Marketing Mini-book

Sales VS Marketing
Sales

Sales Process
Sales Funnel
4Ts of Sales

Target
Tactics

Target is all about keeping a steady focus on the audience and Tactics are the mix of various programs and media used to
knowing exactly whom to reach with marketing. It believes 100 reach the target audience. While a blend of programs is
percent that target prospects' behavior, needs and goals should essential to penetrate broadly and deeply into the target
drive the decisions on how to market, communicate and work with market, online marketing is the most important strategy for
them. companies in the industrial sector today. Through online lead
capture mechanisms (e.g. registration landing pages),
companies can ask questions and collect data that allows them
to segment their audience into different lead types: those that
Transact
are immediately ready to buy and those that require more
information and nurturing. This will help to more
This key fundamental is the bridge to create between prospects appropriately communicate with them when the time comes.
and the organization and how to begin building the relationship
that will result in a sale. Transact refers to opening a two-way line
Track
of communication with customers and prospects based on the
nature of the inquiry. A combination of smart direct marketing
and the involvement of the salespeople to follow up is the key. A
With businesses demanding more accountability from
good working relationship between marketing and sales is critical
marketing, few marketers can justify a program whose
to successful management of leads from the point they are
effectiveness is difficult to measure. This does not require
identified through the entire sales
sophisticated CRM systems to get started. A simple
cycle.
spreadsheet will do, as long as it takes the time to track.
Brand

Definition Terminologies

• A brand sets a company’s products apart from

competition
• It is the perception of the product in the minds of
consumers
• It is the company’s definition of what they have to offer
• It has a personality and refers to the promise that the
company makes to their customers

Products VS Brands Brand Personality

Brand VS Line Extension

• Brand extension refers to the expansion of the brand itself into new territories
or markets. Mostly it refers to new product launch under the same brand
name.Eg classmate notebook, Classmate pen
• Line extension on the other hand refers to the expansion of an existing
product line. Eg- Diet Coke, Coke
Keller’s Model of Brand Equity

1.Start with your brand identity

The biggest question to answer here is “Who are you?”.

Brand salience, or awareness, refers to how you are
perceived by your customers. What do they think about
your brand, and is that thinking even accurate?

2.Understand and communicate the meaning of your

brand

Performance indicates how well your product satisfies the 4.Understand the relationship you’ve
needs of your customers. Does the product do as you built with your customers
3.What sort of response does your brand evoke from
advertise? Does it live up to the hype and get the job customers?
done?To provide clarity, Keller’s model breaks down
performance into 5 specific key performance indicator There is a reason resonance sits atop Keller’s
categories. pyramid. It’s, more often than not, the most
● Primary characteristics and features Look, we may not want to admit it but we are difficult level for a brand to reach.Brand
● Product reliability, durability and serviceability ALWAYS judging. Humans are constantly making resonance is how a customer identifies
● Service effectiveness, efficiency and empathy assumptions based on what they observe. If themselves with the brand. This is the strong,
● Style and design someone drives past in a nice sports car, you’d lasting relationship your brand hopes to build
● Price assume they make good money. If you see someone with each and every customer you gain along
Imagery refers to your brand’s social currency. How does decked out in Nike apparel you might assume they your business journey. The idea is that your
your brand appear to customers/potential customers and are an athlete or an avid sports fan.What do people brand resonates with customers so much that
how will they talk about you? Be careful with how you associate with your brand? How is perceived by the not only do they keep coming back, but they
construct your messaging, where you target it, and how it customer and how does it make them feel? become your brand’s advocates.Loyalty
is perceived. programs, customer engagement via the
internet and social media platforms, building
emotional connections are great tactics that
can be implemented to assist in building
resonance.
Types of Customers

Based on engagement Based on consumer behaviour

Market Potential
GTM Menu

B2B B2C2B
B2C

This is the classic enterprise model. One

An excellent example of this is DevOps tools, and
business sells to another business. There are This is the classic consumer model. Usually this is the idea is that a business offers tools to an
many details and permutations here which
driven by direct-to-consumer marketing and ideally individual. That individual can use those tools in
can span the marketing and sales funnel,
some virality/network single player mode (just like B2C), but where this
land-and-expand, and various pricing
effects. The beauty of this model is that consumers tend to gets much more interesting is when that individual
models. The sales here involve stakeholder
adopt things quickly, but they also disappear quickly and is using those tools for their work as part of an
alignment inside the business customer and
are not reliable customers like enterprises. In the enterprise. As a result, the pricing leverage and
are typically grown through incremental
software space, Spotify and Netflix are B2C, and direct to stickiness with enterprises is much higher than for
gains in sales efficiency and larger scale
consumer / vertically integrated ecommerce like Casper just that individual. If you add intra-company
operations. It may also involve several team
and Warby Parker are another example. network effects and large scale productivity gains,
members on the seller side of the transaction.
the pricing leverage grows exponentially. The
The marketing and sales motion is a well-
reason this GTM is so powerful is that you access
oiled machine in many cases and can grow to C2B2B
the relative volatility of a consumer (quick
massive scale. Typically overall customer
This model allows consumers to monetize their actions adoption), but ultimately aim towards the high
acquisition efficiency deteriorates at massive
and/or data in order to earn money from B2 by using B1’s value consistency of an enterprise customer. The
scale, but if the customer list and ARR
platform (who will take a cut as well). Once there is critical broader product-led-growth trend is a play on this
compounds, then this works just fine.
mass of both consumers and B2s, the affiliate network has GTM model. Examples are Sourcegraph,
Workday, ServiceNow, and Salesforce are
great leverage on the end businesses and becomes a no- Monday.com.
all great examples.
brainer for consumers. Ebates, The Streamable and Honey
are examples.
B2B2C D2C VS B2C

B2B2B
Now we start to get into some of the more interesting
stakeholder alignment opportunities. This model typically Building a platform that allows businesses to transact in both D2C means the product reaches
has one business using another business as a channel to directions can create a very powerful network effect across the consumer directly via digital
reach the end customer to whom they deliver the ultimate enterprise customers. A great example is Bill.com. An enterprise can channels without a middle
value. If B1 can align with B2, they can quickly access all manage their payments to vendors through Bill.com, who in turn distribution channel. B2C also
of B2’s customers, acquiring a chunk of consumers at a has the vendors sign into their platform and create accounts. That
time, supplementing an existing offering and leveraging gets goods to the customer, but —
vendor can now invoice/bill their future customers through the
existing brand equity. It removes some of the volatility same platform. This model has to be carefully curated with excellent obviously — it's not a direct
challenges of the pure B2C model for B1, but can be a risk product execution because the relatively long adoption cycles of route. Retailers or wholesalers
long term if B1 can’t develop a relationship with the end enterprise, but when it works it is extremely powerful and creates a might be parts of the equation.
consumer. An example is United Airlines selling Hertz flywheel effect.
rental cars when you book a flight. Another example in
software is any platform with an app store (Wix, Airtable,
Shopify, etc.).
STP| Segmentation , Targeting & Positioning

• The STP model is useful when creating marketing communications

plans since it helps marketers to prioritize propositions and then
develop and deliver personalized and relevant messages to engage
with different audiences. The three-step funnel consists of market
segmentation, market targeting, and product positioning.
• Segmentation targeting positioning marketing is
a core concept in modern-day marketing. Without it, marketing
campaigns would be generic, have little to no personalization, and
overall would not be able to convert at a level most businesses
would deem effective.

Segmentation
Types of Segmentation

• Segmentation is a practice that seeks out pieces of the total market that contain
customers with identifiable characteristics, as defined by income, age, personal The first step of the STP marketing model is the segmentation stage. The
interests, ethnic background, special needs, and so forth. main goal here is to create various customer segments based on specific
• The point of segmentation is to break a mass market into submarkets of criteria and traits that you choose. The four main types of audience
customers who have common needs. segmentation include: Geographic segmentation: Diving your
audience based on country, region, state, province, etc.
Why do we need segmentation?
Demographic segmentation: Dividing your audience based on
• Not all individuals have similar needs. Individuals have different needs based age, gender, education level, occupation, gender, etc.
on various factors which define them or their lifestyle like needs of men, women Behavioral segmentation: Dividing your audience based on how they
and kids differ from each other completely, or the needs of married individuals interact
with your business: What they buy, how often they buy, what they browse,
would differ from bachelors or needs of people from different countries will be
etc. Psychographic segmentation: Dividing your audience based on
different, when they are to be satisfied using various products and services.
“who” your potential customer is: Lifestyle, hobbies, activities, opinions,
• Identifying these segments makes it possible to do two things: (1) create goods
etc.
and services that are better tailored to the needs of specific customers and (2)
focus
marketing resources more efficiently
STP| Segmentation , Targeting & Positioning

Targeting Steps Involved in Targeting

• The segments that fit into the company objective that can be serviced are
Your main goal here is to look at the segments you have created before and determine
identified & targeted.
which of those segments are most likely to generate desired conversions (depending on
• Firm can sell one product to several segments with product specialization.
your marketing campaign, those can range from product sales to micro conversions like
• Firm focus on serving many needs of a specific customer segment with market
email signups).
specialization.
Your ideal segment is one that is actively growing, has high profitability, and has a low
cost of acquisition:
Size: Consider how large your segment is as well as its future growth potential.
Profitability: Consider which of your segments are willing to spend the most money
on your product or service. Determine the lifetime value of customers in each segment
and compare. Reachability: Consider how easy or difficult it will be for you to reach
each segment with your marketing efforts. Consider customer acquisition costs (CACs)
for each segment. Higher CAC means lower profitability.

Positioning

The goal of positioning is to connect with the audience on a personal level and, possibly
more importantly, set yourself apart from the competition.
Before getting onto the three important factors of positioning, it’s important to note the
communication part. Every positioning is done through some content that should
resonate with the audience. Using buyer persona or, at the least, analyzing the reasons
and feedback provided by customers will let you craft more enticing communication.
When only positioning is taken into account, however, there are three important factors
to be considered:
Symbolic positioning: Also known as lifestyle positioning. You can figure out symbolic
positioning by asking what kind of image is being projected. A great example of powerful
symbolic positioning were the “Marlboro man” commercial used several decades ago.
Functional positioning: What particular problems your products or services solve
and how they make their lives easier.
Experiential positioning: What experience and emotions your products and service
provided to customers.
5Cs of Marketing

• The 5 C’s of marketing is a situation analysis framework for helping you determine the
strengths and weaknesses of your brand, relative to the field in which you operate. As a
good guideline for marketing strategies, this mnemonic consists of five terms, and it
typically includes company, customers, competitors, collaborators and
climate.
• A 5C analysis, alongside other widely used business tools like the SWOT analysis
(strengths, weaknesses, opportunities and threats), serves as a method for helping
professionals make
decisions and construct actionable marketing strategies

Company

• When analyzing a company using the 5C marketing framework, the key issue is to
identify the Sustainable Competitive Advantage that belongs to the focal company. It can
be in the form of brand equity, economies of scale, technological development, etc.
• Some key elements include: Brand image, Competitive advantages, Goals, , Products

Customers Competitors

• The group of potential customers a company can reach with its products or services can
Competition can be found in the form of other companies operating in the
be broken down into three main sizes: Total Available Market, Serviceable Available
same industry as the focal company. To determine the industry, industry
Market, and the Serviceable Obtainable Market. The market segments may be further
classification systems such as the North American Industry Classification
segmented through demographics, psychographics, geography, and other
System exist to provide a standardized method of defining an industry.
distinguishing factors.
One common metric to identify players of interest is to examine their market
• The Total Available Market (TAM) is the most generalized customer segment that
share within the industry. It is typically stated through the concentration
includes every possible customer that demands a particular product or service. The
ratio CR4, which
Serviceable Available
shows the percentage of the market share held by the four largest firms
Market (SAM) would be a subset of the TAM that is categorized by the potential use of a
in the industry.
company’s product or service. The Serviceable Obtainable Market (SOM) sub-segment
Note, however, that industry classification systems may not provide a
of the market is the narrowest definition that specifies the segment of a market that a
sufficiently thorough industry definition for certain companies. This can occur
company could realistically aim to capture
because a firm may operate across multiple industries or it may serve a niche
• Factors to consider regarding this segment include: Communication channels ,
market that differs from the traditional industry definition.
Customer behavior, Customer motivation, Customer perception, Target audience
 5Cs of Marketing

Collaborators Climate or Context

Collaborators are entities that allow or enhance a company’s ability to provide its particular
The context in which a business operates is most often analyzed with the use of
good or service in the way that it does. This factor primarily revolves around a company’s
PESTEL analysis. It provides coverage into the areas that may affect a business, but
supply chain, that ranges from spot contracts up to quasi-vertical integration. The direction of
where the business exercises either no or limited control. Changes to contextual
integration can only be upstream, as downstream collaborators are more specifically defined
factors may impact the industry as a whole rather than a particular company. As
as customers in the 5C Analysis framework.
such, an advantage experienced by such changes may not translate into a
The collaborators section focuses on every individual or organization that works to create,
competitive advantage for the focal company or vice versa.
produce, promote or sell your products or services. Categories include:
Content creators ,Distributors, Investors, Partnerships, Service providers & Suppliers
4P Framework | Product

The four Ps are often referred to as the marketing mix. They encompass a range of factors that are considered when marketing a product, including what consumers want, how the product
or service meets or fails to meet those wants, how the product or service is perceived in the world, how it stands out from the competition, and how the company that produces it interacts
with its customers.

Product
Product Life Cycle
• Product is essentially what you sell, It can be a physical product or a service
your firm offers Product life cycle refers to the length of time from when a product is introduced in the market
• One must understand their product, the consumer needs it cater, where it lies until it's removal from the shops/Stopped production.
in the product life cycle thoroughly while devising their marketing strategy

USP or Unique Selling Proposition

• USP of a product is the unique feature of your product that differentiates it

from the competitor’s offered product in terms of value added in consumer’s
life

Sales
• Having a strong USP help marketers price their products higher than 5G 4G 3G 2G
competition and gain more profitability

Marketers need to address 5 product levels (Mainly for operational Characteristics Introduction Growth Maturity Decline
purpose & Cost Control)
Sales Low Sales Rapidly rising Peak Decline
•Core Benefit: The benefit a customer really buys. E.g. Hotel guest buys rest and
Costs High cost per Avg cost per Low cost per Low cost per
sleep
customer customer customer customer
•Basic Product: e.g. hotel room includes bed, bathroom, desk, dresser, closet,
towel etc.
•Expected product: attributes that buyers normally expect along with their Profits Negative Rising High Declining
product.
• Augmented product: attributes that exceed buyer expectations. In developed Customer Innovators Early Adopters Middle Majority Laggards
countries, brand positioning and competition take place at this level, while in
developing countries it takes place at ‘expected product’ level. Competitor Few Growing Starting to Declining
•Potential product: it encompasses all the augmentations and transformations the decline
product or offering might undergo in the future.
4P Framework | Price

3 Major Pricing Strategies

Price
Cost based pricing Competition based pricing Value based pricing
• Price is an extremely important factor, since it affects
the perception of the consumer towards the product. Cost-plus pricing is a pricing Competition based pricing taken In the value based pricing method,
That’s exactly why some marketers use premium strategy by which the selling price into account what competition is product is priced in accordance
pricing strategy to make consumers feel that their of a product is determined by charging for the product or service. with it’s perceived value or benefit
product is highly desirable adding a specific fixed percentage by the consumer
• Pricing also depends on your target audience and the to the product's unit cost. The perceived benefit/value can be
overall market you are competing in. For Ex: if the Essentially, the markup percentage in terms of economic value (such as
target audience is low to middle income groups then is a method of generating a a product that saves 2 more units of
premium pricing won’t make any sense. Similarly if you particular desired rate of return. electricity compared to the
are competing in a commodity market where much Ex: competitors), or happiness or other
product differentiation is neither possible nor desired, Costs associated with product: 1000 qualitative measures
one needs to make sure that the production costs are Desired Gross Margin: 10% The strategy is used when the
under control therefore making the product available to Therefore, Selling Price = 1111.11 purchasing decision is emotionally-
the consumer at the lowest possible price (obviously GM = (S.P – C.P) / S.P driven or when scarcity is involved.
maintaining the profitability) Similarly, the price increase can Value pricing is going to price items
• While making the pricing decision one must perform: also be a fixed dollar amount at a higher level than cost-plus
1. Demand Forecasting: How much product may sell pricing by increasing the perceived
2. Determine the extent of competition value of the good or service.
3. Objective selection: Profitability vs market capture Few Other Pricing Strategies
4. Estimated-production cost
5. Comparative analysis of demand, competition, cost • Skimming pricing: a pricing approach in which the producer sets a high introductory price to attract buyers with a
and objective strong desire for the product and the resources to buy it, and then gradually reduces the price to attract the next and
6. Developing pricing strategy subsequent layers of the market.
• Penetration pricing: Penetration pricing is a marketing strategy used by businesses to attract customers to a new
product or service by offering a lower price during its initial offering. The lower price helps a new product or service
penetrate the market and attract customers away from competitors.
• Dynamic Pricing: Dynamic pricing, also referred to as surge pricing, demand pricing, or time-based pricing, is a
revenue management pricing strategy in which businesses set flexible prices for products or services based on current
market demands.
4P Framework | Place

Place 3 Types of Marketing Channel Strategies

• Place can be understood simply as “Places where your

target customers can purchase your product”
• Product placement at appropriate channels is extremely
important since it should be available to the target Multi-Channel Cross-Channel Omni-Channel
audience at their most convenient shopping location
whether online or offline. Also it should be showed in Multichannel marketing involves Cross-channel marketing is very Omni-channel marketing is the
the most attractive/appealing way using multiple channels to reach similar to multichannel marketing, most sophisticated of all marketing
• For example: Discount on a premium brand on an customers at some point on the with one exception, that being that types. It includes multiple channels,
ecommerce site may lead to consumer perception that customer’s journey. These channels the marketing channels are just like multi- and cross-channel
the product is not as valuable as its MRP at brick and can be direct, and several examples connected. This allows customer marketing, but in a much better
motor store include in-person and phone sales, interactions to be recorded and for way. The channels are connected
• One major thing needs to be taken care of while email, pre-roll ads on YouTube, the channels to communicate like in cross-channel marketing, but
choosing the channels is the balance of power (needs to and TV, mail, and online display ads. information about the customer they are also interconnected and
be maintained), if the bargaining power of channel Companies can also use indirect between them. This also allows the interactive, allowing for maximum
members increases it may affect the producing firm’s marketing channels, such as online customer to move almost engagement with the customer. The
profitability reviews, social media fan pages, news effortlessly between the channels channels simultaneously exchange
• For Ex: For selling items such as pen, there is huge article, and press releases, websites during their journey. information about the customer
reliance on the retailors therefore, frequent trade with SEO, or word-of-mouth and and work seamlessly together to
promotions are required referrals. Each channel has its merits, create a comprehensive user
but none of them tie together for a experience across all channels. The
seamless customer journey, which is primary goal of omni-channel
Margin Structure
a drawback to a multi-channel marketing is to remove all barriers
marketing. between a customer’s online and
• Say a product sells for Rs. 100 In a multichannel approach, the off-line journey.
• If the margin of the retailor is 20% therefore, CP for the channels work independently of each
retailor was Rs. 80 other and there is no communication
• If the margin of the wholesaler (from whom the retailor between the channels. The customer
purchased) is 20% therefore, CP of the wholesaler is Rs. cannot move between the channels
64 and continue seamlessly on with
• Now if the margin of the company is 50% then the profit their journey. Moving from one
company made on the sale of the product is 50% of 64 channel to another means that the
which is Rs. 32 customer restarts the journey at each
• One thing to note here is, margins are calculated on the
new touchpoint.
SP and not on the CP
4P Framework | Promotion

6M Strategy for devising ad campaign

Promotion

• The goal of promotion is to communicate to consumers Mission Refers to the aim of your advertisement. Is to improve sales, is to launch a new product, it for
that they need this product and that it is priced recall, is it for some short term offers, is it to gain attention, etc.
appropriately. Promotion encompasses advertising,
public relations, and the overall media strategy for
introducing a product. Incorporates the type of buyer you want to sell the product to. For a cosmetic company it is
• Marketers tend to tie together promotion and Market but natural they would show women and not men in their advertisement. For Horlicks they
placement elements to reach their core audiences. For would show children having the product.
example, In the digital age, the "place" and "promotion"
factors are as much online as offline. Specifically, where
a product appears on a company's web page or social What to say, how to say, who will say it and what type of appeals to be given in the message is
media, as well as which types of search functions will Message
what Message formulation is all about.
trigger targeted ads for the product.
• Promotion involved free as well as paid marketing
communications (Ads)
Star Plus, Zee TV, Star Movies, Times of India, Radio Mirchi, etc., are few of the choices where
Media you could think of putting your advertisement. Find where your Target audience are more
likely to watch your ad campaign
Consumer Promotion Trade Promotion

• Consumer Promotion is giving discounts or some other Money Money is the amount of budget constraint that the advertiser has in allocating the money
benefit say food coupons to the customers on purchase between different medias and the expenditure to be incurred
of our products. This usually is classified as a marketing
effort
• Trade Promotion is incentivizing the various trade
channel members so they push our products maximum. Metrics Metrics are the measurements that you use to measure success of your ad campaign. These
This usually is classified as a sales effort could be sales, impressions, clicks etc., define your metrics clearly to find success of the
campaign
4P + 3P Framework || People | Process | Physical Evidence

Why 3 more P’s

• This is to upgrade the 4P framework for 21st century

• It is primarily to also include service part of the business since people, process and physical evidence are it’s most crucial factor

People Process Physical Evidence

• Individuals eventually are managing your • Process refers to the flow of activities or • This refers to all existing and potential features
business therefore, it is extremely important to mechanism that take place when there is in an customers see when engaging with your
have the people with the right skillset interaction between the customers and the business.
• Particularly in the service industry person to businesses. • Physical evidence is the tangible proof that
person interactions are extremely important to • The marketers must guarantee that all of these establishes credibility. It includes the look and
get better customer feedback hence more procedures are properly controlled and offer a feel of your business branding and also spans
customer retention consistent customer experience. All of this the physical and digital environment.
• People term in the marketing mix may refer to information is typically included in SOP • Physical evidence may be: a retail store,
the salespeople, primary service providers even documents, also known as Standard Operating interior design, a business website, online
the influencers through which one is marketing Procedure document. ratings and reviews, the uniforms, social media
their product • An ideal process should take the least amount accounts, logo and behavior of employees.
• Remember, People buy from people that they of time out of all the available options and be • Consider everything about your business that
like, so the attitude, skills and appearance of all the most cost-effective for the business while can be seen or otherwise observed, and how it
staff need to be first class. People have an maximizing production and efficiency. can help to reinforce your brand and elevate
important role in service delivery, they are your business.
relied upon to deliver and maintain
transactional marketing and people play an
important part in the customer relationship.
Example of the 7P framework | Quick Service Restaurant

Product • The main reason why people would love to visit your restaurant would be the food. We need to ensure there is variety and as well the quality and the consistency
is maintained throughout. If the food does not maintain the quality and consistency, we tend to lose the USP and customers in no time would move to
competitors. For maintaining quality, we need to identify reliable suppliers who supply us the ingredients of acceptable standards. There needs to quality check
is done consistently. We need to maintain a recipe management module to ensure consistency in taste.

Price • the USP of QSR is its price. It needs to be very competitive. Although QSR is a low investment ventures the margins are also very low. To maintain profitability
and viability it's important that we maintain the food cost and labor cost at bay without affecting the quality. The ideal way of doing this would be- (i) Menu
Engineering- ensure one ingredient is used in multiple dishes to reduce wastage and maximum utilization. (ii) Forecasting to reduce overstocking and wastage.
(iii) identifying the ideal portion size (iv) avail credit facility from the suppliers.

Place • The restaurant needs to be located in a place that has maximum footfalls and has adequate sitting and parking places. The ambiance needs to justify the theme
of the restaurant. It should relate to your target customers.

Promotion • Promotion plays a critical role in the success of QSR. There should be regular promotions and campaign run to entice the customers to visit more. The
campaigns can be through the digital route like social media, website, influencers and etc. You could also sponsor any local event. There could be email
marketing, SMS marketing and also pamphlet distribution. Depending upon the budget, you can also go for hoardings at prominent places.

People • The employees form the main part of any business. QSR typically faces high attrition. The HR should ensure they recruit continuously and employees are
trained to maintain the service standards. The employees need to be kept motivated and trained to ensure they are able to give a warm hospitable feeling to the
customer without being too pushy.

Process • The restaurant needs to have a laid down service processes and standards which are to be followed at all times so that there is no ambiguity and chances of
forgetting a thing or two diminishes drastically.

Physical Evidence • The Physical evidence is not only the appearance of the restaurant, but the look of your packaging, branding, and even the way the employees present
themselves. Physical evidence is every surrounding detail. Make it a point to regularly look around your restaurant and take it all in.
Digital Marketing

Digital Marketing Online Marketing Social Media Marketing

• Digital marketing is the component of marketing that • Online marketing is simply a subset of digital marketing • Social media marketing is the use of social media
uses the Internet and online based digital technologies and refers to content delivered via the Internet, while platforms and websites to promote a product or
such as desktop computers, mobile phones and other digital marketing refers to any marketing that exists on service.
digital media and platforms to promote products and electronic devices. • Platforms that are used for social media marketing
services. mainly depend on your TG. For younger people
• Types: Ads on a website (we will go deeper into this usually Instagram is used while for slightly older
later), Push notifications/SMS, Ads on social media ones Facebook
Digital Marketing
platforms, OTTs, E-mail Marketing, SEO etc.

SEO Email Marketing Meta Ads Manager Google Ads OTT Ads

• Search engine • Email marketing is a Meta Search Ads (SEM) • OTT advertising is the act
optimization is the form of marketing that of marketing to the
process of improving the can make the customers internet-connected
quality and quantity of on your email list aware Display Ads
audience as they stream
website traffic to a of new products, content.
Instagram
website or a web page discounts, and other Video Ads
from search engines. services. It can also be a
SEO targets unpaid softer sell to educate your • These ads may appear
traffic rather than direct audience on the value of while scrolling or in App Ads
traffic or paid traffic. your brand or keep them the stories and maybe
• SEO is the organic way of engaged between of the format
growing your business purchases. It can also be • Through a single google
slideshow, picture, AdWords platform one can
• SEO works by optimizing anything in between. Carousal & video
a website's content, put ads (that too in multiple
formats) on various
conducting keyword
platforms including
research, and earning
inbound links to increase YouTube, different websites
that content's ranking and numerous apps
and the website's available on the google play
visibility store
Digital Marketing | Terminologies

Customer sees a paid Ad Customer clicks on the Ad Customer purchases/subscribes your product
CPM Impressions
• This is known as impression Costs associated: Costs associated:
• Cost per single click is called • Once your ad successfully acquires a customer the
CPC (Cost per click) and ratio acquisition cost is known as CAC (Customer
CPC Costs associated: of clicks to impression is CTR Acquisition Cost)
Conversions
• Cost per 1000 impressions is (Click through rate)
called CPM • CPC/CTR depends on various
• CPM charged by different factors such as how attractive Costs associated:
platforms are different and your ad is and how many • Average amount of money usually a customer
Action depend on lot of factors such as benefits are displayed in your
CPA purchase from your website is called AOV (Avg.
size of your target audience ad that are compelling Order Value)
and targeted geographies customers to move from
Awareness to Intention stage as
in AIDA model
Calculations

Let’s take an example:

Say the CPM is Rs. 150 and your ad budget is 1500
•Therefore you can show your ad 10,000 times (not to 10,000 people, the frequency determines the no of people that watched your ad)
Now if 150 clicks were obtained meaning 150 times people showed willingness to visit your website and look at your product in more detail
• CPC = 1500/150 = Rs. 10
• CTR = 150/10,000 = 0.015
If the probability that a customer visiting your website purchase your product is 10%, therefore 15 people must have purchased your
product out of 150
• CAC = 1500/15 = Rs. 100
If every customer purchased products on an average worth (Price) 1000
• AOV = 1000
Digital Marketing | Google Ads & Google Analytics

Different type of Ads on Google AdWords

• Usually search ads among other ad types give better results in terms of
CAC since a person looking for particular keywords on internet such as
hotels near me has much higher intent of purchase than any person
scrolling through some website or watching a video
• Different Ad types are usually used for different objectives for example,
when one wants to attract maximum traffic to his/her website more for the
branding objective rather than high intent to purchase, display ads work
better

Google Analytics

• Definition: Google Analytics is a web analytics service offered by

Google that tracks and reports website traffic, currently as a
platform inside the Google Marketing Platform brand.
• Used to see traffic trends in the website
• Calculate metrics like CTR, conversion rates, bounce rate,
session duration etc.
• View the online consumer funnel
• See performance reports of each page and diagnose errors if any

Affiliate Marketing

• Affiliate marketing is an advertising model in which a company

compensates third-party publishers to generate traffic or leads to
the company’s products and services. The third-party publishers are
affiliates, and the commission fee incentivizes them to find ways to
promote the company.
BCG Matrix
Ansoff Matrix
AIDA Model
Brand Personality Framework

• The term brand personality refers to a set of human characteristics that are attributed to a brand name.
• An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
• This personality is a qualitative value-add that a brand gains in addition to its functional benefits.
• As such, a brand personality is something to which the consumer can relate
• Don't confuse brand personality with imagery, which consists of a company's creative assets.
• Brand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission
Personal Selling VS Direct Marketing
● BCG Matrix: Definition + 5 Examples of use in 2023! (waalaxy.com)
● What Is a BCG Matrix? (With Definition, Tips and Examples) | Indeed.com
● The Ansoff Model [Marketing strategy matrix] | Smart Insights
● Ansoff Matrix: four growth strategies and practical examples (sciencetheory.net)
● (2) The AIDA Model Explained with Examples - YouTube
● Marketing VS Sales: Yeah, There's A Difference - B Squared Media
● 5 Key Difference Between Sales And Marketing For Marketers (digitalvidya.com)
● Personal Selling Vs Direct Marketing PowerPoint Template - PPT Slides
(sketchbubble.com)
● Keller’s Brand Equity Model — What It Is & How to Use It | by Keaton Hawker | Medium
● 5 Companies Who Nailed Their Brand Personality (hurree.co)
● Brand Personality: Traits of Top Brands (ebaqdesign.com)
● What Is Brand Personality? How It Works and Examples (investopedia.com)
● B2B, B2C, B2B2C, B2C2B… the GTM Menu and Business Model Innovation | by Alex
Oppenheimer | Medium
● D2C vs. B2C e-commerce: What’s the difference (sitecore.com)
● Nail Your Sales Funnel In 6 Easy Steps | monday.com Blog
● TAM SAM SOM: What Do They Mean & How Do You Calculate Them? (hubspot.com)
● Calculate Potential Market Share Size For A New Product Or Service (gartner.com)
● What are the 4 types of customer buying behavior? - Clootrack
● Customer types matrix | Block diagram - Sources of customer satisfaction | Bank
Customer Positive Feedback | Customer (conceptdraw.com)