Marketing

Vertical Or Horizontal Marketing?

The majority of marketing carried out across the world is ‘horizontal’ in nature. This means that it tries to address the needs of a broad range of potential customers, whether they are domestic or business. However, some companies often choose a more ‘vertical’ marketing approach. Vertical Marketing is another way of saying ‘industry-specific’ marketing, whereby you pick an industry and

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18 Reasons Why Visual Marketing Counts

As humans, we are naturally drawn to images. Investing in design has never been more essential especially if it’s your job to communicate to prospective customers. Here is the evidence:   Visual communication is fast It is possible to recognize a brand in less than a second. People process images 60,000 times faster than text. People form a first impression

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When Marketing, Think About The Customer – Not Your Ego!

Everybody knows that you market your company, product or service to attract new customers. How come so many people end up creating websites, brochures and ads that just don’t work? It is actually a common error that a lot of people make and it comes from not having an objective and end-goal in mind. Instead, people focus on what’s easy,

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Great Photography For Great Sales

Having professional photography taken is expensive and although photographing your own shop or surroundings is easy, getting great product photography results is difficult. From lighting to positioning to equipment and settings, it all takes a lot of time to get the perfect shot and hence the cost. Although I cannot overstate the importance of quality photography for successful sales, in

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Basic Guide to Google Adwords

Adwords Basics Over the last few years the major internet search engines have evolved beyond basic search engines to provide incredibly sophisticated advertising services. These services are known as Search Engine Marketing (SEM) and they allow any business of any size to promote its products or services to the world. The leader in the search engine market is Google, with

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4 Smart Ways to Drive Traffic to Your Website

Congratulations – you have a website! All your hard work – meetings with designers, developers, and coders – has paid off, and now you have a brand-spanking-new online presence. But now the effort really starts. In order for your website to work for you, you need to give it constant attention. You wouldn’t build an office or a shop, and not maintain it

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Attraction Marketing For Small Businesses

A while ago I wrote an article on the difference between attraction marketing and pursuit marketing. A really good example of a company that does attraction marketing to perfection is “Red Bull”. When you watch a Red Bull ad on TV, they don’t push the product down your throat (pardon the pun), but rather tell a witty story that always

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Marketing Consultancy Advertorial – Bluff or Brilliant?

The thought of “marketing” sends shivers down the spine of many business owners. Others just think it’s a waste of time, while the rest spend money on activities without ever looking at how much return revenue they generate. The reason for this is very simple – 99% of business owners are specialists in their field, but that field isn’t marketing!

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Using Personalities to Promote Your Business

I like to keep these articles as relevant to small and medium business where possible, so, to some extent, this article deviates from that. However, the area of celebrity endorsements and promotion of companies, products and services is so interesting and has been rocked by so many scandals over the years that I felt it would provide a cautionary note

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