Important Marketing Skills By Avinash Pandey COO ABP Star News

For a person in the marketing job or for a company or organization doing marketing for itself, it is very important to understand some major marketing skills. Refining these skills can lead them to grow their business and not understanding these basics can have adverse effects on them. During my extensive marketing experience in Star News and now as COO of ABP News, I have seen that these skills are the most essential and it is important to understand them. Try the following and see if they work – 

The essential marketing rule is that 80% of our profits come from 20% of our clients. We need to understand which 20% customers are giving us the maximum profit and we need to focus on them. For TV News channels, we need to see which section of our viewers are watching the maximum of our News programmes. During my experience with Star News and now with ABP News, I notice that maximum of our viewers stick to the same kind of programes. In order to maximize the profit we need to focus on these viewers and see what they like in a news presentation. Here, it is important to understand that 80% and 20% are only approximations and actual % may vary, but this is the general idea, that maximum profits come from a small number of clients and we need to identify them.

Another good strategy is to create segments of our clients by age, geographical location, profession, economic group and so on. In case of TV Programmes, I would say that some programmes tailored for some viewers are the most successful, if these viewers are the ones who give the maximum profit to the TV News channel. 

Another basic marketing skill lies in shaping the product in such a way that our product stands out against other similar products in the market. Instead of getting drowned in a sea of similar products, our products should have an identifying feature. This is where branding and marketing skills are most reflected. In case of TV news Channel, this means that in a sea of 24x7 news going on hundreds of channels, we have to make our news presentation different from the rest. It could be a different way of reading the news, focusing on different topics, inserting opinions from prominent experts, or anything else. But our news programme should have a personality of its own.

Social media marketing is a very useful marketing medium if understood how to use it. First, it should not be used as an advertising platform. Rather, visitors should be engaged into a conversation, friendship should be developed with them, main features of our products should be regularly discussed intelligently and we should reciprocate our visitors’ interest by visiting their pages and commenting and liking their posts. Social media should be used as social media and not in an impersonal manner.

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