Transactional marketing focuses on maximizing short-term profits through increasing sales transactions rather than building long-term customer relationships. It involves promoting products and services to new customers through the traditional four P's of marketing. While transactional marketing aims to boost sales volume, some analysts argue it is less effective today given new technologies allow companies to more easily develop relationships with customers and better understand their needs over time.
Channel Information Systems
Purpose
Information - Advantages
Classification of Information
Information Process
Developing a Channel MIS
Use of Information
Sources of Data
Competition Tracking
Elements of a Channel Information System
Channel Performance Evaluation
IT System for Channels
Intensive Distribution
Evaluation and Control of Sales Performance
Sales Performance
Methods of Supervision and Control of Sales force
Sales Performance Evaluation Criteria
Sales Performance Review
Sales Management Audit
B. Measuring Distribution Channel Performance
Evaluating Channels
Control of Channel
C. Ethics in Sales Management
D. New Trends in Sales and Distribution Management
Channel Information Systems
Purpose
Information - Advantages
Classification of Information
Information Process
Developing a Channel MIS
Use of Information
Sources of Data
Competition Tracking
Elements of a Channel Information System
Channel Performance Evaluation
IT System for Channels
Intensive Distribution
Evaluation and Control of Sales Performance
Sales Performance
Methods of Supervision and Control of Sales force
Sales Performance Evaluation Criteria
Sales Performance Review
Sales Management Audit
B. Measuring Distribution Channel Performance
Evaluating Channels
Control of Channel
C. Ethics in Sales Management
D. New Trends in Sales and Distribution Management
Relationship Selling Presentation by chickledesigns.com
At: Silicon Halton Workshop Day at the @BurlingtonHive >> http://ow.ly/uhRdf
Presented: March 26, 2014
www.siliconhalton.com
@siliconhalton
#shlearn
This report helps illuminate the radical
changes reshaping retail as shoppers,
chastened by the recession and empowered with technology, think differently about what
and how they purchase. Here are just three
of many critical considerations:
First, brand is a prerequisite of retail
success. How retailers build their brands
impacts all aspects of their business.
Loyalty is a deeply held commitment to re-buy or re-patronize and preferred product or services, in the future despite situational influences and marketing efforts having the potential to cause switching behavior.
It is a compound research on steps to take before being a successful affiliate marketer. The ultimate guide to being a six figure earner and a living money machine.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
Working document about CRM from a Strategic perspective. More content will be added over time. Content derived from sources as (i.a.) Peppers & Rogers, Kaplan & Norton, McKinsey, HBR.
these slides gives depth knowledge regarding consumer behavior. Marketing manager and students of Marketing can increase their knowledge regarding this aspect.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. Introduction
Marketing - The old definition of marketing was defining it as a process of buying and selling,
but now the focus is being shifted from its buying and selling perspective to it being more
customers focused and described as “the art of creating and maintaining customers.”
(J O'shaughnessy, 1995, Pg4)
“Transactional marketing highly focuses on maximizing the profit for the company by
recruiting more and more customers to purchase the firm's product and not building much of
relationship with them” (M. W. Vilcox, T. O. Mohan, 2007, Pg 53)
3. Brief.
Transactional marketing is one of many marketing strategies that focus on maximizing the
volume and revenue of sales.
This strategy places a large emphasis on boosting sales by concentrating on single transactions.
Transactional marketing does not attempt to build long-term relationships with customers.
It promotes high short-term sales.
For Example:
A day-to-day example of transactional marketing could be a phone call made to the physician to
get some recommendations. It is being viewed as one event or one among the series of event
taking place that day. A pharmacist, who is having a transactional viewpoint, would be mainly
concerned about completing up the call and keep going on with the work. He doesn't pay any
attention or importance to the outcomes of the call than the desire to conclude it quickly.
4. The transactional approach is based on the four traditional elements
of marketing, sometimes referred to as the four P's:
•Product -- Creating a product that meets consumer needs.
•Pricing -- Establishing a product price that will be profitable while still attractive to consumers.
•Placement -- Establishing an efficient distribution chain for the product.
•Promotion -- Creating a visible profile for the product that makes it appealing to customers.
5. 1.Up-sell And Cross Sell
2. Packaging Products Or Services
3.Offer Larger Units Of Purchase
4.Increase Your Pricing And Margins
5.Positioning Yourself Further Up-market
6.Point Of Sale Promotions
7.Increase Your Horizontal Penetration
8.Increase Your Vertical Penetration
Strategies Of Transactional Marketing
6. 1. Up-sell And Cross Sell
Up-selling is getting your customers to buy a better, more expensive, or more sophisticated
product that genuinely adds value to their transaction.
Cross-selling is getting your customers to buy an additional product or service that will give
them a superior outcome and virtually every penny of the extra profit goes right to your bottom
line.
2. Packaging products or services
Combining a group of individually desirable products or services that naturally compliment
each other and offering the complete package for a single fixed price that represents almost
irresistible value to your customers, compared to buying the components separately.
This is definitely a win-win situation for both you and your customers. They get a simplified
purchasing process and a discount on a complete solution, while you increase your sales.
7. 3. Offer larger units of purchase
Increasing the size of your minimum purchase unit is a powerful and remarkably easy way for
you to increase your average transaction value. If people buy a one week supply, you can offer
them monthly, quarterly or annual consumption units at an attractive and advantageous price.
Your customers will appreciate the extra value, the tremendous savings and the extra convenience
of buying in bulk, while your average unit of sale will be increased substantially.
4. Increase your pricing and margins
People will willingly pay more for most products or services as long as they believe they’re
getting better value. The more distinctive you make your product or service, and the better you
educate your customers, the more valuable your marketplace will perceive you to be. Raising
your prices typically means that you can afford to service your customers better. This will set you
and your business apart in a favourable way in the eyes and minds of your customers and will
allow you to charge what you’re really worth.
8. 5. Positioning yourself further up-market
The more you raise your market positioning, the more your existing customers are likely to
respect and appreciate what you do, which frequently results in even more loyalty and referrals. If
you’re good at what you do, moving your products or services further upmarket and positioning
your business at a higher level of distinction or quality than your competition can improve your
business dramatically.
6. Point of sale promotions
Offering additional products or services to every customer right at the point of sale is one of the
simplest, most instant and predictable techniques for increasing your average unit of sale. You
can grab their attention by displaying “impulse” items, or by using signage, literature and
displays.
9. 7. Increase your horizontal penetration
Educating customers to use your full range of products and services using a simple yet powerful
matrix will immediately allow you to focus on the penetration of each of your products or
services into your existing customer base. It will also identify all the opportunities for increasing
your product or service penetration, for strategic alliance opportunities and increasing both your
average unit of sale and your profits.
8. Increase your vertical penetration
Similar to above, but instead of focusing on the penetration of your products and services into
your customer base, this technique uses a simple but powerful matrix and a two-step
implementation process that helps you to focus on the penetration of your products/services by
customer.
10. Validity of Transactional Marketing Today
As the world changes its operations gets faster and it is better to acquire the trend.
Many analysts have said the following:
“Transactional marketing fails to work in today's world”.
New technologies such as Internet, mobile phone and other handheld devices are the greatest
innovations, and have became few of the most important needs of human being and those things
have helped the marketers to build a relationship with the customers which was previously not
easy. Not even companies but consumers are increasingly using these communication tools to
take care and control of their relationships with those companies whom they buy their products
from.
Tim Kitchin says,
“The certainties of the transaction age are being replaced by the subtleties of the relationship
age.”