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Presentation from the BEN 2020 networking event held on Oct 4, 2011 at the Henely Group offices in Singapore.
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MARKETING IN THE NEW AGE OF MEDIAMarkonix, LLC
Introduction
© 2011 Markonix, LLC www.markonix.com
Abhijit Athavale• 18 year industry veteran with loads of experience in
engineering and marketing• Founder of Markonix
Markonix, LLC• Provider of marketing, learning and writing services• Founded in 2006
‐ HQ in Silicon Valley‐ Development team in India
• Enables businesses to reduce cost of marketing deliverables‐ Web properties, presentations, brochures, manuals, etc.
Marketing 101
© 2011 Markonix, LLC www.markonix.com
Associated with selling products/services• Entrepreneurial reluctance
Doing what you do in normal course of business• Starts with need/opportunity identification• Common sense tasks
mar·ket·ing /ˈmärkitiNG/
Noun: The action or business of promoting and selling products or services.
Marketing Media & Channels
© 2011 Markonix, LLC www.markonix.com
Media used to communicate messages to customers• Traditionally TV, Newspaper,
magazines, radio, billboards Channels used to deliver
product to customers• Distributors• Partners• Direct sales
Internet is a big disruptor• Media and channel all rolled into
one
Source: Image Systems Media
New Rules of Marketing
© 2011 Markonix, LLC www.markonix.com
Directly communicate your messages to customers• No need to work with middlemen
Personalize messages• Throw one size fits all messages out of the window
Instantly generate sales• Internet allows instant gratification
Reduce cost of sales significantly• Traditional media buys may go to Zero
Do’s and Don’ts
© 2011 Markonix, LLC www.markonix.com
Have a conversation with your customers• Customers can now talk to you directly as well• Get a feel for community expectations• Avoid spin
Do not flood the media with press releases/one way communications • Issue press releases using free/cheap online press
distribution sites• A pull campaign is more effective
Identify right media/channel for your business• Everything is not for everyone
Some Things Stay the Same
© 2011 Markonix, LLC www.markonix.com
Very important to get these right• Positioning• Strategy• Messaging• Branding• Quality• Customer service
Summary
© 2011 Markonix, LLC www.markonix.com
Internet has disrupted traditional marketing channels and media
Direct communication is a two way street A solid marketing strategy is still essential
to business success
Contact Information
Abhijit Athavale – President & CEO, Markonix, LLC Tel: +1 408 716 8577 Cell: +1 408 718 0561 India Cell: +91 98500 81963 [email protected] http://www.markonix.com• LinkedIn: http://www.linkedin.com/company/markonix-llc?trk=fc_badge• Twitter: http://www.twitter.com/markonixllc • Facebook: http://www.facebook.com/pages/Markonix-LLC/129296410464509
Local contact – Mrinal Patwardhan Tel: +65 9451 5706 [email protected]
© 2011 Markonix, LLC www.markonix.com
THANK YOU
