Why Are Public Relations More Effective Than Ordinary Advertising?

You are dying to create an impact of your brand in the mind of your target customers. You think advertising is the best and the most effectual method and so you search every nook and corner of the city and pick out an advertising agency you think is the best. Needless to say, a huge amount of money goes into this venture but I am sure you won’t mind that, foreseeing the impact you believe it is going to create in your niche market. Finally one fine day, your advertisements are all over the TV screens. You find it funny, innovative and effective and lie back relaxed in your seats deeming you have done a good job. You dream of customers lining up in front of your store to purchase your services or products. Now, does it look like I am speaking about you? If so, Wake up!

The real question as regards advertising is how far you have succeeded in associating your brand with the advertisements and if whether your brand name can be retrieved from the minds of your targeted customers at least when they see your product on shop-shelves. Some of the advertisements might get real lucky and create long-lasting impressions in the minds of customers, but this need not be the case always.

There is a famous quote which goes like this “While adverting is paid for, publicity is prayed for”. The credibility factor that is associated with public relations and publicity for your products and services is always much more when compared to traditional advertising. Let it be the shell life, costs or the implied endorsements-no matter how you view it, public relations gain an upper hand. With the ultimate goal being behavioral change, it is quality that matters the most in Public relations. While advertising and marketing can be traced back to you, Public relations in most cases come from third parties and hence play a significant role in branding your product or service. In spite of its glamorous outfit, Public relations has got much more effect and meaning attached to it.

When compared to advertising, public relations are far more economical and reach out easily to your targeted customers in masses. It throws light upon the real and actual demand that the product or service has in the market and thus facilitates in creating awareness on a wide scale. Relationships with the media help you to get out of the conventional in-house communications. If your competitors are not employing Public Relation techniques, then you are always on the better end by reaping the very many benefits that are gifted by Public relations.

Think twice if you believe the exclusive way to market your product and service is advertising alone. A bit of both would always be better and it is the best if your marketing plans give predominant importance to public relations. If Public relations did not form a part of your existing marketing agenda, it is high time to implement them!

Top 6 Mistakes App Entrepreneurs Make During App Development and Marketing

Building a successful mobile app is a tough task. Chances are low for all mobile app developers to excel. New app developers who are jump starting out in the game are afraid to take the risks, as most of the new apps are left unnoticed in the market. If you see the app store, you will find that more than 50% of the apps fail in the market. This is the reason why beginners face a lot of challenges to become successful app developers.

How entrepreneurs enter the app market

There are many companies that encourage beginners to step up and try their luck in mobile app development. There is a great difference between being technically skilled and becoming successful. Not all skilled app developers are successful in mobile app industry. The biggest task for app developers is to develop a unique app and market it straight to their customers. I would like to share the top 6 mistakes entrepreneurs should avoid while developing and marketing the mobile app.

  1. Building an app for multiple platforms

This is one of the common mistakes app developers do. Entrepreneurs face a very competitive space, as there are millions of apps on Google Play and Apple Store. Instead of doubling the cost of developing app for multiple platforms, one should focus on building for one platform first. By launching a mobile app on two different platforms simultaneously, you are adding more to the development time and cost.

Additionally, if you make any changes to the design and/or functionality of the app in one platform, you have to do it on both places. Hence, developers should avoid this mistake of developing for multiple platforms at the same time.

  1. Incorporating too many features

Most of the mobile apps fail in the market due to very less or too many features. However, there are lots of apps that are plain and simple, and yet have a great potential to sustain in the market. Users check new apps for a short period of time. Providing too many features will drive away users, as the features may make the app look complicated.

The goal of entrepreneurs should be to keep the users glued to the app. This is possible by incorporating essential features on primary screen and rest of the features to secondary screens. This strategy not only keeps the app simple, but attracts new users too. The app users will not show much interest in overwhelming design and features, and discard the app. Hence, it is important to develop apps with this in mind.

  1. Forgetting the ‘WOW’ factor

The number of mobile app users is expected to reach 80 million by the year 2018. Seeing the increasing number of mobile app users, App Stores of Android and Apple have set a bar with the design and user experience. If you give your Smartphone to a child, he/she will know how to use it. This means, the expectations of mobile users are entirely different from that of web. The user will give up on your app, if it is very difficult to use.

On the contrary, online users may not give up so easily despite of poor user experience. App developers should understand this difference and build extra-ordinary mobile apps with stunning features and functionality. As soon as the user launches the app, there should be a ‘wow’ factor to hook up the users.

  1. Inflexible marketing plan

App development and app marketing are two important phases of building a successful app. However, entrepreneurs tend to show much interest in development compared to app marketing. As the App Stores are crowded with millions of apps, your app may not be discovered on app store even on the day of launch if you fail to market it properly. Entrepreneurs should think of a perfect marketing plan as the app is being developed. Apps can be marketed in multiple ways by creating a clear strategy of target audience and their preferences.

If we see social media, we understand how drastically it has changed in the recent years. Marketing goals are changing from time to time, as a result of which what is working today may not work tomorrow. Entrepreneurs should create a flexible marketing plan that accommodates current and future market situations. By being flexible with own marketing strategies, app entrepreneurs can stay ahead of others.

  1. Putting all the efforts in one basket

Technology and marketing are ever evolving, which means a single strategy will not generate same results. If you see the development and marketing plan of the top 10 best mobile apps, you will see how they used technology to market their apps. The marketing channels they used earlier were entirely different from that of the channels they are using now. It means entrepreneurs should diversify their marketing efforts to ensure that they are not putting all the efforts in one basket. Focusing on one tactic for long period may diminish the returns.

My advice is to consider marketing plans as investment strategies. If you want a steady increase in popularity & profitability of the mobile app, you need a healthy mix of marketing tactics. Trying new marketing tactics and plucking the ones that are no longer effective will increase the popularity of the app.

  1. Ignoring the audience and not releasing the updates

As an app entrepreneur, you should understand the fact that you are developing mobile app for other people. We all know that people have different need and preferences, and it is difficult to develop an app for everyone. It is essential to define target audience before defining the features of apps. Before developing an app check what actually users want and what type of solution they prefer.

Even after developing an app that has demand in the industry, there would be people who are unsatisfied with the features or performance of the app. The job of an app entrepreneur doesn’t end with development and marketing. The mobile app should be improved on a regular basis according to the user’s preferences. Once the bugs are fixed, an update must be released so that audiences are aware of the fixes.

Developing a great mobile app is not an easy task. There are lots of hurdles that come across while developing and marketing the app. By avoiding the above listed mistakes while developing and marketing the app you will increase the chances of creating a successful app that is covered by press and is well monetized.

Getting into the world of mobile app development is tough at first. However, with lot of hard work, dedication, commitment and skills one can expect the app to hit the market with a ‘BANG’. As a beginner, entrepreneurs should create something new and unique to have a good start in mobile app development industry. An established mobile app development company can further provide professional approach and advice to entrepreneurs and can make the whole process a lot easier for them.

Top 3 Questions CEOs Should Ask Marketing Leaders

Driving increased revenue and market share requires a comprehensive knowledge of your customer along with aa commitment to the customer experience. CEOs should be an advocate for improving customer experience (CX) that drives successful B2B customer acquisition. Specifically, when talking to marketing leaders about B2B marketing strategies, CEOs should be asking these tough questions to ensure that CX is central to the marketing strategy:

HAVE YOU IDENTIFIED TARGET PERSONAS IN YOUR B2B MARKETING STRATEGY?

Going through the exercise to develop personas based on market and customer research is fundamental to understanding your target customer. Additionally, personas help marketing teams engage these customers in the buyer journey based on motivators and detractors. For example, persona-based web experiences are 2 to 5 times more effective. Yet, only 44% of B2B marketers use personas as a part of their B2B marketing strategy. CEOs focused on successful customer acquisition should expect personas are incorporated into the marketing touchpoints along the buyer journey.

HAVE YOU MAPPED A PERSONA-BASED CUSTOMER JOURNEY TO SUPPORT B2B CUSTOMER ACQUISITION?

Once personas are developed, marketing should create persona-based experiences that move target customers forward in their journey to purchase your B2B organization’s product or service. B2B marketing strategies should play into each customer touchpoint along the buyer journey. To create inspired customer experiences that contribute to increase revenue and return on marketing program investment, marketing leaders must focus on the touchpoints that move the buyer forward. CEOs should be asking hard-hitting questions to ensure marketing’s focus is aligned with B2B customer acquisition.

HOW DO YOU DEFINE AND MEASURE THE SUCCESS OF YOUR B2B MARKETING STRATEGY?

Supporting the successful execution of an organization-wide customer experience initiative should be a B2B marketing strategy that has clear goals and metrics. Your marketing leadership should outline how their B2B marketing programs create direct contribution to revenue and fuel high growth. CEOs should expect marketing to provide the customer experience metrics that show direct contribution to B2B customer acquisition.

NEXT STEPS

A customer-centric organization is critical for B2B customer acquisition. This customer centricity should start at the top with CEOs advocating for customer experience initiatives. CEOs should be asking their marketing leadership the hard questions to ensure customer experience is embedded in marketing programs and support driving customer acquisition. Inquiring about personas, customer journeys and success metrics should help CEOs gauge marketing’s alignment with the organization’s revenue and growth goals.

Finding a demand generation agency that partners with CEOs and marketing leaders to embrace customer experiences that fuel high growth and increase market share is very important!

Distinguishing Characteristics of the Best Affiliate Programs

There may be literally hundreds of affiliate programs ongoing in the Internet at present, but only a handful of those may qualify as the best and the pick of the crop. It would be in your interest as well to join the best affiliate programs because there are greater chances for you to earn big money from a select few but highly recommended affiliate programs than joining numerous affiliate programs that offer little or absolutely no support to its affiliates.

Distinguishing Characteristics of the Best Affiliates Programs

Expect the best affiliate programs to have the following characteristics. If the affiliate program you’ve got your eye on offers everything on this list as well then don’t waste your time: join it right away!

The Best Affiliate Programs are Picky.

They don’t waste time with useless affiliate websites. They only choose to accept affiliate websites they are convinced of having the potential to grow with them. And realistically speaking, you’ll benefit more from a selective affiliate program because at the end of the day, other affiliates of the online merchant are your competitors as well. But of course, if there are only a few of you in number, you get the luxury of thinking them as comrades.

The Best Affiliate Programs are Selling Something Unique.

It could be a product or service, but the keyword here is unique. The affiliate merchant is selling something that few – or if you’re lucky no one else – is selling and that’s to your advantage because once again, you’ve got the market all to yourself. This however is probably the hardest qualification of all so if the affiliate program you’ve got your eye on has everything but this – it’s okay. Best doesn’t mean perfect, after all.

The Best Affiliate Programs have Room and Plans for Growth.

The rate of money you’re earning from an affiliate program may become stagnant or unchanging if the affiliate company is uninterested of or unable to grow its business. This is obviously bad news for them but it’s bad news for you as well: when you’ve sold everything there is to sell to your existing customers, what next? Working with such an affiliate program simply puts to waste all the years you’ve worked hard. If you wish for an affiliate program to be a permanent source of income for you, make sure that the company you’ll be working with has definite long-term plans.

The Best Affiliate Programs Offer Competitive Rates.

Naturally! Why work for an affiliate program that offers substandard rates when you have the opportunity to work for something better? Always look for the best rates. Take your time to browse the Internet. It’s better to have a small group of affiliate programs that offer competitive rates than a large number of programs which offer lower fees. Why work more when you don’t have to? Why work for less when you don’t have to?

The Best Affiliate Programs Don’t Compete with their Affiliates.

Again, this may seem like a given, but there are still a number of affiliate programs who insist on cheating on their affiliates and there are still a number of affiliates who let themselves be cheated on. Affiliate programs work better when members and the parent company work together and not against each other.

The Best Affiliate Programs are bound by the Law and Ethics.

They don’t hesitate to show you the full contract upon request. The terms and conditions are clearly and fully explained and you’re welcome to inquire as often as you need about working with them. They treat you in an ethical manner. They don’t cheat you out of your money. They’re even willing to negotiate because they understand it’s your right to do so.

The Best Affiliate Programs have Reliable and Accurate Tracking Systems.

That way you’d be able to get a hold of your sales or lead records any time you want to. Don’t feel shy to ask what tracking system software they’re using. Having a reliable and accurate tracking system would ensure that you’re being paid the correct amount of commission every month.

The Best Affiliate Programs Always Offer Marketing Support.

Last but not the least, the best affiliate programs understand that the success of affiliates are their success as well so make sure they provide as much resources and support they can afford to their affiliates.