Bringing Technology into Your Marketing Plan

Integrating technology into your marketing plan can have positive and significant effects on your business. With the right tool and the right message, you can easily become globally competitive.

We are at a very dynamic moment in business. The economy is weak, consumer confidence is low, and a record amount of people are unemployed. Budgets are being cut and businesses are being forced to do more with less. But how? One way is to find new ways to reach out to customers. As technology continues to evolve, business and marketing change along with it. Using social media is just one way you can use a different perspective to become globally competitive.

Whether it is because of competition, or because of a need in the international markets, many companies are finding it necessary to start expanding their businesses internationally. By using the Internet, and specifically, social media, companies can break out of their regional box and find success internationally.

Even if you have no plans for your business to "go international," building technology into your marketing plan is still a good idea. People are finding ways to avoid traditional forms of advertisement. At the same time, people are using the Internet more and more. A good website, a Twitter account, and a regularly updated blog are a good start. Read Intelligent World for more examples. The point is, Bringing technology into your marketing plan can reach far more people than a radio or newspaper advertisement. If you do this correctly, you can even get more local traffic to your website.

These technology tools do not cost much money, and in some cases, they may be less expensive than traditional forms of advertisement. The biggest expenditure you will have is that of your time spent learning about social media, and starting to use it. The time and creative energy will pay off.

Below are some tips you can use to integrate social media into your business:
1. Define your target audience
2. Refine your website based on your target audience. Build one if you do not have one.
3. Make sure your message is clear.
4. Build your brand on social networking sites if it makes sense for your business.
5. Manage your online reputation.
6. Stay in contact with your customers
7. Follow up with news and trends, and take advantage of it if possible.

Read Intelligent World for more examples.

Webinar: Top 10 Tips to Decide if Your Business is Ready to Export

IntellaCore has launched a webinar series to help small and mid-sized businesses. Top 10 Tips will be a twice a month series of 30 minute webinars with specific tips on how to compete and to win in today’s marketplace. Participants can download a whitepaper after the webinar dedicated to the topic of the day.

For each webinar IntellaCore will provide 10 Top Tips relating to a wide range of specific topics ranging from international business to Internet Communications Technology (ICT) that will fall into the following categories: Increasing sales and distribution, strengthening the supply chain and reducing costs, aligning technology and Internet activity to the business plan, and to creating a sustainable business in today’s market environment.

For each webinar IntellaCore will provide 10 Top Tips relating to a wide range of specific topics that will fall into the following categories: increasing sales and distribution, strengthening the supply chain and reducing costs, aligning technology and Internet activity to the business plan, and creating a sustainable business in today’s market environment.

Top Ten Tips series is a short, high-impact webinar series that offers specific recommendations and Q&A in 30 minutes.

The first Top Ten Tips webinar will be held on Tuesday, August 4th at 2:00 PM EDT. The topic will be Top 10 Tips for Deciding if Your Business is Ready to Export. Click here to register.

We all hear a lot about exporting. Today it is just not that hard, and the use of the Internet makes it easier than ever. Even thought the US economy is in shambles, other economies are growing and have a need for a variety of products and services. With 95% of world economic growth occurring outside of the USA every business most determine if it can diversify its distribution and sales efforts. Can your business benefit from exporting? Attend this webinar and you will gain valuable insight into your business, and how you can make your company sustainable, no matter what industry you are in.

The Top 10 Tips you will learn more about in the webinar are:
1. Determine why your company should export
2. Review your company's finances
3. Determine your company's scope for expansion
4. Make sure you have the staff, premises, and equipment to handle the increase in demand
5. Assemble a team to develop the exporting process
6. Set goals for the export project
7. Select the product that would sell best in an international marketplace
8. Make sure your management has expressed long-term commitment to the new business plan
9. Use your website to explore international opportunities
10. Gather initial market intelligence

Click here to register for the webinar.

What We Are Reading

Everyone has an opinion about something on the Internet. People have opinions on topics from what ice cream topping they prefer to which politician they will be voting for in the next election. But many people have blogs and Twitter accounts, and there are many interesting articles published daily. There is too much content published each day to keep up with. All of the opinions can be overwhelming. Who should you pay attention to?

We decided to sort through some and find the best sources that we use that relate to business and technology. IntellaCore has put together a list of some writers we like and some magazines and newspapers that offer blogs from their writers that we find value in. We hope you can take a minute and review their blogs. Many of them offer advice and excellent tips for business and technology issues.

Chris Brogan
In this blog, Chris Brogan takes a closer look at social media and the effect is it having on popular culture and the business world.

Copyblogger
This blog helps you become a better blogger and gives tips to help you write more effectively.

Problogger
This is a blog to review if you are interested in starting your own blog. There are tips for

Global EDGE
The blog, created by International Business Center at Michigan State University, provides readers with information, insights, and learning resources on global business activities.

Harvard Business Review
The Harvard Business Review Blog is one of the top sources for business information and resources.

CNN International Business
CNN International Business' anchors and correspondents blog with the issues affecting world of business.

Freakonomics
This is one of the more interesting blogs. If you read the book "Freakonomics" and you enjoyed it, read the author's blog on the New York Times website. They claim there is a hidden side to every story, and they try to explain what that hidden side is.

Business Week
There is a lot of blogs on this page to pick from. The topics cover almost anything business related from the auto industry to management to stocks. Business week is one of the premier magazines devoted to business and management.

Global Business Perspectives
This blog's authors are series of people who write on different international topics ranging from business to cultural understanding. The blogs focus on globalization and how it affects businesses and individuals. Their writers are professional business leaders and senior managers at U.S. and international companies.

The Counterintuitive CEO
As founder and CEO of Forrester Research, George F. Colony is one of the most influential thought leaders in the world of business and technology. This blog focuses on CEOs and contains ideas, research, observations, and analysis pointed at increasing the success of CEOs.

EveryDay CIO
This blog, written by IntellaCore's CIO Ian Rudy, discusses how to take this ever changing world of technology and apply it practically to your everyday life to truly improve it and empower yourself and others to accomplish great things.

Wired - Epicenter
This blog is Wired's take on technology business news and the Silicon Valley scene. Explore Wired's other blogs for Wired's thoughts on other topics.

Information Week
This magazine is one of the best when it come to technology and information. The blogs cover many different topics such as but not limited too: cell phones, Google, cloud computing, IT issues, security, analytics, and tech stocks.

This list covers what we look to daily for interesting opinions and breaking news, but this list does not cover all of the sources we read. We will list more in the near future.

If there is a blog that you read or write, let us know and post the link in the comments.

The Changing Landscape of Business

Businesses are competitive even in strong economic times, and they are especially competitive in challenging economic times. Over the past week we found many articles about how the competitive landscape is changing in several industries. As you are reading this blog, consider how your industry is changing. Are your competitors embracing new technologies or processes? What will you do to regain your company's competitive edge?

What happens when your company's suppliers begin to make their own products very similar to yours? And what can companies do when competition introduces a new product that quickly accounts for 20% of the market? Companies like Dell, IBM, Apple, and HP are about to find out.

Some companies are actually teaming up with their rivals in order to increase business. In this article, business owners - some of whom were competitors - realized a problem or a section of the market that needed to be served, they came together, and they were able to profit.

On a more global scale, and to continue the question we asked last week, the US, along with other major countries, must make the effort to stay globally competitive. Instead of promoting cutthroat competition, countries from around the world should come together to collaborate, and to make it easier for companies to collaborate across national borders. This article suggests that the US work on its public diplomacy with India by importing ideas and talent to promote innovation, especially with regards to energy and healthcare.

So, what can your business do to become more competitive today? You can focus on cutting costs. This article gives some guidance on how you can cut IT costs effectively. But what if you have already cut all of the costs you can?

You can try to increase your visibility on the web by getting involved in social media. Maybe look into a Twitter account for your business - this shows how businesses are using it to connect with their customers in a new way. Think about making a LinkedIn profile for yourself - you might be able to build your network. Use these tips for luring local traffic to your website.

When there is a new technology, take a minute to understand it, and then think about how you can use it in your business. Look at this article to learn how some companies are using trends to succeed. But remember: don't try to work every trend into your business. There are far too many to keep track of, and many may not fit with the goals of your business.

As the business landscape continues to change, it is important to take a moment out of your busy day and try better understand what is happening in the world around you. This can be physical and virtual. The world is changing at a rapid pace and you could be left behind. Some of these global trends may apply to you while others may not. It is important to understand that some of the new technology trends can make your life easier. You can try to ignore these trends, but then you will fall further behind. It is not enough to follow the trends, but you must also engage them. Even though you may not be twittering today, tomorrow you may be closing the business deal in china on Twitter.

When is it a Good Time for Your Business to Seek Help or Advice?

Should you wait until your sales drop? When a competitor enters your region? When a supplier goes out of business? When you are ready to export? Or do you think you need to talk to someone when your revenue and profit are the highest in the last several years? Or is it when you have full market potential?

We have found that it is always a good time to talk to someone. However, that person does not need to be a high paid professional who will charge you for his or her time. There are groups of people who will listen to your concerns and may give you advice on your particular situation. Some of the most successful people are the ones who are not afraid to ask for help on issues or problems they are having.

A good place to start is with your local chamber of commerce, if you belong to one. The president usually has a fair amount of business experience. He or she may or may not have an answer to your specific problem, but he or she can point you towards someone who will help you. Also within your chamber of commerce, there may be other companies who are experiencing similar problems. If it is a local or regional issue that business owner could discuss his or her challenges with you, and may even team up with you to solve the issue or problem.

There are also government agencies and non-profits that may help you too. State and federal agencies, like The United States Department of Commerce and U.S. Commerce Services may be able to discuss the challenges with you. SCORE is a nonprofit that teams business owners with retired executives. The retired executives can work with you to help you solve veracity of problems. The Small Business Administration also offers help to small businesses.

Another place you can turn to are trade associations. There are thousands of them and they work with businesses within a particular industry. If you do not belong to one, you may want to look into joining one. They solve problems for the common good of their members. Some trade associations have conferences each year where members can network with others within their industry. These members may be your competitors, but they will talk with you. Your competitors may be having a problem that is affecting them and they want to learn from you how you handle the situation or what they are doing about it.

As an example of competitors working together to reach a common goal, we only have to think a few weeks back. When GM was eliminating dealerships, the closing dealerships came together to fight the process. While they were unsuccessful, they had a better chance of fighting GM together than they did by themselves. Some dealerships even combined their locations so they could stay open. These dealers combined staff, inventory, and sales. Competitors became allies and the businesses were stronger as a result.

You might even be able to talk with a friend or mentor. The person does not necessarily have to be in the same line of business as you. In fact, it may be good to talk to someone who knows nothing about your industry. They may see the situation in a different way, and help you find the solution you need.

Many of these resources are free, so you can get helpful advice without much of an investment. On the downside, because these resources have no cost associated with them, they may take up a great deal of your time. If you need immediate solutions, you might want to think about talking to a paid consultant.

There are few things to remember when asking for paid consultants help. Always ask for their fees are up front. Ask them what industries they have experience in, and always ask for references . Always read the fine print before you sign anything, and have some one else review the contract too. The consultants should be honest with you and if they can’t help you they need to tell you that. If you are talking to a consultant and they are selling you a product or service before they hear your problem, hang up the phone and look for some one else.

Can the US stay globally competitive?

Pop quiz: which country was the richest in the world, had the largest military, was the center of world business and finance, had the strongest education system, was the world's center of innovation and invention, had a currency that was the world's standard of value, and had the highest standard of living?

It was England. In 1900.

One thing that the current economic conditions are telling us is that the US and US companies may not be as competitive as they need to be. Over the past few weeks we have seen stories that claim that the US is falling behind other countries in terms of innovation, like this recent article from The Economist. As it states in the article, emerging markets are making steady gains, while the US has dropped one spot. The rankings, which measure innovation through the number of patents granted and factors that help or hinder the ability to innovate, are a sign that other countries are catching up to the US. The big question is: will the US go through the same changes that England did?

Innovation and technology is one area where the United States can grow and expand. Competition is always good for the global market. Competition breeds innovation, which helps the market to continually evolve. Businesses, especially businesses in the US, need to realize that they are competing on a global front, not just domestically.

Businesses need to focus on technology and innovation in order to have sustained global competitiveness. One example of a company experiencing hardships right now is GM. We all heard the joke "Government Motors". This is because the U.S Gov. loaned them billions of dollars. We can argue back and forth if this was the correct thing to do or not, but the point was that GM failed to be competitive globally when it was facing new threats from foreign auto makers. There were many articles about the company's emergence from bankruptcy last week. Many people say that one of GM's biggest challenges is to build cars that people want to drive. The company is also competing against various foreign car companies -- companies that consumers feel more confident in. It will be interesting to see what GM is able to do against this competition.

Can GM build customer confidence and innovate in order to become more competitive in the US and throughout the world? Can other US companies focus their business on innovation to become more globally competitive?

So what can the US, and other countries that need to become more globally competitive do? As stated in one of the articles we highlight in this month's Intelligent World newsletter, the countries can develop an innovation policy. Many leading Asian nations including Japan, South Korea, Singapore, and China have explicit national innovation policies that include generous tax incentives and direct funding for innovation. These incentives could be the thing that helps the economy to recover more quickly and not become the England of 1900.

Top 10 Tips Webinar Series

IntellaCore has launched a webinar series to help small and mid-sized businesses. Top 10 Tips will be a twice a month series of 30 minute webinars with specific tips on how to compete and to win in today’s marketplace. Participants can download a whitepaper after the webinar dedicated to the topic of the day.

For each webinar IntellaCore will provide 10 Top Tips relating to a wide range of specific topics ranging from international business to Internet Communications Technology (ICT) that will fall into the following categories: Increasing sales and distribution, strengthening the supply chain and reducing costs, aligning technology and Internet activity to the business plan, and to creating a sustainable business in today’s market environment.

For each webinar IntellaCore will provide 10 Top Tips relating to a wide range of specific topics that will fall into the following categories: increasing sales and distribution, strengthening the supply chain and reducing costs, aligning technology and Internet activity to the business plan, and creating a sustainable business in today’s market environment.

Top Ten Tips series is a short, high-impact webinar series that offers specific recommendations and Q&A in 30 minutes.

The first Top Ten Tips webinar will be held on Tuesday, July 21st at 2:00 PM EST. The topic will be Top 10 Tips for Deciding if Your Business is Ready to Export. Click here to register.

We all hear a lot about exporting. Today it is just not that hard, and the use of the Internet makes it easier than ever. Even thought the US economy is in shambles, other economies are growing and have a need for a variety of products and services. With 95% of world economic growth occurring outside of the USA every business most determine if it can diversify its distribution and sales efforts. Can your business benefit from exporting? Attend this webinar and you will gain valuable insight into your business, and how you can make your company sustainable, no matter what industry you are in.

The Top 10 Tips you will learn more about in the webinar are:
1. Determine why your company should export
2. Review your company's finances
3. Determine your company's scope for expansion
4. Make sure you have the staff, premises, and equipment to handle the increase in demand
5. Assemble a team to develop the exporting process
6. Set goals for the export project
7. Select the product that would sell best in an international marketplace
8. Make sure your management has expressed long-term commitment to the new business plan
9. Use your website to explore international opportunities
10. Gather initial market intelligence

What are Market Makers?

One role we have at IntellaCore is that of a Market Maker. The definition of the term Market Maker is, simply, a company that "makes" markets for their products or for another company's products. That sounds simple enough, but what does it really involve?

Market Makers help companies to better penetrate existing markets and to expand into new regions or industries. With business intelligence, Market Makers provide visibility and understanding of market opportunity, competition, and the topography of the marketplace. With global networks and resources, Market Makers support and drive market entry to identify, qualify, and engage appropriate people in the various markets. IntellaCore combines this with a focus on aligning technology to the business, we assist a company to implement business appropriate ICT services and the business practices needed to properly utilize Internet and Communications Technology (ICT) to operate as a 21st century company.

In sum, Market Makers access physical infrastructure and information networks to enter regions. IntellaCore also uses an Internet presence and ICT services to create the cyber dimensions of a company's marketplace. More and more business environments are not only physical locations but a mixture with information networks and online communities.

We work with a business to access physical and information infrastructure and networks. We show them how to connect to people, ideas, and information needed to expand. We direct a company to integrate these capabilities into a powerful ability to bring greater value to their markets and their customers.

The goal is to help the company compete globally and to increase the company's ability to operate, to innovate, and to compete in order to grow and build shareholder value.

Now that you know what a Market Maker is, can you be a Market Maker for your own company?

Examples of Global Competitiveness

We are at a time in history where everything is changing quickly. Of course, that could be said of any point in history as people live through it, but it really feels as if the decisions people are making today will affect many people in the future. Unemployment is high. Consumer spending is down. We are in a recession, and the timeline for recovery is questionable.

But there is hope. Many businesses are focused on becoming more competitive in their market, and on a national and international scale because they realize that the world is becoming a smaller place. Below are some examples of change helping, or forcing, companies to compete in the global, Internet economy.

Technology is changing rapidly, allowing us to connect and collaborate with ease. Even the way we connect with people is changing. Professionals are using Twitter and LinkedIn to network with others in their field. The continued spread of technology will only promote online collaboration.

A report about household broadband use highlighted the importance of the Internet in everyday life. The report claims that 640 million households will have broadband by 2013. More intriguing, the Asia-Pacific market will account for 49% of it.

Because of the changes in technology and the global economy, companies are modifying the way they do business. Some are changing because they have to. Others are changing to adapt with the change.

The New York Times asked their readers if they would be willing to pay for online content. This might be a good way to save this newspaper, and other newspapers worldwide.

There have been many articles about GM and its emergence from bankruptcy this week. Many people are saying that the hard part is actually beginning for GM now because GM has to design cars that people will want to drive, and the company's reputation could hurt it. What can GM do to compete again? Some are suggesting that GM looks to its competitors.

It might have been easier and less expensive for carmakers and newspapers to more fully understand their market and the external forces influencing them.

IBM recently looked at midsized companies and found that, around the world, midsized companies are working smarter and leaner in terms of IT. The highest-priority tech solution is information management, and the most pressing business challenges include increasing efficiency and productivity, improving customer care, and better use of information.

Also in the news this week is an article that claims that exporters of service are doing less badly than traders in goods. The article also claims that, "Nevertheless, those who sell services to rich countries do face increasing pressure to quote lower prices, and new information-technology development contracts, which are discretionary, are getting harder to come by."

Business owners should try to look into the future. This does not mean peering into a crystal ball. Instead, look at the news for trends, and imagine how they might affect your business. And then try to do something about it. Become the leader of change.

We cannot overlook the growing importance of developing countries in the global economy. Just this week, many other countries outside of the Group of 8 attended the G-8 meeting in Italy. In a global, Internet economy that is increasingly driven by developing countries, some are saying that 8 is not enough.

In another article, an economist from the World Bank claimed that low-income countries need to make small, local banks the mainstay of their financial systems. How will this affect US banks?

Gas prices are low now, but what level will they be at in the future? Could they reach $20.00 per gallon? How will that change your business?

These stories are just some of the things that we notice in the news, but you must pay attention to the news and look for things that can affect your business specifically. Is there a new law that will pass in a country in which your company does business, or is there a new regulation that will affect your company's service? If you are proactive, then the news is not as bleak.

What is Global Competitiveness?

Unemployment is up, profits are down, costs are rising, and the future is uncertain. How can companies succeed in this economy? One option that companies have is to focus on becoming globally competitive.

Globally competitive companies use an extensive knowledge base, a global human network, and Internet technology to succeed against international competition (regionally, nationally, or internationally) -- without the use of significant capital investment, travel or even an international presence.

You may not have to spend much time organizing a knowledge base to make it be useful for you. In fact, you may have much of it already in place. Items in a knowledge base could be past sales data, customer survey results, information on public websites, and experts in your network. The key to using the knowledge base effectively is to ask the right questions of it.

Business owners interested in becoming globally competitive should focus on building relationships abroad with many people you come into contact with. Even if a contact cannot help you to distribute your product in their country or region, they may know someone who can help.

There is no denying that technology has spread across the globe. Because of this, technology has made the world a smaller place. With webinars, conference calling, and video conferencing, people no longer have to travel to build relationships. Additionally, once the relationships have been built and companies are working together, the businesses can easily collaborate. A business in the US can talk to a supplier in Brazil, and they can order products and resolve problems in hours instead of days. We will give real-life examples of some of these collaboration tools in the coming weeks.

It is important to remember that business owners do not need to travel or invest in physical locations to become globally competitive. As the use of Internet technology increases, a company's website is becoming its virtual storefront. Brick and mortar locations in various countries is no longer a requirement to doing business internationally.

At the same time, being globally competitive does not mean "Going global" and not focusing on your local market. Nor does it require much work to be outsourced. Instead, a globally competitive company can innovate, operate, and grow in a manner that strengthens a local business community, creates viable jobs, and brings confidence to business owners and regional leadership.

What Happens After The Recession?

Much of this week's Intelligent World is focused on current international events. Many commentators and business owners are focused on what is happening right now in the global economy. And who can blame them for keeping their head down to focus on their business so they can become more competitive. But it is important to not lose sight of what will happen in the long term. How will the long-term effects of the recession affect your company? It is good to be aware of this now so you are prepared for it later.

The past decades of prosperity have made Americans consumption-oriented, possibly more so than any other nationality. We have spent more than we have taken in for some time now. This debt-to-income ratio proved to be too much for us to handle. As a result, consumer spending may decrease after the recession ends. Along with this idea, the recession has fundamentally changed the way people spend their money. It has changed their motivations and the psychology behind purchases. We will have to pay attention to consumer spending data worldwide to see how this will affect the global economy, as well as your local economy and your own business.

Remember $4.00+ gas last summer? Well, don't be surprised if gas reaches that figure again. Recently, prices have increased with even slightly positive economic news. And prices will most likely increase now that there will be more of a demand for fuel in developing countries.

And businesses in the US can also expect higher taxes. Because of the cost of the bailout, along with the funding needed for government programs like Medicare and Social Security, and the goals of the Obama administration, there is no way to pay for it all except with higher taxes.

This recession has changed people and governments around the world. It will definitely be interesting to see what changes as the economy recovers. And who knows what surprises will pop up along the way?