First Blog

SOSTAC Review I’m writing this blog post as a response to a publication that can be found here: https://www.researchgate.net/publication/315488492_'Jellies_Jaffas'_Applying_PR_Smith's_SOSTAC_Marketing_Model_to_an_Online_Confectionery_Start-Up The publication is a detailed explanation of the application of the SOSTAC marketing model by the author Michelle on a start-up concept, in this case, an online confectionary business. Fig.1: A Google image search sample of the SOSTAC model In sum, the report is properly delivered and it gives a good overall understanding of the six SOSTAC steps. However, as the report is focusing on a start-up, I feel some some of the steps are a bit out there. It seems this start-up in online candy needs to invest heavily in a Google ads program and expensive software packages like Salesforce and Tableau. In this specific case, I would focus my attention solely on competitor benchmarking including a SWOT analysis. The popularit...

Creating Buyer Personas By creating buyer personas marketing professionals are helping themselves to structure their idea of the ideal customer. A clear picture of the ideal customer will laser guide any marketing and communication efforts. It will help a company to enable an effective digital marketing strategy targeted at the right audience. When selling a product or service it’s important that you really get to know your potential customers. It really depends on the type of business but let’s say that you are running a local gourmet coffee shop that needs to compete with global brands like Starbucks. How do you define what is the right customer to target your marketing efforts on? Would you target the Millennials who appreciate local produce, quality and an authentic experience? It can be useful to create multiple personas when you sell a product that can serve a very broad audience, like coffee. You may lose sight of any potential customers if you focus on a sing...

What started out as an online diary or the sharing of information between individuals turned out to have a significant impact. Personally, I started to follow a political blog back in the early 2000’s which has become very mainstream today and even influencing public opinion. It shows that blogs have the ability to match up with the traditional news outlets and to represent an alternative and independent way of covering events. By this, it proofs the power of the internet and the effectiveness of modern day digital communication strategies. Moving forward and looking at the future, it’s pretty clear that the traditional media outlets need to up their game to compete with individual and independent sources. With the rise in popularity of vlogging –  a video blog – not only news but every segment of online content will keep evolving. For example, beauty vlogs where big commercial parties are using individual influencers as a marketing tool. You can see this happening in ...