The Secrets of Marketing
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The Secrets of Marketing
The fundamentals of Marketing
Why Marketing is important?
In simple terms, Marketing is the act of driving customer to take action and buy.
Marketing helps us to sell our products or services.
The bottom line of any business is to make money and marketing is very essential part of the process.
First a company has an ideal about product or service
Do some research on selected niche and survey the market. Depending on the results of research and survey we can determine whether the idea is viable or not.
How has Marketing evolved?
Marketing started as early as civilization started. Marketing started as soon as human started producing goods. From stone age to Digital era marketing has undergone a fascinating evolution in human history.
Marketing, in and of itself, has seen dramatic transformation for centuries. We didn’t feel its effect right away. It started as a distinct discipline that went through different periods of refinement.
Early 1900 companies targeted mainly on cost rather than quality they though people will buy the products which are cheap. So, their main focus was towards mass production to reduce the cost of the product. This resulted in surplus products.
To overcome the surplus products issue companies started focussing on sales. Companies started come up with new sales pitches and eye-catching sales promotions.
The Sales Orientation was an era when companies heavily rely on marketing promotions to sell products that companies made.
Salesmen were facing problem selling products because companies focussed on mass production and cost of the product so quality was very poor. Thus, gave birth to the concept of Marketing.
How people responded to Marketing?
People make many buying decisions every day. Most large company's research consumer buying decisions in great detail how and how much they buy, when they buy, and why they buy.
The company that really understands how consumers will respond to different product features, prices, and advertising appeals has a great advantage over its competitors.
The way a person responds to an ad campaign depends largely on their own perceptions, attitudes and general view of life. No two persons react the same way to an ad at the same time.
People generally loves buying but they buy a lot when its festival time. Companies and brands come up with variety of promotions and discounts during festival time.
Discount is the one of the major attractions to make people buy. All the people irrespective of age, culture, profession, and background?respond the same to discounts.
What is Digital Marketing?
Digital Marketing is a modern way of marketing Technique. In which we promote, selling products and services by online marketing. It also refers to the Marketing of any kind of business through digital media and devices such as Google, Facebook, Instagram, YouTube, etc.
Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity and has revolutionized the marketing industry.
What is Traditional Marketing?
Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It’s the most recognizable typse of marketing, encompassing the advertisements that we see and hear every day.
Prior to the advent of the internet and its rapidly ensuing ubiquity throughout culture, the only type of marketing that existed was traditional marketing. If you’ve ever handed someone a business card, paid for a print ad, or even advocated for your business face-to-face with another person, you’ve engaged in traditional marketing.
Traditional marketing is the old way of marketing Technique. It refers to a kind of promotion, and advertisement includes flyers, billboards, TV ads, radio ads, print advertisements, newspaper ads, etc. which companies used in the early period to market their product.
Digital Marketing V/S Traditional Marketing:
Is Traditional Marketing Dead?
As consumers have shifted their attention from stationary media to perpetual media on the go, traditional advertising lost some of its appeal. In turn, marketers pivoted investments from television, radio, newspaper, events, and outdoor advertising to digital channels like Google, YouTube, Facebook, Twitter etc.
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Despite digital and online marketing’s ascent over the last several decades, traditional marketing still plays an important role in outreach and advertising. These more established marketing tactics can reach a wide audience and bring in plenty of customers.
CATT Marketing Funnel
CATT stands for Content, Attention, Trust and Transaction.
Content:
Companies from all industries have discovered that success in the digital age requires more than traditional, outbound marketing strategies.
With content writing, companies can build emotional relationships with their target audience, paving the way for customer loyalty and brand engagement.
To be successful and create brand you need to create content that stands different in the arena.
Content writing often forms the foundations of every digital marketing strategy, as emotive content is necessary for everything from blogging and SEO strategies, to email and social media promotion.
Content writing is a form of inbound marketing designed to attract an audience to a specific company, product, or digital location.
Blogging: Blogs are a central part of building a strong content strategy, they can convey ideas related to products and your brand, while highlighting your thought leadership.
Blogs can also be useful for SEO purposes, building organic traffic, and raising brand awareness.
Email: Writing content for emails can help to convert customers, as well as generate better engagement for your business.
Email marketing also helps to build loyalty and strengthen your opportunities for repeat purchases.
Social media: Social channels require content writers to communicate various ideas and campaigns as effectively as possible.
Product content: Selling products and services requires a unique set of writing skills. You’ll have to balance sales copy with storytelling and SEO strategies.
Brand journalism: PR news releases, customer and brand stories, and internal communications can all require the support and guidance of a content writer.
Whitepapers and eBooks: Content writers can help to produce highly technical and professional content which requires a focus on a specific subject. This helps to strengthen the authority of the brand.
Video scripts: If scripts are required to create videos or even podcasts for a company’s branding purposes, a content writer can assist with this.
Content has expiry date?
Content is evergreen but some content has expiry date like News articles, Seasonal content, Content on trending topics and product reviews etc
Attention:
Attention is the concept that marketing is all about capturing and engaging your audience's attention. This is usually done through non-invasive means, like social media. With attention marketing, you'll focus on how to capture someone's limited attention.
Before Digital Marketing brands would usually market themselves on a massive scale, using TV ads, billboards, or radio spots. This means that they weren't able to target individuals, but instead had to focus on appealing to a broader audience.
With social media, brands can now figure out what interests’ individual customers and then market to them individually. Ultimately, it's important to consider using attention marketing because you want your marketing assets to engage customers and pull them in.
Trust:
The primary way of gaining trust is by developing and nurturing a relationship with your contact’s to convert them into customers.
The first step of a trust marketing strategy is to collect as much feedback as possible, in different formats: text, video, audio, etc.
A 2021 survey of 1,000 consumers concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use.
Customer reviews on Google, Facebook and Product reviews on Amazon and e-commerce sites are part of the trust building.
Transaction:
Converting your leads into customers is called as Transaction. A profitable deal should happen between service provider and customer.
Integrated Digital Marketing:
Integrated Digital Marketing is the one of the natural and efficient way to doing Digital Marketing.
IDM means using all the channels of marketing in a such a way that all compliment each other. Below flow chart created by Mr. Deepak Kanakaraju of www.digitaldeepak.com explains it clearly