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Marketing Strategy of Nike – An Ultimate Branding Technique

by Shamsul January 14, 2022

Marketing Strategy of Nike: An Ultimate Branding Technique through Selling Benefits

 

Nike’s classic marketing strategy is no secret. When we hear the word, Nike, “Just Do It” instantly comes to our mind along with those Air Jordan that we always wanted to buy. Are we forgetting that logo? How can we, as it is the first thing that emerges in mind? Have you ever wondered if there is anything more behind Nike’s logo that makes it more lasting in our minds? Let’s read about the Marketing Strategy of Nike.

Well, there surely is more than this to the actual success of the brand.

The Popularity of Nike isn’t based on its marketing (well, not the recent one). Its early marketing strategy was quite different and it was the main reason for making the brand the top one. Any proper and leading marketing strategy is not more of a process but a wise move that lasts in the minds of customers. You can finally get to know the secret behind its strategy, which was just “supreme priority to customer value”.

If you are looking to grow your own brand, then below given contents and the brief details will help you to determine what steps and strategies your brand needs to grow to the lengths you want.

Earliest Marketing Strategy of Nike:

The first co-founder of Nike was a field and track coach. It was Bill Bowerman’s efforts and other factors that gave the brand its foundation stone. Bill started his experiments on his wife’s waffle maker to make running shoes tread of better quality. In that case, the results include a fine tread design and a ruined waffle maker.

Nike’s unique and incredible promoting strategy is not accidental and gave the product huge thumbs up. If you are aware of the huge jogging craze all across America in the ’60s and 70’s, you should also know that Bill has the blame for that. Although it may seem different now, in those times, jogging was not much of a popular choice and it needed bill to get famous. Bill made public much fan of jogging and thus introduced the brand as a jogging need. The contributions of Bill towards jogging emerged after he noticed a jogging club somewhere in New Zealand and it was when he understood its value and advocated it to others.

He spread his idea of fitness by using books that he wrote about jogging and his articles and book threw light on how fitness is related to exercises like jogging and many others. Along with a cardiologist, he wrote a 90-page book about jogging, which expanded a three-page jogger manual published earlier.

Besides his contributions and collaborations with athletes, he also worked with the running boom in 70’s that helped the brand grow better.

Nike’s Popularity was a lucky turn of Events or Thoughtful Marketing?

Well, this was somehow a combination of both. Bill’s Marketing Strategy of Nike was a perfect example of content marketing, but it is tough to apply no matter how easy it seems. Bill’s book was published even before his experiment with waffle makers and the first pair of Nike, so if it was not content marketing, what actually was?

Customer’s Interest is the Interest of Brand: 

Customers are always attracted to a fine product and the benefits that come with it. Justifying a product that gives you benefits is always an easy product to sell and this is what Nike’s Moon Shoes did. Bill promoted the idea of jogging and then introduced Moon Shine shoes to the market so basically it was the health benefit that people were paying for but not the shoes. It may not sound like a strategy to you but it certainly worked for Nike.

Need-Based Strategy:

The targeted Audience of Nike was not the one interested in buying the shoes but the one interested in staying or getting in shape. Running was indeed a popular activity for athletes and kids at that time, but it was never as widely accepted today. Today’s white color jobs have more embraced the idea of staying fit and thus the marketing of the brand in relation to cardiovascular health. Once Nike set the trend of jogging, the actual trend faded and the brand emerged as a need instead of jogging.

Read More: PESTLE ANALYSIS OF NIKE | NIKE PESTLE

Believe in your Product – Marketing Strategy of Nike

Bill never had money as his priority and although he wanted his brand to be popular, it is unlikely that being a millionaire was the main goal behind it. He wanted everyone to believe in the strength and need of sports, which was the ideology behind his brand. As a seller, you should be the first to believe in your idea and then convince anyone to buy whatever you are selling.

Sell Benefits, Not the Product:

As stated earlier, selling a benefit is always easy marketing rather than selling a product. The idea behind using a waffle maker was to make the lightweight tread, which will offer easy jogging. He knew that even such a small factor can earn all the Popularity and can match the need of a distance runner in a single attempt. That is why he got all the love, respect, and sales that he worked for.

Evolution of Nike’s Marketing Strategy:

As the mindset and market space have changed too much in the last few decades, Nike has also changed its marketing strategy in the 70’s. Although the tactics and aesthetics of this brand are now according to the market demands, but the message it conveys is still consistent with the very early idea. Nike is a perfect example of how you can shift your marketing needs to the standards set by new eras and yet stay true to the actual voice of the brand.

Accept and Welcome Technological Ideas:

The very first marketing strategy of Nike was based on published books and pamphlets, but the recent one is dominating and conveying the message through the famous technological media of today. They shifted from published media to television around 80’s and 90’s while now they are into the use of social media platforms for the use of marketing which is the need of today.

Adaption according to Customer Needs:

In any business, the customer is always the priority, and Nike seems to very well accept it. They are now working on using flashy objects to chase the customers and the needs of the era. They are making sure that the brand is not lagging behind the mindset of the customers in any form.

The Nike company has made sure that the brand is present and well seen on Instagram, and everything present on the feed is nothing less of valuable stuff. They believe in sharing the motivational ideas and messages (that was the voice of the brand since the 70’s) rather than crowding the feed with baseless sale pitches.

The Marketing Strategy of Nike also made sure that customers see influencers and the history behind the brand through its pages and subaccounts of social platforms. They have gained such a high impact in the minds of their customers that they can only say “check our women’s footwear choices” and still gain huge support on such platforms. But they decided to stay active and post the motivation on their feed that their products promise to provide.

Priority to Purpose:

Too much change is no change. If things are continuously changing around you, you would love to see something that is constant, and Nike knows this well. Their content marketing is yet true to its purpose, and the benefits are yet advertised on the regular basis but according to the needs of recent times. The idea of sticking to the basic voice while promoting the needs of the new generation is what made the brand stay firm while many other competitors became the tale of the past at the same time.

Modern Era and Nike’s Benefit based Marketing:

Nike is using the very same benefit since the start and it is consistent with its idea. It uses the cases and influencers for the marketing instead of the actual product. It draws attention to the cause, not to the product. They are seen as a sustainable brand with a modern and progressive idea, making them a future-centered brand and priority of the public.

If you go through any social media account of Nike, then you can clearly observe that they are not directly branding their product on any platform. But they are only conveying the idea of the brand, and their Audience can clearly see how much they are concerned and touched with the actual purpose of the brand which makes the health and sports debating brand. The idea of promoting health as the brand’s unofficial tagline is indeed what is attracting the right and a huge crowd.

Nike’s Email Marketing Strategy – Marketing Strategy of Nike

The example of emails from Nike shows how they are using the famous sporting influencers with their community all over the world for their promotion as leaders in sports. It means whenever people do think of sports, they do think of Nike directly. When your brand is present in everyone’s mind, then people will prefer to buy from you whenever they do need something. There are so many TV ads in which influencers are using the brand products and thus they get fame. They try to play an important role in national issues too. Recently, there was an issue of black women where the point was that black women are not being treated with the same level of respect as white people or their males.

These types of issues and regarding messages are commonly given by Nike. Now, they are also the representative of the social border movements. They try to go with positive conservation so that they are selling movement, not the product.

How to Apply the Marketing Strategy of Nike to your Brand’s Growth?

The history of the market strategy of Nike is very interesting. You can apply their strategy to your brand too.

1. Figure Out Needs of your Audience:

The Audience is always on the internet because they want the answers to their questions. You should create content that can easily address the concerns of customers. By doing so, you’ll come to know about the preferences of the Audience and thus you can easily answer the questions. You can solve so many issues by giving them what they are looking for. Your readers or customers can turn into your brand advocates too.

In the case of Nike, people wanted something which can help them to remain in shape. Jogging was very popular at that time and people were looking for jogging shoes. In this case, Nike provided people with their most wanted shoes and became popular among people as a brand that can support people to achieve their goals. If you don’t know about the choice of Audience, then you must put yourself in their position and try to have a look at scenes. By doing this, you’ll come to know about what the customers need instead of designing the features of your products. In this way, you can make a product according to the customer’s choice. it means research should be your priority.

2. Figure Out Best Way to Reach the Audience – Marketing Strategy of Nike

In the era of digital marketing, you should know when your Audience is available on the web and what is Audience looking for. You should keep in mind the recent trend of social media so that you can access your Audience easily. There are so many questions regarding it but the answer is only one that you should go where your audience is. You should know about the content of the Audience and their habits. You should share your products and content at those places where most of the Audience is present. After this all, you should try to make those products which people can easily afford.

3. Create content which can Address the needs of the Audience:

You should keep in mind the things about the needs of customers. It is required to create the best content about the needs of customers. You should share this content on those webs where most of the Audience is looking for it. If you are not entertaining, solving problems, or giving answers to the questions of the audience, then you need to think again about what you are doing. You should give answers in simple forms so that everyone can understand them at basic levels.

Key Takeaways About Marketing Strategy of Nike to Grow Your Brand:

You should go with the content which spreads information, not just the content which sells. The idea of content should be useful and creative.

Benefits of Not Selling:

You always sell the issue and people try to buy the solution. So, you need to prepare the solution. In the same way, they try to sell jogging, and then people started to look for jogging shoes. This kind of strategy helps a lot. Running shoes are for those who love to run or do jogging. So, selling them on jogging is a nice idea. In the world of content marketing, there is so much selling. It is fine to some extent but it misses the actual point that you should spread the ideas, not the products.

Good Content Marketing Spreads instead of Selling:

Content marketing is actually growing very rapidly and it brings the definitions which blur lines between the things what they actually are and what they are trying to be. It is a process, not a technique. The process consist is a certain step but content marketing does not depend upon steps. It is regarding the building of trust and providing value to customers.

Bill’s book was able to provide immense value and build trust. Instead of writing a book that is used as content marketing, he told me what marketing exactly is. He removed the blurry lines between the marketing content and values.

Selling of Ideas, Not the Products: Just Do It

Bill Bowerman did a lot of work to grow Nike into a timeless brand. It was not popular at the start but he worked really hard to reach this point. Instead of selling the products or shoes, he decided to sell the ideas. He tried to give knowledge to people about fitness and health. As a result, people started moving towards jogging or running shoes. Now, Nike is a brand that is in the global spotlight. The marketing strategy of Nike is great but if you cannot carry it then you just need to keep a few things in mind. You should know that social media is the future. The use of keywords is a very smart action. The strategy is really great. But you should try to provide the valuable thing to the customer as it will never go out of trend and it will help you a lot.

 
 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comment.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? Get in touch through Contact our team or my Freelancer.com profile. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

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January 14, 2022 0 comment
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How to Increase Your Natural Traffic with Content Marketing?

by Shamsul December 5, 2021

How to Increase Your Natural Traffic with Content Marketing?

 

If your goal is to increase your natural traffic, what methods should you implement to generate it? This post describes the process of building a content marketing strategy to attract customers traffic.

Implementing such a strategy starts with thorough research of your target audience, builds on determining the best format for your content, and focuses on how often it is going to be published.

Your content should adapt to the style of your target audience, focusing on the keywords they use in their online searches. By starting this process and then repeating it, you will be able to develop an effective strategy that will generate constant natural traffic.

1 – Identify your Target Audience

There is only one way to generate natural traffic:

It is necessary to identify your target audience. The content produced should be about topics that your potential buyers are passionate about. Therefore before you start creating this content, you need to precisely determine who they are.

Which type of people do you want to talk to? The best way to understand and analyze your audience is to create buyer personas.

Buyer personas are generalized and fictitious representations of your ideal customers. They allow you to better understand your customers and, therefore, easy to tailor your content for their specific needs, behaviors, and concerns.

Building a buyer persona is based on market research and information from your customer base. Check out this article to find out how to create a buyer persona.

2 – Create a List of Searched Keywords

Your audience should influence content creation, whether substance, form, style, or even subject. If you want to generate natural traffic with your content marketing, you need to discuss topics that interest your audience.

As for the implementation, it is also quite simple. You just need to know what your audience is looking for.

Market Knowledge

First of all, you must have a thorough knowledge of the industry in which you operate. If you have more knowledge about the field, it will be easier to create relevant content for you.

List of Searched Keywords

Based on your knowledge of the industry, choose five themes or long-tail keywords (longer than 3 words) that your target audience may want to research. Since this is a niche sector, these choices should be pretty limited.

An example, “iPhone” is not a good keyword: you have to be more precise because Internet users are viewing content that has been created specifically for them. On the other hand, “iPhone photo” is more accurate. You may have long-tail keywords such as “iPhone photo tools” or “iPhone landscape photo” within this industry. You can use each of these terms to create a category of blog posts.

Based on these two ideas, you can write a few articles:

5 of the best photo portrait editing options on iPhone (section: iPhone photo tools)

10 iPhone editing tools (section: iPhone photo tools)

How to conclude the best time of day to photograph landscapes with your iPhone (section: iPhone landscape photo)

When you’ve spotted a topic of choice for your audience, you can afford to spend the time and resources to create content that will cover that topic in detail.

For example, the keyword “iPhone photo tools” can give you many ideas for topics to create e-books, do webinars, or podcasts.

3 – Identify the Right Type of Content

You create buyer personas to determine the type of content your target audience is looking for.

Most business houses use a wide variety of content types for marketing purposes. According to the Content Marketing Institute, the companies whose content marketing produces the best results are those that use a greater variety of content (15 different types on average).

So you need to experiment and use different forms of content, but you also need to choose one that you will master perfectly. Your audience attachment and inclination to a certain type of content, and is the exact type that you should focus on in your marketing efforts.

Read Also: CONTENT MARKETING & APPROACHES

Here are Some of The Most Common Types of Content You Can Deliver To Your Audience:

1 – Blog: this type of content will allow companies that use it to achieve excellent results. For some, it may even become their main source of qualified leads.

2 – Visual aids: Depending on your audience, it may be important to use infographics and add visual aids to your content. A brand like GoPro has a powerful visual presence and already nearly 3 million followers on Instagram.

3 – Email: Some content experts focus primarily on email. Instead of commenting directly on blog posts, users respond to his emails, which then become a means of interaction.

4 – Webinars: The concept of webinars does not work for everyone but is extremely beneficial for some companies.

5 – Social networks: Some companies do not have blogs or newsletters but are well established on social networks. They, therefore, devote a large part of their marketing efforts to social networks.

6 – Videos: Videos are not easy to make and usually require more investment in terms of time and resources, but they can yield very good results when you are successful.

7 – Audio: While podcasts have already reached their peak, this form of content is still widely used.

Read Also: Ethical Responsibilities of Human Resources Management

To Determine What Type Of Content To Focus On, Ask Yourself The Following Questions:

1- What are your buyer personas looking for on Google?

2- What is the objective of this research?

3- What problems are they trying to solve?

4- What kind of content makes them stop, click, and consume?

Your audience defines the content you need to produce: You may have a preference for one type of content over another, but your audience may not be the same. Let the consumers of that content decide what format they like.

4 – Develop a Personality and a Style

All famous brands have their own style and personality. We believe that this is one of the most significant aspects of a brand. People who have similar tastes to you will tend to like you and seek out your business.

This trend is just as true when it comes to content marketing, whether it’s B2B or B2C. Consumers of content will be drawn to a personality that echoes their own personality and tastes. It’s not enough to know what kind of content your audience is looking for and how they want it presented to them.

GoPro is a prime example of the successful development of style and personality. The company’s attention is on athletes who want to show off their achievements. She, therefore, voluntarily adopted a style of content suited to this audience.

Their hugely popular Instagram account features user-contributed content. RedBull has taken a similar approach, and its YouTube account is simultaneously viral and intense.

5 – Define the Publication Frequency

Depending on the type of content

Blog posts aren’t posted as often as Twitter news. Generally speaking, a piece of content requires more work and longer resources longer to produce.

According to readers

You, also required to keep your audience in mind. When will they access your content?

How often?

When will she be most likely to see it?

When is the most convenient time to attend your webinar?

Create a calendar

Once the posting frequency is determined, organize and schedule your content to post. Without a coherent and strategic timeline, you will not be able to attract the target audience and increase your natural traffic.

Developing natural traffic is a process that takes time: you have to start, refine, rework and continue.

This is the essential guide to Growth.

 

Get support if you want to go faster in setting up your content strategy.

 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comment.

Do you want any help writing quality content, driving more traffic to your website, and boosting conversions? Get in touch through Contact our team or my Freelancer.com profile. I always prefer to work through Freelancer.com for smooth functioning. Here you pay safely and securely.

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December 5, 2021 0 comment
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Ecommerce Marketing Strategies for 2021 and Beyond

by Shamsul January 29, 2021

 

Ecommerce Marketing Strategies for 2021 and Beyond

 

According to an estimate, online sales will likely reach 476 billion dollars by 2024. In 2020, the trend of eCommerce is increasing and we saw a 374 billion dollar increase in this sector. This kind of exponential growth provides a great opportunity for marketers to work hard in order to stand out in the market. It’s a great chance to apply unique and useful ecommerce marketing policies.

As more customers are looking for discount vouchers and coupons to shop different products at an affordable cost. Facebook ads, promotional emails, and other social platforms can contribute immensely to this sector. This is a great technique to attain customer’s attention. Therefore, marketers should revise their ecommerce strategies in order to enhance their sales in 2021.

Ecommerce Marketing Strategies of 2021:

Internet is one of the most useful platforms for marketers that they can use in favor of their business and attract more people with effective strategies. For example, better quality and educational content help people to make better decisions while purchasing anything. The use of machine learning data and other channels help marketers to make predictive decisions in order to experience a healthy boom in their business. Here we have reviewed some important factors of ecommerce marketing strategies for 2021.

Content Marketing:

The internet is all about content because without content the use of the internet is not advantageous. From informative articles to funny GIFs and mind-provoking webinars, it is really easy to engage customers because these consumers use these techniques through their devices such as smartphones, laptops, tablets, and so on. But how marketers use them in favor of their business?

Content marketing consists of digital data such as articles, GIFs, pictures, videos, and more. This type of content can easily attract people due to eye-catching visual content and graphics. This is the best way to educate consumers about your offerings, products, or services. The procedure is really simple; you just need to provide people with problem-solving and informative content without any cost and in return, you will make a better impact on your brand or company. You can also tell the specification of your products through content marketing about these services. So, whenever you experience a blog section on any website that it is obvious that they are trying to attract people. But make sure that the data should be helpful, well-researched, and informative. Here are some ideas about content are given:

  • The data should be informative and well-researched.
  • Take benefit of quizzes and comparisons in order to attract people.
  • Use white papers, e-Books, and webinars.
  • Use video content and blog posts.

Applying Content Marketing to Your Business:

If you want to increase the demand for your product and want a leading-edge, then you should produce quality content. In ranking factor, content is among the top 3 on Google because without content internet is useless. This thing predicts the demand for content and it can be advantageous for your brand as it helps to increase the traffic on your website.

If you really want to use ecommerce marketing and want to lead, then you should focus on high search keywords so that consumers can find you with the utmost ease. The high volume means 1000 searches per month and this figure can be useful/worthless for some people. You need to find out some phrases that portray your offerings or services. For example, you can use yoga pants, meditation, or yoga keywords for a yoga store. For this purpose, you need to use keyword analysis tools like Ubbersuggest, Ahrefs, and SEMrush. In this way, you can lead on the internet with the help of these keywords and keyword analysis tools.

It is imperative to prioritize the concept and produce content by keeping the idea in mind. It is really important to focus on keywords, content format, angle, etc while making the content. In this way, you can attain top 10 ranking content on search engines like Google.

Add diverse values and try to make creative content in order to engage customers. When you are done with this process, then publish the content and share it on social and make it achievable for users. It is one of the most helpful methods so rinse and do again.

Referral Marketing:

It is one of the most underrated e-commerce marketing policies. We are influenced by social media and like to share our thoughts and experience. That’s why we always choose those channels as a brand that we can trust and that provide remarkable support and experience. You just need to focus on sharing positive information and news.

Applying Referral Marketing to Ecommerce Business:

Use referral program app or software developer design for your online website. Make sure that the program provides the right incentive. In this method, a discount voucher can do wonders for your product sale. Moreover, share your referral program to social connections, email category, and readers. As an alternative, work in partnership for your benefit with a popular blog, social media activist, and YouTube channels so that you can reach your target demographics. For example, if you offer food-related products, try to collaborate with diet influencers, lifestyle verticals, and diet programs.

Referral marketing is a great method to target your audience with the help of these methods because celebrities can charge a huge sum for endorsing your products. So, it is economical and effective in order to attract Gen-Z and other potential customers.

Omni-Channel Ecommerce Marketing:

If you really want to grow your ecommerce marketing then Omni-channel marketing is a plus. According to research, almost 60 percent of customers compare online stores, 48 percent look for brands, 40 percent in stores, 39 percent in reviews, 23 percent in social networking websites, and 20 percent in video platforms before buying anything. It shows that the consumers are already Omni-channel, that’s why you need to improve ecommerce sites.

Omni-channel is all about focusing on your online marketing existence in order to attract a target audience and produce opportunities to cooperate with your visions.

Applying Multi-Channel Marketing to Business:

Before launching a product, you should focus to collaborate with influencers, utilize demos on YouTube, online ads, and email campaigns. Make sure that the customer easy access to your demos so they should be problem-solving and clear their doubts. You can use AI and machine-learning platforms to predict data and consumer behavior.

Another important factor is product recommendations and promotional messages. Irrelevant and unconstructive information can create a bad impact on your brand. Plus, you can send birthday wishes to consumers through email communication and also offer promotional deals. Incentives can make a great difference in your sales and reach. Give discount offers to loyal consumers, personalized admiration videos, and smart retargeted ads.

In short, ecommerce marketing is really effective and useful for engaging consumers. It totally depends on you to find out what is important for your e-commerce website. Sadly, this process can be time-taking and hectic but in the end, you will get your desired results.

 

Need Help or Advice in Content Management:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Do you want any help to write content and drive more traffic and boost conversions; get in touch through Contact our team?

 

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January 29, 2021 4 comments
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