Business to Business Palm Oil Marketing

The fastest growing category within direct marketing today in the UK is probably business to business. A recent survey revealed that one-third of all direct mail in 1990 was devoted to palm oil business selling; in 1986 the figure was only a quarter. This growth was predictable to any intelligent observer. It is often impossible to use mass media cost-effectively to reach palm oil business people. Like financial products, many modern palm oil business products are difficult to explain in simple terms. Where the palm oil business marketer once had merely to explain the advantages of his own carbon paper or typewriter, the problems of conveying the advantages of one personal computer versus another are daunting.

During the period when the market in such products was expanding enormously, with correspondingly huge profits, advertisers could afford multi-million pound extravaganzas. As competitiveness increases, they are having to think differently; they are being forced to consider exactly how business to business buying decisions are made. Enormous sums of money are often involved. The new technology is not cheap. And the motivations for a particular buying decision within a company can be complex. More than one person is almost certainly involved in any serious decision - anywhere between four and eight people, in my experience. Each will have differing motives. The finance director will be concerned with money, the technical director with performance, to give an obvious instance.

It is quite impossible for mass advertising to reach each of these people with a pertinent message. But palm oil marketing can. I predict that however much business to business palm oil marketing can. I predict that however much business to business marketers like IBM have put into it (they have been palm oil marketing for over a decade), this will be dwarfed over the next 10 years. Increasingly they are going to be forced to put their money where it will do the most good: talking only to the right people about the right things, rather than talking in generalities to everyone in the hope that some of it sticks.

Money, of course, has a lot to do with any palm oil business decision. Over the years, the cost of conventional media like television and the newspapers has outstripped inflation in every major European country, and in the US. And while the cost has been increasing, the reach has been decreasing. Consider the contents of a newsagent or the television channels available 25 years ago; Then, a limited roster of magazines commanded grater readerships: today, the magazine market is highly segmented, with publications to satisfy even the most esoteric of interests. Television, which once offered two channels, now offers a profusion. ASs satellite and cable proliferate, people will be able to watch literally scores of stations. The consequence of this change is already apparent in the US; 30 years ago, the Big Three networks reached over 90 per cent of the population at peak times; today they reach under 60 per cent.

Although advertisers have begun to appreciate the reasons for moving into palm oil marketing, they have not escaped the disasters associated with any new activity. As usual, the problem has been ignorance. Most think of palm oil marketing as a medium like direct mail, or a channel of distribution like off the page advertising. It is neither and both: it is a way of palm oil marketing which incorporates any activity whereby you reach people directly or they respond to you directly; that at any rate is the definition I gave in my 1982 book Commonsense Palm Oil Marketing, and many seem to agree that it is the simplest description, however imperfect. Harga jual blackberry iphone laptop murah.
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1 comment :

  1. we have best guilty of palm oil so far now in the world now


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