Be available where customers or prospects are

Marketing has always been about connecting with your audience in the right place and at the right time. Because today, audience spends more time on the internet, your marketing needs to meet them on the internet. There comes digital marketing.


Amazon is a perfect example that shows us how retail sector has evolved because of more online shopping. While retail store brands are facing stagnant or declining sales, they are increasingly making their inventory available on Amazon. Reason: They do not want to miss out on the huge traffic amount of traffic that Amazon is able to pull.


If you cannot serve the customers directly from your own traditional channel, be available where customers are present. Be it an online retail store, social media group or website.

Digital marketing is an umbrella term – for all of a brand’s online marketing efforts.

A brand can leverage digital channels – such as search engines, social media, email, blogs, and their websites – to connect with their current and prospective customers, sometimes right where they are.


Press Releases

Definition of Press Release: A press release, news release, media release or a press statement or video release is a written or recorded communication directed at members of the news media and other targeted publications.

Purpose: To announce something newsworthy. To let the public know of company or organization’s developments.

Advantage: Think of a press release as your ticket to publicity–one that can get your company coverage in publications or on TV and radio stations.

Need to stand out: Editors and reporters get hundreds of press releases a day.

So how can you make your press release stand out?

  1. Reason: Be sure you have a reason for sending a press release. A grand opening, a new product or a special event are all good reasons.
  2. Target: Make sure your press release is targeted for the publication or broadcast you’re sending it to. The editor of Health and Beauty is not going to be interested in the trading software you invented. Do not make the mistake of sending press releases without considering a publication’s audience.
  3. Format: Follow the standard format: typed, double-spaced, on white letterhead with a contact person’s name, title, company, address and phone number in the upper right-hand corner. Don’t forget to put a brief, eye-catching headline in bold type and a dateline – for example, “New York NY, May 30, 20017” – leading into the first sentence of the release.
  4. Length: Limit your press release to one or two pages at most. It should be just long enough to cover the six basic elements: who, what, when, where, why and how. The answers to these six questions should be mentioned in order of their importance to the story.
  5. Facts: Do not hype exaggerate the information. Write using short, clear sentences and stick to facts.

Brand Visibility

Brand = promise of satisfaction.
Visibility = the degree to which something has attracted general attention; prominence.
Brand Visibility = Ability of a brand to be found by prospective buyers.

Companies do different things to improve visibility of their brands.


  1. Real Estate: Remax reminds of their presence using their giant balloons.
  2. Software: Cloud services provider Zendesk invested time and energy in creating a fake brand Zendeskalternative – a site that serves a behind-the-scenes video interview of alternative-punk band Zendesk. In reality, the entire existence of the Zendesk alternative punk band is a marketing ploy by cloud-based customer support service Zendesk. After realizing the traffic for the phrase “Zendesk alternative” was on the rise, they decided to take SEO matters in their own hand.
  3. Hardware: Laptops feature the Intel stickers. Also in 1994, Intel commissioned composer Walter Werzowa to create a three-second jingle for the Intel Inside TV commercials. The five-note “Intel Bong” now has been around for more than 20 years and is one of the world’s most recognizable sounds.
  4. Healthcare: Cancer Treatment Centers of America (CTCA®) has an innovative arrangement with WebMD, with whom CTCA has worked collaboratively to provide visitors across WebMD’s Consumer Network with comprehensive and actionable information about the latest developments in cancer care. (CTCA won the Gold Award in the “Best Service Line Campaign” category for its overall marketing communications program and the Silver Award for “Best Digital Campaign”.)
  5. Banking: Citibank partnered with convenience store brand 7-11 and installed ATM kiosks. This helped improve Citibank’s visibility at thousands of non-bank locations.
  6. Retail: In retail, branded shopping bags are commonplace to improve brand visibility.

Your business brand becomes visible by being seen, being read, and by being shared.

Visibility can be achieved both through word of mouth as well as with the help of marketing and latest web initiatives.

What’s the difference between Content, Inbound and Social Media Marketing?


Ever wonder what’s the difference between Content, Inbound and Social Media Marketing?

Let’s see.

Content Marketing – there is content on your website i.e.  regular post, updates, press releases, pages, feeds, announcements, newsletters, bits and bites that are relevant to what you do. They are searchable. When a user or potential client puts something in a search box or a friend, fan, follower or client passes your content along, the content attracts viewers to your site. Basically, this content does your marketing for you.

Inbound Marketing – this is the science (or art?) of attracting and bringing people to your site. Content marketing is at the very center of this approach. When your content is compelling enough, your readers will pass your content – could be pictures, videos, infographics, results or case studies – to others so that their natural efforts bring (not push) people to your site. This is done via the share button/function placed on your website.

Social Media Marketing – this is incorporating the social to promote the content – actions such as share, interact, pass around, vote, thumbs up/down, retweet, like – on your website. Once again at the center of this approach is something that is really worth sharing and talking about.

Companies like to think that having a great design, brand and buttons in place makes them ready for inbound marketing. It may not be enough. They still need something to market… to the right audience.

Readers first, buyers later. They want something interesting, something attractive = solid content. The content does the marketing.

The content must be findable. Findable means the prospect or searcher comes upon it … as opposed to the marketer always pushing it to unsuspecting people.

Get your content marketing efforts right and the rest will go to work for you.

Ask me to speak to your pr/marketing team.  I understand Content, Inbound and Social Media marketing. And I know Search.

I work with you as a consultant.

Difference between using a ™ and ® sign with a Brand Name

You may notice a brand name with a small superscript ™ or ®.

This article explains the difference between a ™ and ® symbol.

The ™ sign is used when a trademark registration file is under process for that brand name; there is no such prohibition in India if you start using a ™ sign with your brand name before filing a registration application.

The procedure to register a trademark can take up to 2 years after you file the registration application.

Once registered, you can start using ® symbol with your brand name.