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
Search Ads 360 is a tool that allows users to centralize, automate, and optimize search marketing campaigns at scale. It includes features like unified reporting, strategic bid optimization, and maximizing retail performance. Users can manage campaigns across multiple search engines and platforms. Search Ads 360 uses machine learning to enhance performance through features like predictive modeling, portfolio bidding, and automated bid strategies. It also allows integration of offline data sources and custom metrics to improve optimization.
The document discusses brand strategy and provides guidance on developing an effective brand strategy. It defines brand strategy as a course of action to differentiate a brand in stakeholders' minds. An effective brand strategy considers elements like targeting, values, proposition, and ensures alignment among these elements for different stakeholders. Developing brand strategy requires understanding that markets are dynamic, competitors will change their strategies, and maintaining flexibility while keeping the core brand values constant.
The document contains a sample question paper for a digital marketing exam. It includes 3 sections - the first with 5 short questions, the second with 3 long-form questions, and the third being a case study on the company Swiggy. The case study details Swiggy's origins, business model, use of digital marketing including social media, and competition in the Indian food delivery market. It concludes with 3 discussion questions about Swiggy's digital marketing strategy and how it can create a successful future business model.
Digital Marketing Nanoedegree - SEO AuditImad Mawlawi
Performed an audit of a website, recommended actions to improve the website's ranking in search engine results, created a target keyword list, evaluated the design, content and the UX of the site, and recommended improvements.
The document discusses go-to-market strategies for startups. It covers designing sales strategies, identifying target customer segments and ideal sales channels. It also discusses various go-to-market methods like direct sales, resellers and systems integrators. A 9-point go-to-market plan framework is provided focusing on target customers, value propositions, partnerships and pricing. Marketing is defined as telling a company's story to attract different stakeholders. Key marketing elements like messaging, branding and demand generation are examined.
The aim behind this presentation is to outline the general aspects of digital marketing. I tried to make it an simple as i could ,so i hope you are gonna enjoy it :)
This document provides a framework and various resources for developing a sales enablement plan, including templates, tools, reports, and training courses to help measure performance, plan strategies, implement initiatives, understand customer needs, research the market, and evaluate effectiveness. It contains over 50 clickable elements that organizations can leverage to empower their sales enablement efforts.
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
Search Ads 360 is a tool that allows users to centralize, automate, and optimize search marketing campaigns at scale. It includes features like unified reporting, strategic bid optimization, and maximizing retail performance. Users can manage campaigns across multiple search engines and platforms. Search Ads 360 uses machine learning to enhance performance through features like predictive modeling, portfolio bidding, and automated bid strategies. It also allows integration of offline data sources and custom metrics to improve optimization.
The document discusses brand strategy and provides guidance on developing an effective brand strategy. It defines brand strategy as a course of action to differentiate a brand in stakeholders' minds. An effective brand strategy considers elements like targeting, values, proposition, and ensures alignment among these elements for different stakeholders. Developing brand strategy requires understanding that markets are dynamic, competitors will change their strategies, and maintaining flexibility while keeping the core brand values constant.
The document contains a sample question paper for a digital marketing exam. It includes 3 sections - the first with 5 short questions, the second with 3 long-form questions, and the third being a case study on the company Swiggy. The case study details Swiggy's origins, business model, use of digital marketing including social media, and competition in the Indian food delivery market. It concludes with 3 discussion questions about Swiggy's digital marketing strategy and how it can create a successful future business model.
Digital Marketing Nanoedegree - SEO AuditImad Mawlawi
Performed an audit of a website, recommended actions to improve the website's ranking in search engine results, created a target keyword list, evaluated the design, content and the UX of the site, and recommended improvements.
The document discusses go-to-market strategies for startups. It covers designing sales strategies, identifying target customer segments and ideal sales channels. It also discusses various go-to-market methods like direct sales, resellers and systems integrators. A 9-point go-to-market plan framework is provided focusing on target customers, value propositions, partnerships and pricing. Marketing is defined as telling a company's story to attract different stakeholders. Key marketing elements like messaging, branding and demand generation are examined.
The aim behind this presentation is to outline the general aspects of digital marketing. I tried to make it an simple as i could ,so i hope you are gonna enjoy it :)
This document provides a framework and various resources for developing a sales enablement plan, including templates, tools, reports, and training courses to help measure performance, plan strategies, implement initiatives, understand customer needs, research the market, and evaluate effectiveness. It contains over 50 clickable elements that organizations can leverage to empower their sales enablement efforts.
The document outlines the key components of an effective message design, including the four P's of personal, powerful, permanent, and performance messages as well as models like the head and heart model. It also discusses factors that affect message design such as objectives, products, customers, and regulations. Finally, it explores different message strategies such as cognitive, affective, and conative strategies as well as brand strategies.
Presentation for the Boca Raton Chamber of Commerce, Small Devices-BIG Business! Forum on August 29, 2014 at Sugar Sand Park - Willow Theater in Boca Raton, FL.
Presented by Jeff Klein, President of Power Play Marketing
Mobile Marketing Topics Include:
Why Mobile?
What is Mobile Marketing?
Mobile Websites
Responsive Websites
Mobile Apps
Geo-Fencing
iBeacons
Text Message Marketing (SMS)
QR Codes
Digital marketing is the process of building and maintaining customer relationships through online channels like websites and social media. It has several key components including website design, search engine optimization (SEO), search engine marketing (SEM), social media marketing, and email marketing. SEO involves on-page and off-page techniques to improve a website's visibility in organic search results. SEM is a form of paid internet marketing where advertisers bid on keywords to display ads on search engine results pages. Social media marketing utilizes social networks as a marketing channel to increase brand exposure. Email marketing allows businesses to directly communicate with customers through targeted email campaigns.
Go On Digitals is one of the top Digital Marketing agencies in India based in Delhi. Run by Vikas Kumar (Digital Marketing Expert). We are a perfect digital marketing agency that discusses and expertly applies all your plan. Also, get here Online Digital Marketing Course with live projects.
The document provides information about Amazon pay-per-click (PPC) advertising. It discusses that Amazon PPC allows advertisers to pay only when shoppers click on their ads. It also provides tips for advertisers on how to control ad spend, launch new products, boost product visibility, and promote seasonal products using Amazon PPC. Additionally, it describes different types of Amazon PPC ad campaigns including sponsored display, sponsored brands, and sponsored products.
Getting the most important section when you present the digital marketing agency company.
With this presentation you can learn how to make the excellence presentation of digital marketing agency.
OMC methods are used by online firms to communicate with consumers and build strong brand expectations. OMC has two purposes: to strengthen the brand by informing consumers about features, and to promote sales by encouraging purchase. Common OMC methods include online advertising, direct email marketing, online catalogs, and public relations.
The document summarizes an AdWords campaign for an Android programming course. It provides details on the campaign approach, objectives, results and recommendations. The campaign had a lifetime budget of $50 and daily budget of $15. Keywords focused on programming and coding for beginners. The campaign resulted in 34 conversions but went over budget at $69.81. While conversion rates were good, spending and CPC were higher than expected. Moving forward, the recommendations are to focus on ads and long-tail keywords, do A/B testing, and improve the landing page.
This document provides a template for developing a brand strategy with sections on understanding the target customer, competitors, developing a unique brand position and promise, and creating an execution strategy to achieve objectives. The template covers topics such as the target market, a SWOT analysis, key competitors, customer traits, what makes the brand different, defining the brand personality and values, developing a positioning statement, unique brand promise, objectives, metrics to measure success, and a branding rollout plan.
The PPC Audit report is a sample of what our clients can expect at the start of any PPC Management campaign effort. We will identify all weak areas of the campaign and we provide a summary of detailed recommendations about what we intend to do to solve these challenges and improve the campaign. Once these recommendations are approved we move quickly to implement them. If you would like a campaign audit conducted by proven PPC experts
Contact us today at (800) 419-8575 or visit our website at
www.mobileseopros.com/ppc-management-services/
Digital marketing - An Emerging Career OptionEduFairLive
This document discusses digital marketing as an emerging career option for those passionate about technology and its impact, who see creativity as a strength, and believe in the potential of the internet. It outlines the growth of internet and digital marketing in India, and types of digital advertising and websites. Career opportunities in digital marketing include SEO, search engine marketing, affiliate marketing, and social media marketing. Companies providing jobs include digital agencies, e-commerce firms, and those with in-house online marketing teams.
This online tutorial provides information about choosing effective keywords for searching online. It explains that keywords should summarize the main topics or ideas, and should be single words or short phrases. The document gives examples of choosing keywords from sample thesis statements and discusses strategies for selecting the most relevant keywords, such as considering synonyms, broader/narrower terms, and combining keywords.
This document discusses mobile marketing. It defines mobile marketing as marketing on mobile devices like smartphones, allowing location-sensitive personalized ads. It outlines the history from SMS to current push notifications and app-based ads. The document then describes how a company called Optimise tracks mobile activities across browsers, apps, and platforms using SDKs and IP matching. It lists the benefits of mobile marketing for advertisers and publishers and some challenges around privacy, security, and spam. Finally, it provides statistics on trends like mobile internet access surpassing desktop and time spent on mobile media exceeding other formats.
Performance Marketing in a digital worldForestView
This document outlines the agenda for a masterclass on performance marketing in a digital world. The masterclass will cover introductions to performance marketing, performance on Facebook and Google, and best practices from across the region. It will include Q&A sessions. The document also provides background information on ForestView, the performance marketing company hosting the event, including their geographical presence and focus on bottom line expertise. Additional slides define performance marketing, outline key performance metrics and optimization techniques, and emphasize the importance of data and continual optimization in performance campaigns.
The document provides an analysis of the SEO performance of Udacity's Digital Marketing Nanodegree program website. It examines the on-site and off-site SEO, including keywords, metadata, backlinks, and page speed. The analysis found issues with missing metadata descriptions and alt text, no indexed pages, and slow page speeds. It provides recommendations to address these issues such as adding unique meta descriptions and alt text, focusing on high-quality backlinks, indexing pages, and optimizing page speed. Implementing these recommendations would help improve the website's SEO and ranking.
Definition of Search Engine Marketing, Search Engine Results Pages (SERP), Pay-Per-Click (PPC), SEM Platforms, Types of SEM Keywords, SEM Targeting, SEM Account Structure, SEM Ad Auction, Ad Rank, Max CPC Bid, Quality Score, CPC
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 ...
This document discusses the results of a survey and interviews about B2B content marketing in 2014. It finds that content marketing is an increasing priority and that lead generation is the primary objective. While most companies have a content marketing strategy, they face challenges of limited budgets, time, and understanding of content marketing. Companies use a mix of in-house and outsourced resources for content creation, distribution, and other elements of their strategies.
The document outlines the key components of an effective message design, including the four P's of personal, powerful, permanent, and performance messages as well as models like the head and heart model. It also discusses factors that affect message design such as objectives, products, customers, and regulations. Finally, it explores different message strategies such as cognitive, affective, and conative strategies as well as brand strategies.
Presentation for the Boca Raton Chamber of Commerce, Small Devices-BIG Business! Forum on August 29, 2014 at Sugar Sand Park - Willow Theater in Boca Raton, FL.
Presented by Jeff Klein, President of Power Play Marketing
Mobile Marketing Topics Include:
Why Mobile?
What is Mobile Marketing?
Mobile Websites
Responsive Websites
Mobile Apps
Geo-Fencing
iBeacons
Text Message Marketing (SMS)
QR Codes
Digital marketing is the process of building and maintaining customer relationships through online channels like websites and social media. It has several key components including website design, search engine optimization (SEO), search engine marketing (SEM), social media marketing, and email marketing. SEO involves on-page and off-page techniques to improve a website's visibility in organic search results. SEM is a form of paid internet marketing where advertisers bid on keywords to display ads on search engine results pages. Social media marketing utilizes social networks as a marketing channel to increase brand exposure. Email marketing allows businesses to directly communicate with customers through targeted email campaigns.
Go On Digitals is one of the top Digital Marketing agencies in India based in Delhi. Run by Vikas Kumar (Digital Marketing Expert). We are a perfect digital marketing agency that discusses and expertly applies all your plan. Also, get here Online Digital Marketing Course with live projects.
The document provides information about Amazon pay-per-click (PPC) advertising. It discusses that Amazon PPC allows advertisers to pay only when shoppers click on their ads. It also provides tips for advertisers on how to control ad spend, launch new products, boost product visibility, and promote seasonal products using Amazon PPC. Additionally, it describes different types of Amazon PPC ad campaigns including sponsored display, sponsored brands, and sponsored products.
Getting the most important section when you present the digital marketing agency company.
With this presentation you can learn how to make the excellence presentation of digital marketing agency.
OMC methods are used by online firms to communicate with consumers and build strong brand expectations. OMC has two purposes: to strengthen the brand by informing consumers about features, and to promote sales by encouraging purchase. Common OMC methods include online advertising, direct email marketing, online catalogs, and public relations.
The document summarizes an AdWords campaign for an Android programming course. It provides details on the campaign approach, objectives, results and recommendations. The campaign had a lifetime budget of $50 and daily budget of $15. Keywords focused on programming and coding for beginners. The campaign resulted in 34 conversions but went over budget at $69.81. While conversion rates were good, spending and CPC were higher than expected. Moving forward, the recommendations are to focus on ads and long-tail keywords, do A/B testing, and improve the landing page.
This document provides a template for developing a brand strategy with sections on understanding the target customer, competitors, developing a unique brand position and promise, and creating an execution strategy to achieve objectives. The template covers topics such as the target market, a SWOT analysis, key competitors, customer traits, what makes the brand different, defining the brand personality and values, developing a positioning statement, unique brand promise, objectives, metrics to measure success, and a branding rollout plan.
The PPC Audit report is a sample of what our clients can expect at the start of any PPC Management campaign effort. We will identify all weak areas of the campaign and we provide a summary of detailed recommendations about what we intend to do to solve these challenges and improve the campaign. Once these recommendations are approved we move quickly to implement them. If you would like a campaign audit conducted by proven PPC experts
Contact us today at (800) 419-8575 or visit our website at
www.mobileseopros.com/ppc-management-services/
Digital marketing - An Emerging Career OptionEduFairLive
This document discusses digital marketing as an emerging career option for those passionate about technology and its impact, who see creativity as a strength, and believe in the potential of the internet. It outlines the growth of internet and digital marketing in India, and types of digital advertising and websites. Career opportunities in digital marketing include SEO, search engine marketing, affiliate marketing, and social media marketing. Companies providing jobs include digital agencies, e-commerce firms, and those with in-house online marketing teams.
This online tutorial provides information about choosing effective keywords for searching online. It explains that keywords should summarize the main topics or ideas, and should be single words or short phrases. The document gives examples of choosing keywords from sample thesis statements and discusses strategies for selecting the most relevant keywords, such as considering synonyms, broader/narrower terms, and combining keywords.
This document discusses mobile marketing. It defines mobile marketing as marketing on mobile devices like smartphones, allowing location-sensitive personalized ads. It outlines the history from SMS to current push notifications and app-based ads. The document then describes how a company called Optimise tracks mobile activities across browsers, apps, and platforms using SDKs and IP matching. It lists the benefits of mobile marketing for advertisers and publishers and some challenges around privacy, security, and spam. Finally, it provides statistics on trends like mobile internet access surpassing desktop and time spent on mobile media exceeding other formats.
Performance Marketing in a digital worldForestView
This document outlines the agenda for a masterclass on performance marketing in a digital world. The masterclass will cover introductions to performance marketing, performance on Facebook and Google, and best practices from across the region. It will include Q&A sessions. The document also provides background information on ForestView, the performance marketing company hosting the event, including their geographical presence and focus on bottom line expertise. Additional slides define performance marketing, outline key performance metrics and optimization techniques, and emphasize the importance of data and continual optimization in performance campaigns.
The document provides an analysis of the SEO performance of Udacity's Digital Marketing Nanodegree program website. It examines the on-site and off-site SEO, including keywords, metadata, backlinks, and page speed. The analysis found issues with missing metadata descriptions and alt text, no indexed pages, and slow page speeds. It provides recommendations to address these issues such as adding unique meta descriptions and alt text, focusing on high-quality backlinks, indexing pages, and optimizing page speed. Implementing these recommendations would help improve the website's SEO and ranking.
Definition of Search Engine Marketing, Search Engine Results Pages (SERP), Pay-Per-Click (PPC), SEM Platforms, Types of SEM Keywords, SEM Targeting, SEM Account Structure, SEM Ad Auction, Ad Rank, Max CPC Bid, Quality Score, CPC
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 ...
This document discusses the results of a survey and interviews about B2B content marketing in 2014. It finds that content marketing is an increasing priority and that lead generation is the primary objective. While most companies have a content marketing strategy, they face challenges of limited budgets, time, and understanding of content marketing. Companies use a mix of in-house and outsourced resources for content creation, distribution, and other elements of their strategies.
The document discusses the importance of digital marketing for startups. It explains that digital marketing channels like SEO, social media marketing, email marketing, and content marketing can help startups promote their brand with a limited budget. The document provides examples of startups like Uber, Paytm, Byju's, Flyrobe, and Fresh Menu that have successfully used digital marketing strategies. It recommends that startups develop a digital marketing plan, identify prospects, maintain an online presence, and engage on social media through consistent, targeted content in order to boost brand awareness.
Paper Presentation "Opportunities & Challenges For New Outlook In Global Work...Sonali Srivastava
This research examines the opportunities and challenges of new ideas in global marketing and business brought about by evolving technology. Traditionally, global business required crossing national boundaries, but technology now allows businesses to operate globally from a single computer. While technology has increased opportunities through remote work and expanded markets, it also poses challenges for companies in managing large customer databases and adapting to rapid changes. The future of marketing will rely heavily on technology, data collection, and personalized multi-channel campaigns tailored to individual customers. Marketers must master multiple promotion methods and new media to effectively balance cross-channel interactions and measurements.
Sales promotion is a tool used in integrated marketing communications to boost sales and attract new customers. It allows companies to temporarily lower prices to gain customers without incurring losses. Sales promotions influence trade and consumer behavior by increasing customer numbers, sales, attracting new customers, and rewarding loyal ones.
DIGITAL MEDIA MARKETING IN INDIA Ajay 27-05-23 (1).pdfPrinceVerma938105
This document is a research project report submitted by Ajay Maheshwari for their Master's degree. It discusses digital marketing in India. The report includes a student declaration, certificate from the supervisor Dr. Arunima, acknowledgements, an executive summary that outlines digital marketing techniques like SEO, SMO, and their effects. It also provides an introduction to the company Brand Show Digital Solutions and discusses their vision, mission, services, SWOT analysis and objectives for digital marketing in India. The future of digital marketing in India is outlined as strong with cost effectiveness, instant response and flexibility driving its growth.
The document discusses the relationship between marketing and various other functional areas within a business, including human resources, research and development, finance, and systems. It explains how marketing can collaborate with and support the goals of these other departments. For human resources, marketing techniques can be used to attract, motivate, and communicate with employees. For research and development, marketing helps ensure new products and services meet customer needs and drive innovation. Finance provides the resources for marketing activities and sets sales targets. Systems like social media and mobile apps now play a key role in integrated marketing communications.
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.
Digital marketing involves promoting businesses using various online channels like the internet, mobile devices, television and radio. It focuses on strategies like search engine optimization, social media marketing, content marketing and lead generation. The digital marketing ecosystem consists of integrated channels like search engines, displays, social media and email, as well as integrated services like analytics, content management and digital strategy. Future trends in digital marketing include a focus on identity, entertainment and mobility as people increasingly access information on mobile devices.
The document discusses the concepts of marketing and the marketing process. It defines marketing as putting the right product in the right place at the right time and at the right price. The marketing process aims to understand customer needs and provide value. It involves understanding the marketplace, competitors, and engaging in marketing research and planning. The purposes of marketing include helping businesses achieve their goals by connecting with customers and providing them choice.
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The document discusses the latest trends in marketing for 2022 and beyond. Some of the key trends highlighted include the rise of direct-to-consumer ecommerce, live content, influencer marketing, metaverse marketing, short-form videos, conversational marketing using chatbots and voice assistants, highly personalized content, experiential marketing creating brand experiences, influencer marketing using social media influencers, continued digital transformation of marketing strategies, programmatic advertising, use of artificial intelligence for tasks like content creation, push notifications on mobile phones, revitalization of direct mail marketing, guerilla marketing using unconventional promotion methods, and expanded digital marketing across websites, apps, and social media.
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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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