Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
mba ist year course Marketing managemet.pptxmbadepartment5
The document provides an overview of key marketing concepts. It defines marketing as satisfying customer needs through the exchange of goods and services. The marketing concept holds that organizations should determine customer needs and meet them more effectively than competitors. There are various philosophies of marketing such as production, product, and selling concepts which focus on outputs rather than customer needs. Marketing differs from selling in that it focuses on customer needs rather than pushing existing products. Marketing also occurs in a changing environment consisting of micro factors like suppliers and macro factors like the economy.
Basics of Marketing Unit-I-BBA-I-SEM-Osmania UniversityBalasri Kamarapu
The document provides an overview of the basics of marketing including definitions, scope, concepts, and environments.
1) It defines marketing as the process of creating, communicating, and delivering value to customers and managing relationships. The goal is to benefit the organization and stakeholders through customer satisfaction.
2) The scope of marketing covers a wide range of activities from product development and pricing to promotion, distribution, and customer service.
3) Key marketing concepts discussed include the exchange, production, product, selling, and marketing concepts which guide organizational philosophy.
4) Marketing environment is analyzed as the internal, micro, and macro factors that influence marketing decisions outside a firm's control. The micro environment closely impacts customers while
The document discusses key concepts in modern marketing. It defines marketing as identifying and meeting human and social needs profitably. The scope of marketing has expanded beyond traditional goods and now includes services, experiences, organizations and ideas. Core concepts discussed include segmentation, targeting specific customer groups, and positioning offerings to deliver benefits to targets. New capabilities enabled by technology allow more customized and data-driven marketing approaches across touchpoints. Performance marketing requires understanding both financial and non-financial returns from activities.
1) Marketing orientation focuses on understanding customer needs and wants to deliver satisfaction more effectively than competitors.
2) Adopting a marketing orientation provides benefits like increased customer satisfaction, loyalty, market share and competitive advantage.
3) Developing a true marketing orientation faces difficulties due to differences in emphasis across departments and lack of committed leadership to adapt to a customer-centric approach.
Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The goal is to understand customer needs and create value for both customers and businesses through the exchange of products and services. Effective marketing follows the marketing concept of being customer-centered and delivering superior customer value compared to competitors. A marketing plan lays out the target markets, value proposition, and tactics for achieving business objectives.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
mba ist year course Marketing managemet.pptxmbadepartment5
The document provides an overview of key marketing concepts. It defines marketing as satisfying customer needs through the exchange of goods and services. The marketing concept holds that organizations should determine customer needs and meet them more effectively than competitors. There are various philosophies of marketing such as production, product, and selling concepts which focus on outputs rather than customer needs. Marketing differs from selling in that it focuses on customer needs rather than pushing existing products. Marketing also occurs in a changing environment consisting of micro factors like suppliers and macro factors like the economy.
Basics of Marketing Unit-I-BBA-I-SEM-Osmania UniversityBalasri Kamarapu
The document provides an overview of the basics of marketing including definitions, scope, concepts, and environments.
1) It defines marketing as the process of creating, communicating, and delivering value to customers and managing relationships. The goal is to benefit the organization and stakeholders through customer satisfaction.
2) The scope of marketing covers a wide range of activities from product development and pricing to promotion, distribution, and customer service.
3) Key marketing concepts discussed include the exchange, production, product, selling, and marketing concepts which guide organizational philosophy.
4) Marketing environment is analyzed as the internal, micro, and macro factors that influence marketing decisions outside a firm's control. The micro environment closely impacts customers while
The document discusses key concepts in modern marketing. It defines marketing as identifying and meeting human and social needs profitably. The scope of marketing has expanded beyond traditional goods and now includes services, experiences, organizations and ideas. Core concepts discussed include segmentation, targeting specific customer groups, and positioning offerings to deliver benefits to targets. New capabilities enabled by technology allow more customized and data-driven marketing approaches across touchpoints. Performance marketing requires understanding both financial and non-financial returns from activities.
1) Marketing orientation focuses on understanding customer needs and wants to deliver satisfaction more effectively than competitors.
2) Adopting a marketing orientation provides benefits like increased customer satisfaction, loyalty, market share and competitive advantage.
3) Developing a true marketing orientation faces difficulties due to differences in emphasis across departments and lack of committed leadership to adapt to a customer-centric approach.
Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The goal is to understand customer needs and create value for both customers and businesses through the exchange of products and services. Effective marketing follows the marketing concept of being customer-centered and delivering superior customer value compared to competitors. A marketing plan lays out the target markets, value proposition, and tactics for achieving business objectives.
The document discusses the key concepts and processes involved in marketing management. It defines marketing and outlines the main roles and activities of marketers such as identifying customer needs, creating and managing products, pricing, distribution, and communication. The marketing process involves market analysis, planning the marketing mix, and controlling marketing efforts. The document also discusses concepts like needs, wants and demands; market segmentation, targeting, and positioning; and setting goals and evaluating marketing strategy.
Introduction to Marketing management By Nitin ShekapureNitin Shekapure
This document provides an overview of marketing concepts. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing deals with customers and creating value and satisfaction. Market segmentation involves dividing the market into groups that may require different products or marketing approaches. The benefits of segmentation include focusing on opportunities, reducing costs, and achieving competitive advantage. Key steps in segmentation include identifying variables, developing profiles, evaluating attractiveness, and selecting target segments. Potential variables for segmenting consumers or businesses are also outlined.
Introduction and Development of Marketing Mix Ashish Awasthi
This slideshow talks about the introduction to the traditional and modern marketing mix, for products as well as services. It explains how a marketing mix is developed to achieve marketing goals of a company.
The document discusses Dove's marketing director Stacie Bright having a moral problem with how Dove marketed its soap using models that promoted unrealistic beauty standards. In 2006, Bright realized this was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the girls did not feel beautiful. Bright showed this to executives, who approved completely overhauling Dove's marketing strategy to focus on realistic beauty standards. This increased Dove's profits from £1 billion to £2 billion by turning soap selling into a moral campaign.
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
This document provides an overview of marketing concepts including definitions of marketing, the marketing process, marketing environment, and market segmentation, targeting, and positioning.
It defines marketing as a planned process to identify customer needs and satisfy them through products and services. The key aspects of the marketing process are identified as environmental scanning, identifying customer needs and wants, developing products/services, determining value and cost, exchange, customer relationship management, and understanding customer behavior.
It also describes the various components of the marketing environment including microenvironment factors like suppliers, marketing intermediaries and competitors as well as macroenvironment factors such as political, economic, technological, cultural, and natural forces.
Market segmentation involves dividing the market into distinct groups based
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
1. Marketing is about creating, delivering, and communicating superior customer value. It involves understanding customer needs and satisfying them better than competitors.
2. Marketing management is both an art and a science that involves choosing target markets and gaining, keeping, and growing customers. It focuses on market and customer orientation.
3. Marketing is important for business success because it allows companies to understand and fulfill customer needs in competitive markets. Customer satisfaction leads to customer retention and choice.
The document discusses the key concepts and steps of the marketing process. It begins by defining marketing as how companies create value for customers and build relationships to capture value in return. The 5 main steps of the marketing process are: 1) Understanding customer needs and wants, 2) Designing a customer-driven marketing strategy, 3) Constructing an integrated marketing plan, 4) Building profitable relationships, and 5) Capturing value from customers. Each step is then further explained, with a focus on understanding customer needs, developing a marketing strategy and mix, building relationships, and evaluating results to improve future efforts.
This document outlines the objectives and content of a Marketing Management course. The course aims to help students understand basic marketing theories and develop analytical skills for real-world application. It will cover topics such as developing marketing strategies and plans, conducting market research, creating customer value, and using promotional tools. Students will be assessed through assignments, quizzes, discussions, a midterm, and a final exam. The instructor will use a blended approach of theory and practical examples to promote active learning.
This document provides an overview of the history and evolution of marketing. It discusses how early humans traded through bartering and how the introduction of money led to the establishment of markets. It describes how producers began directly selling to consumers at marketplaces and how specialists known as middlemen later emerged. The document defines marketing according to several experts and outlines different marketing management orientations including production, product, and selling concepts that preceded the modern marketing concept. It also discusses relationship marketing and how maintaining long-term customer relationships provides benefits over single transactions. Finally, it identifies challenges to developing a marketing orientation within an organization.
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
This document defines key marketing concepts and terms. It discusses that marketing involves promoting products to target audiences to satisfy customers and earn a profit. The marketing mix involves product, price, place, and promotion factors that influence customer purchasing. Marketing segmentation divides markets into subgroups with common traits. The marketing concept focuses on understanding customer needs rather than just selling products.
The document provides an overview of key concepts in marketing including the marketing mix, elements of marketing, and functions of marketing management. It defines marketing as meeting needs profitably and identifies the four Ps of the marketing mix as product, price, place, and promotion. It also discusses the importance of marketing in satisfying customer wants, generating employment, improving standards of living, and facilitating economic growth. Additionally, it outlines the managerial and functional activities involved in marketing management such as determining objectives, planning, organizing, staffing, directing, coordinating, and controlling the marketing function.
This document discusses marketing concepts and events marketing. It begins with an overview of key marketing terms and concepts like the marketing mix, segmentation, targeting, positioning, and the components of a marketing plan. It then provides examples of PepsiCo's "Pepsi Challenge" promotional event from the 1980s as a case study of how events can be used in marketing. The document aims to explain why event managers should understand marketing and how events fit into the broader marketing mix and tactics.
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses each step in more detail, focusing on understanding customer needs, wants, demands and the different concepts of marketing, exchanges, relationships and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
The document discusses the key concepts and processes involved in marketing management. It defines marketing and outlines the main roles and activities of marketers such as identifying customer needs, creating and managing products, pricing, distribution, and communication. The marketing process involves market analysis, planning the marketing mix, and controlling marketing efforts. The document also discusses concepts like needs, wants and demands; market segmentation, targeting, and positioning; and setting goals and evaluating marketing strategy.
Introduction to Marketing management By Nitin ShekapureNitin Shekapure
This document provides an overview of marketing concepts. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing deals with customers and creating value and satisfaction. Market segmentation involves dividing the market into groups that may require different products or marketing approaches. The benefits of segmentation include focusing on opportunities, reducing costs, and achieving competitive advantage. Key steps in segmentation include identifying variables, developing profiles, evaluating attractiveness, and selecting target segments. Potential variables for segmenting consumers or businesses are also outlined.
Introduction and Development of Marketing Mix Ashish Awasthi
This slideshow talks about the introduction to the traditional and modern marketing mix, for products as well as services. It explains how a marketing mix is developed to achieve marketing goals of a company.
The document discusses Dove's marketing director Stacie Bright having a moral problem with how Dove marketed its soap using models that promoted unrealistic beauty standards. In 2006, Bright realized this was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the girls did not feel beautiful. Bright showed this to executives, who approved completely overhauling Dove's marketing strategy to focus on realistic beauty standards. This increased Dove's profits from £1 billion to £2 billion by turning soap selling into a moral campaign.
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
This document provides an overview of marketing concepts including definitions of marketing, the marketing process, marketing environment, and market segmentation, targeting, and positioning.
It defines marketing as a planned process to identify customer needs and satisfy them through products and services. The key aspects of the marketing process are identified as environmental scanning, identifying customer needs and wants, developing products/services, determining value and cost, exchange, customer relationship management, and understanding customer behavior.
It also describes the various components of the marketing environment including microenvironment factors like suppliers, marketing intermediaries and competitors as well as macroenvironment factors such as political, economic, technological, cultural, and natural forces.
Market segmentation involves dividing the market into distinct groups based
The document provides an overview of marketing concepts including:
1. Definitions of marketing from the AMA and Philip Kotler emphasizing creating and delivering value for customers.
2. The five competing concepts that guide company orientation including production, product, selling, marketing, and societal marketing concepts.
3. Marketing management tasks such as developing strategies and plans, connecting with customers, and building brands.
4. Trends in marketing like relationship marketing, integrated marketing, and the holistic marketing concept which recognizes that all aspects of a business impact marketing.
1. Marketing is about creating, delivering, and communicating superior customer value. It involves understanding customer needs and satisfying them better than competitors.
2. Marketing management is both an art and a science that involves choosing target markets and gaining, keeping, and growing customers. It focuses on market and customer orientation.
3. Marketing is important for business success because it allows companies to understand and fulfill customer needs in competitive markets. Customer satisfaction leads to customer retention and choice.
The document discusses the key concepts and steps of the marketing process. It begins by defining marketing as how companies create value for customers and build relationships to capture value in return. The 5 main steps of the marketing process are: 1) Understanding customer needs and wants, 2) Designing a customer-driven marketing strategy, 3) Constructing an integrated marketing plan, 4) Building profitable relationships, and 5) Capturing value from customers. Each step is then further explained, with a focus on understanding customer needs, developing a marketing strategy and mix, building relationships, and evaluating results to improve future efforts.
This document outlines the objectives and content of a Marketing Management course. The course aims to help students understand basic marketing theories and develop analytical skills for real-world application. It will cover topics such as developing marketing strategies and plans, conducting market research, creating customer value, and using promotional tools. Students will be assessed through assignments, quizzes, discussions, a midterm, and a final exam. The instructor will use a blended approach of theory and practical examples to promote active learning.
This document provides an overview of the history and evolution of marketing. It discusses how early humans traded through bartering and how the introduction of money led to the establishment of markets. It describes how producers began directly selling to consumers at marketplaces and how specialists known as middlemen later emerged. The document defines marketing according to several experts and outlines different marketing management orientations including production, product, and selling concepts that preceded the modern marketing concept. It also discusses relationship marketing and how maintaining long-term customer relationships provides benefits over single transactions. Finally, it identifies challenges to developing a marketing orientation within an organization.
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
This document defines key marketing concepts and terms. It discusses that marketing involves promoting products to target audiences to satisfy customers and earn a profit. The marketing mix involves product, price, place, and promotion factors that influence customer purchasing. Marketing segmentation divides markets into subgroups with common traits. The marketing concept focuses on understanding customer needs rather than just selling products.
The document provides an overview of key concepts in marketing including the marketing mix, elements of marketing, and functions of marketing management. It defines marketing as meeting needs profitably and identifies the four Ps of the marketing mix as product, price, place, and promotion. It also discusses the importance of marketing in satisfying customer wants, generating employment, improving standards of living, and facilitating economic growth. Additionally, it outlines the managerial and functional activities involved in marketing management such as determining objectives, planning, organizing, staffing, directing, coordinating, and controlling the marketing function.
This document discusses marketing concepts and events marketing. It begins with an overview of key marketing terms and concepts like the marketing mix, segmentation, targeting, positioning, and the components of a marketing plan. It then provides examples of PepsiCo's "Pepsi Challenge" promotional event from the 1980s as a case study of how events can be used in marketing. The document aims to explain why event managers should understand marketing and how events fit into the broader marketing mix and tactics.
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses each step in more detail, focusing on understanding customer needs, wants, demands and the different concepts of marketing, exchanges, relationships and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
Similar to Introductiontomarketingand proce-02.pptx (20)
This document discusses the legal and ethical aspects of marketing in India. It outlines several key Indian marketing laws governing areas like consumer protection, monopolies, competition, and pricing. It also discusses important regulations around marketing of specific products and services. On the ethics side, it emphasizes the importance of marketing ethics for customer loyalty, credibility and brand value. It provides examples of companies adhering to and violating ethics through their promotions.
This document provides 25 tips for motivating call center staff. Some of the key tips include recognizing employees for good work through rewards, praise, and opportunities for growth. It also emphasizes the importance of listening to staff needs, providing the right tools and environment for them to do their jobs well, and keeping morale high through regular feedback, training, and fun team-building activities. The overall message is that motivated employees are more productive, so call centers should focus on creating a positive culture where staff feel valued, supported and able to perform at their best.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
2. What is Marketing?
• Social definition
A societal process by which individuals and
groups obtain what they need and want
through creating, offering and freely
exchanging products and services of value
with others
3.
4. What is Marketing?
• Management definition
It is the process of planning and executing
the conception, pricing, promotion and
distribution of ideas, goods and services to
create exchanges that satisfy individual
and organizational goals.
6. • Finance, operations accounting , production
and other functions will not really matter if
there is no sufficient demand for the
products and services.
7. What is Marketing?
• Marketing is meeting the needs profitably
both of marketers and customers.
• The aim of marketing is to know and
understand the customer so well that the
product or service fits him and sells itself.
e.g. Waiting lines and customer full
restaurants, waiting period for the vehicles
etc.
8. Needs and Wants
• Needs are basic human requirements.
• Wants are needs directed to specific
objects/services that might satisfy the need.
9. Demand
• This is the wants for specific products backed by
an ability to pay.
• Marketers should try to shape the wants. Many
customers don't know what they want when the
product is new, concept or service is new.
• So companies help the customers to learn what
they want.
• E.g. chips, soft drinks are the party food,
chocolates for celebrations, diet food product,
fitness and weight loss programs etc.
10. Exchange
• Get something (product /service) by
offering something in return.
Eg. kind (barter) or money (value )
• Exchange is a value creating process
because it leaves both parties better off
(win – win situation)
11. Transaction
• A transaction is an exchange between two
things of value on agreed conditions and a
time and place of agreement.
• To make successful transaction a marketer
should understand what each party expects
from transction.
12. What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
13. Concepts under which firms
conduct marketing activities
• Production concept
• Product Concept
• Selling Concept
• Marketing Concept
• Holistic Marketing Concept
• Societal marketing Concept
14. Production concept
• Consumers will prefer products that are
widely available and inexpensive.
• Managers of production oriented businesses
concentrate on achieving high production
efficiency, low costs, mass distribution.
15. Product Concept
• Consumers will favor those products that
offer the most quality, performance,
innovative features.
• Managers in these organizations focus on
making superior products and imporoving
them over time.
16. Selling Concept
• Consumers ,if left alone,will ordinarily not
buy enough of the organization’s products.
The organization must therefore, undertake
and aggressive selling and promotion effort.
• The aim is to sell what companies make
rather that what the market wants.
17. Marketing Concept
• Customer-centered, sense and response
philosophy.
• The job is to find right products for your
customers.
• The key to achieve organizational goals consists
of the company being more effective than
competitors in creating , delivering and
communication superior customer value to its
chosen target markers.
18. Holistic Marketing Concept
• Based on development, design and
implementation of marketing programs,
processes and activities .(fig.1.3)
19. Four Themes of Holistic Marketing
1.Relationship Marketing
• Building long term mutually satisfying
relations with customers, suppliers,
distributors in order to retain their long term
preference and business1.
20. 2.Integrated Marketing
• It is the tools that an organization employs
to pursue its marketing objectives in the
target market
• Product, Price, Place, Promotion
• 4 C’s – Customer solution, Cost,
Convenience, Communication
22. 4.Socially Responsible Marketing
Cause and effect if marketing clearly extend
beyond the company and the customers.
• Ethics
• Environment
• Legal
• Community
23. Societal marketing Concept
• Organization’s tasks is to determine the
needs, wants and interests of target markets
and to deliver the desired satisfactions more
effectively and efficiently than competitors
in a way that preserves or enhances the
consumer’s and the society’s well being.
24. Marketing and Customer Value
Value and Satisfaction
• Value = Benefits/Costs
• Benefits = Functional Benefits + Emotional
benefits
• Costs = Monetary costs + Time + Energy +
Psychic costs
Offer should contain value for the product.
25. Value Creation and Delivery
sequence
Choose the value- “homework” marketer must
do before the product exists.
1. Customer segmentation
2. Market selection focus
3. Value positioning
(fig 2.1)
26. Providing the value
1. Product development
2. Service development
3. Pricing
4. Distribution
28. The Value Chain
• A tool for identifying ways to create more
customer value .
The primary activities
i. Bringing materials to the business (inbound
logistics)
ii. Converting them into final products (operations)
iii. Shipping out final products (outbound logistics)
iv. Marketing them (marketing and sales)
v. Provide services
29. The support activities
i. Procurement
ii. Technology development
iii. Human resource management
iv. Firm infrastructure
30. • Value exploration -How can a company
identify new value opportunities?
• Value creation- How can a company
differently create more promising new value
offerings?
• Value delivery- How can a company use its
capabilities and infrastructure to deliver the
bew value offerings more efficiently?
31. Strategic Planning
A game plan for achieving company’s long
term objectives.
Key areas
• Managing company’s business as an
investment portfolio
• Assessing each business that market.
• Establishing a strategy.
32. Planning, Implementation and
Control
Planning
• Corporate planning
• Division planning
• Business planning
• Product planning
(fig.2.4)
Implementing
• Organizing
• Implementing
Control
• Measuring results
• Diagnosing results
• Taking corrective actions
33. • A marketing plan is the central instrument
for direction and coordination the marketing
efforts.
• The strategic marketing plan lays out the
target markets and the value proposition
that will be offered based on an analysis of
the best market opportunities.
34. • The tactical marketing plan specifies the
marketing tactics including product
features, promotion, merchandising ,pricing
,sales channels and service.
35. Marketing Plan
• It summarizes what the marketer has
learned about the marketplace and
indicated how the firm plans to reach its
marketing objectives.
• It contains tactical guidelines for marketing
programs and financial allocations over the
planning period.
36. Objectives of the marketing plan
• Acts as a roadmap
• Assist in management control and
monitoring the implementation strategy
• Informs new participants in the plan of their
role and function
• To obtain resources for implementation
• To stimulate thinking and make better use
of resources.
37. Contents of the Marketing Plan
• Executive summary and table of content.
Brief summary of main goals
• Situation analysis
Data on sales, costs, the market competitors and the
various forces in the microenvironment. How is
market defined, how big it is, how fast it is
growing?
38. • Marketing strategy
• Financial projections
Sales forecast an expense forecast and break even
analysis.
• Implementation controls
Review of each period’s results, steps to be taken in
response to specific environmental developments
such as price wars.
39. Implications of Marketing
• Who are our existing/potential customers?
• What are their current/future needs?
• How can we satisfy these needs/
• Can we offer a product/service that the
customer would value?
• Can we communicate with our customers?
• Can we deliver a competitive product or
service?
• Why should customers buy from us?
