Effective Uses of Informational Marketing in Business
Informational marketing refers to the process of marketing to customers in a manner that the information provided is relevant to what they are looking for and is useful to them. For instance, a particular customer’s sale in a restaurant is pertinent information-it becomes useful information when the company is able to pinpoint the most popular or lowest priced dish. Informational marketing then acts to provide customers with this kind of targeted information so that they can make informed decisions about their purchases. It is also meant to help in improving the overall quality of service offered by the organization. In short, Informational marketing is about incorporating the best practices from other disciplines into your own marketing mix.
One thing you need to keep in mind is that you shouldn’t be using the term “informative” in an overtly marketing way. Instead of providing information, you can use synonyms that people are more likely to understand. One synonym for “informative” in marketing is “annoying” or “dull.” So instead of calling your informational material “information,” you should call it “annoying” or “dull.”
The same thing goes for using words like “young child” in labeling your product or service. An old man is more likely to understand the meaning of a term like “young child” than a young person. So when you are considering providing information to young children, consider using another synonym for “young child” like “big kid.” This will not only provide kids with another word to relate to their new parent, it also makes the information less likely to be considered informational by young children.