When designing anything in marketing, the first consideration to test against it audience. The first group which comes to mind is the consumers. It is almost a given that any and all marketing communications is targeted towards changing consumer perceptions- but often in this pursuit many other audiences are ignored or forgotten.
Direct Communications Direct communications pertains to any communications which occurs directly between a consumer and the company. Unlike advertising, there is no media channel separating the business from the consumer. Unlike publicity, it is not used to drive conversations customers have with each other. Unlike digital communications, direct communications does not need to occur through the use of technologies. Direc...
What if I told you there was a universal reason behind every decision in the world- an underlying formula which is used again and again? This formula not only dictates what products we buy or what services we seek out- but also all other aspects of your lives. The formula is simple: maximising perceived value. In this context, value can be defined as benefits divided by costs. If the result is greater than 1 (eg. Benefit...
Social media has been heralded as the next big step for marketing, and is expected to forever change how marketing is conducted. While social media is important, one must realise that by nature marketers often exaggerate the impact of their ideas. While social media is important, it is not THAT important. In fact, it’s just an extension of what we already know and do in marketing. Social media describes any type of socia...
It is the little things which matter. A tired expression, yet organizations never seem to quite grasp this concept- be it inability, lack of care, or just laziness. Anyways- lets get straight down to the title of this post. Why do I love Singapore Airport? Well, lets begin with what it provides. The Augmented Product Model Singapore airport provides a simple service: a location for passengers to...