Online marketing - gaming

I spent a workday at the beach learning about the online gaming industry and the latest developments in online marketing in general. How much the industry has changed since I was first introduced to the concept many years ago. It has kept me wondering how to apply the learnings to other similar industries and markets.

Take the longer survey “Participating in the global economy through knowledge sourcing and providing”

If you are really interested in the topic and can spare a few more minutes, please also take the survey. If you can, please also ask a colleague, client or supplier to do so.

Knowledge Service Provider http://1236735131.provideknowledge.sgizmo.com/

Knowledge Service Sourcer http://1236735131.sourceknowledge.sgizmo.com/

Thank you in advance. If you want a copy of the report, be sure to include your email address.
Please feel free to leave any comments. The survey is in its beta phase, so I can use comments on the questionnaire also.


Some background

Reason for the poll and survey

Globality: everyone wanting to sell everything, including their knowledge, to anyone anywhere in the world.

Having worked across the Caribbean from Bermuda to Haiti and much of what is in between, I have developed an academic interest in the topic, especially with regard to small states. Can we apply strategic/business innovations produced in Curacao to St Lucian, Maltese, Andorran, Bajan, Cape Verdian businesses, markets and economies and vice versa?

The topic also interests me with regard to economic policies of small states. How can small states benefit from the globalization of knowledge?

Research Question
To what extent do KSP’s sell their services across borders, thus participating in the global knowledge economy? This with particular interest to KSP’s in small ststes/territories/markets and/or emerging markets

What are Knowledge Service Providers (KSP's) and Knowledge Service Sourcers (KSS)?

For the purpose of this study KSP’s are individuals or companies such as advisors, consultants, designers, health care providers, trainers, researchers, recruiters, lawyers, accountants, even artists, etc., in the broadest sense of the word.

KSS’s are all those individuals or companies who buy services from KSP’s established in their market or elsewhere

What's in it for you?
Since participants can elect to receive a copy of the report, you will get an insight into:
1. If you are ahead or behind the curve in terms of providing or sourcing knowledge across borders
2. What the key success factors to sell your services internationally

Marketing, advertising, public relations. What's the difference part III

Marketing and MarkStra

This is the third of a series on the difference between marketing, advertising and public relations. People often use the terms as synonyms, or are not sure what the difference is. By doing so companies like yours fail to notice and make full use of the tools available to convince the customer to buy from you.

At one point companies realize that public relations, advertising and promotion alone will not convince customers to buy or remain loyal. While many companies arrive at "marketing" at a later stage in life, it is a function that is performed before (in time and planning) "advertising and public relations". Advertising and public relations are quite explicitly just a part of marketing.

Marketing theory has it that there are more aspects that influence buyers to buy and which companies can be unique in. Conveniently, we use four (or six) p's, as follows.

• product itself (design, innovation, features, color, taste, etc.)
• price
• place. Meaning the way a product is distributed (in person, via mail, Internet, phone, etc.) and where it can be obtained. If it is a store, if the store is conducive to buying, or if products are well displayed
• promotion. Meaning public relations, advertising as well as sales promotion.

I usually add two p's. Technically, they belong under "product" and/or "promotion". But their existence and usefulness may get lost when talking about product or promotion. And how useful and relevant they are in our times!

• people. Meaning the customer care and sales potential of employees. Companies that provide a service are increasingly important. In addition, the level of service (customer care) can be an important distinguishing feature.


• partnerships. Meaning alliances your company has with others to provide a product. Think about American Airlines with Visa, several hotel chains, car rentals, etc.

At MarkStra Marketing is what we do for a living. We assist the client with determining the right product content, price, distribution channels, promotional tools, people and partnerships.

We may work with other companies to create and execute advertising campaigns, but we ourselves are not equipped to design or write copy for them. The campaigns we may create together with our partner companies are better than the average, because we have considered thoroughly ALL the other aspects that influence a buyer.

In the next post more detail about the marketing process.

Marketing, advertising, public relations. What's the difference Part I

There is still a lot of confusion among non-marketers and some "marketers" alike about what the difference is between marketing, advertising and public relations. It is the marketer's own fault because we assume everyone knows. Even as I set out to write this post, I am wondering if it is useful. This is most definitely not a post for marketing professionals. But it may be helpful for their non-marketing colleagues.

Of special concern is the fact that marketing and advertising are used as synonyms, interchangeably. By doing so clients and their providers omit to consider some important aspects that influence buyer behavior and hence their bottom line.

Next the first of a three part series which overview in what I think may be the order in which an established company that is seeking to increase its marketing performance may arrive at each stage.



Public Relations

Public Relations is "building good relationships with the company's various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events" (Armstrong,Kotler).

There was a time when "public relations" was the only tool companies used to connect with their clients. Think of issues such as cutting ribbons and making donations, followed by press releases. This, primarily because competition was much less than it is today. Just appearing in the paper was enough for people to consider your product. In addition, often every company in the category provided almost the same good (a commodity). Banks are a good example. Prior to the US deregulation of banks in the mid 1980's, all banks had the same product, same interest, same branches, etc. They were only promoting their "corporate image", but not specific products. In addition, this "image" was just "a picture". It was not a "picture-with-a-meaning", which is what a "brand" is.

The public relations functions has changed through the years. In good hands, it is now being used more explicitly and more effectively to gain customers. This year Cura-Peska held workshops and appeared on talk shows to provide information about fishing in Curacao. While these activities can be classified as "public relations", they were most definitely meant to attract customers.

Read the next post for Advertising.

Branding according to MarkStra

The word "branding" is in vogue by marketers and non-marketers alike to denot many things. Often it is to denote a "a not-independent" establishment (i.e. part of a global brand) or some major advertising effort.

But, what is branding really? The following is based among others on Jack Trout, Al Ries and Gerald Zaltman.

A brand is ONE word you own in the mind of the relevant consumer.
The key words are:
· One word (concept, belief, aspect)
· Ownership
· The relevant consumer
If done well that word enables you to differentiate yourself meaningfully from competitors in a way that consumers value and will pay for

That word and its ownership have value to you because they either:

• Enable you to command a price premium
• Drive volume
• Increase the lifetime value of every customer (among others through loyalty)
• Or a combination of these
• With an acceptable ROI
  

The ultimate goal of a branding exercise is to determine:

• what that word should be
• how to achieve its ownership (in all aspects and by all means)
• which consumer segment to weigh heaviest when seeking the above (because one cannot be all things to all people)

By this (true) definition of branding, every business, large or small, in a large market or a small market can embark on a branding excersize to "brand itself". For instance, even the smallest independent shoe store can brand itself as being the one with the most personal service. Let's assume that the customer values that. The store can achieve the ownership of this ONE word or concept for instance by remembering each customer's name, his sizes and preferences like no other shoe store does.

Even when a company is part of a larger group (a multinational, a chain, etc.), a company can still brand itself further for its specific market. For instance, being a Ritz Carlton hotel in Curacao is different from being a Ritz Carlton hotel in Aruba. If for nothing else, in Aruba the guest is more likely to be an American than in Curacao. In the same way, a Ritz Carlton in the city is different from a Ritz Carlton at the beach. Each can and should brand itself further (within company guidelines, of course). Otherwise, there is no difference for the guest if he chooses Ritz Carlton in Curacao or Ritz Carlton in Aruba. And, we know what than can mean for your revenue.