BroadVision Marketing Blog

[This article first appeared here in October 2022 and has been updated and revised for 2023.]

Everyone loves video. And we know that video is powerful. But brands often undervalue the power of short-form video to boost their digital marketing efforts.

Part of the problem is the idea that video is expensive. And another is not understanding the full impact of video in online marketing.

You're browsing the Internet and you click on a promising website link. But it's slow, or confusing, or cluttered and difficult to navigate. So, you leave.

We've all done it. And it's frustrating and even annoying for us. But it can be deadly to a business with a website that offers a poor user experience.

We're approaching the end of another year and will soon be in 2022. Yet, despite the turbulence and shifts of 2021, digital marketing powers on. Will you?

As with most business functions, many things will always remain the same in digital marketing, however, there are significant shifts and trends that matter. And that you want to know about.

We're approaching the end of another year and will soon be in 2022. Yet, despite the turbulence and shifts of 2021, digital marketing powers on. Will you?

As with most business functions, many things will always remain the same in digital marketing, however, there are significant shifts and trends that matter. And that you want to know about.

Introducing Marketing Strategist Philip Kotler.

This video was part of a talk given by marketing strategist Professor Philip Kotler to the London Business Forum.

Professor Kotler begins his talk by inventing an acronym on the spot: CCDVTP.

He defines that to mean:

Create, Communicate, Deliver Value to a Target market at a Profit.

• Create value-product or service management
• Communicate value-brand management
• Deliver value-customer management
• Product--how do you brand the product

Now a business is really involved in three businesses--product management, brand management and customer management

• Product management  used to take place all your company. Following engineering an idea, you made things and  asked sales to get rid of them. Product management now takes place inside and outside of the company—open innovation

• Brand management used to mean packaging, name, logo. Now it is what business is all about. Brand management inspires everything you do. This is a new direction.  In the past brand management was just mind share and heart share, now brand management includes spirit share. Businesses show that they are more than just concerned about their own interest. They show that they care for rest of world-corporate responsibility.

• Customer management is not just keeping a data base of customer, even with email and direct mail. No, now getting to know customers and know them beyond data base. Asking customers help to co-create products and advertising.

Professor Kotler ends by saying, "This is a radical change in marketing."
For more information:

• Kolter Marketing Group
• Marketing Management, 13th edition, Philip Kotler, Book Information and Review
• Philip Kotler (Author of Marketing Management)

Everyone says you need their product or service. We get it. But in today's digital world there really is one thing your business needs: Digital Marketing.

Whether you undertake it yourself or hire a digital marketing service, marketing your business online is a necessity for most every business.

[This article was first published in May 2021 and has been revised and expanded.]

Digital marketing isn't really an option in today's world. If your business can't be found online, your business may as well not exist.

Think that's an exaggeration or just a bit of journalistic hype? Think again. Estimates indicate that around 91.5 percent of web pages get no organic traffic from Google, indicating a widespread issue with visibility.