Traditional Marketing VS Digital Marketing

Traditionally, the term “market” refers to the place where buyers & sellers meet for exchange of goods & services. Market is the very common term,known to all, but depending upon the quantity of goods handled, there are wholesale market & retail markets.
In the modern concept sense the term “market” has a broader meaning. It refers to the sets / collection of actual or potential buyers of a products & services.

There are various categories of the marketing, but there are two main segment, first being the traditional marketing & second, being the digital marketing. In this article, we will discuss about these methods in details.

01) TRADITIONAL MARKETING

Traditional marketing refers to any type of promotions, advertising or publicity,which are generally used by the companies/ business entities for a longer period, & that has a proven success rate.

In old times, marketing was defined as the flow of goods & services from producers to consumers. This is a product oriented definition of marketing. The producer concentrate only on the products that what they can produce / manufacture, & need of consumers are not taken into the consideration.

Methods of traditional techniques include print advertisement, such as newsletters, billboards, newspapers ads. Other forms are television, commercials, radio -broadcasting advertising about the product or service of any company.

NEED OF DIGITAL MARKETING

Since the technology is advancing in now-a-days, that demands the change in everything. The digital marketing is a part of the computerisation. Talking for about 20 years back, there was no computers, no mobile phones & of course, no internet connection. But as the technology grows, after some time mobiles phones & computers are introduced into the life of human being. After some more time, internet facilities got introduced, which bring about the digital revolution. Examples of the digital marketing includes the websites, social media networks, emails are the common. The digital marketing is similar to traditional one but by using the digital devices & information technology. It is Faster, reliable & easy to find medium & therefore accepted worldwide.

02) DIGITAL MARKETING

Digital marketing is a broad term that refers the marketing through the online medium like search engines,websites, social media networks & emails.Digital marketing is sometimes also called the online or internet marketing.

Digital (latest) marketing technique include the SEO (search engine optimization), SEM (Search engine marketing), content marketing, campaign marketing, e-commerce marketing & social media marketing.

There are various reason for the growth of digital marketing.

1) Digital marketing techniques are more cost effective than traditional concept.
2) Digital process faster than old one, thereby result oriented.
3) Any individual / company track his/ her performance.
4) All process being reliable, generates better revenues.
5) Digital media facilitate the interaction with targeted audience.

However, there are various factors that affect the process of firm’s ability to develop & maintain the successful transaction & relationships with the target customers. There is generally two types of environment inside any organisation. One is stable, not changing with time & changes are very frequent. Second being the dynamic field that keep on change according to the demand.

For carrying out the successful business, either it may be old or new, one need to give the proper attention on choosing the right consumers, creating the audience & by developing the superior value of the service / products.

Secrets of Successful Business Relationships Online

Operating a successful business is largely about building and maintaining relationships. Sure, your customers are concerned about price, quality, service, etc., but the most successful businesses are those that work to develop a relationship with their customers. Look at Wal-Mart, for example. Do you really need someone handing you a shopping cart on your way in the store? No, but they always hire a nice, elderly type people who smile and says hello to you as you walk in. That’s relationship building!

Truth is people will often pay more for something if they have established some kind of personal connection with the person or persons within the business. Certainly, such relationships lead to repeat business, whether you run a grocery store, a restaurant, a sporting goods store, or a movie theater.

For most of us, it’s not often that we develop substantial relationships with people at the places we frequent. This is due to a number of reasons; maybe the store is large and has many employees and therefore you never really see the same people with each visit, sometimes it’s just a quick stop or perhaps you don’t visit all that frequently. But if you think about it, there are probably places you go often, where you have established some kind of relational bond with someone who works there. It’s that kind of familiarity that keeps bringing you back. And of course, not every place of business can develop an intimate relationship with every customer, but those that try are often more successful than those that don’t.

Building Business Relationships Online

While online businesses lack the ability to build relationships face-to-face, this does not negate the importance of building relationships with your customers–you just have to go about it a bit differently. In part, this is accomplished through your website itself, sometimes through email communications, and occasionally over the phone. Since the website is usually your first point of contact, and therefore the point where you establish your first impression, it’s vital that your website do all that it can to set the groundwork for building a strong relationship. The website can’t do everything for you, but if your visitors come and leave without ever having made even a superficial contact with a person or a persona worked into the site copy, they will leave without having established any sort of intimacy, and therefore no sense of “connection,” with you or your business.

I found the following quote the other day in regard to building relationships with people in a personal sense, but I felt it also applies to building relationships for business as well:

People are insecure; give them confidence.

People want to feel special; compliment them.

People desire a better tomorrow; show them hope.

People need to be understood; listen to them.

People are selfish; speak to their needs first.

People are emotionally low; encourage them.

People want to be associated with success; help them win.

–Pete Vossler

While all of the above are generalities, they do largely apply to most people, regardless of how successful, “important” or how well-known they are. And of course, it also applies to the average Joe and Jane Doe web surfer looking for a place where they feel comfortable handing over their money. So how do you go about building relationships with your potential customers online? Glad you asked.

People are Insecure; Give Them Confidence

It’s easy to buy from a brick and mortar store where you see real faces involved. Even if it’s some 16-year old kid, with numerous body-piercings standing behind the counter, you have confidence that when he takes your credit card he won’t be stealing the numbers. This kind of confidence in the buying process is lost online. My biggest issue with buying products online is the return process if, for whatever reason, something goes wrong. It’s easy to drive back to Target and return something you don’t want. But online, once the purchase is made, the return process is more cumbersome and often results in extra shipping fees.

You need to give your visitors confidence, not only in the security of the purchase process, but also in the quality of your products, their expectations and your policies and procedures in case something doesn’t go as expected. This is most easily accomplished through making sure you have pages on your site that address each of these issues, and clear and obvious links in the places where the customer will be most looking for them. For example, your product pages might need an obvious link to your return policies page–even if that link is already available through the main navigation.

People Want to Feel Special; Compliment Them

Who doesn’t want to feel special? A compliment goes a long, long way in helping to establish that mental relationship. How do you compliment someone you don’t know? Some simply ways are to write these compliments into your content, “You’re obviously looking for quality baby clothing, you’ve made a wise decision visiting our store.” It might sound a bit cheesy, but it works, as long as you don’t go overboard. These types of compliments can also be worked into your email and phone communications.

People Desire a Better Tomorrow; Show Them Hope

Will your products or services make their lives better or easier? You must already believe that otherwise you wouldn’t be selling what you do. So use this opportunity to explain how your products are going to be good for them. Explain how life will be better once your customer purchases what you are selling. Illustrate to them the benefits, not just the features. If you can give your customers hope–convince them–that your product or service will improve their lives; you’ve got a sale in hand without the cost being a significant factor.

People Need to be Understood; Listen to Them

Even before you have a chance to communicate with your clients verbally or via email, are you listening to their needs? Whether or not you listen to your website visitors can easily be determined by your USP, Unique Selling Proposition. What? You don’t have one? Then you may not be listening to your customers needs. Your USP is what makes you stand out from the thousands of other stores online peddling the same wares as you. Why should they buy from you as opposed to someone else? Price alone is rarely the determining factor.

You need to offer your visitors something unique that tells them that you have listened and responded to their needs. Even if you sell the same product or service as others, your unique approach is one developed out of conversations with your customers and seeking ways to find solutions to problems even before those problems existed.

People are Selfish; Speak to Their Needs First

More than anything, people want you to meet their wants and needs. They’re not shopping on your site for your benefit; they are there because they are in need of a solution for X. Your first order of business on your website is to tell the customers how you can meet those needs and what your products or services will achieve for them.

People are Emotionally Low; Encourage Them

For some sites, shopping cart abandonment is astronomically high. Why is that? Primarily because people need to be encouraged to proceed with their purchase. I’ll often start shopping for a book or DVD, have it in my basket, go through much of the checkout process, but just before I finalize the payment I hesitate. In my mind I’m thinking, “should I buy this now?”, or “Will my frivolous spending upset the wife?”, or for larger purchases, “Can I afford this?” Most of these questions surface on an emotional level; sometimes rooted in fact, sometimes not. The bottom line is that a little extra encouragement can help persuade visitors through the selling process.

In fact this very thing happened to me just the other day. I threw a couple of books into my Amazon shopping cart but since I’ve purchased quite a few books lately so I began to think twice about buying a couple more now. Amazon provided the encouragement I needed. By filling out an application for an Amazon Visa card I got something like $30 off my purchase. I was sold and so were the books. You don’t have to give away money to encourage your visitors to make a purchase, but you can re-iterate the benefits of their purchase one more time.

People Want to be Associated with Success; Help Them Win

Everybody wants to feel successful. The funny thing is that people don’t even have to be successful in the larger financial/business sense in order to feel successful in every day life. Success often comes from the little victories achieved here and there. Your product or service may not be able to change your customer’s destiny, but you can help him or her feel that their decision to purchase from you will help them be successful at something.

Selling baby diapers? Your diapers can successfully prevent leakage. Selling batteries? Your batteries can successfully start the car each morning. Selling cleaning supplies? Your supplies can help them successfully clean their house better. Let your visitors know what they will be successful at with their purchase.

The other side of this is that people also want to see that you are successful. Your success–or lack thereof–is inferred by how your website looks, the number of employees that work for your organization, or possibly even the number of clients you have. A business’ success is determined mostly by superficial perceptions. If visitors perceive that you are successful they will gravitate to you based on that alone. After all, you must obviously know what you’re doing if you can afford a great site, X number of employees, to charge outrageous fees, etc. But be careful here as well, success can often create a negative perception of you or your business. You might be considered too successful to be able to give them the time or quality your visitors expect.

If you are able to build strong relationships with your website visitors, even perceptually, this will give you a significant sales and marketing advantage over many of your competitors. Building these relationships alone won’t make your business the most successful in your industry–there are many other factors involved–but relationships are a crucial factor in being able to establish and maintain long-term customers. Every marketing dollar saved by not having to seek a replacement for a former customer that now shops elsewhere is an additional dollar (plus additional sales profits) that can be spent in obtaining and maintaining new customers.

Digital Documents Control to Achieve the ISO 9001 Standard Requirements

Ever happened to you that your employee used the wrong document and caused a mass? Ever happened to you that a classified information reach the wrong hands and embarrassed you? Ever happened to you that you lost an important document and knew that your boss would get angry? For no reason? If do, please pay attention!

Using Document Control Software usually meets the ISO 9001 Standard Document Control Requirements. The document control requirements is one of the key elements of the ISO 9001 Standard requirements for achieving an effective quality management system. Without reliable control of procedures and records, a company’s QMS integrity will fail – as a practical business matter and as an auditable compliant system.

There are many solutions today for Documents control both manual and digital. In this article I will examine how one can achieve the requirements with digital solutions. Pay attention, we didn’t write software but a digital solution. Digital solution must not be a document control software

There are two kinds of documentations in organizations. The first is the ISO 9001 documentation requirements. For The second, (other than is required) the organization must identify and document “needed” processes (activities with inputs and outputs). Of course documentation should be appropriate for the size and type of the organization, the complexity and interaction of processes, and the competence of personnel. In other words, don’t go over your heads, you would regret it in the future. The purpose is not to turn the organization to be a secretary for the ISO 9001 Standard.

The first level of digital documents control

The first level of digital documents control over organizations is laid with its management systems. Management systems are software designed to support some of the working processes. The system can be an ERP system, a CRM system or any other system. As long that it documents the working processes. Within the system forms are implemented (screens). The system guides you to fill the correct information at the correct location. Eventually, the information is at the right place and time, organized and being controlled. Even distribution of the information is managed. This is what documents control is all about. So, when you are documenting your QMS and prepare yourself for the terrifying audit, any process that is included within the QMS and is documented via the management system – is covered. But you will have to mention it in the procedure. Don’t say I didn’t tell you.

Basic electronic systems

The most common digital way today is still using the local computer network and email systems for documents control. The Documents management is usually being realized when folders or directories are established and usually it is done locally (a department or a division). The documents are saved on the server for use. Sometimes the system administrator or maybe the quality manager requires that the document would be protected by any changes – the “read only” possibility. The types of documents are varying from forms, procedures, records, plans, work instruction, diagrams etc.

As for routing documents, the email as become the main communication channel. People send as attachments documents for review or for use.

Now, you may think that this is a digital documents control but in fact you only get digital documentation but no control what so ever! Why? First, when you save a document on the server it is actually a manual management and not a digital management. It is correct, the document is digital but the management is manually. The employee saves it in the folder and names the document. He has full control over it. God knows what he is capable of doing with it. Digital document management requires that the document would be submitted via the documents control management system. This way, the system is registering the document and then begins managing his lifecycle. Now, no employee of yours registers any document that he saves on the local net. Correct me if I am wrong.

Second, when you send an email with an attachment it is like exporting a document out of his system and into an individual independent lifecycle. The person who receives this attachment would probably save the massage with the document and whenever he would need it, he would brows through his mails the get the document. Everybody does it. He could make changes and you wouldn’t know anything about it. Tracking those documents, comments made by reviewers, and the final approval history are not automatically accessible in a manual email routing system (which are the common ones). Even if documents are sent through email, system administrators must manually track, update, and communicate the review they receive. To make it more clearly, it is an open loop system. Not to mention the ineffective storage results.

With digital document management system you won’t send the document but a link or any other trigger to access the document via the documents control management system.

Third, even when you save a document and you characterize it as “read only” – that prevents no one from saving the document on his computer, edit it and spread it throughout the organization. Again you are back to an open loop system. Sorry. O.K. Even with the strongest most sophisticated digital documents control management systems you can never, really, prevent that. No matter what anyone tells you. You are depending on your employee and his willing to follow ground rules to ensure regulatory compliance. At the end of the day, we are stuck with the human factor.

So with manual (as if – digital) document control we achieve three things: an open loop method for document management, a document exporting out of the loop and an independent lifecycle for documents. The three things the ISO 9001 Standard is trying to avoid.

Solutions Solutions

The first solution that we offer you is to maintain the present situation (the manual, so called “digital”, management). You must have to support it with documented procedure that describes how one must handle documentation (that is the ISO 9001 Standard requirement) and maintain close control aspects. That would hold against the ISO 9001 Standard but I recommend to overview the requirements just to be sure that you obtain the requirements.

The second solution that I can think of is documents control via the management system. What I mean is that all documentation would be concentrated at one location. Documents are a part of a processes. Some of the processes is documented within the management systems (such as ERP or CRM) and some of it manually (with manually forms). In most systems (the ones that I know) the next module exists. It is a less used module. It is usually called “Titles Management”. The basic idea is to link documents to the process or a record connected with the process within the system. This way you educate the employees to download the documents from one location only. No more documents emailing, no more saving documents on personal computers. This solution requires that all documents would be registered within the system (what a whole a lot of work!). For more details, access your system administrator. This solution is not the perfect one but it would hold against the ISO 9001 Standard requirements. Don’t forget to document the method in a procedure.

If you are willing to invest more of your resources you might consider implementing documents control management software.

Documents control management system

Now, this is the optimal solution. Every quality manager would sleep better at night if he knew that all documents are controlled by a robot (without any feelings and wills other then what is programmed into him). Let’s review the advantages of implementing document management software:

  • Control- this is the most important thing (by the way this is what the ISO 9001 Standard is all about, well, most of it). What do you control?
  • Organization – all documents of all kinds (forms, procedures, plans, diagram and charts – whatever you are using) would be organized, categorized, saved and ready for you to retrieve and use.
  • Distribution – to whom the documents are to be used.
  • Compliance – with your regulatory frameworks.
  • Access information – now, you may think that you have access to most of information in your organization but you would be surprised. With documents control management software you would have the information you need accurately and you would be able to track all documents-related activities to improve quality, accountability and productivity – that means that all information is accessible when ever.
  • Location – the system will manage the location of all documents. No more spreading documents all over the local net.
  • Security – document management software improves security of documents. Electronic document control software programs often use a secure, access-controlled database to store files as opposed to hard-copy storage or network directories.
  • Storage – you would be able to save storage by eliminating multiple documents savings (well, we know that today digital storage is not such a big deal) but Physical storage and retrieval of hard copy documents becomes increasingly problematic as practices grow. And you know it!
  • More?
  • This solution costs. It costs money and human resources – have no doubts about that! But we truly believe that in the long term it pays itself by adding values to the working processes. All of the advantages above are possible to achieve manually by your employees but they are time consuming. And time is money.

    Today there are two possibilities of digital documents control systems: web-based and independently installed.

    The web based solution is simply subscribing to a web site that provides you documents control service. That means that the entire above are provided via the internet. Sounds great isn’t it? As an Internet service, there is no software or hardware to buy, install, maintain, or upgrade. And if the service is not satisfying, just unsubscribe. That’s it. You may access from wherever you are and provide workspaces for people working from home.

    The independently installation is where you purchase a software and install it no your network. You may want it to integrate with your other systems. Now, that will be great for a working process! Today they are usually easy to implement and easy to use and with prices that won’t get your boss upset (too much).

    Summery

  • Using Document Control Software usually Meet ISO 9001 Standard Requirements.
    As for more documentation (other than what is required by the ISO 9001 Standard) the organization must identify and document “needed” processes.
  • The first level of digital documents control over organizations is laid with its management systems. Eventually, the information is at the right place and time organized and being controlled. Even distribution of the information is managed.
  • Saving documents on the local net is not considered a digital documents control management. It is a manual management.
  • Emailing documents for use is exporting documents out of the system and out of control.
  • With manual (as if – digital) document control we achieve three things: an open loop method for document management, a document exporting out of the loop and an independent document lifecycle.
  • First solution is to maintain the present situation (the manual management). You must document the procedure and maintain close control aspects.
  • Second solution is documents control via the management system with a module such as “Titles management”. This solution requires that all documents would be registered within the system. You must document the procedure.
  • Third solution is implementing a digital documents control management system. This solution requires a lot of resources (both financial and human) but it bears a lot of advantages.
  • The first type of a digital documents control management system is an independently installation – you purchase the software and install it on your organizations systems. It may integrate with your other systems.
  • The second type of a digital documents control management system is a web based program – you buy a service for managing your documents via the net.
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