“Tailored” communications are a more specific, individualised form of segmentation. Tailoring can generate highly customised messages on a large scale. Over the past 10-15 years, tailored health communications have been used widely for public health issues. Such communications have been defined as “any combination of information and behavior change strategies intended to reach one specific person, based on characteristics that are unique to that person, related to the outcome of interest, and derived from an individual assessment.”7 Because tailored materials consider specific cognitive and behavioural patterns as well as individual demographic characteristics, they are more precise than targeted materials but are more limited in population reach and may be more expensive to develop and implement.
Smokey Bear and his admonition, "Only you can prevent forest fires," when seen alone on T.V., are again just an advertisement. But taken in context of all of the work done by the U.S. Forestry Service, the result that emerges is a social marketing campaign. Smokey is trying to change a particular behavior (being careless with fire); his message is targeted at a specific audience (six to ten year olds), and information he provides (on commercials, on the Internet and elsewhere) overcomes two major barriers to children being careful with fire: ignorance and also the scientific, "it's no fun" barrier. Further, the message is supported with information provided to parents at the campsites, making it more likely they will provide reinforcement to the message. That's social marketing. It uses targeted marketing, reinforcement, and it reduces barriers--three key elements missing from the two examples above.
That’s a great tip Sean, thanks! I was thinking about what you said in your post about some companies not putting that they have affiliate links and you having to do some digging and there are couple of companies/authors who made products I love and keep using, but I’m not sure how to go ahead and ask about the affiliate link. I read the post you linked below about asking for guest blogging, which I thought was a must-read, and so, if you think of doing a follow-up on this one, would love to read some of your tips and do’s and don’t about this. Thanks again, Sean, you’re doing some very inspiring work here!
3. Change conditions before messages. Behavior is tough to change. Don't do it if you don't have to. If you can create a safer air bag, why worry about seat belts? Also, consider conditions that make adoption difficult, such as social justice, barriers due to poverty, discrimination, and poor access to services. A parent oriented program, for example, might have to address the limited time that working Hispanic parents have with teens, or the language barriers which the teen, as the most proficient English speaker in the family, may overcome while his or her parents may struggle. The most powerful marketing question you can answer is: What can I do to make it unnecessary for my audience to change their behavior and still achieve my social goal?

Let’s say you have a promotions page where you’re promoting a product via affiliate links. If you currently get 5,000 visits/month at a 2% conversion rate, you have 100 referrals. To get to 200 referrals, you can either focus on getting 5,000 more visitors, or simply increasing the conversion rate to 4%. Which sounds easier? Instead of spending months building domain authority with blogging and guest posts to get more organic traffic, you just have to increase the conversion rate by 2%. This can include landing page optimization, testing your calls-to-action, and having a conversion rate optimization strategy in place. By testing and optimizing your site, you’ll get far better results with much less effort. 


In fact, once you know where you want to go you will need to capture the direction inside your pitch deck. There will be an entire slide dedicated to this in your pitch deck which potential investors expect. For a winning deck, take a look at the pitch deck template created by Silicon Valley legend, Peter Thiel (see it here) that I recently covered. Thiel was the first angel investor in Facebook with a $500K check that turned into more than $1 billion in cash. Moreover, I also provided a commentary on a pitch deck from an Uber competitor that has raised over $400 million (see it here).

The social marketing "product" is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (e.g., condoms), to services (e.g., medical exams), practices (e.g., breastfeeding, ORT or eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection). In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers' perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem.
Social marketing aims to develop and integrate marketing concepts with other approaches to, in turn, influence behaviors that benefit individuals and communities for the greater social good. In public health, many social marketing campaigns include a specific behavior change component. For instance, a HIV testing social marketing campaign uses messages to convince people to get an HIV test.
Over the last few decades, more individuals have been starting a journey as a small business entrepreneur. Unfortunately, many fail to reflect upon their marketing strategy and plan. Like other things in a project, marketing the organization is an essential decision that starts with a plan every time. In order to get noticed in the market with a unique and consistent promotional strategy, becoming knowledgeable about market planning and its facets is crucial.
Many voucher code web sites use a click-to-reveal format, which requires the web site user to click to reveal the voucher code. The action of clicking places the cookie on the website visitor's computer. In the United Kingdom, the IAB Affiliate Council under chair Matt Bailey announced regulations[46] that stated that "Affiliates must not use a mechanism whereby users are encouraged to click to interact with content where it is unclear or confusing what the outcome will be."
Your Competition Is Already Involved. Your competitors are already involved on social media, which means your potential social media traffic and conversions are being poached. Don’t let your competitors reap all the benefits while you stand idly by. If, somehow, your competition is not involved on social media, there’s even more of a reason to get started—the field is open.
Many affiliates struggle to make enough profit from the sales they make to allow them to reinvest that money into more content or marketing. Once you do find a product that people can and will buy online, make sure it offers enough commission per sale to make it worth your while. There’s little sense in promoting light bulbs for 1% profit per sale.
Over the last few decades, more individuals have been starting a journey as a small business entrepreneur. Unfortunately, many fail to reflect upon their marketing strategy and plan. Like other things in a project, marketing the organization is an essential decision that starts with a plan every time. In order to get noticed in the market with a unique and consistent promotional strategy, becoming knowledgeable about market planning and its facets is crucial.
Social Marketers focus tightly and continuously on their target audience or consumers. This emphasis on the consumer is social marketing's greatest asset and the most significant contribution it can bring to any program. All too often, program organizers are so focused on the changes they want to achieve and the messages they want to convey, that insufficient emphasis is placed on understanding and effectively reaching the people they are trying to influence.

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

A good amount of marketing on the internet can be done for free, but sometimes it's worth spending some money on effective and professional looking options. For example, although you can get free web hosting, it's not recommended. Ideally, you should pay for web hosting to make sure that your website doesn't experience downtime, as well as a professional domain name. Fortunately, you can buy both for less than $100 a year.
Chart to success: We all know that plans are imperfect things. How can you possibly know what's going to happen 12 months or five years from now? Isn't putting together a marketing plan an exercise in futility . . . a waste of time better spent meeting with customers or fine-tuning production? Yes, possibly but only in the narrowest sense. If you don't plan, you're doomed, and an inaccurate plan is far better than no plan at all. To stay with our sea captain analogy, it's better to be 5 or even 10 degrees off your destination port than to have no destination in mind at all. The point of sailing, after all, is to get somewhere, and without a marketing plan, you'll wander the seas aimlessly, sometimes finding dry land but more often than not floundering in a vast ocean. Sea captains without a chart are rarely remembered for discovering anything but the ocean floor.

Affiliate marketing has grown quickly since its inception. The e-commerce website, viewed as a marketing toy in the early days of the Internet, became an integrated part of the overall business plan and in some cases grew to a bigger business than the existing offline business. According to one report, the total sales amount generated through affiliate networks in 2006 was £2.16 billion in the United Kingdom alone. The estimates were £1.35 billion in sales in 2005.[19] MarketingSherpa's research team estimated that, in 2006, affiliates worldwide earned US$6.5 billion in bounty and commissions from a variety of sources in retail, personal finance, gaming and gambling, travel, telecom, education, publishing, and forms of lead generation other than contextual advertising programs.[20]

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