This document discusses the transition from traditional to digital marketing. Some key points:
1) Traditional marketing focuses on segmentation, targeting, and positioning while digital marketing uses naturally formed online communities and permission-based opt-in engagement.
2) In traditional marketing, brands control the message while digital platforms allow for public feedback that can impact brands.
3) Traditional marketing uses the 4Ps (product, price, place, promotion) while digital follows the 4Cs of co-creation, currency-like pricing, communal activation, and conversation.
4) Both traditional and digital strategies are needed - traditional to build awareness while digital drives action and advocacy. Companies must integrate these approaches in the digital economy.
Marketing 4.0 - Moving from Traditional to Digital MERCYCABA2
This document discusses the shift from traditional to digital marketing. It outlines how Marketing 4.0 combines online and offline interactions between companies and customers. It also describes four critical shifts needed: from segmentation/targeting to customer community confirmation, brand positioning/differentiation to brand character clarification, selling the 4Ps to commercializing the 4Cs, and customer service to collaborative customer care. As an example, a leader of an outdoor club can engage customer communities, disseminate reliable digital information, and involve participants in planning through online meetings to safely guide enthusiasts in the digital age.
Mobile apps, social CRM, and gamification are three popular techniques that have been proven to increase customer engagement in the digital era. Mobile apps can be used to deliver content, provide self-service access to accounts, and integrate with core products. Social CRM uses social media to manage brand interactions and build long-term relationships in a customer-driven way. Gamification takes advantage of human desires to achieve goals and be recognized, and can collect customer data to enable customization. These techniques enhance the customer experience, engage customers in conversations, and drive the desired customer behaviors that companies want to achieve.
josephdeungria.com
Based on Kotler's book, Marketing 4.0, this explains 3 fundamental changes that has resulted into power shifting from companies and brands to connected customers.
Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
No intermediaries
An element of the promotion mix
Fastest-growing form of marketing
FOR CA, CMA,CS MBA, COMPUTER SCIENCE ,
The document presents an overview of online branding or e-branding. It defines e-branding as using the internet and world wide web as a medium for positioning a brand in the marketplace and creating meaningful online strategies. The document outlines the need for e-branding to create direct relationships with customers and understand their behaviors. It discusses e-branding strategies and benefits such as helping build familiarity, expanding customer relationships, and increasing sales. In conclusion, it states that e-branding has revolutionized branding and companies must pay attention to the internet marketplace.
Digital marketing utilizes online technologies like computers, phones, and other digital media to promote products and services. It began in 1971 with the first email and grew with search engines in the 1990s and social media in the 2000s. Today, digital marketing trends focus on personalization and automation using artificial intelligence. It involves tactics like search engine optimization, pay-per-click advertising, social media marketing, content marketing, email marketing, mobile marketing, and analytics. A digital marketer is responsible for driving traffic to websites and engages customers online at every stage.
This document discusses the transition from traditional to digital marketing. Some key points:
1) Traditional marketing focuses on segmentation, targeting, and positioning while digital marketing uses naturally formed online communities and permission-based opt-in engagement.
2) In traditional marketing, brands control the message while digital platforms allow for public feedback that can impact brands.
3) Traditional marketing uses the 4Ps (product, price, place, promotion) while digital follows the 4Cs of co-creation, currency-like pricing, communal activation, and conversation.
4) Both traditional and digital strategies are needed - traditional to build awareness while digital drives action and advocacy. Companies must integrate these approaches in the digital economy.
Marketing 4.0 - Moving from Traditional to Digital MERCYCABA2
This document discusses the shift from traditional to digital marketing. It outlines how Marketing 4.0 combines online and offline interactions between companies and customers. It also describes four critical shifts needed: from segmentation/targeting to customer community confirmation, brand positioning/differentiation to brand character clarification, selling the 4Ps to commercializing the 4Cs, and customer service to collaborative customer care. As an example, a leader of an outdoor club can engage customer communities, disseminate reliable digital information, and involve participants in planning through online meetings to safely guide enthusiasts in the digital age.
Mobile apps, social CRM, and gamification are three popular techniques that have been proven to increase customer engagement in the digital era. Mobile apps can be used to deliver content, provide self-service access to accounts, and integrate with core products. Social CRM uses social media to manage brand interactions and build long-term relationships in a customer-driven way. Gamification takes advantage of human desires to achieve goals and be recognized, and can collect customer data to enable customization. These techniques enhance the customer experience, engage customers in conversations, and drive the desired customer behaviors that companies want to achieve.
josephdeungria.com
Based on Kotler's book, Marketing 4.0, this explains 3 fundamental changes that has resulted into power shifting from companies and brands to connected customers.
Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
No intermediaries
An element of the promotion mix
Fastest-growing form of marketing
FOR CA, CMA,CS MBA, COMPUTER SCIENCE ,
The document presents an overview of online branding or e-branding. It defines e-branding as using the internet and world wide web as a medium for positioning a brand in the marketplace and creating meaningful online strategies. The document outlines the need for e-branding to create direct relationships with customers and understand their behaviors. It discusses e-branding strategies and benefits such as helping build familiarity, expanding customer relationships, and increasing sales. In conclusion, it states that e-branding has revolutionized branding and companies must pay attention to the internet marketplace.
Digital marketing utilizes online technologies like computers, phones, and other digital media to promote products and services. It began in 1971 with the first email and grew with search engines in the 1990s and social media in the 2000s. Today, digital marketing trends focus on personalization and automation using artificial intelligence. It involves tactics like search engine optimization, pay-per-click advertising, social media marketing, content marketing, email marketing, mobile marketing, and analytics. A digital marketer is responsible for driving traffic to websites and engages customers online at every stage.
We connect brands with people and people with brands through digital brand activation. The presentation discusses brand development, implementation, activation, maintenance and education. It highlights how understanding the online perspective is important given technological innovations and the large number of marketing messages people see daily. Key factors for relevance include knowing what the audience wants to hear and timing, location and message. Metrics like impressions, click-through rates and costs per action can help measure online advertising effectiveness.
The group discussed promotional techniques for various types of businesses:
1. For an established B2C brand, they recommended search marketing, online PR, online partnerships, offline communication methods like exhibitions and packaging, and social media marketing.
2. For a brand with low awareness, they suggested finding new opportunities to represent the company and using the company's website and social media presences.
3. For a dot-com startup, they proposed search marketing, online PR, online partnerships, interactive ads, opt-in emails, and social media marketing to focus on customer feedback.
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economyenzoyu
This document discusses how marketing is moving from traditional approaches to more digital approaches. Specifically, it outlines 4 key shifts: 1) from customer segmentation and targeting to engaging with customer communities, 2) from rigid brand positioning to dynamic brands that can adapt to different contexts, 3) from the traditional 4 P's marketing framework to one focused on co-creation, currency, communal activation, and conversation, and 4) from customer service processes to collaborative customer care. The document argues that while traditional marketing still has a role, digital marketing allows for more accountability and driving of actions and advocacy through easy information dissemination.
Digital Marketing Campaign Proposal for Massimo Dutti, New YorkAnyarat Priyawat
- Zara is a clothing retailer established in 1985 in Spain and owned by Inditex Group. It has over 521 stores across 47 countries.
- While known for its European style, Zara seeks to expand its presence in the US by opening two new stores in New York City and Washington DC.
- To increase its brand awareness and store traffic, Zara should utilize a paid digital marketing strategy that includes social media partnerships, influencer events, and targeted local promotions to attract new customers.
The document discusses the trends shaping marketing in the digital economy, referred to as "Marketing 4.0". It outlines several technologies like GPS, internet access, smartphones, and electronic payments that enable and disrupt marketing. It also discusses how marketing is evolving to combine online and offline elements, blend substance and style in building brands, and complement machine connectivity with human touch. The key aspects of Marketing 4.0 include online and offline integration, customer participation in the marketing mix, and a focus on both high-tech and high-touch elements.
The document discusses strategies for using digital marketing and social media to attract potential customers and build brand loyalty. It emphasizes understanding target audiences, their needs and behaviors in order to better promote products and services. Data from websites, social platforms, and mobile apps is used to track customer engagement and measure key performance indicators.
Modern Marketing and Advertising: How the Internet has changed the landscapeEizzil
A presentation on modern marketing and advertising in regards to how the Internet has changed the landscape. Focuses on the umbrella topics of new innovations, privacy issues, and commerce. Specifically discusses the principles of advertising, the user experience, contextual advertising, behavioral targeting, semantic targeting, interactive advertising, advergaming, integrated marketing communication, multimodal advertising, social media marketing, customer relationship marketing, search engine marketing, freemiums, and paywalls. Brings up the tools Facebook Beacon Ads, the Honda Fit game, Call Genie, FourSquare, Google AdSense, and Google AdWords
COSLA of Chapter 6: Marketing Productivity Metrics from the book Marketing 4.0 by Philip Kotler
By Team Digigimons of UP Diliman enrolled in BA 178 Digital Marketing class
integrated marketing communication or communicating valueTODAYHIGHLIGHTS
This document discusses marketing communications and developing effective communications. It defines marketing communications and provides examples of how integrated marketing helped the success of a Bollywood film. It then discusses the marketing communications mix, including different communication channels. The document outlines models for the communications process, including the macro and micro models. It emphasizes identifying the target audience and setting objectives. It also provides guidance on designing communications, selecting communication channels, and measuring results. Finally, it discusses integrated marketing communication and the importance of coordination across channels.
This document discusses internet marketing. It defines internet marketing as promoting and selling goods and services through interactive virtual spaces. The objectives of internet marketing are actual sales, promotion/advertising, customer service, and market research. Some advantages are empowering customers, eliminating geographic barriers, and being cost effective and convenient. Challenges include issues of integrity, lack of face-to-face contact, security/privacy concerns, and lack of trust. Common channels for internet marketing discussed are email marketing, blogging, pay-per-click advertising, social media marketing, and digital marketing.
With so many options for listing your business online, and with different people managing different aspects of your marketing, branding and brand compliance can become a real problem online. Let Qebot walk you through some tips, and show you how to not only build your brand through numerous channels, but also ensure consistency and compliance online. http://www.qebot.com
This document discusses various marketing strategies and tactics that can be used to grow a business. It begins by defining marketing and explaining the basic concepts of needs, wants, demands, exchange, and markets. It then covers the key elements of the marketing mix - product, price, place, and promotion. The document provides over 50 examples of different types of marketing strategies, such as cause marketing, relationship marketing, digital marketing, word-of-mouth marketing, and diversity marketing. It also explains concepts like the marketing research, distribution channels, promotional decisions, pricing decisions, and the importance of environmental analysis and customer feedback.
Direct marketing involves direct communication with targeted consumers to elicit an immediate response. It provides benefits to both customers and companies. Some key benefits include convenience for customers and access to growing customer databases for companies. Common direct marketing channels include catalogs, kiosks, online marketing, direct mail, television, telemarketing, and in-person selling. While online marketing provides benefits like convenience and information, it also faces challenges such as limited exposure, security issues, and clutter. Effective direct marketing campaigns use multiple media and stages to improve response rates and profits.
Chapter 8 of Marketing 4.0: Moving from Traditional to Digital discusses the need for brands to adopt human qualities to attract customers in the human-centric era.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
The telephone was invented in 1876 and was the primary tool for sales people up until the early 1980's when email was adopted for communication. These tools are staples in business communication but times are changing and sales professionals need to adapt to new tools that talk to a new evolution of customer.
Digital advertising and promotion uses various digital tools to market and promote brands to consumers. These tools include sponsorships, referrals, email marketing, viral marketing, electronic word-of-mouth, and mobile marketing. Sponsorships allow brands to reach mass and targeted audiences without waste by financially supporting events or causes relevant to the brand. Referral marketing encourages customers to promote brands through their trusted networks. Email marketing effectively builds large email lists and sends engaging content to move people to purchase. Viral marketing uses content that users want to share with others to exponentially grow awareness. Mobile marketing provides personalized, location-based promotions through apps, ads, and SMS.
This document provides an introduction to internet marketing. It discusses the scope and impact of internet marketing, outlines a seven-stage cycle for internet marketing, describes the four key relationship stages with customers, and provides guidelines for success. Some of the key topics covered include assessing market opportunities, developing integrated marketing strategies, designing customer experiences and interfaces, and evaluating marketing programs. The importance of customer insights, integration, balanced thinking and risk-taking for internet marketing success are also emphasized.
Digital marketing is a huge source of revenue and requires the investment in today’s business world. Both buyers and sellers in the market want to make their purchases from where they are located to save time
This document provides an overview of inbound marketing methodology. It begins by defining inbound marketing as focusing on creating educational content to attract potential customers to a website rather than using interruptive advertising. It then discusses the philosophy of why inbound marketing works, noting that customers are now well-informed and start their buying journeys online through search engines. The methodology section outlines the inbound marketing cycle of attracting website visitors through content and search engine optimization, converting visitors into leads through calls-to-action and landing pages, closing leads into customers through email nurturing and CRM integration, and delighting customers to turn them into brand promoters. It emphasizes the importance of blogging, social media, targeted keywords, calls-to-action, landing pages
The document discusses key topics in marketing including why marketing is important, changes in marketing trends over time, and future trends in marketing. Some of the main points covered include:
- Marketing is crucial for business success as it introduces products/services to potential customers and drives sales. Without marketing, customers would not know about a business's offerings.
- Marketing trends have evolved with changes like population growth, expanded media channels, and increased global competition forcing brands to market across borders.
- The traditional 4Ps marketing model of product, place, price, and promotion has been replaced by a new 4Es model focusing on experience, everywhere, exchange, and evangelism.
- Future marketing trends discussed include transparency marketing
We connect brands with people and people with brands through digital brand activation. The presentation discusses brand development, implementation, activation, maintenance and education. It highlights how understanding the online perspective is important given technological innovations and the large number of marketing messages people see daily. Key factors for relevance include knowing what the audience wants to hear and timing, location and message. Metrics like impressions, click-through rates and costs per action can help measure online advertising effectiveness.
The group discussed promotional techniques for various types of businesses:
1. For an established B2C brand, they recommended search marketing, online PR, online partnerships, offline communication methods like exhibitions and packaging, and social media marketing.
2. For a brand with low awareness, they suggested finding new opportunities to represent the company and using the company's website and social media presences.
3. For a dot-com startup, they proposed search marketing, online PR, online partnerships, interactive ads, opt-in emails, and social media marketing to focus on customer feedback.
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economyenzoyu
This document discusses how marketing is moving from traditional approaches to more digital approaches. Specifically, it outlines 4 key shifts: 1) from customer segmentation and targeting to engaging with customer communities, 2) from rigid brand positioning to dynamic brands that can adapt to different contexts, 3) from the traditional 4 P's marketing framework to one focused on co-creation, currency, communal activation, and conversation, and 4) from customer service processes to collaborative customer care. The document argues that while traditional marketing still has a role, digital marketing allows for more accountability and driving of actions and advocacy through easy information dissemination.
Digital Marketing Campaign Proposal for Massimo Dutti, New YorkAnyarat Priyawat
- Zara is a clothing retailer established in 1985 in Spain and owned by Inditex Group. It has over 521 stores across 47 countries.
- While known for its European style, Zara seeks to expand its presence in the US by opening two new stores in New York City and Washington DC.
- To increase its brand awareness and store traffic, Zara should utilize a paid digital marketing strategy that includes social media partnerships, influencer events, and targeted local promotions to attract new customers.
The document discusses the trends shaping marketing in the digital economy, referred to as "Marketing 4.0". It outlines several technologies like GPS, internet access, smartphones, and electronic payments that enable and disrupt marketing. It also discusses how marketing is evolving to combine online and offline elements, blend substance and style in building brands, and complement machine connectivity with human touch. The key aspects of Marketing 4.0 include online and offline integration, customer participation in the marketing mix, and a focus on both high-tech and high-touch elements.
The document discusses strategies for using digital marketing and social media to attract potential customers and build brand loyalty. It emphasizes understanding target audiences, their needs and behaviors in order to better promote products and services. Data from websites, social platforms, and mobile apps is used to track customer engagement and measure key performance indicators.
Modern Marketing and Advertising: How the Internet has changed the landscapeEizzil
A presentation on modern marketing and advertising in regards to how the Internet has changed the landscape. Focuses on the umbrella topics of new innovations, privacy issues, and commerce. Specifically discusses the principles of advertising, the user experience, contextual advertising, behavioral targeting, semantic targeting, interactive advertising, advergaming, integrated marketing communication, multimodal advertising, social media marketing, customer relationship marketing, search engine marketing, freemiums, and paywalls. Brings up the tools Facebook Beacon Ads, the Honda Fit game, Call Genie, FourSquare, Google AdSense, and Google AdWords
COSLA of Chapter 6: Marketing Productivity Metrics from the book Marketing 4.0 by Philip Kotler
By Team Digigimons of UP Diliman enrolled in BA 178 Digital Marketing class
integrated marketing communication or communicating valueTODAYHIGHLIGHTS
This document discusses marketing communications and developing effective communications. It defines marketing communications and provides examples of how integrated marketing helped the success of a Bollywood film. It then discusses the marketing communications mix, including different communication channels. The document outlines models for the communications process, including the macro and micro models. It emphasizes identifying the target audience and setting objectives. It also provides guidance on designing communications, selecting communication channels, and measuring results. Finally, it discusses integrated marketing communication and the importance of coordination across channels.
This document discusses internet marketing. It defines internet marketing as promoting and selling goods and services through interactive virtual spaces. The objectives of internet marketing are actual sales, promotion/advertising, customer service, and market research. Some advantages are empowering customers, eliminating geographic barriers, and being cost effective and convenient. Challenges include issues of integrity, lack of face-to-face contact, security/privacy concerns, and lack of trust. Common channels for internet marketing discussed are email marketing, blogging, pay-per-click advertising, social media marketing, and digital marketing.
With so many options for listing your business online, and with different people managing different aspects of your marketing, branding and brand compliance can become a real problem online. Let Qebot walk you through some tips, and show you how to not only build your brand through numerous channels, but also ensure consistency and compliance online. http://www.qebot.com
This document discusses various marketing strategies and tactics that can be used to grow a business. It begins by defining marketing and explaining the basic concepts of needs, wants, demands, exchange, and markets. It then covers the key elements of the marketing mix - product, price, place, and promotion. The document provides over 50 examples of different types of marketing strategies, such as cause marketing, relationship marketing, digital marketing, word-of-mouth marketing, and diversity marketing. It also explains concepts like the marketing research, distribution channels, promotional decisions, pricing decisions, and the importance of environmental analysis and customer feedback.
Direct marketing involves direct communication with targeted consumers to elicit an immediate response. It provides benefits to both customers and companies. Some key benefits include convenience for customers and access to growing customer databases for companies. Common direct marketing channels include catalogs, kiosks, online marketing, direct mail, television, telemarketing, and in-person selling. While online marketing provides benefits like convenience and information, it also faces challenges such as limited exposure, security issues, and clutter. Effective direct marketing campaigns use multiple media and stages to improve response rates and profits.
Chapter 8 of Marketing 4.0: Moving from Traditional to Digital discusses the need for brands to adopt human qualities to attract customers in the human-centric era.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
The telephone was invented in 1876 and was the primary tool for sales people up until the early 1980's when email was adopted for communication. These tools are staples in business communication but times are changing and sales professionals need to adapt to new tools that talk to a new evolution of customer.
Digital advertising and promotion uses various digital tools to market and promote brands to consumers. These tools include sponsorships, referrals, email marketing, viral marketing, electronic word-of-mouth, and mobile marketing. Sponsorships allow brands to reach mass and targeted audiences without waste by financially supporting events or causes relevant to the brand. Referral marketing encourages customers to promote brands through their trusted networks. Email marketing effectively builds large email lists and sends engaging content to move people to purchase. Viral marketing uses content that users want to share with others to exponentially grow awareness. Mobile marketing provides personalized, location-based promotions through apps, ads, and SMS.
This document provides an introduction to internet marketing. It discusses the scope and impact of internet marketing, outlines a seven-stage cycle for internet marketing, describes the four key relationship stages with customers, and provides guidelines for success. Some of the key topics covered include assessing market opportunities, developing integrated marketing strategies, designing customer experiences and interfaces, and evaluating marketing programs. The importance of customer insights, integration, balanced thinking and risk-taking for internet marketing success are also emphasized.
Digital marketing is a huge source of revenue and requires the investment in today’s business world. Both buyers and sellers in the market want to make their purchases from where they are located to save time
This document provides an overview of inbound marketing methodology. It begins by defining inbound marketing as focusing on creating educational content to attract potential customers to a website rather than using interruptive advertising. It then discusses the philosophy of why inbound marketing works, noting that customers are now well-informed and start their buying journeys online through search engines. The methodology section outlines the inbound marketing cycle of attracting website visitors through content and search engine optimization, converting visitors into leads through calls-to-action and landing pages, closing leads into customers through email nurturing and CRM integration, and delighting customers to turn them into brand promoters. It emphasizes the importance of blogging, social media, targeted keywords, calls-to-action, landing pages
The document discusses key topics in marketing including why marketing is important, changes in marketing trends over time, and future trends in marketing. Some of the main points covered include:
- Marketing is crucial for business success as it introduces products/services to potential customers and drives sales. Without marketing, customers would not know about a business's offerings.
- Marketing trends have evolved with changes like population growth, expanded media channels, and increased global competition forcing brands to market across borders.
- The traditional 4Ps marketing model of product, place, price, and promotion has been replaced by a new 4Es model focusing on experience, everywhere, exchange, and evangelism.
- Future marketing trends discussed include transparency marketing
The document provides a guide to Twitter advertising. It covers navigating the digital advertising landscape, why Twitter ads are effective, how brands are using Twitter, understanding Twitter analytics, defining campaign goals, getting started with Twitter ads, and key elements of launching a campaign. The guide includes tips, case studies, and statistics to help marketers develop successful Twitter ad strategies and campaigns.
How does Marketing Strategy Create Value for Customers Journey?PPCexpo
Dow does Marketing Strategy Create Value for Customers Journey?
The opening passage of Charles Dickens’ A Tale of Two Cities paints a reflection of pre-revolution Paris and London. It is also a reasonably accurate description of the state of marketing in the Digital Age.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
Verified Lead Generation provides a full-service lead generation process with four key steps:
1. They understand the client's brand and target audience through research to develop messaging and campaigns tailored to audience behaviors and preferences.
2. They create marketing plans, landing pages, ads, and creative content to attract and engage the target audience across multiple digital channels.
3. Campaigns are executed and optimized based on performance metrics like lead volume and conversion rates.
4. All leads are verified by calling prospects to confirm identity and intent before being passed to clients, ensuring only qualified leads are delivered.
Advances in digital IT and client savvviness have made marketing more specialized and strategic than ever. To thrive in this changing, high-stakes world, business leaders must invest in professional marketing capabilities. At many tech firms however, the focus placed on technical skills makes it hard to attract top-rank marketing professionals who can make a difference.
External marketing offers such firms flexible, timely expertise for creating new value and growth. In particular we've identified 8 specific jobs-to-be-done at tech start-ups and growing businesses, where external marketing helps firms enhance their position, while delivering new customer value and growth. (Published April 2013)
10 DTC Trends Driving Growth In E-Commerce.pdfFarihaSaddique
The direct-to-consumer (DTC) retail model has gained significant traction recently, especially due to the pandemic. In DTC retail, brands sell directly to consumers online rather than through retailers or other middlemen. This allows brands to cut expenses, develop customer relationships, and get direct customer feedback. Popular trends in DTC include companies selling both online and offline, using subscriptions, influencer marketing, and expanding to new marketplaces and generations like Gen Z. Multichannel inventory management software is important for DTC success to manage orders across sales channels and ensure accurate fulfillment.
Since 2006, inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
As technology advances, it is getting more integrated into our daily lives. There is no difference left between what we do in real life and what we do online.
This document discusses various forms of direct and online marketing. It begins by defining direct marketing as establishing direct connections with targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. It then outlines benefits of direct marketing to both buyers and sellers, including services, delivery, time savings, and ability to target customers. The document also discusses how customer databases can be used for direct marketing and lists common forms like catalog marketing, telephone marketing, and digital marketing methods like mobile, podcasts/vodcasts.
How to Use Multi-Channel Marketing to Create Brand Leveragediamondleadership
This document provides guidance on using a multi-channel marketing strategy to create brand leverage. It discusses how digital communications have changed consumer purchasing behaviors and how companies must have valuable, relevant content across multiple channels to reach consumers. It emphasizes that an integrated, coordinated approach across departments is needed to present a consistent brand voice and avoid wasted resources. It distinguishes between publishing channels that distribute content and dialogue channels that enable discussion around content. It stresses that both types of channels must be used together for content to gain traction. It provides tips on creating an integrated marketing team to develop shared strategies, goals, metrics and processes to manage a cohesive multi-channel presence.
Retail Online and Digital Marketing Training Session OneJessica Brown
The document discusses various topics related to online and digital marketing including:
1) The key differences between online marketing, digital marketing, outbound marketing, and inbound marketing.
2) Traditional marketing versus new marketing approaches and the benefits of permission marketing over interruption marketing.
3) The importance of integrated marketing and maintaining a consistent brand experience across all touchpoints.
4) Customer lifecycles and the stages of reaching, acquiring, developing, retaining, and gaining advocacy from customers.
5) Factors to consider when developing a marketing strategy including setting objectives, targets, and understanding where the business currently stands.
This document discusses distribution management and marketing channels. It provides information on direct and indirect marketing channels as well as one, two, and three level channels. It discusses the importance of marketing channels for market access, strategic distribution, customer reach, competitive advantage and more. An example is provided of how companies like Amazon and Apple leverage various channels for optimized distribution and market impact. The document also covers strategic flows in marketing channels, the functions and benefits of intermediaries, channel and ancillary structures, and behavioral processes in marketing channels.
The document discusses key concepts related to e-commerce and internet marketing. It covers topics like the online marketing mix, online branding and traffic building, managing digital content, and factors that influence consumer behavior online. It also examines concepts like e-CRM in virtual worlds and how organizations can leverage customer relationship management systems to better understand customers and improve relationships. The document provides an overview of various components of e-commerce like business-to-business, business-to-consumer, and consumer-to-consumer models.
The document discusses various topics related to online and digital marketing including:
1) The key differences between online marketing, digital marketing, outbound marketing, and inbound marketing.
2) Traditional marketing versus new marketing approaches and the benefits of permission marketing over interruption marketing.
3) The importance of integrated marketing and maintaining a consistent brand experience across all touchpoints.
4) Customer lifecycles and the stages of reaching, acquiring, developing, retaining, and gaining customer advocacy.
5) Key questions around identifying business objectives, sales targets, core purpose, and customer personas when developing a marketing strategy.
LOWE’S COMPANIES INC: optimizing the marketing communication mix case study s...Anjali Mehta
This case discusses Lowe's strategy to optimize its marketing communications mix for its new "Next Generation Installed Sales" initiative. Lowe's aimed to move beyond its do-it-yourself customers and target the "do-it-for-me" customer segment with kitchen remodeling services. The case analyzes Lowe's customer decision process, pain points, competitors, and reviews its traditional versus digital marketing approaches. It recommends a balanced integrated marketing communications strategy using different channels like TV, digital, social media, and in-store marketing tailored to the customer's decision stages from awareness to post-purchase. A SWOT analysis and marketing mix framework are also provided to guide Lowe's optimized marketing plan.
Similar to Jumping to the Next Curve: Marketing 4.0 in the Digital Economy (20)
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Physiology and chemistry of skin and pigmentation, hairs, scalp, lips and nail, Cleansing cream, Lotions, Face powders, Face packs, Lipsticks, Bath products, soaps and baby product,
Preparation and standardization of the following : Tonic, Bleaches, Dentifrices and Mouth washes & Tooth Pastes, Cosmetics for Nails.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Pollock and Snow "DEIA in the Scholarly Landscape, Session One: Setting Expec...
Jumping to the Next Curve: Marketing 4.0 in the Digital Economy
1. Jumping to the Next Curve:
Marketing 4.0
In the Digital Economy
Concept Synthesis and Local Application of Chapter 4
https://lancetimothylim.wordpress.com/
Lance Timothy S. Lim
Ateneo Graduate School of Business
3. The Mobile Internet.
The most significant dilemma is caused by…
https://lancetimothylim.wordpress.com/
Customers want the perfect application of
technologies that allows them to self-actualize
while becoming empathetic at the same time.
4. Reflection Questions
1. How can your brand
differentiate itself using human-
to-human touch?
2. How do you transition from the
four P’s to the four C’s?
3. How do you embrace
collaborative customer care?
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/
5. Outline
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/
6. Customer Community Confirmation:
1A. How can your brand differentiate itself?
https://lancetimothylim.wordpress.com/
The Customer
Traditional Marketing
The Brand
• Connected customers through
horizontal webs of communities.
• Formed by customers within the
boundaries they define.
• Brands must ask for customer
consent prior to marketing their
products.
Digital Marketing
ENGAGE with your Community.
7. 1B. How can your brand differentiate itself?
https://lancetimothylim.wordpress.com/
• A dynamic brand that behaves in
certain ways in certain situations.
• Character is the brand’s authentic
reason for being.
• Remain true to your roots, and
your outer imagery can be flexible.
Brand Clarification of Characters:
“Think Different” – creativity
“Authentic Athletic Performance”
“Ladies & Gentlemen Serving Ladies & Gentlemen”
Show your AUTHENTIC Self.
8. Outline
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/
9. Customer Participation in Transparent Commercialization:
2. How do you transition from the four P’s to the four C’s?
https://lancetimothylim.wordpress.com/
• Customer involvement for
successful product
developments
• Personalization creates superior
value propositions
• Dynamic pricing based on
market demand
Co-Creation
Currency
KNOW what your Customer Wants.
10. Customer Participation in Transparent Commercialization:
2. How do you transition from the four P’s to the four C’s?
https://lancetimothylim.wordpress.com/
• Instant access to products
and services, owned by other
customers.
• Customer response to a
company’s messages
• Frequent inter-customer
conversation
Communal Activation
Conversation
KNOW what your Customer Wants.
11. Outline
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/
12. Equal Treatment of Customers Through Collaboration:
3. How do you embrace collaborative customer care?
https://lancetimothylim.wordpress.com/
• Companies should view their
customers as equals.
• Demonstrate genuine
concern for the customer
• Collaboration is the key to
customer-care success.
Collaboration
The Customer is your FRIEND.
13. Marketing 4.0
In the Food Industry
Local Application to a Healthy Food Business
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14. A Brief History
• Started in 2017 by two friends
who were passionate about
health and fitness
• Sold smoothie bowls in
bazaars and events
• Business as a platform to
spread our cause and purpose
Grit PH
https://lancetimothylim.wordpress.com/
Our First Bazaar Latest Set-Up
15. Customer Community Confirmation
1. What has changed? How did we differentiate our brand?
https://lancetimothylim.wordpress.com/
• Joining events and bazaars that
advocated the health and
fitness lifestyle
• Talking about our purpose and
roles first
• People we met in these events
became our friends
ENGAGING with our Community.
16. Brand Clarification of Character
1. What has changed? How did we differentiate our brand?
https://lancetimothylim.wordpress.com/
• It was our passion for health
that drove us to open our
business.
• We wanted to be authentic at
the very start.
• Using the business as a channel
to spread our cause
Showing our AUTHENTIC Selves.
17. Customer Collaboration with Our Business
2. How did we transition to the Four C’s?
https://lancetimothylim.wordpress.com/
• Offering make-your-own
smoothie bowls given our wide
array of toppings (co-creation)
• Dynamic pricing for events; we
customize packages
depending on what the
customer wants (currency).
KNOWING what our Customers Want.
18. Customer Collaboration with Our Business
2. How did we transition to the Four C’s?
https://lancetimothylim.wordpress.com/
• Expanded into delivery for
customers who want smoothie
bowls anytime (communal
activation)
• Use of social media to interact
with our old and new customers
(conversation)
KNOWING what our Customers Want.
19. Treating Our Customers as FRIEND FAMILY
3. How did we embrace collaborative customer care?
https://lancetimothylim.wordpress.com/
• Creating touchstone
experiences (from the way we
greet, by listening, sharing
stories, and so on)
• Showing genuine affection to
our customers, which makes
them more comfortable
20. Both should coexist with interchanging roles across
the customer path.
Integrating Traditional and Digital Marketing (or Marketing 4.0)…
https://lancetimothylim.wordpress.com/
Traditional marketing plays a major role in building
awareness and interest in the early stages.
As the interaction progresses, digital
marketing rises in importance.
The most important role of digital
marketing is to drive action and advocacy.
21. Reflection Questions
1. How can your brand
differentiate itself using human-
to-human touch?
2. How do you transition from the
four P’s to the four C’s?
3. How do you embrace
collaborative customer care?
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/
22. Summary
1. Customer community
CONFIRMATION and brand
clarification of CHARACTER
2. Customer PARTICIPATION in
transparent commercialization
3. Treat customers as equals
through COLLABORATION
Marketing 4.0
In the Digital Economy
https://lancetimothylim.wordpress.com/
23. Jumping to the Next Curve:
Marketing 4.0
In the Digital Economy
Concept Synthesis and Local Application of Chapter 4
https://lancetimothylim.wordpress.com/
Lance Timothy S. Lim
Ateneo Graduate School of Business