MARKETING 101
More than just facebook

TAMID Berkeley —  10.24.13 — @rosenthal
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
OCTOBER 24, 2013
My background
What is marketing?
Why is marketing important?
What are the tools of marketing?
How do you ...
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
{elite}
Friday, October 25, 13
{elite}
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
Friday, October 25, 13
THE 5 C’S
Customers

Who are our customers?

Competition

Who competes with us in meeting those needs?

Collaborator

Who ...
THE 5 C’S

Customers
Competition
Collaborator
Context
Company skills
Friday, October 25, 13
SEGMENTATION +
TARGET MARKET
What segments of
need exist?
Defined by
characteristics,
behaviors, needs
Goal: clearly
differ...
VALUE PROPOSITION
Who are the customers?
What are the needs that the product fills?
Why is the product the best option to s...
Our __________ is __________ among all __________ because _________
(product/brand)

Friday, October 25, 13

(single most
...
Our __________ is __________ among all __________ because _________
(product/brand)

Friday, October 25, 13

(single most
...
Our __________ is __________ among all __________ because _________
(product/brand)

Friday, October 25, 13

(single most
...
WHAT IS A PRODUCT?
A product exists to deliver
benefits to a consumer

Marketers have a role

Enabled(by((
technology(

Fri...
FOUR P’S

Product: What are you selling?
Price: For how much? [Not based on cost]
Place: What’s your channel?
Promotion: W...
Friday, October 25, 13
Broadcast Media
•  TV/Radio
•  Print

Advertising

Direct Response
•  Mail/phone
•  email

Interactive Media

$$$$

Above&...
TRADEOFFS IN TOOLS
Addressable)/))
customized)

Web)

DIRECT)

Communica)on*
customiza)on*

Email)
Direct)
)))))))))))))Ra...
PUSH VS. PULL MARKETING

Friday, October 25, 13
PUSH VS. PULL MARKETING

Friday, October 25, 13
PUSH VS. PULL MARKETING

Friday, October 25, 13
Friday, October 25, 13
MARKET RESEARCH TOOLS

Friday, October 25, 13
MARKET RESEARCH TOOLS

Friday, October 25, 13
MARKET RESEARCH TOOLS

Friday, October 25, 13
MARKET RESEARCH TOOLS

Friday, October 25, 13
DIGITAL MARKETING
Carefully control costs
Respond to interest
Learn quickly
Study up
Work remotely
Digital Native

Friday,...
Digital Marketing Disrupts Traditional Marketing
Then

Now

Market Research

Focus groups conducted a few
times per year w...
HOW TO DESIGN A
DIGITAL CAMPAIGN
1. Choose a goal
2. Select tools/messages
3. Allocate budget to tools
4. Measure results
...
1. CHOOSE A GOAL
Drive customers to do one big thing that can be
measured online
Register at a website
Join a social mediu...
To choose a goal, understand first how the
HOW TO CHOOSE A
campaign relates to the broader marketing
GOAL?
mission.

Loyal...
2. SELECT TOOLS/
MESSAGES
Consumer
Organic
search on
search
engines

Display on
publisher sites
Paid search on
search engi...
OUTBOUND
How Outbound Digital Media Compare to Television

Outbound Marketing
Television

Awareness
Brand building

Leads,...
INBOUND

SEO (Search Engine Optimization)
Blog posts
Youtube
Contests

Friday, October 25, 13
MARKETING GOALS

Attract or retain customers
Increase Willingness to Pay (WTP)
Launch product
Improve brand

Friday, Octob...
Friday, October 25, 13
QUESTIONS?

twitter: @rosenthal
andrew@andrewjrosenthal.com
Slides available online

Friday, October 25, 13
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Marketing 101 for Berkeley TAMID - October 2013

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A presentation on marketing 101 for the Berkeley chapter of TAMID.

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Marketing 101 for Berkeley TAMID - October 2013

  1. 1. MARKETING 101 More than just facebook TAMID Berkeley —  10.24.13 — @rosenthal Friday, October 25, 13
  2. 2. Friday, October 25, 13
  3. 3. Friday, October 25, 13
  4. 4. Friday, October 25, 13
  5. 5. OCTOBER 24, 2013 My background What is marketing? Why is marketing important? What are the tools of marketing? How do you know if you’re doing it right? What works in digital marketing? I’ll share slides after Friday, October 25, 13
  6. 6. Friday, October 25, 13
  7. 7. Friday, October 25, 13
  8. 8. Friday, October 25, 13
  9. 9. Friday, October 25, 13
  10. 10. Friday, October 25, 13
  11. 11. Friday, October 25, 13
  12. 12. Friday, October 25, 13
  13. 13. {elite} Friday, October 25, 13
  14. 14. {elite} Friday, October 25, 13
  15. 15. Friday, October 25, 13
  16. 16. Friday, October 25, 13
  17. 17. Friday, October 25, 13
  18. 18. Friday, October 25, 13
  19. 19. THE 5 C’S Customers Who are our customers? Competition Who competes with us in meeting those needs? Collaborator Who should we enlist to help us and how do we motivate them? Context Company skills Friday, October 25, 13 What cultural, technological, and legal factors limit what is possible? What special competence do we possess to meet those needs?
  20. 20. THE 5 C’S Customers Competition Collaborator Context Company skills Friday, October 25, 13
  21. 21. SEGMENTATION + TARGET MARKET What segments of need exist? Defined by characteristics, behaviors, needs Goal: clearly differentiate between segments, but homogenous within segment Friday, October 25, 13
  22. 22. VALUE PROPOSITION Who are the customers? What are the needs that the product fills? Why is the product the best option to satisfy those needs? Our __________ is __________ among all __________ because _________ (product/brand) Friday, October 25, 13 (single most (competitors)! ( important claim)
  23. 23. Our __________ is __________ among all __________ because _________ (product/brand) Friday, October 25, 13 (single most (competitors)! ( important claim)
  24. 24. Our __________ is __________ among all __________ because _________ (product/brand) Friday, October 25, 13 (single most (competitors)! ( important claim)
  25. 25. Our __________ is __________ among all __________ because _________ (product/brand) Friday, October 25, 13 (single most (competitors)! ( important claim)
  26. 26. WHAT IS A PRODUCT? A product exists to deliver benefits to a consumer Marketers have a role Enabled(by(( technology( Friday, October 25, 13 Market( research( Sa2sfy( consumer( needs( Create( benefits( Problems(or( joys( Sa2sfy( consumer( needs( Product( Management /(Marke1ng( Create( benefits( Product( features( Product( Development( /(Engineering( Product( features( Culture(&( nature(
  27. 27. FOUR P’S Product: What are you selling? Price: For how much? [Not based on cost] Place: What’s your channel? Promotion: Who are you talking with? How? With what effect? How loudly? What are you saying? Friday, October 25, 13
  28. 28. Friday, October 25, 13
  29. 29. Broadcast Media •  TV/Radio •  Print Advertising Direct Response •  Mail/phone •  email Interactive Media $$$$ Above&the&line& Below&the&line& Promotion •  Web •  User-generated • Social Consumer Promos •  Coupons •  Rebates Trade Promotions •  Volume Discounts •  Slotting Allowances Friday, October 25, 13
  30. 30. TRADEOFFS IN TOOLS Addressable)/)) customized) Web) DIRECT) Communica)on* customiza)on* Email) Direct) )))))))))))))Radio) )))))))))))))Newspaper) ))))))))))))))))))Magazines) Mass) Catalogs) Infomercial) ))))))))Television) Broadcast)–)) One.way) messaging) Two.ways)with) Time)Lag)in)) response) Communica)on*interface* Friday, October 25, 13 TelemarkeIng) Two.way) Instantaneous) In)response)
  31. 31. PUSH VS. PULL MARKETING Friday, October 25, 13
  32. 32. PUSH VS. PULL MARKETING Friday, October 25, 13
  33. 33. PUSH VS. PULL MARKETING Friday, October 25, 13
  34. 34. Friday, October 25, 13
  35. 35. MARKET RESEARCH TOOLS Friday, October 25, 13
  36. 36. MARKET RESEARCH TOOLS Friday, October 25, 13
  37. 37. MARKET RESEARCH TOOLS Friday, October 25, 13
  38. 38. MARKET RESEARCH TOOLS Friday, October 25, 13
  39. 39. DIGITAL MARKETING Carefully control costs Respond to interest Learn quickly Study up Work remotely Digital Native Friday, October 25, 13
  40. 40. Digital Marketing Disrupts Traditional Marketing Then Now Market Research Focus groups conducted a few times per year with limited set of customers Continuous feedback from a large number of customers online New Product Development New products created by R&D with limited customer feedback Customers contribute new ideas to company regularly Customer Interactions One-way interactions from the company, two-way dialogue only occurred in-store Customers talk back to brands, customers talk to customers about brands Brand Positioning Created with agency and topdown communication to consumers through print, TV Created by the most engaged and loyal of customers, or the most angry of customers Targeting TV, print ads created for the mass market, some minimal targeting Microsegments, implicit personalization, explicit personalization Campaigns created with agency and launched for longer time period Campaigns evolve, users generate them, missteps are parodied, successes are lauded Content Creation Friday, October 25, 13
  41. 41. HOW TO DESIGN A DIGITAL CAMPAIGN 1. Choose a goal 2. Select tools/messages 3. Allocate budget to tools 4. Measure results Friday, October 25, 13
  42. 42. 1. CHOOSE A GOAL Drive customers to do one big thing that can be measured online Register at a website Join a social medium Answer a survey Transact Friday, October 25, 13
  43. 43. To choose a goal, understand first how the HOW TO CHOOSE A campaign relates to the broader marketing GOAL? mission. Loyalty loop Acquisition Friday, October 25, 13 Conversion Retention
  44. 44. 2. SELECT TOOLS/ MESSAGES Consumer Organic search on search engines Display on publisher sites Paid search on search engines Publishers What’s  a  publisher?  Any   traffic attractor. Google, Facebook, Yahoo, a thousand other branded sites, plus ad networks and ad exchanges. Outbound communication Firm finds consumer Friday, October 25, 13 Search Engines What’s  a  search  engine?   Google, Bing, Yahoo (powered by Bing,) Baidu, Ask, AOL (powered by Google.) Firm Inbound communication Consumer finds firm
  45. 45. OUTBOUND How Outbound Digital Media Compare to Television Outbound Marketing Television Awareness Brand building Leads, Conversions, Transactions Branding, Leads, Conversions Pricing CPM CPC CPM or CPC Metrics GRP, Awareness Brand Scores CTR, CPC, CPA CTR, CPC, CPA Brand Scores Budget A/S, SOV, GRP Target CPA Target CPA Target Brand Goals Issues No direct link to sales Pre-click: Attribution Post-click: CLV Attribution, CLV, Brand-sales link Unique Aspects Friday, October 25, 13 Facebook Ads Goals 19 Google AdWords Image, Emotions Narrative Accountable Interest-targeting Social Connections
  46. 46. INBOUND SEO (Search Engine Optimization) Blog posts Youtube Contests Friday, October 25, 13
  47. 47. MARKETING GOALS Attract or retain customers Increase Willingness to Pay (WTP) Launch product Improve brand Friday, October 25, 13
  48. 48. Friday, October 25, 13
  49. 49. QUESTIONS? twitter: @rosenthal andrew@andrewjrosenthal.com Slides available online Friday, October 25, 13

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