What is “digital marketing”?

What is “digital marketing”?

Digital marketing is a general term for all marketing that uses electronic devices and the Internet. We use digital channels such as search engines, SNS, email, and websites as a way for many businesses to connect with existing and potential customers.

 

Can you believe that the number of people who use the Internet every day is still increasing, even now that the Internet is so common?

 

The percentage of adults who use the Internet “always” has increased by 5% over the last three years. (Pew Research, English) Also, as is often said, the way people shop and buy things has really changed so much that offline marketing is no longer effective. It was.

 

In the past and now, marketing aims to “connect with your audience at the right place and at the right time”. Applying this to the modern world means that you have to meet online where the audience is already gathered, that is, online.

 

Introducing the world of all online marketing and digital marketing.

 

You can download a free eBook here that gives a thorough explanation of how to get new prospects online.

Hubspot has introduced "inbound marketing" in various places as a way to attract customers online, develop relationships and satisfy them. But there are still questions from around the world about "digital marketing".

 

Some people who have been involved in marketing for many years see inbound marketing and digital marketing as virtually the same, but there is a slight difference between the two. In addition, we learned from the marketers and company managers in the United States, Britain, Asia, Australia and New Zealand and found out how these small differences appeared in various places. .

 

website by paying the media for the number of clicks on your online ads. Google AdWords , the most common PPC, is a service that displays your links at the top of Google search results and pays for each click. Other channels that PPC can take advantage of include:

 

Facebook paid advertising

Twitter Promoted Tweets

LinkedIn sponsored message

Affiliate marketing

A performance-based advertising activity where you can receive referral fees by promoting other companies' products and services on your website. Affiliate marketing channels include the following:

 

Hosting video ads with the YouTube Partner Program

Affiliate links to be posted on SNS

Native ad

Native ads are content-centric ads that appear on the platform to blend into regular content without sponsors. BuzzFeed's sponsored article is a good example, but many people think that SNS ads ( Facebook ads and Instagram ads) are also “native”.

 

Marketing automation

Software aimed at automating simple tasks in marketing. There are many repetitive tasks in the marketing department that can be automated without human intervention, as in the following example:

 

Email newsletter

SNS posting scheduling

Contact list update

Lead nurturing workflow

Campaign tracking and reporting

Email marketing

Email marketing is used as a means of communication with your audience. In addition to content, discounts and event promotions, it is also used as a guide to the company website. The types of email sent in an email marketing campaign include the following:

 

Newsletter for blog subscribers

Follow-up email to visitors who downloaded from the website

Welcome email to customer

Year-end promotion for loyalty program members

Email series for customer nurturing (introduction of useful knowledge, etc.)

Online PR

Online PR refers to activities that aim to become a topic in earned media using content-based websites such as digital publications and blogs. Apart from being deployed online, it is almost the same as traditional PR. The channels that can effectively promote PR activities include the following.

 

Disseminating information to reporters using SNS

Engage with online reviews about your company

Engage in comments on personal websites and blogs

Inbound marketing

Inbound marketing is an online content utilization approach that attracts customers, develops relationships and satisfies them throughout the marketing funnel. Inbound marketing strategies can use all of the digital marketing techniques described above.

 

The role of digital marketers

Digital marketers will promote brand recognition and lead generation through all digital channels, combining free and paid channels according to their policies . Channels used include SNS, company websites, search results display order, email, display advertising, and company blogs.

 

Usually, we focus on various key performance indicators (KPIs) so that we can accurately understand the performance of each company. For example, a digital marketer responsible for SEO measures the “organic traffic” of their website. This is the traffic for visitors who find your website page in search results.

 

Currently, digital marketing is used for a wide range of marketing operations. Some small businesses have multiple digital marketers working as a generalist. As a large company, multiple specialists are in charge of each job, and each one is responsible for only one or two types of digital channels for their own brand.

 

Below are some examples of these specialists.

 

SEO manager

Main KPI: Organic traffic

To sum up the role of the SEO manager, make sure that your company appears in the top search results. Using various approaches for search engine optimization, we will work with content creators to improve our search rankings. The same applies to content posted on SNS.

 

Content marketing specialist

Main KPIs: time spent on pages, total blog access, YouTube channel registrations

Content marketing specialists are digital content creators. Always check the update schedule of your company's blog and devise a content strategy that includes videos. We often collaborate with people from other departments to effectively support our new product launches and campaign launches with promotional content on their digital channels.

 

Social media manager

Main KPIs: number of follow-ups, impressions, shares

Social media managers are just as their name suggests, but the SNS networks they target vary by industry. The job common to all is to schedule the content (text, images, videos) posted by the company. In addition, in cooperation with content marketing specialists, we may also formulate a strategy for deciding on the SNS network to post to for each content.

 

(Note: “Impressions” included in the KPI here means how many times your post appears in the user ’s news feed.)

 

Marketing automation coordinator

Key KPIs: email open rate, campaign click-through rate, lead generation rate (conversion rate)

Helps select and manage software to understand customer behavior and understand business growth trends across the marketing team . Since the marketing operations described so far are often performed individually, it is important to organize various digital marketing activities into one campaign and to have a person in charge who can confirm the results of each campaign. .

 

Difference between digital marketing and inbound marketing

At first glance, the two are very similar in that they are both primarily online and aimed at creating digital content and showing it to people. So where is the difference between the two?

 

The term “digital marketing” does not distinguish between push and pull strategies (currently outbound and inbound) in marketing. Both are included in the digital marketing category.

 

The goal of “outbound” digital strategy is to get as many people as possible to view marketing messages in the online space. At this time, it is not important whether the content is of interest to the viewer or whether it is welcomed.For example, the flashy banner ad that appears at the top of many websites pushes products and campaigns and may not be welcomed.

 

On the other hand, the “inbound” digital strategy attracts websites by providing useful assets on the online content to target audiences.The simplest and most effective inbound digital marketing asset is a blog that allows you to create articles that take advantage of the keywords your target audience searches.

 

As you can see, inbound marketing is a technique that uses digital marketing assets to attract online customers, develop relationships, and satisfy them. Digital marketing, on the other hand, is a collective term for all types of online marketing, whether inbound or outbound.

 

Is digital marketing effective for any business?

Digital marketing is effective for any business in any industry. Regardless of the type of product, the essence of digital marketing is to establish buyer personas, identify audience needs, and create valuable online content. However, not all businesses have a similar digital marketing strategy.

 

B2B digital marketing

In the case of B2B business, marketing activities centered on online lead generation are common. The goal here is to increase inquiries to the sales department. Therefore, a marketing strategy that attracts the highest quality potential customers from websites and secondary digital channels and transforms them into promising leads (leads) is required.

 

Outside of websites, many companies will focus on business channels like LinkedIn, which are popular with target audiences online.

 

B2C digital marketing

Depending on the price range of the product, in the case of B2C business, the goal of digital marketing is to attract consumers to websites and make purchases without going through sales representatives. It is.

http://orcadmarketplace.com/UserProfile/tabid/43/userId/41765/Default.aspx

http://guildwork.com/users/kian007

https://forums.gta5-mods.com/user/kian007

https://sites.tufts.edu/pmclg/#comment-21173

http://iranmct.mystrikingly.com/blog/don-t-you-know-it-unexpectedly-what-is-branding-understanding-the-correct

http://iranmct.ukit.me

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 https://iranmct-54.webself.net/

Therefore, rather than lead generation in the B2B business, we will focus on building a customer journey that completes the process from consumer access to the site to purchase. In such cases, the content that introduces the product is generally placed near the top layer of the marketing funnel. In addition, CTA (Call-To-Action) more aggressive than B2B business is required.

 

For B2C companies, channels like Instagram and Pinterest are often more effective tools than business-oriented platforms like LinkedIn .

 

What are the benefits of digital marketing?

Unlike typical offline marketing activities, digital marketing allows you to see accurate performance in real time. If you've ever advertised in a newspaper, you know how difficult it is to actually open that page and estimate the number of readers who have focused on your ad. You can't even know for sure whether the ad contributes to sales.

 

Digital marketing, on the other hand, can calculate the ROI of almost every component of marketing.

 

Below are some examples.

 

Website traffic

In digital marketing, you can use analytics software built into a marketing platform like HubSpot to know the exact number of website visitors in real time.

 

You can also check various analytics data such as the number of pages viewed by visitors, the type of device used, and the site from which the visit came.

 

This information can help you decide which channels to focus on based on the number of website visitors that each marketing channel creates. For example, if organic search traffic is only 10% of the total, you can decide to increase SEO and increase this percentage.

 

With offline marketing, it ’s hard to know how customers interact with your brand before making inquiries and purchases. Digital marketing, on the other hand, can identify behavioral trends and patterns until reaching the final stage of the customer journey. I can do it.

 

Content performance and lead generation

Suppose you want to print a product catalog and distribute it by mail. Although not online, this catalog is also a type of content. The problem is that I don't know how many people have opened the catalog and how many have left it in the trash.

 

Now, let's say you publish a catalog on a website instead of a print. In this case, you can accurately measure the number of people viewing the page where the catalog is hosted. You can also use the form to collect contact information for the person who downloaded the catalog. Not only can you know how many people responded to the content posted, but you can also get potential customers through downloads.

 

Attribution (attribute) analysis

An effective digital marketing strategy combined with the right tools and technologies can go from all sales records to the moment the customer first contacts the brand.

 

This process, called attribution analysis, allows people to look into the brand's products and identify trends in the buying process, so that improvements can be made in areas that need to be focused on in the marketing strategy and in the sales cycle. It is a useful source of information when determining what is necessary.

 

It is very important to clarify the correlation between marketing and sales. According to the Aberdeen Group , companies that have strengthened collaboration between marketing and sales report a 20% increase in revenue per year, while companies with weak collaboration have reported a 4% decrease. If digital technology can be used to improve the customer journey in the sales cycle, it will ultimately increase revenue.

 

 

Types of digital content to be produced

The type of content you produce depends on what your audience needs at each stage of the customer journey. Start by creating a buyer persona ( try this free template ) and identify the audience goals and challenges relevant to your business. Basically, we aim to create online content that can help achieve these goals and overcome challenges.

 

Next, consider the stage in the customer journey when the content is expected to be used. This is called content mapping.

 

Content mapping clarifies the following conditions as content targets:

 

The characteristics of the person to use (where buyer persona helps).

The road to the purchase of this person (life cycle stage).

There are many options for content formatting. The recommended format for each customer journey stage is as follows:

 

Recognition stage

Blog post: Effectively combining SEO and keyword strategies will contribute significantly to organic traffic growth.

Infographics: Infographics that can be easily shared increase the chances of being caught by new audiences by sharing content on social media. (For beginners , please use this infographic template (free) .)

Short videos: Easy to share, and posting to platforms such as YouTube will trigger new audiences.

Study stage

eBook: A more comprehensive eBook than a blog post or infographic, it is easy to get contact information registered as a price for downloading, and is effective for lead generation.

Survey Report: Important content that is also effective for lead generation. Industry-specific research reports and the latest data are often featured in media and trade magazines, and are effective at the recognition stage.

Webinars: Webinars that offer more interactive content can be more comprehensive than blog posts and short videos, making them ideal for content for the study stage.

Decision stage

Case Study (Case Study): Detailed case studies posted on the website can be an effective way to encourage new prospects to make decisions.

Testimonials: Even if your business is unsuitable for introductions, it is effective to post a simple “customer testimonial”. For the B2C brand, there are even more diverse formats. For example, in the case of apparel, it is possible to invite customers to purchase coordinated photos using their own brand hashtags and introduce them on the site.

How long does it take to produce results?

Because digital marketing makes it easier to evaluate ROI, people tend to think that results will be achieved in a shorter period of time than offline marketing. It is a town.

 

Build a comprehensive buyer persona to identify, attract, and focus on creating high-quality online content that can be transformed into a promising audience, and can achieve significant results within six months must.

 

If you ’re using paid advertising as part of your digital strategy, you ’ll find it even faster. However, for long-term, sustainable success, we recommend focusing on increasing organic (free) traffic using content, SEO, and SNS.

 

Does digital marketing require a large budget?

This is true for anything, but the budget you need depends on what you want to use in your digital marketing strategy.

 

If you already have a website and want to focus on inbound techniques such as SEO, SNS, and content creation, you don't need much budget. The main focus of inbound marketing is the production of high-quality content that audiences want to see. Except in the case of outsourcing, the only investment required is the time of the person in charge.

 

Initially, you can also host websites and create content using HubSpot's CMS (content management system) . If your budget is limited, you can use WordPress hosted on WP Engine using the simple theme of StudioPress .

 

It goes without saying that outbound marketing methods such as online advertising and buying email address lists require a reasonable budget. The size of your budget depends on how much you want the message to stand out.

 

Taking Google AdWords PPC as an example, you will have to compete with your peers in order to be ranked high in Google search results using keywords related to your business. Depending on the keyword's competitive rate, it can be relatively inexpensive or very expensive. This is why we encourage you to focus on organic traffic.

 

Positioning of mobile marketing in digital marketing strategy

Another important element in digital marketing is mobile marketing. In fact, even in the United States, where mobile popularity is not as high as in other countries, smartphone use accounts for 69% of digital media usage time, and there is research data that desktop-based digital media usage is less than half .

 

In other words, it is essential to optimize digital assets such as digital advertisements, web pages, and SNS images for mobile devices. If you have a mobile app that supports communication and shopping with your brand and users, it ’s counted as part of your digital marketing.

 

It ’s important that the online experience your company offers is as comfortable, whether it ’s from a mobile device or a desktop. Make your website mobile-friendly or responsive to make it easier to browse even on mobile devices. It may be necessary to consider shortening the input form so that content can be downloaded smoothly from mobile. For images on SNS, text may be interrupted due to the small display area on mobile devices. Always take into account how mobile users see it.

 

There are many ways to optimize digital marketing assets for mobile users. When promoting a digital marketing strategy , it is very important to consider the user experience on mobile devices. Keeping this point in mind will create an audience-oriented digital experience and, in turn, achieve the desired outcome.

 

How can I work on digital marketing in the future?

If you ’re already doing digital marketing, you ’ve probably seen a certain audience online. Still, there are still some areas where there is room for improvement.

 

Therefore, Hub Spot has prepared a document, “Why Digital Marketing?” That enables both beginners and experienced users to formulate effective digital marketing strategies simply by following the procedures . You can download it for free here .

How to proceed with corporate (company) branding and methods-2: Organize a cross-section project team

If you've made the decision, you'll be organizing a cross-functional project. Here are the steps I would like to hold down in project organization.

  • Organize a p

    f:id:marketing2050:20190515154200j:plain

    How to proceed with corporate

    roject team
  • Do a project kickoff
  • Do a noming session
  • Hold a corporate branding study session

Let's explain the points below.

Organize a Corporate Branding Project Team

Since corporate branding is an enterprise-wide effort, it will be necessary to organize project teams across divisions. If you have decided on the implementation of "Corporate Branding", let's start to create a project team.

What kind of people should be asked and what kind of methods should be asked frequently when organizing a project team? It is. The view of k_bird is as follows.

What kind of human resources should you recruit in corporate branding?

The first condition is, "Whether you are a person who can make a company-wide perspective instead of being a department representative."

The corporate branding project takes on the "totally optimal" color, such as "Social purpose for your company" and "Consistent attitude toward it". And "global optimization" sometimes involves making decisions that sacrifice "parts".

This is particularly noticeable for conglomerate companies that develop multiple businesses, but when it comes to "social purpose" and "consistent attitude toward it", it is easy to become a discussion such as "applicable to own department, not applicable". As a result, it is "there is" that the discussion burns up along parallel lines.

Therefore, when inviting project members, be sure to include "manpower who has an overall optimum viewpoint" as a condition.

The second condition is "Whether it is human resources who can make a medium- and long-term perspective."

Unfortunately, there are two types of companies, those who can capture things only in the "concrete talk in front of the eyes" and those who can capture things "in the medium and long term, broadly".

And because corporate branding is a project that looks forward to five years and ten years from now, rather than talking about tomorrow today, it will not be over-the-counter in "current sales" and "immediate profit", but "oversight" over the medium to long term Is required.

The third condition is "whether the person is highly aware of the problem with the way the company is."

"Human resources with high awareness of problems" tend to smoke as "dissatisfied molecules" or "critic molecules" in the organization. However, “dissatisfaction” and “criticism” are the manifestation of expectations and aspirations that “I want you to really exist” if you turn it back, and a strong mission when lighting up in a project like corporate branding I often feel a sense of doing big things.

The larger a company is, the more likely it is that in an organization people who are skilled in "coordination ability" are valued.

However, "Corporate Branding" aims at "Corporate-wide change", and it can not be done with just the ability to adjust the opinions of people in a simple manner.

With internal resistance to change, some people with "strong problem awareness" and "hard convictions" are essential in order not to get rid of corporate branding.

The following types are also suitable for corporate branding projects.

  • Human resources who can enjoy the situation itself rather than the chaotic situation itself, enjoy it, enliven it yourself, choosing what you think is best for you from time to time
  • A human resource who can calmly judge that their company, organization, and business take a step back and analyze, "Good place is good" and "Changed place should be changed"

However, human resources are always scarce, so in reality the project will bring up "people who can lead the whole company". Even if you don't have much knowledge, it is desirable to have positive people who have guts

On the other hand, people who are anxious if everything is not organized or who can not do work without giving instructions do not have much knowledge or ability to become a force.

What kind of method should corporate personnel use to collect human resources?

If the company is not so large, it is desirable for the project members to be called a pole fisherman whose management is expected to say "This is it!" This is because "having the best overall perspective", "foreseeing the medium- and long-term", and "people with high awareness of issues" are often talented people, and the leaders of each business want to put out people for fear of "holes" It's not there.

If you read this far, you should know that "Department Director Recommendation" is a bad idea that is not recommended.

Because if it is "Department Director Recommendation", each department director will send out "surplus personnel" that will not affect their own department. As a result, the project members are only those who say "I came because I was told, but what should I do?" And fell into a state of "only you thinking seriously about corporate branding."

In addition, if the company size is large and it is difficult for "one-handed fishing", it is recommended that a process of "determination by interview" be added after "public offering".

When it comes to "open call", it is assumed that highly motivated personnel gather, but some of them are "Please let me study through the project". However, the corporate branding project is not a passive place of "providing study" but a proactive place of "making change with their own hands".

"Motivation to study" itself is a wonderful attitude, but in order to complete a corporate branding project, each project member is required to have "a sense of mission" and "subjectivity". The reason why the process of “consulting” is required after “open call” is to identify the “subjectivity” of applicants.

k_bird is generally intended to confirm the following suitability.

  • This project will be carried out concurrently with your current work. It is physically tough mentally work but can it endure?
  • This project is not "where you study" but "where you volunteer". Knowledge comes later. It is important to be independent but is there a desire to "contribute independently"?
  • There is no fixed way in this project. Therefore, since it will think and decide "the way of itself" by itself, twists and turns are inevitable. Are you still ready to participate?
  • It's a very tough project, but when you're done, you should have grown dramatically.

Furthermore, as for the department where the project members are from, it is desirable to select people across departments in anticipation of the development of brand penetration.

Do a project kickoff

Once the project members have been selected, the project members will be gathered together and the project kickoff will be conducted. The project kickoff agenda is roughly as follows.

  • Greetings and enthusiasm of project owner (preferably top management)
  • Explanation of background, role and goal of corporate branding project
  • Explanation of approach, task and schedule to reach the goal
  • Explanation of project structure
  • Confirming date and time of future meeting

In project kick-off, the participation of the project owner (top management) is essential. There are two reasons.

The first is, as you can imagine, to inspire project members.

If the top management beats the shoulder of each person saying "Do not ask" at the project kick-off, from the perspective of the project members, "the top management who had been above the clouds has been entrusted to me" Have a feeling. This effect is actually greater than the top management thinks. The experience of "expected by top management" is a major driving force for project promotion.

The second is the arbitrage effect on "superior superiors of project members".

Unfortunately, the better the members sent out of their own department, the more "big holes" will be seen by their superiors. Therefore, there are bosses who do not feel comfortable with the project.

However, when it comes to the "Cultivate Project" right below the top management, it is difficult to say that the complaints made by the immediate superiors are also outstanding. Rather, it even works to calculate that "If you support actively, you might benefit."

This way, the corporate branding project can be excited from the start if you can create a composition that "the motivation of project members is increased" and "the bosses in the field also support you". This is the reason why "the participation of top management is essential" at the project kickoff.

Hold a Noming Session

"Noming session" may be a word that can not be heard, but it refers to "a mechanism for building a team in a short period of time and enhancing the team's sense of unity".

When becoming a large company, the members gathered in the corporate branding project are often "first meeting each other". So to speak, "everyone is stranger".

And in order to become "a team with a sense of unity" from "a stranger to each other", it is said that the following process is followed.

  1. Forming (in formation period): A
    state in which each person can not fully understand each other's "being a person". "I wonder if you say something like that?" The leader is an appointed leader and members are waiting for instructions.
  2. Storming (Confusion): As
    you get used to the air of the claiming stage space, the claims of each member begin to appear. Comments such as "I think like this" and "I think so is not so" frequently occur, the opinion is not settled, and the productivity of the project is greatly reduced.
  3. Norming (standard period):
    Understand the values, characters, or circumstances of each other at the normative stage , and implicitly establish the rules of the team. "Ok, breathe" such as "OK, finish" starts to be established, and members start to move autonomously.
  4. Transforming:
    "Culture" and "Solidity" begin to be born within the cohesion phase project team. 
    At this stage, "Our team is ..." and "Our way is ... ..." and so on, implicitly speaking begins on the premise of "belonging to a team".

If you are keen, you may have noticed that the longer the “Forming” phase and the “Storming” phase, the longer the project productivity will decrease.

The “Noming Session” is an effort to shorten “Forming” and “Storming” as much as possible, and aim to shift to “Norming”.

The heart of the "Noming Session" is how to make each member self-disclosure. Therefore, after the project kick-off, often there will be a "place of casual, true-sound based communication" as early as possible.

کلینیک دندانپزشکی دکتر اختری Business Plan طرح توجیهیمدیریت. برند فروشگاه اینترنتی لوازم خانگیمدیریت.

At that time, I have you talk frankly not only "I'm betting on a project" or "I'm good at it (I want you to ask you)" but also "I'm weak at it (I want everyone to follow you)" It is effective to make them show their weaknesses.

 

How to proceed with corporate (company) branding and methods

If you are reading this commentary, you may be keenly aware of the need for corporate branding for some reason.

f:id:marketing2050:20190515153838j:plain

branding

On the other hand, corporate branding is not "your department's efforts" but "company-wide efforts", so it is difficult to make decisions if you do not approve it after capturing "company-wide mood".

The timing at which “corporate branding” decisions are easy to pass according to k_bird's experience is roughly as follows.

The timing of the presidents

When the president to change, almost without exception, the new policy is shown. In particular, at the timing when the founding president touches the second generation president, "Corporate branding" is often cited as one of the new policies for the young second generation president. 
However, in the case of the second-generation president, because "my company is not noticeable" and so on, it may be a feeling of meeha, so I want to carefully check the background and intent.

The timing of the new medium-term management plan

When faced with "in-house issues" at the timing of new mid-term plan formulation, "corporate branding" is often considered as one of the solutions to the issues.

Anniversary of timing

When a company reaches its anniversary, "thank for your patronage of the past" and "declaration for the future" are considered. There is a case where "corporate branding" is considered as the turning point.

The timing of the listing

The case where "corporate branding" is widely considered for "society" and "stakeholders" as "public works of society" triggered by listing.

The timing of the merger

In the case of corporate mergers, different corporate cultures become one, and it is necessary to change the company name itself, so "corporate branding" is often considered.

The timing of when the business expansion

In this case, as the business size has expanded and the number of human resources has increased rapidly, the mission and aspiration at the time of founding have been diluted within the organization. Often suddenly enlarged venture companies.

The timing of the turnaround

In some cases, corporate branding is considered in order to enhance the morale of the remaining employees after carrying out major restructuring due to poor performance.

Timing at which the gap of the company name and the business reality is increased

Although it was a single business at the time of establishment, the range of business has expanded after that, and as a result the gap between the company name and business reality has become larger, the case where "corporate branding" is considered.

Timing at which the company name or company logo has become not fit the era

Although we have continued to use the company name and logo as a so-called "brand name" since our founding age, anyone sees it as "oldish" and "corporate branding" is considered as part of the rebuilding of "VI: visual identity" Case.

Internationalization timing

In the case of considering internationalization, the trademark barrier is added to "company name" and "company logo" and "corporate branding" is considered as a part of rebuilding "VI: visual identity".

When is it difficult to hire people

In each year, it is difficult to hire human resources, and "corporate branding" is considered as part of "recruitment branding." Especially in BtoB companies.

Corporate branding is a very useful way to solve many business issues. However, it is self-evident that even if you draft "Corporate Branding" at the same time that "Corporate Feeling" is removed, you will not see the light of day.

Furthermore, once the proposed corporate branding is rejected, steaming it back requires considerable energy. Therefore, when drafting "Corporate Branding", let's put "Corporate-wide momentum" on the sidelines by observing the above timing.

کلینیک دندانپزشکی دکتر اختری Business Plan طرح توجیهیمدیریت. برند فروشگاه اینترنتی لوازم خانگیمدیریت.

 

What is Corporate Branding? Meaning of Corporate Branding and All Methods | Case Study

If you arrive at this blog, you will have an interest in "Corporate branding" or "Corporate branding" for some reason. But at the same time, do you not feel that "corporate branding strategy is abstract" or "I do not know what to start with?"

f:id:marketing2050:20190515153410j:plain

Corporate branding differs from brand marketing in that there is no “convenient sale” such as a product or service. Furthermore, while brand marketing is the subject of "marketing-related departments" and "everyday operations", corporate branding is a story that "includes the whole company" and "looks ahead five or ten years ahead". More complex.

So that's a question for you. What is the purpose of the corporate branding strategy in the first place?

Everything is made up of purpose and means. If you understand "Corporate Branding Strategy" after understanding "What is the purpose of Corporate Branding Strategy in the first place", then it is a shortcut to understand Corporate Brand Strategy.

If you wondered what the purpose of your corporate branding strategy is, even if you were confused for a moment, please read this commentary to the end.

If you proceed with corporate branding while understanding is vague, you will end up with superficial results such as "change the logo design of the company" and "change the slogan of the company", and the results will not be clear.

If you are interested in "corporate branding" and want to make your company's corporate branding successful, I hope this article will help.

 

Unlike brand marketing, "corporate branding" is an enterprise-wide effort. And, of course, to be successful in corporate branding, if you and all project members promoting corporate branding do not understand "What is corporate branding?"

However, it is also true that there are many misconceptions in "Corporate Branding". The following are some common misconceptions:

  • Corporate branding is a method of improving the corporate image.
  • Corporate branding is about changing company names and logo designs into something new and matching them with the times.
  • Our company is a serious company. You don't need to have something like corporate branding.
  • As our company is a B2B company, corporate branding is not necessary.

If you are appointed project leader for "Corporate Branding", you will soon be annoyed by the "people with misunderstandings" as described above.

Unfortunately, "branding" is an abstract concept and there is a lot of room for interpretation. Therefore, the “Corporate Branding Project” will proceed with each misinterpretation, and “differences in interpretation” will be revealed later, and there will always be cases of confusion.

As with any project, if there is no match between the project members in the first place and the purpose (the direction to be aimed), the project will never be in line.

Therefore, the first thing you should do is to have a common understanding among project members on "What is corporate branding ?: Stand up point" and "What is the purpose of corporate branding: goal".

 

I am sorry for the sudden question, but does the company to which you belong have "business goals"?

Although k_bird has been in contact with many companies up to now, almost all companies have set “corporate goals”. In particular, listed companies often have corporate goals such as "sales," "share," "operating profit," and "operating profit margin." Some companies that are more financially advanced have EBITDA, EVA, etc. set up.

If you are looking at this blog, you should firmly understand the medium-term management plan and have a "corporate goal" in mind. Let's ask the following questions to you.

"What is your company's corporate purpose?"

How would you answer if you were asked as above from "a stranger outsider"?

If you say, "The purpose of my company is to increase operating income to ¥ 100 billion," unfortunately, "a stranger outsider" will lose interest in your company. Because "the increase in your company's operating profit to 100 billion yen" is a story of another person for "a stranger outsider", and it is a matter of no matter what.

Then, replace the words "unknown outsider" in the text in the above paragraph with "society" or "a (potential) customer" and try reading again. You should notice something important.

There can be no "goal" without any "goal".

And it is as we have seen so far that if the company's purpose is put in "the operating profit of our company" etc., it will end in "a mere inward talk". The purpose of a company that should be essential must be positioned in relation to "society" and "potential customers".

And if you read this far, you should be aware that all the examples at the beginning are "misunderstandings".

  • Corporate branding is a method of improving the corporate image.
  • Corporate branding is about changing company names and company logo designs to something new.
  • You don't need to have something like corporate branding.
  • Corporate branding is not necessary for BtoB companies.

 

Once you understand the meaning of corporate branding, let's explain the purpose of corporate branding.

It goes without saying that “Corporate Branding” requires business results because it involves investment. However, corporate branding involves the difficulty of defining the purpose itself, as the target is "all stakeholders".

Therefore, k_bird is often described along the framework of the following "value chain".

The effect of "fund raising" by corporate branding

First of all, companies start with the "funding" that is their origin. Without funding from banks and stock markets, you can not even start a new business in the first place.

If you can show “your company's social purpose” and “consistent attitude toward it” through corporate branding, then your company is an empathy called “expected” or “trust” from banks and stock markets It will be possible to earn

As a result, banks and stock markets will feel more credible in the future of your company, and by lowering the cost of capital (= funding costs), it will be possible to raise funds in a favorable manner.

If you are keenly aware, this is what is called "IR effect" in corporate branding.

The effect of "human resources adoption" in corporate branding

Even if you can raise enough funds, business will not run unless you have enough people to carry out your business activities.

However, it is said that the labor force will decrease in Japan from now on and it will be difficult to adopt. The reality is that, at advertising agencies to which k_bird belongs, consultations centering on mid-sized companies and B to B companies on the theme of “recruitment” are rapidly increasing.

When it comes to "recruitment", it tends to be a short-term argument that "if a salary level is raised, good people will apply". However, in light of the experience we have seen at k_bird's foreign-funded consulting firm, "people who come for high rewards" are "people who leave for high rewards".

Moreover, really good high performers no longer consider their skills in the "monetary reward" dimension. Because we understand well that "the career life to pursue money is a career life governed by money."

True high performers are always thinking "What can we do with our skills?" And there are many people who judge the field on the basis of "whether there is a friend who can resonate with such values ​​and aspirations".

If you can indicate “your company's social purpose” and “consistent attitude toward it” through corporate branding, you should obtain the “resonance” empathy from the high performers in the human resources market. Becomes possible.کلینیک دندانپزشکی دکتر اختری

 

This is called "recruiting branding" in the branding world.

Effects of "organizational culture" in corporate branding

Even if you have enough people in your company, you will not be able to achieve business results unless each and every one of your employees is capable.

So that's a question for you. Employees say, "Our business is a business that brings operating income to ¥ 100 billion." Or "Our business is a business that makes the world a better place." Do you feel "proud" or "fulfillment"?

If you can show employees the "social purpose of your company" and "consistent attitude toward them" through corporate branding, you will obtain an empathy called "pride" from your employees It becomes possible.

This is called "inner branding" in the branding world.

Effects of "Marketing" on Corporate Branding

The last is the marketing effect of corporate branding.

If you stand as a potential customer, you are told, "Our company is a company aiming for an operating income of ¥ 1 billion." And "Our company makes society better through business. "A company that is aiming to change into a place," and which company do you have "resonance"?

If you can show potential customers the “social purpose your company exists” and “consistent attitude toward it” through corporate branding, your company will be named “resonant emotion” or “respected emotion” from potential customers. It is possible to gain empathy for

If two identical products with identical specifications and prices are lined up, which product is more likely to be selected for products that have resonant feelings and those that do not?

فروشگاه اینترنتی لوازم خانگی.

What kind of job is sales staff? What is different from general affairs?

When you are looking for jobs in clerical work, I think that you have seen the description of sales office and general affairs. What is the content of concrete work of sales office and general affairs and what is the difference? I will explain the contents of these two types of jobs that seem to be similar and have different meanings.

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sales staff

What is the job description of sales office work
The work of sales office work is mainly the assistant task of sales representatives. The contents of the work are the main work such as ordering of goods, issuance of slips and invoices, telephone correspondence from customers etc. Depending on the type of industry, we may also create presentation materials for customers. In the case of overseas clients, it is necessary to use English for various exchange and document preparation.

What is required for this job is the ability to communicate and the accuracy of document preparation. Immediately understand what others want, if the catch-up ability is high, work will proceed smoothly. While valuing teamwork with sales representatives, you will also be asked for the ability to set up work.

What is the work content of general affairs
The job of general affairs refers to the affairs of the workplace and general affairs of the workplace. The content of the work is various, such as document preparation such as documents and contracts, telephone / visitor reception, mail reception, sorting of mail items, filing data aggregation, and so on.

What you will need for this job is communication skill and attentiveness. As skills, it is necessary to acquire the minimum necessary business manners for telephone correspondence ability, Excel · Word skill, visitor response. Also, as many jobs are asked from various people in the workplace, it is important skills to assign priority and prioritize the schedule management ability to respond to a wide range of detailed work.

The common thing to both is that it is a job suitable for people who like to support people. It is not a conspicuous job, but being appreciated by people and customers at the workplace is one of the great rewarding of this work. If we are able to grasp the whole thing so that work in the workplace goes smoothly and become able to recognize what is necessary now and move, it will be more fun to work.

مشاوره انتخاب نام مناسب برند انتخاب بهترین نام برای برند

نام‌ برند نام تجاری 

Benefits of regular employees and benefits of temporary staff

Modern times where you can choose a variety of ways of working. Looking at a short span, it seems that there is not much difference between regular workers and temporary workers in terms of how to work, but each has its own merit difference.

Benefits of regular employees

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Benefits of regular employees and benefits of temporary staff



A permanent employee is an indefinite employment contract. A big merit is that it can work steadily for a long time. Generally, companies can not lay off regular employees unless there is a good reason. In addition, because evaluation such as pay raise and bonus is sometimes leading to income, it is also easy to have motivation for work. Besides this, it is also a major point that you can receive allowance for company regulations such as housing allowance and benefits. Sometimes social status is guaranteed.

 

Benefits of temporary staff


Temp staff will be contracts for work. Terms of work, work hours, period, conditions such as salary are prescribed by the contract, and the contract will be terminated after the period is over. The period of service may be several years after renewing the contract, but there are also periods limited for several months or so. As an advantage, you should be able to work in your desired job category and location. I do not need to do anything other than the contract work, because there is no change, I can do one job professionally. Based on your career plan, you can skill up at various companies. It can also choose whether to work overtime, it isalso a feature that it is easy to take a work-life balance . For salaries, it seems that monthly take-up is often relatively higher than full-time employees.

What is "How I Work"


Both regular employees and temporary staff have merits. Want to emphasize stability and get evaluations from the company, do you want to secure results other than work during the time and contract, to match their own lifestyle and life plan You can understand and select. Why do not you think about what you are asking for yourself?

Sales promotion business and rewarding

Support products and services "to sell more"

The job of supporting various points so that goods and services can be sold more is sales promotion (sales promotion) work. What kind of work do you do specifically? 
Broadly speaking, sales promotion is to encourage products, services to be sold to the manufacturer (own company), seller (wholesaler / retailer), and user. This time, I will introduce the work content of sales promotion and the wide scope involved in this work.

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sales promotion

Close to the work content of sales promotion!

· Sales promotion work content It is sales promotion to work
on products and services to the three creators, sellers, and users. Now that many products and services are on the market, it is often that there is a limit even if only sales and sales are working hard. It is this job to support it from behind and encourage the three parties to circulate goods and services well.

In our company as a manufacturer, we will "hold incentive schemes, contests, seminars, etc. for awareness and knowledge improvement" to employees in charge of sales and sales. For wholesale / retailing which is the seller, in order to urge users to take actions such as "to provide advertisement tools and dispatch salespeople to increase sales force", "to raise awareness of purchasing motivation and product / service familiarity" to users , Campaign and sampling, sale, premium, novelty etc will be carried out. It is a challenging task in the sense that you can see the results directly, there is a response.

· Seminars
specialized in skills & career advance are also held by utilizing seminars . In the seminar, you can learn a wide range of ideas and perspectives necessary for sales promotion, methods necessary for planning planning, how to assemble presentations and exercises. It includes not only lectures but also practice, so you will gain a living experience.

Pipe connecting the three parties with goods and services

Supporting sales and sales staff from behind like this, sales promotion is becoming a role as a pipe connecting manufacturers, sellers, and users with products and services. This work has the challenge of being able to directly sense the response, it is characteristic of a wide range of business contents, it can be said that it is a very profound job.

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