Market presence

Careerprise Presence

For the purposes of this very wikipage, market presence refers to the Team's efforts to present its Marketables on the markets, so their current and potential customers can find and take advantage of them. While accomplishing that goal, the Coords may work on a variety of marketing products generally or marketing communications specifically.

CNM Cyber Funnel

Communications to build

The Team shall create a variety of communications in order to reach out to prospective Coords, contractors, partners, supporters, as well as paying customers. Customer relationship management (or CRM) is an important part of these efforts. While documenting their efforts in customer relationship management systems (or CRMS), the Coords may coordinate endeavors to produce marketing communications as follows:

• Customer support is a contact person or people who assist customers in installing, upgrading, maintaining, using, and/or disposing a product correctly and cost effectively. In the case of the Cyber, its customer support shall yet be designed.
• Help desk is a contact person or people who provide the customers with technical assistance and troubleshooting. In the case of the Cyber, its help desk shall yet be designed.
• Marketing outlets, in the case of the Cyber, are efforts to establish points of Team's direct contact with prospective contractors, customers, partners, and supporters. Cyber's booth at a job fair or table at the marketplaces would be an example of physical point of contact. Marketplaces refer to virtual and physical locations where sellers and buyers regularly gather to buy and sell products. Virtual points of contact may include (a) corporate profiles at web-based marketplaces, including freelance marketplaces such as Fiverr and Upwork, (b) corporate channels at videosharing platforms such as TikTok and YouTube, (c) corporate pages or groups at social networking platforms such as Facebook, LinkedIn, Meetup, and Twitter, and (d) other direct marketing opportunities given by third parties. For example, some job-search websites feature free announcements; the Team, particularly, used robota.ua and work.ua to look for potential Coords in Ukraine. As another example, the Team once considered publishing its courses at learning platforms such as Udemy.
• Public relations (PR), in the case of the Cyber, is efforts to transfer marketing messages from the Team to mass media and/or the general public directly. While publicity is controlled by external media, the Team controls PR.
• Stakeholder communications, in the case of the Cyber, are efforts to transfer marketing messages such as newsletters from the Team to those who are listed in the stakeholder register directly.
• UX design is efforts to enhance user satisfaction with marketables by improving their accessibility, credibility, desirability, findability, usability, usefulness, and value. Any product implies some unspoken and unwritten messages; Cyber products are not exceptions. Good marketing of bad products just increase user dissatisfaction. That is why the Coords are encouraged to take into consideration user experience design while working on Cyber products.
• Websites, in the case of the Cyber, are composed of lead-generation, prospect-education, and deal-closing websections. A special section of this very wikipage, Websites, is dedicated to them.

Communications to buy

The Team may purchase a variety of communications in order to reach out to prospective Coords, contractors, partners, as well as paying customers. The Coords may coordinate endeavors to buy marketing communications as follows:

• Advertising, in the case of the Cyber, is buying media's delivery of marketing messages to potential contractors, customers, partners, and supporters. The world's oldest forms of advertising are, probably, vocal announcements and distribution of samples, especially, in public spaces. Published advertising is either posting messages on something like walls or billboards that people can physically see or distributing something like leaflets hand-to-hand. Radio and television are considered as traditional electronic media; while mobile and web are new ones. The Team, for examples, may purchase advertising to support its activities at marketplaces and social media. Often, but not necessarily, advertising also entails creation of marketing messages. If so, their ownership depends on agreements.
• Personal selling (outsourced), in the case of the Cyber, is hiring agents, brokers, and/or sales representatives to promote one or more Cyber products to their potential customers on a one-to-one basis. Obviously, personal selling is the most expensive form of marketing communications. That is why the Team tends to hire those on a contingency model rather than to retain them (see the "Payment models" section of this very wikipage).

Communications for sale tend to be less trusted than unpaid ones. Furthermore, advertising is usually less trustworthy than personal selling, however, trustworthiness of personal selling heavily depends on seller's features and capacities.

Communications to earn

The Team may attempt to earn a variety of communications in order to reach out to prospective Coords, contractors, partners, as well as paying customers. The Coords may coordinate endeavors to earn marketing communications as follows:

• Publicity, in the case of the Cyber, is efforts to support mass and other media to cover the Cyber and/or its products on a non-monetary basis. After those efforts, the Team no longer controls its content. For instance, a television report may theoretically promote the Cyber without paying for that; however, the Team cannot dictate the TV producer what this report should look like. Social media
• Word of mouth is the transfer of messages from person to person using oral communication. When they say, "a good product sells itself", they probably mean that good products shall generate words of mouth in sufficient amounts. This form of communications is the most effective when the listener trusts the messenger, for instance, a relative or friend. Obviously, the Team cannot produce those messages directly; they can be caused by other types of communications, Public events, and, especially, Cyber products when their users like them. At the same time, the Coords are encouraged to take into consideration possibilities of word of mouth generation while working on marketing products.

Earned-media messages tend to be more trusted than, let say, paid-media ones. However, earned-media messages are pretty much always distorted since they pass one or more intermediaries.