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Marketing Ideas for Companies»
What Are the Benefits of Marketing for Companies?
by M.T. Wroblewski; Updated November 26, 2018
The more challenging your message of persuasion, the more important the marketing function.
1 Advantages of Online Marketing
2 Why Use Video Marketing for E-Commerce ?
3 What Is Formulated Marketing?
4 The Significance of Branding as a Marketing Strategy on Consumer Behavior
It's been said that marketing is more like food than medicine – a sustaining force more than a cure for whatever might ail a business. It's an instructional metaphor to keep in mind for those times when money is tight and you're tempted to scale back your marketing or to enter into a "marketing-free" zone, whether you're starting your business or going through a transition period. A one-time small-business owner embraced a full-on marketing strategy even as he wondered how consumers would respond to his newest invention, the Model T: "A man who stops advertising to save money is like a man who stops a clock to save time." As the words of Henry Ford sink in, consider the primary benefits of marketing. And then, if you're still having difficulty reconciling the issue of financing it, consider the benefits of content marketing, which offers an affordable and rewarding solution.
Consider the Many Benefits of Marketing to a Company
Businessmen, like Henry Ford, put marketing on the map, inspiring the American Marketing Association to define it in 1937 as "business activities involved in the flow of goods and services from production to consumption."
So much has changed since Ford's heyday, and the AMA's definition of marketing has become "an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
Even when marketing is not firing on as many cylinders as a Ford vehicle, it still holds the promise of:
Differentiating you from the competition, an exercise you should have finessed when you defined your "unique selling proposition" in your marketing plan. Informing your customers, which comes before selling. Customers must know what you sell, why what you're selling is a superior choice and how it will improve their lives. It's called your value proposition, and it requires repetition. Selling, an activity that marketing supports – not the other way around. Your sales goals should be established first; your marketing strategy should be structured to achieve these goals.* Engaging with customers, who repeatedly say they want to do business with people they know, like, trust and identify with. Engagement is one of the fundamental payoffs of content marketing.
Entrenching your brand in the marketplace. Your brand is your identity – "your business's style, reputation and culture all rolled into one," Amazon founder Jeff Bezos has said. Without marketing, though, few people will know or even recognize your brand. Sustaining a business and keeping your name "out there," especially during lean periods. Like food, the value of sustenance is best viewed over the long term. And like food, disciplined marketing choices should deliver the best results. Equalizing, a task made infinitely easier thanks mostly to the internet but also delivery services. Some consumers may care about "shopping local," but a professional, dynamic and helpful website levels the playing field.
Consider the Many Benefits of Content Marketing
As you weigh the advantages of marketing management in terms of tactics, content marketing should top your list. It's the cornerstone of an inbound marketing strategy, which basically draws customers in to your business_,_ through compelling content, rather than relying on outbound tactics, including brochures, postcards and other marketing pieces.
The content can take the form of case studies, ebooks, infographics, podcasts, videos and white papers. Together, the effort should represent:
A "strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action," the Content Marketing Institute says.
The results reported by business owners are practically dizzying, in a positive way. For example, Hubspot reports that companies that publish 16 or more blogs per month draw nearly 3.5 times the traffic to their website than companies that publish zero to four posts. Also, companies report seeing a return on their investment that is four times higher with inbound rather than outbound marketing.
This may be all you need to hear, but there are more benefits of content marketing to consider, including that it:
Provides value – in the form of free content – that ingratiates potential customers. Turns internet browsers – the human kind – into customers more quickly, especially if they are directed to website landing pages. Bolsters a company's visibility, image and brand. Positions the owner as an expert, especially if he plays a central role in a content marketing effort. Encourages people to share content with others, creating a domino effect through word-of-mouth.* Opens a valuable channel of communication with customers.
Probably, this last point would have appealed mightily to Henry Ford, who knew that customers demonstrate their happiness with a product by remaining loyal to it – no matter what the competitor next door might be building in his garage.
Moving Targets: Why Marketing is SO Important
Udemy: The Importance of Marketing: 10 Reasons You Can't Afford Not to Market Your Business
Content Marketing Institute: What Is Content Marketing?
Hubspot: The Ultimate List of Marketing Statistics for 2018
Masterful Marketing: 10 Content Marketing Benefits and Tips
Mary Wroblewski earned a master's degree with high honors in communications and has worked as a reporter and editor in two Chicago newsrooms. Then she launched her own small business, which specialized in assisting small business owners with "all things marketing" – from drafting a marketing plan and writing website copy to crafting media plans and developing email campaigns. Mary writes extensively about small business issues and especially "all things marketing."
Wroblewski, M.T.. "What Are the Benefits of Marketing for Companies?" Small Business - Chron.com, http://smallbusiness.chron.com/benefits-marketing-companies-61300.html. 26 November 2018.
Wroblewski, M.T.. (2018, November 26). What Are the Benefits of Marketing for Companies? Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/benefits-marketing-companies-61300.html
Wroblewski, M.T.. "What Are the Benefits of Marketing for Companies?" last modified November 26, 2018. http://smallbusiness.chron.com/benefits-marketing-companies-61300.html
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"I know there ain't no sanity clause." A Night at the Opera
It's been years since I've seen A NIGHT AT THE OPERA (1935) and it holds up very well. It's also an interesting turning point in their career, one I have mixed thoughts on.
The story has Groucho as wheeler-dealer Otis P. Driftwood sucking down a fat salary for supposedly helping wealthy Mrs. Claypool (Margaret Dumont) rise in society. His efforts to actually deliver on this result in Claypool dumping him to help stuffy opera manager Gottlieb (Sig Ruman) bring an arrogant tenor to the US (as there's no establishing shot or other information, I didn't realize we were in Italy at first). Driftwood winds up contracting with Ricardo (Allan Jones), a greater tenor and nicer human being, but lacking the reputation for A-list gigs. Groucho, Chico and Harpo work together to bring Ricard to the US, land him an opera gig and unite him with Rosa (Kitty Carlisle), the singer Ricardo and his arrogant rival are both interested in.
The three previous comedies the brothers made for Paramount (Horse Feathers, Monkey Business and Duck Soup) were insane, anarchic frenzies (I mean that as a compliment); Duck Soup, now considered a classic, was a flop, ending their association with the studio. Chico, however (it's pronounced "Chick-o" by the way), played bridge with Irving Thalberg, MGM's superstar producer, and so the Marx brothers shifted to MGM for a more conventionally plotted comedy (conventional compared to their earlier work, that is). There's a dramatic arc, with the brothers apparently losing on all fronts before the climax.
It works beautifully, but as one book on their movies says, it worked against their strengths. Lots of comedians could do a movie about stowing away on a ship; only the Marx Brothers in Monkey Business would stow away, then go to the captain to complain about the lack of service, then try to get off the ship by impersonating Maurice Chevalier. Other comics got laughs avoiding trouble; the Marx Brothers welcomed it.
Making them more vulnerable worked with Opera, but their later MGM films got increasingly formulaic, wasting their talents.
But Opera did work. As Leonard Maltin says on the excellent commentary track, it's a trickier film to pull off than it looks. The Marx Brothers have a great time disrupting the opera at the climax and deflating Gottlieb's pomposity, but the happy ending hinges on Ricardo and Rosa becoming opera stars so the film can't mock opera too much.
It succeeds. The film has wonderful energy, great lines ("This bill is an outrage! If I were you, I wouldn't pay it."), cheerfully insane scenes and good performances. This DVD also came with a mini-documentary on the brothers, a brief interview with Groucho, and two 1935 non-Marx comic shorts, HOW TO SLEEP (Robert Benchley discusses the art of sleeping) and SATURDAY NIGHT AT THE TROCADERO, a musical sketch piece.
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We like the way Surk-Ki Schrade works. She has her own natural wine shop in Cologne, « La Vincaillerie », and has been importing our spirits for 2 years now !
It's the third edition of her natural wine fair, this time taking place in a the reknown concert hall « Stadtgarten » in the city centre.
Looking forward to being there !


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Karapatan lauds UNHRC resolution on the human rights crisis in the Philippines
July 11, 2019 /in Videos /by Kodao Productions
Karapatan said it is pleased about the UN Human Rights Council (UNHRC) resolution tabled by Iceland asking member-states to take concrete steps on the promotion and protection of human rights in the Philippines during the council's 41st session.
"Karapatan welcomes the UNHRC's decision to pass this long overdue resolution. This comes at a most pressing and opportune time as the Duterte government is set to report on its "achievements" after 3 years in office. This is a significant step towards accountability and we applaud the UNHRC's decision to not remain complicit amid the rights violations being perpetrated in the Philippines. This is not the end-all, be-all of our efforts to exact accountability, but we take it as a critical start. This is a decision on the side of justice," Karapatan secretary general Cristina Palabay said soon after learning of the resolution's passage.
The Iceland resolution expressed concern on reported cases of extrajudicial killings in line with the drug war, but also raised the issue of reported violations targeting critics and human rights defenders.
According to Karapatan, the resolution urges the Philippine government to take all necessary measures to prevent extrajudicial killings and enforced disappearances, to carry out impartial investigations and to hold perpetrators accountable in accordance with international norms and standards including on due process and the rule of law; and to cooperate with the Office of the High Commissioner and the mechanisms of the Human Rights Council, including by facilitating country visits and preventing and refraining from all acts of intimidation or retaliation.
"This is a significant and relevant move by Iceland, which was supported by 28 states. An independent investigation into reported human rights violations in line with the government's anti-narcotics campaign and its counterinsurgency program is long overdue," Karapatan said in a statement.
"This resolution will initiate the start of a close monitoring on the rights situation in the country. Other efforts domestically, regionally and internationally will likewise move forward, the aggregate of which will expectedly bring out the changes in policy and in leadership that prioritizes human and people's rights," the group explained.
Palabay said the UNHRC resolution is not an issue of sovereignty but of accountability.
The Philippines is signatory to binding human rights treaties that allow for such mechanisms of investigation and accountability.
"Duty-bearers who act contrary to their mandate of upholding human rights should expect to be made accountable. In the end, it comes down to exacting justice," Palabay said.
"This is not a numbers game, as what this callous government tries to reason out. This systematic and state-perpetrated butchering of the Filipino people has reached international concern, and the clamor for change will only echo louder from here on," she added.
"Despite the government's efforts to discredit and malign victims, their relatives, and human rights organizations, many countries have already expressed alarm on our situation. We will continuously challenge the government to own up to its flagship policies, and face the consequences of peddling militarism at the expense of people's rights," Palabay concluded. (Video by Joseph Cuevas/Report by Raymund B. Villanueva)
Tags: duterte, extrajudicial killings, human rights, human rights defenders, Philippines, United Nations, United Nations Human Rights Council
https://kodao.org/wp-content/uploads/2019/07/karaps.jpg 720 960 Kodao Productions https://kodao.org/wp-content/uploads/2014/11/kodao.png Kodao Productions2019-07-11 20:40:482019-07-11 20:54:18Karapatan lauds UNHRC resolution on the human rights crisis in the Philippines
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