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aims Archives - Syneka Marketing

A Marketing Plan identifies how you can achieve your goals

Marketing Rises – Harvard Business Review removes ‘Marketing Is Dead and Loyalty Killed It’

By | Advice for Businesses, News | No Comments

In February, the Harvard Business Review online published a syndicated article ‘Marketing Is Dead, and Loyalty Killed It’. The article cited erroneous examples of where loyalty was a supposed replacement to marketing. Yet it failed to understand that marketing is in fact the strategic direction that decides how important loyalty is for a business and how to foster ongoing engagement.

After several rounds of correspondence with HBR online, the article has subsequently vanished.

Publications that aim to adhere to professional standards should ensure that their contributors have the expertise to comment on a profession. Any author that claims marketing is tactics, rather than strategy, does not meet these standards.

While they claim this is due to technical issues, the ongoing correspondence has resulted in the consideration of a published response to demonstrate the breadth of the marketing profession.

A Marketing Plan identifies how you can achieve your goals

Re-imagining Marketing – Our Second Workshop for 2015

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The definition of marketing is often misunderstood, with many businesses viewing marketing as a series of tactics, rather than the ability to achieve your business goals.

This morning we held our second Re-imaging Marketing Workshop, which aims to re-define marketing by demonstrating its value in ensuring long term success.

Participants at Re-Imagining Marketing

Participants at Re-Imagining Marketing

Alex Makin presenting at Re-imagining Marketing

Alex Makin presenting at Re-imagining Marketing

Natalia Perera presenting at Re-imagining Marketing

Natalia Perera presenting at Re-imagining Marketing

Fundamentally marketing is about generating value. As marketers we develop strategies that reinforce the value that is created between businesses, organisations and their stakeholders. Our workshop guided participants through a strategic approach to marketing, which enables the evaluation of tactics and ongoing performance measurement.

We looked at the differences between marketing and tactics and provided insights into the best way to work with individuals within the marketing industry, including those who provide tactics such as web designers, graphic artists and social media consultants.

This is our second Re-imaging Marketing Workshop, and further sessions will be held throughout the year. The workshop is designed to be interactive and it is great to learn more about the participants and the visions they have for their businesses.

We would like to thank the attendees for their participation and for the positive feedback these sessions have received. Re-defining marketing is essential to ensuring that it delivers value and we look forward to our next workshop sessions.

Australian Computer Society

Australian Computer Society’s Entrepreneurship and Innovation SIG: The Entrepreneurial Journey – Challenges and Rewards

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities | No Comments

The Australian Computer Society is the professional body representing the IT profession. This evening I was invited to the Entrepreneurship and Innovation Special Interest Group, to discuss the role of marketing in enabling an entrepreneurial journey.

Marketing and IT are more closely related than they first appear. Both perform a support function for many organisations, enabling them in turn to deliver their core products or services. In addition, marketing insights are enhanced through IT’s role in data collection and analysis.

With a growing emphasis on tech startups there is a tendency to romanticise the industry, with people forgetting that companies such as Microsoft, Apple, Google or Facebook were not overnight sensations. While their products were part of their success, it was the execution of their marketing plans and direction that made these products relevant.

Developing a new App or IT based innovation is the first stage of the entrepreneurial journey, getting it to market and maintaining relevancy is what leads to ongoing success.  During my presentation, I outlined the role of marketing and highlighted a number of areas that are often overlooked by entrepreneurs.

In particular, there is a need to understand market segments and the potential userbase.  No product is relevant to everyone and it is important that you take the time to understand your key target markets.  In addition, you should consider your supply chain, investors and business partners, so you have a strategy that considers the value they receive from your innovation.

Furthermore, competitors are another area that is often overlooked.  It is factually incorrect to assume that a new product has no competitors. While there may not be other direct competitors (those offering the same product or service), there will be indirect competitors (who offer similar products) and other forms of competition that will compete for your target market’s time and money. Understanding the competitive landscape is essential to developing a successful innovation.

One of my aims is to educate communities on the importance of undertaking a strategic approach to marketing. The presentation at the Australian Computer Society’s Entrepreneurship and Innovation Special Interest Group works towards this vision.

Slush Down Under 2015

By | Advice for Businesses | No Comments

SLUSH Down Under aims to connect technology entrepreneurs with investors so they can realise their vision.  As sponsors of Melbourne Silicon Beach we were invited to the conference and after party, where we had a chance to meet people active in the Startup space.

The key challenges for startups, includes the need to attract investment and commercialise their ideas. A great idea is often not enough, there is a need to develop business and marketing plans to provide the foundations for a viable business model.

Our involvement with Melbourne Silicon Beach enables us to work with the Startup community to develop these foundations. Marketing should be supporting the next wave of innovation to ensure that great ideas reach their full market potential.

Business over Breakfast – March 2015

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Business over Breakfast is a fortnightly networking group, which aims to foster business relationships and the sharing of knowledge. Each meeting includes the ability to gain insights into the role of a member’s business to gain a greater understanding of their products and services.

This morning, we gained an insight into Intelligent Business Processing, which streamlines operational processes resulting in more efficient operations. Intelligent Business Processing works with businesses to deliver these efficiency gains and ensures that the required frameworks are in place to support the revised operations.

The atmosphere of Business over Breakfast enables members to share their business insights to foster ongoing development. Business over Breakfast meets each Wednesday fortnight at the NABVillage.

AMI Event: Big data – Turning buzzwords into business outcomes

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This morning we attended the Australian Marketing Institutes’ first event for 2015: Big Data Beyond the Buzzwords, held at the Hotel Windsor.

The Australian Marketing Institute aims to educate marketers on topics relating to the profession and Big Data is an area that has receiving increasing attention. Big Data is essentially the collation and analysis of various sources of information to gain new insights. The topic itself is not new, but there is a need to identify the business outcomes that can be achieved through marketing.

Speakers at the breakfast sought to demystify the topic and spoke about its implication for marketers, through utilising Big Data to make better business decisions.

Kieran Hagan, IBM Big Data Sales Manager

Kieran Hagan, IBM Big Data Sales Manager

Con Menictas, Senior Statistician at Qantas

Con Menictas, Senior Statistician at Qantas

From internet search usage, through to the daily heart rates of individuals using fitness trackers, there is an immense amount of data that is collected. The analysis of big data requires the ability to identify the right information that will add value to the decision making process and hence deliver new insights.

Alex Makin at the AMI Big Data Breakfast

Alex Makin at the AMI Big Data Breakfast

 

The AMI Big Data Breakfast at the Hotel Windsor

The AMI Big Data Breakfast at the Hotel Windsor

The focus on emerging trends is continuing at the Australian Marketing Institute, with our second event to incorporate a focus on innovation on Thursday the 5th of March.