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Why marketing your business effectively is so important November 28, 2007

Posted by Australian Business Marketing Services in SMEs.

Your business is operating in a competitive environment where customers are becoming increasingly demanding and your competitors more savvy. The way you market your company’s brand, products and services can mean the difference between you or your competitor getting the sale.

Marketing is one of the most important aspects of growing your business, and is an investment that will pay for itself over and over again, yet it is often misunderstood, or neglected due to a lack of time, resources or knowledge of its potential.

It is often confused with selling or advertising, but it encompasses much more – everything from company culture and employer branding, reputation, communication and ethics, through positioning, market research, price points, distribution, new business and product development, to advertising and promotion.

For it to be effective, marketing must clearly articulate what it is a business does well and differently. What sets it apart from competition? What are the capabilities, products and services that make it extraordinary and hard to copy? What are the ‘behind the scenes’ human dynamics, skills and ‘know how’ that are unique or difficult to replicate? What technologies give the business an edge over its competitors?

A strong brand has clear focus, is consistent, incorporates strong emotional messages and is able to grab and keep people’s attention. It does this through strong design, creative copywriting and smart campaigns.

The strategy behind a brand must inspire interest, engage curiosity and build on a business’ reputation and image. It must make the most of the right communication mediums and be planned, reviewed and measurable. It may incorporate anything from market research, direct marketing, online exposure, business to business or business to consumer communication.

Today marketing strategies can be quite diverse and, no longer restricted to print, radio and television, can also engage the consumer via creative online and digital campaigns.

It can take considerable expertise and effort to develop a sound marketing strategy capable of delivering market awareness, sales leads and loyalty.

Online business presence has ushered in a whole new era in global marketing; and environmental consciousness has added an important ‘green’ element.

Clever, creative, insightful and flexible marketing strategies can unlock huge potential for your business. In light of the importance marketing holds for the success of any business, the wide array of options available, and the expertise required, it is well worth employing a professional marketing agency to help you devise and implement a tailored marketing strategy to give you a competitive edge.

If you would like practical marketing that drives results for your business, call Australian Business Marketing Services 1800 505 529

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1. James Anastasiades - December 19, 2007

Ive found that working in Commere, large/small/ med organisations tend to focus less on the ‘marketing’ department and always simply dismiss their ideas as hot air and pipe dreams. Every business owner considers themselves a marketing expert and have the common ‘they know best’ attitude. Whats you response to this and should more efforts be made leaving it to the experts?

2. Vanessa Tsui - December 20, 2007

Hi James,

You’re absolutely right – unfortunately some organisations don’t value marketing.

At the very least, marketing provides businesses with an understanding of their customers, the conditions of the market place and a proactive approach to ensuring sales success in the future. This is important as these days, the market fluctuates so rapidly and competition is so tough that if your product or service doesn’t remain relevant, you’re at risk of losing customers to competitors.

As for everyone believing they know best when it comes to marketing…well, my advice is that a savvy business operator should have an appreciation for marketing and how it works.

However, you take significant risks when you “do it yourself”. Usually business operators who don’t seek expert opinion tend to learn through trial and error, which can be a very costly and long winded process. Experts understand business needs, the market place, what works, what doesn’t and how best to maximise the use of your marketing dollars to get the best results.

Thus, to quickly gain market knowledge, reduce costly errors and leverage creative synergies, I suggest you ask an expert (even if its only at a basic level).

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