1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
Role: https://phiture-jobs.personio.de/job/138732
Intro
We’re excited to invite you for a brief assignment to understand your thought processes around setting up,
analyzing and managing campaigns.
Feel free to use the following resources to get you set up, but please also bring your previous experience
from user acquisition (Google Ads, etc.) into the assignment:
- https://searchads.apple.com/advanced/help/overview/#why-advertise
- https://support.google.com/google-ads/answer/6247380?hl=en
We’ve also left you a copy of our Advanced ASO Book on www.asoebook.com which you can pick up with
coupon: asocandidate. While this is not a Performance marketing resource, it might help you with your
research.
Task 1: Understanding our client's needs
A potential client reaches out to us and tells us that they “want us to do Apple Search Ads & Google App
Campaigns”.
Which 4-5 questions would you ask them to better assess how we can help them? And why do you want to
ask those questions?
Guidance: 15 minutes.
Task 2: Setting up your first campaigns
The client, LEGO life, wants to proceed and asks us to run their Apple Search Ads & Google App Campaigns
for them.
● For Apple Search Ads, map out the campaign and ad group structure, and list a few keywords that
you aim to target in each of the ad groups. Make sure you clearly include match types in your
setup.
● In regards to Google App Campaigns, how would you structure the campaigns and ad groups?
Why?
You can build this structure in a Google Sheet or in your presentation (task 4), but feel free to use any tool
you like.
Guidance: 30 minutes.
Task 3: Analyzing data
For the third part of your assignment, we’re asking you to analyze this spreadsheet of search term /
keyword level data. This is real data from an Apple Search Ads account, but it has been anonymized and
campaign, ad group names and keywords have been randomized. Feel free to make a copy of the file so
that you can edit it, and slice and dice data in ways that you would typically do.
As part of your analysis, tell us what data points you’ve decided to focus on and why (hint: you don’t need to
use all columns).
We’re looking to answer questions such as:
● How do you look at the funnel in Apple Search Ads?
● Which ad groups were performing best?
● What is the average CPT?
● What is the average cost per download (CPI)?
● ...
If the client asks us to increase the number of subscriptions while achieving a target Cost Per Action of $6
or below, how would you change the current strategy (bids, etc.)?
Guidance: 45 minutes
Task 4: Creating a presentation
As a performance marketing consultant you will work on a daily basis with clients and you will need to
present them your plans and findings in a clear and concise manner. Take your answers from the previous
three assignments and put them together in a presentation which you will hand over to Phiture.
Guidance: 30 minutes
Brief about how LinkedIn can be used as a B2B marketing & Lead Generation tool. I'm a freelancer, helping organizations increase their revenue by LinkedIn activities & high quality lead generation.
Social media marketing strategy for linkedinSourabh Rana
Linkedin was #1 social media network in 2013 to capture leads & generate traffic. In this slide you will learn tips & secret tricks for linkedin marketing. From basic to advanced I tried to cover all important topics in this slide.
Role: https://phiture-jobs.personio.de/job/138732
Intro
We’re excited to invite you for a brief assignment to understand your thought processes around setting up,
analyzing and managing campaigns.
Feel free to use the following resources to get you set up, but please also bring your previous experience
from user acquisition (Google Ads, etc.) into the assignment:
- https://searchads.apple.com/advanced/help/overview/#why-advertise
- https://support.google.com/google-ads/answer/6247380?hl=en
We’ve also left you a copy of our Advanced ASO Book on www.asoebook.com which you can pick up with
coupon: asocandidate. While this is not a Performance marketing resource, it might help you with your
research.
Task 1: Understanding our client's needs
A potential client reaches out to us and tells us that they “want us to do Apple Search Ads & Google App
Campaigns”.
Which 4-5 questions would you ask them to better assess how we can help them? And why do you want to
ask those questions?
Guidance: 15 minutes.
Task 2: Setting up your first campaigns
The client, LEGO life, wants to proceed and asks us to run their Apple Search Ads & Google App Campaigns
for them.
● For Apple Search Ads, map out the campaign and ad group structure, and list a few keywords that
you aim to target in each of the ad groups. Make sure you clearly include match types in your
setup.
● In regards to Google App Campaigns, how would you structure the campaigns and ad groups?
Why?
You can build this structure in a Google Sheet or in your presentation (task 4), but feel free to use any tool
you like.
Guidance: 30 minutes.
Task 3: Analyzing data
For the third part of your assignment, we’re asking you to analyze this spreadsheet of search term /
keyword level data. This is real data from an Apple Search Ads account, but it has been anonymized and
campaign, ad group names and keywords have been randomized. Feel free to make a copy of the file so
that you can edit it, and slice and dice data in ways that you would typically do.
As part of your analysis, tell us what data points you’ve decided to focus on and why (hint: you don’t need to
use all columns).
We’re looking to answer questions such as:
● How do you look at the funnel in Apple Search Ads?
● Which ad groups were performing best?
● What is the average CPT?
● What is the average cost per download (CPI)?
● ...
If the client asks us to increase the number of subscriptions while achieving a target Cost Per Action of $6
or below, how would you change the current strategy (bids, etc.)?
Guidance: 45 minutes
Task 4: Creating a presentation
As a performance marketing consultant you will work on a daily basis with clients and you will need to
present them your plans and findings in a clear and concise manner. Take your answers from the previous
three assignments and put them together in a presentation which you will hand over to Phiture.
Guidance: 30 minutes
Brief about how LinkedIn can be used as a B2B marketing & Lead Generation tool. I'm a freelancer, helping organizations increase their revenue by LinkedIn activities & high quality lead generation.
Social media marketing strategy for linkedinSourabh Rana
Linkedin was #1 social media network in 2013 to capture leads & generate traffic. In this slide you will learn tips & secret tricks for linkedin marketing. From basic to advanced I tried to cover all important topics in this slide.
Content Marketing for Healthcare [WEBINAR]Geonetric
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy
Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Digital Marketing for Healthcare Industry | Healthcare Industry in India | He...Kotla Ranjith Kumar Reddy
Result driven with over 6+ years of experience in Digital Marketing. Skilled in training workforce and achieve organizational targets. Hands-on experience in managing online and offline campaigns such as: Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media Marketing (SMM), Social Media Optimization (SMO), Email Marketing, Affiliate Marketing, Online Reputation Management (ORM), Google Analytics, and Wordpress.
Digital Marketing is playing a very important role in every industry including the healthcare. Here are few digital marketing strategies for hospitals and health systems to stay competitive and to drive patient engagement.
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
At the 2018 TYPO3 Conference in Berlin, Bitmotion's Ekkehard Gümbel gave this talk on Marketing Automation, covering
* Basics of Inbound Marketing and Automation
* Marketing Automation software landscape
* Mautic as the Open Source option of choice
* Deep integration with TYPO3 CMS
* Implications for businesses, TYPO3 agencies and the TYPO3 project
Please find the corresponding video at https://www.leuchtfeuer.com/mautic-typo3-know-how/
MKT574 WK1 Assignment Concepts and Applications WorksheetWorksIlonaThornburg83
MKT/574 WK1 Assignment: Concepts and Applications Worksheet
Worksheet
Name:
Question
Answer
Application
Citation
What is marketing?
Marketing is a process through which an organization engages the target market to build strong relationships and, in return, get sales.
It involves the promotion and selling of products or services and will involve much research and then advertising.
The marketing department in the company implements this.
Several strategies can be applied: social media marketing, email marketing, conversational marketing, TV advertising, and direct selling.
(Blythe & Martin, 2019)
What are common misconceptions of marketing?
Marketing misconceptions are wrong thoughts that people have about how to approach marketing. The following are some examples:
1. Small businesses do not need marketing-this misconception leads many small businesses to fail.
2. The marketing plan only involves advertising-this is not true because marketing plans do not only use the traditional advertising strategies today.
3. A business does not need to market to existing customers-this is a severe misconception because keeping customers involves keeping them engaged or through.
Having marketing misconceptions costs the business because it fails to fully take advantage of marketing strategies that can help to bring in more customers and keep the loyalty of the existing customers.
An example will be a scenario where the business fails to advertise because it feels that it has enough customers.
(Pride & Ferrell, 2021)
What role do value and exchange play in marketing?
Value is the difference between what the customer perceives to be the product's benefit and the product's cost compared with other products. It plays a critical role in determining the worth of the product being provided in the market.
Exchange is what happens when people trade products or services. The role of the exchange is to provide utility which means that the product the company is selling should be less in value than the benefits.
Value and exchange result in profit for the business.
Value and exchange provide a means for a company to determine the best marketing strategies and set the correct prices. The goal is to ensure that the company can gain profits throughout the whole process.
(Wood, 2016)
What is the marketing mix? [Hint: 4Ps]
The marketing mix can be considered the tactics that any business uses to promote its product(s) or service(s) in the market.
It is centered around the 4P's: price, place and promotion of the product or service. These 4P's interact significantly with each other and, they are usually limited in different ways by both internal and external issues.
The marketing mix is necessary to help companies identify what the customers want, how the product or service they are producing meets that need, how it is perceived in the market, and the competitive advantage compared to competitors.
The marketing mix is a marketing tool that determines the specific aspects t ...
Content Marketing for Healthcare [WEBINAR]Geonetric
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
In this webinar, you’ll learn how to:
Establish a content marketing program
Use content marketing in a healthcare environment to build service line volume
Create content that is truly valuable and gets shared
Go beyond social media as a content marketing strategy
Watch the webinar with audio: http://www.geonetric.com/resources/webinars/2013/content-marketing/
Digital Marketing for Healthcare Industry | Healthcare Industry in India | He...Kotla Ranjith Kumar Reddy
Result driven with over 6+ years of experience in Digital Marketing. Skilled in training workforce and achieve organizational targets. Hands-on experience in managing online and offline campaigns such as: Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media Marketing (SMM), Social Media Optimization (SMO), Email Marketing, Affiliate Marketing, Online Reputation Management (ORM), Google Analytics, and Wordpress.
Digital Marketing is playing a very important role in every industry including the healthcare. Here are few digital marketing strategies for hospitals and health systems to stay competitive and to drive patient engagement.
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
At the 2018 TYPO3 Conference in Berlin, Bitmotion's Ekkehard Gümbel gave this talk on Marketing Automation, covering
* Basics of Inbound Marketing and Automation
* Marketing Automation software landscape
* Mautic as the Open Source option of choice
* Deep integration with TYPO3 CMS
* Implications for businesses, TYPO3 agencies and the TYPO3 project
Please find the corresponding video at https://www.leuchtfeuer.com/mautic-typo3-know-how/
MKT574 WK1 Assignment Concepts and Applications WorksheetWorksIlonaThornburg83
MKT/574 WK1 Assignment: Concepts and Applications Worksheet
Worksheet
Name:
Question
Answer
Application
Citation
What is marketing?
Marketing is a process through which an organization engages the target market to build strong relationships and, in return, get sales.
It involves the promotion and selling of products or services and will involve much research and then advertising.
The marketing department in the company implements this.
Several strategies can be applied: social media marketing, email marketing, conversational marketing, TV advertising, and direct selling.
(Blythe & Martin, 2019)
What are common misconceptions of marketing?
Marketing misconceptions are wrong thoughts that people have about how to approach marketing. The following are some examples:
1. Small businesses do not need marketing-this misconception leads many small businesses to fail.
2. The marketing plan only involves advertising-this is not true because marketing plans do not only use the traditional advertising strategies today.
3. A business does not need to market to existing customers-this is a severe misconception because keeping customers involves keeping them engaged or through.
Having marketing misconceptions costs the business because it fails to fully take advantage of marketing strategies that can help to bring in more customers and keep the loyalty of the existing customers.
An example will be a scenario where the business fails to advertise because it feels that it has enough customers.
(Pride & Ferrell, 2021)
What role do value and exchange play in marketing?
Value is the difference between what the customer perceives to be the product's benefit and the product's cost compared with other products. It plays a critical role in determining the worth of the product being provided in the market.
Exchange is what happens when people trade products or services. The role of the exchange is to provide utility which means that the product the company is selling should be less in value than the benefits.
Value and exchange result in profit for the business.
Value and exchange provide a means for a company to determine the best marketing strategies and set the correct prices. The goal is to ensure that the company can gain profits throughout the whole process.
(Wood, 2016)
What is the marketing mix? [Hint: 4Ps]
The marketing mix can be considered the tactics that any business uses to promote its product(s) or service(s) in the market.
It is centered around the 4P's: price, place and promotion of the product or service. These 4P's interact significantly with each other and, they are usually limited in different ways by both internal and external issues.
The marketing mix is necessary to help companies identify what the customers want, how the product or service they are producing meets that need, how it is perceived in the market, and the competitive advantage compared to competitors.
The marketing mix is a marketing tool that determines the specific aspects t ...
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
360 Degree Marketing: How to benefit from online and offline marketing commun...Browne & Mohan
With advent of online and mobile platforms, marketing managers now have both offline and online marketing assets to increase their brand reach and customer engagement. However, many companies do not plan and execute a marketing strategy that meshes assets available on different media. Moreover, companies do not use an extensive embellished strategy to keep in continuous touch with customers. In this white paper, Browne & Mohan consultants show how to integrate offline and online marketing assets systematically and build a strong extensive content strategy to develop from low cost low information intensive assets to costly high information intensive assets.
Tom Stein's, President and Chief Creative Officer of Stein + Partners Brand Activation, presentation at Custom Marketing Day - July 27 2011 in New York City
Marketing management is the process where the economical measurement of competitor are examined and people needs are fulfilled. Read this document to know how to develop lots of marketing skills for successful business.
https://www.assignmentdesk.co.uk/marketing-assignment-help
To Relocate 4 Dublin Business School Campuses To A Proposed Purposed Built College On A Greenfield Site Off The M50 In Blanchardstown, Co Dublin.
PFA: Attached Presentation With Same Title.
To Relocate 4 Dublin Business School Campuses To A Proposed Purposed Built College On A Greenfield Site Off The M50 In Blanchardstown, Co Dublin.
PFA: Attached Presentation With Same Title.
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
2. 2
Index
INTRODUCTION ............................................................................................................................................ 3
MARKETING.................................................................................................................................................. 3
DIGITAL MARKETING.................................................................................................................................... 3
TRADITIONAL MARKETING........................................................................................................................... 4
MARKETING STRATEGY ................................................................................................................................ 5
TO WHAT EXTENT ORGANISATIONS ARE INCORPORATING OF DIGITAL MARKETING INTO STRATEGY
DEVELOPMENT............................................................................................................................................. 5
DIFFERENCE BETWEEN OMNICHANNEL AND MULTICHANNEL.................................................................... 7
CONCLUSION ................................................................................................................................................ 7
BIBLIOGRAPHY.............................................................................................................................................. 8
3. 3
Critically evaluate the proposition that ‘digital marketing has replaced traditional
marketing in strategy development’.
INTRODUCTION
21st century embarks the milestone of development of web technologies though it is out
there for a while now all have inculcated it in their lifestyles. Hence it has become a need
rather than just a luxury. And this has changed the basic habit of consumption of
information of human being which is mainly through the internet and digital medium
nowadays. But that doesn’t mean old methods are incapable which were limited to books,
news, magazine, advertisement, etc, Because of that competition between firms has
increases and key fact to stay relevant is to stay updated with technology. Hence major
challenges the organisations are facing with the trend & changed consumer consumption
habits. To address this change many organisations are incorporating the digital technologies
and using various tools and strategies to influence the clients and consumer. Organisations
have started to adapt & to find the balance between traditional marketing and digital
marketing when it comes to marketing to develop the strategies. And allotting a significant
budget for digital marketing so to secure the presence in this highly digital competitive
world (Mirzaei, et al., 2012). This essay points to examine the specified changes by assessing
whether digital marketing has replaced conventional marketing in strategy development.
With the help of marketing concepts and the support of case findings.
MARKETING
(Farrell & Pride, 2010) in their book defines marketing as the process of creating,
distributing, promoting and pricing goods, services and ideas to facilitate satisfying
exchange relationship with the customer and develop and maintain favourable relationship
with the stakeholder in a dynamic environment. The core being marketing, now it is now
being classified on the basis of an approach like traditional, digital, social, etc. considering
these revolution organizations are trying to adapt and be flexible & build a strong
relationship among the parties involved i.e. Stakeholders.
DIGITAL MARKETING
Digital marketing uses information and communication technology for the purpose of
marketing. In today's connected world marketing has become more targeted. Example of
digital marketing includes use of website, social media, application, YouTube videos &
banner ads. Usually, digital marketing is correlated with inbound marketing i.e., customers
are supposed to reach out. There are two types of strategies observed in the case of
organisations using inbound marketing first being they have given permission to customers
to communicate with them via the channel. And the dedication to listening & resolving the
problem of the consumer via the internet. In order to build a long-lasting association with
the customer hence channels are used by many organisation. Periodic strengthening of
organisations webpage and inline effective content for consumer needs and information.
And the development of tools to help the consumer who is already searching for something
on the organisation's website (Boppre, 2017) and help to reach there via search engine
optimization.
4. 4
Following are some example of organisations which are implementing digital marketing in
their strategy development. Airbnb is one of them. It started from a small start-up & over
the years grown to such a level where it is called a market disruptor because aggressive
marketing strategies & market entries and their presence is on the internet only hence
marketing is through digital medium i.e., Application and website. Here are four digital
marketing they have used in their strategy development. Monitor your communities
attentively, Make sure customers know exactly what they're getting, Test, test, and test
some more, Tackle an archaic industry head-on. Each and every one of the strategy is digital
marketing based. On top of that, they are partnering with another firm, small businesses to
develop product packages as per customer need and flexibility with just an app interface.
Search engine optimization (SEO) has played a big role in this. (Cui, et al., 2018).
Entertainment movies and music together have seen a paradigm shift along the way as the
technology progressed. In case of movies from records to VCR then to DVDs finally to
Digital streaming e.g., Netflix. Similarly in the case of music industry records to cassettes
then to CDs and finally digital streaming e.g. Spotify. This was anticipated given the changing
habits of the consumer with the latest technology (Simone de Bruin, 2017). This proves
successful strategies should be based on four P's of marketing if there is a revision in any
one of those strategies are to be updated to have a competitive advantage amongst the
competitors. Netflix from start they were confident about the product but they slowly
evolved with better strategies which were based on Segmentation, targeting, positioning in
the market. Some strategies used by Netflix are The simplicity of User Interface, Content is
king, BCG Matrix, Distribution strategy, Brand equity in the Market, Competitive Analysis,
Market analysis, Customer analysis, Promotion Mix. And the most benefited strategy of
Netflix is the Netflix originals (Bhasin, 2019).
Walmart and Amazon operate in a discount retail segment they are differentiated by the
platform they are on. Walmart has megastores and Amazon is totally internet based retail
store. Walmart has played a key role in organisations success with keeping a strong digital
footprint to keep up with competitors like Amazon. And aggressive expansion of Walmart in
other countries like in India is through acquisition of amazons direct competitor i.e., Flipkart
in 2018 (Michael Browne, 2018) this is a digital marketing move for a new market where
they didn't use to hold a share now they hold a significant share and now they are planning
to open their discounted retail chains in India. These kinds of strategy implementation with
innovative products through digital marketing help organisations achieve their long term
goals. This Example shows that incorporation of digital marketing in strategic development
has played a big role here to achieve the success that they have achieved.
TRADITIONAL MARKETING
Traditional methods of marketing have many facets It typically consists of advertising &
publicising through posters, newspapers, magazines, telephone books, billboards and
brochures. and broadcasting commercials on TV, radio except for digital promotions. The
commonly overlooked facet of traditional marketing is business through a referral or a
network or relationship-based marketing. (Dave Lavinsky, 2013).
The best example of traditional marketing is Tupperware. Tupperware produces
kitchenware products. The 4p's of marketing, in this case, are quality products at the least
possible price, more dominant in India, Indonesia and Germany, the target population is
5. 5
mainly the middle-income earners, for promotion Tupperware prefers direct selling over
retail strategy. Rick Goings CEO structured the promotional strategy in such a way that
empowering women and educating then to sell Tupperware products to translate into
earning but the thought behind that was if it comes from a woman the target audience
mainly women are going to get convinced (Jenna Goudreau, 2011).
Whereas Industrial technological firms like Sulzer Chemtech which are mainly in pumps,
columns, column internals, etc and now they are moving into engineering services. For such
organisations, traditional marketing is the more suitable way because the target audience is
very limited and specific and hence they prefer doing it that way and we're investing capital
in driving the strategies through old methods i.e. through magazines, books,
advertisements, etc but nowadays they are also investing significant capital in the digital
marketing. Sulzer Chemtech CEO (Gregoire Poux-Guillaume, 2107) states ‘our digital
transformation is first and foremost an enabler towards our main goal: to achieve industrial
agility. To compete in a world where change is the only constant.’ Is the same an
organisation who was in full capacity was using traditional marketing in its approach but
considering the move to achieve industry 4.0 they are incorporating digital marketing
strategies as well. This example shows that for some technology organisations it is suitable
to go digital and incorporate digital marketing in their strategy development but for some
organisations their whole consumer base is depended on it so it must for them to stick to
the traditional marketing strategy and incorporate some aspects of digital marketing which
is a demand in some cases.
MARKETING STRATEGY
One of the success factors behind long term goals is nothing but an organisations marketing
strategy. It helps them differentiate their products and services from their competitors and
allow them to have a competitive advantage. Marketing strategy of any organisation is a
comprehensive plan which is a combination of all its marketing goal. A good marketing
strategy results in profitability potential and sustainability of business if it is drawn from
market research and product mix (Anon., no date). Hence organisations now have to be
alert and flexible in order to keep up in this evolving digital marketing environment.
TO WHAT EXTENT ORGANISATIONS ARE INCORPORATING OF DIGITAL
MARKETING INTO STRATEGY DEVELOPMENT
Strategy development for digital marketing can be divided into 3 parts. Part one can be
further broken down into the introduction of digital marketing after that online market
place analysis i.e. microanalysis and internet macro environment with SWOT analysis. Part 2
can be further divided into developing the digital marketing strategy using internet &
marketing mix & relationship marketing using the digital platform as a basis and inputs from
a macro, micro & swot analysis. Part3 can be further classified into delivering the online
customer experience i.e. implementation and practice with the help of campaign planning
for digital media, Marketing communication using digital media channels, Evaluation and
improvement of digital channel performance. (Chaffey & Chadwick, 2019).The organisations
which are opting for digital marketing for strategy development generally opt for a same
framework this framework identifies the micro and macro factor there interdependence &
6. 6
identifies strength weakness opportunity and threat with respect to the marketing mix in
accordance with the digital platform and last but not the least takes into consideration
online market place & the stakeholder experience. The example of Airbnb mentioned above
of digital marketing is proof of that. Organisations which are opting for digital marketing are
incorporate digital marketing in their strategy development to enhance their performance.
Just like Airbnb other organisations also have identified and structured their strategies
incorporating digital marketing to differentiate themselves from the competitors and
market out their product successfully.
DIGITAL MARKETING & TRADITIONAL MARKETING APPROACH ADVANTAGES
AND DISADVANTAGES
Depending upon the organisation and what kind of field they operate in depending on that
they have their product portfolio, pricing, promotion, market place and based on the target
consumer they have their marketing preferences. Organisation chose to go ahead with the
approach. In today’s scenario, digital marketing is a requirement hence people take this
approach as a required one and chose to keep the traditional marketing approach alongside
or not. Because small businesses initially spending a lot of capital on traditional marketing
but now that they have an alternative of digital marketing which will give them a push
towards a larger audience as well as cost them comparatively low. Whereas the large
organisation don't hesitate to spend capital on traditional approaches because in their case
they will not want to fall back on many fronts. But there are some organisation which have
accepted totally digital marketing in their strategy development and don’t feel a need to go
for or opt for traditional marketing methodology
Traditional marketing approach depends on strategic segmentation & Targeting, Brand
positioning and differentiation, tactical marketing mix which is the product, price, place
promotion & self-selling approach and value-creating services and process. All these factors
are responsible for the development of a strategy. Traditional marketing is out there for a
long time it has its advantages and they are a broad reach, creative possibility, high
intrusion value, rich shopping experience. Whereas disadvantages of traditional marketing
are high cost, long lead time, short exposure time, short exposure time, low flexibility. But
given proper motivation traditional marketing can be bent to customers requirement (Raval,
et al., 2014).
On the other hand, Digital marketing approach depends on connected marketing approach,
customer community confirmation, brand clarification of character and codification,
connected marketing mix which is Co-creation, currency, communal activation, conversation
& commercialisation and collaborative customer care. Digital marketing can be bend to
customer requirements. When digital marketing is concerned it also has its advantages and
they are low cost, short lead time, high market segmentation, interactive, high flexibility,
content architecture, clarity of product presentation, order placement, delivery of products
whereas disadvantages of digital marketing approach is low intrusion value, high clutter,
high retain interest (Raval, et al., 2014)
When Traditional marketing approach is compared with digital marketing approach it is
seen that factor may look the same but are actually very different and this shows that
because of this digital marketing is not supposed to replace traditional marketing (Kotler, et
7. 7
al., 2017). Instead, the two can co-exist and this coexistence relationship is commonly
observed. Most of the organisations having co extensional marketing.
DIFFERENCE BETWEEN OMNICHANNEL AND MULTICHANNEL
Omnichannel marketing centres on conveying a steady, personalized involvement for
customers over all channels and gadgets. The directing guideline of omnichannel marketing
is that it’s consumer-based, not channel-based. The aim is to form customer involvement as
simple as conceivable, which implies steady engagement no matter where or how a customer
is a collaboration with you (Michelle Pruett, 2017). Organisations which focuses on the
consumer experience have an omnichannel strategy. (Anon., 2018)
Whereas multichannel marketing ranges a few distinctive channels, like social, portable,
coordinate mail, and a physical area. Each channel is partitioned and autonomous from the
others and works in a vacuum, each with its possess technique and objectives. The need for
integration from a multichannel approach can make a befuddling and generic involvement
that frequently clears out customers feeling disappointed (Michelle Pruett, 2017).
Organisations which focuses on each channel have a multichannel strategy. (Anon., 2018)
CONCLUSION
Each and everything an organisation does to attract and place its product or services in the
hands of potential customers is marketing. Nowadays the way people interact with each
other have changed, ultimately there is a revision in their preferences this has affected the
way people do business. Marketing preferences have changed because of a more connected
world and technology-rich environment. It becomes easy for a business to form digital
marketing strategies considering its advantages over traditional marketing but that doesn’t
mean that digital marketing is replacing traditional marketing because traditional marketing
is the foundation of marketing and digital marketing social marketing are an extension of
marketing. Fully replacing traditional marketing is not possible in every market considering
the 4 P's of marketing and how they behave in the respective market. High probability of
this happening is in small businesses and technology organisations. Where the most suitable
option to go with is digital marketing considering the approach with which they like to go in
the market. Wherein the organisation finds the traditional methodology approach suitable
which is proven a success for them chose to go with it. Since the success factors are the only
factor they need to have before preparing strategies.
Traditional marketing methods do not contradict the digital marketing efforts. The two
don't work in prohibition from each other. Hence many firms like Sulzer are opting for the
digital approach but keeping the parts of the traditional approach are intact. This combined
strategy is suitable in most of the organisation who are planning to go for a combined
approach. Which will helps them keeps updated with the technology as well as keeping the
current processes and opportunities undisturbed along the way.
But today global environment has opened up the customer to a lot of exposure and hence
the power lies in his hand. hence for strategy development, an omnichannel strategy is a
good option rather than traditional marketing or digital marketing or a mix of both.
Omnichannel is a consumer-centric approach featuring a holistic experience customer
8. 8
journey of a transaction should be frictionless and painless. Whereas Omnichannel
management focuses on "synergistic management of the numerous available channels and
customer touchpoints, in such a way that the customer experience across channels and the
performance over channels are optimized" (Payne, et al., 2017). This approach helps tailor
the strategy with respect to the target customers and organisation will be at higher chances
of success with it. Because at the end of the day success is measured in terms of customer
base rather than what approach used to develop the strategy.
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