Businesses Need To Have The Edge On Their Competitors In Order To Survive And Thrive In Today's Toug

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Thought Leader and Social Media Pioneer

(Organisations|Businesses} need to have an advantage over their competitors in order to survive and thrive in today's tough marketplace

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Peter Wilkinson, Director of Panther Interactive Marketing, a marketing andsocial media firm offering an entirely new approach to marketing, believes a long-term view involving the whole organisation is critical.

He explained, "Companies need to analyse their entire business and marketing mix in order to achieve maximum efficiency and competitive advantage. Marketing strategy must be planned at board level and then needs to penetrate down to all employees to create a culture of achievement. This will enable a company to develop an advantage over their competition by utilising their core competencies to generate extra benefit for the customer - this is absolutely crucial. A company with a superior offering and dedicated staff will, however, still fall at the first hurdle if it cannot target or communicate effectively with the right customers."

Peter, a Chartered Marketer, believes companies need to adopt what he calls interactive relationship marketing in order to flourish and grow.

Imagine you are on one side of a river and your customers are on the other. You have a great business plan and you may be doing well but as the stream changes so do your fortunes. Long-term business development requires senior managers to take advantage of existing opportunities and anticipate new trends in the marketplace. The start point for this is a well-thought out marketing strategy and plan built on a solid foundation of information and processes that will stand the test of changing situations.

To craft marketing strategy and breath life into the marketing plan a combination ofsocial media, digitaland traditional marketing approaches complimented by integrated information technology and interactive marketing techniques are needed. "Using interactive relationship marketing techniques to target, understand and maintain a relationship with your customers, suppliers and employees, helps you become a leader, not a follower," said Peter.

"Imagine you are on an ever moving raft, and have to constantly balance and change direction in order to stay upright. If you don't anticipate the way the raft is going to move, then you'll fall over board, and it's very difficult to get back on board. In the same way, you have to anticipate and satisfy customer needs whilst maintaining maximum sales, interactive marketing approaches are an extremely useful way of doing this." Peter added.

Panther offer a range of strategy development, marketing,social media marketingand digital marketing services. The services are aimed at enabling companies to analyse their systems, markets and customer base to formulate winning marketing and contact strategies in order to achieve maximum customer benefits and so derive competitive advantage and growth.

Peter concluded, "There is no quick fix or snake oil that you can buy that will transform a business. The starting place for business development is the creation of a sound marketing strategy locked into social and digital marketing strategyand a plan based on solid foundations and principles. Implementing the strategy using potent marketing and social relationship approaches supported by the best blend of technology is the starting point for growth".

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