Understanding Marketing Communications

Messages applied to correspond with a market are called Marketing Communications. Marketing communicators or marketing communicator managers are also known as “marcom managers”. These managers are those who practice advertising, branding, direct marketing and promotions, graphic design, marketing publicity or advertising sponsorship, public relations, selling promotions or online ads. Marketing communications is a medium focused on product/produce/service as opposed to mutual communications where the motivation of communications work is the enterprise itself. Marketing communications is primarily demand generation, product/produce/service positioning whereas corporate communications handle issue management, mergers and acquisitions, litigation and many more. Construction and implementation of printed marketing collateral traditionally are the focus of communications for marketing practitioners. On the other hand, the practice to use tactical elements of branding and marketing speculative and professional research is improved to be able to guarantee stability of message delivery throughout an organization. Several trends in business can be ascribed to communications for marketing, for example the transformation of customer service to relations, and the revolution of human resources to solutions.

In branding, brand touch points are the prospects to contact stakeholders. The term “marketing communications” connotes the art and science of conveying information that the company wishes to disclose to the people. Such data may be related to product marketing, public proposals administered by the firm or launching a new product in the industry. The potential to effectively communicate is an art which not all people can be an expertise. Marketing communications may be an art and called science also because the way people communicate in a strategic plan implicates the expertise on the art and science behind that master is how we consider the factors influencing the facts like for instance, topics to be discussed, to whom they shall be presented and in whatever way of speaking they are accustomed to attain such task. Usually, complications take place in a scenario when an evolved market occurs like when it necessitates marketing the product, for instance, but the data already evolved. A phrase which is used to convey actions that convey marketing messages to your intended clients is called communications for marketing. This means it is all the activities you partake in to deliver your message across to you customers and other important prospects. Marketing correspondence is a compartment of the overall field of study widely known as marketing.

Marketing has a variety comprising price, place, and campaign, product launching, which involves the public, developments and physical indication, when marketing services. Marketing communication is apprehensive with the general behavior of an organization and their assessments which are promoted to stakeholders and prospect clients by means of these touch-points. Marketing communications therefore is a wide-ranging term that covers all the ways businesses cooperate and communicate with a market. Those in universal marketing, brand managers, Internet marketers, direct marketers, advertising agencies, publicists, public relations professionals, promotions specialists, and sales people all partake in some aspect of communications for marketings. For most, the supreme goal is to organize an incorporated, uniform impact across all forms of communication.

Internet Marketing Services Principles For Everyone For Free

Internet marketing services consists of so many things that can be done to make a website top on Google that with some due diligence and research, it can be done for free. How is this possible? Internet marketing services implements systems which affect the two major elements of website marketing which are Google ranking and unique visitors, i.e; traffic.

The most important is Google rankings and are for the keywords selected for a website therefore, the keywords selected must be exactly related to the content within the website. A good practice is to choose a minimum of 3 keywords up to an average of 9 each. The keywords can be a single word or what is called a long tailed keyword, meaning a string of words commonly used in search engines to search for the website. Research is necessary to choose keywords that are ‘reachable’ but yet have enough monthly traffic that the positions within the top 10 bring the site unique visitors. Unique visitors are visitors who are definitely interested in the content of the site and not someone just surfing the internet for something to do.

It is a good practice to research the monthly traffic for keywords before even choosing a name for a website because if you choose a name with the keyword as part of the name, you have already made progress towards your goal of being top for that keyword. Secondly, your keyword should appear in your meta tag title, description and keyword list for your website. Researching the monthly traffic for a keyword has never been easier. Wordtracker and Google itself both supply a quality service for webmasters. Wordtracker has a trial service to do so and Google is, of course, free.

The meta tags are tags used by search engines to display information about your website. The meta tags are not necessarily viewable by visitors on your Website unless the visitor right clicks on your site and views the ‘view source’. Since search engines use this information to display and give visitors a very brief summary of your site, it is therefore necessary to ensure that they are very descriptive of exactly what is contained on your website. When working with meta tags, the words within the title, description and keywords are considered keywords and various variations so when at all possible, do not use un-necessary words such as the, is, at, here, where, etc., as the search engines will consider them keywords. This is due to search engines using long tailed keywords also in their rankings. Many webmasters do not understand this as it is not information published somewhere for a webmaster to follow as a guideline to creating quality meta tags.

Generally, search engines prefer long tailed keywords as 3 words maximum. You may find a keyword in your research that consists of 4, 5, or even 6 words long. These words are all right within the context of your website but not a good strategy to choose them as one of your beginning optimization goals. Quality meta tags are part of the necessary internet marketing services search engine optimization strategies.

The other part of internet marketing services search engine optimization is called density which consists of how many times a keyword appears in your content, meta tags, alt tags and anchor tags compared to how many total words are on the page. Each page of your website should have it’s own optimization for internet marketing services and it’s own keywords, meta tags, etc. There are a few websites on the internet which will give you the density for a keyword on your site. Just search within the Google toolbar for keyword density and find a free service which supplies this. Density is computed by a percentage which would be, 1 keyword per every 100 words is 1% density, etc. If you had a density of 4.46%, then, over 4 words per 100 are keywords and if you have 5 keywords per 100 total words, then the density would be higher than 4.46%.

Keywords within your content of your site should be bolded and/or underlined to show the search engines that this word is important to the site. All words bolded or, sometimes webmasters use the HTML word strong instead, are considered by search engines to be keywords so when you bold the ‘click here’, you need to realize that this has now became a potential keyword.

Your description meta tag for your website should encompass your keywords. If you have selected about 9 keywords, you can many times, turn this into a logical statement for your site. The first keyword in your title should be your most important for your website. This same keyword should be the first keyword in your description and in your content of your site. By doing this, you are telling search engines that this keyword is your most important keyword for your internet marketing services strategies.

The meta keyword tag is used less often now because according to popular belief, Google doesn’t give any credence to this meta tag. However, wouldn’t it be nice to have a top ranking on yahoo or MSN? They use this meta tag and therefore it is still a good practice to implement this into your website. There are also many, many other search engines on the internet, and most of them still use the meta keyword tag.

Within your internet marketing services strategies, not only do you need to study your density for a specific keyword, but you should also be concerned about the placement of the keyword. A good practice but not necessarily a rule, is to place a keyword in each paragraph of your site and if the paragraph is longer than 3 sentences, then place the keyword twice in that paragraph.

To ensure you are in a position to reach top on Google, it is a good principle to study your competitors for this keyword. Go to the Google search bar and enter in the keyword you are optimizing your site for. The first couple of sites on Google are usually sites which have paid to be shown to you and they are irrelevant in your research. Generally there is a line between those and the ‘natural’ high ranking keyword websites. The first website under this line is your competitor.

Study your competitors website. First view their meta tags. Are you going to be as good or better with your meta title, meta description and meta keywords? If not, what changes do you need to make to compete with them. Do not copy them or Google will definitely catch you and your site could become banned with Google. Employ solid business practices without copying anyone else on the internet. Quality internet marketing services practices ensures your site doesn’t become search engine banned nor get in trouble somehow.

Next study your competitors density for the keyword. In this case, it is generally good to view the top 3 websites as the density for the whole website might not be from only the index/home page. You may need to view the inner page of the website to obtain a total story about a website.

You also need to ensure you have some anchor tags on your page. Anchor tags are clickable links on the website. The content that is showing on the page that can be clicked on is considered the anchor tag. These are just about as important to your keyword ranking as your meta title on the page. These are called hyper links as when a visitor hovers over them, they can click on them and either go to another page on your website or even someone else’s website.

The anchor text can read whatever you want it to read so try to blend in your main keyword within the content that becomes the clickable link. Again, do not use words such as the, as, is, it, at, here, where, etc. These will be considered as keywords by search engines. In order to make these keywords more important, it is good to create a page with the keyword as the name of the page so not only is the anchor text clickable, but the page name is also the same.

Anchor tags to other websites should be used sparingly due to the impact on your site. The first rule, of course, is that the other site should have the same content or be so closely related to your content that your keyword appears on that website or preferably within their clickable links as anchor tags. Also, it is very important to link your site to websites which have a Google ranking of 4/10 or better as a lower ranking website, can, affect the overall ranking you receive from Google for your website.

Alt tags are tags used for images. Years ago when the internet was somewhat young, alt tags for images were used to show the name of an image when it was assumed that the browser of other computers may not show the image. Nowadays with most computers having updated browsers and systems, this would rarely happen so search engines have now seen this as a way for webmasters to input their keywords instead within the alt tag since they have been doing this anyway for a long time. This does not add a lot of importance to your keyword but every little bit helps. If you view optimization as if you are going to school and you are receiving quarterly grades, then your final grade will be your overall ranking for your keyword.

Do you think that once this is done you now are within the top 10 on Google for your keyword? No. Now, you need to show Google that your site is important by links to your site and by traffic to your site. There are various systems to use to accomplish this and most of them can be for free if you are willing to put some time into doing them.

Using your meta tags as your foundation for your internet marketing services plans, list your site on search engines. There are many free services on the internet to help you with this.

The next thing you should do, is set up a link trading system so that other webmasters will come to you to trade links. Do not make this your exclusive way to market your site as you will be considered as having a link farm and Google frowns on these but using this regularly along with other systems, helps your site grow and you will receive visitors over time from doing this plus these are long term links where your link to your website stays on the other site until that site might be removed from the internet. The reason you want a system is to keep the information organized and the linking an easy thing to do but not time consuming.

Next, you should then seek to list your site on link directories. Many of these are free and again these are long term links where your link will stay on their site for most directories. You can use all the free systems and benefit greatly by doing so.

Some of them will charge for a featured listing or even to list on the site but it is not necessary to do this if you have a small or non-existent budget. If you have a budget at all, there are a couple of softwares that are worth buying which help automate a part of your listings to save time. One such software that we use contains 3700 directories. We have found that using this system, we can submit to 2500 directories in about 6 weeks if we work every waking moment on them. This helps greatly.

You now should be ready for the next step which is writing and submitting articles. The goal of writing an article is to have other webmasters publish your article on their website which could consist of a blog, or other high traffic sites. Therefore, the article you write should have content related to the content of your site however, the rule is that you cannot use this as a sales tool or your article will be rejected. There are many article directories on the internet for you to research so you can get some ideas on what to write and how to create an article. A good rule of thumb is to create an article of at least 500 words as some directories have limits.

There are variables between various article directories. All articles should have your main keyword in them as well as within the title. Within the article itself, it is a good practice to include the keyword as many times as once per paragraph and the paragraphs should average about 3 sentences in length. Some directories allow one or two hyper links within the article so you should use your keyword as your anchor text for these. Again, within the resource box and/or author box, use your keyword as a hyper link to your website.

Make a summary of your information for your article separate from the article but summarizes your article. Generally 3 sentences are acceptable and be sure to again include your main keyword although most sites do not allow the summaries to include hyper links.

Your resource box gives you the opportunity to add more information about your site, i.e; free giveaways, benefit of purchasing from your site, reasons for the reader to come to your site and any type of internet marketing services ‘hook’ you can think of that will work for you. Articles should be submitted once a week but if you can do more, of course, you will also receive more unique visitors. Once the article is read, the visitors interested will ‘click through’ to your site to view products or see more information.

The step that should take you over the final hurdle is creating a press release. This is probably the hardest job for you as now you cannot sell anything but find something newsworthy about you or your Website to announce to the world. There are many rules to writing press releases and these are mostly available at the places you will submit it to. Once you have created your press release, you can then submit it to the free submission services you can find on the internet. This takes some time to find as there are many services but a lot of them aren’t free.

The time spent is worth it due to the amount of unique visitors you will receive and the backlinks you will receive. Press releases impact a website within 2-3 days of submissions and are a must for any website as part of their internet marketing services arsenal.

Basically following the above instructions will put you on top of search engines over time. You will need to continue to implement more backlinks for your site as your competitor may have more than you, which you can discover by visiting the link popularity website, and so you should continue to add your site to as many sites as you can on the internet. If you have spare time now, you could now implement a system called Web 2.0 as part of your internet marketing services plans, which will then snowball the amount of visitors you receive but more complicated to use than the included systems herein. Hope to see you at the top.

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Explaining Customer Communications Management Technology For Marketing Communications Professionals

Customer Communications Management is a term highlighted by research companies such as Gartner Group, Forrester Research and Madison Advisors to define a convergent set of Information Technology solutions that together provide marketing communication professionals the ability to advance the way that they communicate with their customers.

Advocates of Customer Communications Management and its definition include Gartner Group, Forrester Research and Madison Advisors as well as a host of vendor organisations such as Pitney Bowes Group 1 Software, HP Exstream Software, Thunderhead, Xenos and EMC Document Sciences.

Initial Customer Communications Management concepts were focused upon the utilisation of company transactional documents. These documents such as bank statements, statement of account, invoices and other customer transactional documents were viewed as an ideal location in which to promote company products to customers.

The rationale behind this was cited in analyst research by Info Trends that, “transactional documents are opened and read by more than 90% of consumers. Because the average consumer is bombarded with advertising, e-mail, direct mail and other forms of solicitation each day, TransPromo can help you cut through the clutter and stand out.”

Not only are transactional documents more likely to be opened and observed than other types of document, they are also more likely to be studied for longer than say a direct mail piece. Thus, a company has an opportunity to communicate and promote its message to the customer.

The technology that supports customer communications management also allows sophistication in the content of the messages. Customer communications management technology may consist of the following components (of which you’ll find plenty of information on this site):

1. Data Extraction, Transform & Load software.
2. Data Management, Analysis and location intelligence software.
3. Data Hygiene database software.
4. Document composition software.
5. Electronic document archive software and perhaps payment processing functionality.
6. Print Stream Engineering / Post Processing Software.
7. Mailing compliance database software.
8. Printer Management Software.
9. High and medium volume production printers.
10. Envelope inserter machines such as those manufactured by Kern, Bowe or Pitney Bowes.
11. Email Marketing Software.
12. SMS Communication Software.
13. Mobile Media based content distribution software.
14. Entering the frame more recently social media distribution software.
15. Document Production Reporting Software

There are a number of key factors concerning the way in which the software assists the marketing communications professional.

The data extraction software presents marketers and business with an opportunity to combine data from multiple systems to enable a customer analysis. Through this customer analysis process it is possible for marketers to evaluate the marketing mix and position individual products to the customer in respect of relevance to the customer or the results of purchase propensity model.

The end result of this process will be the creation of a data model, data acquisition and decision rules that enable a document composition engine to follow its own set of document application rules to construct individual documents on the basis of data items contained within an individuals data record.

Thus the concept of one-to-one marketing is born.

It is theoretically possible at least that for a run of 100,000 statements, no statement will contain the same set of offers. Thus, clothing for women would not be marketed to men whilst ‘male gadgets’ would not be marketed to women.

But Customer Communications Management is not just about making offers to customers. It also provides companies with the opportunity to improve the clarity of their communications. Rather than producing line driven data in which it is difficult for a customer to extrapolate trends and a deepening of understanding in respect of his or her relationship with the supplying company, Customer Communications Management provides the opportunity for a company to deliver visual analysis through clear graphics and highlighted content.

The Document Composition engine is responsible for interpreting data and following a set of rules to create a set of documents that can either be printed or distributed electronically. The Document Composition engine usually produces either a print stream or, XML data.

Print streams are languages that printers use to instruct the print process. They are known as PDL’s or Page Description Language. Common print stream types include AFP, Xerox Metacode, VIPP, PCL and Postscript. There are numerous others but, in production printing environments these are probably the most common.

Sometimes the Document Composition Engine will output XML. The advantage of XML is that it may be repurposed either to print or to various electronic formats. Thus, XML provides a standard of interoperability between various computer software systems.

As documents move from the virtual data environment into becoming something physical, the may first need post processing. Post processing can be utilised to prepare a print job for production and distribution. This may include tasks such as the application of barcodes to deliver individual mail piece instructions to the inserters and to vary these in terms of the actual inserter being used. For example, one manufacturer’s inserter may require different barcode instructions to complete the same task than another.

Post processing does not only cover production preparation. One of the key cost considerations in Customer Communications Management is the cost of mailing. Various postal operators throughout the world offer discount schemes if a volume mail producer pre-sorts mail before despatch. As this process saves the postal operator considerable effort and cost, a discount is passed to the mail producer. Where mailing volumes are high, this discount figure can be significant to the mail producer where for example the Royal Mail in the UK will offer 18% discount to customers who pre-sort their mail into 120 ‘pots’.

Post processing may not suit all mail sortation needs however and for organisations who produce many smaller jobs, a Mail Sortation machine, situated as the very last element of the production process may be more suitable. Many smaller jobs can be aggregated through the day and then bundled together for a physical mail sortation process.

Sometimes, Post Processing may be an integral part of the document composition process and this may be more efficient from a production point of view because rather than creating a two step document creation and processing process, it can be delivered in a single step and as part of the major document application. This may save production time.

Print Management software controls the routing and distribution of print jobs to either a single production printer or a fleet of production printers. Print management software does not just provide routing as a benefit though, it also provides a mechanism for assured delivery (ensuring that all pages get printed) through communication and feedback from print devices and also provides management information that is useful for Document Production Managers.

Production printers in themselves have been a key driver in the development of Customer Communications Management as a concept. The advent of high speed, 90 page per minute and faster economic colour production printers in recent years has driven the usefulness and power of Customer Communications Management meaning that a company can produce ‘print shop’ quality documents ‘on the fly’ utilising data that may be infinitely variable as in one-to-one customer communications documents.

The final step of the process and the final major utiliser of data derived upstream in the inserting / mail finishing process. This is where paper documents are combined with envelopes and sealed. The inserter uses camera technology to read a barcode that provides a Piece ID, often combined with a data file produced by either the document composition application or the post processing engine.

By obtaining the Piece ID and performing a data file look-up, the inserter is able to determine factors such as the number of pages for a particular mail piece, whether any additional physical inserts are required (such as leaflets)and whether or not a piece should be out sorted for special human handling.

Thus the inserter is able to determine what should go in each envelope. Through further downstream cameras and sensors, it is also able to determine the integrity of a particular piece.

But this is not where Customer communications management ends. The provision of a document archive means that after a document has been created by the document composition engine, it can be made available to a company call centre or website. Call centre users benefit from being able to engage a customer by seeing the document that the customer has in his hand. This saves money in call centres speeding up call centre client query resolution times and meaning that call centres can handle more customers with fewer staff.

The delivery of documents via electronic channels is also seen as favourable, giving consumers a choice of document receipt method that suits their lifestyles. Combined with electronic payment, this may accelerate cash collection and thus improve a company’s cash flow position.

Relevance of communication is seen as key in overcrowded, competitive markets where service differentiation can be difficult. Documents that add value to the customer relationship add to differentiation and for many service oriented businesses and be a major factor in improving customer retention and acquisition.

Chief Marketing Officers are adopting Customer Communications Management because it heralds a world of new opportunity and a new way in which to develop customer relationships.