One of the most common phrase in the business is - The customer is always right. And it's actually not so.
If this were so, then everyone would buy everything from everyone.
And what about people with mental health problems, with psychopaths ....
If someone claims that the customer is always right, and then where is the targeting in marketing, why the company decided for specific market segments?

I will try to introduce a single situation from everyday life:
My mother went with a friend to raise the pension and then went for coffee at a cafe nearby. And this friend of my mother, anxious that her son was fired in Sweden and will not be able to send her some amount of money, which she throws and spends at nonsense, can not cope with her anxiety, and at another table sat 4 guys and talked a little louder. And she says at one point to my mother that she would tell them to talk a little quieter or that she would say to waiter. My mother tells her not to do stupid things and let it settle.
But take for example that it is done, now the question is how would these people respond to her (I know how I would!).
And now the question is who is more important to the owner of the coffe shop: A grandmother who come from time to time, or very rarely, or 4 regular customers, who almost daily leave money?

If this theory is correct that the customer is always right, the waiter would ask these gentlemen to subside, or explain to crazy lady why they are so louder.
But the reality is quite different. If it is not like it, can not cope with their neuroses ... it should be said to go to another place because it is neither promil in daily operations of this cafe.

Decide who you are and act accordingly!

This constant insistence on the duality of personality that a person be both dry and thick, rich and poor .... not lead to nothing.

You need to choose a market segment that you want to service and its customers and to direct all efforts towards achieving these goals.

Some involved in marketing, that business activity consider separate from the others, think that it is in itself, that is the purpose of business ....

This raises the question of how bad sales and marketing ruining the premise breaks all successful business, because their action does not lead to sales, and thus to achieve the goal - EARN NECESSARY MONEY.

Poor marketing ruining sale:

- by promoting products or services that are not in stores,
- by what is written in small print that fence supplier services / products not responsible for the irregularities, but as if the buyer is interested, will go to a store nearby,
- by what is the same fine print reads that product images from the actual state of things but what does it concern a customer who wants to 6 cups, glasses, etc. but inside there are 5, and where does the idea for 5!
- by the promotional material says that the amount of inventory, etc. until the end.but who cares, and what is promoting something which no or little
- by what is required by law to communications between users and companies lead by certain members of the law, but it's not interested,

These are just some examples of bad marketing, which destroys the sale.

What other examples?

Before engaging in any business project, in fact any project in life, you should think about the following issues and gain a clear picture:

1. WHY? The reason why the project is started. It can be defined as a mission, vision and so on. but the main question is WHY a man should deal with it.
2. HOW? the question concerning the business concept.
3. RESPONSIBILITY? Who is responsible? To accurately identify carriers of responsibility in order to avoid the phenomenon of"diffusion of responsibility '..
4. FINANCING? And the real question is Who will pay it all? Abstract and vague reasons as ‘it would be nice', 'it should be' and so on... 'going down the drain' in front question how and who will  finance it and file a financial burden.

These issues are changing and the best business plan and usually a bunch of words on paper has a purpose that less and less appealing and make the answers.

Some time ago I wrote a post about ATL, BTL marketing concept and how its is old-fashioned, difficult to implement...

The concept of marketing which is not only present but also and a future is Inbound, Outbound marketing concept.

Concentration and efforts are directed at Inbound Marketing and its ways of developing and deployment.

To be clear, I will present a definition of Inbound, Outbound Marketing (by Wikipedia):

Inbound marketing is defining as: Strategies and processes to help your website get found by clients and customers already learning, discovering and shopping in your industry. Inbound marketing is a style of marketing that essentially focuses on getting found by customers.

Outbound marketing is defining as: Traditional marketing (outbound marketing) is where companies generally focus on finding customers by building brand awareness through advertising and promotion. Outbound marketing is marketing communications. In this sense, information about finished product capability flows out to prospective customers who have a need for it. This sense is related to the term product marketing.

The point is - Efforts are focused on how to be found!

Consumers, using modern technology, look for products, services, information ...
They are creating content and its distribution and they are the manufacturers and need to find ways to make the same offer to potential customers and / or clients, who are looking for a particular type of product and / or services.

If you want more details on Inbound concept, you can become a Certified Inbound professional by online course attend the Inbound Marketing University (IMU) .

In process of determining what is most important to the success of an article, usually there is statement that the most important is content because it contributes to the difference. 

Especially in Internet marketing and PR – there is present mantra - Content is king. 

All factors like content, tags, keywords, etc.. are nothing compared with the title and subtitle. 

The clutter-time information, filtering them is important and what is done by examining the short title and subtitle. 
So there is a saying – There are no too much information, but there are bad filters! 

Attention only stays a few seconds if the title and subtitle do not retain the user going away.

Basically, the theory and practice of marketing  knew two concepts: B2B and B2C. 

With the development of social networks and opportunities targeting all individuals grew into the concept of B2M (Business - to - me). 

B2M concept targets the individual, decision-makers. No generalization, no dividing on individual consumers and companies, etc. 

M (e) in the concept of B2M is a housewife who buys for household, and students, and director of a company, and decision makers within a department and / or team .... 

There is emphasise at customer, client and effects in rise above the familiar divisions and marketers are trying to target those who are the key decision-makers to their business.

When something starts to be taken as an example or as the saying it is repeated endlessly. 
In the past a year, two; Pareto’s optimum and Rule 80 - 20 (most profit comes from customers that are regular. That 80 % of profit comes from 20 % of clients). 

The tendency to identify the sources of profitability and creating products and services that will satisfy the regular clients who are a source of profit. 

Thus, the analysis had shown in the range of products which are sold that standard version of the product is sold least, and most are sold or the premium version either the cheaper version. 
The scale is 40 - 40 - 20 %, ie. 40 percent of the sale are premium (more expensive) products, 40 percent less expensive versions of products, and only 20 standard version. 

From the knowledge what customers want, or more expensive either cheaper products, derives a tendency to eliminate the middle. 
If not completely, then not be too much of importance, only to be present. 

Same tendency of offline products is present and in the online world. 

During time and due to the accumulation of standard products, and the importance of differentiation occurs or as the platform either as the fast and light variations. 
Examples of platforms are Facebook, MySpace, YouTube, WordPress and examples of custom solutions that are easy to set up and placed on platforms as Facebook Pages, MySpace Music, video clips on YouTube, blogs on the WordPress platform ... 
Those 20 percent, standard products are regular, standard sites. 

Traffic is usually one of the parameters that define the popularity of a site.

The same parameter can be applied to the offline world, because if some shops are visited, if a bar is crowded ... it automatically means success, because the sale happens. 

The Internet is through the development of tools for analytics provided detailed and accurate insight into what percentage of the sale takes place. 
Usually, the sale of a product or service, is measured by percentage (1, 2%), if not even less. 

Let take for an example Facebook, it is designed as a social network but has grown over time in many forms of communication. 
Each user chooses for what purpose it will be used. 
There are many options that make it possible 

The dilemma who will win in the live search, Twitter or Facebook, proves that it does not matter who first started, but when users express the need to use that service and option. 

It turns out that the formula to success is: Choose the right timing for the service and work on the sales process.

When you optimise for search engines, the main question is for which search engine to optimise and then next question is to optimize for a specific search engine and on which you should pay attention? 

This issue has become topical with the advent Bing.com and integration of Microsoft and Yahoo in the search field. 
Although Bing showed some signs of growth however, Google is the leading search engine in the world with about 75% of market share in search, and the percentage in Serbia is over 95%. 

The answer is imposed - Site should be optimized for Google. 
P.S. And people from Bing advise that the optimization is a standard process and that the search engines should develop their systems to provide the most relevant results.

PR was founded in the early 20th century and indicates the Press Release and not public relations. 

With the development of communication tools, for use is conducted term the Integrated Communication instead of PR, Public Relations is more than Press Release (press releases) and communication only with certain journalists from newsrooms. 

Before the flow of information was: The sender information ----- journalist (media). 
And if a particular journalist made an interesting information, it was published and who sees see it, who hears hear it. 

Nowadays, the flow of information is: The sender information ------ Auditorium. 
Journalist (media) is not excluded, but the information first reach audience that evaluates relevancy of the same and how interesting it is. 

’Classic’ medias has lost the role of intermediaries, controls and filters. 
Thus were largely lost in importance (but not quite). 

There is in a consideration the term Integrated communication and not more Public Relations as a consequence of the development of channels of communication with are potentially interested to audience. 

Today, every company and / or individual can set up a group on Facebook, MySpace and promote the same, put the video on YouTube or some other service for video clips. Anyone can distribute communication via a service like PRWire, anyone can write anything on any topic on his blog, comment on sites and blogs .... 
Not to mention the phenomenon of Twitter .... 

All this does not diminish the need for quality PR professionals, but imposes the need for their adaptation to the new era. 

The IC achieves purpose - Publicity.