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Marketing – Write For Us

The AMA’s definitions of marketing and Marketing write-for-us research are reviewed and reapproved/modified every three years by a panel of five scholars who are active researchers.

Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their hint.

Types of Marketing

  • Influencer Marketing
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  • Green Marketing
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  • Guerilla Marketing
  • Outbound Marketing
  • Inbound Marketing
  • Content Marketing
  • 4 Ps of Marketing
  • Product
  • Price
  • Place (or Distribution)
  • Promotion

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SEO: How to Find Keywords to Use and Where to Add Them

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In the field of digital marketing, search engine optimization is the ultimate priority for many people. You need to be knowledgeable of the things that will make your business successful. In case you are not aware, keyword research is the first and most important aspect of your SEO strategy. Before you begin creating and writing content for your website, you must identify the significant keywords and what are the suitable high-volume search terms out there. Each company would focus on different keywords based on the product or service they provide. Keywords used by a financial service company like Velocity Investments LLC would drastically differ from the keywords used by a tech company like Apple. By knowing these significant keywords, you will also analyze where you must add them. You must take advantage of digital marketing to boost your sales and profit as much as possible.

SEO: How to find keywords to use

Understanding the importance of SEO is one way to achieve success in online marketing. Another is to figure out how to find the right keywords to use for your business website. Here are some:

Search related keyword results on Google

In a very simple technique, you can find related keywords using Google search. You will just search for your primary keyword to look for the searches related to your term. The good thing is that Google provides a list of results that can guide people to search words or phrases that will let them get closer to the information that they are looking for.

Related article

When you are searching for a term, you can see searches that are related to your term in the related searches sections located at the bottom of the page. You can also search for related articles that can help you figure out significant keywords that you can use for your business website.

Free keyword tools

If you want to perform analytical keyword research, you can use free keyword research tools to expand on your concepts and ideas to help you find even more keywords. You just need to understand how keyword research tools work to get the most out of them.

Where to add keywords

As soon as you are able to figure out what are the significant keywords for your business website, it is time for you to understand where to add them. This might be a hard task for newbies in understanding SEO. The good thing is, you can outsource your SEO tasks and let specialists help you in strategically placing keywords. Here are some locations where to add keywords:

Article Title

The best place to add keywords is in the article title. It is the first one that people usually recognize. It is effective to include relevant keywords in the title of every article or blog that you are writing.

Meta tag description

A meta description is an HTML element that provides a brief summary of a web page. It is good to include keywords in them to give users an idea of the content that exists within your page.

Subheading

A subheading is a text written below the main title. It adds information about the headline and it is usually printed in a smaller size than the heading but larger than the text that follows. You can choose to include your keywords in here to effectively communicate your content.

Link anchor text

Link anchor texts are the visible characters and words that hyperlinks display when you are linking to another document. They usually appear as blue underlined text. You can add keywords to them to help you understand where to put relevant keywords on your website.

Image alt text and description

You can also include keywords in the image alt text. It is the written copy that commonly appears in place of an image on a webpage if only the image fails to load on a specific user’s screen.

Summary

In the end, we can discuss in summary that SEO is inevitable when you are utilizing digital marketing. No business owner can succeed without performing good SEO tactics for their online marketing. It is best for you to consider keywords research. You need to find the significant keywords to use and you need to locate where you must add them. Don’t ever forget to perform such actions for you to see how much your business can grow in less than an amount of time.

7 Ways to Promote Your Online Store Like a Pro

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You have enough knowledge on marketing if you operate a successful offline firm. However, when it comes to operating your online firm, the tactics might be a little different.

You may download some software tools from proxy-rarbg to promote your marketing strategies or you may decide to outsource skills from other firms.

You’ll be able to reach more potential consumers than ever before with your online store, and you’ll have complete control over their purchase journey.

We’ll go through some of the hand-picked strategies to bring your new online store in front of the people who want to buy in this article.

Let’s start with them:

1: Partner With Another Firm

To cross-promote your online store, you may form alliances with other brands. Find a company with a comparable target market but with a different product.

As a result, each business partner reaches a completely new and relevant audience.

Cross-promotion may be done in a variety of ways, and it can be done at any stage of the funnel.

You may even perform promotions further down the funnel, such as giving a discount on product exchange, etc.

2: Leverage Email Marketing

Keep gathering email addresses on your site since email is one of the most successful marketing strategies in the eCommerce armory.

Some businesses use pop-up boxes to encourage clienteles to input their email addresses in conversation for a minor discount, such as 15% off their first order or free delivery.

You should also make sure that you’re communicating with your email list on a regular basis.

Create a regular email schedule that includes specials, fresh content, product launches, and other information that will entice people to visit your website.

3: Create Useful Content

Creating helpful content for buyers so that they are intrigued to buy your goods is a useful way to drive traffic to your site and establish your brand as an authoritative voice in your industry.

There are many companies who set out to create extensive reference pages to help purchasers make educated selections about their items when they open their ecommerce sites.

You can also do the same with your company.

Or, you can create catchy content that will attract your audience in your industry-based products.

4: Increase Your Social Media Presences

Giving your social media account a little extra love & making sure they’re loaded with colorful photographs and interesting videos is one of the easiest and most effective methods.

If you currently have a countless social media presence with a core following, now is the time to expand on it.

You may increase your number of posts and spend some extra time on the editing of a content before sharing it with others.

You can also interact with your followers in the comment section and show them that you care.

5: Optimize With SEO Tricks

On-page content includes photos, meta descriptions, product titles, blogs, and other information, among other things.

Meta tags are pretty significant. SEO Titles, which are similar to headlines for a search engine, assist the search engine in determining the topic of each page.

Your website’s title tag should be unique for each page. Users will notice your title tag and meta description first when your site appears on a search engine results page.

6: Promote On Google Ads

When you use Google Ads for search engine marketing, you may bid on keywords in order to appear first on search engine results pages.

The goal of (seo) search engine optimization is to get the coveted “top position.”

Hence, Google Ads hub is a useful approach to promote your website because it requires no design and can be quite efficient at bringing in new visitors.

You’ll get real-time results and be able to fine-tune your campaign plans as you go. In add

7: Pay Attention To Your Offline Store

You may leverage your in-person time with consumers to assist drive visitors to your new online store if your brick-and-mortar firm has a strong brand and a dedicated following.

This may include appealing them to join your email list at checkout, informing them about your customer loyalty program, and highlighting any social media promotions you’re doing that they might be interested in.

Consider providing flyers with promotion codes that customers may share with friends and family who may not be able to visit your real location.

In-person clients may be your most powerful ambassadors, spreading your message far and wide.

Final Thoughts

You must want to take advantage of every chance to increase your digital interaction with your eCommerce business.

Pay attention to every aspect of your online store so that it can be on the top of your competitors.

For further info, ping us in the comment box below.

How to Improve Your Company’s Cybersecurity

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Cybersecurity

Cybersecurity covers a set of safety events designed to protect confidential information stored on our computers.

Measures as simple as telling Windows to request a password before entering our cybersecurity events. But, for example, if our PINs were in a conspicuous home where anyone who enters the office can write them down and arrive from home, it would be a massive security breach that we cannot allow.

online cybersecurity degrees must always be base on prevention; you have to be suspicious and put yourself in the worst possible situation.

Not because the neighbor will necessarily do us industrial espionage, but to avoid the mere possibility of it happening.

Let’s see some essential cybersecurity tips that you could put into operation in your business right now.

Five tips to improve cybersecurity

Many companies think that nobody will ever happen to them. However, cybersecurity and by extension, cyberinsurance, are necessary for everyone

The truth is that cybercriminals are not careful about opening security holes in a company’s computer system.

In this post, we’d like to give you some tips on how you can be more careful about protecting your computers.

1. Never give intimate information online

One of the dangers you may face is contacting a suspected company via email or phone to request confidential information.

In all cases, it is easy to verify that they are not who they say they are. For example, the email sender never comes from a genuine company email (bank, Compañía de la Luz, Google, etc.). However, it has a similar domain or with some variations.

2. Do not install any programs unless you know the manufacturer

Another source of viruses is the software we download from the Internet because we think it is harmless. You may think you are downloading an antivirus program, but what you are downloading is dangerous malware disguised as an antivirus program.

You can’t take any chances online. Never download anything from an unknown manufacturer on the Internet. Over time, you will learn to bypass download websites and always rely on downloading programs from the manufacturer’s official website or purchasing paid software.

3. Avoid connecting to unauthorized networks

Innocently, you can connect to an open wifi computer network where more people are working through your mobile phone. Wifi networks are a hazard to your privacy. Suppose you click with your business laptop or your smartphone to open wifi networks. In that case, you run the risk that someone can monitor your Internet activity, copy your passwords, get information about you, etc.

4. Create hard-to-guess passwords

One of the methods crackers use to think passwords are “brute force.” It consists of testing passwords until they find the right one. If the password turns out to be easy to guess (it’s the same username, for example), they’ll jump in wherever they want before you know it.

The crackers’ life doesn’t end by entering passwords to see if they work. They have automated programs that try passwords. We need to protect our servers to prevent these attacks and create passwords that are difficult to guess.

5. Use antivirus and a firewall

Are you connecting to the Internet with your company’s Windows computer and no antivirus installed? How brave. The truth is, you are taking a significant risk, and you should take action about it. It is essential to have the necessary security systems to prevent viruses from getting rid of them.

On the other hand, the firewall is an additional vital part of keeping your computer secure. It allows you to stop external attacks from other computers from which someone is trying to connect to your computer.

Is your company harmless?

The most dangerous thing around cybersecurity is that you could be on right now without even realizing it. You may have installed unauthorized programs on your computer that slows down your computer or perform illegal doings from your computer. You could be part of an automaton network without even realizing it.

It is severe enough that if you’ve never stopped to think about cybersecurity, start doing it now. Ask yourself if you have a security company with the security system that you have right now on your business computers.

Cybersecurity plan

Any company cannot implement cybersecurity protocols without doing their due diligence. Different companies have different needs, all of which serve to strengthen your company’s data protection. So check your current setup and check for any possible security holes.

Cybercriminals can potentially exploit these vulnerabilities if they remain vulnerable for too long. No matter how small the problem seems, the longer it is left unattended, the longer it can put your business at risk. Talk to the correct representatives or professionals to learn how you can increase your security.

IT support

Speaking of the right advice: For maximum efficiency, your company should already have an IT department. Your IT team can diagnose any related issues relevant to your current cybersecurity setup. For example, if your traditional firewall is missing, IT pros may suggest new protective measures.

If your company doesn’t have an IT department, contact a third-party IT support. Outsourcing your IT needs is vital, especially if you don’t have the proper inspection expertise

cybersecurity. IT support will develop a plan for your company, which you can modify as your business grows.

Building Customer Trust with Email From Your Domain

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You’ve certainly gone to a web page’s Contact Us section and noticed that salespeople or employees have email accounts having their usernames + gmail.com many times. The ordinary individual will question if that’s their actual personal email account, regardless if it isn’t the most crucial measure of a company’s quality. Companies with foresight will see the value of having something more professional.

Why not take advantage of your hosting account’s free domain email, for example? Using email addresses such as username@yourdomainname.com will compared to utilizing a personal email address appear significantly more professional. The bottom line is that if you’ve paid for a domain, you should at the very least purchase it from a domain registrar that provides email forwarding for their accounts. You can also use the cpanel given by your hosting company to create a domain email address; they’ll also give you at least one free email address.

The Issue with Leaning on Others’ Platforms

The massive six-hour outage of all Facebook-based programs, which occurred at the beginning of October 2021, can be claimed to have had both major and secondary impacts. While the primary ones were expressed in concrete figures in the form of direct financial damage to the company and its customers, indirect ones were more difficult to quantify. One of them was that, with the demise of the Facebook platform, the whole business, marketing, and sales platform of those tiny and micro-businesses that rely on it as their sole (or dominating) digital business-sales area also descended.

This incident posed another question to the business community: can business owners equally be overwhelmed by the strategic decision to entrust their correspondences by e-mail to platforms that aren’t under their control?

The Domain Name Also Determines the E-mail Address

One of the major steps toward developing a modern brand and digital presence, in general, has already been mentioned: selecting the right domain extension and domain name. A well-designed and well-located corporate website is a critical component of modern business from which everything begins and over which its owner has complete and irrefutable authority. Trust is an asset that’s exceedingly uncommon and sought after in the online environment, and a well-designed and realized web presence generates trust and improves the relationship between the site owner (and the brand behind it) and its users.

The online identity of the company is embodied in the name of the Internet domain, which defines not only the address of the website but also the e-mail address. While the link between the domain name and the website’s web address is more well-known and discussed, e-mail is usually considered only when something goes wrong, which is a big mistake, given the importance of this service in digital business.

Reliable Service for Modern Business

Although it’s a technology that’s decades old, e-mail hasn’t lost its significance over time. On the contrary, it’s a cheap, fast, efficient, accessible, and widely used medium that, among other things, acquires new customers and users, informs the community about information relevant to the brand (mailing lists), and is a means of converting potential customers into concrete ones.

Giving up email as a marketing and sales channel, therefore, would by no means be a wise move. However, you should pay attention to the basic rules of its proper use, of which the most important is to avoid using all domain names that aren’t under your control and which can cause mistrust of recipients and other problems related to the security and integrity of message content.

We now delve deeper into the allegations made at the start of the article: one example is the usage of e-mail addresses obtained from one of the free/public, generic services for these purposes (Yahoo, Hotmail, Gmail, etc.). It may appear, especially for small firms, that relying naively and entirely on such platforms is a good idea because the corporations behind them also offer a variety of additional services that are tightly integrated with one another and with email. When we consider that the integration (convergence) was carried out with Android, the most popular mobile operating system, the choice of one @gmail address is, at first glance, completely straight-thinking. In actuality, though, things are very different.

Challenges and Risks of Using Public Email Services

The technical ease of sending mass e-mails from the Gmail platform carries with it significant challenges and risks:

Selection of the Sender’s Username

It’s extremely possible that the intended sender (e-mail account user) name is already taken in the case of rudimentary and free use of the Gmail service or similar generic service. This practically means that you can forget freely choosing the domain extension (it will always be @gmail.com), but also you can forget completely freely choosing the primary part of the email address (username).

Most likely result in addresses like dentalpracticejohnson1@gmail.com, dentalpracticejohnson 2@gmail.com, etc., which, you’ll admit, don’t seem well visually either are outcomes of your attempts to create many e-mail accounts, so you’ll have to be inventive…

Entrusting the Contact List to Someone Else’s Platform

Employing the Gmail provider requires laying out sensitive information with a third party, putting the service’s privacy, security, and integrity at risk. Unlike his, using third-party, i.e. email marketing services that include mailing list management and campaign creation, such as Benchmark, is quite all right.

Events Beyond Your Control

Although Google claims that its email service is available over 99% of the time, cases of system crashes, its unavailability, and emails that never reached the recipient aren’t uncommon and as a user, you have no influence on that.

You’re only one of the users on the platform and as such you depend on their professionalism and goodwill.

Issues Regarding Security

Hackers target public e-mail systems in particular because they can take control of a large number of accounts in one fell swoop and obtain access to a big amount of sensitive information stored in those accounts.

Data Privacy Issues

Despite the fact that each of these platforms has its own range of user agreements, monitoring mechanisms for protecting the privacy of supplied information and data play a special role, many of them haven’t proven to be special ‘champions’ in this area in recent years, and an additional level of caution in this regard is justified.

Recipient Trust – A Key Issue in Email Communication

The key point about choosing how to address your followers and clients via email is the issue of trust. Digital business experts point out that a domain name (and therefore email addresses) tailored to branding needs enhances credibility, builds a professional image, and positively impacts the overall brand. If, for example, you’re opening a dental practice, there’s a good chance that recipients would rather open an email from dr.john.johnson@dentalpracticejohnson.uk than dentalpracticejohnson1@yahoo.com.

Even though respectable entrepreneurs can use either address, a recent survey found that 79% of email users trust emails sent from a business address that includes the corporation’s domain name. The mentioned survey also pointed out that 72% of the respondents are more inclined to react to a mail from a branded business e-mail address than to one sent from a generic platform.

If the entire email service is under your direct control, you can easily develop marketing strategies and actions that include cross-branding – the contact email address on the brochure or flyer is in itself for promotion purposes, and in the case of using a public Internet service, it’s realistic to promote this service more than your firm.

When selecting a domain name, extra consideration should be given to the entire business segment that depends on email communication. In addition to standing the test of time and being used more than ever before, the thoughtful use of email will also serve as a method for building your web presence and the online identity of your business.

Digital Influencer – What is a Digital Influencer?

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First of all, we need to elucidate the term “influencer”. The English word refers to a person who has the power to influence people, that is, a person who has the ability to provoke reactions or form opinions. Digital influencer do all of this, but it’s done on the internet.

So, it can be said that influencers can help sell products or promote business/services. Because if influencers tell their contacts they know and approve your product, your leads and sales will increase.

How to be an Influencer on the Internet? 5 Steps To Building An Audience

For sure there is no formula to become an influencer, but what we can teach you are the steps that each and every one of them had to follow to start building an audience on digital channels.

If this interests you, keep reading!

1. Have a Presence in the Social Networks of the Moment

The first thing you should do is identify the best social network according to the content you want to offer to the public. For example, if you are a photographer or plastic artist, it is best to use Instagram or Facebook, where images predominate.

If you are more of news, interesting facts, articles and derivatives, Twitter and LinkedIn are the appropriate ones. However, it is not enough that you have a profile in each one and dedicate time to each one according to its importance to you.

2. Be Very Active

Now, you already have a presence, it is time to interact. To begin with, it is highly recommended to participate in the debates that arise within these platforms , of course, on issues that have to do with your materials.

In turn, dialogue with the audience you are acquiring. Ask questions, surveys, ask for their opinions about your content, run contests, among others.

3. Build Relationships With Other Influencers

In all of them there is the possibility of sending direct and private messages, take advantage of this!

Present yourself, say who you are, what you do and why you think this person has an interesting profile for your tastes.

4. Have a Website of your Brand

In this era, if you don’t have your own website, you don’t exist.

Try to make your website as professional as possible, share materials in this way, explain who you are and why you add value to the market , be creative!

Remember, no one sees themselves as an authority if what they have is a Facebook Fan Page.

5. Focus on Giving

Last, perhaps most important: always provide more value than you receive.

Create valuable content, spread it with a lot of motivation and keep doing it forever.

It is done! These are the fundamental steps you must follow to become an influencer. But it is worth clarifying again that it is not a recipe, you have to innovate and use all the resources you have at hand to become one of the best.

How much does a Digital Influencer Earn?

Let’s see, we know you want to get to this part. How much does one of these professionals earn?

There is really no official table or an estimated rate to calculate the commissions that influencers have, but there are generic numbers according to the platform they use, which can give you an idea.

Youtube

According to your level of followers on the network, YouTube can pay you from US $ 0.04 to US $ 0.15 for each view, after exceeding 10,000 views.

So, a person who has between 5 and 7 million subscribers to his channel can receive up to US $ 300 thousand per campaign. An impressive figure, right?

Instagram

Here what counts are the impressions. Where the value for each one increases according to the level of popularity of the influencer.

It is estimated that a person with 100,000 followers on the network can charge from 500 to 800 US $ to promote a product or service.

But personalities of music, fashion or entertainment, get to charge up to US $ 400 thousand for a single photo.

Facebook

According to numbers obtained in a survey conducted by the Martech Series, 90% of micro influencers within Facebook charge less than US $ 250 for a publication.

Twitter

On Twitter, 83% of them rate their sponsored posts at less than $ 150.

How Does Artificial Intelligence (AI) Work?

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Artificial Intelligence – Through mathematics and logic, a computer system simulates the reasoning that people follow to learn from new info and make decisions.

A computer system with artificial intelligence makes predictions or takes actions based on patterns in the available data and can learn from its mistakes to be more precise. Advanced artificial intelligence processes new information extremely quickly and accurately, making it useful for complex scenarios such as driverless cars, image recognition programs, and virtual assistants.

AI

How did artificial intelligence come about?

At least since the 1st century BC, People are already fascinated by the possibility of building machines that mimic the human brain. In the modern age, the term “artificial intelligence” was coined in 1955 by John McCarthy. Together with other computer scientists, McCarthy organized a conference in 1956 under the title “Dartmouth Summer Research Project on Artificial Intelligence.”

Machine learning, deep learning, predictive analysis, and, more recently, prescriptive analysis emerged from these beginnings. In the meantime, a completely new branch of science has developed from this: data science.

Why is artificial intelligence important?

Today by far exceeds the ability of humans to absorb and interpret this data and to make complex decisions based on it. Artificial intelligence forms the basis for learning computers and represents the future for all complex decision-making processes.

Here is an example: Most people can work out how they do not lose in “win three” (circle and cross). Even if there are 255,168 different moves, there are 46,080 of which ended in a tie. In the case of “Queen,” the number of master players is already much lower – considering the 500 x 1018 or 500 quintillion different possible moves.

Computers are able to calculate such extensive combinations and permutations extremely efficiently, to arrive at the best decision. In the future, this high computing power should also be transferred to business decisions. In addition to AI (and machine learning as a logical further development), deep learning also plays a fundamental role.

General Artificial Intelligence (general AI)

General artificial intelligence, occasionally referred to as “strong artificial intelligence” or “human-level artificial intelligence,” refers to the ability of a computer system to outdo people in any intellectual task. It’s the kind of artificial intelligence seen in movies where robots have conscious thoughts and act on their motives.

In theory, a computer system with general artificial intelligence could solve highly complex problems, make judgments in uncertain situations, and incorporate previous knowledge into its current reasoning. It could have creativity and imagination on a par with people and perform far more tasks than narrow artificial intelligence.

Artificial superintelligence (ASI)

A computer system with artificial superintelligence could outperform people in almost every field, including general knowledge, scientific creativity, and social skills.

Types of Artificial Intelligence

Narrow Artificial Intelligence (narrow AI)

Narrow artificial intelligence sometimes referred to as “weak AI,” refers to the ability of a computer system to perform a precisely defined task better than a person.

AI is the highest level of development that humanity has reached so far. All examples of seen in the natural world fall into this category, including autonomous vehicles and personal digital assistants.

Although it appears that is thinking for itself in real-time, it is coordinating several narrow processes and making decisions within a predetermined framework. The “thought” of does not imply consciousness or emotion.

1. Purely reactive AI

There is the most basic form of Kl. The system recognizes its environment/situation directly and acts based on what it recognizes. It has no idea of ​​the outside world. It cannot create memories or use past experiences to influence current decisions. only specializes in one area.

Examples are IBM’s Deep Blue, which Kasparov defeated in chess, or Google’s AlphaGo, which triumphed over the human winner in the game of Go.

2. Systems with limited memory

A little further up the evolutionary ladder of are systems with limited memories. They take pieces of past information into account and add them to their preprogrammed representations of the world. You have just enough memory or experience to make correct decisions and take appropriate actions.

Examples are self-driving vehicles, chatbots, and personal digital assistants.

3. Systems with their consciousness

Theory of Mind means developing your awareness. It includes recognizing yourself and others and developing an understanding that others can be wrong and therefore act wrong.

Moreover, such systems can understand thoughts and emotions that influence human behavior. It includes an understanding of feelings, motives, intentions, expectations, and the ability to interact socially on this basis. There are still no systems that can do this. But they are probably the next level of intelligent machines.

Examples from science fiction are C-3P0 and R2-D2 from the Star Wars films and Sonny from the movie “I Robot.”

4. Systems that are “self-aware.”

However, these forms of Kl can form ideas about themselves. It represent an extension of the systems with their consciousness. They are aware of their inner states, can predict feelings, and create abstractions and draw conclusions. And also, they are the future generation of machineries: super-intelligent, sensitive, and conscious.

Examples are Eva in the film “Ex Machina” and synths from the TV series “Menschen.”

Competitive Positioning, definition, and practical advice

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In today’s market, saturated with competitors, properly defining our competitive position is vital. Competitive positioning

We will see in this article some essential key points, definitions, mistakes, and tips.

Trying to develop our marketing strategy without being clear about the positioning of our brand or product can only result in a waste of our marketing budget.

Many startups, brands, and products go to market without a precise positioning and struggle to find a profitable niche.

I don’t want you to have these problems.

So let’s get down to business.

Definition of competitive positioning

The aligning of a brand or product is how the customer perceives it and the alternatives in the market.

It is a representation of the product in the mind of the potential customer, with its attributes, characteristics, and how it compares with other similar competing products.

Positioning and segmentation

If positioning is how customers perceive the product,  segmentation is how we define the groups of customers potentially interested in our product.

As we can see, they are related concepts since we want our target segment to perceive our product appropriately.

For example, let’s look at some

Positioning errors

  • Over positioning -> it is too exclusive a positioning
  • Infra positioning -> positioning that does not present anything special
  • Doubtful positioning -> promises that lack credibility
  • Confusing positioning -> when the positioning is not clear

Thus, in a saturated market, any of these errors will represent a problem for our product.

Imagine that potential customers perceive our product as one of the dozens.

Does it help us?

Or as a dubious product, which will not deliver what is expect.

We insist

Let’s not confuse!

The value proposition is what we want to convey to the potential customer about our product.

And competitive positioning is what the customer perceives concerning the product in the market to which it is direct.

As the important thing is the clients’ perception, it will be vital that we correctly segment our target audience.

To start with, we have more chances that our product is perceived as we want.

Let’s imagine some high-end running shoes. For the right segment, they can be perceive as an exciting alternative.

While for the wrong segment, they will be perceived as a luxury product of little utility and overpriced.

In this case,  for this segment, our product would be positioned as a bad alternative.

Key aspects of segmentation

Although I do not intend to post segmentation, I would like to give you some details due to its relationship with competitive positioning.

1) Segmentation must be differentiating> that is, it must allow us to direct our marketing strategies to the chosen segment effectively

2) It must also be measurable> to determine the volume of the target segment and whether or not it is profitable for us.

3) Isolatable / achievable> can we reach the target segment with our marketing actions? Otherwise, the component will not serve us

We can segment based on:

  • Demographic characteristics
  • Socio-economic
  • Lifestyle
  • Benefit sought
  • Shopping behavior

Competitor evaluation

As the competitive positioning is the perception of the clients of our product, another aspect that will also affect will be the competitors.

That is why we will have to evaluate them and see their value propositions and how they position themselves in the minds of our target segment.

Something that can help us is to establish:

Dimensions of perception

To choose some characteristics of our product that our clients value and compare with our competitors.

For example, for an email marketing tool, such as Mailrelay, some of these aspects would be:

  • The price
  • Easy to use
  • Technical support
  • And automatisms

We can make a quadrant and position ourselves and our competitors so that each product is located in the quadrant or quadrants in which it stands out the most or in several of them.

Always from the customer’s point of view.

This will help us understand what clients value the most and what positioning niches may be interesting for us as a company.