The marketing strategy

We will describe the main areas of investment, depending on the chosen marketing strategy. Product or brand? Buyers in the B2B segment usually choose: supplier – when the product itself is not fundamentally important, for example, a supplier of stationery for the office; product – technically complex goods or specific services. In the first case, you advertise yourself as a brand: service, delivery, efficiency, accuracy, competence, etc. In the second, you focus on the product, where marketing introduces the buyer to a specific product. Depending on the marketing strategy, the budget is spent on: PR, that is, to create general awareness of a company or product; Digital marketing, that is, generating a flow of requests (advertising).

PR is the motivation of the consumer

The concepts of “PR” and “advertising” are sometimes confused. Interact with the company, broadcasting information about oneself in the Algeria Phone Number List public space. And advertising is a direct, sometimes intrusive message. Advertising works well only when demand is generated and the client is “warmed up”. For example, I’m in the mood to buy, I heard about the company somewhere, and suddenly I see an advertisement about a nice discount in a contextual ad. Personnel Many people mistakenly believe that investing in marketing is solely an advertising budget.

It is important to include

in the allocated 2-4% of revenue the costs of personnel who will manage this budget. The staff can be either on staff or on the agency side. The best option is a hybrid. An agency can be entrusted with promotion – but only if the company has a Indonesia Phone Number List professional marketer or commercial director who understands analytics and is able to competently formulate and set a task, as well as evaluate and monitor the agency’s work. At the same time, it is not normal for a specialist’s maintenance (salary, bonuses, voluntary health insurance and other “goodies” and guarantees) to exceed the advertising budget. This happens when an established head of the marketing department is lured away from another company. A ready-made, great specialist is always expensive.