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规划2012之二:为成功做准备

(2011-10-20 15:28:15)
标签:

营销

globalspec

2012

营销规划

工业营销

杂谈

分类: 个人译文作品

Planning for 2012: Setup for Success (Part 2)

Posted on October 11, 2011 in Industrial Marketing and Sales, Marketing, General

Last month in this two-part article series about planning for 2012, we offered strategies for gathering information and getting an early start on formulating next year’s marketing plans (click here for article). This month, we offer five marketing ideas that will help position you to achieve your goals.

1. Align marketing with customer behavior
It’s well documented and widely known that the industrial and technical audience has migrated to the Web to search for suppliers, products, and services. Online marketing programs offer you the best opportunities to connect with potential customers in both current and new markets. According to the GlobalSpec Industrial Marketing Trends Survey, most industrial companies understand this and are increasing the percentage of their marketing budget allocated to online programs. If you are still devoting more than half your marketing resources to traditional media, you are likely missing out on market opportunity and new customers.

2. Implement measurable marketing
There’s an old joke in the marketing world: “Half my marketing spending is wasted but I don’t know which half.” Not funny! There’s no longer any excuse for not having the ability to measure marketing programs and justify marketing investments. Online marketing not only helps you better connect with your prospects and customers, the programs are built around measurable metrics such as impressions, clicks, and conversions. You can easily see what is working and focus your marketing dollars on the most successful programs.

3. Invest in emerging marketing channels
In a world of short attention spans and fast-changing media, the same old marketing doesn’t work. Set aside part of your marketing budget to try a new program that will help you connect with your audience. Virtual events and customized Webinars are gaining a lot of attention in the industrial sector for building awareness and generating prospect interest. In addition, industrial companies are increasing their focus on social media applications such as LinkedIn and Facebook, and are investing in video as well.

4. Create marketing plans for different budget levels
Most marketers know that budgets are rarely set in stone. You might start out with a firm number in mind, only to have it cut if revenue lags. On the other hand, the economy could continue to recover, your smart marketing investments pay off, and you find yourself with additional budget to allocate. That’s why it’s best to be prepared for changes from the beginning. Plan a best-case, realistic-case, and worst-case budget scenario for 2012, so you can react quickly with adjustments to your programs if conditions change. Another way to view this is to divide your marketing plans into ”must do” and ”nice to do” programs.

5. Reach out to media partners today
Take time now to discuss your marketing challenges and goals with existing or potential media partners. Before committing program dollars for 2012, find the partners you are most comfortable with and who offer the best programs to meet your needs. Use this checklist of questions to evaluate media partners; based on their answers, you should be able to better allocate your marketing dollars and choose effective programs:

• Do they have the attention of your target audience?
• Can they keep your company visible to prospects and customers at all times?
• Do they offer a variety of integrated marketing solutions aligned with your goals rather than trying to fit you into cookie cutter programs?
• Do they deliver targeted, quality leads with full contact information in a timely manner?
• Do they provide reporting you can use to measure the performance of your marketing and justify your marketing investments?

Good marketing planning now can lead to good results in 2012. Download GlobalSpec’s 2012 Industrial Marketing Planning Kit for more tips on planning for 2012.
译文:

                    规划2012之二:为成功做准备

上个月,在规划2012年的两篇文章中,我们教你如何收集信息及为尽早着手来年营销计划的策略。这个月,我们将为你提供5个营销理念,助你达成目标。

1. 将营销对准客户行为

众所周知,工业和技术受众已经转向网络,寻找供应商、产品和服务。在线营销方案,提供给与当前和新市场的潜在客户联系的最佳机遇。根据GlobalSpec工业营销趋势调查报告,许多工业公司已经掌握了这些,并不断地增加网络营销方案的预算比例。如果你现在还将一半以上的营销资源投入传统媒体中,将很可能失去市场机遇和新客户。

2. 实施可衡量的营销方案

在行销界有这么一个老笑话:“我的一半营销费用浪费了,但是我不知道是哪一半。”这一点也不好笑,但现在已不再有任何理由,说没有能力去衡量营销方案,衡量营销投资效果。在线营销不仅仅可以更好与潜在客户和客户建立联系,这些方案都是建立在可衡量标准的基础上,比如浏览率、点击率、转换率。你可以看出哪些起作用,就可以将预算投入在最有用的营销方案上。

3. 投资新兴营销渠道

在这个注意力集中时间很短、瞬息万变的传媒世界里,一直不变的旧营销管道是不奏效的。留出一部分的预算,投入能帮你与受众建立联系的新方案中。虚拟展会和定制研讨会已经引起了工业行业的广泛关注,因为他们能建立知名度,引起潜在客户的兴趣。除此之外,工业公司开始增加对社交媒体应用的关注,如 LinkedIn 和 Facebook ,同时也加强了在视频的关注。

4. 为营销计划制定不同的预算标准

大多数市场营销者都知道预算很少一成不变的。你可能开始的时候,脑子里有一个数字,如果差距比较大的话,就砍去一部分。另一方面,经济不断地在复苏,你精准的营销预算就能得到回报,你会发现有额外的预算可以分配。这就是为什么要在一开始就做好改变的准备。为2012做好最好,最实际,最坏的预算准备,这样如果情况发生变化,你可以很快地调整你的方案。另一种方式是你要把你的营销计划分成“必须”和“有更好”的方案。

5. 现在就与社交媒体建立联系
花时间与现有或即将合作的媒体伙伴,讨论下行销挑战和目标。在为2012年投入预算前,找到你觉得最合适的合作伙伴和提供能满足你要求的最好方案的合作伙伴。使用下列清单来衡量媒体伙伴,在答案的基础上,应该能更好地分配你的营销预算,选择有效的营销方案:

• 他们注意到你的目标客户了么?

• 他们是否能一直让您公司曝光在潜在客户和客户面前?
• 他们是否为实现你的目标,提供各种整合方案,还是让你采用他们东拼西凑的方案。• 他们能否及时地提供带有完整的联系信息的目标及高质量的销售线索。
• 他们是否提供可以衡量营销方案且能证明你的营销投资的报告。

现在,完善的营销规划可以带来2012的丰硕成果。下载globalspec2012工业营销计划媒体资料包了解2012规划的更多要点。

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