How not knowing Fundamentals Of Marketing makes you a rookie in the Digital Marketing World
Do you want to know the fundamentals of marketing and how we can use it in Digital marketing?
In this article, I am going to talk about five aspects of Marketing.
- The fundamentals of marketing.
- Digital Marketing vs. Traditional marketing.
- CATT Marketing Funnel.
- Integrated Digital Marketing.
- Personal Branding: MassTrust Blueprint.
The fundamentals of marketing
In 2017 The New York Times described Marketing as “the art of telling stories so enthralling that people lose track of their wallets.
The action or business of promoting and selling products or services, including market research and advertising. But how do companies go from putting the product in the market place to making a sale?
Step 1: A company has an idea for a product or service.
Step 2: They do some research, service to see if the idea is viable.
Step 3: After all the data is collected they study it.
Step 4: They place the product or service into the market.
Step 5: Now is the time to announce it to the people and this is where marketers come in.
Step 6: Marketers start by researching the audience and come up with a marketing strategy, and determine how to position the product.
Once you have developed your marketing strategy there is a 7p formula you should use to continually evaluate your business activities. These seven are product, price, promotion, place, packaging, positioning, and people.
Digital Marketing vs. Traditional marketing
We all are aware that the marketing trends in today’s era are changing at a very fast pace and the market has drifted to digital marketing from traditional marketing. The marketers have now shifted to digital platforms for promoting their brands, as digital marketing platforms like e-commerce websites, google ads, emails, etc. are used more frequently and are available to the maximum number of the targeted market/audience.
So rather than spending marketing efforts and money only on the traditional ways of marketing, the marketers/businesses and the companies are now switching to the digital marketing platforms for reaching out to the maximum number of targeted consumers and for generating more revenue and profit for their brand.
|Area/Zone||Traditional Marketing||Digital Marketing|
|Target Audience||It’s easy to reach out to local audience/consumers with the traditional marketing methods||Digital marketing lets you reach the targeted audience/consumers/customers globally from all over the world.|
|Marketing Approach||Traditional marketing is more of a personal approach as it is very easy for marketers to have a person-to-person relationship in informing the public or promoting their brand’s name.||The physical presence of the marketers is not at all required in digital marketing, yes physical presence will be a bonus but is not required and digital marketing allows the marketer to reach a finite number of consumers easily.|
|Documentation||Traditional methods of marketing provide the hard copy of product(s)/service(s) description which can be read again and again.||Digital platforms provide the description in softcopy over the website, or through videos, YouTube, etc. which can be accessed anytime anywhere as per the consumer’s requirement and it provides paper-free documentation.|
|Consumer Interaction||Very less interaction is involved in traditional marketing as the promotion mediums are not flexible enough to incorporate the customer’s interaction.||Digital marketing, on the other hand, offers several digital platforms to the consumers/customers/buyers like social networking sites, e-commerce websites, different apps for collecting their feedbacks where they can put their views about the product(s)/service(s)|
|Marketing Cost||Traditional marketing is expensive as it involves printing, radio/TV advertisements which cost more to the company.||Digital marketing is less costly than the traditional method of marketing as everything is online and the use of social websites does not cost even a penny. Based on the marketing requirement the business can opt for paid ads if they want to.|
|The result analysis is complex with traditional marketing as the companies need to rely on the surveys and the findings of the market.||On the other hand, in digital marketing, data and facts are recorded and stored online which makes it easy for the marketers to analyze the marketing result.|
|Real-Time Result||The company must wait for weeks or months to get the result.||Online marketing or digital marketing gives quick results and thus it is easy to get real-time marketing results.|
|Interruptions||As traditional marketing methods do not provide real-time results, drafting the marketing strategy takes time as it is dependent on the marketing results.||Digital marketing/online marketing methods let the consumers/customers/buyers skip the interruptive part and continue to engage with the product(s)/service(s)|
|Communication||Traditional marketing involves one-way communication as marketing mediums are quite rigid.||Online marketing, on the other hand, promotes two-way communication and thus helps to satisfy the customer and make the customer feel that they are being listened to and served.|
Summing up all the points it is evident that digital marketing is taking over traditional marketing because of a greater number of advantages and facilities being offered to the consumers/buyers. Consumers are independent and not bound to patronize any brand and online marketing offers hassle-free marketing, returns, and cashless transactions.
CATT basically stands for.
C for Content.
A for Attention.
T for Trust, and
T for Transaction.
How CATT works?
Before following the CATT Funnel, you need to choose a niche, that Niche selection should be on the priority and to be chosen based on your Passion, Talent, and Market need.
Step 1: Content
After selecting the niche, you need to make quality content that is not only good but super good. You can provide quality content through blogs, videos, or in info graphics forms which we will provide to the user with full information and help him/her make an informed choice in the market by consuming your quality content.
Step 2: Attention
The second step is to grab the attention of your user and you can do it by sharing your quality content on your social media channels that will drive traffic.
Step 3: Trust
After having your user’s attention, you need to build good relationships with your readers. You should re-target them once in a while to hold their attention and give them value-driven emails.
Step 4: Transaction
Following each step right, you can make the sales now effortlessly. Users are not waiting for your premier services which will result in profit for you.
Integrated Digital Marketing
Integrated Digital Marketing means having a well-structured and well-defined marketing plan. That includes taking care of the online presence by managing different channels of the digital world. It involves making sure your organization is on the web.
The means of communications include the 3 types of digital media:
- paid media (paid advertising);
- earned media (organic search obtained with a website or a blog);
- owned media (Social Media, Email, and others)
What are the channels of an integrated Digital Marketing strategy?
Position a website on top of Google SERPs must be a top priority when you work with digital strategies, such as Content Marketing. Organic search should lead prospects to pages that represent clearly who you are and what you’re offering.
That means your content must be relevant to the audience, engaging them to take the next step in the buyer’s journey.
And you can do that by applying SEO (Search Engine Optimization) techniques, like link building, proper use of keywords, and optimization of your website’s loading speed.
Social Media is a term that encompasses many channels of communication.
It’s a set of communities that gathers 3.5 billion people, which is 45% of the world’s population, as the We Are Social study showed last year.
We’re talking about a variety of options: Facebook, LinkedIn, Instagram, Pinterest, or Twitter, just to name a few. Each one has its style and requires different approaches.
Nevertheless, you have to make sure your brand is essentially the same, conveying the same image.
Then, you can strengthen your strategy in a setting that’s familiar to the audience.
Here’s one way to do that: design a brand persona, with a clear language and voice to use in every media.
By doing that, you connect with people and make them trust you as a friend trying to help, and not another company trying to get their money.
Your Content Marketing strategy also has to align with the other tactics.
It’s essential to focus on creating useful, powerful, interactive content, with the same language you’re speaking in all the other channels.
Take into account the user experience as well, producing content that addresses the buyer persona’s needs, and it’s engaging to read.
If your content follows your Social Media strategy, for instance, you can send people from Facebook or Instagram to sign up for more on the website.
Or you can get them to solve problems or pain points with educational pieces. You start the conversation in one environment and finish it on another.
When it comes to paid advertising, it’s pretty much the same. This channel can complement the others. It doesn’t matter if you’re working with one of these:
- paid search: pages that show up on top of Google results page;
- display ads: banners that communicate through visual and text on sites/blogs;
- Social media ads: visual pieces created to spread on social networks.
A paid search takes 64.6% of the clicks for the most prominent keywords on the Google results page — so don’t forget to add them to your strategy!
You have to make sure you’re using segmentation the proper way to talk to the right people at the right time.
The benefits of an integrated plan help with Brand awareness, ROI, Conversions, Brand loyalty,
Personal branding empowers you to stand out in your chosen field. Whether you are an employee looking to rise up and climb the corporate ladder or a CEO building your own entrepreneurial venture, personal branding brings you credibility and attention. Building your personal brand adds a key element to your company’s marketing strategy and builds stronger internal communication with your team.
Personal branding even affects you if you are in the job market seeking employment. Research has found that an astounding 70% of employer’s use social networking sites like Facebook and Instagram to research prospective employees before hiring them. Nearly half (48%) check up on their current employees using social media, and over a third (34%) have either reprimanded or fired and employees based on social media posts and other content found online.
Marketing is the most exciting of all business sports. It is continually changing in response to the explosion of information, the expansion of technology, and the aggressiveness of competition, at all levels and everywhere.
All business strategy is marketing strategy. Your ability to think clearly and well about the very best marketing strategies, and to continually change and upgrade your activities, is the key to the future of your business.
Fortunately, like all business skills, marketing can be learned by practice, experimentation, and continually making mistakes. The key is to test, test, and test.
Interesting read on how to leverage tools to create content which is the bane of Digital Marketing.