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WEB CLUSTERS - Global ideas at a local level

Ask yourself a simple question. Where does the majority of your research start on most topics: holidays, films, drugs, health, laboratory supply or science. If you haven't answered "the Internet", then this page is not for you....or maybe it is!

 

That's because over 90% of people use this medium regularly and the younger generation even higher percentages and whilst on the move using a plethora of mobile devices.

 

 

As you can see from the graph on the right, non English speaking use of the Internet is accelerating as this global phenomenon develops. Individuals in other countries are increasingly gravitating away from English to their native language. This is supported by the major search engines going local! For example, Google.it, Google.de, Google.fr, Google.dk and many more. Add to this the massive business development at a local level and international companies can see that just being pro-active in English will be insufficient as the competition and digital infrastructure grows. Doing nothing is no longer an option!

 

Manufacturers need distribution at the "coal face" of sales, but also require marketing to be undertaken with all the features, benefits and brand messages of their suppliers products and company. Despite the Internet being seen as a cost effective method of marketing, this like all media has become more complex and costly. A great deal of knowledge is also needed to implement an effective strategy to market products and see a significant response. A distributor is also under enormous pressure to support all its suppliers and with margins often getting less, any investment is studied very critically.

 

Without exposure a brilliant product may never see the success it deserves in the market place and many manufacturers rely solely on distribution marketing investment. Being more pro-active and supporting a distributor by introducing a digital marketing strategy at a local level provides benefits to both parties.

 

This strategy, depending on a company's size, the competition and the product itself may see the benefits of a cluster marketing system. Combined with viral and direct marketing the results can be remarkable allowing the manufacturer to promote its brand, its vision and its products. In addition the accumulation of end user data is invaluable for both future marketing, product development and planning.

 

There are many ways of building a strategy and the operational tools and some may already be in place. There are however certain guidelines that if followed may produce the most effective results over both the short and long term. Many of these guidelines involve technical knowledge, some digital marketing experience, some market knowledge and of course the rest is just hard work!

 

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