Many of the marketing texts argue that marketing is a logical process with a natural structure which can be viewed primarily as a method of: understanding the marketing environment; using the marketing mix; developing a marketing plan based upon the use of the mix; implementing a plan through a strategy; and finally, using a control method to ensure the strategy is adhered to. This marketing process is reviewed and evaluated regularly and modifications made to the use of the mix to take account of market changes impacting upon competitiveness. This view of marketing seems to suggest that much of the marketing theory relate to multinational enterprises, which are internationally based and have global ambitions. The EU market constitutes a differentiated marketplace in terms of culture, competition, and organization strategies used to penetrate the target market. Although these differences have their implications interfere with a country’s business planning, EU is considered as an opportunity for companies worldwide to expand through internationalization strategies and compete with major players in terms of sales, profits, market shares and organizational momentum.

Another core issue in marketing is the growth and importance of theories in networking and interaction. This view looks at the way in which companies and organizations interact and consequently network with each other to gain commercial advantage in world markets. The network can be using similar subcontractors or components, sharing research and development costs or operating within the same governmental framework. Clearly, being within the EU, a trading block with no internal barriers creates its own networks. Collaborations in aerospace, vehicle manufactures and engineering have all sponsored the development of a European outlook based on its own internal market network. This network and interaction approach to marketing shows the substance of being able to influence decisions by knowledge of how the EU network works or interacts.

The EU is a rich, diverse market, with a vibrant and varied cultural heritage; this means that although there has been a harmonization process within the 15 states as a result of the formation of EU, there are still differences. Rather than business being simpler as a result of the union, it should be recognized that because of regulation and need to restructure in a global market it can be highly complex. It should be remembered that the Europeans have a high-income average and like to have their cultural differences recognized. Those firms that will or have recognized this have a good chance of developing a successful marketing strategy to meet their needs.

Furthermore the marketing operations of EU companies need to be adapted in order to respond to the multiple of changes which have taken place in Europe. However, it is not possible to identify clearly how companies should modify their marketing operations. Some companies face radical change to overall strategy as well as to marketing operations. Other companies are more likely to consider minor alterations to their existing strategies and marketing initiatives. The only “golden rule” as is so often the case is that there are no “golden rules.” EU companies need to assess their marketing response to the changes in the European environment, on the basis of careful studying the effects of these changes on their current and likely future activities.

About Author

Jonathon Hardcastle writes articles on many topics including Investing, Business, and Finance

While interim marketing managers always claim that ‘delighting’ customers is their ultimate aim, this being the best way to deliver profitable growth, two new pieces of research suggest that most marketing activity is destined to disappoint.

The Promise Index, from brand agency Promise, ranks brands according to the difference between the image they create through advertising and other brand-building activities, and the experience customers have of them. Brands with positive promise gaps exceed customers’ expectations, while those with negative gaps let them down.

The average growth rate for brands with negative gaps in 2006-2007 was 2.8%, while the average growth rate for brands with positive gaps was 10.5%. But just 15% of brands surveyed have ‘statistically significant’ positive promise gaps. The message for the other 85% seems clear.

Given that under-promising and over-delivering is the best way to delight customers, they should redirect their marketing spend from expensive high-profile brand-building activities into improving the customer experience through innovation and better service.

The Promise Index findings are borne out by the European Advocacy Study from PR agency Weber Shandwick. The study found that surprising and delighting customers is the chief factor in creating brand advocacy which, in turn, is five times more effective than advertising in prompting purchase.

According to Weber Shandwick, one-third of brand users are acquired through advocacy, though only half of these are ‘active’ advocates. So in addition to the promise gap, it seems likely that many brands are suffering from an advocacy gap. So a secondary challenge for interim marketing managers wanting to increase the profitability of their brand is to leverage their unique brand-building skills to stimulate greater advocacy for their products and services. It seems it is time for marketers to reassess their traditional priorities and place substance before style.

Previously published in The Business Review, Impact Executives and http://www.onrec.com/newsstories/22016.asp

About Author

I am currently a Director of Impact Executives which is a Global Interim Management provider (part of the Harvey Nash Group) and in this role I am at the frontline of dealing with senior clients and candidates across a wide range of change, HR and resourcing issues. I have extensive commercial experience gained through general management and board roles within both Plc’s and also through running my own businesses. I have over 18 years international experience of providing cross-functional resourcing solutions to both global businesses and start-ups. I specialise in the following sectors: Technology, Media, Telecommunications, Pharmaceutical & Biotechnology, and Local Authorities. Visit my blog or the Impact Executives website.

There are a lot of expectations when it comes to managing a business and those entire burdens are turned to the affiliate marketing manager. Before proceeding to the duties and responsibilities of an affiliate marketing manager, what are the abilities and skills one should have to qualify in that position?

An affiliate marketing manager must be:

• Creative, detail oriented and organized
• Flexible to be able to work with projects that can be diverse
• Positive, enthusiastic, posses the ability to work in fast-paced environment that requires deadlines and must have a certain level of professionalism.
• A team player who can work well in a multitasking office where overtime is in demand and traveling is compulsory.
• Able to communicate well in all aspects of life to maintain and build fruitful relationships.
• Proficient in using the commands and programs like Microsoft Office Applications in the computer. Also a genius when it comes to navigating through the internet.

Down to the responsibilities. To make it short and precise, an affiliate marketing manager is someone who:

1. Support sales of the affiliates with initiatives regarding marketing and promoting to achieve the entire distribution goals.
2. Develop marketing campaigns that can make quite an impact and attain innovation of promotions and campaigns about promotion to establish his company as the leader in the affiliate marketing industry.
3. Optimize and manage every aspect of a program in affiliate marketing. For more details www.myspace-marketing-secret.com This will include application for incentives, recruitment, daily program management and recommending.
4. Handle all levels of communication with affiliates, answer phone conversation and e-mails that will tackle in the area of answer different kinds of questions about the product, and terms of negotiation.
5. Manage and develop partnership promotional and marketing programs that are designed to build an overwhelming amount of sales and traffic.

Moving on, aside from the numerous responsibilities, here are some of the general duties of an affiliate marketing manager:

1. He has to work smoothly with the people around him, especially the marketing director, in order to implement and develop promotions and campaigns for marketing that will help promote the entire company\’s dignity and the affiliate\’s goals as well.
2. Manage daily marketing on the execution and development of the project that would include creative developments and all implementation courses; ensure the compliance of strategies and standards of the product; oversee outside agencies and vendors.
3. Coordinate different kinds of projects with several departments internally including on-air promotions, creative services, consumer, online, and advertising sales marketing. For more details www.greatpromotionsite.com While doing so, foster positive and happy working relationships through constant communication in all departments.
4. Executes basic marketing projects like writing briefs, developing timelines, collect traffic tapes and artwork, manage necessary approval.
5. Contribute to the development of sales in materials. This will include collateral materials, sales decks, etc.
6. Fill in, prioritize and fulfill daily tasks and request from the entire sales team.
7. Perform other duties that are required and as directed.

All these duties and responsibilities may come out very exhausting but if you have the true spirit of an affiliate marketing manager, it will come out naturally. A manager is someone who performs tasks and duties that will contribute to the fullest emergence of his or her company.

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Discover The Answer To The 10 Most Common Affiliate Marketing Management Questions

1. Is affiliate marketing right for my business?

Affiliate marketing is one of the most powerful and effective means of gaining new customers, regardless of your product or service. Affiliate marketing exposes your business to new customers and can get you out of your marketing rut. Additionally, when you initiate an affiliate marketing campaign, you’re in control. You determine the commission rate you pay and pay only when your affiliates make a sale. It’s a no loss operation for you because you only pay when a sale is made.

2. What are the startup costs?

When you start an affiliate program you have the choice of handling the operations yourself or having it managed by an affiliate network. The costs for either choice are reasonable and generally start around a few hundred dollars. Additionally, as a business owner don’t forget that many of your costs may be tax deductible. To start an affiliate marketing program in house, costs will include:

Affiliate management software

Affiliate marketing support including a website that answers affiliate questions and a means for them to contact you if any issues arise.

Affiliate marketing materials including banner ads, copy, coupons, and promotional content.

An affiliate marketing contract agreement

Tracking software to track cookies, click throughs, payments, etc…

If you choose to hire an affiliate network to handle your program they generally charge a flat fee or a percentage of what you pay out each month.

3. How much time will it take out of my workday/workweek?

Most experts agree that it will take you about an hour and a half each day to manage your affiliate program. They also recommend you to budget more time in the first few months of your program, approximately two to three hours a day. Even the most efficient affiliate managers spend about 45 minutes a day managing their affiliate program.

Professional affiliate managers generally spend an average of 40-80 hours a month dedicated to managing, tracking and promoting your affiliate program.

4. Should I use an affiliate network?

Do you have an extra 3 hours a day for the next two or three months? Do you have an hour a day to devote to managing your program after the initial three month program is complete? An affiliate network, while it may be a bit more expensive on the outset, can help you focus your time on other profit generating tasks. Additionally, an affiliate network can help expose your affiliate program to a wide variety of experience affiliates, which means more money in your bottom line and more exposure overall.

That being said, there are a tremendous number of effective in-house solutions including some you’re likely already familiar with like 1shoppingcart.com and affiliatepro.com. These programs will help you stay 100% in control of your affiliate program and are effective at managing your program.

5. How should I pay affiliates? What type of commission works best?

This is a very important decision because it not only affects your profits, the right commission rate will help you recruit top-notch affiliates. The general rule of thumb is to set your default commission rate at a rate you can afford to pay while leaving room for time limited commission increase offers, promotions, and private offers. For example, if you can afford to pay 50% of your gross profit margin, pay 25% instead and tier it so that after a sales goal is reached they earn 30% or you can bump it up to 50% during the holidays or during typically low sales times.

6. How do I recruit affiliates?

Your customers may be your best affiliates. After all, they already appreciate and enjoy your products or services. A simple link on your website is a good place to start. Here are a few ways to find quality affiliates:

Online forums. These are excellent places to meet and greet and connect with like minded individuals. They’re also a good resource for affiliates who are interested in, motivated, and qualified to sell your products and services. Using a forum, you can announce your affiliate program. Be careful to not ‘sell’ on the forum as most forums look down on this and may kick you off. Additionally, you can include a link to your affiliate site in your signature.

Find websites that link to your competitors and approach them about being an affiliate for you. Likewise, you can find affiliates using your favorite search engine and contact them about joining your program.

One last way is to join an affiliate network or become listed on an affiliate directory. This will ensure that affiliate marketers who are searching for new products and services to promote. However, keep in mind that many beginner marketers also seek products and services to promote via affiliate directories and they may lose interest and motivation before they ever make a sale. This isn’t a strong deterrent because they don’t get paid unless they make a sale, however it should be noted.

7. What is the best way to communicate with my affiliates?

Email is the general tool of choice, which makes an auto responder a fantastic tool for basic emails like the welcome email, introducing promotions, coupons, sending links and banner ads, and answering Frequently Asked Questions. It is also generally advisable to have an email address, fax number, and telephone number available for when affiliates have questions that are not answered by your frequently asked questions web page or when they simply want to speak with you.

8. How do I motivate affiliates?

Money motivates no doubt about it. That being said, affiliates are also motivated by feeling that they’re important to you. This means when they ask for your time, you give it. Additionally, promotions, bonuses, prizes, contests, and commission increases are all tools to motivate and inspire affiliates. Constant communication, like sending a weekly or monthly Ezine, will also help remind your affiliates that you’re out there and invested in their success.

9. Do I need to hire an affiliate manager?

The answer to this question really depends on your needs. How large is your company? Do you have the time to manage your program? Do you have the skills to manage your program? An affiliate manager is the person that:

Recruits affiliates

Communicates with affiliates

Develops, tracks, and reports on promotions

Develops programs to enhance affiliate program

Motivates affiliates

Tracks sales and pays affiliates

Monitors your competition

These are all extremely important functions and if you have the time to handle them yourself, excellent! If you do not, then consider hiring an affiliate manager.

10. How do I find/hire an affiliate manager?

Outsourcing an affiliate manager is fairly easy to do. There are hundreds available with a quick online search. You can ask associates, inquire at online forums, or post an advertisement seeking someone to fill the position. Depending on the complexity of your affiliate program, you could consider a well qualified virtual assistant for the job. The skills your affiliate manager will need are:

Organizational skills

Communication skills

Attention to detail

Knowledge of online business, internet marketing, and basic ecommerce operations

Basic html and graphic experience are a plus

Because they’re going to be representing you, you’ll want to make sure they’re personable.

About Author

Jeremy Gislason is a leading expert on membership sites, marketing and online business. For more Business Strategies, Resources and Affiliate Manager Software visit MemberSpeed.com

Enterprise Marketing Management (EMM) is becoming a popular tool to assist companies with the implementation of their relationship marketing plans. Enterprise Marketing solutions are designed from a marketing perspective, enabling companies to nurture prospects. EMM helps companies generate more qualified leads, develop profitable long-term client relationships, retain customers, and win back clients who may have become inactive.

EMM solutions may help your business sort out some of the challenges that are presented every day in the execution of a successful relationship marketing plan. Demands on marketing teams are increasing, as business leaders understand the importance of successful marketing strategies for their bottom line. Enterprise Marketing Management is a set of software solutions that can assist with building and maintaining a successful relationship marketing plan for your company.

Some of the difficulties that an EMM solution can help with are:

Creating Brand Consistency

Brand consistency is necessary for a successful business, as well as for a successful relationship marketing plan. Having a consistent product which customers can rely upon assists in building trust and customer loyalty. EMM solutions can assist with building brand consistency for your company by allowing marketing teams to manage and control marketing assets in a central database, while still allowing access to the data by the rest of the company.

Delivering Personalized Communication

Collecting customer data for prospective clients is a relatively simple process. Using that customer data to contact clients in a personal way is the end goal of such data collection, and it is challenging. An EMM system can help your company execute highly personalized communications based on customer needs as revealed by your initial data collection. This specialized system will help your company execute a more thorough relationship marketing plan.

Ensuring Security

Identity theft is a pervasive issue, and a very real threat. Customers will not tolerate security breaches regarding their personal information. Implementing an EMM solution into your relationship marketing plan can help you build strong privacy practices, as well as protect your customer data through the most reliable and up-to-date security technology.

Creating Customer Value

Creating customer value is an important tool for staying competitive in an aggressive marketplace. Competing on price and product features alone, which are the standard measures used for competition, are no longer enough to sustain a place in the current marketing environment. By having a relationship marketing platform as part of your marketing scheme, you will build strong relationships with your customers that will create loyalty and inherent value.

Using an Enterprise Marketing Management system to manage your company’s marketing activities, will enable you to better understand the needs of your customers, which in turn will create lasting relationships with your clients that are of greater value than either your products or services alone. Creating value for your company through solid customer relationships is the primary tenant of relationship marketing, and implementing and EMM system can help solidify this process.

About Author

Christian Fea is CEO of Synertegic, Inc. A strategic Collaboration Marketing consulting firm empowering business owners to discover and implement Integration, Alliance, and Joint Venture marketing tactics to solve specific business challenges. christian@synertegic.com
http://christianfea.com