Download as PDF, PPTX
Uploaded bySeth Familian
Marketing Strategy, Tools & Tactics
This document provides an overview of marketing strategy, tools, and tactics. It discusses branding and how brands can differentiate themselves functionally and emotionally. Brands can disrupt traditional technologies and drive growth through "brand umbrellas" across multiple industries. Engagement with customers and users is important, and digital tools like social media, email marketing, and data analytics can help with engagement. The document concludes by asking what the key attributes are for a particular brand, including its core products/services, mission, values, story, and sustainability messaging.
More Related Content
Similar to Marketing Strategy, Tools & Tactics
Marketing Strategy, Tools & Tactics
- 1. familian&1 insights + interfaces fo r d i g i t a l m e d i a a brief overview of Marketing Strategy, Tools + Tactics a presentation for IDESLI // February 2, 2015
- 2. What we’ll discusstoday 2 ‣A bit about me ‣The Marketing Landscape ‣Branding + Brand “Stretch” ‣Customer Relationships ‣Engagement Tools + Techniques ‣Your business + brand
- 3. A bit aboutme I’m a man of many hats 3 product + engineering manager experience designercorporate strategist
- 4. The massive landscapeof Marketing 4
- 5. Another (slightly simpler)landscape 5
- 6. Simplifying things afurther 6 Biz Dev Marketing Sales Ops Ops Finance
- 7.
- 8. What is branding? 8 Visualrecognition?
- 9. A mechanism fordifferentiation? 9
- 10. The best brandsare functional and emotional 10 Google Maps Apple Maps Waze Get there. Maybe get there? Help each other get there!
- 11. Brands can bedisruptive 11 Customer’s demand for performance DISRUPTIVE INNOVATION Traditional “technology”
- 12. Brand umbrellas candrive powerful growth 12 Health/ Wellness Leisure Money People/ Planet Telcom/ Tech TravelEntertainment
- 13. Brands have different“elasticity” 13 More Elasticity Less Elasticity Less Elasticity
- 14.
- 15. Customers v. Users 15 Customer User MoreUsers More Customers The Brand Indirectly engages Indirectly engage
- 16. Which engagement modelis best? 16
- 17. Digital/Viral/Social Marketing Tools 17 Pre-launchaudience validation Search Marketing Viral Marketing Email Marketing
- 18. Data analysis +visualization tools 18 Website + Application Data Data Visualization Libraries Aggregated Dashboards Custom DIY Dashboards
- 19. Transactions, Fundraising +Ops 19 Frictionless transactions Crowdfunding + Seed Funding Streamlined Ops
- 20. View the interactivesummary at http://maptiv8.com/demos/dt4b.html 20
- 21. What are yourbrand attributes? 21 Business Basics Internal Attributes External Attributes Sustainability Story Core product(s)/service(s) Mission: What does the brand seek to achieve today? Persona: What is the brand’s character, tone, and style of expression? How does the brand’s commitment to sustainability drive its attributes? Key features Vision: What does the brand seek to achieve tomorrow? Story: Within what context, heritage, or legacy is the brand communicated? What messaging strategy does the brand use to define its orientation around sustainability? Key benefits Values: What principles + beliefs drive the brand’s mission + vision? Tagline: How is the brand succinctly described to external stakeholders? What metrics does the brand cite in its messaging around sustainability? Mantra: How is the brand described to internal stakeholders? Identity: What are the brand’s logo, colors, fonts, and other design elements?
- 22. familian&1 insights + interfaces fo r d i g i t a l m e d i a Thank you! Let’s discuss your questions seth@familian1.com // http://www.slideshare.net/sfamilian