This document provides an overview of a digital marketing course. It includes a schedule with various session topics like digital marketing strategy development, social media marketing, paid search marketing, and website design. It also lists required and reference reading materials. The document discusses frameworks for conducting external and internal analysis as part of a digital marketing assessment phase. This involves analyzing the macro and micro environment, market situation, and a company's offering mix, marketing mix, resources, and competencies. It also provides examples of segmentation, targeting, and positioning strategies.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
The document discusses distribution channel management. It defines key terms like distribution channel, intermediaries, direct and indirect selling. It describes different types of distribution channels like intensive, selective and exclusive distribution. It also discusses various channel partners like wholesalers, distributors and retailers; and their roles and functions. Factors affecting the choice of distribution strategy are also highlighted.
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
Identifying Market Segments and Targets / Marketing Management By Kotler K...Choudhry Asad
This document discusses market segmentation, targeting, and positioning. It provides the following key points:
1. Market segmentation involves identifying distinct groups of customers based on their needs and preferences. Targeting involves selecting specific segments to target, while positioning establishes the benefits of the market offering.
2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
3. Effective segmentation criteria for target selection includes segments being measurable, accessible, substantial in size/profitability, and responsive to different marketing mix elements.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
This document discusses key concepts in developing marketing strategies and plans. It covers value delivery processes, the value chain, core business processes, core competencies, holistic marketing, marketing plans, levels of marketing plans, corporate headquarters planning activities including defining mission and assessing growth opportunities, strategic business units, Porter's generic strategies, and categories of marketing alliances. The document provides definitions and explanations of these marketing concepts.
Internal marketing is a process that aligns, motivates, and empowers employees at all levels to consistently deliver a satisfying customer experience. It involves training staff on their marketing roles, effective internal communications, and programs to enhance understanding of the organization's marketing orientation. Successful internal marketing programs require motivation, coordination, information sharing, and educating employees.
The document outlines Parasuraman, Berry, and Zeithaml's Gaps Model of Service Quality which identifies gaps between customer expectations and perceptions that can occur within an organization, and it discusses their SERVQUAL framework for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The Gaps Model is used to show how four internal gaps within a company relating to understanding customer expectations, service design, service delivery, and communications can contribute to an overall gap between customer expectations and perceptions of service quality.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
The document discusses distribution channel management. It defines key terms like distribution channel, intermediaries, direct and indirect selling. It describes different types of distribution channels like intensive, selective and exclusive distribution. It also discusses various channel partners like wholesalers, distributors and retailers; and their roles and functions. Factors affecting the choice of distribution strategy are also highlighted.
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
Identifying Market Segments and Targets / Marketing Management By Kotler K...Choudhry Asad
This document discusses market segmentation, targeting, and positioning. It provides the following key points:
1. Market segmentation involves identifying distinct groups of customers based on their needs and preferences. Targeting involves selecting specific segments to target, while positioning establishes the benefits of the market offering.
2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
3. Effective segmentation criteria for target selection includes segments being measurable, accessible, substantial in size/profitability, and responsive to different marketing mix elements.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
This document discusses key concepts in developing marketing strategies and plans. It covers value delivery processes, the value chain, core business processes, core competencies, holistic marketing, marketing plans, levels of marketing plans, corporate headquarters planning activities including defining mission and assessing growth opportunities, strategic business units, Porter's generic strategies, and categories of marketing alliances. The document provides definitions and explanations of these marketing concepts.
Internal marketing is a process that aligns, motivates, and empowers employees at all levels to consistently deliver a satisfying customer experience. It involves training staff on their marketing roles, effective internal communications, and programs to enhance understanding of the organization's marketing orientation. Successful internal marketing programs require motivation, coordination, information sharing, and educating employees.
The document outlines Parasuraman, Berry, and Zeithaml's Gaps Model of Service Quality which identifies gaps between customer expectations and perceptions that can occur within an organization, and it discusses their SERVQUAL framework for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The Gaps Model is used to show how four internal gaps within a company relating to understanding customer expectations, service design, service delivery, and communications can contribute to an overall gap between customer expectations and perceptions of service quality.
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
4Ps Of Marketing PowerPoint Presentation Slides SlideTeam
Building a 4p's of marketing PowerPoint show is no easy feat. To set an example of great PPT about marketing mix strategy you need to deliver a stunning visual show. Taking this into account here we have come up with our readymade slide presentation to illustrate the 4 p's of marketing. With help of this PowerPoint presentation you can share insights about new market opportunities, discussion of business strategies, efficient resource use and to combat rivals. Using this PPT sample you can highlight the importance of right marketing mix elements required for the success of a product. Not only this, this PowerPoint slide deck also supports to underline the key challenges as well as purpose of a marketing mix in new product development and improve business. To help you out further exclusive PowerPoint presentation slides like the product life cycle, extension strategies, pricing strategies and tactics, channels of distribution, types of promotion, marketing mix modeling etc. are included. In short, if you really need to do this fast, then just quickly download our 4 p's of marketing PPT. Illustrate the innards of the engine with our 4ps Of Marketing PowerPoint Presentation Slides. Explain how greater horsepower is generated.
This document discusses strategies for designing marketing programs to build brand equity. It covers identifying brand positioning and values, planning brand marketing programs, and measuring brand performance. Specific strategies discussed include experiential marketing, one-to-one marketing, permission marketing, product strategy, pricing strategy, communications strategy, and channel strategy. The goal is to integrate the brand across the marketing mix in a way that enhances awareness and establishes the desired brand image.
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...Choudhry Asad
The document discusses various marketing strategies and planning tools including the value chain, core business processes, core competencies, holistic marketing, marketing plans, corporate planning activities, strategic business units, and business unit strategic planning. It provides examples of mission statements and describes dimensions that define a business, product orientation vs market orientation, characteristics of strategic business units, assessing growth opportunities using Ansoff's matrix, conducting a SWOT analysis, market opportunity analysis, goal formulation, Porter's generic strategies, strategic alliances, typical marketing plan contents, and criteria for evaluating a marketing plan.
What is marketing channel system and value network Sameer Mathur
This document discusses marketing channels, value networks, and multichannel marketing. It defines marketing channels as the pathways that products follow to reach customers through independent organizations like merchants, agents, retailers, wholesalers, brokers, and transporters. These intermediaries work to convert potential buyers into profitable customers. The document also discusses managing intermediaries and different approaches for high versus low brand loyalty products. It provides HP as an example of multichannel marketing and defines value networks as systems of partnerships that source, augment, and deliver offerings to customers.
Managing retailing, wholesaling and logisticsjiten parmar
Successful go-to-market strategies require integrating retailers, wholesalers, and logistical organizations. Future Retail operates multiple retail formats across India serving over 10 million customers weekly through diverse store formats. Reliance Mart is a large wholesale and retail center covering 165,000 square feet that offers over 95,000 products and services catering to both businesses and consumers.
The document discusses models for how consumers adopt new products and how products diffuse through social systems. It describes the consumer adoption process as having stages of awareness, interest, evaluation, trial, and adoption/rejection. It also discusses diffusion of innovations theory, which divides consumers into categories based on when they typically adopt new products - pioneers/innovators, early adopters, early majority, late majority, and laggards. Marketers aim to target innovators and early adopters to speed up the diffusion process and influence later adopter categories.
This document discusses consumer behavior in services. It covers several key topics:
1) The behavior consumers display when searching for, purchasing, using, evaluating and disposing of services. This includes understanding triggers of need, user costs of services, and information search.
2) Evaluating service alternatives including attributes that can be evaluated before or after purchase. It also discusses perceived risks of services.
3) Customer expectations of services which are formed by situational and personal factors. Expectations can change over time.
4) The service encounter stage where customers interact with service providers. Models for conceptualizing this include "moments of truth", high/low contact services, and viewing service as drama with roles and scripts
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
The document discusses various concepts related to products and branding. It defines products, discusses different types of products based on tangibility, durability, and user status. It also covers product life cycle, new product development process, reasons for product failure, and different approaches to selecting brand names. The key stages of new product development discussed are idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization.
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
This document discusses relationship marketing. Relationship marketing aims to establish long-term relationships with customers and other stakeholders through frequent, cooperative interactions. It emphasizes customer retention over new customer acquisition. The benefits of relationship marketing include increased customer loyalty and referrals, as well as customers who purchase more products and are less price sensitive. The document provides examples of relationship marketing best practices and techniques used by a successful financial services company, such as personalized customer service, communications, and appreciation events to build commitment and trust.
Marketing Channels
Channel Functions
Role of Intermediaries
Direct Distribution
InDirect Distribution
Marketing Channel Systems
Vertical Marketing System
Horizontal MS
Multi-channel Distribution
Distribution Channels
Spatial Discrepancy
Temporal Discrepancy
Breaking Bulk
Need for Assortment
Financial Support
Channel Flows
Three Flows Recognized
Degree of Involvement
Channel Levels
Key Learnings
Corporate VMS
Administered VMS
Contractual VMS
Vertical System
The document discusses the process of recruiting and selecting a sales force. It involves analyzing job requirements, preparing job descriptions, identifying qualifications, attracting applicants from various sources, screening candidates, and selecting the best recruits through a multi-step process. Once selected, new salespeople go through a socialization process to integrate them into the sales force and organization.
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
1. Conducting periodic customer satisfaction surveys to understand customer perceptions and gather feedback.
2. Monitoring customer loss or defection rates to identify potential issues.
3. Tracking the performance of competitors to benchmark satisfaction levels.
This document discusses potential and forecasting, and defines two types of potential estimates: market potential and sales potential. Market potential is defined as the total amount of all brands in a product category that could possibly be sold, while sales potential is defined as the total amount of a single brand that could possibly be sold. The document outlines factors to consider when determining market potential such as analyzing the potential customer base and competition. It also defines sales potential as a company's expected market share capture and explains it is typically expressed as a percentage of market potential based on market share predictions. In concluding, the document contrasts that market potential is the total industry sales, while sales potential indicates maximum sales from prospective buyers.
The document discusses the marketing mix, also known as the 4Ps of marketing - product, price, promotion, and place. It explains that the marketing mix refers to the combination of marketing activities and tactics that a company uses to meet the needs of its target market. Each of the 4Ps is then defined in 1-2 sentences, with price referring to how a product is priced, place referring to distribution channels, product referring to the product or service itself, and promotion referring to marketing communication methods. Students are then assigned to groups to focus on applying one of the 4Ps to a specific product.
The document outlines a digital marketing model for B2B companies with four stages: awareness, education, sales support, and client management. It provides best practices and examples for each stage, such as using multiple marketing channels for awareness, designing usable websites for education, integrating online and offline lead generation for sales support, and using customer portals and surveys for client management. The overall goal is to help companies allocate their digital marketing budgets strategically across the lifecycle to maximize impact.
This document provides an overview of digital marketing best practices. It discusses understanding the customer journey, focusing on various media types including owned, paid and earned media. It also covers best practices for content marketing, marketing automation, information architecture and developing a mobile content strategy. The key recommendations are to understand the customer, focus on compelling content across owned channels, and integrate paid and earned media to drive engagement throughout the customer journey.
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
4Ps Of Marketing PowerPoint Presentation Slides SlideTeam
Building a 4p's of marketing PowerPoint show is no easy feat. To set an example of great PPT about marketing mix strategy you need to deliver a stunning visual show. Taking this into account here we have come up with our readymade slide presentation to illustrate the 4 p's of marketing. With help of this PowerPoint presentation you can share insights about new market opportunities, discussion of business strategies, efficient resource use and to combat rivals. Using this PPT sample you can highlight the importance of right marketing mix elements required for the success of a product. Not only this, this PowerPoint slide deck also supports to underline the key challenges as well as purpose of a marketing mix in new product development and improve business. To help you out further exclusive PowerPoint presentation slides like the product life cycle, extension strategies, pricing strategies and tactics, channels of distribution, types of promotion, marketing mix modeling etc. are included. In short, if you really need to do this fast, then just quickly download our 4 p's of marketing PPT. Illustrate the innards of the engine with our 4ps Of Marketing PowerPoint Presentation Slides. Explain how greater horsepower is generated.
This document discusses strategies for designing marketing programs to build brand equity. It covers identifying brand positioning and values, planning brand marketing programs, and measuring brand performance. Specific strategies discussed include experiential marketing, one-to-one marketing, permission marketing, product strategy, pricing strategy, communications strategy, and channel strategy. The goal is to integrate the brand across the marketing mix in a way that enhances awareness and establishes the desired brand image.
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...Choudhry Asad
The document discusses various marketing strategies and planning tools including the value chain, core business processes, core competencies, holistic marketing, marketing plans, corporate planning activities, strategic business units, and business unit strategic planning. It provides examples of mission statements and describes dimensions that define a business, product orientation vs market orientation, characteristics of strategic business units, assessing growth opportunities using Ansoff's matrix, conducting a SWOT analysis, market opportunity analysis, goal formulation, Porter's generic strategies, strategic alliances, typical marketing plan contents, and criteria for evaluating a marketing plan.
What is marketing channel system and value network Sameer Mathur
This document discusses marketing channels, value networks, and multichannel marketing. It defines marketing channels as the pathways that products follow to reach customers through independent organizations like merchants, agents, retailers, wholesalers, brokers, and transporters. These intermediaries work to convert potential buyers into profitable customers. The document also discusses managing intermediaries and different approaches for high versus low brand loyalty products. It provides HP as an example of multichannel marketing and defines value networks as systems of partnerships that source, augment, and deliver offerings to customers.
Managing retailing, wholesaling and logisticsjiten parmar
Successful go-to-market strategies require integrating retailers, wholesalers, and logistical organizations. Future Retail operates multiple retail formats across India serving over 10 million customers weekly through diverse store formats. Reliance Mart is a large wholesale and retail center covering 165,000 square feet that offers over 95,000 products and services catering to both businesses and consumers.
The document discusses models for how consumers adopt new products and how products diffuse through social systems. It describes the consumer adoption process as having stages of awareness, interest, evaluation, trial, and adoption/rejection. It also discusses diffusion of innovations theory, which divides consumers into categories based on when they typically adopt new products - pioneers/innovators, early adopters, early majority, late majority, and laggards. Marketers aim to target innovators and early adopters to speed up the diffusion process and influence later adopter categories.
This document discusses consumer behavior in services. It covers several key topics:
1) The behavior consumers display when searching for, purchasing, using, evaluating and disposing of services. This includes understanding triggers of need, user costs of services, and information search.
2) Evaluating service alternatives including attributes that can be evaluated before or after purchase. It also discusses perceived risks of services.
3) Customer expectations of services which are formed by situational and personal factors. Expectations can change over time.
4) The service encounter stage where customers interact with service providers. Models for conceptualizing this include "moments of truth", high/low contact services, and viewing service as drama with roles and scripts
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
The document discusses various concepts related to products and branding. It defines products, discusses different types of products based on tangibility, durability, and user status. It also covers product life cycle, new product development process, reasons for product failure, and different approaches to selecting brand names. The key stages of new product development discussed are idea generation, screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization.
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
This document discusses relationship marketing. Relationship marketing aims to establish long-term relationships with customers and other stakeholders through frequent, cooperative interactions. It emphasizes customer retention over new customer acquisition. The benefits of relationship marketing include increased customer loyalty and referrals, as well as customers who purchase more products and are less price sensitive. The document provides examples of relationship marketing best practices and techniques used by a successful financial services company, such as personalized customer service, communications, and appreciation events to build commitment and trust.
Marketing Channels
Channel Functions
Role of Intermediaries
Direct Distribution
InDirect Distribution
Marketing Channel Systems
Vertical Marketing System
Horizontal MS
Multi-channel Distribution
Distribution Channels
Spatial Discrepancy
Temporal Discrepancy
Breaking Bulk
Need for Assortment
Financial Support
Channel Flows
Three Flows Recognized
Degree of Involvement
Channel Levels
Key Learnings
Corporate VMS
Administered VMS
Contractual VMS
Vertical System
The document discusses the process of recruiting and selecting a sales force. It involves analyzing job requirements, preparing job descriptions, identifying qualifications, attracting applicants from various sources, screening candidates, and selecting the best recruits through a multi-step process. Once selected, new salespeople go through a socialization process to integrate them into the sales force and organization.
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
1. Conducting periodic customer satisfaction surveys to understand customer perceptions and gather feedback.
2. Monitoring customer loss or defection rates to identify potential issues.
3. Tracking the performance of competitors to benchmark satisfaction levels.
This document discusses potential and forecasting, and defines two types of potential estimates: market potential and sales potential. Market potential is defined as the total amount of all brands in a product category that could possibly be sold, while sales potential is defined as the total amount of a single brand that could possibly be sold. The document outlines factors to consider when determining market potential such as analyzing the potential customer base and competition. It also defines sales potential as a company's expected market share capture and explains it is typically expressed as a percentage of market potential based on market share predictions. In concluding, the document contrasts that market potential is the total industry sales, while sales potential indicates maximum sales from prospective buyers.
The document discusses the marketing mix, also known as the 4Ps of marketing - product, price, promotion, and place. It explains that the marketing mix refers to the combination of marketing activities and tactics that a company uses to meet the needs of its target market. Each of the 4Ps is then defined in 1-2 sentences, with price referring to how a product is priced, place referring to distribution channels, product referring to the product or service itself, and promotion referring to marketing communication methods. Students are then assigned to groups to focus on applying one of the 4Ps to a specific product.
The document outlines a digital marketing model for B2B companies with four stages: awareness, education, sales support, and client management. It provides best practices and examples for each stage, such as using multiple marketing channels for awareness, designing usable websites for education, integrating online and offline lead generation for sales support, and using customer portals and surveys for client management. The overall goal is to help companies allocate their digital marketing budgets strategically across the lifecycle to maximize impact.
This document provides an overview of digital marketing best practices. It discusses understanding the customer journey, focusing on various media types including owned, paid and earned media. It also covers best practices for content marketing, marketing automation, information architecture and developing a mobile content strategy. The key recommendations are to understand the customer, focus on compelling content across owned channels, and integrate paid and earned media to drive engagement throughout the customer journey.
[Webinar] How Tech Companies Leverage Personas and SegmentationMarketo
As a B2B technology marketer, chances are your buyers have complex journeys. How can you help them find you, learn more, and choose your solution? By adding value with relevant information at every touch!
1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams.
2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement.
3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
This document outlines a 5-step process for creating an actionable content marketing strategy:
1. Define objectives and priorities for the content.
2. Develop a story that explains the business's purpose beyond features and benefits.
3. Create buyer personas that represent the audience and their needs.
4. Conduct a content audit to identify existing materials and gaps to address.
5. Determine key metrics to measure the strategy's effectiveness in meeting objectives.
Following these steps helps ensure the content strategy aligns with business goals and provides the right content to targeted audiences.
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
DST Marketing Town Hall (Selected Slides), 2014Joe Hagen
The document outlines a company's strategy to shift from product-focused marketing to a more knowledge-based approach centered around industry insights and market segments. It proposes dedicating marketing teams to specific market segments to better understand customers and their needs. The goals are to elevate sales conversations through relevant content that gets the right information to sellers at the right time, strengthen relationships with existing customers, and develop new products and services through proprietary insights.
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
The document discusses the importance of social media for B2B technology marketers. It summarizes perspectives from Larry Weber of Digital Influence Group, Dave Munn of ITSMA, and Pauline Ores of IBM on developing strategic social media approaches and programs. Research shows most buyers now use social media in purchase processes. Successful strategies require identifying goals, content creation, engagement across multiple channels, and measurement of outcomes. Challenges include resource commitment, maintaining engagement, and measuring results.
Overview of how to create a digital media profile framework and how to overlay your media mix (Owned, paid and earned) whilst developing a focused digital strategy
Marketing social media for trading investmen industry Dinis GuardaDinis Guarda
Marketing and Social Media for Finance: trading & Investment Industry:
Front Operations: Marketing Merlin - Everything You Need to Know.
How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation?
As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?
How to create content that fuels your sales funnel (pdf)Stickyeyes
Ensuring that you are delivering the right content, to the right audience, at the right time in the buying process is no easy task, but it is critical to get this right in order to drive a return on investment from content marketing.
Our latest webinar, hosted by Phil McGuin, Director of Demand Generation at Stickyeyes broke down the fundamental elements to building and implementing a sales driven content strategy including:
- How to define your sales process & buying cycle.
- How to understand how your target audiences behave online, and what content they are looking for.
- How to map your content onto your target audience and customer persona groups.
- How and why to deploy relevant content at different stages within the sales cycle.
Digital marketing - the new customer centric futureLars Glade
Brand X helps businesses boost their digital marketing through mobile CRM communities. They establish micro communities focused on specific interests to engage customers through relevant content and conversations. This increases customer insights while lowering marketing costs. Operators are presented as an example partner that struggles with high acquisition costs and needs new ways to differentiate. Mobile CRM communities are proposed as a solution to better engage customers, lower costs, and increase brand value. Examples of potential communities target different gender and age groups. The presentation emphasizes relevance, conversations, collecting insights, and establishing long-term engagement through community building and targeted campaigns.
San Diego AMA Content Marketing Series 1: PersonasAMASanDiego
This document provides information about a content marketing event hosted by the San Diego chapter of the American Marketing Association (SDAMA). The event covered personas and content marketing. It included an overview of how IBM uses buyer personas to develop targeted marketing campaigns. It also discussed how Mitchell International develops content for different stages of the customer journey. The document outlined various content types, challenges, and ways to leverage existing content. It encouraged connecting content to personas and customer experience mapping to align messages.
This is a summary of all the Strategic Brand Management, sessions for MBA (final year) students I have taught. This should a very good ready reference /workbook for your brand management enthusiasts & practitioners anywhere in the world.
With an in-house team of experienced Creative, PR, Advertising, Product, Marketing & Digital Marketing Professionals we develop creative and communication solutions that deliver results for our clients in the market place.
Barco is a global technology company that designs visualization products for entertainment, enterprise, and healthcare markets. The document outlines marketing communication campaigns created by Communifix! for various Barco products, including smart city solutions, upgrade kits for legacy video walls, digital projectors, and ClickShare meeting room solutions. The campaigns utilized direct mailers, emailers, presentations, print ads, and other tactics to target CXOs, IT professionals, and other decision makers. The goal was to increase Barco's brand affinity and position it as a leader in the visualization space.
Communifix! is an ideas lab & a boutique Integrated marketing firm. Our core strength is our experienced handpicked team. The talent is the best class for strategy, creative, content, digital marketing & public relations. Start a conversation with us. biz@communifix.in or Call us: +91 9811634746
This document discusses marketing in the digital era. It suggests that marketers unlearn the traditional 4P's of marketing and instead focus on building intimate, one-to-one relationships with consumers. It notes that 73% of brands could disappear without consumers caring. Additionally, it advises providing meaningful stories about real humans and avoiding superficial marketing. The overall message is that successful digital marketing requires more human-centered and engaging content compared to traditional marketing approaches.
Communifix! - the ideas lab. We're a think-tank & a one-stop solution for Brand & Marketing Communications, in the following areas:
1 Brand Consulting
2 Creative Design & Development - (ATL, BTL & Digital)
3 Digital Marketing - (SEO, Social, LeadGen, Influencer)
4 Content Engine - (Films, Videos, VR Films, Infographics)
With an in-house team of experienced Creative, PR, Advertising, Product, Marketing & Digital Marketing Professionals we develop creative and communication solutions that deliver results for our clients in the market place.
We're a think-tank & a one-stop solution for Brand & Marketing Communications. We believe your events & brand pavilion needs the same brand discipline and integrated marketing approach, as your product & brand campaigns.
The document discusses Communifix Communication Pvt. Ltd.'s work for various B2B and B2C clients. It includes case studies and examples of creative projects for clients like the Government of Andhra Pradesh, Barco, IPSA, Plantronics, and Avery Dennison. Some of the projects involved designing brochures, videos, mailers, and other marketing materials. It also briefly highlights some of Communifix's most popular work for brands like Monte Carlo, Dabur, and GAIA.
Communifix! - The Ideas Lab - Credentials-B2B - Jan 2017
Digital Marketing Sessions
1. Digital Marketing
The next level of Marketing 4.0
Digital Marketing: Summary Deck & Ready Reckoner: Prof. Krishanu Datta
2. Case discussion CD
Problem based learning PBL
Quiz Q
Role play RP
Poll P
Elevator Pitch (60 sec) EP
Industry interactions II
Short project SP
Final project FP
Essential Readings:
1. Bhatia, P. S. (2019). Fundamentals of Digital Marketing :
2nd Edition. Pearson India Educational Services Pvt. Ltd
(Henceforth referred to as (FDM)
Reference Readings:
1. Digital Marketing: An Integrated Approach (2019). StarEdu
(Henceforth referred to as DM)
2. Maity, M. (2017). Internet Marketing. Oxford University
Press
3. Gupta S. (2018). Digital Marketing. McGraw Hill Education
(India) Private Limited.
4. Dodson, I (2017). The art of Digital Marketing. Wiley
Pre-Read PR
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
8. ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
1 - Offering Mix: D-SWOT
Include only those traditional elements,
actually are a strength in online space.
Internal Analysis:
1 - Offering Mix:
9. ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
2 - Marketing Mix:
Include only those
traditional elements,
actually are a strength in
online space.
• 8P’s
• STP
Internal Analysis:
2 - Marketing Mix: 8P’s
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Programs
8. Performance
10. ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
2 - Marketing Mix:
Link between the overall
market & how the
company chooses to
compete in the market.
• 8P’s
• STP
Internal Analysis:
2 - Marketing Mix: STP
1. Segmentation
• Demographic
• Psychographic
• Behavioural
2. Targeting
• Selection of specific segment/s
• Focused POD & targeting strategy
3. Positioning
• TA’s perception of the products key
benefit’s & features, wrt competition
11. ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
3 - Resources
A source of supply from
which benefit is derived or
produced.
Internal Analysis:
3 - Resources
1. Input-driven resources: materials, energy, natural resources
2. Economic resources: land, capital, infrastructure
3. Human resources: employees, contractors, third parties
4. Technology resources: information, communication, storage systems
5. Intellectual resources: brand capital, intellectual property patents &
trademarks
6. Partner/intermediary resources: resources which can be leveraged with
the support of strong partners, specific associations/alliances, and tie-
ups with key intermediary firms
12. Segmentation 2.0
STP 2.0
1. Identified key customer segments
2. Developed personas to target
3. Develop messages & actions
Traditional:
Retail store & CRM data analytics of <FitBit>
External:
Secondary report of growing fitness segment in India
Data from brand’s Owned Media:
Website Analytics of <FitBit> on Amazon
Data from brand’s Earned Media:
E-commerce transaction data of <FitBit> on Amazon
13. Customer Development Strategy (STP 2.0)
Interest: To cite an example:
CUSTOMER JOURNEY—Customer shows active
interest in the brand and has a definite need
which he/she wants to fulfill, hence, spends
considerable time on the brand site, performs
searches, views demos, fills enquiry forms, etc.
PERSONA CREATION—A persona by the name
‘Active Lead’ is developed for this segment of
new/returning consumers who like the brand and
are close to the conversion stage, provided their
clarifications have been well addressed.
POSITIONING—With a prolonged sales cycle for
consumers at this stage, marketers need to
position their messages in an informative manner
and focus on functional aspects so that
consumers know the value of the brand.
14. Power of Customer Connectivity & Advocacy
in the New Customer Journey
Touchpoints
Impression
Behavior
Aware Appeal Ask Act Advocate
Source: Marketing 4.0 - Moving from traditional to digital
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
15. Power of Customer Connectivity & Advocacy
in the New Customer Journey
• Past Experience
• Advocacy
• Marketing
Communications
Touchpoints
Impression
Behavior
Aware Appeal Ask Act Advocate
• Learn from others
• Recall Ads
• Past experience
• I know
• Process the
messages &
register in
STM/LTM
• Become
attracted to
brands
• Make a
consideration
set
• I Like
• Research for
more info. from
F&F, media or
the brand
• Call friends for
advise
• Search, Reviews
• Compare price
• Try out at store
• I’m Convinced
• Decide to buy,
purchase
process
• Buy online or in
store
• First time user
• Experience
service
• I’m Buying
• Beyond loyalty &
repurchase -
advocacy
• Recommend the
brand to others
• Continue using it
/ Repurchase
• I recommend
Source: Marketing 4.0 - Moving from traditional to digital
PBL
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
16. Consumer decision process (CDP)
Source: Marketing 4.0 - Moving from traditional to digital
1. Higher potential for profiling
1. Developing consumer personas
1. Gather unsolicited feedback
2. Real-time peer/ expert influence
3. Use online data to target offline customers
Passive influence thro.
Consumer does not have control & is unsolicited
Active influence thro.
Actively seeking information while evaluation
1. Social communities
1. Expert information
1. Product customisation
2. Data driven promotions
18. A - Digital media planning: core elements
• 4 key elements to create specific
media plans
• Channels
• Affiliates
• Content creators
• Customers
• Affiliates: a partner network in the
same industry to obtain leads,
conversions at an agreed price.
• Customers:
• Customers or/& Influencers
• Paid for loyalty: discounts, freebies, points
19. B – Design communications program
Message Content
(What to say?)
• Objective
• Target audience /personas
• Buying criteria
• Value proposition
• Feeling after exposed to
content
Message Structure
(How to say it logically?)
• Impact the audience:
cognitive, affective or
behavioral
• Brand voice
• Brand tone
• Message framing
• Order effects
• One-side Vs Two-sided msgs
Message Format
(How message will be shared?)
• Creative strategy & idea
• Storytelling/Narrative
• Use of images
• Use of words
• Use of audio
• Use of video
Message Source
(Who would say it?)
• Credibility
• Level of perceived expertise
• Personal motivations
• Trust factor
• Formal sources: Product
experts, Celebrity
• Informal sources: Family,
friends, peers, colleagues
21. C - Digital media classification of promotion types
The key difference in planning media for digital channels from traditional offline planning is the presence of
owned media. Firms in the earlier era had no possibility of owning media and the only form of owned media.
23. D – Allocate budget across channel mix
Affordable method
• What firm thinks it can afford
• Cost based approach
Percentage of sales
• % of current or anticipated sales
• Limits aggressive budgets to tap
market opportunities
Competitive parity method
• Mapping budgets to similar
products/category or PLC
• Resources & constraints of competition might
not be the same
Objective & task method
• SMART objective based
• Cost of performing the tasks/ results
• Total of all these costs = budget
• Assumptions & calculated approach
Key considerations for digital marketing budgeting
• Stage with respect to 6S framework
• B2B or B2C business model (Self-funded, investor funded budgets)
• Growth imperatives (business goals)
• Prior experience & channel knowledge
• Prior partnerships across channels & affiliates
24. Digital channel communication mix matrix
X Axis: Message orientation:
• The key objective of the promotion
• Awareness/engagement orientation
• Purchase/conversion orientation
Y Axis: Communication type:
Type of communication taking place in a channel:
• Static type of communication
• Dynamic type of communication (real-time)
25. Video File Location: MSTeams/Files/ClassNotes/DM-Session 10
Website Information Architecture
27. Video File Location: MSTeams/Files/ClassNotes/DM-Session 10
How To Write Perfect Page Titles & Meta Descriptions for SEO
• Page titles
• Meta description
• How it helps SEO
• Examples & use case
00.15 - 08:08
28. Video File Location: MSTeams/Files/ClassNotes/DM-Session 10
What is a Landing Page
50. Prof. Krishanu Datta
Digital Marketing
vf_kdatta@vipsedu.in
Krishanudatta.consultant@gmail.com
______
Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos