What Is Digital Marketing?

In the last decade, the reliance on the Internet has certainly changed the way in which business is conducted. It is clear to most business owners that without an online presence, your business is truly missing out on a majority of marketing, advertising, and success. Nowadays, anyone who is anyone maintains their own blog, social media platform, and of course a website. If you are a business owner and you do not have a website, you are neglecting to market yourself in the most effective way. That is why it is critical for every business to not only build a site for themselves, but also reinforce its presence through digital marketing.

What is digital marketing? And, how/why is this kind of advertising so important to a business? Let’s consider these important elements of online strategizing:

What is digital marketing?

In its very essence, this kind of advertising conjoins the promotion and advertising in an online platform. The basic principles, values, ad tactics of traditional marketing are still at the core of this innovative phase, there is a seemingly more insightful guise into the consumer behavior and target demographic. This digital promotion possesses all kinds of internet marketing, however it focuses on digital media. SEO is only one kind of digital marketing tactic.

The way in which digital promotion is enforced is another interesting property. Various sources can be utilized to promote products and services of a business, including websites, mobile devices, instant messages, and SMS among many others. In addition, the digital nature of this kind of marketing is regarded as one of the most cost effective means of advertising.

Two kinds:

Push digital marketing: Just as the name suggests, push marketing is projected to push the advertising information directly toward the target clientele. Often times, marketers will initiate the push marketing through email, RSS, or SMS, truly targeting the receiver or clientele with a personalized message. This means is also powerful in that it is easy to track, monitor, and measure the relative efficacy of the marketing.

Pull digital marketing: The pull method of marketing is aimed at garnering customers to come to you. The marketing for this means will be communicated to compel the individual to make a call to action or come visit your business. The most obvious or pervasive example is a web page, website, or any other Internet based medium. While this means of digital advertising is not as easy to personalize or track, it is still effective and powerful nonetheless.

The Marketing Environment

No business exists and operates in a vacuum, but as a part and parcel of the environment in which it finds itself. Efficient and effective marketing strategy is a function of the marketing manager’s ability to understand the environment in which the business operates.

The marketing environment consists of a set of factors or forces that operate or influence a company’s performance in its chosen target market.

Jain (1981:69) defined the marketing environment to include all those factors that may affect the organization directly or indirectly in any perceptible way. Marketing environment factors affects the organization by the way of input and the organizations also affect the environment by output. The relationship between the organization and the marketing environment is often referred to as “inseparable” the organization and it environment are constantly in a state of: give and take” or homeostasis.

The marketing environment consist of those forces or element that impacts on the company’s capability to operate effectively in its chosen target market.

The marketing environment is divided into two major components. The elements are,

Internal environment: the internal environment is concerned with the controllable variables. Controllable variables are categorized into two groups, they are; the strategy variables and unmarketable variables. External environment: the external environment is concerned with the uncontrollable variables. These variables are called uncontrollable because the marketing manager cannot directly control any of the elements. The marketing manager is left with the option of adapting to the environment by prompt observation, analysis and forecasting of these environmental factors. The external environment can further be divided into two components, the micro environment and the macro environment.

Micro environment:

The elements that fall under the micro environment consist of forces or factors in the firm’s immediate environment that affect the firm’s capability to perform effectively in the market place. These forces are suppliers, distributors, customers and competitors. Let us discuss each of the variables in details.


Suppliers are business customers who provide goods and services to other business organizations for resale or for productions of other goods. The behavior of certain forces in the suppliers can affect the performance of the buying organization positively or negatively. The critical factors here are the number of suppliers and the volume of suppliers to the industry. An audit of the suppliers will enable us to appreciate their strength and bargaining power, which the suppliers hold over the industry as a whole. The answers to the issues concerned have the potentials to affect the capability of firms in the industry to effectively deliver need-satisfying goods and/ or services. The trend today is that buyers attempt to persuade the supplier to provide exactly what the firms want. This process is known as “reverse marketing”.


Customers are those who buy goods and/ or services produced by the company. In a purchase chain, different people play significant roles before a purchase decision is made. The various influences must be understood. The customer may be the consumer of the products where he/she is the user. The critical factor here is that needs and wants of consumers are not static. They are fast changing. The changes in the preferences of the consumer create opportunities and threats in the market. The changes called for the marshaling of separate strategy to either fit into windows of opportunities or survive the threats in the market. A good knowledge of consumers’ behavior will facilitate the design and production of goods and services that the customers need and want, and not what they are able to produce.


A competitor is a firm operating in the same industry or market with another firm. The consideration here is that, Firm A produces a substitute to that of firm B (industrial approach) or firm A and firm B seeks to satisfy the same customer need (market approach.

Nine Reasons You Should Consider a Career in Copier Sales

As a newly minted college graduate, a career in copier sales is probably not what you dreamed of when you were pulling all-nighters to pass all of those dreaded final exams. After seven years of experience as an Account Executive and Sales Manager at two different copier sales organizations, I’ve often marveled at what a smart choice working in this field turned out to be for me and many of my colleagues. Before you whiz right on by the umpteen job openings on the online job boards, consider why you might want to pursue a career as a copier sales rep:

1.Many new graduates and career changers select a career in copier sales solely for the world class training that is available. Usually, a new rep is sent for two weeks of classroom training followed up by in the field training with your sales manager and fellow sales reps. This is invaluable training that is FREE.

2. The knowledge gained as a successful performer in copier sales can open the door to more lucrative opportunities in pharmaceutical, software, medical device and financial services sales, just to name a few.

3. A representative at 100% of annual sales quota averages $60,000-$80,000 annually in base salary, commissions and bonuses. It is not unusual for a top performer to exceed $100,000+ per year in earnings.

4. Depending on your individual sales manager, you might enjoy a high degree of autonomy and job flexibility.

5. If you consider yourself entrepreneurial this is the job for you! Your territory is like owning your own business and your goal is to maximize revenue within your assigned boundaries. The skills you learn on this job are excellent preparation for owning your own business one day.

6. If you want a raise, you give yourself one by selling more copiers. There is nothing like a pay for performance work environment! After this, you will never be able to tolerate a paycheck where someone else puts limits on your earning potential.

7. Most companies provide perks, promotions and sales incentive trips for their top performers. Personally, the all expenses paid trips for two were the best part of the job for me. You and a guest enjoy all of the amenities of a Five Star Resort to places like the Bahamas, England, Cancun, Scotland or Hawaii. It’s a great way to travel the world for free!

8. Every business needs a copier device. However, depending on your assignment, you won’t spend your entire day talking to dentists only. You might meet with the Office Manager at a defense company in the morning, an IT Manager at an apparel manufacturer at lunchtime and the CFO of an entertainment company in the afternoon. You gain exposure to many different industries as well as functional areas of a company. Not only does this make the job more satisfying, it is also an excellent avenue for networking with many different professionals. Who knows what kind of opportunities your networking activities could lead to in the future?

9. Like many who’ve gone before you, you might actually enjoy the copier industry and want to pursue a long-term career in the industry. As you demonstrate exceptional sales results, most likely you will be promoted and rewarded with increasing responsibilities. The career path has a fork in the road where you must decide whether you want to pursue Account Management or Sales Management.

A candidate that enjoys the sales process and is a bit of a lone ranger usually prefers to work his way up to bigger and better accounts as a Major Account Rep or a National Account Rep. Sometimes a Rep will be assigned a Vertical Market such as Law Firms where he is the specialist in selling to only the Legal Vertical Market. The other direction to go in is Sales Management.

You would be promoted to manage a team of six to eight reps and after exceptionally consistent performance, you might run your own market as a Branch Director and manage 100-200 sales and service personnel. Most ambitious Branch Directors have their eye on ending up in the corner office as a Vice-President, eventually. The reality of the situation is that if you want to move up the corporate ladder, at some point you have to prove that you can get things done effectively through other people. This is best achieved through a Sales Manager role.

Sales – The Beginning and End of All Businesses

It’s been said by countless business coaches and experts that, “you don’t have a business until you make your first sale.” I personally would like to add-on to this statement by saying, “you won’t keep your business open, if you can’t keep selling.” Each day thousands of small business owners throughout the country fail because they have quit selling (or because they never learned how to in the first place). In fact according to the U.S. Small Business Administration, 9 out of 10 small businesses fail within the first 1 year. They fail for a variety of reasons. Some of these failing companies will blame the economy. Some of these failing companies will blame the marketing conditions. Some of these companies will blame a poor marketing campaign, or a weak supply chain system, however at the end of the day (having worked with numerous companies as a personal business coach) it seems to be that the businesses that are struggling are all struggling because they can’t sell anything.

Sure, they have a great product. Sure they have a great concept. Oh yes, they might even have a brilliant team of some of the brightest marketing people out there. Their PR team is usually solid and their office usually looks professional. When you walk onto their property you might even be greeted by a secretary that will serve you a fresh cup of coffee as you wait in their pristine lobby / waiting area. Their real estate looks good. They’ve lease some good space. But are they selling anything? Usually, and sadly, the answer is no.

Most of these businesses that I watched implode due to lack of sales usually have plenty of college graduates around. They have marketing degrees, they have PR degrees, they have business management degrees, they even have people on staff that have MBAs and Doctorates in the various aspects of business systems and management. However, the world of academia, long-winded essays and business theories don’t mean much to the business that is struggling to make sales. So what is a business owner to do when surrounded by a team of people that can’t sell? I recommend either hiring an on-going sales coach or at least making daily or weekly sales training a deeply imbedded part of your company’s culture.

Weekly or bi-weekly your team is looking for their paycheck and weekly or bi-weekly your sales team needs to be sharpening their sales calls with role plays, method training and vigorous one-on-one sales training. My friend think about this for a second. Business essentially is broken down into the following four categories and then that’s about it.

Sales – If your company can’t sell, then you are not going to be in business very long.

Leadership – If you cannot build a TEAM of motivated people that are focused on achieving a DEFINITE CHIEF AIM then your business model is not sustainable.

Accounting – If you don’t know how much you are making and whether you are making money or not it is going to be very hard for you to stay in business much less grow. It’s hard to improve something that is not quantifiable.

Investing – If you are spending ½ of your revenue paying the government a “stupid tax” because you have no clue how to invest in commercial or residential real estate then it will be very hard to ever get out of the rat race.

So if business is so simple, and it all begins with sales…why is there not more formal training available for those desiring to improve their sales skills?For those of you reading this that have already left the college campus and entered into the unforgiving world of entrepreneurship and capitalism, you have probably found yourself wishing that you knew more about sales, negotiation and the art of persuasion. And so to help bridge the gap between academia and the real world of entrepreneurship, here is the “Entrepreneur of the Year’s” abbreviated training on SALES 101. Read and apply the information below and it could change your sales career forever.

Step 1 (of any sales presentation) – Build a sales script for you and your entire team. If you are the boss, it is absolutely vital that you take the time to script out a phone call / face-to-face presentation that works. For example, in the world of commercial real estate I have found that the majority if time, I am going to be talking with the secretary of a older wealthy investor on the phone nearly every time before I get to speak with the prospective or current building owner. Nearly every time, I am going to be talking with the secretary before I reach the prospect. THINK ABOUT THAT. Nearly, every time it is the same. In your business, certain aspects of every sales call are nearly the same every time. People like you and I that are crazy enough to start are own businesses or our own sales presentation, are simply making it up as we go. We are improving our call nearly every time. With each rejection we are refining our presentation. So when you finally do figure out how to get through the “guard dog” (secretary), wouldn’t it make sense to take the time to write down the system and the method that works. Do you really want your commission sales people to spend 2 months learning how to get rejected, when you already know what works? No. Make a script. A sales script is nothing more than a sales recipe for success. It takes a little bit of this and a little bit of that and you want to say this here and says this there and then ask this question here and then BOOM, you have a deal. Take the time to make a script. Take the guess work out of your sales team’s presentations.

Step 2 – Make sure that your sales presentation includes the following 4 variables in this order (regardless of your industry).

Rapport – Make sure that your sales presentation has rapport building questions that work and that stimulate good conversation.

· Every human’s favorite topic is themselves, so keep that in mind when building your script.

· Practice conversation generosity. Your prospect should spend the majority of the time talking. 70% of the time your prospect should be talking and 30% of the time, they should be listening to you. Make sure you have enough rapport building questions in your script for you to be successful in achieving the 70 / 30 ratio.

Needs – Make sure that your sales presentation accurately pin-points your prospect’s needs. If you don’t know what your prospect wants then how could you possibly guess at what they accurately want. Unless you want to become a mental telepathy expert before you close your first deal, you had better be asking some solid questions to determine their needs before you begin giving them your product’s benefits.

Make sure that you have at least 10 “need finding questions” in your script. Your sales people should never run out of good questions to ask.

Make sure that your script is not backed by the belief that selling is telling. Selling is not telling, it is listening. Listen your prospect’s needs, then sell them a solution to their problems.

Make sure that your “need finding questions” unearth a dissatisfaction that the prospect has with their current product, service or way of life. Your product must then provide a solution for this problem.

Benefits – Make sure that your sales script sales benefits, not features. No one cares about what kind of technology was used to make this or that. No one cares about the model number of your product. No one cares about the unique hand-crafted what-not that went into making your product until they know what they product or service can do for them.

Make sure that your sales script provides your team with at least 5 solid benefits that clearly explain to the prospect why this product will provide a solution to their product.

Make sure that your benefits are fact based, not puffery based. No one wants to hear that your product is “the best,” or that you are “number one.” They want to know what your product can do for them. They want to know how your service will enhance their lives and make them feel better.

Make sure that your benefits are focused on making a “Win-Win” connection with every customer. Your benefits must explain to your prospects how this product clearly will benefit them and you, or they will become very skeptical very quickly.

Call-To-Action / Close – Make sure that your script includes a call to action. If you meet with someone and you do not come home with a “sale” then you have accomplished nothing. You would not believe how many sales professionals are out there concluding their ½ hour presentation with, “and so if you all want to just get back with me, then I’d love to work with you.” This statement is bogus. No one wants to meet with you for a ½ hour about nothing. If you are going to spend the ½ hour of time needed to meet with someone you might as well close the deal. You might as well ask for their business. If you don’t ask, you most certainly will never be told yes. If you live in fear of rejection, then life will reject you by default. Go ahead and go for the close every time.

Make sure that your close is backed by the belief that one should eat a cow one small piece at a time.

Make sure your script first asks the customer “does that make sense?”

Make sure your script then asks the prospect, “which package do you think would be best for you all based on what we have talked about? Either this one or that one?”

Make sure that your script then asks, “did you all want to pay for that via check or credit card?”

My friend, their needs to be college degrees out there at every college on “Salesology.” However, there is not and there probably never will be. If you would like more information on sales, then I would highly-recommend that you read Napoleon Hill’s “Success Skills” or the various audio trainings and books of Brian Tracy. Read those books, apply the “moves” you find in those books and make it happen. You were born to succeed. You were born to go to the top, but you must learn to sell and persuade people before you can do anything.