse them. Disruptive technologies are not new to human history. A classic example is the invention of agriculture approximately 12,000 years ago. This transformed the way humans lived and gave birth to the more complex societies which we live in today. This has some key features of a disruptive technology: new skills were needed, resources had to be committed and there was ...
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