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DIGITAL MARKETING – MORE ADVANCED

Marketing -

sales, advertising, public relations (PR), Promotion, generating revenue and profit

Marketing is about identifying and meeting human needs with some profit.

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Who markets and type of markets -

Marketers are the one who markets and seeks responses in the form of money, vote, donation, etc from other party call prospects.

4 types of markets -

10 Types of entities marketers can market -

5. Persons

6. Places

7.Properties - residential, commercial, and lands , Financial - stocks, bonds, mutual funds

9. Information

10. Ideas

A brand is a reputation of a company or individual in its customers or audiences minds.

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A brand element - name, symbol, image, position, mission, statement, etc..., makes a company different from its competitors and helps to build a strong and loyal customer base.
Branding is reputation.

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Benifits of Branding -

1. Branding gets recognition
2. Increases value of a company
3. Helps you stand out of the competition
4. Create a strong and loyal customer base
5. Improve employee's pride and satisfaction
6. Branding supports advertising and sales

Advertising is a set of marketing communication activities used for communicating information about products, services, and ideas through various marketing channels or media. Advertisement is paid marketing tactics to promote product and services.

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3 Types of advertising methods

1. ATL - Above the line
Television, newspaper, outdoor, radio, etc.

2.BTL - Below the line
Pamphlet distribution, trade shows, telemarketing, etc.

3. Digital activities
Emailing, SMS, google ads, Facebook ads, lead generation, brand awareness, etc.

Main types of advertising -

Promotion is an element of the marketing mix. Promotion is any type of marketing communication used to inform about products, brands, services, and issues to its targeting audience.
The aim of promotion is to increase awareness, develop interest, get sales, and create brand loyalty.

A blend of promotional activities is promotion mix.

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digital marketing , online marketing , digital marketing company, digital marketing services ,social media marketing , Facebook marketing

Promotion activities -

1. Advertising

2. Personal selling

3. Sales promotion - offers, coupons, etc.

4. Direct marketing

5. Public relation and publicity

6. Event / Exhibitions / trade shows

4 P's in marketing mix

Product, price, promotion, place

Product

Price

Promotion

Place

Varity
Quantity
Design
Features
Brand name
Packaging
Sizes
Services
Warranties
Returns

List price
Discounts
Allowances
Payment period
Credit terms

Sales promotion
Advertising
Sales force
Public relations (PR)
Direct marketing

Channels
Discounts
Assortments
Locations
Inventory
Transport

Publicity is putting your business in front of the public and media outlets, so you can showcase your products, services, and brand.

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Methods to generate publicity -

1. Public speeches
2. Giving interviews
3. Conducting seminars
4. Give charitable donations
5. Inaugrating events by film stars, politicians, famous personalities etc
and attract media to publish the news
6. Highlight the company's achievements
7.Highlight the company's social activities for public interest
8. Use social media for free

PR is the best way to protect and enhance the reputation of any particular organization or firm.
A company's survival and growth depend on its reputation in the market.

PR is the best practice of maintaining a healthy and positive relationship between organizations and its public, employees, financial partners, marketers, etc.

How to do a company's PR -

PR strategizes -

1. Owned media -website, catalog, brochure, blogging, email newsletters, social media platforms, etc.

2. Paid media -search engine marketing, social media marketing, influencer marketing, newspaper ads, television ads, outdoor ads, etc.

3. Earned media -mentions in news and reviews, positive comments and reviews by customers in search engines and social media, organic traffic on the website, increase in followers on social media, get referrals and recommendations by clients.

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In marketing sales promotion acts as a stimulator tool for consumer promotion aimed at final consumers
Sales promotion is a type of pull marketing technique helps to increase sales.

Two types of sales promotion -

1.Consumer sales promotion (B2C)
2.Trade sales promotion (B2B)

Types of sales promotion techniques -

1.Discounts
2. Gifting
3. Coupons
4. Financing
5. Sampling
6. Bundling
7. Contest
8. Refunds and Rebates
9. Exchange offers
10. Free trials
11. Email marketing
12. Exhibitions
13. Trade shows
14. Demonstrations
15. Continuing programs
16. Quantity discounts

In marketing personal selling is a method where marketers try to convince the prospect to buy a given product or service.

Features of personal selling -

1. It is a two-way communication.
2. In this buyer and seller communicate face to face
3. It is an oral communication
4. Here marketers can get immediate feedback
5. It helps to develop a deep personal relationship as well apart from selling relationship with customers

Personal selling process -

1. Prospecting and evaluating
2. Preparing
3. Approach and presentation
4. Overcoming objections
5. Closing and sale
6. Follow up

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Direct marketing is marketing activity where potential and returning customers are connected directly by the company, instead of having an indirect medium or middlemen between them.

Types of direct marketing

1. Face-to-face marketing
2. Door-to-door marketing
3. Kiosk marketing
4. Leaflet marketing
5. Tele-marketing
6. Email marketing
7. SMS marketing
8. Couponing marketing
9. Physical mail marketing

Guerrilla marketing (surprise marketing) inspired by guerilla warfare.
It is an advertising strategy that focuses on low cost unconventional, marketing tactics to get maximum results

In this marketing type multiple eye-catching techniques and practices are used to establish direct contact with customers

Types of guerilla marketing -

1. Outdoor guerilla marketing
2. Indoor guerrilla marketing
3. Event ambush guerilla marketing
4.Experiment guerrilla marketing

Digital marketing is all about promoting a product or service, individual, or brand (business) using online digital channels like websites, blogs, search engines, social media platforms, video marketing, mobile marketing, email marketing ,etc

Types of digital marketing -

1. Organic platforms

2. Paid promotions

Types of organic promotion -

1. Search engine optimization (SEO)

2. Social media optimization (SMO)

3. Online reputation management (ORM)

4. Blogging

5. Youtube

6. Influencer

7. Email marketing

Typos of paid promotion -

1. Search engine marketing (SEM)

2. Social media marketing (SMM)

3. Influencer marketing

4. Affiliate marketing

1. Needs/wants/ demands /consumer/ clients/ audience
Demands and wants for specific products backed by an ability to pay

2. Target market/ segmentation/ positioning

3. Offering and brands
An offering can be a combination of product, service, information and experience

4. Marketing channels - 3 Types of marketing channels -

A. Communication channel -
TV, radio, newspaper, events, posters, internet, mobile phones, SMS, blog websites, paid activities

B. Distribution channels -
Internet mail, wholesalers, retailers and agents

C. Service channel -
These service channels support potential buyers that's why marketers use service channels.


5. Media -
A. Paid
B. Owned
C. Earned

6. Impressions and engagement

7.Value and satisfaction
Value - Quality/service/price

8. Supply chain

9. Competitions - competitors

10. Marketing environment
-Task environment
-Broad environment

Task environment -
Suppliers, distributors, dealers, customers, financial investors or promoters, employees, etc.

Broad environment -
Demographics - economic, social, cultural, natural, technological, political and legal

Company orientation towards the market place -

1. The production concept
2. The product concept
3. The selling concept
4. The marketing concept
5. The holistic marketing concept

A. relationship marketing
B. Integrated marketing
C. Internal marketing
D. Performance marketing

CRM - Customer relationship management
PRM - Partner relationship management

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Strengths, weaknesses, opportunities, threats

The business unit strategic planning process -

1. Business mission
2. SWOT analysis
3. Goal formulation
4. Strategy formulation
5. Program formulation
6. Feedback and control

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Types of growth oppurtunities -

1. Intensive growth

2. Integrative growth

3. Diversification growth

If you want to learn digital marketing then check out our blog on digital marketing basics πŸ‘‡πŸ‘‡

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