Slides of my presentation during the event organized by foundation “Young Entrepreneurs Stichting, YES” at the Aruba Chamber of Commerce and Industry. January 28th, 2014.
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Discuss.io is a leader among market research companies. It provides an array of project support tools to conduct market research. Discuss.io research platform can be used to generate usable consumer data for brands and research agencies of all sizes and budgets.->> http://goo.gl/Vzkwh9
To understand strategic planning, its linkage to strategic marketing and marketing management
To know how sales strategy is developed from marketing strategy
To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting
To understand purposes and the process of sales budget
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
this presentation pays attention to the to competitor analysis and how to conduct especially for an entrepreneur that's working on a shoe string budget.
John Mullins, Associate Professor of Management Practice in Marketing and Entrepreneurship, presents a toolkit for assessing and shaping market opportunities and a better way for entrepreneurs to assess the adequacy of what they bring to the table as
individuals and as a team. These seven domains address the central elements in the assessment of any market opportunity.
This was first published in Business Strategy Review, Volume 25, Issue 2 - 2014. Subscribe today to receive your quarterly copy delivered to your home or work place. http://bit.ly/BSR-subscribe
Ansoff's Matrix is a classic model of marketing and business strategy that business students can use very effectively in their exams. This revision presentation outlines the key features of the model.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Discuss.io is a leader among market research companies. It provides an array of project support tools to conduct market research. Discuss.io research platform can be used to generate usable consumer data for brands and research agencies of all sizes and budgets.->> http://goo.gl/Vzkwh9
To understand strategic planning, its linkage to strategic marketing and marketing management
To know how sales strategy is developed from marketing strategy
To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting
To understand purposes and the process of sales budget
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
this presentation pays attention to the to competitor analysis and how to conduct especially for an entrepreneur that's working on a shoe string budget.
John Mullins, Associate Professor of Management Practice in Marketing and Entrepreneurship, presents a toolkit for assessing and shaping market opportunities and a better way for entrepreneurs to assess the adequacy of what they bring to the table as
individuals and as a team. These seven domains address the central elements in the assessment of any market opportunity.
This was first published in Business Strategy Review, Volume 25, Issue 2 - 2014. Subscribe today to receive your quarterly copy delivered to your home or work place. http://bit.ly/BSR-subscribe
Ansoff's Matrix is a classic model of marketing and business strategy that business students can use very effectively in their exams. This revision presentation outlines the key features of the model.
Market research! your action plan vancouver start upMark Eversfield
High level description of practical hands on tools to conduct market research for your business idea. Primary and secondary, qualitative and quantitative, and mobile market research. Auto tools for your competition and industry trends.
Here's my presentation on Modern Technologies for Seniors (60+) in Papiamento presented at MFA Paradera & MFA Noord in collaboration with Club Kibrahacha 60+.
Social Media Landscape of Aruba - Key Facebook Stats Feb 2016Edward Erasmus
Here's an updated presentation containing some interesting Facebook user stats for Aruba (February 2016). The info can be used for research, educational or for social media marketing purposes. Comments and questions are welcome.
Nation of Innovation - Aruba Opportunity Plan v2 (Commission Nation of Innova...Edward Erasmus
The commission Nation of Innovation (NOI) is one of the commissions forming part of the project Nos Aruba 2025. The objective of Nos Aruba 2025 is the institutionalization of an integrated and strategic planning process where the coordination between the relevant stakeholders is encouraged taking into consideration guidelines for sustainable development. The most important outcome of Nos Aruba 2025 is the formulation of a National Integrated Strategic Plan (NISP). The definition of this plan will stimulate the coordination between the concerned stakeholders.
The primary goal of the commission NOI is to develop a plan and stimulate ideas to promote innovation and entrepreneurship on Aruba in order to reach sustainable economic prosperity for our citizens.
The commission believes that Aruba can only prosper in the times ahead if the talents of the country’s people are unlocked. Innovation should flourish across every area of the island’s economy, and in particular in the industries where high value added businesses can prosper and grow. Innovation will be the key to some of the biggest challenges facing Aruba’s society, like economic diversification, energy development, sustainable food supply and other areas that require long-term sustainable solutions.
Social Media Landscape of Aruba - Key Facebook Stats (Feb 2015)Edward Erasmus
Here's an updated presentation containing some interesting Facebook user stats for Aruba (February 2015). The info can be used for educational or for social media marketing purposes. Comments and questions are welcome.
Catalyzing Innovation and Social Change through Social EntrepreneurshipEdward Erasmus
Slides of my presentation as guest speaker during the event at the University of Aruba titled: "The role of the University of Aruba in Creating Social Value and Social Responsibility. Volunteer Work in the Galapagos Islands."
Social Media Landscape of Aruba - 10 Key Facebook Users StatsEdward Erasmus
Check out this presentation displaying some interesting Facebook user stats for Aruba (2014). The info can be used for education or for social media marketing purposes. Comments and questions are welcome.
Social Media and SM Marketing - EPI Leadership Course Week 2013 UAEdward Erasmus
Slides of my presentation during the special leadership course week organized by students and lecturers of the University of Aruba for the students of EPI - Tourism Sector.
Shared Value and Sustainable EntrepreneurshipEdward Erasmus
Slides of my guest lecture during the kick-off event for the project of Sustainable Entrepreneurship (3rd year students of the Faculty of Accounting, Finance and Marketing, University of Aruba)
#Win x 3 - Career Convention 2012 PresentationEdward Erasmus
Slides of my presentation during the Career Convention 2012, organized by the 4th year students of the Faculty of Accounting, Finance and Marketing @ the University of Aruba. Thanks for the invitation!
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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 presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
2. Roadmap
•
•
•
•
•
•
Why do Market Analysis?
Market Analysis Grid
Research Process
Low-Budget/DIY Market Analysis
Some Helpful Tips and Resources
Final Thoughts
3. Why do Market Analysis?
• A key part of developing your business
strategy
• Both first-time entrepreneurs and existing
companies need market information for
new products and services.
4. Why do Market Analysis?
Marketing Analysis can be used to:
•
•
•
•
•
Identify & Assess Opportunities
Examine Market Segments
Select Target Markets
Plan & Implement Marketing Mixes
Evaluate Marketing Performance
7. Target Market and Customer
After first identifying your market, you will
then need to select a target market to be
the focus of your company’s efforts.
8. Target Market and Customer
• Consumer market segmentation is
based on geographics, demographics,
psychographics, and buying
characteristics.
• A business can select and serve multiple
market segments.
10. Target Market and Customer
The target market for your product or
service should be:
1 Measurable
2 Large enough to be profitable
3 Reachable
4 Responsive
12. Creating a Customer
Profile
Creating a customer profile (personas) is the
first step in targeting your marketing efforts.
• Age, gender, lifestyle
• Purchasing power
• Purchasing process
• Frequency of purchase, etc.
13. Evaluating Customers’
Needs
In order to provide what the customer wants,
you should prepare a customer needs analysis:
that is a list of features and benefits of your
good or service that the customers value
14. Forecasting Demand
Several methods can be used to forecast
demand:
Use historical analogy.
Interview prospective customers and
intermediaries.
Go into limited supply.
15.
16. The Competition
• Usually, competing products and
services are already established in the
market.
• To succeed, you must be able to capture
market share by differentiating your
business.
18. The Competition
Create a profile of direct and indirect
competitors in the market:
•
•
•
•
Who are they?
What makes them successful?
What are their weaknesses?
How will they react to new market entrants?
20. Analyzing the business
environment
Look at trends and patterns of change.
Understand industry forces that affect your business.
Study industry demographics.
24. Industry Forces
barriers to entry
threats from substitute products
sources of supply
buyers’ ability to bargain
technology
25. Industry Demographics
carrying capacity
the ability of industry to support
new growth
industry life cycle
the current stage of an industry
1
Birth
2
Growth
3
Maturity
4
Decline
uncertainty
the degree of stability or instability
in a given industry
complexity
the number and diversity of
contacts with which a business
must deal
26.
27. Start the Research Process
The Five Steps of an Effective Research Plan
5
4
3
2
1
Analyze the data.
Organize the data.
Collect primary data.
Obtain secondary resources.
Identify your information needs.
28. Start the Research Process
Research secondary data before
researching primary sources because it is
easily obtained and inexpensive.
29. Start the Research Process
The most common methods of gathering
primary data are:
• observation
• interviews
• surveys
31. Low-Budget Market Analysis
& Surveying
•
•
•
•
•
•
Use social media
Talk to potential customers
Visit your (potential) competitor
Attend lectures and workshops (UA, KvK, etc.)
Make use of UA students to conduct research
Research and project reports database UA
32. Rule of Thumb
• The larger your investment,
the more extensive your
market analysis should be.
41. Sharing some wisdom
• Methodology: should be good enough,
not (scientifically) perfect;
• Make marketing research a habit;
• Don’t just rely on family and friends;
• Don’t just collect data…do something
with it!;
• Know your industry…inside and out…;
42. Always Remember
• Market Analysis & Surveying is a tool.
• It assists entrepreneurs in their
decision making.
• IT IS NOT A REPLACEMENT FOR
ENTREPRENEURIAL JUDGEMENT!!
43. Final thoughts…
“He who asks is a fool for five minutes.
He who does not ask is a fool forever.”
~ Chinese proverb