This document provides an overview of marketing concepts and inbound marketing strategies. It discusses the importance of marketing for businesses, defining marketing, sales, and advertising. It also covers key marketing concepts like target markets and business sizes. The document emphasizes the importance of planning and competition analysis for marketing. Finally, it defines inbound marketing and provides examples of companies using successful inbound marketing approaches.

1. Intro
to
Marketing
Moataz Mahmoud
Social Media Manager
at Oxygen

2. Agenda
• The Importance of marketing for a business.
• Marketing, sales, and advertising.
• Concepts.
• The importance of planning in marketing.
• The most important component of marketing.
• Inbound Marketing.

3. The importance of marketing for a business
• First of all, marketing is a life science!
• How much do you think companies are spending in
marketing?
– 46% of large scale businesses budget is spent in marketing.
– 73% of startups budget is spent in marketing!

4. Marketing, sales, and advertising
• Marketing: a form of COMMUNICATION between you and
your customer, with the goal of selling your product or
service to them.
• Sales: A form of marketing communication when selling a
product or service for money.
• Advertising: A form of marketing communication used to
promote a product or service.

5. Some important Concepts
• Market Size.
• Target Market.
• Market Share.
• Upselling and down selling.
• B2B, B2C, & B2B2C.
• Business different sizes.
– Large scale business.
– Small scale business.
– Scalable scale business.
• Where does each of your clients fit?

6. The importance of planning in Marketing
• Clarifying the business objective.

7. The importance of planning in Marketing
• Realizing the importance of the innovation team.
– Marketing executives are busy people.
– They are identifying emerging opportunities, meeting with start-
ups and running test-and-learn programs to evaluate their true
potential.
– Of course, most of these will fail, but the few winners will more
than make up for the losers.
– Once an emerging opportunity has performed successfully in a
pilot program, it can then be scaled up and become integrated
into the normal strategic process as a viable tactic to achieve an
awareness, sales or advocacy objective.

8. The importance of planning in Marketing
• Decuple strategy and innovation.
– In many organizations, strategy and innovation are often
grouped together because they are both perceived as things that
“smart people” do.
– A good strategy is one that achieves specific objectives.
– Innovation, however, focuses on creating something new and
creative.
– So, failure must be an option. But wisely!

9. To know
where are
you now!

10. The most important component of
marketing
Competition
Analysis

11. The most important component of
marketing
• One common and useful technique is constructing
a competitor array.The steps include:
– Define your industry - scope and nature of the industry.
– Determine who your competitors are. (Market research).
– Determine who your customers are and what benefits they expect.
– Determine what the key success factors are in your industry. (SWOT
Analysis).
– Rank the key success factors by giving each one a weighting -The sum of all
the weightings must add up to one.
– Rate each competitor on each of the key success factors.
– Multiply each cell in the matrix by the factor weighting.

12. The most important component of
marketing
Key Industry
Success Factors
Weight
ing
Competitor
#1 rating
Competitor
#1 weighted
Competitor
#2 rating
Competitor
#2 weighted
1 - Size of business 0.4 6 2.4 3 1.2
2 - # of fans 0.3 4 1.2 5 1.5
3 – Customer focus 0.2 3 0.6 3 0.6
4 - Product innovation 0.1 7 0.7 4 0.4
Totals 1.0 20 4.9 15 3.7

13. The most important component of
marketing
• You MUST prepare your own statistics before!
• Someone (or a team) other than that who prepare our
statistics will prepare the competitors one.
• It’s all about experience.
– After one, two, three … analysis and go on, your level should be raised up.
So try to focus on specified category. And it’s preferable to be specialized in
a town or city also within this category.

14. Inbound Marketing
• What’s inbound marketing?
• Some inbound marketing statistics.
– Top inbound marketing priorities.
– Top inbound marketing challenges.
– Full-time employees at marketing agencies.
– Top customer resources.
• Customer-centric company.
• Inbound Marketing test cases.

15. What’s inbound marketing?
• Inbound marketing is a strategy that involves attracting and
converting visitors into customers through personalized, relevant
information and content - not interruptive messages - and
following them through the sales experience with ongoing
engagement.
• “Content is King” needs to be paired with the phrase “As Long as
Someone is Actually Listening.”

16. What’s inbound marketing?

17. Customer-centric company

18. Top Inbound marketing priorities

19. Top inbound marketing challenges

20. Full-time employees at marketing agencies.

21. Top customer resources.

22. Customer-centric company
• It’s not just that “the customer is always right”; according to
inbound marketing principles, the customer is the beginning and
the end of the equation.
• Putting the customer first means making the customers’
best interests the guiding force behind all your business decisions.
• Customer-centric marketing directly works to meet and serve the
needs of its customer base by offering them thought leadership
content and educational material, rather than content that pitches
your wares.

23. Inbound Marketing test cases.
• Vodafone Egypt.
• Abou Gazya.
• Samsung Egypt.
• Souq.com.
• NESCAFÉ.
• Coca Cola and McDonald’s are the leaders in inbound marketing.

24. ThankYou
• Mail:
moatazmooc@outlook.com
• LinkedIn:
https://eg.linkedin.com/in/moatazmooc