4 Tips On Adding Social Media To Your Email Marketing Mix

The last few months have seen an unprecedented rush by email marketers to stake their claims in the new and burgeoning social media territories. As the number of social media participants continues to increase exponentially and brand presences proliferate in lockstep, it is important to avoid rash hastiness in the enactment of your social media strategy.

So, instead of jumping in too quickly, strive to make your implementation painless and successful for both your brand and your customers. Here's how you can do that.

Add One Element At A Time
When you’re taking the plunge into social media it’s not a good idea to follow Freddy Mercury’s famous lyric of “I want it all and I want it now”. 

Launching a social media campaign on Day One with a full-blown presence on Facebook, Twitter, Linked In, and a half a dozen other sites can be counter-productive. Not only will you be spreading yourself too thin, but your rollout will seem too “corporate” and not “organic” enough.

The social networks have their own forms of etiquette which take a bit of time to absorb, so you may want to “learn the ropes” on a not quite top tier social network such as Skyrock or MySpace before you leap into Facebook.

Limit your expansion to the social networks that are most relevant to your brand and that you can adequately service because social media is all about conversation and if you can’t reply to queries in a day or less, you’re missing the boat.

Cater Your Speed To Your Segments
If your email list centers on iPhone apps or gaming video cards you can certainly probe the ragged edge of experimentation in state of the art social media communication, as you can be certain that your audience is more than hip enough. However, if your brand deals in mobility scooters or walk in bathtubs, you would be well advised to take the slow road to embracing social media.

Older and less Internet savvy customers may still be confused by social media, or even outright wary of it. Take a good hard look at your demographic segmentation and tone down the speed and intensity for the prospects who might be scared off by it.

Announce Your Plans
You should not limit your social media presence promotion only to a button on your email marketing campaign messages. Discussing your presence in your newsletter, on your blogs and on your site will draw considerable extra attention and traffic.

If your brand has a sizable conventional media budget, provide your Facebook Fan Page or Twitter name on your ads. If you need more convincing, check out how many major corporations are now promoting their Facebook pages rather than their website URLs on network TV commercials.

Don’t Expect Instant Results
With the recent news that Facebook has topped half a billion users, many unsophisticated email marketers expect that they can slap up a Fan Page, engage in some light banter with a bunch of FBers, and triple gross sales by the weekend.

Unfortunately, establishing a successful social media presence takes a considerable amount of time and effort. Not only will you have to work hard at increasing the number of Facebook fans and Twitter followers, but you will need to keep them constantly engaged with relevant content and conversation.

You may find that your social media marketing may actually under perform at first as your brand builds up its “street cred.” Social media participants tend to place a greater emphasis on reputation than you might think, so simply presenting them with good selection, discounted prices, and the rest of the conventional marketing approaches may not be the best way to social media success.

If you can intrigue and enchant the social media crowd with your brand’s focused relevance and online responsiveness, you will have found the key to avoiding social mediocrity and achieving social mediawesomeness.

Social Media Top Priority for PR in 2011

More than two-thirds (67%) of senior-level public relations (PR) professionals say their companies are now engaging in social media on some level and 69% say social media will be a top priority for PR in 2011, according to a survey from Vocus. Fully 80% of PR professional say social media will be more important in the coming year.
Surveyed PR professionals say social media is maturing in their companies:
  • 25% say their companies contribute value via social media content.
  • 23% are sharing brand-related stories via social channels.
  • 19% are participating in social conversations.
Another 17% of companies are listening to social media conversations, and 7% respond only when necessary.
Below, other findings from the report titled Social Media Comes of Age: The Vocus 2010 Planning Survey.
Organizations of all sizes are expressing confidence with social media.
Larger organizations (annual revenues of $750 million to $1 billion) are the most confident: 50% say they are creating value via content creation.* Small ($1-5 million) and mid-sized businesses ($6-50 million) follow in confidence levels, 28% and 29%, respectively.
The Marketing Mix in 2011
In 2011, social media will be a top priority for PR professionals, followed by strategic communications (66%) and measurement (61%).
Meanwhile, 76% of companies will spend either the same or less on traditional media relations, and 65% will spend the same or less on community relations and corporate philanthropy.

Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.

Marketing More Challenging
Six in ten PR professionals (60%) say PR will be more challenging in 2011. Budgets are cited as the top reason (37%), followed by a variety of options (22%), social media (19%), and rapid change (19%). Only 14% cite the economy as their top challenge.
Moreover, marketing budgets are expected to improve in 2011: 42% of PR professionals say they expect budgets to "increase somewhat" or "increase significantly" over 2010 levels, compared with the 29% who said so a year earlier.
Roughly 20% say budgets are "decreasing somewhat" or "decreasing significantly" in 2011, compared with the 29% who said so a year earlier.
SEO and ad professionals are the most optimistic about their budgets in the coming year: 27% of search and SEO professionals expect their budgets to increase significantly in 2011, as do 25% of advertising professionals. Only 7% of PR and marketing professional are expecting such increases.
PR's Role in Marketing Mix
PR's role is gaining in importance: 63% of PR professionals say PR will be more important to the marketing mix in 2011, and 31% say it will remain the same. Some 5% say PR's role will be less important in 2011.
PR and marketing are working together on social efforts: 23% of PR professionals say marketing is leading social media efforts, while PR contributes, whereas 22% say PR is leading social media efforts with several other departments contributing.
* The participation was not necessarily proportionate to the budget (or funding for a program) based on the size of the company's earnings.
About the data: Findings are from a survey of 508 senior-level public relations professionals from Oct.26, 2010 to Nov. 21, 2010

Ten Steps for Creating a FANtastic Facebook Fan Page

Considering Facebook's 300 million active users, and the thousands joining every day—along with its Alexa ranking of 3 (that is, Facebook is the third most-trafficked website)—businesses really must tap into the power of this online behemoth.
Facebook offers many features for strategic networking and generating visibility for your company.
Among them, Facebook fan pages are (currently) the only feature fully indexed by Google. By inserting keyword-rich text throughout your fan page and updating regularly, you can create tremendous search engine optimization.
Using Facebook's Social Ads, you can then drive targeted traffic from the entire Facebook site directly to your fan page.
Once potential fans click through to your fan page, your goals are as follows:
  • Immediately grab their attention and make them feel they are in the right place (they feel they made the right decision by clicking on your ad)
  • Inspire them to become a fan
  • Draw them in to engage with your page
  • Keep them coming back—often called "stickiness" (your fans keep coming back to engage with your page) 
  • The following 10 elements of dynamic Facebook fan pages will set you head and shoulders above the rest and keep your fans coming back for more.
    1. Title your page
    When first creating your fan page, you need to choose a title; it could be your brand name, personal name, or business name, as well as a few descriptive words. Typically, the shorter the title, the better, because each time you add content to your fan page your long title will append to each post.
    2. Choose a picture that pops
    This is not a well-known fact, but Facebook's ideal size for a fan page image is 200 pixels wide by 600 pixels high (it looks rather like a bookmark shape).
    Whenever you post on your own fan page, the thumbnail image that appears will show a section of your main picture, so you may need to experiment with your graphic to get the image just the way you want it.
    3. Secure your username
    As soon as you get your first 25 fans, you'll be able to register your unique username (often called a vanity URL) at http://facebook.com/username. For example, instead of being a long, unmemorable link, you can shorten the link by using your brand name, company name, etc. (mine is http://facebook.com/marismith).
    4. Set a landing tab
    You can create a fully customized "landing page" for your non-fans, with images, keyword-rich text, links, even video. How? Just add the Static FBML app, paste in your FBML code (very similar to HTML), then edit your fan page settings to select the specific tab you wish non-fans to land on.
    For examples, see http://facebook.com/droz, http://facebook.com/gary, http://www.facebook.com/ellentv, http://www.facebook.com/cocacola, http://www.facebook.com/ONE, http://facebook.com/paysonjewelry.
    5. Write an appealing About Us/Bio
    There's a small text box area just under your fan page picture; use this area very strategically to essentially summarize what you do, whom you help, and how you help them. Even better, include a call to action with a hyperlink (be sure to include the "http://" so it's clickable).
    6. Import your blog posts
    Using the Notes app, pull in your blog feed so that each time you make a blog post, your fan page automatically updates and your fans can read and comment on the post. Doing so also helps to consistently add content to your fan page and keep it fresh and engaging.
    7. Show posts by page and fans
    There may be strategic reasons for showing posts only by you on the fan page, or only by your fans, but I highly recommend setting it to show both. That way, anyone who comes to your page can see the interaction from both sides.
    8. Encourage your fans to add content
    Your fans can add their own photos, videos, and comments on your "wall." Allowing and encouraging your fans to add their own content will make them feel more a part of your online Facebook community, and when they tag themselves that content goes out into their feeds creating more visibility for you.
    9. Respond to your fans
    Providing quality content is just one aspect of building a good Facebook fan page (or any social networking presence, for that matter). Another critical aspect is engagement. By actively responding to your fans' comments, questions, suggestions, ideas, etc., you show that you're a company that cares, listens, takes action, and engages your community.
    10. Broadcast to Twitter
    Using the new Facebook fan page to Twitter app http://facebook.com/twitter you can write status updates up to 420 characters that will go out as a tweet on your Twitter account and truncate at about 120 characters with a bit.ly link back to your fan page. Great for cross-promoting and extra visibility!

    Source :http://www.marketingprofs.com/

Nine Marketing Tips for Black Friday, Small Business Saturday, and Cyber Monday

This holiday season, there's a movement afoot to support the small business community.
Large retailers have always counted on Black Friday to turn their books from red to black and online retailers have Cyber Monday to cash in afterward.
And this year, American Express OPEN has launched Small Business Saturday (November 27) to help drive "shop till you drop" consumers to local small businesses. Check it out... you could easily get your hands on $100 of Facebook Ads credit.
Face it: as a small business, you probably won't be able to beat Wal-Mart or Best Buy low-price bargain HDTVs and Xbox Kinects Friday morning. But consider that big-box retailers typically don't have your service or expertise.
So how can a small business get the upper hand on these three monumental shopping days? I'll share nine solid marketing tips to help you cash in and remain highly competitive throughout the holiday season.
1. Differentiate your marketing
Understand that as the holiday shopping season goes full throttle, so do the marketing messages prospects receive. Make your message clear, understandable, and to the point. That means shorter emails, fewer emails, and emails that are more effective.
Add a complimentary channel to your mix by marketing a special offer via postcard. It's different from email and results in a favorable response from your contacts.
2. Offer extended support and service
This point is important. People are sometimes impulsive and need to be reassured about their purchase. Most big-box sales are final, with very few exceptions for refunds.
You could instill more trust in your prospects by having a favorable guarantee policy. Perhaps your product requires support—offer extended or premium support. The name of the game is to bundle it with your service, not twist their arms when they purchase.
3. Reward your most rewarding customers
It sounds simple, but with bargain email marketing solutions, it's more difficult to accomplish. Leverage your CRM (customer relationship management) software to find your most active customers and send them an attractive, tailored offer, like special pricing, free shipping, gift with purchase, or product upgrades. Similarly, you can reward customers who spend a certain amount with credit toward their next purchase.
4. Lay the bait and offer it to who responds
What I mean is this: Let your contacts know that you will have a special deal for them, but they have to let you know they are interested by clicking a link. This approach not only shows you who is responsive on your list but also allows you to better target your special offer to those who are genuinely interested in it.
Feeling brave? Make the offer available to the first 50 people who click the link—then work with only those 50 people directly. It might feel uncomfortable because you're not emailing the same offer to your entire list, but you'll have better conversion and your customers will be impressed with how customized and personal your message and offer are to their interests.
5. Double-down on pay-per-click (PPC) ads
People are definitely going on Facebook during the holidays. Double-down on your investment and go big with an attractive campaign that people want to share with their friends.
Google is also a huge asset as people look almost instinctively for the best possible deal for products. Use targeted phrases, including "Black Friday," to nail this target searcher.
6. Follow up!
Simply because someone didn't purchase your special offer doesn't mean that person wasn't interested that time. Invite them to sign up to discuss your offering later. Offering a helpful guide that addresses the needs of your customers in your industry would be a great method to start. Following up with customers is just as important as prospects. Let them know you appreciate their business and start building even more trust from there.
7. Hunt down bargains for your contacts
No matter what industry you're in, there are sure to be some great deals that you simply can't offer that someone else can. Advocate for your audience and let them know where there's a special deal. It could be on electronics or even floor jacks; if you know your audience, you are in a much better position to share deals that matter to them. BFAds.net is a good source to check out the bargains happening during Black Friday and Cyber Monday.
8. Be active in social media
Savvy shoppers will ask their friends on Twitter and Facebook for the best deals. Don't you want to be a part of that conversation? Let your audience be aware of your specials for Black Friday, Cyber Monday, and Small Business Saturday by using those in hashtags on Twitter (#blackfriday, #cybermonday, and #smallbusinesssaturday).
Perhaps you have a killer Facebook deal; you could ask fans to Like your Facebook Page to reveal a special offer. Apps like Wildfire or Bulbstorm make doing so easier for businesses to manage.
It's not just about making sales. It's a good time to monetize your social media audience by offering something they like.
9. Provide premium digital goods to complement your product and service
With the advent of digital goods, you should be able to leverage the ability to package a ton of digital resources with others effortlessly. Bundling a useful training guide, free videos, or cheat-sheet to mastering a skill or area of your product can be a lifesaver to new customers. Help them out and help them trust your expertise.
* * *
These suggestions are ways to enable a business of any size to compete against the bigger dogs. And the beauty of it all is that they require virtually no additional budget to execute well. The name of the game is personalization and relevance based on previous buying (or prospecting) activity.



Pemasaran umumnya dipandang sebagai tugas untuk menciptakan, memperkenalkan, dan menyerahkan barang dan jasa kepada konsumen dan perusahaan. Sesungguhnya, orang- orang pemasaran melakukan pemasaran dari 10 jenis wujud yang berbeda: barang, jasa, pengayaan  pengalaman,  peristiwa,  orang,  tempat,  kepemilikan,  organisasi,  informasi, dan gagasan.

Pertanyaan yang Sering Diajukan oleh Pemasar

☻Bagaimana cara mengenali dan memilih segmen pasar yang tepat untuk dilayani?
☻Bagaimana cara mendiferisiasikan tawaran kita terhadap tawaran pesaing?
☻Bagaimana cara menaggapi pelanggan yang mendesak kita untuk menurunkan harga?
☻Bagaimana cara bersaing dengan para pesaing yang berbiaya rendah, berharga rendah dari dalam dan luar negeri?
☻Sejauh mana cara menyesuaikan tawaran kita supaya pas dengan kebutuhan masing- masing pelanggan?
☻Cara-cara penting apa yang dapat menumbuhkan bisnis kita?
☻Bagaimana cara membangun merek yang lebih kuat?
☻Bagaimana cara kita menguarangi biaya untuk mendapatkan pelanggan?
☻Bagaimana cara menjaga pelanggan kita supaya tetap setia selama periode yang panjang?
☻Bagaimana cara menetapkan pelanggan yang lebih penting?
☻Bagaimana cara mengukur lamanya pengembalian modal yang diinvestasikan dalam iklan, promosipenjualan, dan kehumasan (PR)?
☻Bagaimana cara memperbaiki produktivitas tenaga penjual?
☻Bagaimana cara membangun saluran pemasaran ganda dan mengelola konflik saluran?
☻Bagaimana cara membuat departemen-departemen lain perusahaan di kita menjadi lebih berpotensi kepada pelanggan?


Dari  sejumlah  definisi  pemasaran  yang  ditawarkan,  kita  dapat  membedakan  antara definisi   sosial   dan   definisi   manajerial.   Definisi   sosial   menunjukkan   peran   yang dimainkan  oleh  pemasaran  di  masyarakat.  Seorangpemasar  mengatakan  bahwa  peran pemasaran adalah ”menghasilkan standar hidup yang lebih tinggi.” Berikut ini ada sebuah definisi sosial yang sesuai dengan tujuan kita:

♠        Pemasaran  adalah  suatu  proses  sosial  yang  di  dalamnya  individu  dan  kelompok mendapatkan apa    yang             merekabutuhkan                        dan   inginkan    dengan   menciptakan, menawarkan, dan secara bebas mempertukarkan produk yang bernilai dengan pihak lain.
Untuk  definisi  manajerial,  pemasaran  sering  digambarkan  sebagai  ”seni  menjual produk.”Akan tetapi, orang heran ketika mereka mendengar bahwa bagian yang paling penting dari pemasaran adlah bukan penjualan! Penjualan itu hanya merupakan puncak

kecil  gunung  es  pemasaran.  Peter  Drucker,  seorang  ahli  teori  manajemen  terkemuka, mengatakan sebagi berikut:

Orang dapat mengansumsikan bahwa akan selalu ada kebutuha akan penjualan.
Akan tetapi, tujuan pemasaran bukan untuk memperluas penjualan hingga kemana- mana.  Tujuan  pemasaran  bukan  untuk  mengetahui  dan  memahami  pelanggnan sedemikian  rupa  sehingga  produk  atau  jasa  itu  cocok  dengan  pelanggan  dan selanjutnya menjual dirinya sendiri. Idealnya, pemasaran hendaknya menghasilkan seorang pelanggan yang siap untuk membeli. Semua yang dibutuhkan selanjutnya adalah menyediakan produk atau jasa itu.

♠      ( Manajemen ) pemasaran adalah proses perencanaan dan pelaksanaan pemikiran, penetapan   harga,   promosi,   serta   penyaluran   gagasan,   barang,   dan   jasa   untuk menciptakan pertukaran yang memenuhi sasaran-sasaran individu dan organisasi.


Pemasaran dapat dipahami lebih lanjut dengan mendefinisikan beberapa konsep intinya.

Pasar Sasaran dan Segmentasi
Jarang  seorang  pemasar  dapat  memuaskan  setiap  orang  di  pasar.  Tidak  setiap  orang menyukai  miniman  ringan,  ruangan  hotel,  restoran,  mobil,  perguruan  tinggi,  dan  film yang  sama.  Oleh  karena  itu,  para  pemasar  memulai  dengan  segmentasi  pasar.  Mereka mengidentifikasi  dan  membedakan  kelompok-kelompok  pembeli  yang  mungkin  lebih menyukai atau memerlukan berbagai produk dan bauran pemasaran. Segmen pasar dapat diidentifikasi   dengan   memeriksa   perbedaan-perbeaan   demografis,   psikografis,   dan
perilaku di kalangan para pembeli. Selanjutnya, perusahaan memutuskan segmen mana
yang  menyajikan  peluang  yang  lebih  besar  mereka  yang  kebutuhannya  dapat  dipenuhi oleh perusahaan dengan cara yang unggul.
Untuk  masing-masing  pasar  sasaran  yang  terpilih,  perusahaan  mengembangkan suatu  tawaran  pasar.  Tawaran  itu  diposisikan  di  pikiran  para  pembeli  sasaran  sebagai suatu   yang   memberikan   beberapa   manfaat   sangat   penting.   Sebagai   contoh,   Volvo mengembangkan  mobilnya  untuk  para  pembeli  di  pasar  sasaran  yang  menganggap keselamatam  mobil  sebagai  perhatian  utama.  Oleh  karena  itu,  Volvo  memposisikan mobilnya sebagai mobil yang paling aman yang dapat dibeli pelanggan.
Secara tradisional, ”pasar”adalah tempat fisik di mana para pembeli dan penjual berkumpul untuk mempertukarkan barang. Para ahli ekonomi sekarang menggambarkan pasar  sebagai  kumpulan  pembeli  dan  penjual  yang  melakukan  transaksi  atas  sebuah produk  atau  kelompok  produk  tertentu  (pasar  perumahan  atau  bahan  makanan  ).  Akan tetapi, para pemasar memandang penjual sebagai bagian yang membentuk pasar.
Orang-orang  bisnis  sering  menggunakan  istilah  pasar  untuk  meliput  berbagai pengelompokan pelanggan. Mereka berbicara tentang pasar kebutuhan (pasar orang yang melakukan diet); pasar produk (pasar sepatu); pasar demografis (pasar orang muda); dan pasar  geografis  (pasar  perancis).  Atau,  mereka  memperluas  konsep  itu  untuk  meliputi pasar lain, seperti pasar pemilih (pemberi suara), pasar tenaga kerja, dan pasar donor.

Pemasar dan Pospek
Seorang  pemasar  adalah  seseorang  yang  mencari  tanggapan  (perhatian,  pembelian, pemberian  suara,  sumbangan)  dari  pihak  lain  yang  disebut  prospek.  Jika  dua  pihak  itu saling  berusaha  untuk  menjual  sesuatu  kepada  yang  lain,  kita  menyebut  keduanya pemasar(marketers).

Kebutuhan, Keinginan, dan Permintaan
Pemasar  harus  berupaya  untuk  memahami  kebutuhan,  keinginan,  dan  permintaan  pasar sasaran.  Kebutuhan  menggambarkan  tuntunan  dasar  manusia.  Orang  membutuhkan makana,  udara,  air,  pakaian,  dan  tempat  berlindung  untuk  bisa  bertahan  hidup.  Orang juga  sangat  membutuhkan  rekreasi,  pendidikan,  dan  hiburan.  Kebutuhan-kebutuhan  itu menjadi  keinginan  bila  diarahkan  kepada  sasaran-sasaran  spesifik  yang  mingkin  dapat memenuhi   kebituhan.   Orang   Amerika   membutuhkan   makanan   tetapi   menginginkan sepotong  hamburger,  kentang  goreng,  dan  miniman  ringan.  Seseorang  di  Mauruitus membutuhkan  makanan  tetapi  menginginkan  sebuah  mangga,  nasi,  miju-miju  (lentils) atau   biji-bijian   kering   yang   dimasukkan   ke   sup,   dan   kacang-kacangan.   Keinginan dibentuk oleh lingkungan masyarakat seseorang.
Permintaan  adalah  keinginan  akan  produk-produk  spesifik  yang  diduking  oleh kemampuan  untuk  membayar.  Banyak  oranmenginginkan  sebuah  Mercedes;  hanya sedikit  yang  mampu  dan  mau  membelinya.  Perusahaan  harus  mengukur  bukan  saja berapa  banyak  orang  menginginkan  produk  merka melainkan juga berapa banyak yang akan benar-benar mau dan mampu membelinya.
Perbedaan-perbedaan itu memperjelas kritik yang sering dilontarkan bahwa ”para pemasar  menciptakan  kebutuhan”  atau”pemasar  membuat  orang  membeli  barang  yang tidak  merka  inginkan.  ”para  pemasar  tidak  menciptakan  kebutuhan;  Kebutuhan  telah lama  ada  sebelum  pemasar.  Pemasar,  bersama  dengan  pengaruh-prngaruh  masyarakat
lain,   mempengaruhi   keinginan.   Pemasar   mungkin   mempromosikan   gagasan   bahwa
sebuah Mercedes akan memuaskan kebutuhan seseorang akan ststus sosial. Akan tetapi, mereka tidak menciptakan kebutuhan akan status sosial.

Produk atau Tawaran
Orang  memuaskan  kebutuhan  dan  keinginan  mereka  dengan  produk.  Produk  adalah setiap tawaran             yang        dapat  memuaskan                kebutuhan   dan   keinginan.    Kita    sudah menyebutkan   sebelumnya   jenis   utam tawaran   dasar:   barang,   jasa,   pengalaman, peristiwa, orang, tempat, properti, organisasi, informasi, dan gagasan.
Merek adalah suatu tawaran dari suatu sumber yang sudah dikenal. Nama merek seperti  McDonald’s  menimbulkan  banyak  asosiasi  dalam  pikiran  orang:  hamburger, kegembiraan   anak-anak,   makanan   siap   saji,   Golden   Arches.   Asosiasi-asosiasi   itu membangun kekuatan mereka yakni, citra merk yang kuat dan menyenagkan.

Nilai dan Kepuasan
Produk atau tawaran akan berhasil jika memberikan nilai dan kepuasan kepada pembeli sasaran.  Pembeli  memilih  di  antara  beraneka  ragam  tawaran  dari  mulaiyang  dianggap memberikan nilai yang paling banyak. Kita mendefinisikan nilai sebagai rasio antara apa yang didapatkan dan apa yang diberikan pelanggan. Pelanggan mendapatkan manfaat dan mengeluarkan  biaya.  Manfaat  mencakup  manfaat  fungsional  dan  manfaat  emosional.

Biaya  mencakup  biaya  moneter,  biaya  waktu,  biaya  energi,  dan  biaya  fisik.dengan demikian, nilai dirumuskan:

Nilai  =  Manfaat  =    Manfaat fungsional + manfaat emosional
Biaya           Biaya moneter + biaya waktu + biaya energi + biaya fisik

Pemasaran dapat meningkatkan nilai tawaran pelanggan dengan beberapa cara : Meningkatkan manfaat
Mengurangi biaya
Meningkatkan manfaat dan mengurangi biaya
Meningkatkan manfaat lebih besar dari pada kenaikan biaya
Mengurangi manfaat lebih kecil dari pada pengurangan biaya

Pertukaran,  yang  merupakan  konsep  inti  dari  pemasaran,  mencakup  perolehan produk yang diinginkan dari seseorang dengan menawarkan sesuatu sebagai gantinya. Supaya muncul potensi pertukaran, lima persyaratan harus dipenuhi :
1.   Sekurang-kurangnya ada dua pihak.
2.   Masing-masing pihak memiliki sesuatu yang bernilai bagi pihak lain.
3.   Masing-masing pihak mampu berkomunikasi dan menyerahkan sesuatu.
4.   Masing-masing   pihak   bebas   untuk   menerima   atau   menolak   tawaran pertukaran.
5.   Masing-masing   pihak   yakin   bahwa   bertransaksi   dengan   pihak   lain merupakan hal yang tepat dan diinginkan.

Hubungan dan Jaringan Kerja
Pemasaran  transaksi  adalah  bagian  dari  suatu  gagasan  yang  lebih  besar  yang  disebut
pemasaran hubungan (relationship marketing).Pemasaran hubungan mempunyai tujuan membangun hubungan jangka panjang yang saling memuaskan dengan pihak-pihak yang memiliki kepentingan utama-pelanggan, pemasok, distributor-dalam rangka mendapatkan serta mempertahankan preferensi dan kelangsungan bisnis jangka panjang mereka.

Saluran Pemasaran
Untuk mencapai
pasar  sasaran,  pemasar  menggunakan  tiga  jenis  saluran  pemasaran.Saluran  komunikasi (communication   channels)digunakan   untuk   menyerahkan   dan   menerim pesan   dari pembeli sasaran.Saluran komunikasi ini meliputi surat kabar, majalah, radio, televisi, pos, telepon,  papan  iklan,  poster,  pamflet,  CD,  audiotape,  dan  internet.  Lebih  jauh  dari  itu, komunikasi disalurkan melalui ekspresi wajah dan pakaian, penampilan toko-toko eceran, dan  banyak  media  lain.  Saa  ini,  pemasar  semakin  banyak  menambah  saluran  dialog (email  dan  nomor  nomor  bebas  pulsa)untuk  mengurangi  saluran  monolog  yang  lebih normal (seperti iklan).
Pemasar menggunakan saluran distribusi untuk memamerkan atau menyerahkan produk  fisik  atau  jasa  kepada  pembeli  atau  pengguna.  Kita  mengenal  ada  saluran distribusi  fisik  dan  saluran  distribusi  jasa.  Yang  termasuk  disitu  adalah  pergudangan,

sarana   transportasi,   dan   berbagai   saluran   dagang,   seperti   distributor,   grosir,   dan pengecer.pemasar juga menggunakan saluran penjualan untuk mempengaruhi

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