Does your marketing mix align to your objectives? How to make smaller budgets work in today’s fragmented channels.
As if your marketing mix… <ul><li>Product (or service) </li></ul><ul><li>Customer needs/expectations </li></ul><ul><li>Loo...
Fragmentation of channels… … and new media…
… models like this… Graphic Source: Koritz Report
… and this… Graphic Source: Web Guild
Have disrupted your traditional marketing model … and the budget is tight
Sure these venues are close to free, but they require: … when deployed properly =  high returns Web 2.0 and Social Media… ...
Extend reach to build awareness? Target the buyers and nurture the learners and shoppers? Choose the tactics that do the a...
Revaluate your market plan The detailed steps represented by this model progress the team through the planning needed to d...
A common sense methodology … leads to a clear tactical path
Simple methods to prioritize  budget and time Customer status Budget Impressions Prospect New Customer Repeat Steady Advoc...
Contact us to find out how we’ve  used these methods to help  our clients: <ul><li>E-marketing Planning and budgeting </li...
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Avi Marketing Mix Services

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Many of our clients come to us for help on tactics and in discovery we find that their vision or objectives aren't clear or the traditional plan theive followed has lost reach. In the last quarter of 2008, we found the majority of clients were unsure of how to budget for 2009 actvities. We're finding great success for these clients by helping them identify which tactics will algn to their strategies. This presentation highlights the issue and our approach to planning that has allowed us to implement emerging technologies to our clients' benefit in measurable ways.

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Avi Marketing Mix Services

  1. 1. Does your marketing mix align to your objectives? How to make smaller budgets work in today’s fragmented channels.
  2. 2. As if your marketing mix… <ul><li>Product (or service) </li></ul><ul><li>Customer needs/expectations </li></ul><ul><li>Look, feel, features </li></ul><ul><li>Branding, naming, packaging </li></ul><ul><li>How and where will it be used </li></ul><ul><li>Differentiation </li></ul><ul><li>Price </li></ul><ul><li>Value add </li></ul><ul><li>Established price points </li></ul><ul><li>Customer price sensitivity </li></ul><ul><li>Discounts </li></ul><ul><li>Price comparison to competition </li></ul><ul><li>Place </li></ul><ul><li>Where customers shop </li></ul><ul><li>Type of commerce </li></ul><ul><li>Distribution channels </li></ul><ul><li>Sales force and channels </li></ul><ul><li>Competitive landscape </li></ul><ul><li>Promotion </li></ul><ul><li>Marketing messages </li></ul><ul><li>Who is audience </li></ul><ul><li>Where/when to get to target </li></ul><ul><li>Advertising reach </li></ul><ul><li>Timing of promotion activities </li></ul><ul><li>Competitive landscape </li></ul>… wasn’t complex enough
  3. 3. Fragmentation of channels… … and new media…
  4. 4. … models like this… Graphic Source: Koritz Report
  5. 5. … and this… Graphic Source: Web Guild
  6. 6. Have disrupted your traditional marketing model … and the budget is tight
  7. 7. Sure these venues are close to free, but they require: … when deployed properly = high returns Web 2.0 and Social Media… <ul><li>Strategy </li></ul><ul><li>Thought </li></ul><ul><li>Copious amounts of human capital </li></ul>
  8. 8. Extend reach to build awareness? Target the buyers and nurture the learners and shoppers? Choose the tactics that do the above within your budget and staff availability? What can you do to:
  9. 9. Revaluate your market plan The detailed steps represented by this model progress the team through the planning needed to determine where to put the time and dollars. SWOT objectives strategy tactics execution measurement vision/mission
  10. 10. A common sense methodology … leads to a clear tactical path
  11. 11. Simple methods to prioritize budget and time Customer status Budget Impressions Prospect New Customer Repeat Steady Advocate Objective % acquire convert retain grow recruit amplify Web Content 8 x x x x x x SEO 10 x x SEM 5 x x User Content Comments Message boards 1 x x x x x x Social Media 1 x x x x x x Trade Shows 10 x PR Content 20 x Advertising 20 x x Media Placement 15 x List Build 5 x x x x x Analytics 5
  12. 12. Contact us to find out how we’ve used these methods to help our clients: <ul><li>E-marketing Planning and budgeting </li></ul><ul><li>Marketing mix roadmap development </li></ul><ul><li>Strategies to meet objectives through low cost methods such as email and social media </li></ul><ul><li>Tactical execution by our specialist teams and partners </li></ul><ul><li>Competitive research and analysis </li></ul><ul><li>Search marketing, content targeting and advertising </li></ul>Follow us: http://tinyurl.com/AVItwitter Visit us: http://www.aviconsulting.com Contact Dominick: [email_address]

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