I posted these ideas about the differences between small business and third sector worldviews during the autumn of 2014.
During the same autumn I posted two related strands of posts:
In these posts I started with a brief review of the history of marketing online and then evaluated the approach. Then I explored some common Third Sector ideologies.
The distance between businesses and the third sector Marketing Worldviews we experience in the UK is not so great in other countries such as the United States. This strand explores some of these conflicting worldviews.
A Brief History of Marketing Online
Here are just a few key insights into developments in online marketing.
I begin with two main points about Marketing Before the Internet. The first is the high cost broadcast approach to marketing and the second is the long sales letter, a very successful approach to marketing, even though so much junk mail annoyed many of us. There’s far less wasted paper now thanks to the Internet!
This post tells of how the old Long Sales Letter transferred to the Internet and that it worked … at first!
Product Launches are a new approach to online marketing, which sort of turns the long sales letter sideways!
Not every market is right for a product launch. Traffic and Conversion explains the purpose of increasing traffic to your site and the need to convert visitors to the site to purchasers of your product.
Content Marketing means a website is more successful where it includes high quality content, free of charge. In theory, if visitors are grateful for the content they are more likely to make a purchase.
The use of personal Stories and testimonials or case studies, to build rapport with your site visitors.
Evaluation of Approaches to Marketing
In Evaluating the Marketing Worldview: Ka-ching! I argue the idea that the purpose of marketing is to raise money undersells marketing.
Evaluation the Marketing Wordlview: Democratising the Economy argues marketing can be used to re-build local economies and challenge the prevailing neo-liberal consensus.
Evaluating the Marketing Worldview: Mutuality identifies the big lie told by neo-liberals, that competition drives the economy. Entrepreneurs know it is collaboration that decides the success of small businesses and the proof of that is the economic transformation that took place during the nineteenth century through the retail co-operative movement.
Third Sector Worldviews
What’s the Problem with Capitalism? There’s more than one version of capitalism and so opposition to capitalism can fail to see the power of local businesses to transform the economy.
The problems most communities face are rooted in the economy. How the Inclusion Agenda Became Self-Defeating shows how the emphasis on inclusion can be divisive, preventing groups forming united in opposition to poverty and inequality.
On the Funding of Community Services describes how grants dominate third sector finance and their disadvantages.
In Third Sector Ideologies I ask whether ideology and business are compatible.
After several posts describing weaknesses in the third sector, here are three Strengths of Third Sector Organisations.
How to Overcome Low Capacity includes a video which tells the story of a project that had been immensely successful despite immense self-imposed constraints.