1. Intro
Goal: Spread information more effective
2. Fundamentals of Marketing
What: act of promoting and selling products or services
Why: tell you how to position the idea/product in the market
What to do?
- Know target audience, determine the value
- Deliver the message, ads, blog, videos
4P:
- Product: most important aspect
- Explanation of what you do, how you do, why people care
- First thing to think about
- Price: remain aware how much competitor’s charge
- Promotion: how to send the message, ads, content
- Place: get your product in front of customer and convince them to buy
- Online marketplace, sales, telemarketing, social media
Types
- Digital marketing: most popular form of marketing today
- Print marketing
- Experiential marketing: offer customer some experience
- Influencer marketing
- Affiliate marketing
Strategy:
- Define an objective
- Researching audience
- Define a budget
- Develop a plan
- Execute
Track the effectiveness of the Campaign
3. Digital Marketing
Field evolve rapidly, but core principle remain the same
3.1. Content Marketing
For ice-cold prospect become customer, need a few step
- Awareness: make people understand the problem and your solution
- Evaluation: make content help people make decision, too choose your solution
- Conversion: make content overcome the hesitancy, like return policy, product detail page etc
3.2. Social Media Marketing
4 parts
- Social listening: monitoring and responding to customer service
- Social influencing: establish authority, by sharing valuable content
- Social networking: find and associate with influential individuals
- Social selling: generating leads and sales from existing customer
3.3. Measurement
For paid campaign
- Cost per acqusition
- Cost per lead
- Click-through rate
- Cost per click