How marketing helps in reaching to your Customer?

What is the Law of Marketing?

How does marketing work in the current world, The Digital Era?

How can I work on Personal Branding?

What is CATT Funnel in Marketing?

What is Integrated Digital marketing?

If you can answer all the above questions you can skip this article.

If you want to explore Marketing from the scratch please continue reading.

Marketing is not new to our ears. Right?

A catchy slogan - I’m Lovin’ it 

A sing-along radio jingle - Airtel sing-along tune

Or 

A heart melt emotional pick - Coca Cola choose happiness

All are produced to one GOAL.  

To Grab your Attention... Right?

Everything I do, I do it for you.

Creating amazing ad campaigns is a basic ritual from 20th Century we have grown up learning through our Market leaders/influencers. 

All these modern techniques of Marketing have rooted in The Rhetorical Triangle which was created by the famous Aristotle around 2000 years ago.

Basically with this theory, the Marketer/ speaker uses different ways to grab the attention of its viewers.

• ETHOS is an appeal to the marketer’s credibility or Trust.
• PATHOS is an appeal to the Audience's Feelings and Emotions.
• LOGOS is an appeal to audience logic, facts, analytics, and reasoning.

That is the Traditional way of Marketing which is being followed till now and there is no harm in doing that. 

Right? Is that it? 

No. Marketing is Deep.  

At the end of this article, I am sure you will have a clearer picture of the overall concept of Marketing.

Now, Who should read this article?  

This article is for professionals, digital marketers, entrepreneurs, and learners. 

So let's begin...

What is Law of marketing?  

I think marketing is not a piece of art. It is Science. It is Logic. 

It is not just creating some ad campaigns or storyboards with running ads but real-time check on your customer.  

I'm assuming you are a marketing head or an entrepreneur or a professional who wants to market his/ her product. 

Tell me, will you create your Product first and then market it?  

I hear a yes because that is the way the world is doing it. 

But I say No, you should create your market first and then create your product.  

Know Your Customer Needs: Creating the market means getting into your customer's shoes. Read their minds, find what they are looking for. Search for Customers' needs.  

For example, During the pandemic, Most of the companies and brands have raised their annual turnover like never before when many of us were seeing a complete locked down.  

They found their customers' needs. Their customer needed Face masks, Sanitizers, face shields, spray bottles, video conferencing tools, digital marketing tools, laptop companies, internet providers and the list goes on. 

Today Zoom Calls can be called as Colgate of Video Conferencing. If you want to say let's meet online what will you say?

Yes, let's do a Zoom Call, You will not say let's do a video conference.

Personalized Marketing: Correct Marketing means reaching out to your customers at the right time with the right message. It is not just selling. It is the keep in touch formula for the lifetime. Remembering their birthdays or anniversaries, asking their family well being, knowing their future plans is necessary to make your customer happy and satisfied.

Developing Trust is No. 1 Goal: The purpose of marketing is to build a brand and create a position in customers’ minds. Read your customers' minds and try to give what your customer is looking for. One happy customer brings 100 more happy customers. 

Well, that’s about the basic Law of Marketing. 

I want to take you deeper into Marketing.

But before that let's know some facts about Traditional & Digital marketing 

Tell me if you are not planning to buy a fully automatic washing machine, is it worth seeing ads related to the same 5 times a day?  

Of course Not.  

No, I am not saying Traditional Marketing is old fashioned but as I compared it with Digital Marketing I found

·        Traditional Marketing is not personalized.

·        You can not check your brand Analytics while posting an ad in newspaper, magazine, or TV

·        There is no direct response you can receive from your customer wherein you can have a lead form filled up just through a click.

·        Once seen on Billboard or a 3D structure in a mall a brand can be permanent in our minds.

·        Digitally we just scroll up. It's not permanent.

·        Customers can be engaged and measurable in digital marketing.

 I will describe the Pros & Cons of both Traditional Marketing & Digital Marketing through pictures.

As Traditional Marketing, Digital Marketing also has some pros and cons 

Also, you will find this topic in more detail in my next article. Come back for it.

Since we are living in a digital age, digital media is taking advantage of our time spent on the internet.  

According to ClickZ, “Internet users now make up 57% of the global population. On average, people spend 6 hours and 42 minutes online each day. By 2021, a projected 73% of all eCommerce sales will come from mobile.” – Source 99designs.com 

Wow, that’s a mind-bogglingly huge amount of time and opportunity to do some clever digital marketing. If you are planning to market your product. Start today digitally. How do you think you have reached to me? Yes, through Digital marketing  

If you are with me till here, I am sure you want to know more on how to market it better.

I believe Everything goes well if there is a process.

n^CATT is a Process to do the right marketing. 

The ultimate goal is Wealth. Right? You all will agree. Do you remember I said Marketing is Science?

Let's go back to school and here is a Science Formula for you. 

Wealth = n^CATT – described wonderfully by Digital Deepak (www.digitaldeepak.com)  

That means wealth will come to you automatically if you will follow the process of n^CATT. 

N here stands for Niche. Niche is the category of Product or service you want to market. 

For example, there is a Chef and he makes amazing Indian Veg food items. So the Niche here is Indian Veg Food and he also describes the nutritional value of each ingredient he puts in the recipe.  

That’s something interesting.  

Once your Product or Service is sorted you begin the process to market it.

This Chef has amazing Indian Veg recipes and added advantage of telling the nutritional value of each ingredient.  

The next step for him is to start building his Content.

 Content includes Blogs, articles – as you are reading one right now, videos, podcasts, webinars, etc. Content should be useful, attractive, and interesting. I would say if you have reached till here, my content is interesting. One should be curious to know more. 

Now, this chef has made a number of videos of various recipes, clicked amazing images, and written blog posts as well. This is where he will start from.  

Now comes Step 2 which is Attention.

Once the Content is created, he needs to drive Attention towards his created content.  

There are various tools in Digital Marketing to drive the attention of your target customers such as SEO, Social Media, Paid ads, and many more.  

• SEO – people search with particular keywords and reach to you. As many related keywords, you can include in your content.
• Social Media – Social media is a great medium to reach your audience. You can engage your audience by posting images, asking questions, announcing freebies, giving away free advice, discussing case studies, etc. 
• Paid Ads – Now this is an amplifier that can fit any sound system. I mean paid ads amplify your reach, you can reach any target group, it fits in any budget, give results and enhance your targeting. 

This chef can go live on social media, do some free webinars, give some free tips or freebees to its customers to drive attention.  

He knows people are watching. He is becoming a brand now.  

Now he has to build Trust with his audience.

The most important factor to build TRUST is U. 

Try to give them a personal touch. You don’t talk to a brand but you talk and want to listen from a person. When the chef will talk to his audience, send automated personalized emails, conduct webinars, give value to them, discount mails, free advice, follow-up emails, what will he get? 

He will build trust in his audience and people would want to come back to him.  

They will subscribe to his videos, look forward to his next article or recipe and share further. 

And this is done. Here I am assuming customers trust you as they are waiting for your updates. They like you, Chef. 

Once the Trust is built he will convert his leads to Transactions with natural sales methods.

Don’t run after wealth in this process. You will receive it as you go along the process.

 I hope I have made it really simple to understand.

 Are you thinking is that it?

No, I have just told you the method you use to market your product or service.

Remember I told you we will go deep in Marketing?

Are you ready to dive deep with me?

Here I bring another concept which will boost up the Marketing Funnel and you will have life long customers.  

Do you remember I talked about being in customers’ shoes? Yes, Needs never Ends.

Similarly, to retain your customer longer and longer in life you have to go through a much more detailed process called Integrated Digital Marketing.

Now, what is this? 

In Simple words gone are the days when you stick to just one marketing technique to promote your product or reach your customer.  

I am an Event/ Wedding Planner. During the COVID-19 event management companies are facing really hard times.  

So we as a company changed our approach. We planned to do integrated marketing where we are trying to provide our client an encompassing experience.  

We reach our clients through office supplies, COVID supplies, Digital marketing tools, and few more approaches. Integrating all types of strategies to get results.

 Similarly Integrated Digital Marketing Works for you.

Trends are changing every day. Insta reels were not very famous last year but as TIK-TOK said bye-bye, Insta Reels entered Instantly.

When you post something on Instagram you get a question if you want to post on Facebook, Twitter, or tumbler. That is integrated marketing.

 Integrated Marketing means the integration of different marketing strategies to reach your customer for your business.  

I can give another example to make it more clear. You choose different strategies to burn your body fat – Yoga, Aerobics, Strength training, Zumba, cut on carbs, drink healthy, increase protein intake to reach one single goal.

 -      Weight loss or to be Fit.

 When you can’t do the same type of exercise every day you should not use the same platform alone to reach your customer. 

When you reach your customer through different means you will serve two purposes. 

a)   Your customer will have different experiences while you are gaining one single result.

b)   You are widening your reach and possibilities of getting searched.

 Thank you if you have read till here. This is my first long article. I wish to have your feedback on this article. You can either comment or email me at [email protected] or tweet me at Monica Aeran

You reached till here as you are feeling as if a person is talking to you.  

"When people like you they believe in you" or vice – versa "they believe in you because they have started liking you".

Brands do not talk. Logos do not talk. It's you as a person who talks and engages with the audience.

Marketing the Product that is YOU, which is called Personal Branding.

How do you do it?  

People believe you and not the brand.  

Building Personal Brand is not instant. It’s a journey. You Evolve through it.

Learn: The first step is to learn new skills, new concepts, new work area, do not stick to your old version. Practice and practice more on it. 

Work: Now put your new skill to work. Bring it to the real-world, practical world. Try practicing it more. Implement your learned concepts to work. 

Blog: Content writing is really important. Write or publish whatever you have learned. As I am doing. I am writing down what I have learned through Digital Marketing Internship Program by Digital Deepak. (hyperlink). Because when you write you learn better.

Consult: "A candle loses nothing by lighting another candle". By Father James Keller. By consulting others on the skill you have learned  

a)   you impart knowledge

b)   people will look up to you

c)   you become an authority

Mentor: Now when people listen to you. Start mentoring people who would like to become like you.  

Startup: Start your own product or service and start your own business with this product or service. This will be your brainchild. Nourish it, cherish it.

This has been described by Digital Deepak as Mass Trust BluePrint.

 I would like to conclude here by revisiting the topic from the top as Marketing is not just creativity. It is Science and has a process funnel of CATT. Further to amplify and retain your customers for the long run you should work on Integrated Digital marketing. One should grow as a Personal brand as people can interact with you and not the brand. Finally, Learn and unleash the Mass Trust Formula.

Look forward to know your feedback. Kindly connect with me on Twitter or Instagram.