A presentation on marketing 101 for the Berkeley chapter of TAMID.

1. MARKETING 101
More than just facebook
TAMID Berkeley — 10.24.13 — @rosenthal
Friday, October 25, 13

2. Friday, October 25, 13

3. Friday, October 25, 13

4. Friday, October 25, 13

5. OCTOBER 24, 2013
My background
What is marketing?
Why is marketing important?
What are the tools of marketing?
How do you know if you’re doing it right?
What works in digital marketing?
I’ll share slides after
Friday, October 25, 13

6. Friday, October 25, 13

7. Friday, October 25, 13

8. Friday, October 25, 13

9. Friday, October 25, 13

10. Friday, October 25, 13

11. Friday, October 25, 13

12. Friday, October 25, 13

13. {elite}
Friday, October 25, 13

14. {elite}
Friday, October 25, 13

15. Friday, October 25, 13

16. Friday, October 25, 13

17. Friday, October 25, 13

18. Friday, October 25, 13

19. THE 5 C’S
Customers
Who are our customers?
Competition
Who competes with us in meeting those needs?
Collaborator
Who should we enlist to help us and how do we motivate them?
Context
Company skills
Friday, October 25, 13
What cultural, technological, and legal factors limit what is possible?
What special competence do we possess to meet those needs?

20. THE 5 C’S
Customers
Competition
Collaborator
Context
Company skills
Friday, October 25, 13

21. SEGMENTATION +
TARGET MARKET
What segments of
need exist?
Defined by
characteristics,
behaviors, needs
Goal: clearly
differentiate
between
segments, but
homogenous
within segment
Friday, October 25, 13

22. VALUE PROPOSITION
Who are the customers?
What are the needs that the product fills?
Why is the product the best option to satisfy those
needs?
Our __________ is __________ among all __________ because _________
(product/brand)
Friday, October 25, 13
(single most
(competitors)!
( important claim)

23. Our __________ is __________ among all __________ because _________
(product/brand)
Friday, October 25, 13
(single most
(competitors)!
( important claim)

24. Our __________ is __________ among all __________ because _________
(product/brand)
Friday, October 25, 13
(single most
(competitors)!
( important claim)

25. Our __________ is __________ among all __________ because _________
(product/brand)
Friday, October 25, 13
(single most
(competitors)!
( important claim)

26. WHAT IS A PRODUCT?
A product exists to deliver
benefits to a consumer
Marketers have a role
Enabled(by((
technology(
Friday, October 25, 13
Market(
research(
Sa2sfy(
consumer(
needs(
Create(
benefits(
Problems(or(
joys(
Sa2sfy(
consumer(
needs(
Product(
Management
/(Marke1ng(
Create(
benefits(
Product(
features(
Product(
Development(
/(Engineering(
Product(
features(
Culture(&(
nature(

27. FOUR P’S
Product: What are you selling?
Price: For how much? [Not based on cost]
Place: What’s your channel?
Promotion: Who are you talking with? How? With what
effect? How loudly? What are you saying?
Friday, October 25, 13

28. Friday, October 25, 13

29. Broadcast Media
• TV/Radio
• Print
Advertising
Direct Response
• Mail/phone
• email
Interactive Media
$$$$
Above&the&line&
Below&the&line&
Promotion
• Web
• User-generated
• Social
Consumer Promos
• Coupons
• Rebates
Trade Promotions
• Volume Discounts
• Slotting Allowances
Friday, October 25, 13

30. TRADEOFFS IN TOOLS
Addressable)/))
customized)
Web)
DIRECT)
Communica)on*
customiza)on*
Email)
Direct)
)))))))))))))Radio)
)))))))))))))Newspaper)
))))))))))))))))))Magazines)
Mass)
Catalogs)
Infomercial)
))))))))Television)
Broadcast)–))
One.way)
messaging)
Two.ways)with)
Time)Lag)in))
response)
Communica)on*interface*
Friday, October 25, 13
TelemarkeIng)
Two.way)
Instantaneous)
In)response)

31. PUSH VS. PULL MARKETING
Friday, October 25, 13

32. PUSH VS. PULL MARKETING
Friday, October 25, 13

33. PUSH VS. PULL MARKETING
Friday, October 25, 13

34. Friday, October 25, 13

35. MARKET RESEARCH TOOLS
Friday, October 25, 13

36. MARKET RESEARCH TOOLS
Friday, October 25, 13

37. MARKET RESEARCH TOOLS
Friday, October 25, 13

38. MARKET RESEARCH TOOLS
Friday, October 25, 13

39. DIGITAL MARKETING
Carefully control costs
Respond to interest
Learn quickly
Study up
Work remotely
Digital Native
Friday, October 25, 13

40. Digital Marketing Disrupts Traditional Marketing
Then
Now
Market Research
Focus groups conducted a few
times per year with limited set
of customers
Continuous feedback from a
large number of customers
online
New Product Development
New products created by R&D
with limited customer feedback
Customers contribute new ideas
to company regularly
Customer Interactions
One-way interactions from the
company, two-way dialogue only
occurred in-store
Customers talk back to brands,
customers talk to customers
about brands
Brand Positioning
Created with agency and topdown communication to
consumers through print, TV
Created by the most engaged
and loyal of customers, or the
most angry of customers
Targeting
TV, print ads created for the
mass market, some minimal
targeting
Microsegments, implicit
personalization, explicit
personalization
Campaigns created with agency
and launched for longer time
period
Campaigns evolve, users
generate them, missteps are
parodied, successes are lauded
Content Creation
Friday, October 25, 13

41. HOW TO DESIGN A
DIGITAL CAMPAIGN
1. Choose a goal
2. Select tools/messages
3. Allocate budget to tools
4. Measure results
Friday, October 25, 13

42. 1. CHOOSE A GOAL
Drive customers to do one big thing that can be
measured online
Register at a website
Join a social medium
Answer a survey
Transact
Friday, October 25, 13

43. To choose a goal, understand first how the
HOW TO CHOOSE A
campaign relates to the broader marketing
GOAL?
mission.
Loyalty loop
Acquisition
Friday, October 25, 13
Conversion
Retention

44. 2. SELECT TOOLS/
MESSAGES
Consumer
Organic
search on
search
engines
Display on
publisher sites
Paid search on
search engines
Publishers
What’s a publisher? Any
traffic attractor.
Google, Facebook,
Yahoo, a thousand
other branded sites, plus
ad networks and ad
exchanges.
Outbound
communication
Firm finds consumer
Friday, October 25, 13
Search Engines
What’s a search engine?
Google, Bing, Yahoo
(powered by Bing,)
Baidu, Ask, AOL
(powered by Google.)
Firm
Inbound
communication
Consumer finds firm

45. OUTBOUND
How Outbound Digital Media Compare to Television
Outbound Marketing
Television
Awareness
Brand building
Leads, Conversions,
Transactions
Branding, Leads,
Conversions
Pricing
CPM
CPC
CPM or CPC
Metrics
GRP, Awareness
Brand Scores
CTR, CPC, CPA
CTR, CPC, CPA
Brand Scores
Budget
A/S, SOV,
GRP Target
CPA Target
CPA Target
Brand Goals
Issues
No direct link to sales
Pre-click: Attribution
Post-click: CLV
Attribution, CLV,
Brand-sales link
Unique
Aspects
Friday, October 25, 13
Facebook Ads
Goals
19
Google AdWords
Image, Emotions
Narrative
Accountable
Interest-targeting
Social Connections

46. INBOUND
SEO (Search Engine Optimization)
Blog posts
Youtube
Contests
Friday, October 25, 13

47. MARKETING GOALS
Attract or retain customers
Increase Willingness to Pay (WTP)
Launch product
Improve brand
Friday, October 25, 13

48. Friday, October 25, 13

49. QUESTIONS?
twitter: @rosenthal
andrew@andrewjrosenthal.com
Slides available online
Friday, October 25, 13