‘Daily dose’ of marketing

A new business-oriented website and accompanying blog is offering the basics of marketing technology and strategy to business owners as a free resource to them.

The website, InforMaven.com, is the brainchild of JD Mosley-Matchett, who has a PhD and has conducted numerous seminars on a variety of marketing topics for the International Institute for Research, various conferences, and numerous organisations. She currently serves as the Marketing Executive for the Cayman Islands Tourism Attraction Board.

‘I’ve been a business owner,’ she said in explaining the thinking behind the website. ‘It’s hard work. Competition is becoming more challenging by the day. So I’m offering my ‘daily doses’ to give business people sensible ways to compete more intelligently and effectively in an increasingly complex environment.’

Last month the website’s blog dealt with marketing strategy, while this month’s focus is on marketing research.

Mrs. Mosley-Matchett said she is striving to keep the language in simple terms so that busy business people can grasp the concepts quickly and put them to good use in their daily efforts. ‘I also try my best to limit the text to four paragraphs, so the ‘daily dose’ doesn’t become cumbersome’.

The marketing guru began with the idea of ‘The Data Doc’s Daily Dose’ and tried publishing an entry every single day of the week, but she then decided to follow the schedule of a normal business week, and now limits the daily postings to Monday through Friday.

Because the website’s focus is on the power of data in developing the marketing strategy in a business, ‘Data Doc’ conveys both Mrs. Mosley-Matchett’s qualifications and the basic purpose of the site.

Anyone who wants to receive every daily posting can do that by entering their e-mail address and clicking the ‘Subscribe’ button on the website’s blog page.

The website came about following a recent marketing talk by Mrs. Mosley-Matchett for the Cayman Islands Investment Bureau, when she could not get all she wanted said in two hours.

‘When I was a professor at the University of Texas at Arlington, I used the same approach with my graduate students whose classes were held at night.

‘Most of them were working professionals and I never liked to drag out their very long workdays by lecturing beyond the scheduled class time. So if there was more to say, I’d post it online.’

Explaining who the website is aimed at, she said, ‘Many of my business clients back in the United States seemed to regard marketing as mystical, rather than methodical. Although creativity is certainly an important ingredient for any marketing effort, there really is a logical process that too often is overlooked or misunderstood, even by seasoned marketing executives.

‘So, the site and blog are an information base for business people who want a clearer understanding of marketing as a science, rather than an art.’

She noted that there are many websites and blogs that discuss general marketing principles. ‘In contrast, there is much less available online regarding the science of marketing. And very little of the existing marketing science information is written in simple language for business people to understand and utilise.’

Because the site is designed for non-technical and even non-marketing business people, Mrs. Mosley-Matchett is taking complex scientific concepts like conjoint analysis and perceptual mapping and making them easily understood.

She explained, ‘Oversimplification will prevent the business person from doing anything useful with the information. But going too in-depth will leave the reader disheartened.

‘It’s quite a balancing act. But it’s worth it when a reader asks a pertinent question or indicates how he or she plans to use the information. Those blog comments help me know whether I’m on the right track and communicating well.’

The schedule of topics is based on monthly themes. This month the theme is marketing research. Some of the daily topics, such as the examination of price setting technologies, will be particularly relevant for businesses in Cayman, she said. ‘I’ve witnessed many situations on-island where it became painfully evident that no science at all had been used in developing a price structure or other market-related tactics. And by science, I’m not referring to statistically rigorous investigations.

‘The simple process of noting customer comments during the ordinary course of a business transaction can produce a wealth of information for guiding a company’s future marketing efforts.’


If you’d like to take a closer look at the website and blog, check out www.InforMaven.com