Tutor profile: Praveen P.
What should be the tone of your written communication for marketing a product targeted to the mass audience?
Whenever a product is targeted to the mass market generally, the communications should be in simple, easy-to-understand language, and must not beat around the bush. Written format of communication could include the copy that is displayed in the TV commercials, hoardings, full-page newspaper ads, or even your social media posts. If a product is targeted to the mass market, then the written communication should be crisp and to the point. A single line of copy should be able to tell the targeted consumers what value that product would provide them and why they should choose that over the competitors' products. As a mass marketing product, communication would be in phases. Thus, the tone of written communication should be able to assert the value of the brand. At times, it needs to be authoritative in tone and communication the value of a product without overselling. Also, if the company adopts a guerilla marketing approach, then written communication should create a buzz about the product that will make the target audience take time and notice the product. The tone and language here needs to be highly noteworthy and at times the written copy should also take a stab at the competitors. These are some of the tones of written communication that a copywriter should adopt to communicate the upcoming product to the mass audience.
What are the content marketing trends that you cannot ignore in the year 2019?
Content marketing is part of the holistic digital marketing domain of businesses. However, the conventional strategies that worked in the earlier years will certainly not work in the coming years. Because digital marketing itself is undergoing a dynamic shift at irregular intervals, therefore, leaving businesses with little time to adapt to the new scenario. In the coming years, businesses will have to shift their content marketing strategies to the emerging trends that can't be ignored. These include: 1. Aligning your content strategy to the business goals: In the previous years bringing visitors to your websites or creating a buzz in the consumers about your brand by using a tactic or two would have worked just fine. But with a lot of emerging brands involving in clickbait tactics to lure visitors, this may not work for your business in the long run. Thus you have to make your content strategy communicate your business goals to the consumers clearly. 2. Keep it original: With overfeeding of content from all channels of marketing, consumers are more confused among the myriad brands. You can build a brand only if you communicate truthfully and deliver what you promise. Unrealistic communication to attract consumers will not work any longer. The content strategy of a business should keep it as realistic as possible. 3. With an increase in social media, there are lots of individuals who have built a sort-of-brand from themselves. These are also known as micro influencers who are highly effective in pushing your products and services to their followers. Thus, content strategies should also target these micro influencers and convince them of a product's or service's value. They, in turn, influence their followers and help accelerate the sales of your business. This happens because consumers are savvier than ever. Now, they need true communications from their trusted influencer. 4. Implement technologies for content strategies as people don't just rely on a simple google search or a TV ad. Technology has penetrated the consumer's entire sphere of life, therefore, the content strategy of a business ensure it is making an impact on every channel. Adopt AI and machine learning to glean business insights and analyze your consumers even better. Customize your content according to the research and help it reach more people. These are some of the important content strategies a business should consider if they want their business to stay relevant in the digital age.
What is inflation? What macroeconomic strategies would you recommend to control it?
Inflation is a period where the prices of goods and services increase over time. This could be the result of several factors both positive and negative, but broadly it can be attributed to an increase in demand for goods and services, which makes it difficult for suppliers to keep up with it. Thus, the demand exceeding the supply would cause an organic rise in prices of the said goods and services. However, if left unchecked it causes a vicious cycle where exceedingly high prices would reduce the demand overtime and will cause the prices to fall almost drastically, eventually causing a depression. The imminent macroeconomic strategies to be implemented fall under fiscal, monetary, and supply strategies. Monetary policy strategy - The government or the central bank of the respective countries should immediately increase the borrowing interest rates for the consumers to immediately discourage spending. With higher interest rates, consumers would cut down their expenditure on non-essential goods or services which would bring demand under control. Fiscal policy strategy - The next strategy should a fiscal one, where a respective government should bring their social expenditure down and decrease the demand for the non-essential social goods and services. This also would help bring inflation under control because of the lower demand from the citizens. Supply policy strategy - Thirdly, the supply strategies must emphasize the increase in competitiveness among the companies to bring the prices of goods and services under control. This could be done by deregulation certain industries which are causing the spike in the price increase. Also, governments can adopt policies that call for privatization of the certain departments of the country to bring cost effectiveness and cut down on expenditure. This too helps bring the inflation under control in the long run. However, one should note that these are the broad strategies that will help a government check inflation but the macroeconomic strategies are not limited to this. At times there are external factors too, which could cause inflation of essential goods and services, then these strategies may not be enough to control inflation.
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