Is there a connection between marketing and dating ?

Actually I have recently heard an interesting comparison of online marketing or growth hacking to a dating experience from more than one source. The idea is that online marketing takes a customer through a  journey. Dating is also a journey towards finding your (it is hoped)  lifetime partner. So how does it work?

http://roojoommedia.s3.amazonaws.com/src_images/src_38540_growth-hacker-funnel.jpg

Acquisition = blind date

First the customer needs to know that a certain  company/product/ or service exists - this is done via dissemination in various channels. Today social media is the starting point for most of the acquisition campaigns. These campaigns are geared to capture leads, get the prospect to sign into a distribution list (perhaps in return for a free gift or coupon) so that the company can start the communication process and the prospect enters the sale/marketing funnel

This is like going on a blond date. You saw an advert somewhere on social media or a dating site and now you opted in for the first meeting. You probably gave the other person you email or phone number so that you can coordinate this first meeting. The communication process has started.

Activation = relationship

Now the comply has the name of the prospect and its time to gain their trust. This is done by repeatedly sending more information to this person about the company or the service and generally keeping the service in the awareness of the prospect until they take some action and become an active customer.

In the dating world, this is the part in which people go out on dates repeatedly. If the communication is working, they will continue to date and will enter into the relationship phase. During the relationship phase there are various stages and hurdles that have to be faced (like meeting the partner's parents, deciding to move in together etc.). These are the "small sale" stages, each time one of these hurdles has been met and removed, it compares to the selling of a small product or service, on the road towards the main goal/ flagship product.

Retention (resulting in revenue and referrals) =  matrimony

Now that a company has an active customer is all about getting them to make repeated purchases an also to spend more money in each purchase. up-selling, cross-selling and getting the customer more and more engaged with the product, so that the always keep coming for more. Alternatively this could mean getting the customer to trust the company enough in order to buy its flagship product, which is also the most expensive products. This could also means to get the customer into purchasing a retainer - retention mean getting the customer to always purchase, making them a source for growing your revenue. Happy customers will also hopefully refer you to new prospects and thus serve to further grow your income.

This is a lot like matrimony. Once you get married, your partner has effeminately signed up for the biggest product, you! As the marriage progresses there is always retention and re-selling points: steps that you will take together that will get you more and more engaged and involved with each other. For example - buying a house together, and having children. Here the revenue is not money but rather  deepening of the relationship and partnership. The more things you go through together with your partner the more deep the commitment you will have towards one another. It terms of the commitment currency, you are spending more and more in this relationship, becoming more committed and "repurchasing the product" every day - your commitment to your partner only grows.

By repurchasing everyday and staying in the marriage, you are serving as a reference for others to enter the marriage state. You will of course not wish to refer others to being married to your specific partner :-)

As I mentioned at the beginning of this response - I have heard this in various sources recently, but I liked the inforgrahic Quicksprout has put together on this subject, so I ma sharing it here with you.

www.quicksprout.com/the-definitive-guide-to-growth-hacking-chapter-4/

This also reminds me of a blog post I wrote a couple of year's back for a blogging competition for a job seeking website - in which I compared getting a job to dating.

First you go to the interview (blind date/ first meeting) then you negotiate the terms of employment (relationship) and then you get the job (matrimony). In the post I used another  marketing model usually referred to as AIDA. More on that in another response...here is the link to the blog I wrote.

https://jobmob.co.il/blog/market-yourself-for-dating-and-job-search/

(reference to the link in my blog:

http://contentguru4all.blogspot.co.il/2013/09/i-wrote-post-for-bloggers-competition.html)

Wishing you a great weekend and happy reading,

Ofra

I just completed a new website - www.RTUTEC.com - and I did EVERYTHING on this one!

Its the first time I have used WIX as a platform to build a website. Its biggest advantage is that really anyone can build a website using it. no programming knowledge required! its easy and intuitive and very very visual and with lovely graphics.
the disadvantage is that everything in manual! If you want something in your website, then you have to put it there! No aggregation pages, sections and automated graphics of any taxonomy!
Also, I am not aware of any SEO or web promotion advantages for this platform (no plugins).
I think its a great platform for small websites and for beginners.

RTUTec Ltd. Home page, all Images designed by me on this site

Colours and what they mean to us in marketing

when creating a marketing campaign, the use of colors can sometimes be the difference between failure and success. Its the special combination and balance in an advert that draws attention but not only that, it guides people to take action in a specific and desired way. In a logo the choice of colors can change the message underlined in it.

But even a more generic view is required. Sight is the major sense in which we relate to the world surrounding us. People who can see get 80% of their information through their eyes, by actually seeing it. What we see is light in various wave lengths - that is, we see colors. Colors are therefor a major tool in the way the human mind learns and communicates. This mans the marketer needs to ask, what effect do certain colors have on people and how this can be harnessed for the sake of marketing. I have put together a short review of the major colors and what they mean to us (in the western world).

Red: The color of fire and energy. Red will always catch you eye and draw your attention. Energy can be positive and friendly but sometimes it bursts out! Red is used to market sports, entertainment but also foods, fashion and cosmetics. If you want your message to be about provocation and buzz Red might be a good color to use, as long as you do not overdo it. Remember that red can sometimes be perceived negatively (we stop at a red light).

Orange: Orange is a lighter  version of the energy red. Its still exiting but also a bit milder and even childish, so Orange can radiate confidence. Orange is used to market safety products, products for higher efficiency and children brands. Its  a happy and friendly color.

Yellow: Yellow is a very bright color. it radiates positive energy and optimism. Yellow is used to market child care brands but also technology start-ups and innovators.

Green: in today's world green is fore and foremost the representing color for the environment; for recycling and nature. green is all about youth nurturing and growth, green represents the health of the planet and of society. Green is used to market health products, government initiatives and scientific programs.

Blue: Blue is the color of water. Its calm and clean. It enfolds within many mysteries but also encourages trust. Blue is used to market many high-tech products and is very popular in the Internet. Blue is used for business and trade initiatives but is also manifested in the health and medical industry.

Black: signals stability and strength, combined with professionalism and class. Black is always solid and just right. It helps put the message together. Black and grays and slivers are used to market prestigious and traditional brands.

Purple: Purple is the color of wisdom and magic. It represents both knowledge and the mystic, it has a healing property.. Purple delivers a message of creativity and imagination. It is used to market spiritual fields such as astronomy but also health activities that have oriental routes such as yoga and aromatherapy.

Brown: Brown is the color of the earth. it represent for us the ordinary and routine. Its a color of history and tradition, representing a steady and safe conservative way of thought. Large companies with a deep tradition will use this color for their marketing combined with gold. Brown is especially suited to market activities in the mining, construction and finance worlds.

Colors effect people very deeply. But color psychology is just one part in the puzzle of messaging and marketing. However in a fast pace world, in which on had but fractions of seconds to create an impression and interest a potential buyer to read more, color is a major part of the puzzle. Remember that colors are what we see, but even of more importance to marketers is the fact that colors are also the first thing we notice (even if its done unconsciously and automatically).

Great info graphics on this subject are:

Color in culture
http://www.informationisbeautiful.net/visualizations/colours-in-cultures/?utm_source=CMblog&utm_medium=link&utm_campaign=InfographicsforDesign

The color emotion guide:
http://thelogocompany.net/blog/infographics/psychology-color-logo-design/?utm_source=CMblog&utm_medium=link&utm_campaign=InfographicsforDesign

Colours ofthe web
http://www.colourlovers.com/business/blog/2010/09/15/the-most-powerful-colors-in-the-world?utm_source=CMblog&utm_medium=link&utm_campaign=InfographicsforDesign

MarCom - Content is King!

!Marketing Communication or MarCom for short, is a format of communicating marketing messages to clients, and potential customers, this is done with the help of marketing content.
Content is king and thus must be of high quality. Forwarding sharp and concise marketing messages  is key to the success of a marketing campaign. This is true for traditional marketing but doubly so for web marketing.

Creating high quality marketing content and forwarding focused messages in an easy to understand manner, is our specialty.
Whether in a brochure, presentation, website, poster, advertisement, banners, fliers, press releases or white and technical papers The format is only the vessel to transporting quality content that will make all the difference to your marketing efforts.

We at CONTENT4ALL can plan and execute a marketing communication package for you that is suited to your business requirements and your budget. We will write quality content for you, help you focus your marketing messages and find the best format for distributing them to your potential and existing clients.
To inquire about our MarCom  package, click here.