Difference between revisions of "Marketing"

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* JTBD: http://jobstobedone.org/
 
* JTBD: http://jobstobedone.org/
 
* Jobs-To-Be-Done Framework: https://strategyn.com/jobs-to-be-done/<ref>Jobs to be Done framework: http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/</ref><ref>JTBD (visual summary): http://jtbd.info/</ref><ref>'''JTBD -- Customer-centered Innovation Map: https://strategyn.com/customer-centered-innovation-map/'''</ref>
 
* Jobs-To-Be-Done Framework: https://strategyn.com/jobs-to-be-done/<ref>Jobs to be Done framework: http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/</ref><ref>JTBD (visual summary): http://jtbd.info/</ref><ref>'''JTBD -- Customer-centered Innovation Map: https://strategyn.com/customer-centered-innovation-map/'''</ref>
* ''Innovator Toolkit -- Technique 1 - Jobs to be Done: http://innovatorstoolkit.com/content/technique-1-jobs-be-done''
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* ''Innovator Toolkit -- Technique 1 - Jobs to be Done: http://web.archive.org/web/20180313182729/http://innovatorstoolkit.com/content/technique-1-jobs-be-done''<ref>Jobs to be Done (JTBD) explainer: https://cihconsulting.co.uk/jobs-to-be-done/</ref>
 
* What is jobs-to-be-done approach to innovation?: https://www.quora.com/What-is-jobs-to-be-done-approach-to-innovation
 
* What is jobs-to-be-done approach to innovation?: https://www.quora.com/What-is-jobs-to-be-done-approach-to-innovation
 
* Understanding the Job: http://www.youtube.com/watch?v=f84LymEs67Y
 
* Understanding the Job: http://www.youtube.com/watch?v=f84LymEs67Y
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* 14 famous successful Business "pivots": https://www.forbes.com/sites/jasonnazar/2013/10/08/14-famous-business-pivots/
 
* 14 famous successful Business "pivots": https://www.forbes.com/sites/jasonnazar/2013/10/08/14-famous-business-pivots/
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== Loyalty ==
 +
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* '''The Retailer’s Guide to Customer Loyalty: https://www.ama.org/2021/02/12/the-retailers-guide-to-customer-loyalty/'''
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<ref>What is (Employee/Brand) Loyalty and how to achieve it: https://medium.com/illumination/what-is-loyalty-and-how-to-achieve-it-abf677504bea</ref>
 +
<ref>Oracle - Customer loyalty defined: https://www.oracle.com/cx/marketing/customer-loyalty/what-is-customer-loyalty/</ref>
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<ref>The Economics of E-Loyalty: https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty</ref>
  
 
== Metrics ==
 
== Metrics ==
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== Resources ==
 
== Resources ==
  
* '''Noob Guide to Online Marketing (INFOGRAPHIC): http://assets.unbounce.com/s/images/noob-guide-to-marketing-infographic-1800.png'''
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* '''MarTech 5000: https://martech5000.com/''' | [https://chiefmartec.com/2011/08/marketing-technology-landscape-infographic/ 2011] | [https://chiefmartec.com/2012/09/marketing-technology-landscape-supergraphic-2012/ 2012] | [https://chiefmartec.com/2013/06/gartners-mind-blowing-digital-marketing-transit-map/ 2013] | [https://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/ 2014] | [https://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/ 2015] | [https://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ 2016] | [https://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/ 2017] | [https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/ 2018] | [https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/ 2019] | [https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/ 2020] | [https://chiefmartec.com/2021/12/2021-the-year-martech-shrank-just-kidding-a-year-in-review/ 2021] '''<ref>Scott Brinker Reveals "Top 5,000" Martech Companies: https://datorama.com/blog/2017/05/15/scott-brinker-reveals-5000-martech-companies/</ref><ref>Martech 5000 -- Marketing Technology Landscape Supergraphic (2017): https://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/</ref><ref>David Raab’s MarTech Predictions 2022: https://www.lemnisk.co/blog/martech-predictions-2022/</ref><ref>Marketers - you are the software you use: https://chiefmartec.com/2010/08/marketers-you-are-the-software-you-use/</ref><ref>Now every marketer is an app developer — even if they don’t know it: https://chiefmartec.com/2018/10/every-marketer-app-developer/</ref><ref>3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers: https://chiefmartec.com/2019/01/3-trends-next-age-martech-ecosystems-experts-engineers/</ref><ref>Democratizing martech: distributing power from IT to marketing technologists to everyone: https://chiefmartec.com/2018/05/democratizing-martech-marketing-technologists/</ref><ref>The 2010 marketing technology proto-landscape did consolidate by 61%: https://chiefmartec.com/2017/10/early-marketing-technology-landscape-consolidated/</ref><ref>It’s not the size of your martech stack, it’s your range of use cases: https:///2022/02/its-not-the-size-of-your-martech-stack-its-your-range-of-use-cases/</ref>
 
* The Ultimate Guide For Marketing Teams: https://www.atlassian.com/software/confluence/marketing/guide<ref>4 reasons your marketing team needs a new approach: https://www.atlassian.com/blog/confluence/ultimate-guide-for-marketing-teams</ref>
 
* The Ultimate Guide For Marketing Teams: https://www.atlassian.com/software/confluence/marketing/guide<ref>4 reasons your marketing team needs a new approach: https://www.atlassian.com/blog/confluence/ultimate-guide-for-marketing-teams</ref>
* '''Building Value through Marketing -- A Step-by-Step Guide (BOOK by Philip Sugai): http://www.routledge.com/Building-Value-through-Marketing-A-Step-by-Step-Guide/Sugai/p/book/9780367472863''' (evolution of prior work on "The Value Plan" course)
+
* '''Noob Guide to Online Marketing (INFOGRAPHIC): http://assets.unbounce.com/s/images/noob-guide-to-marketing-infographic-1800.png'''
 
* Misaimed Marketing: http://tvtropes.org/pmwiki/pmwiki.php/Main/MisaimedMarketing
 
* Misaimed Marketing: http://tvtropes.org/pmwiki/pmwiki.php/Main/MisaimedMarketing
 +
* '''Building Value through Marketing -- A Step-by-Step Guide (BOOK by Philip Sugai): http://www.routledge.com/Building-Value-through-Marketing-A-Step-by-Step-Guide/Sugai/p/book/9780367472863''' (evolution of prior work on "The Value Plan" course)
 +
 
* Mobile Marketing Statistics compilation (2018): https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
 
* Mobile Marketing Statistics compilation (2018): https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
 
* UNDERSTANDING THE “WHY” IN CUSTOMER EXPERIENCE: JOURNEY MAPPING MEETS JOBS TO BE DONE: https://www.newmarketsadvisors.com/uploads/7/0/3/6/70366435/journey_mapping_meets_jobs_to_be_done.pdf<ref> Five Steps for Creating Customer Journey Maps You Can Actually Use: https://medium.com/new-markets-insights/five-steps-for-creating-customer-journey-maps-you-can-actually-use-88c642e57e25</ref>
 
* UNDERSTANDING THE “WHY” IN CUSTOMER EXPERIENCE: JOURNEY MAPPING MEETS JOBS TO BE DONE: https://www.newmarketsadvisors.com/uploads/7/0/3/6/70366435/journey_mapping_meets_jobs_to_be_done.pdf<ref> Five Steps for Creating Customer Journey Maps You Can Actually Use: https://medium.com/new-markets-insights/five-steps-for-creating-customer-journey-maps-you-can-actually-use-88c642e57e25</ref>
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* '''1,000 True Fans (by Kevin Kelly): https://kk.org/thetechnium/1000-true-fans/'''
 
* '''1,000 True Fans (by Kevin Kelly): https://kk.org/thetechnium/1000-true-fans/'''
 
* This Is How The White Population (in America) Is Actually Changing Based On New 2020 Census Data: https://www.npr.org/2021/08/22/1029609786/2020-census-data-results-white-population-shrinking-decline-non-hispanic-race
 
* This Is How The White Population (in America) Is Actually Changing Based On New 2020 Census Data: https://www.npr.org/2021/08/22/1029609786/2020-census-data-results-white-population-shrinking-decline-non-hispanic-race
* US Asian popuplation as of 2020 Census: https://www.nytimes.com/interactive/2021/08/21/us/asians-census-us.html
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* US Asian population as of 2020 Census: https://www.nytimes.com/interactive/2021/08/21/us/asians-census-us.html
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* LinkedIn Data Finds Marketers Measure ROI Too Quickly: https://www.mediapost.com/publications/article/342614/linkedin-data-finds-marketers-measure-roi-too-quic.html
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* The Long and Short of ROI -- Why Measuring Quickly Poses Challenges for Digital Marketers: https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/the-long-and-short-of-roi
  
  

Latest revision as of 10:06, 2 June 2022

AwarenessTrialRepeat.png

Marketing is a form of promotion for a product or service in a specific market for a specific purpose (i.e. one or more nodes in the Trial, Awareness, Repeat cycle)

Techniques

Market Research

Market Research is a broad category of techniques used to determine the need for your product/service, a product/service's likelihood to sell, target-market demographics, and/or desirable store locations for it to be sold/offered. There are numerous ways to uncover this information, from online research to focus groups to counting customers.

Targeting

Targeting is adapting a given marketing message such as an advertisement, promotional offer (or possibly just a user interface or data set/result) for a particular user based on some criteria or metadata related to what you know about them. Targeting could be based on any number of criteria, from location (i.e LBS) to demographics such as language, income, age, culture, religion, beliefs, preferences, histories, relationships, societal identification/hierarchy, group memberships, personality classification, etc.

  1. Geographic - Addresses, Location, Climate, Region
  2. Demographic - Gender, age, salary, career, education (aka. "socioeconomic segmentation")
  3. Psychographic - Attitudes, values, religion, and lifestyles
  4. Behavioral - interests, occasions, degree of loyalty
  5. Product-related - relationship to a product/service, "product user group" self-identification, familiarity

Targeting by Demographics has long been the de facto practice in Marketing, however new and more holistic approaches are emerging.

Habit-formation

The premise of Habit-formation theories for Marketing are centered around the idea that Habit is more powerful than thought or free-will.

  1. Cue
  2. Routine
  3. Reward

The belief is that it is more important to think about the repeat purchases phase, and how it occurs within the whole consumption pattern, rather than focusing on first trial of a product/service or exactly how impressive the product/service or company offering it is. The focus is simply that an advertisement or marketing message can trigger a cue, which when followed through repeatedly forms a routine that is likely to create a specific reward. Prime examples of this approach are the sudden widespread acceptance of Toothpaste (and by that matter Toothbrushes and Toothbrushing) and Deoderant (and by that matter Soap and Showering) as essential daily personal hygiene products/activities.


JTBD

The Jobs-To-Be-Done (JTBD) framework is an alternative way to look at customer motivations in the context of business transactions. Marketing techniques typically slots customers by attributes such as age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need and want to buy. JTBD is a tool for evaluating the circumstances that arise in customers’ lives leading to purchases. Customers rarely make buying decisions around what the "average" customer in their "category" may do, but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the "job" for which customers find themselves "hiring" a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do.

Building upon the JTBD concept, there are two big ways it helps us create better products:

  1. Suggests principles and practices so we understand the context surrounding customer situations before and after they buy & use products.
  2. After understanding a customer's Job and it's context, the framework helps us translate these understandings into marketing and product design decisions.



The Value Plan

Service Dominant Logic (SDL) argues that VALUE is the main currency and focus of marketing, which is delivered through SERVICE. Products, while fundamentally important in the practice of marketing, are platforms for the co-creation and delivery of value through service.

  1. Awareness
  2. Trial
  3. Repeat

Awareness, Trial & Repeat are the premise that lead to The Value Plan, but it is in many ways an evolution reflecting societal transformations and changes in consumer behaviour already underway in the 21st century.


Strategy

[16]

SWOT

Porter's 5 Forces

[17] [18] [19] [20] [21]


Blue Ocean

[22] [23] [24] [25] [26] [27]

Pivoting

Changing primary product/service strategy by completely switching industry sectors or vastly adapting existing product/services.


Loyalty

[28] [29] [30]

Metrics

Total Visits

[31]

Click Through Rate

[32]

Channel-Specific Traffic

New Visitors/Sessions

Bounce Rate

Customer Acquisition Costs

Commonly calculated as:

Cost Per Lead x Conversion Rate

Cost Per Lead

Conversion Rate

Customer Retention Rate

Customer Lifetime Value

Return On Investment

Return On Investment (ROI) is a measure of the benefits (as a historical analysis) or the perceived benefits (as a ).

ROI = Benefits / Costs

[33] [34] [35]


Digital Marketing

CDP

Customer Data Platform (CDP).

Landing Pages

[36] [37] [38] [39] [40] [41] [42] [43] [44] [45] [46] [47] [48] [49] [50] [51] [52] [53] [54] [55] [56] [57] [58] [59]



Tools


Resources


Tutorials


External Links


References

  1. wikipedia: Market segmentation
  2. The Ingredients of a Marketing Plan: https://www.entrepreneur.com/article/43026
  3. * Target Marketing: http://www.thebalance.com/target-marketing-2948355
  4. Six steps to defining your target market: http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/six-steps-to-defining-your-target-market
  5. Scientific Advertising (PDF): http://www.scientificadvertising.com/ScientificAdvertising.pdf
  6. Scientific Advertising (PDF): http://copywritersroundtable.com/wp-content/uploads/2009/09/Scientific_Advertising.pdf
  7. Scientific Advertising by Claude Hopkins: http://www.amazon.com/gp/product/1453821082/
  8. 7 Things I Learned about Digital Marketing from Claude Hopkins: http://www.smedio.com/7-things-i-learned-about-digital-marketing-from-claude-hopkins/
  9. Jobs to be Done framework: http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
  10. JTBD (visual summary): http://jtbd.info/
  11. JTBD -- Customer-centered Innovation Map: https://strategyn.com/customer-centered-innovation-map/
  12. Jobs to be Done (JTBD) explainer: https://cihconsulting.co.uk/jobs-to-be-done/
  13. A beginner’s guide to the Jobs-To-Be-Done framework: http://shapeandsound.com/a-beginners-guide-to-the-jobs-to-be-done-framework/
  14. What is jobs-to-be-done approach to innovation?: http://www.quora.com/What-is-jobs-to-be-done-approach-to-innovation
  15. Technique 1 - Jobs to be Done: http://innovatorstoolkit.com/content/technique-1-jobs-be-done
  16. Strategy, clarified: https://medium.com/@twaegemans/strategy-clarified-e49d3903406
  17. BHR -- Dr. Michael Porter - What is Strategy? https://drive.google.com/file/d/0ByioTBs-2owzRS1ITE8wZXpPRGc/view
  18. HBR -- Dr. Michael Porter - The Five Competitive Forces That Shape Strategy: https://drive.google.com/file/d/0ByioTBs-2owzMVVuNnVXQ0g2cWs/view
  19. The Five Competitive Forces That Shape Strategy: https://www.youtube.com/watch?v=mYF2_FBCvXw
  20. TED Talks -- Michael Porter - What is the Shared Value Model?: https://www.youtube.com/watch?v=l8EskAiOkNk
  21. Michael Porter -- Why business can be good at solving social problems: https://www.youtube.com/watch?v=0iIh5YYDR2o
  22. Blue Ocean Strategy (AUDIOBOOK): https://www.youtube.com/watch?v=iHiFwCpP1iY
  23. Blue Ocean Strategy -- Creating Your Own Market: https://www.businessnewsdaily.com/5647-blue-ocean-strategy.html
  24. What are Red & Blue Oceans?: https://www.blueoceanstrategy.com/what-are-red-blue-oceans/
  25. Blue Ocean Strategy Summary: https://www.youtube.com/watch?v=8cVS7YEW2Fk
  26. The Explainer -- Blue Ocean Strategy: https://www.youtube.com/watch?v=2N3XqyuOwIM
  27. Understanding The Blue Ocean Strategy: https://www.youtube.com/watch?v=0CJQBN3OOj0
  28. What is (Employee/Brand) Loyalty and how to achieve it: https://medium.com/illumination/what-is-loyalty-and-how-to-achieve-it-abf677504bea
  29. Oracle - Customer loyalty defined: https://www.oracle.com/cx/marketing/customer-loyalty/what-is-customer-loyalty/
  30. The Economics of E-Loyalty: https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty
  31. 10 Online Marketing Metrics You Need To Be Measuring: https://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/
  32. The 2019 Google Ads Industry Benchmarks Your Digital Advertising Team Must See (Data): https://instapage.com/blog/google-ads-industry-benchmarks
  33. Why Experiment?: https://medium.com/@johnpcutler/why-experiment-1169339b2ddc
  34. 10 ways how to NOT make your product a feature factory: https://hackernoon.com/10-ways-how-to-not-make-your-product-a-feature-factory-cefe7a7759c6
  35. Every Product Needs a North Star Metric -- Here’s How to Find Yours: https://amplitude.com/blog/2018/03/21/product-north-star-metric
  36. Conversion Centered Design (E-BOOK): https://offers.hubspot.com/conversion-centered-design
  37. What is a Landing Page?: https://instapage.com/what-is-a-landing-page
  38. What is a Landing Page? Beginner's Guide to Landing Pages: https://mailchimp.com/marketing-glossary/landing-pages/
  39. LandingPage .vs. Homepage, Lead Generation vs Click-Through: https://unbounce.com/landing-page-articles/what-is-a-landing-page/
  40. The 13 Most Effective Ways to Increase your Conversion Rate: https://www.crazyegg.com/blog/increase-your-conversion-rate/
  41. 7 Landing Page Trends You Should Consider for Higher Conversion Rates: https://instapage.com/blog/landing-page-trends
  42. The 7 Principles Of Conversion-centered Design -- a Framework For Designing Effective Marketing Campaigns: https://unbounce.com/docs/The%207%20Principles%20of%20Conversion-Centered%20Design.pdf
  43. 35 techniques to improve Landinge Page conversion: https://instapage.docsend.com/view/fzwq453
  44. Landing Page Video Best Practices - Is Animated or Live Action Better?: https://www.crazyegg.com/blog/landing-page-video/
  45. Landing Page Video -- 22 Rules For Top-Converting Video Creation: https://klientboost.com/cro/landing-page-video/
  46. Bringing Landing Pages to Life With Animation: https://www.snapapp.com/blog/bringing-landing-pages-life-animation/
  47. 20 Great Examples of Subtle Motion in Web Design: https://line25.com/articles/20-great-examples-of-subtle-motion-in-web-design
  48. Best landing page design examples: https://search.muz.li/inspiration/best-designed-landing-pages/
  49. The Best Landing Page Designs to Inspire Your Next Layout: https://unbounce.com/landing-page-examples/best-landing-page-design-examples/
  50. 19 of the Best Landing Page Design Examples You Need to See in 2019: https://blog.hubspot.com/marketing/landing-page-examples-list
  51. 20+ Free HTML Landing Page Templates Built With HTML5 and Bootstrap 3: https://themewagon.com/free-html-landing-page-templates-responsive-multiverse/
  52. Top 40 Free Landing Pages Templates Built With Bootstrap Frontend Framework 2019: https://colorlib.com/wp/free-bootstrap-landing-pages-templates/
  53. Free Landing Page Templates: https://www.websitebuilderexpert.com/designing-websites/free-landing-page-templates/
  54. LeadPages -- templates: https://www.leadpages.net/templates
  55. MailChimp -- Landing Pages: https://mailchimp.com/features/landing-pages/
  56. WIX -- Landing Page templates: https://www.wix.com/website/templates/html/landing-pages
  57. Envato -- ThemeForest - Landing Pages & Templates: https://themeforest.net/category/marketing/landing-pages
  58. Create a beautiful Landing Page animation with CSS: https://codeburst.io/create-a-beautiful-landing-page-animation-with-css-8f4501c20c8e | DEMO
  59. Landing Pages vs Lead Ads: The $2,000 Facebook Experiment: https://adespresso.com/blog/facebook-landing-pages-vs-facebook-lead-ads-which-is-better/
  60. Scott Brinker Reveals "Top 5,000" Martech Companies: https://datorama.com/blog/2017/05/15/scott-brinker-reveals-5000-martech-companies/
  61. Martech 5000 -- Marketing Technology Landscape Supergraphic (2017): https://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/
  62. David Raab’s MarTech Predictions 2022: https://www.lemnisk.co/blog/martech-predictions-2022/
  63. Marketers - you are the software you use: https://chiefmartec.com/2010/08/marketers-you-are-the-software-you-use/
  64. Now every marketer is an app developer — even if they don’t know it: https://chiefmartec.com/2018/10/every-marketer-app-developer/
  65. 3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers: https://chiefmartec.com/2019/01/3-trends-next-age-martech-ecosystems-experts-engineers/
  66. Democratizing martech: distributing power from IT to marketing technologists to everyone: https://chiefmartec.com/2018/05/democratizing-martech-marketing-technologists/
  67. The 2010 marketing technology proto-landscape did consolidate by 61%: https://chiefmartec.com/2017/10/early-marketing-technology-landscape-consolidated/
  68. It’s not the size of your martech stack, it’s your range of use cases: https:///2022/02/its-not-the-size-of-your-martech-stack-its-your-range-of-use-cases/
  69. 4 reasons your marketing team needs a new approach: https://www.atlassian.com/blog/confluence/ultimate-guide-for-marketing-teams
  70. Five Steps for Creating Customer Journey Maps You Can Actually Use: https://medium.com/new-markets-insights/five-steps-for-creating-customer-journey-maps-you-can-actually-use-88c642e57e25

See Also

Product | Service | Retail | Advertising | CSR | Business Model | Ads | Statistics | Metrics | BT/LBS | Privacy