MAD MARKETING TACTICS™ !: Douglas E Castle

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Friday, August 30, 2013

Keeping Your Customers When You Change Your Tactics Or Logistics...

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IMPORTANT NOTICE TO MY READERS
If you would like to continue reading articles written by Douglas E. Castle, you have two new choices:

1) Visit his new professional website and business blog at http://DouglasECastleBlog.com, where he discusses fixing broken businesses and fueling and accelerating the growth curve of successful or potentially successful companies or organizations, or you may:

2) Visit his multi-subject personal blog at http://DouglasECastle.com which will now be the ultimate, centralized consolidation of the large list of blogs which follow. While I might continue to post to these blogs directly, I will be doing so only sporatically. Thank you, as always, for following me and for sharing my articles with your colleagues across your many social media networks using an ever-increasing variety of sharing tools,. The selected blog list follows for your reference:
SELECTED LINKS TO BLOGS BY DOUGLAS E. CASTLE:
TAKING COMMAND! ACHIEVING YOUR OBJECTIVES. SENDING SIGNALS! - Communicate With Precision And Power. QUORA DISCUSSION FORUM DOUGLAS E. CASTLE: Observations, Thoughts And Commentary. Disruption Theory And Disruptive Innovation InfoSphere™ Business Alerts And Intelligence THE GLOBAL FUTURIST - Douglas E Castle
LINKS 4 LIFE ALERTS! Building And Managing Customer Relationships - CEM Instant Biz 101 Radio DAZZ - Music Breaks To Make Your Day! THE INTERNATIONALIST PAGE - Douglas E Castle GLOBAL EDGE NEWS AND ARTICLE FEED BRAINTENANCE: Train, Strain And Improve Your Brain. Expand Your Mind. Blogging Tips, Tricks And Tools MAD MARKETING TACTICS™ ! Business And Project Planning And Management

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Monday, May 13, 2013

BING Versus GOOGLE - Critical Market Timing! Scroogled?

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Bing is going head to head with Google (campaign catchphrase and slogan: "Don't Get Scroogled") to become the internet search engine of choice primarily to consumers and secondarily to institutions. The campaign is comprised of:

1) consumer polling, with favorable results shown on television commercials:
2) aggressive promotion, advertising branding and name recognition a diversified media mix: 3) Trying to interact with consumers in order to increase engagement and evangelism amongst converts.

Bing has indeed chosen an opportunistic time -- Google is becoming increasingly disliked (in particular for its 'customized' and distorted search results based upon observed and integrated user data [increasingly marketing oriented and decreasingly informational], and by webmasters and bloggers all over for its constant changes in ranking algorithms...Pandas, Penguins...Puke).

Sadly for Bing (such a cute name!), Google has more than a single product (each separate product is an axis), giving a greater perceived overall utility and giving it multiple points of potential consumer interface. They capture market by a combination of a vast number of product offerings combined with vigorous cross-selling and cross-linking of these sticky tentacles.

The goods that Google delivers: email platform, blogging platform, other connected benefits which foster increased marketing access outlets and perceived benefit"hooks" into consumers to capture market share, breed loyalty and create increased dependency upon Google in general.

The only advantage that Bing offers, aside from a better visual results experience and more objective search results (with less of that algorithm rubbish) is that it is creating a batch of user-friendly ways to integrate search results obtained with social media sharing.

Mad Marketing Tactics Campaign Analysis:
The most glaring marketing focus error that Bing is making in this campaign, is that it is not focusing in on its individual points of strength, i.e., advantages over Google. It is, in essence merely asking consumers to take a "taste test" without telling them that the reasoning that are performing the test is to find the difference in taste!

As always, thank you for reading me, and thank you for sharing my articles (excluding my wallet, my watch and so forth) with your contacts and colleagues across your various social media platforms.

Douglas E. Castle

Sponsored By:
CFI - CrowdFunding Incubator LLC
ICS - International Connection Services
Global Edge Technologies Group LLC
CFI Business Growth
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Monday, May 6, 2013

Emotions Rule Our Audience - Branding And Imprinting

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Emotions rule us. We make emotional decisions, and then we justify them after the fact with intellectualized rationalizations. Sometimes our emotions are the key to a deeper, more sensitive and fast-working consciousness [our instincts are hard-wired into our genetic code, and our intuition is not merely a "sense" -- it is an evaluation, made through all of our senses, both acknowledged and theorized -- which is so rapid that we do not consciously know that we are thinking or processing.

But in any case, especially when it comes to "deepening" branding by message imprinting, your objective is to create a profound, powerful almost religious or spiritual resonance or feeling of identification within the prospect, or potential consumer. It might be compassion (in the case of a charity), it might be lust and fantasy (perfumes, colognes, beverages...), it might be anger, or it might be envy. An elaborate branding imprinting statement is usually a lengthy meme -- profound words and a picture that draw forth a visceral, basic emotional response from every viewer. Our product or company name must remain small, while the meme carries the day.

Imprinting, in the sense that it is used here is not exactly the way that Konrad Lorenz would have defined it in psychological study of how newborns think that the first creature they see is mama -- it is more aligned with the term "anchoring, as this term is used in hypnosis, neuro-linguistic programming and in subliminal messaging

Imprinting helps to anchor emotional associations with a brand, whether that brand is established or whether it is just beginning to get into the public's eye. And this deepening of the brand through a deep emotional resonance is very, very important.

In my pedestrian terms, if I don't get a lump in my throat, and feel tears beginning to well up in my eyes, I will walk away from what you are selling (if it is not an immediate necessity) and find a competitor's brand with better, deeper, richer imprinting.

As always, thank you for reading me, and for sharing my articles with your connections, comrades and colleagues through your social media