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In this digital age, if you want your business to succeed you have to be able to market to your potential customers. And in order to do this you will need a good marketing strategy. It is even more complicated, these days, to successfully market any small company because niches are smaller, information, more direct, and the market, in general, far more competitive.
With that in mind, then, here are 4 basic principles for marketing in the 21st century.
PRINCIPLE #1: Know Your Objectives
It may seem obvious, but when it comes to marketing you need to know exactly who you are marketing to and why. Many marketers—even professionals—make the mistake of giving into pressures of being “progressive” in the multimedia world. At the end of the day, all Doculand marketing is supposed to do is effectively communicate your brand and what you provide to your customer base.
And the only way you can succeed in this communication is to first know what you stand for. Every company is different—and has different values—so finding these first could help you avoid many problems that complicate success for new companies. 
PRINCIPLE #2: Use Innovation Teams
It is not easy to gauge the market and monitor production and do the budget…etc…One way to stay on top of the market is to establish an innovation team whose sole purpose is to identify, evaluate, and activate emerging opportunities to stay ahead of your competitors. This team, though, should not only passively watch the market, but they should also actively engage with start-ups and tech developers whose partnership could be symbiotic for you.
PRINCIPLE #3: Isolate Innovation and Strategy
Many companies make the mistake of putting strategy and innovation together. This might seem like a good idea because one leads to the other (and vice versa). But these two traits accompany different mindsets. Strategy, of course, focuses on meeting/exceeding objectives. Innovation focuses on discovery and change.
PRINCIPLE #4: Open Asset Marketplace
Marketing, of course, is supposed to develop engaging ideas and images that draw customer attention to a particular brand. This should involve both digital materials and traditional print media too. However, the new model should encourage information linking—using a web search, for example, to list blogs or other web content—which can be tracked by companies to see how consumers interact not only with that information but also with the brand and industry themselves.
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