Click here to load reader
Sep 11, 2014
Rakesh M {Creative Ideas for Business}
Profession: Creative Digital Marketing
Online Marketing & Strategy for Branding
Pure white hat tactics to get your business into the
battle zone.
We knew every company and the product owner’s dream to be No. 1. Isn’t it so?
Specially designed for the Owners & Marketers.
Types of Marketing:
Product
Online Marketing
Traditional Marketing
Strategy & Branding
Brand Position
What's Marketing? Marketing is the process of developing and communicating value to your Product or Company. it’s an investment that generates revenue, profit and opportunity for growth. Think about every step you take to sell your product or service to manage your customers.
• Your strategy & Knowledge of market
• Distribution channel to connect with your customer
• Pricing Strategy
• Look & Feel of the marketing material
• Customer retention
• Action of your sale
• Planning for the investment
Good marketing is essential for every company. It can make a company successful, but poor marketing can send a good company out of business. Yet even business-to-business (B2B) marketing is often seen as a soft creative field instead of the engine that drives company revenue.
Online Marketing(OM):
OM
SEO
SEM
SMO
SMM Media
Planning
Viral Marketing
Webcasts
OM or IM is used to promote their products or services over the internet. Here the OM or IM are using the strategy implementation for expanding the business and to reduce the cost. OM has different types which are mentioned below, - SEO: Search Engine Optimization - SEM: Search Engine Marketing - SMO: Social Media Optimization - SMM: Social Media Marketing - Media Planning - Viral Marketing - Webcasts
• SEO a technique used to optimize your site to help search engines find and rank higher for the search query. SEO helps you to get organic traffic through search engines and rank higher for the search queries.
• SEM helps you to gain organic traffic by the visibility of your products or services through search engines & internet. It’s a combination on both organic and paid results.
• SMO is one way off driving traffic while socializing other than search engines. It helps you to customize or optimize your products or services profile and pages.
• SMM: Now a day the traffic sources increase while socializing and networking rather than searching through search engines.
• Media Planning is a strategy used to plan and promote the products or services for the targeted audience. The target audience can be categorized like age, sex, education, profession, income and others.
• Viral Marketing is a technique used to create a buzz over the internet by sending the content messages or updates to different channels. The more you buzz your product or service better the publicity.
• Webcast is used to promote through media, either it may be a media file or a presentation along with audio /video. This media presentation can be distributed over the internet or it can be embedded to the site.
Now we can see each section separately…
Search Engine Optimization(SEO): The search engine optimization has two different categories. They are • On-Page Optimization and • Off-Page Optimization
On- Page Optimization: It’s used to optimize the site according to the search engine rules & algorithms.
Search Engine Marketing(SEM): Off-Page Optimization & SEM: It’s used for building the quality backlinks from popular websites, blogs, bookmarks & forums, etc… There are different types of link building, they are one way link building, Reciprocal Link Building, three way link building and paid Link building.
Social Media Optimization(SMO): SMO is used to optimize the products page or the services page and profile to drive the traffic.
Social Media Marketing(SMM): SMM is used to create a buzz by updating the optimized content & Visual Pictures of the product or the services. Normally people use to get attracted for the pictures and click directly rather than search in a search engine for the unknown product or service.
Media Planning:
Analyzing Target
Audience
Budget Planning
Creating the
Campaign
Media Planning & Buying
Managing &
Reporting
Media Planning includes like Text ads Banner Ads & Video Ads. Here it has 3 types of strategies like Online Advertising, Media Planning Phase and Media Execution Phase.
Viral Marketing:
Recycle Content
Unique experienc
e to customers
Social Enabled content
Create Cycles
Track & Participate
Viral Marketing or Online Promotions spread like a virus everywhere.
Webcasts:
Define
Integrate
Shoot Register
Follow-Up
Webcasts are used to promote products or services through Video Streams or the Presentations to see, hear & Feel . It’s a type of buzz marketing for the greatest exposure.
TM
Tradeshow & Materials
Guerrilla Marketing
Print Advertising
Boucher's & Collateral
Broadcast Advertising
Point of purchase
Public Relationship
Direct Mail Campaign
Traditional Marketing(TM):
Traditional Marketing is a common marketing method used to drive new customers and withstand existing customer. It’s a charge to create awareness of a product or the service through various marketing tactics. The traditional marketing mainly focuses on 4P’s principle which are Product, Price, Promotion, Place. Normally traditional marketing requires huge budget and time to the normal result and it requires regular advertising for months like TV & Radio, Newspaper, Magazines, posters and Billboards, Mailers and flyers.
• Guerrilla Marketing is an advertising strategy used to promote the brand logo
through birthday cards, stickers, business cards, success story, etc.
• Direct Mail Campaign is used for direct marketing to the targeted customers using
the mail list and the database. It’s a cost effective way to target your audience and
inspire new customers.
• Point of purchase is a place where the sales are made and point of purchase to be
the area surrounding the counter where customers pay, it is know as point of sale.
• Broadcast & Advertising is a type of marketing done on the aired networks like Radio
& Televisions.
• Print Advertising is used to print ads on the News Papers, Magazines, Articles and
fliers, etc.
• Boucher's & Collateral portfolio are printed with brand messages to inform the story
and sell the brand.
• Public Relationship is a practice of managing the flow of the user. Marketer’s often
use these to measure the flow of the users.
• Tradeshow & Materials are used to provide the brand messaging accessories and
materials.
SB
Consumer Package Designs
Brand Naming
Brand Positioning
Brand Identity
Brand Launch
GUI Designs
Strategy & Branding(SB):
Strategy and branding will create unique identities which will differentiate you from the competition. Having a brand strategy will bring you the clarity and meaning to your brand so you can focus on making, creating, and selling things that people requires.
• Brand Naming is one of the identities for the products and the producers.
• Brand Positioning is used to identify the appropriate marketing segment to target and challenge.
• Brand Identity is used to provide the direction, purpose and meaning of the brand.
• Brand Launch is strategy marketing plan that provides relevant message to the targeted market.
• GUI Designs is used to represent the product and to attract the viewers. It should also be easy navigation.
• Consumer Package Designs should express the brand message and along with the products.
Online Strategy Model:
Which KPI’s?
Who are the customers?
Qualify the customers/market
Touch point Strategy
Implementation & Measurement
Online Marketing Process User Pilot:
Qualitative Metrics Web Analytics Metrics
Define Business goals
(re) Define KPI’s
Quantitative Metrics
Analysis
Action Points
Control
Online Strategy Model:
Situation Analysis
Objectives
Strategy
Tactics
Actions
Control
Where are we now?
Where do we want to be?
How do we get there?
How exactly do we get there?
The details of tactics, who does what & when
How do we monitor?
Opportunities/Threats:
The Organization
Opportunities – O 1. Cross Selling 2. New Markets 3. New Services 4. Alliances/co-branding
Threats – T 1. Customer choice 2. New entrants 3. New competitive products 4. Channel conflicts
Strengths – S 1. Existing Brands 2. Existing customer base 3. Existing distribution
SO - strategies Leverage strengths to maximize opportunities = Attacking strategy
ST – strategies Leverage strength to minimize threats = Defensive Strategy
Weakness – W 1. Brand Perception 2. Intermediary use 3. Technology use 4. X – channel support
WO – strategies Counter weaknesses through exploiting opportunities = Build strengths for attacking strategy
WT – strategies Counter weaknesses and threats = Build strengths for defensive strategy
Opportunities/Threats Diagram:
Organization Supplier threats
Intermediate threats
Intermediate threats
Customer threats
New Products New Entrants New business
models
Competitive Threats
Buying side threats Selling side threats
Tactics & the Marketing Mix:
Usi
ng
the
inte
rnet
to
var
y th
e m
arke
tin
g m
ix Product: 1. Quality, 2. Image, 2. Branding, 3. Features, 4. Variants, 5. Mix, 6. Support, 7. Customer
service, 8. Availability, 9. Warranties, 10. Use
Promotion: 1. Marketing Communications, 2. Personal Promotions, 3. Sales Promotions, 4. PR, 5. Branding, 6. Direct Marketing
Price: 1. Positioning, 2. List, 3. Discounts, 4. Credit, 5. Payment Methods, 6. Value added elements
Place: 1. Trade Channels, 2. Sales Support, 3. Channel Number, 4. Segmented Channels
People: 1. Individuals on marketing activities, 2. Individuals on customer contact, 3. Recruitment, 4. Culture, 5. Training & Skills, 6. Remuneration
Process: 1. Customer Focus, 2. Business-led, 3. IT-Supported, 4. Design Features, 5. Research & Development
Physical Evidence: 1. Sales / Staff contact experience of brand, 2.Product Packaging, 3. Online Experience
Performance Management:
Business Contribution: Online revenue contribution (direct & indirect) category
Penetration, costs and5 profitability.
Marketing Outcomes: Leads, sales, service contacts, conversion and retention
Efficiencies.
Customer Satisfaction: Site usability, performance/availability, contact strategies,
Opinions, attitudes and brand impact.
Customer Behavior(Web Analytics): Profiles, Customer orientation(segmentation), usability,
Click stream and site actions.
Site Promotion: Attraction efficiency, Referral efficiency, Cost of acquisition
and reach. Search engine visibility and Link Building,
E-Mail Marketing, Integration.
Business Contribution
Marketing Outcomes
Customer Satisfaction
Customer Behavior
Site Promotion
Org
aniz
atio
n's
Tar
gets
Organ
ization
’s Tactics
Thank you!
Name: Rakesh M
Email: [email protected]
Skype: rakesh6263
Mobile: +91-9036022007
+91-8608609533
A goal is a dream with deadline Enjoy the dream & Plan for the
next goal!!
The above mentioned strategies will help u to get ur dream come true!!
Queries if any ring me!!