Marketing in Cyprus Moving Forward

Marketing in Cyprus has always been very traditional with mediums of print advertising, direct mail and TV very much dominating for big local brands but as the proliferation of media continues, and globally people spend more and more time online, local companies in Cyprus have started to seriously explore the arena of emarketing and how it can help their bottom line. Increasingly local companies’ websites are becoming more interactive, consumer brands are doing SMS campaigns to promote new products and more online campaigns are surfacing in the market.

Driven by the need to justify their departments and budgets, Cyprus marketing managers also need to start to consider accountability and measurement of ROI of individual campaigns, something which becomes increasingly easier with online marketing initiatives. The need to effectively compete in a global market and also expand to reach clients outside a small local island base is another incentive for embracing emarketing.

The challenge? The older generations in Cyprus are not all computer literate, and the percentage of ‘silver surfers’ apparent in other countries has not materialized yet in the market. There is also a lot of fear associated with the internet also, especially around ecommerce and mistrust with online payments or claims made by companies online.

In line with global trends however, this view should begin to change, as more Cypriot companies begin to offer customer value and benefits online which entice the reticent users to venture onto websites. Once good levels of customer service and great user experiences begin to appear around Cypriot firms’ websites actually targeting customers in Cyprus, this should help improve the proportion of locals willing to go online and even purchase online.

Once the target market is more active online, companies will need to become more emarketing-aware and begin to invest in not only understanding and appreciating planning an emarketing strategy, but also integrating it with their offline strategy and familiarizing themselves with emarketing tools such as web analytics, crucial for measurement of success and diagnosis of problems.

Younger generations in Cyprus are very active online; currently in over 10% of the population has a Facebook profile, largely due to the younger market, which is embracing technology. Mobile phone take up in Cyprus is almost 100% and mobile internet access is growing very quickly with the recent introduction of more providers, increasing competition and providing better charges for the consumer.

This provides a great foundation for the future of emarketing in Cyprus, as this generation of younger technologically-aware locals matures, they will be more receptive to online campaigns and buying online. Brands need to be ready to target them successfully by learning and testing online techniques now and perfecting their performance.

This needs to be done before they meet the future Cyprus consumer: the time-poor, sophisticated user who is very marketing-savvy, can fast forward through his adverts with his digital television, only listens to music downloaded online, ignores banners, disables pop up ads and throws direct mail in the bin, and who only visits sites which ultimately have a direct interest or benefit to him.

Cypriot firms need to be ready to not only provide an offer this customer cannot refuse, but to be able to target him in a way that he is happy for them to target them with, and in future, emarketing initiatives will be the only ones providing not only the returns but the ability to effectively measure returns, and also to form a more long-term mutually beneficial relationship with the customer.

Why Direct Response Marketing Wins The Gold Medal

There are 2 forms of marketing in today’s day and age. On one hand you have brand marketing, and on the other hand you have direct response marketing. The one that I choose to use is direct response marketing because the response is fast and swift. You’ll know immediately if your ad worked or not, and you can be able to make changes on the fly to tailor your ad to the marketplace.

If you’re attempting to use brand marketing to market your business, then I think you should reconsider this. Leave brand marketing to the companies who have millions of dollars to spend on advertising. If your adverting budget is less than $10k, I think you should focus solely on direct response marketing.

Many business owners feel that direct marketing is a “mad man’s” way of marketing their products and services. And also, some business owners feel that direct response is a learning curve that they’re not ready to pursue. Unfortunately however, these business owners are losing (and wasting) thousands of dollars on advertising costs and expenses.

The business owners who accept and use direct response marketing, are the business owners who will find that they should have been doing this for the longest time — simply because it is so profitable. Why some business owners don’t want to make the transition to direct response is beyond my mind’s most infinite intuition. But if you can be smart and heed to my advice, you will definitely find your business staying in the profit zone.

One of the best reasons why I like direct response is because it’s trackable and measurable. If I ran a full page ad with nothing but a picture on it and the name of a company at the bottom of the ad, I would have no idea of whether or not the ad was a success. But if I ran a full page direct response ad, I would know whether or not (immediately) whether the ad is working due to the responses that I would have gotten from it.

Don’t run ads promoting your business name. Instead, focus on your prospects most delicate feelings, and appeal to their wants and needs. You sell something for a reason, and that reason is because your ideal prospects have a problem that needs to be solved. So it’s best to lead with your best foot first, and to start off your ad with a headline that gets their attention.

Make sure you make your contact information clearly visible in your ad. If you have a website, include it also. And if you have a fax number and email address, include these items also. You want to make it easy for your prospects to respond back to you in a very simple way.

If you can choose to use direct marketing instead of traditional brand marketing, you will find that the response between the 2 are so vast that it’s clearly better to do direct response alone. Leave the ineffective stuff alone, and only stick with winners.

Good luck with trying direct response marketing in your business today.

Direct Response Radio Advertising Must Target Hispanic Radio Market

With more and more direct response advertising aimed at the Hispanic market, this poses two questions to the advertising professional. Number one, “Is the appeal more effective if made in Spanish?” The answer according to research is a resounding “yes.” According to the Strategy Research Corporation, 96% of Hispanics prefer to receive their information in their first language. Secondly, advertisers need to consider the most effective medium to reach this market. Radio according to the same study is the clear answer. The SRC found that the Hispanic consumer is also a big radio consumer as 92% of Hispanics listen to the radio every day and 9 out of 10 Hispanics listen to Spanish language radio.

The Christian population among Hispanics is especially influential and is a viable advertising target for many consumer driven products. This has certainly been seen in the 2008 Presidential election with both candidates appealing to this growing minority. Prior to the election, Yuri Mantilla, director for International Governmental Relations for Focus on the Family called 2008 as the “Year of the Hispanic”. Said Mantilla, “We are the nation’s largest minority and we are poised to make a difference in some of the tightest races because of our concern for family, for life, and for faith. Hispanics are not a monolithic bloc, but a thriving family community, and our values are the values on which this nation was founded.” As more and more advertising dollars are available to Spanish speaking radio stations, we recommend that direct marketers work closely with copywriters at employed at radio stations. It is their job to make the ad message relevant to the Hispanic consumer. As in all languages, it is not enough to simply translate existing English copy into Spanish, rather it must appeal in Spanish with all Hispanic idioms in place. The best way to lose ground with a Hispanic consumer is to assume our English meaning applies.