Post about "Marketing"

The True Essence of Digital Marketing in Dubai Real Estate

Digital Marketing brings about great evolution in the field of marketing and regardless of what industry the concept is interpreted, there is always room for innovation and creativity. Unfortunately, this concept is not well adopted by Dubai Real Estate in the recent times, and a Pied Piper (of Hamelin) approach has been followed by most of the digital marketers which is losing the true essence of Digital Marketing. Most marketers try to copy the concept of one another and sometimes unlawfully even disguise their artwork concepts to catch leads online which although works great for numbers but it is almost zero when it comes to conversion because of quality.In the basics of marketing, it is taught that every product has its own unique selling proposition (USP) and thus has a different target audience, where one marketing strategy cannot be applied to all. The setback of not following this concept has brought about digital marketing to such a stage where almost the same advertisements are being exposed to same audience over and over again via social media, emails, SMS and online portals which dilutes the interest and confuses a genuine client to what should be opted for amidst this war of similar offerings around all digital channels. Additionally in this process there has been a huge wastage of resource occurred that could have been capitalized better if an optimal utilization approach was adopted. One of the major reason witnessed behind this scenario is the gap that exists between marketing team and their on-ground experience of real estate. Generally, the organizations when they outsource their marketing campaigns to external agencies the objective of both the parties are different where the organization intends to save cost for the marketing campaign and on the other hand the marketing agencies focus on generating more numbers in leads so they can argue on their next contract renewals. In the whole process the essence of advertising the USP of the property is deprived and instead of targeted marketing, the approach goes to mass marketing concept which then again goes against the literature of digital marketing. The only party happy in this scenario is the service provider that are Google and Facebook as their business earns more revenue as the competition gets intense and companies are willing to pay more for the same campaign.The digital marketing especially social media, SEO and SEM works mainly on bidding structure for a certain set of audience, and of course the mightier bid wins the race, but a well experienced marketer would always opt for an optimal bidding strategy on a specific target segment which would reduce down the cost per qualified lead significantly and eventually would utilize the concept of digital marketing to the fullest. It is high time now that marketers and especially digital marketers should realize the full potential of digital marketing and bridge the gap between knowledge of Dubai Real Estate and marketing approach which would immediately provide better results. The second step includes researching on the appropriate target audience for a specific property and justifying the time spent on this research which would discriminate quality versus quantity at large.The culprit of this situation cannot be solely blamed upon digital marketers, rather the industry leaders and deciding management have also contributed to a large extend where they have missed out on allocating the right resources at the right time on the right places. Firstly, it is highly suggested to conduct digital marketing in-house since the stakeholders involved in the campaign are many at times exposed to sensitive data of clients and an in-house marketing resource would be not only be focused more upon generating quality leads, but would abide by the values of the organization and would not put up fake or flashy ads which in the long run only results in wastage of monetary resources. Additionally, there should always be an experienced real estate personnel working closely with the marketing team to ensure the research and messages are appropriate and accurate. In the event that organization intends to outsource marketing campaigns, it is highly advised to allocate an experienced personnel as a point of contact for the agency who would not only monitor the progress but would work closely to devise campaigns and messages which only would ensure success in the long run.Although, the current situation depicts not a very good picture for digital marketing in Real Estate, but if this Pied Piper approach is not followed and right tools are used by the right person with the right resources, there is still a lot to be extracted from the benefits of digital marketing.

Build a Small Business Network to Help Your Business Succeed

As a small business owner you can often feel alone, even when surrounded by many people.How is this possible? The answer is that many small business owners keep their business challenges to themselves. They don’t want employees, or customers, or suppliers, or family and friends for that matter, to know that they have business issues that might be difficult to manage.If this describes your business environment, consider building a business network to help you manage your challenges and grow your business.What is a small business network? In this instance it is a network of either similar or dissimilar small businesses that work together to help each other solve their business issues and also to help each other manage and grow their businesses.Let’s examine an example of a small business network for similar businesses. A group of between eight and twelve business owners in the same industry but in non-competing locations set up a peer business network. They get together (either face-to-face or online) at a regularly scheduled day and time (maybe monthly or quarterly) to discuss their small business strategy and issues and they each ask for, and get, feedback from the rest of the group — all experienced business owners of similar type businesses.Some of the discussion might center on human resource issues such as training, hiring, firing, turn-over rates, and comparative wages or salaries. Other discussions might be on common customer centric issues such as turn-around times, over promising and under delivering, quality, service, handling difficult customers. Some sessions might focus on business planning, marketing planning, sales planning or results from plans.To form this type of group, business owners could meet through national or international industry trade associations. To make this type of network work, the participants must sign confidentiality agreements and non-compete agreements — even though today the businesses are non-competing, there is no guarantee that tomorrow they won’t be competing. It is important that legal advice is obtained at the start of setting up this type of network — your group will need to know what is allowed or not allowed by government competition acts.The advantage of this type of network is that all participants already know and understand the industry and can bring that knowledge and expertise to the discussions.Now, let’s examine an example of a small business network for dissimilar businesses.This type of network would work best in a group of not less than eight and not many more than twelve business owners (too small and the input is weakened; too large and it’s hard to have a voice or hear what’s going on). This group would get together on a regular basis (likely monthly) and review each business’ progress, operations, challenges, or the designated topic of the month. Since this is a network of non-competing, dissimilar businesses, the group could be local and meetings could be face-to-face.An advantage for local meetings is that the group would be operating in the same economic climate and would have a thorough understanding of what that means to local businesses. It would be relatively easy to form a local group by meeting businesses through local small business associations.Topics could be selected in advance by month, by quarter, by year and each business owner would attend a network meeting prepared to discuss issues surrounding that topic. For example, one month’s topic could be about reducing the cost of financing and sharing tips and tactics. Another month’s topic could be about the use of the best and most successful recruiting methods for that local area. Another month’s topic could be on creating a business plan and the necessary tools to do so.In this type of network it is also important to have confidentiality agreements and non-compete agreements at the start of the network meetings. You will want to have the assurance that if someone leaves the group that they won’t share confidential information with others.The advantage of this type of network is that you can more easily set this group up in your local market so that face-to-face meetings would not be difficult and that you might actually get more out-of-the-box thinking from business owners outside of the industry who are not constrained by past practices.For both types of networks, use an outside facilitator to ensure that the group stays on track and that each member gets out of the network what it needs (its reason for joining). The concept of a business network is to provide small business owners with a small business advisory group to test solutions, find answers, change old ways of doing things, and more. In large businesses, that type of network support typically comes from other departments or management. In small businesses, a strong small business network is part of an overall business community that becomes part of the infrastructure for your business’ success.