Sunday, November 22, 2009

New Paradigm Marketing and Selling

i- Marketing

Traditional marketing Communication

New Media Marketing Comm's

Display Advertising/ TV ad's

Transport / outdoor Media Ad's

Direct Mail

Sales Promotion

Sports Sponsorship

Press Releases & Articles

Flyer (leaflets)

Point of Sale (POS)

Underground/gorilla marketing

Stunt Marketing

Product spot sampling

Classified Advertising

Fax mailings

Closed group Seminars

Exhibition stands

Search Engine (SE) Optimisation

Paid for SE top-Positioning

Social Media / Viral marketing

webcasts- and youtube

Banner Advertising - Pay Per Click Advertising

On line sales promotion / cross selling

Transport Media Ads


Off line ad's referencing links

Industry Directories, yell etc


GPS iPhone geo-marketing

Strategic Linking – web ringing

XML - Online Press Release

Ezine Sponsorship

On line press Article development

e-mail blasts

pod casting

virtual conferences

'Permissions' marketing

Gorilla Marketing & Chat PR marketing

Snowball marketing WOMBAT

Webex demonstrations

Personalised web links-

Traditional Sales

New Media Selling

Sales Visits

following up on DM




Field Representatives

Meeting booking agencies

Business network meetings



Customer Referals

'Call-me-now' web-response teleselling

e-mail selling

Linked-In type contact selling on line networking that is to say

Wombat - snowballing sales leads and messages

Chat room selling/ referrals

Skype sales / webcam selling

Webcast / streaming sales pitches with chat/e-mail closing

Specialist conferences (off line for online!)

Virtual conferences purely on line with pod/web casts and webexes etc.


Telemarketing with Webex

Passive / reward based customer referals

Traditional Sales Channels

New Media Sales Channels




Re-marketers (local)

Country/regional Subsidiary

Joint Ventures

OEM / Own Label

Your Own Web site Response Mechanisms!!

e-Commerce online shop

SMS booking and payment

Online auctions and tender submission sites, price comparison web sites

Reseller / rebrander channels

Interactive sales booths

Web markets / e-bay

Online Joint Ventures

OEM / Own label ( developer)

The King of Marketing is dead, long live the King!

Traditional Channels / Marketing that is Likely to Become Less Prominent or Even Die: well as you can see above even in a non exhaustive listing the means to inform and interact with your customer has widened. The emphasis is that more channels and methods create immediate interaction and opportunities for the customer to buy.

The content of those individual interactions is perhaps actually less rich and diverse than the traditional "press the flesh" or "TV Brand" advertising but cheaper to do per point of touch and it allows the consumer to get exact information and compare prices on line.

Fax marketing will probably die out, unless the spread of desk-top faxing comes back into fashion for some reason.

Traditional TV - this is underthreat beacuse Rupert Murdoch and other TV companies don't like and don't understand the internet. What they don't like is it's largely free and you can avoid a lot of the advertising. Also there are many more advertising sources and very granular business areas in on line marketing which is a sales model they don't relate to.

What they don't understand is that internett will soon become the primary entertainment and information source in the developed social sectors of the world. Their opportunity is to take their media into the internett wholeheartedly, but so far in most countries they seem to be tacit in allowing their "qaulity content" go webcasted- if at all - without big buck advertising they don't want to go on line. ADSL tv and the tv which surfs the net are here. They could have channelised with their own search engines built on a TV controller basis, and mixed media content on a time tabled basis but now they have been run down on the e-highway by on-demand TV and video.

Various models persist, such as the stream-view only packages most known now in spotify, where video on demand can be to some extent controlled to one viewing and advertising imbedded.

The fragmentation of the TV industry and prevallence of pay-to-view for quality broadcasting ( while public broadcasting remains largely devoid of advertising) means that the advertising buck is spread thinly and magical 'target audiences' dematerialse into the standard-distribution curve of decreased audience size. TV advertising is no longer sexy, so budding ridley scotts had better take to youtube productions in order to get a modern profile.

Ironically I believe that transport media will become the highest value per cm2/ hour as it will be used increasingly to drive the metropolitan masses to dotcoms. This is the one area where you get more than a scrolling blink amongst long listings- you can brand your web sites and hgave a call-to-action and sales mechanism all in a couple of lines with the magical in there. This also goes for sports sponsorship, espeically with soccer becoming the biggest world spectator sport. It's format is adamently on the 40 minute half, unlike the NFL's advertising perverted rules.

Sales Promotion on the internet, and especially third part cross value discounting and reward schemes have been about at least since the days of web beanz. This area is under exploited in my opinion and ripe for closing deals from traffic. For example with really good web-only product bundles, discount vouchers, airmiles and likes of spotify earned points. I think this will show big growth because the internet marketer will find it hard to convert traffic to a full-price, branded experience site when cross comparision and used-goods shoppiong is so prominent. People will not only get more used to buying, but more used to shopping about or using 'bid-me' type web sites to invite in the cheapest party on a secluded unbeatable discount.

Thjis is a major problem with product sales on the web. Product sales channels have big vested interests in selling from the shelf and they don't want their margin eroded. However I don't think it will be long before some major brands offer really good discounting on line- they may need to work these up as bundles or do the opposite- sell bundles through the snail world channels.

Small comapnies marketing on the web still conform of course to the need to at some poiint buy from the channel, and also have the same old costs for premises , the CEOs ego based income, the web master and nerds and so on. So with a low barrier to entry, many small third and fourth party sellers struggle to offer any discount worth the salt.

I think the tender and I'll buy web sites will see major traffic expansion because the price can be hidden from the masses. Even if a bvuyer tells all their face book pals to go buy at 50% off, and posts your link on chat rooms, you will still get little traffic demanding the discpoutn or in fatc you could base your whole sales channel on outward spot price selling with no published prices to be frowned upon by the manufacturer!

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