SlideShare a Scribd company logo
1 of 28
Download to read offline
AN OVERVIEW OF MARKETING
DANIA KADI
http://tinyurl.com/o7z8ppp
This presentation is intended as
a high level overview of the
discipline of marketing. Hope you
find it useful!
Dania
TABLE OF CONTENTS
 Definition
 The Marketing Mix
 Marketing Functions Overview
 A long list of functions
 Branding
 The corporate comms functions
 Other marketing functions
 CRM
 Exercise
 The Evolution of Marketing
 Customer behaviour
 The impact of technology
 Bought, Owned and Earned media
 Exercise
 Current trends
 What’s next
 Recommended Resources
 Q&A
"MARKETING ISTHE MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING,
ANTICIPATING AND SATISFYING CUSTOMER REQUIREMENTS PROFITABLY."
Two widely recognised sub-divisions:
• B2B - marketing to other businesses
• Business-to-business or B2B marketing involves products or services that are sold to other businesses,
enterprises or organisations.These products could include large-scale equipment, production machinery and
operating supplies like paper, pens, etc. In telecoms this often means marketing to enterprise and SMB customers
• B2C - marketing directly to consumers
• Business-to-consumer marketing (B2C) is about marketing to people who buy products and services for their
own personal or domestic use.This includes durable items such as mobile devices, cars, white goods as well as
consumer goods for fast consumption such as food and drink, also known as FMCG (Fast Moving Consumer
Goods). Marketing to very small businesses is sometimes included in this category as they tend to make many
purchases in general retail and other consumer outlets
Official academic definition from The Chartered Institute of Marketing (CIM)
THE MARKETING MIX
 The 4Ps model was created by E.
Jerome McCarthy in the 1960s.
Often considered as the “classic”
marketing model
 The 7Ps is the extended model.
Generally used in the service
industries, its use has spread since
the 1980s
Marketing
Mix
Product
Price
Promotion
Physical
EvidenceProcess
People
Place
The“classic”4Ps
The “extended” 7 Ps
ELEMENTS OFTHE MIX
Marketing
strategy
Product
•Design
•Technology
•Usefulness
•Packaging
Price
•Premium
•Loss leader
•Skimming
•Psychological
Place
•Retail
•Wholesale
•Internet
•Multichannel
Promotion
•Advertising
•Special offers
•User trials
•Content
Physical Evidence
•Facilities
•Infrastructure
•Services delivery
Process
•Uniformity of
offering
•Service delivery
•Service
consumption
People
•Employees
•Management
•Culture
•Customer Service
The 7Ps framework is one of the most
popular for deciding a marketing strategy for
services, from strategy setting to
implementation
Some also talk about the “8th P” which is about
Productivity and Quality
MARKETING FUNCTIONS OVERVIEW
A LONG LIST OF FUNCTIONS
Source: http://www.marketing-schools.org/types-of-marketing.html
BRANDING
 Definition:The marketing practice of creating a name, symbol or design that identifies and differentiates a company or its
product from others
 A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their
reputation for trustworthiness, and more
 A brand name instantly informs customers, investors and stakeholders about a company’s reputation, enabling them to
trust its products and business practices.The mention of a brand name or sight of its logo conjures perceptions and
customer experiences, positive or negative
 Branding teams are concerned with creating a lasting impression throughout all communications. Brand managers
issue guidance and oversee advertising and marketing activities to ensure messages and imagery are delivered
consistently
DIFFERENT COMPANIES DO IT DIFFERENTLY
Branded House House of BrandsHybrid
IN TELECOMS
Branded House House of Brands
INTERBRAND’S TOP 25 GLOBAL BRANDS
Methodology
Interbrand’s brand valuation brings together market, brand,
competitor, and financial data into a single framework.The ranking is
based on a combination of attributes that contribute to a brand’s
cumulative value:
• The financial performance of the branded products and services
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or
secure earnings for the company
http://interbrand.com/best-brands/best-global-brands/2015/ranking/
FORBES’TOP 5 GLOBAL BRANDS
http://www.forbes.com/powerful-brands/list/
Methodology
Forbes measures the world’s most valuable
brands by looking at the financial numbers.The
most valuable brands are the ones that generate
massive earnings in industries where branding
plays a major role. Forbes required brands to
have a presence in the U.S.
THE CORPORATE COMMS FUNCTIONS
 Investor (or “shareholder”) Relations – Historically, the primary objective of a shareholder relations programme was to
increase the company’s share price over the short term.Today companies seek to build long term relationships with their
shareholders and the wider financial community to help them gain cost-effective access to capital and support for their
business.
 Analyst Relations is the function that focuses on influencing and shaping industry analysts’ opinion about the company
and its products. It often works closely with Investor Relations.
 Public Relations (PR) is the way organisations, companies and individuals communicate with the public through
journalists, bloggers and other such media representatives. Examples include press releases, newsletters, public
appearances. Crisis management is also part of this function
 Internal Communication – also known as Employee Communication – facilitates strategic connections
and conversations within an organisation. Examples: regular management updates, change management programmes,
crisis communications, staffing updates
OTHER MARKETING FUNCTIONS
 Marketing communications (marcomms) is the function that develops and delivers promotional messages through the right media to
communicate with a target market.
 Product marketing includes defining the scope of the product line, identifying potential markets for a product, determining optimal pricing
and developing the value proposition to the target customers.
 Channel marketing is about extending promotional efforts and support materials aimed at partners in a distribution channel
(distributor, wholesaler, retailer).This involves marketing TO partners and THROUGH them to end customers.
 Retail marketing comprises the activities related to selling products through physical or online shops and locations. It encompasses
elements such as merchandising, in-store branding and promotions and focuses on charting and understanding customers’ experience
and journey inside the shop
 Direct marketing is the process of making direct contact with existing and potential customers. It targets specific individuals
using internal or external databases. It is mostly delivered through email marketing, telephone marketing and mobile and SMS
marketing. Marketing automation tools such as Oracle Eloqua and IBM Unica are widely used, it is also closely linked to CRM.
But traditional methods such as direct mail and leafleting continue to be used.
CRM
 CRM is a customer centric management approach, which aims to build and enhance the quality of a relationship between a
company and its individual customers by using technology to build institutional knowledge, understand, and predict customers’
needs and wants.
 A CRM system is an automated tool or set of tools for identifying, targeting, acquiring, and retaining customers. It helps
profile prospects and understand their requirements to provide the most suitable products and customer service. CRM
teams manage the customer database, recording their purchases and interactions with the company, especially with
customer support. CRM is considered as the base for retention and building customer lifetime value. Companies also use it
as a key touchpoint in cross-selling and upselling to existing customers. It also helps customers to manage some of their
own information. Key CRM solutions include Salesforce.
EXERCISE
Plot these against the typical product lifecycle
 Branding
 Channel Marketing
 Product Marketing
 CRM
 Marcomms
 PR
EXERCISE
Most marketing
departments tend to spend
their budgets and focus on
the “introduction” stage,
but in reality there are no
set ways of spreading your
marketing activities.
Creativity, engagement and
response to customer
needs are key.
THE EVOLUTION OF MARKETING
CUSTOMER BEHAVIOUR HAS BEEN TRANSFORMED
“In the past decade, what marketers do to
engage customers has changed almost beyond
recognition”- Harvard Business Review,August 2014
Customer behavior
• Increasingly complex purchase decision
• Increasing mobile media consumption
• Multi-screen usage
TECHNOLOGY HAS DEEPLY ALTERED MARKETING
New Marketing Roles
 Chief Marketing Technologist
 Chief Listening Officer
 Growth Hacker
 SEO Specialist
 Marketing app Designer
 Marketing Analytics specialist
 Bid Marketing Manager
 SEO Manager
 Digital Marketing Specialist
 Social Media Manager
 Community Manager
 Marketing Media/content manager
 Editorial planner
New MarketingTerminology
 “A/B testing”
 “Engagement”
 “Algorithm”
 “Inbound”
 “Content Marketing”
 “Marketing Optimisation”
 “Performance Marketing”
 “Tagging and Tracking”
 “MetaData”
ImagefromGoogle
BOUGHT, OWNED AND EARNED MEDIA
 Owned media is when you leverage a channel you create and control. This could be your company blog,YouTube
channel, your website, or even your Facebook page. Even though you don’t strictly “own’ yourYouTube channel
or your Facebook page, you do control them and don’t have to pay for basic usage.
 Earned media is when customers, the press and the public share your content, speak about your brand via
word of mouth, and otherwise discuss your brand. In other words, the mentions are “earned,” meaning they
are voluntarily given by others.
 Paid (bought) media is when you pay to leverage a third-party channel, such as sponsorships and
advertising on third-party sites.
EXERCISE
Plot these against BOE
 @mentions
 @replies
 Billboard ad
 Company website
 Company’s twitter
account
 Booth at trade show
 Facebook share
 Flyer
 In-store poster
 CustomerWebinar
 Organic Google search
result
 Retweet
 Top search hit on
Google
 TV Commercial
 Vending Machine
 YouTube comment
Bought
Owned
Earned
EXERCISE
Earned
• Retweet
• Facebook share
• Organic Google
search result
• YouTube comment
• @mentions
• @replies
Owned
• Booth at Trade show
• Customer Webinar
• Company website
• In-store poster
• Flyer
• Vending Machine
• Company twitter account
Bought
• TV Commercial
• Top search hit on
Google
• Billboard Ad
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-
2016/
CURRENT TRENDS
Source: the Boston Consulting Group
Source: the Lego Group
WHAT’S NEXT?
New or Growing Disruptions
 Wearables
 3D Printing
 Internet of Things (IoT)
 Big Data (including market and customer insight and
predictive analytics)
 Conversion rate optimisation (CRO)
 Location based marketing
 CRM and Social Customer Care
New Politics
 The rise of the Chief MarketingTechnologist
 The shift in control of marketing technology from IT
and Sales to Marketing.
 Marketing performance measurement/accountability
 From digital silos to integrated teams
RECOMMENDED RESOURCES
 www.cim.co.uk
 http://www.adweek.com/
 http://www.campaign.magazine.co.uk
 www.hubspot.com
 www.marketo.com
 www.hbr.org
 www.simplymeasured.com
 http://www.brandrepublic.com
 http://www.meltwater.com/uk/
THANKS 

More Related Content

What's hot

Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing CommunicationsChris Huebner
 
Marketing 1.0-4.0
Marketing 1.0-4.0Marketing 1.0-4.0
Marketing 1.0-4.0RituJain142
 
Imc course session 5 promotions opportunity analysis
Imc course session 5 promotions opportunity analysisImc course session 5 promotions opportunity analysis
Imc course session 5 promotions opportunity analysisAli Raza Merchant
 
Integrated Marketing Communication_Introduction
Integrated Marketing Communication_IntroductionIntegrated Marketing Communication_Introduction
Integrated Marketing Communication_IntroductionPrabhjot Jolly
 
Integrated Marketing communications
Integrated Marketing communicationsIntegrated Marketing communications
Integrated Marketing communicationsTom Chapman
 
A brief introductiontion ingrated marketing communication 12816463776467-php...
A brief introductiontion  ingrated marketing communication 12816463776467-php...A brief introductiontion  ingrated marketing communication 12816463776467-php...
A brief introductiontion ingrated marketing communication 12816463776467-php...Chandran T
 
Integrated marketing communication by manish badhiye
Integrated marketing communication by manish badhiyeIntegrated marketing communication by manish badhiye
Integrated marketing communication by manish badhiyeManish Badhiye
 
Moblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 WorldMoblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 WorldClearAction Continuum
 
Marketing 5.0 philip kotler
Marketing 5.0 philip kotlerMarketing 5.0 philip kotler
Marketing 5.0 philip kotlerAhmed AliKasem
 
Externalize marketing? When it makes business sense.
Externalize marketing? When it makes business sense.Externalize marketing? When it makes business sense.
Externalize marketing? When it makes business sense.Juan Carlos Sanchez
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication StrategyHisham Salah, MBA, PMD
 
Truman Company - CMO Club Executive Insights
Truman Company - CMO Club Executive InsightsTruman Company - CMO Club Executive Insights
Truman Company - CMO Club Executive InsightsMark Bonchek
 

What's hot (20)

Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
Marketing 1.0-4.0
Marketing 1.0-4.0Marketing 1.0-4.0
Marketing 1.0-4.0
 
Imc course session 5 promotions opportunity analysis
Imc course session 5 promotions opportunity analysisImc course session 5 promotions opportunity analysis
Imc course session 5 promotions opportunity analysis
 
Integrated Marketing Communication_Introduction
Integrated Marketing Communication_IntroductionIntegrated Marketing Communication_Introduction
Integrated Marketing Communication_Introduction
 
Imc
ImcImc
Imc
 
INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONSINTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
 
Integrated Marketing communications
Integrated Marketing communicationsIntegrated Marketing communications
Integrated Marketing communications
 
The Role of Integrated Marketing Communications
The Role of Integrated Marketing CommunicationsThe Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
 
A brief introductiontion ingrated marketing communication 12816463776467-php...
A brief introductiontion  ingrated marketing communication 12816463776467-php...A brief introductiontion  ingrated marketing communication 12816463776467-php...
A brief introductiontion ingrated marketing communication 12816463776467-php...
 
Integrated marketing communication by manish badhiye
Integrated marketing communication by manish badhiyeIntegrated marketing communication by manish badhiye
Integrated marketing communication by manish badhiye
 
Moblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 WorldMoblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 World
 
templates
templatestemplates
templates
 
Decland 6
Decland 6Decland 6
Decland 6
 
Marketing 5.0 philip kotler
Marketing 5.0 philip kotlerMarketing 5.0 philip kotler
Marketing 5.0 philip kotler
 
Externalize marketing? When it makes business sense.
Externalize marketing? When it makes business sense.Externalize marketing? When it makes business sense.
Externalize marketing? When it makes business sense.
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication Strategy
 
Truman Company - CMO Club Executive Insights
Truman Company - CMO Club Executive InsightsTruman Company - CMO Club Executive Insights
Truman Company - CMO Club Executive Insights
 
What is "integrated branding"?
What is "integrated branding"?What is "integrated branding"?
What is "integrated branding"?
 

Viewers also liked

¿Dónde viven los reyes magos?
¿Dónde viven los reyes magos?¿Dónde viven los reyes magos?
¿Dónde viven los reyes magos?sandracabello
 
Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...
Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...
Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...Jorge Luis Alonso
 
El encuentro educativo sofia
El encuentro   educativo sofiaEl encuentro   educativo sofia
El encuentro educativo sofiaSofia1789
 
Light Weight Fingerprinting for Video Playback Verification in MPEG DASH
Light Weight Fingerprinting for Video Playback Verification in MPEG DASHLight Weight Fingerprinting for Video Playback Verification in MPEG DASH
Light Weight Fingerprinting for Video Playback Verification in MPEG DASHUnited States Air Force Academy
 
Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)
Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)
Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)DrMarkHogan
 
Cómo comunicar lo que se quiere decir.
Cómo comunicar lo que se quiere decir.Cómo comunicar lo que se quiere decir.
Cómo comunicar lo que se quiere decir.aguirrealma0120
 
Andy Ray - Capstone Paper Final PDF
Andy Ray - Capstone Paper Final PDFAndy Ray - Capstone Paper Final PDF
Andy Ray - Capstone Paper Final PDFAndrew Ray
 
Business Plan Básico Brox Technology
Business Plan Básico Brox Technology Business Plan Básico Brox Technology
Business Plan Básico Brox Technology Brox Technology
 
Pacientes empoderados | Esther Sabando
 Pacientes empoderados | Esther Sabando Pacientes empoderados | Esther Sabando
Pacientes empoderados | Esther SabandoCOM SALUD
 
El método del centro de gravedad
El método del centro de gravedadEl método del centro de gravedad
El método del centro de gravedadAngel Rodriguez S
 
El perfil del victimólogo
El perfil del victimólogoEl perfil del victimólogo
El perfil del victimólogoJane Alina
 
Importance of agricultural statistics for estimating GHG emissions from Agric...
Importance of agricultural statistics for estimating GHG emissions from Agric...Importance of agricultural statistics for estimating GHG emissions from Agric...
Importance of agricultural statistics for estimating GHG emissions from Agric...FAO
 
Ch. 5.4 -alexander-empire builder
Ch. 5.4 -alexander-empire builderCh. 5.4 -alexander-empire builder
Ch. 5.4 -alexander-empire builderJohn Hext
 

Viewers also liked (20)

¿Dónde viven los reyes magos?
¿Dónde viven los reyes magos?¿Dónde viven los reyes magos?
¿Dónde viven los reyes magos?
 
Tp de cojinetes
Tp de cojinetesTp de cojinetes
Tp de cojinetes
 
Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...
Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...
Conceptos, pautas y herramientas. Enfoque participativo en cadenas productiva...
 
Variedades sedum Emmanuel Baghin
Variedades sedum Emmanuel BaghinVariedades sedum Emmanuel Baghin
Variedades sedum Emmanuel Baghin
 
28 de septiembre
28 de septiembre28 de septiembre
28 de septiembre
 
El encuentro educativo sofia
El encuentro   educativo sofiaEl encuentro   educativo sofia
El encuentro educativo sofia
 
Tasa tobin
Tasa tobinTasa tobin
Tasa tobin
 
Light Weight Fingerprinting for Video Playback Verification in MPEG DASH
Light Weight Fingerprinting for Video Playback Verification in MPEG DASHLight Weight Fingerprinting for Video Playback Verification in MPEG DASH
Light Weight Fingerprinting for Video Playback Verification in MPEG DASH
 
Opa Artists Profile
Opa Artists ProfileOpa Artists Profile
Opa Artists Profile
 
SANDEEP SINGH KOLI
SANDEEP SINGH KOLISANDEEP SINGH KOLI
SANDEEP SINGH KOLI
 
Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)
Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)
Functionalizing a dentin bonding resin to become bioactive (Tobias Tauböck)
 
Emprendimiento
EmprendimientoEmprendimiento
Emprendimiento
 
Cómo comunicar lo que se quiere decir.
Cómo comunicar lo que se quiere decir.Cómo comunicar lo que se quiere decir.
Cómo comunicar lo que se quiere decir.
 
Andy Ray - Capstone Paper Final PDF
Andy Ray - Capstone Paper Final PDFAndy Ray - Capstone Paper Final PDF
Andy Ray - Capstone Paper Final PDF
 
Business Plan Básico Brox Technology
Business Plan Básico Brox Technology Business Plan Básico Brox Technology
Business Plan Básico Brox Technology
 
Pacientes empoderados | Esther Sabando
 Pacientes empoderados | Esther Sabando Pacientes empoderados | Esther Sabando
Pacientes empoderados | Esther Sabando
 
El método del centro de gravedad
El método del centro de gravedadEl método del centro de gravedad
El método del centro de gravedad
 
El perfil del victimólogo
El perfil del victimólogoEl perfil del victimólogo
El perfil del victimólogo
 
Importance of agricultural statistics for estimating GHG emissions from Agric...
Importance of agricultural statistics for estimating GHG emissions from Agric...Importance of agricultural statistics for estimating GHG emissions from Agric...
Importance of agricultural statistics for estimating GHG emissions from Agric...
 
Ch. 5.4 -alexander-empire builder
Ch. 5.4 -alexander-empire builderCh. 5.4 -alexander-empire builder
Ch. 5.4 -alexander-empire builder
 

Similar to An overview of marketing

Trends in marketing.pptx
Trends in marketing.pptxTrends in marketing.pptx
Trends in marketing.pptxNithyaJeevan1
 
4,integrated marketing communications
4,integrated marketing communications4,integrated marketing communications
4,integrated marketing communicationsAnanth Krishnan
 
Building A Customer-Centered Content Strategy
Building A Customer-Centered Content StrategyBuilding A Customer-Centered Content Strategy
Building A Customer-Centered Content StrategyG3 Communications
 
MF strategic marketing strategic role of marketing
MF strategic marketing strategic role of marketingMF strategic marketing strategic role of marketing
MF strategic marketing strategic role of marketingFuNk IN
 
Marketing concepts | Kamal Singh
Marketing concepts | Kamal SinghMarketing concepts | Kamal Singh
Marketing concepts | Kamal SinghKamalSingh397
 
Marketing Principles.pptx
Marketing Principles.pptxMarketing Principles.pptx
Marketing Principles.pptxMercy194431
 
Technologyadvice social crm buyers guide
Technologyadvice social crm buyers guideTechnologyadvice social crm buyers guide
Technologyadvice social crm buyers guideMarcel Mitura
 
2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce Pardot2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
 
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approachRewiring marketing: a practice based approach
Rewiring marketing: a practice based approachBrowne & Mohan
 
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BDLMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BDMark Power
 
How digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsHow digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsTim Nagels
 
How To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing ModelHow To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing ModelKenneth Kwan
 
ALL ABOUT MARKETING by Aditi Walia
ALL ABOUT MARKETING by Aditi WaliaALL ABOUT MARKETING by Aditi Walia
ALL ABOUT MARKETING by Aditi WaliaAditi Walia
 

Similar to An overview of marketing (20)

Marketing management
Marketing managementMarketing management
Marketing management
 
Trends in marketing.pptx
Trends in marketing.pptxTrends in marketing.pptx
Trends in marketing.pptx
 
Structuring Your Marketing Team
Structuring Your Marketing TeamStructuring Your Marketing Team
Structuring Your Marketing Team
 
4,integrated marketing communications
4,integrated marketing communications4,integrated marketing communications
4,integrated marketing communications
 
Building A Customer-Centered Content Strategy
Building A Customer-Centered Content StrategyBuilding A Customer-Centered Content Strategy
Building A Customer-Centered Content Strategy
 
MF strategic marketing strategic role of marketing
MF strategic marketing strategic role of marketingMF strategic marketing strategic role of marketing
MF strategic marketing strategic role of marketing
 
Marketing concepts | Kamal Singh
Marketing concepts | Kamal SinghMarketing concepts | Kamal Singh
Marketing concepts | Kamal Singh
 
Marketing
MarketingMarketing
Marketing
 
Marketing Principles.pptx
Marketing Principles.pptxMarketing Principles.pptx
Marketing Principles.pptx
 
Technologyadvice social crm buyers guide
Technologyadvice social crm buyers guideTechnologyadvice social crm buyers guide
Technologyadvice social crm buyers guide
 
2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce Pardot2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce Pardot
 
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approachRewiring marketing: a practice based approach
Rewiring marketing: a practice based approach
 
Report on marketing strategies of Amazon
Report on marketing strategies of AmazonReport on marketing strategies of Amazon
Report on marketing strategies of Amazon
 
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BDLMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
 
How digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsHow digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizations
 
Mm
MmMm
Mm
 
How To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing ModelHow To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing Model
 
Marketing mgmt
Marketing mgmtMarketing mgmt
Marketing mgmt
 
ALL ABOUT MARKETING by Aditi Walia
ALL ABOUT MARKETING by Aditi WaliaALL ABOUT MARKETING by Aditi Walia
ALL ABOUT MARKETING by Aditi Walia
 
Digital marketing essentials module 4
Digital marketing essentials module 4Digital marketing essentials module 4
Digital marketing essentials module 4
 

Recently uploaded

social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)DEVARAJV16
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisjunaid794917
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfVWO
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfCIO Business World
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and usesbhavanirupeshmoksha
 

Recently uploaded (20)

social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysis
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and uses
 

An overview of marketing

  • 1. AN OVERVIEW OF MARKETING DANIA KADI http://tinyurl.com/o7z8ppp
  • 2. This presentation is intended as a high level overview of the discipline of marketing. Hope you find it useful! Dania
  • 3. TABLE OF CONTENTS  Definition  The Marketing Mix  Marketing Functions Overview  A long list of functions  Branding  The corporate comms functions  Other marketing functions  CRM  Exercise  The Evolution of Marketing  Customer behaviour  The impact of technology  Bought, Owned and Earned media  Exercise  Current trends  What’s next  Recommended Resources  Q&A
  • 4. "MARKETING ISTHE MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING, ANTICIPATING AND SATISFYING CUSTOMER REQUIREMENTS PROFITABLY." Two widely recognised sub-divisions: • B2B - marketing to other businesses • Business-to-business or B2B marketing involves products or services that are sold to other businesses, enterprises or organisations.These products could include large-scale equipment, production machinery and operating supplies like paper, pens, etc. In telecoms this often means marketing to enterprise and SMB customers • B2C - marketing directly to consumers • Business-to-consumer marketing (B2C) is about marketing to people who buy products and services for their own personal or domestic use.This includes durable items such as mobile devices, cars, white goods as well as consumer goods for fast consumption such as food and drink, also known as FMCG (Fast Moving Consumer Goods). Marketing to very small businesses is sometimes included in this category as they tend to make many purchases in general retail and other consumer outlets Official academic definition from The Chartered Institute of Marketing (CIM)
  • 5. THE MARKETING MIX  The 4Ps model was created by E. Jerome McCarthy in the 1960s. Often considered as the “classic” marketing model  The 7Ps is the extended model. Generally used in the service industries, its use has spread since the 1980s Marketing Mix Product Price Promotion Physical EvidenceProcess People Place The“classic”4Ps The “extended” 7 Ps
  • 6. ELEMENTS OFTHE MIX Marketing strategy Product •Design •Technology •Usefulness •Packaging Price •Premium •Loss leader •Skimming •Psychological Place •Retail •Wholesale •Internet •Multichannel Promotion •Advertising •Special offers •User trials •Content Physical Evidence •Facilities •Infrastructure •Services delivery Process •Uniformity of offering •Service delivery •Service consumption People •Employees •Management •Culture •Customer Service The 7Ps framework is one of the most popular for deciding a marketing strategy for services, from strategy setting to implementation Some also talk about the “8th P” which is about Productivity and Quality
  • 8. A LONG LIST OF FUNCTIONS Source: http://www.marketing-schools.org/types-of-marketing.html
  • 9. BRANDING  Definition:The marketing practice of creating a name, symbol or design that identifies and differentiates a company or its product from others  A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more  A brand name instantly informs customers, investors and stakeholders about a company’s reputation, enabling them to trust its products and business practices.The mention of a brand name or sight of its logo conjures perceptions and customer experiences, positive or negative  Branding teams are concerned with creating a lasting impression throughout all communications. Brand managers issue guidance and oversee advertising and marketing activities to ensure messages and imagery are delivered consistently
  • 10. DIFFERENT COMPANIES DO IT DIFFERENTLY Branded House House of BrandsHybrid
  • 11. IN TELECOMS Branded House House of Brands
  • 12. INTERBRAND’S TOP 25 GLOBAL BRANDS Methodology Interbrand’s brand valuation brings together market, brand, competitor, and financial data into a single framework.The ranking is based on a combination of attributes that contribute to a brand’s cumulative value: • The financial performance of the branded products and services • The role the brand plays in influencing customer choice • The strength the brand has to command a premium price or secure earnings for the company http://interbrand.com/best-brands/best-global-brands/2015/ranking/
  • 13. FORBES’TOP 5 GLOBAL BRANDS http://www.forbes.com/powerful-brands/list/ Methodology Forbes measures the world’s most valuable brands by looking at the financial numbers.The most valuable brands are the ones that generate massive earnings in industries where branding plays a major role. Forbes required brands to have a presence in the U.S.
  • 14. THE CORPORATE COMMS FUNCTIONS  Investor (or “shareholder”) Relations – Historically, the primary objective of a shareholder relations programme was to increase the company’s share price over the short term.Today companies seek to build long term relationships with their shareholders and the wider financial community to help them gain cost-effective access to capital and support for their business.  Analyst Relations is the function that focuses on influencing and shaping industry analysts’ opinion about the company and its products. It often works closely with Investor Relations.  Public Relations (PR) is the way organisations, companies and individuals communicate with the public through journalists, bloggers and other such media representatives. Examples include press releases, newsletters, public appearances. Crisis management is also part of this function  Internal Communication – also known as Employee Communication – facilitates strategic connections and conversations within an organisation. Examples: regular management updates, change management programmes, crisis communications, staffing updates
  • 15. OTHER MARKETING FUNCTIONS  Marketing communications (marcomms) is the function that develops and delivers promotional messages through the right media to communicate with a target market.  Product marketing includes defining the scope of the product line, identifying potential markets for a product, determining optimal pricing and developing the value proposition to the target customers.  Channel marketing is about extending promotional efforts and support materials aimed at partners in a distribution channel (distributor, wholesaler, retailer).This involves marketing TO partners and THROUGH them to end customers.  Retail marketing comprises the activities related to selling products through physical or online shops and locations. It encompasses elements such as merchandising, in-store branding and promotions and focuses on charting and understanding customers’ experience and journey inside the shop  Direct marketing is the process of making direct contact with existing and potential customers. It targets specific individuals using internal or external databases. It is mostly delivered through email marketing, telephone marketing and mobile and SMS marketing. Marketing automation tools such as Oracle Eloqua and IBM Unica are widely used, it is also closely linked to CRM. But traditional methods such as direct mail and leafleting continue to be used.
  • 16. CRM  CRM is a customer centric management approach, which aims to build and enhance the quality of a relationship between a company and its individual customers by using technology to build institutional knowledge, understand, and predict customers’ needs and wants.  A CRM system is an automated tool or set of tools for identifying, targeting, acquiring, and retaining customers. It helps profile prospects and understand their requirements to provide the most suitable products and customer service. CRM teams manage the customer database, recording their purchases and interactions with the company, especially with customer support. CRM is considered as the base for retention and building customer lifetime value. Companies also use it as a key touchpoint in cross-selling and upselling to existing customers. It also helps customers to manage some of their own information. Key CRM solutions include Salesforce.
  • 17. EXERCISE Plot these against the typical product lifecycle  Branding  Channel Marketing  Product Marketing  CRM  Marcomms  PR
  • 18. EXERCISE Most marketing departments tend to spend their budgets and focus on the “introduction” stage, but in reality there are no set ways of spreading your marketing activities. Creativity, engagement and response to customer needs are key.
  • 19. THE EVOLUTION OF MARKETING
  • 20. CUSTOMER BEHAVIOUR HAS BEEN TRANSFORMED “In the past decade, what marketers do to engage customers has changed almost beyond recognition”- Harvard Business Review,August 2014 Customer behavior • Increasingly complex purchase decision • Increasing mobile media consumption • Multi-screen usage
  • 21. TECHNOLOGY HAS DEEPLY ALTERED MARKETING New Marketing Roles  Chief Marketing Technologist  Chief Listening Officer  Growth Hacker  SEO Specialist  Marketing app Designer  Marketing Analytics specialist  Bid Marketing Manager  SEO Manager  Digital Marketing Specialist  Social Media Manager  Community Manager  Marketing Media/content manager  Editorial planner New MarketingTerminology  “A/B testing”  “Engagement”  “Algorithm”  “Inbound”  “Content Marketing”  “Marketing Optimisation”  “Performance Marketing”  “Tagging and Tracking”  “MetaData” ImagefromGoogle
  • 22. BOUGHT, OWNED AND EARNED MEDIA  Owned media is when you leverage a channel you create and control. This could be your company blog,YouTube channel, your website, or even your Facebook page. Even though you don’t strictly “own’ yourYouTube channel or your Facebook page, you do control them and don’t have to pay for basic usage.  Earned media is when customers, the press and the public share your content, speak about your brand via word of mouth, and otherwise discuss your brand. In other words, the mentions are “earned,” meaning they are voluntarily given by others.  Paid (bought) media is when you pay to leverage a third-party channel, such as sponsorships and advertising on third-party sites.
  • 23. EXERCISE Plot these against BOE  @mentions  @replies  Billboard ad  Company website  Company’s twitter account  Booth at trade show  Facebook share  Flyer  In-store poster  CustomerWebinar  Organic Google search result  Retweet  Top search hit on Google  TV Commercial  Vending Machine  YouTube comment Bought Owned Earned
  • 24. EXERCISE Earned • Retweet • Facebook share • Organic Google search result • YouTube comment • @mentions • @replies Owned • Booth at Trade show • Customer Webinar • Company website • In-store poster • Flyer • Vending Machine • Company twitter account Bought • TV Commercial • Top search hit on Google • Billboard Ad
  • 26. WHAT’S NEXT? New or Growing Disruptions  Wearables  3D Printing  Internet of Things (IoT)  Big Data (including market and customer insight and predictive analytics)  Conversion rate optimisation (CRO)  Location based marketing  CRM and Social Customer Care New Politics  The rise of the Chief MarketingTechnologist  The shift in control of marketing technology from IT and Sales to Marketing.  Marketing performance measurement/accountability  From digital silos to integrated teams
  • 27. RECOMMENDED RESOURCES  www.cim.co.uk  http://www.adweek.com/  http://www.campaign.magazine.co.uk  www.hubspot.com  www.marketo.com  www.hbr.org  www.simplymeasured.com  http://www.brandrepublic.com  http://www.meltwater.com/uk/