Insight Business Strategies

We‘ve already explored in multiple earlier articles the complexity of channel management. It is even more complex for companies that are selling globally, because there is tremendous variability in requirements and parameters from region to region. We’ve also written about how global market requirements can have a tremendous impact on channel policies and programs, and on how a company goes to market. In this article we will explore how a unified  approach to channel management can greatly improve channel performance. Before we delve into the solutions, however, let’s talk a bit about the sources of complexity in channel management, particularly on in the global context. First of all, a channel management infrastructure needs to account for different types of partners whether they are alliance partners, go-to-market partners, solutions and services partners, or training partners and  how they form different parts of the ecosystem. Channel management needs to address the unique...

The marketing environment is no longer considered to be simple in the eyes of marketing and brand managers business managers, and directors. This is mainly due to the increasingly complex business environment fuelled by the fast-paced information era combined with the impact of globalisation (Aaker & Joachimsthaler, 2000:8). Thus, managers face complex environments with market fragmentation, channel dynamics and global realities (Aaker & Joachimsthaler, 2000:8 In light of global realities and changes, the brand architecture of an  organisation has become increasingly important to marketing professionals, as it deals with structures and designs of brands, much as an architect would design and structure rooms, buildings and cities (Aaker & Joachimsthaler, 2000:8). The brand architecture of the organisation is thus formally defined as “the organising structure of brand portfolio that specifies brand roles and nature of relationships between brands” (Sanchez & Rajagopal...

Before memorizing the material, take the time to beat out your script. This means reading the script aloud and making notes as you go. As you read aloud, use symbols to indicate shorter pauses  or longer pauses  Consider the emotions behind each line. Ask yourself what the motivation for the speaker’s words are. Use this to influence your own choices. Indicate transitional movement and gesturing in the margins of your script. Typically a declamation  student will move during key transitions in the speech. For instance after the teaser of the speech and introduction, the speaker may move to one side of the room to deliver the first main point, then move back to the middle for the second main point, before going to the other side of the room for the final main point. The speaker will end up in the same point they started when delivering the conclusion. When considering gestures, the speaker needs to  remember that this is a public speaking event. hey are delivering the...

dressing, rather than brand names. Shoppers rely on visual reminders of their requirements as they scan products on the shelf and recognize brands. Obviously, since purchasing decisions are based on recognition, advertising should depict the packaging as it will be seen in the shop. (Percy & Rossiter 1992, 265.) According to the strength theory or threshold theory recognition necessitates a lower degree of memory power than recall (Kintsch 1970,  as cited in Khurram, Qadeer & Sheeraz 2018, 223). For example, brand recognition is frequently visual in nature, visual recognition metrics can be applied. Consumers may find it difficult to describe a brand or symbol vocally or visually in a recall exercise, but they find it much easy to assess the same characteristics visually in a recognition challenge. Nonetheless, brand recognition assessments can only offer a rough estimate of prospective  recallability, and brand recall is required to be measured to examine if the brand...

The third step of the CMI content marketing framework is story The framework states that having a good plan and knowing the audience is useless if a good story is not clearly identified and communicated to that audience. Storytelling is a tool to build strong relationships with customers rather than just being a selling tool. The framework further states that the story identifies the passions of the business and serves as the foundation for all  future content. One thing to consider is that the story does not have to follow narrative rules with beginning, middle and end. The purpose of storytelling is just to view the content through a storytelling lens with purpose, passion and heart. Its aim is to establish a strong emotional bond with the audience. Once the story is set, one should build pillars of content that helps ensure that the story echoes through all content shared and provided to the audience (Pulizzi  Rose, 2013). Brito (2013) states that telling a complex story on...

Content marketing is providing information that gains consumer attention rather than buying the attention with advertising or trying to affect them with one at the time traditional sales techniques (Ryan, 2014). Content marketing is not a new phenomenon, today content marketing is a must-have strategy for companies. The content has to be relevant, high quality and add value to the consumers (Lieb, 2011). Content marketing is all contents that add value and can both directly or indirectly market a business (Gunelius, 2011). A brand voice and  identity can be shaped and created through content marketing. There are several types of content such as; digital newsletters, emails, images, videos and social content that is created exclusively for social networks. Content is aimed to market a company’s product or service by entertaining and helping the consumer (Odden, 2012). Content marketing is a pull-strategy where consumers seek you out rather than you pushing marketing on them. As a bu...