Marketing can be like gambling. Possibly not what you’d expect to hear from a marketing company, but please bear with us! The gambling analogy goes like this: "Your marketing budget is your stake, the tables and slots at the casino are your marketing channels, and new customers - falling into your lap like golden coins from a slot machine – are your prize. A professional gambler will not be seduced by the flashing lights, the big headline numbers and the dealer’s spiel, because professional gambling is not glamour, it is mathematics – it is less about unknown risk and more about predictable return."
I was fortunate enough to be at Gulfood 2019 at the Dubai World Trade Centre last week where over 5000 exhibitors showcased over 20 000 brands and 100 000 visitors from around the globe come together to savour and trade in all things foodie. It is billed as the World’s largest annual food and beverage fare in the Middle East.
We’ve all done it. The New Year hits and we’re filled with resolve to exercise more; eat better; spend more time with family, and – of course – sleep more. We do it all. All for one week.
What a lot of business people don't understand is the difference between marketing and marketing tactics. Tactics are elements of marketing - the visible stuff that first comes to mind when you say the word marketing. It's the ads, billboards and posters, social media, emails and newsletters. These elements will have absolutely no meaning or result if they have no clearly defined goal or purpose. ALL businesses should be working towards one common goal - improving their bottom line. To market successfully you need a yard stick, there needs to be a measure of what success looks like - this, is your return on investment, or ROI.
Many businesses are still not sure about the benefits of using Pinterest for business, questioning whether it is a B2B or B2C social media platform? Well, it’s both. Remember social media is about growing your footprint and spreading or sharing content, so why would you not find time to include Pinterest in the mix? After all, it will increase your awareness, add additional blog traffic to your posts and website and has the ability to generate new leads and in turn lead to sales.