Monthly Archives: June 2023

The Marketing Mind The 3 Phases Of Decision Making While You Are Marketing

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Marketing in business environments employs consumer psychology in order to assist the consumer to identify product and services with fulfillment of individual wants and needs. This is done by recognizing that there are 3 unique phases that are present in every decision made regardless of how trivial. If these phases are handled out of order, or with incorrect emphasis, the marketing results will be reflected in the acceptance of any presentations made.

The 3 phases of decision making are as follows:

1.Cognition

Cognition, in respect to the marketing message, involves the consumer becoming aware of, or actively considering, particular wants and needs due to the stimulus of the message. Usually the marketing message will provoke a particular discomfort in the current situation, or accentuate a realistic opportunity for improvement or growth. The initial marketing process will highlight a need for change.

2. Divergence

Divergence, in respect to the marketing message, involves the consumer considering numerous reasonable alternatives that will potentially address the identified, or accentuated, wants and needs. The divergence phase is a phase of inclusion. Efforts should not be made to exclude any reasonable option at this point. The idea is to take a sincere look at viable options, regardless of preference at this moment. A common mistake is made when a marketer attempts to skip, or minimize, this phase and proceed directly to biased product recommendations.

3. Convergence

And finally convergence, in respect to the marketing message, involves the consumer weighing th pros and cons of each alternative, identified in the divergence phase, in order to logically converge upon a best solution (best versus and ideal). The convergence phase is a phase of exclusion. Efforts should be made, by a professional marketer, to facilitate the convergence upon a best fit solution that makes sense to the consumer. It will only make true sense to the consumer if they work through these 3 phases of the decision process personally and make the ultimate decision on their own with only guidance.

Conclusion:

Any marketing efforts that attempt to circumvent the normal 3 phase decision making process will be interpreted as suspect as it involves manipulation and coercion. Successful marketing results will not be consistent and predictable. This is because the true value of a particular product or service is a matter of perspective. And in the end, the only perspective that really matters belongs to the consumer.

Even if a decision is coerced, or achieved through manipulation, the long term benefits will seldom result in consumer satisfaction, repeat business, long-term relationships, or strong referrals.

Therefore, develop a consistent system that allows for lead generation, prospect qualifying, rapport building, interviewing, verifying, and making intelligent presentations based upon the perspective of the consumer.

Video Marketing Distrubution Making Yourself Known

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According to Canadian social media statistics, word of mouth in present time spreads news faster than mass media. And mass media did not slack; word of mouth is just in hyper speed because of social networking and video sharing sites. In the Age of Information, when instant gratification is the trend and more people surf the web than watch TV, the best way to send and receive information on the internet is through video sharing.

Successful video advertising can raise your business levels higher than your competition. Video marketing online does not need to be too complicated; it is todays best medium because it is the most cost-effective and it has the most returns.

Remember, though, that your viewers attention spans are fit only for varying rates of short bursts of information; posting a documentary-length video advertisement may not be a good idea. Also, the shorter your video is, the faster it can be downloaded and passed around. With short content, you have to be precise and straightforward so as not to confuse your viewers.

Your video does not to be a high-quality production. You just have to make sure that it keeps people watching long enough to get the message across. It doesnt even need to be actual footage; you can make videos from Powerpoint presentations and the like. Used not only on the internet, a Toronto TV commercial for a companys social responsibility campaign can use a presentation-like format and get the message across straightforwardly.

It helps a lot if you tag your videos with the best keywords that relate to your business. Many of the commercials Vancouver companies produce are uploaded on the web as well and they get more visibility from there because the tags are usually very specific. Your videos incidental traffic depends heavily on the tags that you put, so strategize your tagging.

Finally, you do not have to be in just one video site. Google loves video content because it owns both Google video and Youtube. You will rank higher in search engine results, almost immediately, when you post in multiple sites because Google lists the same video multiple times when it is posted to different video sharing and social networking sites. I guess it is true that even the highest-rating Toronto TV commercial will never, at any point, get as much attention as your average online video advertisement.

Make The Most Of The Marketing Mix

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Business administration involves the creation of a road map that outlines the specific goals that the business is working to achieve and targeted benchmarks for when those goals will be reached. By constructing a business and marketing plan companies develop strategies for reaching their goals in a timely manner. Experts in business recommend that ten percent of the budgeted operating expenses for the business be spent on marketing.

Because customers are the lifeblood of any business how the allocated dollars are spent on marketing can make a significant difference to the bottom line revenues that a company generates. Return on investment is essential for any business and finding marketing channels that will give returns above what is spent is the goal of the marketing department. The challenge for marketing directors comes in finding the right channel to put marketing dollars into and effectively creating a campaign for the selected channels that will give the highest returns.

The marketing mix is a term used to describe the combination of different channels that are to be used by the company to attract new business and increase customer retention. Within the marketing mix the director and his or her team divide the budget and make allocations for where, when and how the marketing dollars will be spent. Some channels may receive more money than others depending upon the cost of entry to the marketing channel and the effectiveness of that channel in returning dividends through sales to consumers.

A marketing mix might consist of print advertising in magazines and newspapers, direct mail, television commercials, radio spots and internet marketing. While traditional forms of media are dividing the budgets of big business smaller companies can also model a scaled version of a marketing mix down to fit their budget.

Where once the elements of traditional forms of media were incorporated into the marketing mix the online revolution has altered the perceptions and spending habits of many Americans. While some forms of media may still be included in the budget of a marketing mix directors of marketing departments are realizing that dollars spent on internet marketing are bringing the highest returns on investment.

While allocating a larger percentage of the budget to internet marketing on a macro level, executives are discovering that there are sub-channels within the internet marketing medium that require further study and division of the channels budget on a micro level. Search engine optimization, pay-per click campaigns and social network marketing are just a few of the options available to marketing departments that are focusing the core of their budgets on the cost effective and highly reachable consumers of their marketing dollars.