BD Managing Director Dhouby Ghaut Digital Strategy

As a BD Managing Director Dhouby Ghaut, its very critical for you to understand developing brand strategy is extremely critical. The most important asset your company has is its brand. Quite simply, it drives the direction of your business. So you should definitely have a well thought out brand strategy in place.

Increasing competition in business develops similar products with good quality from different manufacturers. But only an effective, innovative and New Innovations & planning can make your business and products more popular.

For your profession as BD Managing Director Dhouby Ghaut it becomes your responsibility to stay connected with like-minded supporting industry experts who can guide and help you deal with your day to day work issues.

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If you are entrepreneurial in nature owning a business is very exciting adventure. It can also be the most difficult thing for you to get into if you are not prepared.

I am often asked, "How do I know that I am getting the most bang for my buck when running an ad in any particular advertising vehicle?" The answer here is that it depends. There are many factors to consider in determining if you are on the right track. Following are some tips that will help you.

1. Determine Your Ad Campaign Goals
What is your goal for your advertising campaign? Are you trying to create awareness? Do you want to generate traffic to your website or store front? Do you need X amount of leads to come from your campaign? Do you want to create a certain amount of sales for a new product or service? Determine what you need your ad to do for you then design your ad with the goal in mind.

2. Determine Your Budget
When I ask my clients about their advertising budget, I am often presented with this blank stare. It is very important to determine what the advertising budget is throughout the course of a year, and stick to it! Break out your budget and determine what you can spend per month. It's common sense, I know but many people don't do this in their business. Then go back to determine, based on upcoming events, what advertising needs to take place and when. Remember that it's okay to mix in other marketing vehicles such as internet ads, workshops, article marketing or public relations. These activities do not take a chuck out of your budget to implement.

3. Have Your Target Market In Mind
Who is your target audience? Where do they live? Where do they work? What is their income bracket? What is their marital status or age group? What are their habits? The answers to these questions will greatly help you determine which marketing vehicle to use based on their demographics. For example, if you find that most of your customers are into skiing, then you may want to advertising at a ski resort, in a ski magazine, exhibit at a conference or tradeshow that targets skiers or advertise on a billboard next to a ski shop.

4. Give Your Ad Time
So, how much time should you give your ad to do its job you ask? Again, the answer is, it depends. Monthly and quarterly marketing vehicles will require longer lead times than a local newspaper or radio. Plus, consider your campaign goals. Is your goal to create awareness, then you'll want to plan and run a continuous, steady, balanced campaign. If you are running a special during a specific holiday season for example, you'll want to run intense, concentrated campaigns. For instance, for a landscaper running an aeration promotion during the fall and summer months, he'll run more frequent ads for a few weeks rather than months, and then move to a more steady and poised pace during the summer and winter.

Keeping in mind that people need to see and hear your message several times before it sticks, different messages also resonate with different people. However, if your ad is producing little to no response, the advertising vehicle may not be to blame. Your ad may be the cause. Check that your ad has a compelling offer. Do you have a call to action in your ad? Is it too wordy where your audience glazes right over it? Do you have a catchy ad tagline? Remember, you have seconds to catch the attention of your audience. Are you trying to sell all your products in one ad? Keep your message to one subject and focus on one goal in each ad. Most advertising vehicles will allow you to change your ad at any given time. Test your ad for best results.

5. Measure Your Ad's Effectiveness
Keep track of which ad in what marketing vehicles are producing the best results. If you have a coupon running in various media, put a code at the bottom of each ad that will tell you where that coupon came from when a customer uses it. Have a slightly different offer in different media mixes to determine how a customer found you. Note: Different offers can also effect how will your ad is fairing. If you have one ad offering a percentage off versus a specific dollar amount, the results can differ dramatically. Above all, ask your customers how they heard about you.

5.5 Also, determine your cost of reaching your customers. Using the cost per thousand (CPM) method, multiply the cost of the ad by 1,000 and then divide that number by the size of the audience (your ad representative or advertising agency should be able to give you this information). To illustrate, if your ad cost you $650 to run in your local newspaper and their reach is 22,000, then the cost to reach your customers is ($650 x 1,000 / 22,000) $29.54. Comparing the CPM across various marketing vehicles will help you place your ad accordingly.

By following these simple guidelines, you'll place yourself in a more favorable position to meet your goals, stay on target while producing results, without extending your marketing budget.

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With the support of our professional business network, you get the opportunity to exchange experience and knowledge at a top professional level, and to strengthen and develop your own skills within your management and specialist areas.

Through business relationships and experience sharing in confidential settings for BD Managing Director Dhouby Ghaut, we strive to create personal and business value for all our network peers.

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What is e-Marketing?

e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt - that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90's.

The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).

There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.

e-Marketing Strategy

The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing - the well-known 4 P's (Product - Price - Promotion - Positioning) that form the classic Marketing mix. Add the extra 3 P's (People - Processes - Proof) and you got the whole extended Marketing mix.

Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P's) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.

These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P's) and upon each other.

1. Personalization

The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.

For example, a cookie strategically placed on the website visitor's computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer's experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.

Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.

2. Privacy

Privacy is an element of the mix very much connected to the previous one - personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.

This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.

Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

3. Customer Service

Customer service is one of the necessary and required activities among the support functions needed in transactional situations.

We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.

For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.

As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P's, hence its moderating character.

4. Community

We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to participate, to be part of a community.

The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.

The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) - therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.

Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.

5. Site

We have seen and agreed that e-Marketing interactions take place on a digital media - the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place - a digital location for digital interactions.

Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example.

This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing - it is then a moderating function.

6. Security

The "security" function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.

What we need to keep in mind as marketers are the following two issues on security:

- security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

- security of data collected and stored, about our customers and visitors.

A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.

7. Sales Promotion

At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.

To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.

Networking has always been considered a powerful tool for improving business prospects, advancing a career, and developing ideas. Other than some brief, structured events, networking has been mostly informal and inexpensive in comparison to cost they otherwise spend on different channels. But membership is growing in many formal, long-term networking groups, and so is the price tag.

Our groups are not groups for generating sales leads, nor are they places where individuals can drop-in to gain quick advice on an immediate challenge.  Members also sign a confidentiality agreement and benefits from the guided mentoring to help each other.

These groups include an experienced facilitator and use a structured discussion method to ensure appropriate participation.