Marketing Augmented by Information.

Promoting any product or service has always been a tricky affair that combines corporate knowledge with derived information about the customers. Throughout the process information can be collected from just about anywhere (internally or externally), and is often worked and re-worked until that winning strategy is discovered.

Information, information and more information!
Market research has always relied on a lot of information about customers and often from customers. Demographic studies, disposable income analysis, preferences, age and gender, previous purchase habits and direct interviews/surveys- it all fits into the wider term of researching customers.

But what if there were a way to acquire this kind of information through your existing product or service?

In a way that doesn't actually cost you anything but increases turnover?

If you're an online organisation (even just a company website) that has information about products and services online, there are ways you can use this to acquire information.
Say, for instance, you're an online retailer specialising in electronics and computer components. You notice that a handful of customers are searching for wireless internet adapters and then internet security software each day. There is a trend here that those looking to get connected online are also looking to stay safe- this is a promotional opportunity.

As you can either use this opportunity to bundle these products together (if you're the base retailer) or suggest this to them when they visit the wireless internet adapter page and vice versa. Also, if a further few of these consumers are looking at other internet and software related items that's even more information.
Now, in a weekly newsletter you can highlight the newest releases for these items and the best prices every time you send it out to them.

Technological augmentation.
Further to this some organisations will research and develop algotrithims that allow them to analyse consumer habits, information, purchase and seach history, wishlisht information and so on.
Many large online retailers such as Amazon and Play have such algorithims and they can be infinitely useful for consumers buying one product with another. For instance, an Mp3 player with a case. You might not know what cases are available for your player and searching could prove fruitless or frustrating- via the algorithim, and suggested complementary purchases, you'd know and you'd have it in minutes.
Although, it can be used for more than just this. It can also be used to introduce consumers to new products they wouldn't usually buy or sometimes products from the same product line. For instance, CDs by a similar kind of musician or video games from a similar genre/publisher.

Shifting tactically.
However, be wary of the information you're using as it can sometimes be folly to continue promoting after a while. This is especially the case with consumers who change their tastes often (such as young people) and may actually push people away rather than draw people in.

For instance, in the case of PC games and software, younger consumers will often buy the latest titles straight away whereas some may wait until the price is less than the RRP. It is important to note which type your consumers are, as if they're the latter then perhaps the best time to tell them is in a sale- while if they're the former the best time would be on release day.

While information is a valuable marketing tool it is also one that is often misused. Many organisations feel that as they have the information they have to use it- this is not the case, not all the time, and if you continue to push products to those not interested you will get a rather soured reputation.

Thanks for reading and good luck!

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Networking with Clients.

Networking is one of the best methods of reaching new clients to further your organisation.
The concept is simple and effective in that you need only meet and speak to new clients for it to be effective, however, what you say as an organisation will relate to how effective this will be.

Good presentation makes for better results.
That's where most networking opportunities are lost.
At the point where you have to physically (or virtually) present yourself and your organisation to the client. There are many reasons for this and often they are to do with advertising yourself, your product or your organisation in the wrong way. Sometimes this is because it was too formal, or you pushed the message across rather than delivered it- so the first key point is what do you do (and not do) when networking.

Networking is no different than a conversation in many respects.
While you may be there on official business or representing an organisation, it's not just about you. The client may have questions, suggestions or a product of their own they'd like to offer you. Be polite and build up a rapport with your client.

Looking towards the future.
Sometimes networking is about tomorrow, not today.
When you connect with clients and organisations there are several benefits besides selling your product to them. They are most likely going to have contacts, products and clients of their own and this is a great opportunity for you. Consider all forms of networking and try to put yourself across as much as possible.

Finally, understand what kind of networking you are going to and plan accordingly.
There are so many different types of networking available and each will require a different outlook from you before it can be successful. Researching is a must. Always check the policies of the organisation or website you're going to network with/on and make the right decisions.

Networking opportunities.
So where do you network? Or, rather, where can you network?
Well, for this there are so many options; trade shows, business networking seminars, corporate events, at other organisations, via the internet, using social media (ie. Facebook/Twitter) and even some smaller online communities.

The beautiful thing about social media is just that- it's social.
Most people will have access to one of the social media resources, if not several, and this is a great way to deliver information straight to them on something that actually use. Rather than directing them to a website or using an electronic newsletter, you can send updates straight to the sites they actually use and keep them connected all the time.
It might seem like a time consuming process and like you would need a whole department to run all of these social media networking sites- but it can be done effectively with just a few people. From these people you will gain countless opportunities to connect with clients, products and organisations.
Not to mention it's free.

Further information.
The above suggestions are also a small part of the wide range of networks available.
There are hundreds more and not all of them will be applicable or useful to your organisation but they are there and people are connected to them. Finding the ones that best suit your organisation will make all the difference in successfully networking online.
The same principles also apply with physical networking at trade shows. There are so many different shows, events, seminars, meetings and so on that it's not possible to go them all. Nor is it profitable. But, again, finding those who are useful to you will make all the difference.

That's all for now- thank you for your time!

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