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Balanced Scorecard for Marketing Management

Balanced Scorecard for Marketing Management

Marketing plays a key role in developing a successful business strategy. Managers and marketers are faced with the task of presenting the development prospects of the company and form a set of marketing programs that can provide the desired result. To manage a marketing strategy, you need a tool to integrate all planned initiatives. Such a management tool is the Balanced Scorecard (BSC). It involves formalizing the company’s development strategy based on cause and effect relationships. 

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How Does a Sales Funnel Work?

How Does a Sales Funnel Work?

Marketers describe a sales funnel model as a customer’s journey from realizing a product’s need through conversion to purchase. This model resembles a funnel for the reason that with each step of the journey the probability of the transaction itself and the expected revenue of the company are reduced.

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Customer Focus – An Advantage for Small Businesses

Customer Focus – An Advantage for Small Businesses

We must always remember that even a small company can help an ordinary consumer to realize their immediate goals from each transaction. This makes regular customers, friendly to the service offered on the market. Although the desires and needs of people are individual, it is advisable to highlight the most attractive segments. Therefore, the choice of marketing tactics becomes important.

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Channels of Internet Marketing for Small Businesses

Channels of Internet Marketing for Small Businesses

The tactics of attracting visitors to the site will be based on one or more of the marketing channels listed above. To briefly outline the features and differences of the various Internet marketing channels, please look at your marketing and determine the most effective channels. Try not to confuse the success of one channel with another. For example, if customers come after personal calls, it is very tempting to call personal sales the most effective. However, consumers can call after they have visited your site. 

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Understanding Consumer Behavior Through the Prism of Generational Theory

Understanding Consumer Behavior Through the Prism of Generational Theory

With the development of Internet marketing, interest in the theory of generations has revived. Some experts, not without reason, believe that a new era has come in which classic marketing will not be able to respond quickly to changes in consumer preferences. It is important to have an understanding of the core values ​​of modern generations that will help marketers find a common language with their target audience.

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