Services Marketing:

When it comes to marketing a service it can at times be more challenging than marketing a product. You are not selling something that is tangible; you are in fact selling the invisible. When selling a service the customer experience is extremely important to closing the deal and marketing effectively. The experience has an impact on the perceived value of the service. Services also tend to have the reputation built on one person. The people involved in selling and performing the service have the ability to make or break a company's reputation. It's harder to do damage control for service companies, which means you must always be on your game and your reputation must remained untarnished and pristine. Consumers often find it more difficult to compare service vendors. They can not touch or feel the product, rather they have to trust that the service will be performed as promised. How can you help your consumers compare you to other vendors? A service can not be returned. If a service is purchased, but does not live up to the consumers expectation they can not return it for a new product. This costs the consumer time and as individuals our we often few our time as more valuable than money. How do you market a service company? Keep in mind that in traditional marketing we have the 4 Ps. When it comes to service marketing we add three more. Traditional marketing components include:

Product Price Place Promotion

When it comes to marketing services you add three more components to consider. They include: People All people involved either directly or indirectly of the consumption of

a service is important. People can add a significant value to a service offering. People sell the service and either make or break the marketing of the services you offer. It's time to take a look at the "face" of your service and evaluate. Physical Evidence The way that service is delivered needs to be communicated and followed through. You are creating an intangible experience so communication and documentation is the only physical evidence you have to share with your consumer. Make sure you are doing enough of it. Process Procedure and flow of activities of how services are consumed is an essential element to your strategy in marketing a services. Everything must run smoothly to keep the trust of your consumer. By developing your 4 Ps of marketing and enhancing them with the three mentioned above you can successfully market your service even though you are selling the invisible.

Telemarketing
Telemarketing (sometimes known as inside

sales or telesales) is a method of direct

marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many. Procedure: Telemarketing may be done from a company office, from a call centre, or from home. It may involve either a live operator or a recorded message, in which case it is known as "automated telemarketing" using voice broadcasting. "Robocalling" is a form of voice broadcasting which is most frequently associated with political messages. Robocalls are known for failing to add numbers to their do-not-call list and repeatedly interrupting individuals at all hours of the day. An effective telemarketing process often involves two or more calls. The first call (or series of calls) determines the customers needs. The final call (or series of calls) motivates the customer to make a purchase.

Prospective customers are identified by various means, including past purchase history, previous requests for information, credit limit, competition entry forms, and application forms. Names may also be purchased from another company's consumer database or obtained from atelephone directory or another public list. The qualification process is intended to determine which customers are most likely to purchase the product or service. Charitable organizations, alumni associations, and political parties often use telemarketing to solicit donations. Marketing research companies use telemarketing techniques to survey the prospective or past customers of a clients business in order to assess market acceptance of or satisfaction with a particular product, service, brand, or company. Public opinion pollsare conducted in a similar manner. Telemarketing techniques are also applied to other forms of electronic marketing using email or fax messages, in which case they are frequently considered spam by receivers.

Telemarketing is often criticized as an unethical business practice due to the perception of highpressure sales techniques during unsolicited calls. Telemarketing calls are often considered an annoyance, especially when they occur during the dinner hour, early in the morning, or late in the evening.

E-Marketing
E-marketing, also known as digital marketing, web marketing, online marketing, search marketing or internet marketing, is the marketing(generally promotion) of products or services over the Internet. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM),search engine optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies.

Business Models:

E-commerce: A model whereby goods are sold directly to consumers (B2C), businesses

(B2B), or from consumer to consumer (C2C). Lead-based websites: a strategy whereby an organization generates value by acquiring

sales leads from its website. Similar to walk-in customers in retail world. These prospects are often referred to as organic leads. Affiliate Marketing: a process wherein a product or service developed by one entity is

sold by other active sellers for a share of profits. The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs. Local Internet marketing: a strategy through which a small company utilizes the Internet

to find and to nurture relationships that can be used for real-world advantages. Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions.

One-to-one approach
In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach the user personally.This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach usually works under the pay per click (PPC) method.

Appeal to specific interests

Niche Marketing
Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products. Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge. For example, whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice toasters.

Niche marketing provides end users of such sites very targeted information, and allows the creators to establish themselves as authorities on the topic or product.

Geo-targeting
In Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.