The New Four “Ps” of Marketing

By Brad Smith

Remember from Marketing 101 the basics of the marketing craft – the Four Ps?

Product, Price, Promotion and Place (distribution)? I hope they still teach this. They’re as relevant today as they ever were.

But time marches on. Enter the age of technology and its impact on the third P. (That’s Promotion for those of you keeping score at home). With the almighty website as the hub of all things promotional, a whole new set of four Ps is taking shape.

Platforms – PC, Phone and Pad

What technologies will prospects and customers use to access your website in the future? While no one knows when, it’s pretty clear that there are two new emerging platforms that are likely to outpace the Personal Computer in the not too distant future – the Phone and the Pad.

Some reports say that over half of the Internet access will be from smart phones by 2015. Some say 2013. Some people say next year. Then there are the new pads, or tablet computers, a new space all of the major computer manufacturers are jumping into fast.

So what’s the savvy company to do? Invest now in the reconstruction of the crown jewel of their marketing ─ their website ─ to maximize visitor experience in all three major platforms. Why wait? Every visitor to your website who can’t read it on their Droid or iPhone is a lost prospect. They’ve branded you as “old” and they probably won’t be back.

For starters, make sure your site can resize for smaller screens by using “Cascading Style Sheets” (CSS) programming. Depending on the platform, the CSS will resize elements within your site and display your page accordingly. Things you want easily seen, like your navigation buttons, are automatically resized to maximize navigation legibility and functionality on all three platforms.

If your platform of choice has an “i” in front of it, as in iPad or IPhone, forget about picking up Flash technology. Reason enough not to use it on your website. Programming and code can replace much of the wow-factor of Flash (as well as some other alternatives).

There’s much more to consider (isn’t there always?). But the whole point is to prepare your marketing efforts now to work well for you for the longest time period possible.

Don’t Procrastinate. Be a Player in your industry. Envision the Possiblities that new technologies can give your company. All by all means, Profit from the new 4Ps.

Flickr Photo Credit: issyeyre

A New Adage to Guide B2B Banner Ad Placement (Part 1)

by Brad Smith

Copy:
My Mom’s favorite adage is “It’s not what you know, it’s who you know.” Well, here’s my new adage for B2B banner advertising – “It’s not what you say, it’s where you say it.”

We recently created an electronic ad campaign for a client as one of several vehicles to help introduce a revolutionary new product. Since seeing is believing, we wanted to drive traffic to the client's Web site to view a video of the product in action.

The side benefit to this was linking each electronic ad to a separate Web landing page. Of course these were actually multiple identical versions of the same page, set up solely for the purpose of measuring the hits or “click-thrus” from each banner ad.

Banner ads were placed on B2B publication Web sites and in the opt-in e-newsletters many trade publications offer. This was repeated in three different market segments.

The results of tracking after two months – of all the click-thrus received, 82% came from the e-newsletters.

Are you surprised? Are you seeing the same or different results? Let me know.

Flickr Photo Credit: http://www.flickr.com/photos/orangeacid/