The document discusses key aspects of marketing including defining marketing, outlining the marketing process, and identifying elements of a customer-driven marketing strategy. It also summarizes strategies for creating customer value and capturing value in return through customer relationship management. Major trends changing the marketing landscape are new technologies that allow customized products/services, global competition, greater focus on ethics and societal impact, and expanded use of marketing in non-profit organizations.
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
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.
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
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
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.
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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
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.
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.
How to Run Landing Page Tests On and Off Paid Social Platforms
Principles of marketing chapter 1 theory
1. CHAPTER 1
Marketing: Creating and capturing customer value
Question 1:Define marketing and outline the steps in the marketing process?
Ans: Marketing is the process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return.
The marketing process involves five steps. The first four steps create value for customer.
First steps, marketers need to understand the market place and customer needs and wants.
Second steps, markets designs a customer –driven marketing strategy with the goal of
getting, keeping, and growing target customers.
Third steps, marketers construct a marketing program that actually delivers superior value.
Fourth steps, building profitable customer relationships and creating customer delight.
Final steps, the company reaps the rewards of strong customer relationships by capturing
value from customers.
Question 2: Identify the key elements of a customer-driven marketing strategy and discuss
the marketing management orientations that guide marketing strategy?
Ans: To design a winning marketing strategy , the company must first decide who it will
serve.It does this by dividing the market into segments of customers (market
segmentation)and selecting which segments it will cultivate(target marketing).Next, the
company must decide how it will serve targeted customers.
Marketing management can adopt one of five competing market orientations.
1.The production concept: The production concept holds that consumers will favor product
that are available and highy affordable.Therefore, management should force on improving
production and distribution efficiency.
2.The product concept: The product concept holds that managements task is to improve
production efficiency and bring down price.The product concept holds that consumers favor
products that offer the most in quality, performance, and innovative features.
3.The selling concept: The selling concept holds that consumers will not buy enough of the
organizations product unless it under takes a large scale selling and promotion effort.
2. 4.The marketing concept: The marketing concept holds that achieving organizational goal
depends on determining the needs and wants of target markets and delivering the desired
satisfactions more effectively and efficiently then competitors do.
5.The societal concept: The societal concept holds that generating customer satisfaction and
long run societal well being are the to both achieving the companys goal and fulfilling its
responsibilities.
Question 3:Discusses Customer Relationship Management And Identify Strategies For
Creating Value For Customers And Capturing Value From Customer In Return.
Ans.Customer relationship management (CRM) is the most important concept of modern
marketing. Customer relationship management is the process of building and maintaining
profitable customer relationships by delivering superior customer value and satisfaction. The aim
of customer relationship management is to produce high customer equity the total combined
customer lifetime values of all of the company’s customers. The key to building lasting
relationships is the creation of superior customer satisfaction and value.
Companies want not only to acquire profitable customers but also to build relationships that will
keep them and grow share of customers. Different types of customers require different customer
relationship management strategies. The marketers aim is to build the right relationships to the
right customers. In return for creating captures value from customers in the form of profits and
customer equity.
In building customer relationships good marketer realize that they cannot go it alone. They must
work closely with marketing partners inside and outside the company.
Question 4:Briefly Discuss About Customer Value And Satisfaction.
Ans.The overall process of building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction.
Customer value means the difference between what a customer gets from a product and what he
or she has to give in order to get it. The customer’s evaluation of the difference between all the
benefits and all the costs of a marketing offer relative to those of competing offers.
3. Customers often do not judge product values and costs accurately or objectively.For example,
FedEx customers gain a number of benefits. The most obvious is fast and reliable package
delivery.They will select the service that gives them the greatest perceived value.
Customer satisfaction is the degree of satisfaction provided by the goods or services of a
company as measured by the number of repeat customers. Outstanding marketing companies go
out of their way to keep important customers satisfied. Highly satisfied customers make repeat
purchases and tell others about their good experience with the product.
Question 5: What Do You Mean By Partner Relationship Management?
Ans: Working closely with partners in other company departments and outside the company to
jointly bring greater value to customers.In addition to being good at customer relationship
management ,marketers must also be good at partnership management.
Changes are occurring in how marketers partner with others inside and outside the company
jointly bring more value to customers.
Traditionally ,marketers have been charged with understanding customers and representing
customers’ needs to different company departments. The old thinking was that marketing is done
only bymarketing ,sales and customers support people. However ,intoday’s more connected
world. Every functional area can interact with customers. The new thinking is that every
employee must be customer focused.
Changes are also occurring in how markerters connect with their suppliers,channel partners and
even competitors. Most companies today are networked companies, relying heavily on
partnerships with other firms. Supply chain management many companies today are
strengthening their connections with partners all along the supply chain. The supply chain
describes a longer channel. Success at building customer relationships also rests on how well
their entire supply chain performs against competitors supply chain .On the other hand it
works with its franchise dealers to provide top grade sales and service support that will bring
customer s in the door and keep them coming back.
4. Question 6: What is share of customer & customer equity? Briefly discuss about this.
Ans: Share of customer:
The portion of the customer’s purchasing that a company gets in its
product categories is called share of customer. Many marketers are now spending less time
figuring out how to increase share of market and more time trying to grow share of customer. To
increase share of customer, firms can leverage customer relationships by offering greater variety
to current customers. Or they can train employees to cross-sell and up-sell in order to market
more products and services to existing customers. For example, Amazon.com is highly skilled at
leveraging relationships with its 35 million customers to increase its share of each customer’s
purchases. Originally an online bookseller, Amazon now offers customers music, videos, gifts,
toys, consumer electronics, office products, home improvement items, lawn and garden products,
apparel and accessories, and an online auction. In addition, based on each customer’s purchase
history, the company recommends related books, CDs, or videos that might be of interest. In this
way, Amazon.com captures a greater share of each customer’s leisure and entertainment budget.
Customer equity:
The total combined customer lifetime values of all the company’s current and
potential customers. The more loyal the firm’s profitable customers, the higher the firm’s equity.
Customer equity may be a better measure of a firm’s performance than current sales or market
share. Sales and market share reflect the past, customer equity suggests the future. To increase
customer lifetime value and customer equity, Cadillac’s highly break through ads target a
younger generation of customers.
Question 7: Describe the characteristics of different types of customer relationship
groups that build the right relationships with the right customers.
Ans: The Company can classify customers according to their potential profitability and manage
its relationships with them accordingly. Customers can be classified into four relationship
groups, according to their profitability and projected loyalty. Each group requires a different
relationship management strategy. They are-
5. “Strangers” show low profitability and little projected loyalty. There is little fit between the
company’s offerings and their needs. The relationship management strategy for these customers
is simple: don’t invest anything in them.
“Butterflies” are profitable but not loyal. There is a good fit between the company’s offerings
and their needs. Like butterflies, we can enjoy them for only a short while and then they are
gone.
“True friends” are both profitable and loyal. There is a strong fit between their needs and the
company’s offerings. The firm wants to make continuous relationship investments to delight
these customers and nurture, retain and grow them. It wants to turn true friends into “true
believers” who come back regularly and tell others about their good experiences with the
company.
“Barnacles” are highly loyal but not profitable. There is a limited fit between their needs and the
company’s offerings. Barnacles are the most problematic customers. If they cannot be made
profitable, they should be fired.
Question 8: Describe the major treads and forces that are changing the marketing
landscape in this new age of relationships.
Ans: As the world spins into the twenty-first century, dramatic changes are occurring in the
marketing arena. The boom in computer, telecommunications, information, transportation, and
other technologies has created exciting new ways to learn about and track customers, and to
create products and services tailored to individual customer needs. In an increasingly smaller
world, many marketers are now connected globally with their customers and marketing partners.
Today, almost every company, large or small, is touched in some way by global competition.
Today’s marketers are also reexamining their ethical and societal responsibilities. Marketers are
being called upon to take greater responsibility for the social and environmental impact of their
actions. Finally, in the past, marketing has been most widely applied in the for-profit business
sector. In recent years, however, marketing also has become a major part of the strategies of
many not-for-profit organizations, such as colleges, hospitals, museums, symphony orchestras,
and even churches.