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Modern marketing and what’s so different about it

2019-08-13 — by Alisha Shibli

Philip Kotler, (The Father of Marketing) in his book Marketing Management remarked, “Marketing is an administrative and social process through which individuals and groups obtain what they need and desire by the generation, offering an exchange of valuable products with their equals”.

In one of his other books, titled Principles of Marketing, (co-authored with Gary Armstrong), Mr. Kotler goes ahead and proposes the theory of Segmentation’. In their words, “Segmentation is acknowledging that you can’t serve all clients with the same level of satisfaction”.

To ensure that all your customers achieve the same level of satisfaction, Philip Kotler then talked about Positioning by companies. In his words, “Positioning is making your target audience know exactly how you differ from your competitors”.

These are some of the golden rules of marketing which are just as relevant now as they were in the beginning. Which begs the question, what is modern marketing and what is so different about it?

Let us not forget that the scenario was entirely different a decade ago. Back then, marketing implied convincing people that your brand and product was the best amongst a given array of brands offering the same or similar products.

So what’s changed now? While the core concepts are the same, their approach has changed significantly.

1. Personalized connections with consumers

Coffee, an everyday beverage is served by tons of brands all round the clock in every corner of your city. Ever thought about what differentiates Starbucks as a brand and makes it a prominent choice among consumers?

Other than selling fresh coffee, Starbucks spoilt the customer for choice with the varieties and variations of beverages to choose from.

The urbane expectations of the millennial consumer spark with a consistent brand experience. Marketing is only complete when the company is able to maintain and meet those expectations specifically tailored made for them.

To accomplish this level of personalization, you must develop a deep understanding of your customer as a group with specific consumption patterns. Managing the current needs of your consumers while keeping future expectations in mind is an integral part of the marketing process. The deeper you dig this marketing pit, the better you can understand and nurture their overall brand experience.

2. Brandable Domain Names

In the nascent years of the Internet, .com, .net, .org, and .gov were some of the most common domain extensions used by organizations to build their website. Back in the day, the options were also quite limited. So, irrespective of the industry you belonged to, you could only choose from the selected options and most businesses went with .com.

However, today there are over 1200 new industry-specific domain extensions such as .TECH, .STORE, .PRESS, .SPACE and a few more versatile options such as .SITE, .WEBSITE, etc. These domain extensions strengthen your online presence and add immense value to your marketing and branding effort. For example, www.buisness.com could be anything but www.business.store is most likely an online store.

3. Perfect blend of people, processes, and technology

With the advent of technology, it is now possible to collect, sample, and analyze billions of data points to understand the corresponding impact of marketing efforts on customer behavior.

This intricate level of data analysis, even as a thought, was unimaginable a decade ago. Even today this technology is just the tip of the iceberg. To realize the full potential of technology, it takes combination and transformation across people and processes. These three forces incoherence will help modern marketers achieve their goal of a marketing transformation.

To thrive in this crazy pace of competition, it is imperative that companies adopt and clasp at new technologies be it; Artificial Intelligence (AI), voice responses, or augmented reality. Technology combined with the right mix of people and processes is the need of the hour.

3. Right blend between creativity and data

Gone are the days when creativity and data were two parallel lines. Creativity is and has always been the key ingredient in marketing. Modern marketing is the marriage between data and creativity.

Today consumers are an active part of creative marketing campaigns. Recently, Adobe teamed up with the famous band ‘Imagine Dragons’ to celebrate the 25th anniversary of its video-editing software, Adobe Premiere Pro. Exclusive raw footage from the super hit song “Believer” was shared and consumers were challenged to recut it for the chance to win a cash prize. Excellent marketing strategy, eh!

4. Harnessing the power of social media

Today, while offering a genuine product holds paramount importance; customer experiences shape the overall brand for the consumer.

Marketers cannot just worship the product alone and negate customer interactions altogether. They must create deep connections with customers to build strong ties. Experiences are the new competitive battlefield and social media is the key.

Interaction via social media, live shows, Q&A’s, opinion polls to name a few help take full advantage of any marketing strategy. Fitbit, a company involving personal fitness metrics surely makes the best use of social media in garnering the support of a strong community. In addition, they both share their knowledge and at the same time collect information from consumers about product usage and other relevant metrics.

In conclusion

Yes, marketing has evolved in recent years and the world has witnessed a shift toward technology and data-driven approaches. Is it important to keep up with these advancements while devising your marketing strategy? Well, of course, it is! However, do not forget that even in the 21st-century companies the classic marketing strategies will continue to be the foundation of a successful marketing campaign. Rethinking and refining classic approaches with all the technological changes and advancements are crucial.

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10 Content Marketing Mistakes That The Amateurs Make

2019-08-13 — by Alisha Shibli

Rome was not built in a day”. Neither was content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Creating blog posts, relevant audio-visual content, optimizing for SEO, building the domain authority and, posting on various social media handles sure takes a lot of effort; persistent effort. There are no quick rewards.

Consistently putting up good content builds credibility, trust and ultimately followers over time. In the words of Andy Crestodina, Co-Founder, Orbit Media, “It’s not the best content that wins. It’s the best promoted content”.

Today, we have multiple tools that aid content promotion; sometimes even with the help of a few clicks. However, content marketing can be deceptive. As simple as it seems, early entrepreneurs generally oversee the benefits of a well-defined marketing strategy. Those mistakes might not interfere with your progress today but they can have rough consequences in the long run.

So what are some common content marketing mistakes that amateurs are making?

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Final thoughts

Being cognizant of these mistakes will ensure better quality posts. Of course, taking care of just these won’t be enough to guarantee increased traffic, better rankings and higher sales. However, these initial steps will ensure a strong content foundation which will eventually lead to better SEO optimization and Domain authority. In the words of Andy Crestodina, “Don’t take shortcuts. They take too long”.

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Miss Group acquires Hemsida24 & HEYMO

2018-09-12 — by Alexandra Linnuste

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BGF-backed Miss Group has acquired Hemsida24 along with its sub-brand HEYMO. Hemsida24 is an internet-based sitebuilder for websites and e-commerce and has delivered solutions for small and medium-sized businesses in Scandinavia since 2008. The strategic acquisition consolidates Miss Group’s position as one of the leading web hosting provider for SMB companies in Scandinavia.

“I have been following Hemsida24 AB for many years and I am impressed by their organic growth and simple and user friendly sitebuilder. With this acquisition we are adding 14 000 paying customers and now exceeds 80 000 customers in Miss Group. Hemsida24 also contributes with an EBITDA of 1 million Euros” said Mattias Kaneteg, founder and CEO at Miss Group

Ludvig Granberg, Co-founder & CEO at Hemsida24 added: “When we started Hemsida24 ten years ago I could never imagine that we would have more than 14,000 customers and such a great team. To continue to grow from here Hemsida24 and Heymo needs to be part of something bigger and this is where Miss Group comes in. I’m truly impressed with their expertise in marketing, sales and growth and I’m confident that Hemsida24 and Miss Group will continue to grow into something much larger.”

About Miss Group
Founded in 2014, Miss Group is an International Web Hosting Group that offers a range of Hosting related services at favorable prices such as Web Hosting, Domain Registration, VPS, Dedicated Servers, Sitebuilder, SSL-Certificate, SEO Tools, Web Security and Domain Management. Miss Hosting is also an ICANN-accredited Domain Name registrar via NameISP. The company is headquartered in Manchester, UK.

About Hemsida24
Hemsida24 is an internet-based sitebuilder for creating websites and e-commerce. You get professional results while you have full control and can update the website from any computer. Today, more than 14 000 Swedish companies use Hemsida24 and HEYMO’s website tool to build, manage and customize their websites.

High-growth Miss Group, a web hosting company, has received a £6.4m investment from BGF to accelerate its international expansion strategy. The group will use the funding to build further scale through driving organic growth and acquisition of web hosting companies in new and existing markets.

Founded by serial entrepreneur Mattias Kaneteg and headquartered in Manchester, Miss Group provides a range of services predominately to SMEs, including domain registration, site building, website hosting and email management.

Since its launch in 2014, the group has opened more than 70,000 accounts, established offices in Stockholm, Miami and Sofia and have also acquired two businesses in the UK and USA with the assistance of Manchester-based Corporate Financiers, Sedulo. Miss Group now employs more than 50 people globally and has developed a reputation for high quality customer service with a 9.8 rating on TrustPilot.

To further support its buy and build strategy, Miss Group has appointed Phil Male as Non-Executive Chair following an introduction by BGF. Phil is a former Chair of UK2 Group and previously served as Chief Strategy Officer at Cable & Wireless Worldwide. He is also Chair of BGF-backed Virtual1 and has successful built and exited multiple businesses in the technology sector.

Mattias Kaneteg, founder and CEO of Miss Group said: “We have moved at pace to add scale to our platform, improve our market share and increase our global coverage. Now that we have an established model and highly successful marketing campaigns which have generated strong organic growth, we are in a strong position to accelerate our expansion through acquisitions.

“As our minority partner, BGF provides access to a large network both in the UK and internationally and potentially more funding as we expand. We are very much looking forward to working with them.”

Pinesh Mehta, an investor at BGF who will join the Board of Miss Group said: “With a proven track record in building successful businesses, Mattias and his team have quickly scaled Miss Group by attracting and retaining a high volume of customers. This is testament to the group’s model, relationships with customers and partners, and focus on high-quality service.
“Miss Group has a clear and well thought out international growth strategy which they are ready to push ahead with. We’re delighted to be supporting this and to be backing such an ambitious, innovative and professional team.”

The investment in Miss Group was coordinated by Stuart Dutton of Sedulo, and led for BGF by Pinesh Mehta, Rhys Davenport and Neil Inskip who are part of the Manchester-based team covering the North West. The team recently announced investments in the owner and operator of Albert’s Schloss and Rudy’s Neapolitan Pizza, Mission Mars, and digital mapping company Gaist.

About BGF:
BGF is the most active and influential investor in small and mid-sized businesses in the UK, with £2.5bn to support a range of growing companies – early stage, growth stage and quoted – across every region and sector of the economy. In Ireland, BGF has an additional €250m to support Irish SMEs on a similar growth path.

BGF makes long-term equity capital investments in return for a minority stake in the companies it backs. Initial investments are typically between £1m-£10m followed by significant follow-on funding as required. BGF is a minority, non-controlling equity partner with a patient outlook, based on shared long-term goals with the management teams it backs.

With a specialist internal team of over 150 people, combined with an unparalleled international network of business leaders, sector experts, and board-level non-executives, BGF has a unique platform and capability to support growing UK and Irish SMEs. This is further reinforced through dedicated in-house support with Chair and senior executive selection and appointments provide by our Talent Network, now some 5,000 strong.

BGF invests off its own balance sheet allowing it to offer truly flexible investment structures with a mix of equity and loan notes as appropriate. BGF can also provide equity release for existing shareholders, and funding to support acquisitive and organic growth strategies at home and abroad.

www.bgf.co.uk
Social media: @BGFinvestments

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Miss Group Holdings raises capital to acquire US headquartered hosting company and expand global footprint in the US and Asia.

2018-01-29 — by Alexandra Linnuste

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High growth web hosting company, Miss Group Holdings (“Miss Group”), has acquired US headquartered hosting company in a transaction adding 20,000 new active accounts to the business.

The acquisition takes Miss Group to 70,000 global customers and reinforces underlines a continuation of the high growth strategy pursued since the company’s inception in 2014. Mattias Kanetag, CEO and Founder, of Miss Group said “This is a very important strategic acquisition for us improving our market share in the US but also opening new Asian markets for us. This adds to our hugely successful marketing campaigns which have generated exceptional organic growth.”

An investment in Miss Group by Harbert European Growth Capital, an investor in high growth European technology companies with proven management teams, funded the acquisition of the US headquartered hosting company.

“The hosting and domain market, whilst sizeable, remain fragmented with inconsistent customer support levels” explained Bryan McLoughlin, Vice President at Harbert European Growth Capital, “Mattias, and his team, are deeply experienced entrepreneurs with a proven track record of acquiring and retaining customers through high quality service and value. We’re delighted to support the continued expansion of Miss Group with our recent investment.”

Stuart Dutton of Sedulo Corporate Finance advised Miss Group on the recent fundraising and acquisition. Kanetag commented “I would like to thank the teams at both Sedulo Corporate Finance and Harbert for their support on these deals.”

About Miss Group

Founded in 2014, Miss Group is an International Web Hosting company that offers a range of Hosting related services at favorable prices such as Web Hosting, Domain Registration, VPS, Dedicated Servers, Site Builder, Magento Hosting, SEO Hosting, Affiliate Hosting, Email Management and more. The company is headquartered in Manchester, UK and has offices in Stockholm, Sweden, Miami, USA & Sofia, Bulgaria. Please see www.missgroup.com for more information.

About Harbert European Growth Capital

Harbert European Growth Capital (“HEGC”), an investment strategy of alternative asset manager Harbert Management Corporation (“HMC”), lends risk capital to technology and life sciences companies across Europe. HEGC has the ability to support businesses with follow-on reserves and a global network of commercial and investor relationships. Please see www.harbert.net for more information.

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Happy New Years from Miss Group

2017-12-28 — by Alexandra Linnuste

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New Years Eve is around the corner and as 2017 comes to an end we are thinking back on what a great year we’ve had at Miss Group. We couldn’t have done it without our amazing clients so this is a big thank you to YOU! 🙏❤️

Here are some peaks of our 2017.

• We now have over 50 000 accounts
• We have 50 employees across 3 continents
• Reached over 700 TrustPilot reviews
• Solved over 113 150 support tickets
• We opened an office in Bulgaria
• Acquired 4UKHOST in England
• We were one of the main sponsors of this years Nordic Domain Days in Stockholm
• Received 2017 “Best of Hollywood Award” in the US
• We met customers and new acquaintances from all over the world on conferences such as:

– World Hosting Days (Cloud Fest) Germany
– Affiliate Summit East in New York
– PUBCON in Las Vegas
– Nordic Domain Days in Stockholm
– Summit of iGaming in Malta
– World Gaming Expo in Monaco

Hope to meet you there next year as well!

It’s been a great year and we can’t wait to see what 2018 has in store for us!

Happy New Year from the whole team at Miss Group

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.NU domän för endast 4kr första året! – du sparar 115kr

2017-09-04 — by Alexandra Linnuste

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För att fira in att september äntligen är här så har vi ett supererbjudande på .NU domäner denna vecka! Registrera din .NU domän för endast 4kr första året! Du sparar hela 115kr per domän.

Kampanjvillkor:

• Kampanjen gäller till och med 10/09 23.00
• Pris avser första året, ej förnyelser
• Obegränsat antal registreringar per person
• Pengarna ska vara oss tillhanda senast den 10/09 23.00 (annars tas ordern bort)

Hälsningar från Miss Hosting

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Elon Musk bekräftar att han just köpt tillbaka X.com, domänen han ägde 1999

2017-07-11 — by Alexandra Linnuste

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Den 3 juli noterade bloggaren Elliot Silver att domänen X.com bytt ägare på Who.is, och nu är det bekräftat att det inte är någon annan än Elon Musk som köpt domänen.

Musk ägde tidgare X.com när domänen fungerade som ett hem för startup-bolag av finansiella tjänster som slutligen blev del av ett annat företag som heter Confinity i en affär som skulle bli rebranded som PayPal 2001.

Elos MuskEnstaka bokstavsdomäner är mycket värdefulla och det skulle inte vara överraskande om försäljningen gick på över 5 miljoner dollar skriver techcrunch.com även om inget pris har bekräftats i nuläget. På Miss Hosting gissar vi att domänen såldes för mer än så.

I skrivande stund har Elon inte uttalat sig om vad han kommer att använda domänen till så det ska bli spännande att se.

Köp .COM domäner på Miss Hosting för endast 89kr (första året) Just nu har vi även ett sommarerbjudande på .EU domäner för endast 12kr (första året) ordinarie pris: 49kr

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Miss Hosting inför Swish-betalningar

2017-06-21 — by Alexandra Linnuste

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I ett steg att ständigt ligga i framkant med ny teknik och smarta applikationer samt kunna erbjuda våra kunder de bästa och mest efterfrågade lösningarna på marknaden kan vi meddela att vi nu erbjuder Swish-betalningar för alla våra produkter på misshosting.se. Vi är i dagsläget det enda webbhotell som erbjuder Swish.

Betalningar har aldrig varit enklare, eller snabbare.

Det enda du behöver veta för att swisha pengar till en annan Swish-användare är mottagarens mobil- eller Swish-nummer. Pengarna kommer in på kontot inom loppet av några sekunder.

Swish är en tjänst som utvecklats för att erbjuda en enkel och trygg mobil tjänst för direkta betalningar.

Arbetet med att utveckla Swish startade som ett samarbete mellan sex av Sveriges största banker; Danske Bank, Handelsbanken, Länsförsäkringar, Nordea, SEB samt Swedbank och Sparbankerna. I december 2012 lanserades Swish, en mobil betallösning mellan privatpersoner.

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Miss Hosting Receives 2017 Best of Hollywood Award

2017-06-19 — by Alexandra Linnuste

We are very happy to announce that Miss Hosting has been selected for the 2017 Best of Hollywood Award in the Web Hosting Company category by the Hollywood Award Program.

Each year, the Hollywood Award Program identifies companies that we believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance the positive image of small business through service to their customers and our community. These exceptional companies help make the Hollywood area a great place to live, work and play.
Various sources of information were gathered and analyzed to choose the winners in each category. The 2017 Hollywood Award Program focuses on quality, not quantity. Winners are determined based on the information gathered both internally by the Hollywood Award Program and data provided by third parties.

2017 Best of Hollywood Award