For more information, check out our privacy policy. Written by Kayla Carmicheal. When you think about your marketing strategies, what are the tools you're using to deepen your understanding of the current landscape of digital marketing? As an ever-changing industry, it's important for marketers to commit to learning as much as possible about digital marketing. If you want to expand your knowledge of digital marketing from reputable thought leaders, but have limited resources, or don't even know where to start, this post is for you.
For this ebook, HubSpot teamed up with the experts at MOO to build a guide aimed at small businesses. It provides everything startups need to know about inbound marketing and gives a great scope of how to test, learn, and grow in an online marketing landscape.
This ebook takes readers through accessible ways to maximize resources and get the greatest benefit from marketing. Need help with channels like Facebook, Google, and Twitter? If you're looking for a one-stop shop for how to start a functional digital marketing strategy from the ground up, this ebook is for you.
It even provides templates and concrete examples that will help you organize your strategy. Do you want to have a robust understanding of how influencer marketing can boost your ROI? This ebook shows you how influencer marketing is a great method for building brand awareness and boosting conversion, while offering a guide on how to choose between paid influencers or earned influencers.
Author Jay Baer explores how influencer marketing can be a necessity for brands as well as the inverse relationship between the two. Baer discusses how different kinds of influencers have their own impacts on the industry and how to navigate working with influencers to maximize ROI. If you're building your business from the ground up and need a little help, this guide is aimed at guiding you through how to begin that process.
This ebook is for those starting at level zero with building an online digital media strategy. It'll walk you through fleshing out a social media strategy, SEO, influencer marketing, and how to become a successful digital entrepreneur. If you're in the space where you have to multitask in order to get your business up and running, consider giving this ebook a look. For this ebook, the team at Buffer collaborated with marketer Kevan Lee on social media strategies that are easy to implement.
If you think a social media strategy is just about posting consistently, think again. This guide debunks that theory and explains how strategies also need to be delightful, effective, and targeted. Social media marketing is about using social networking platforms and social media websites for marketing. Social media marketing is now becoming popular due to increase in internet users and social networking users. E-mail marketing is one of the most confusing parts of the digital marketing mix.
Everyday email marketing is improving and now email marketing has become part of marketing automation. SMS marketing is actually not part of digital marketing, but SMS marketing can be used along with other marketing methods as part of a digital marketing strategy. SMS marketing is used for sending promotional messages or reminders or sharing content with the audience.
Google Ads is a digital advertising platform by Google which is used by advertisers to show ads using Google Ads. Google ads allow advertisers to create search ads, display ads, YouTube video ads, Shopping ads and also Mobile App download ads. Google Ads is a versatile advertising platform used by many brands and individuals to attract website traffic or generate leads using paid advertising.
Content marketing is a digital marketing strategy where marketing is done using high-quality and relevant content. YouTube is the second largest search engine after Google. Value pricing e. Promotional pricing re It may take the following forms; ef a Loss leader pricing: supermarkets often drop the price of well known in brands to induce more people to come in and in the process buy other products. The seller promises to refund the buyer a w certain percentage of the purchase price on proof of purchase.
Psychological pricing This approach considers the psychology of prices where the price is used to say something about the product. The assumption is that customers perceive high quality in a highly priced product.
The price may also be set at a figure that suggests the price falls within a certain price range, e. Geographical pricing The company may charge different prices for the same product in different parts of the country for the purpose of covering extra transporting costs.
It is a form of discriminatory pricing Discount policies Discounts are reductions from the list price given by a seller to buyers. A list is the price final consumers are normally asked to pay for a product. To get the sale price, customers give up nl the convenience of buying when they want to buy and instead buy lo when the seller wants to sell. Trade-in allowances: are price reductions given for returning an old item when buying a new one e. Product line pricing Sellers use different points for various products in a line.
Customers will associate low medium and high quality suits with the three price points. Optional feature pricing The seller offers optional products, features and services along with the m main product.
The motor vehicle buyer can order light dimmers, free delivery and an extended warranty or forego them for a lower price. Captive product pricing; Some products require the use of additional or e. Sellers of razors, pens and cameras often price them low and set higher prices for razor blades, pen refills and films re respectively.
By-product pricing in This is where the production of a product results in a by-product. If the by-product has value to a customer group it should be priced at its nl value. The income earned on the by-product will make it easier for the lo company to charge a lower price on its main product. Skimming price policy w This may be used to maximize profits in the market introduction stage.
Penetration pricing This is where a seller tries to sell to the whole market at one low price. The policy is more attractive when selling larger quantities. It results in lower costs because of economies of scale and when the firm expects strong competition soon after introduction. The plan is to raise prices as soon as the introductory offer is over. This strategy may also be used to attract customers to a brand later in the life cycle.
Communication is sharing of meaning through the transmission of information. The components of the communication process are illustrated below; Source message medium of receiver or Transmission m audience co e.
Feedback Source: Is a person, group or organization that has an intended re meaning which it attempts to share with an audience. This can be summarized as DRIP i. There are four major promotional tools i. Others are; direct market and sponsorship. Advertising It is any form of non-personal communication about a firm and its products that is transmitted through the mass media television, radio, newspaper, magazines, outdoor displays, the internet etc.
It is usually done in the ef early stages of the product life-cycle to inform potential customers in about the new product. Its purpose is. This is the total amount of money that a marketer allocates for advertising over a period of time. Factors to consider are such as; The re geographic size of the market, Type of product, Business sales volume ef relative to competitors, and Distribution of buyers within the market. The aim is to reach the largest possible number of people in the advertising target and achieve the appropriate message reach and frequency for the target.
Reach: The percentage of consumers in the advertising target actually exposed to a particular ad in a stated time period. Frequency: The number of times target consumers are exposed to a particular advertisement. The plan must decide which media to use e. Changes in demand of the product may also be measured. Personal Selling e. It is the process of using personal communication in an exchange re situation to inform customers and persuade them to purchase products. It is a process by which; ef -one identifies the people, who have a need.
While face to face with prospects, sales people can get more attention than an advertisement. Tasks of sales people a Prospecting; gathering information to gain sales and prospective clients. The sales nl person is only interested in achieving high sales volume and does not lo care what happens when the deal is through i. They locate new customers, open new accounts and seek new opportunities.
Sales people help in market information gathering. Press conferences; meetings called by the firm to announce major news events or to respond to a crisis. Events; like trade shows, exhibitions, anniversaries etc.
Corporate social responsibility activities; i. The visual identity may be in the nl form of company logo, stationery, brochures, signs, business cards etc. It is often a short-term incentive to w encourage purchase of the product. Consumer sales promotions: These are often aimed at the final consumers. They include the following; Coupons: certificates entitling the bearer to a price reduction of a product. The coupons are distributed through the print media, direct mail and attached to other products.
Demonstrations: are occasions at which a manufacturer shows how a product works in order to encourage trial use and purchase of the product. They are normally employed by supermarkets and are co mechanisms in which regular customers who remain loyal to a e. Nakumatt smartcard re Free samples: are give-away used to stimulate trial of a new product or ef to induce brand switching. Consumer sweepstakes: consumers submit their names for inclusion in a draw for prizes.
Trade sales promotions; These are aimed at the resellers e. They include; Buying allowance; a temporary price reduction to resellers for purchasing specified quantities of a product. Free merchandise: free items offered to resellers who purchase a stated quantity of the same or different products. Sales contests; are designed to motivate distributors and resellers by m recognizing and rewarding outstanding achievements.
Advantages of sales promotion co 1. Low unit cost for selling e. Sales promotion is always the outcome of large scale production. Large scale production itself is meant for low cost. Sales promotion assures of re a low cost selling.
Effective sales support in Basically, sales promotion policies supplement the efforts of personal and impersonal salesmanship advertising. Increased speed of product acceptance l Most of the sales promotion devices contests, coupons can be used. If dispersed advertising would be used. Socio-economic characteristics: Age, income, level of education.
Pull policy; In which a business promotes directly to consumers in order nl to create a strong consumer demand for its products. It ensures that customers w get their products at the right place and at the right time. Distribution is w about places i. Physical distribution refers to the marketing tasks concerned with efficient physical movement of goods and services from the producer and includes the tasks of transportation and storage.
A distribution channel consists of a group of individuals or organizations that assist in getting the product to the right place and time- just when and where the customer wants it.
Wholesalers: they buy goods from the manufacturer, store them and sell to the retailers. Retailers: are the final stopping points for the product prior to its sale to the end user. Distributors: these are the intermediaries who stock products for manufacturers and sell them. In most cases they are appointed by the manufacturer. Dealers: they are those who specialize in selling one particular brand e.
In most cases they sell to end user. Their e. Franchise: this is a business relationship where the franchisee re holds a contract to market and supply a product or service that has ef been very strictly designed and developed by the franchiser. The in franchisee must adhere to the strict terms and conditions on store design, layout and contents sold within the retail outlet e. Merchandisers: these are responsible for store displays, relating l to their products in various retail outlets.
They manage displays,. Zero-level channel; this is where the producer sells directly to the consumer i. One level channel; this is where there is only one intermediary i. Producer retailer consumer 3. Two level channel; it involves two intermediaries i. Three level channel; it involves three intermediaries i. Producer agent or distributor wholesaler retailer consumer Most consumer products go through the longer channels. Functions of middlemen The basic role of middlemen is to make the product available and accessible to customers in a more cost effective way than could be achieved by the manufacturer alone.
They do this by performing some or all of the following functions; 1. Breaking bulk; they buy goods from the manufacturer in large quantities and sell them in smaller quantities that end users wish to m buy. Delivery; they buy products from manufacturers and deliver them to many small customers with small vans, thus increasing accessibility.
After-sales service; they offer operational instructions, warranties and ef installation as in the case of electronic and industrial goods. Price setting; they may have the authority to set prices. Promotion; they undertake the activities of displaying, demonstrating nl and developing persuasive communications about a product. Matching; i. Information gathering; they gather and distribute marketing w information about the marketing environment needed for marketing w planning.
Extending credit; industrial distributors often sell on credit to their customers thus removing a significant cash flow burden from the manufacturer. Risk taking; they assume the risks of damage through fire, accidents, fall in prices etc.
The reasons why middlemen are used relate to lower costs and higher sales. Lower costs; Fewer lines of contact; they reduce the lines of contact between producers and end users i. Producers m Middleman co e. Distributors often relief the manufacturer of such tasks. Higher sales. Image of the product; the more exclusive and expensive the product is, the more up-market the image of the distributor will be.
Product complexity; technical products such as machinery or m equipment demand a high level of knowledge on the part of the distributor in order to provide after-sales service. Financial status of the intermediary; distributors buy products in large e. Knowledge of the local market. Appropriate premises and equipment i. Customer convenience; manufacturers will select more middlemen in lo areas where customers are highly concentrated.
Efficient customer service capabilities; i. There are three broad choices; a Intensive distribution; The aim of the strategy is to secure as many retail outlets as possible in order to maximize product availability and accessibility to potential buyers. This type is most suited to products where convenience of purchase and impulse buying are important factors influencing sales.
The manufacturer may want the distribution to be as intensive as possible but may also want to protect the image of the company and its brands by exercising some control over the type of retailers selling it.
The m strategy is used with shopping products like electrical appliances. The distributors are chosen carefully because their image and competence must match up to the lo high standards demanded by the manufacturer. The characteristics of l. Conflict is inherent in the channel system because everyone in the channel wants to maximize their profits often at the expense of other channel members. A certain amount of conflict is healthy as competing retailers for example, seek to maximize their market share by improving customer service.
Manufacturers must therefore attempt to manage their distributors. Ideally they should be firm on pricing policies and the amount of discount allowed by individual channel members, particularly if discounting cut price is used to poach customers from other channel members. If a retailer stocks four similarly priced computers from four co rival manufacturers, why should he sell brand X rather than brand Y? The manufacturer of brand Y will always want to motivate distributors to sell his brand.
It ensures availability of products to customers and it can be a costly task. Many companies have distribution managers responsible for designing an efficient system concerned with the movement of goods into and out of the company. The aim is to achieve the highest level of customer service at the lowest cost. The manufacturer has to therefore manage the distribution of spare parts and servicing.
Choice of channel of distribution-Determining factors m The choice of a suitable channel of distribution is one of the most important decisions in marketing of products because a channel affects co the time and cost of distribution as well as the volume of sales. The factors re affecting the choice of distribution channels may be classified as ef follows; in 1.
Product considerations: The nature and type of product have an important bearing on the choice of distribution channels. The main nl characteristics of a product are; lo a.
Unit value: Products of low unit value and common use are generally l sold through middlemen as they cannot bear the cost of direct selling.
Perishability: Perishable products like vegetables, fruits and bakery w items have relatively short channels as they cannot bear repeated handling. Bulk and weight: Heavy and bulky products are distributed directly to minimize handling costs. Examples are coal, bricks, stones etc. Technical nature: Products that require demonstration, installation and after sales services are often sold directly. The producer appoints sales engineers to sell and service industrial equipment.
Product line: A firm producing a wide range of products may find it economical to set up its own retail outlets. Market considerations: The nature and type of consumers is an important consideration in the choice of a channel of distribution.
Consumer of industrial market: The purpose of buying has an important influence on the channel. Goods purchased for industrial or commercial use are usually sold directly or through agents. This is because industrial users buy in large quantity and the producer can easily establish a direct contact with them. Number and location of buyers: When the number of potential customers is small or the market is geographically located in a limited m area, direct selling is easier and economical.
Size and frequency of order: Direct selling is convenient and co economical in case of large and infrequent orders. When articles are e. Customer expectation like desire for one-stop shopping, need for personal attachment, preference for self service etc. Company considerations: The nature, size and objective of the firm l play an important role in channel decisions.
Financial resources: A large firm with sufficient funds can establish its own retail shops to sell directly to consumers. But a weak or small enterprise which cannot invest money in distribution has to depend on middlemen for the marketing of its products. Management: If the management of a firm has sufficient knowledge and experience of distribution, it may prefer direct selling.
Firms whose management lack marketing know-how have to depend on middlemen. Availability When desired types of middlemen are not available, a manufacturer may have to establish his own distribution network. Non- availability of middlemen may arise when they are handling competitive products as they do not like to handle more brands. For instance, some wholesalers and retailers demand sole selling rights or a guarantee against fall in prices.
Service: Use of middlemen is desirable when they provide financing, storage, promotion and after sales service. Costs: Choice of a channel should be made after comparing the costs of m distribution through alternative channels. Types of markets; nl Consumer market; It is made up of individuals and households that lo purchase products for their own personal consumption.
The resellers market; It consists of wholesalers, retailers, distributors, and dealers etc. The government market; It consists of government departments and ministries that purchase products in order to offer government services. Approaches to selecting markets Undifferentiated Approach Total Market Approach It uses single marketing mix for the entire market.
All consumers have similar needs for a specific kind of product Homogeneous market. Examples co include staple foods, sugar, salt and farm produce. It was popular e.
It is not so popular now due to competition, improved marketing research re capabilities and total production and marketing costs can be reduced by ef segmentation. An organization must be able to develop and maintain a in single marketing mix for all its customers.
Market segmentation Differentiated approach nl Individuals with diverse product needs have heterogeneous needs. There are two market segmentation strategies: Concentration strategy It involves approaching and concentrating in one market segment with one marketing mix strategy. Multi-segment strategy Two or more segments are sought with a marketing mix strategy for each segment. This approach combines the best attributes of undifferentiated and concentrated marketing.
Buyers of a product can be said to be tall, short or of medium height. To be useful, market segments should have the following characteristics; Measurable; The size, purchasing power and characteristics of the market should be measurable. Substantial; The segment should be large and profitable enough to serve. Accessible; The segment should be effectively reached and served. Differentiable; The segment should be distinguishable.
Actionable; Effective programs can be formulated for attracting and serving the segments. The company can operate in all but pay attention to local variations. The basis for segmentation is location. Each branch or group of retail outlets could be given mutually exclusive nl areas to serve. The supermarket chain can then make more effective lo use of target marketing to cover the market available. The obvious l advantage to customers is ease of accessibility of retail outlets.
Research has shown that one of the major reasons w why customers choose particular stores in which to shop is convenience w of access.
Consumer wants and usage rates are often associated with demographic variables hence they are the most popular bases for distinguishing customer groups. Demographic variables are also easier to measure. It involves dividing buyers into different groups based on personality and life style. For instance some are tradition- oriented while others are sports or religious oriented.
Marketers can endow their products with a brand personality that corresponds to a target consumer personality. Tommy Hilfiger for instance suggests a co personality that is youthful and exciting. Society is continually transforming and social media are accelerating the process.
They are vehicles for communication and they cannot be classified as good or bad, but people can evaluate their use. They have contributed to changing the interactions of people and the way people do business Aren't you ready to take your Network Marketing business to the next level? Don't concentrate so much on finding the time and the budget for social media. Focus instead on the integration of mobile marketing and social media into your business. You may be surprised to find out the things that you are currently unable to do because you are not yet mobile-marketing friendly.
Concentrate on leveraging what you can. When sending out messages for mobile marketing, let your customers know that you are sending out messages for a special mobile marketing promotion. You might have to create your own excitement about it by generating flyers and submitting press releases. It does not matter how you get the word out as long as it gets out.
Personalize your message as much as possible. Use mobile marketing platforms capable of inserting tokens into your message so you can add the customer's name into your marketing piece. Personalized messages have a higher response rate than impersonalized ones.
Be sure to allow enough characters for the name or your marketing text will be cut off. Michelle Mopkins Certified tips provider. Use the information that you learned from this article to build a successful mobile marketing plan. These tips are going to help you make the most of the efforts that you put in to the marketing for your business.
Use them all wisely to help you get the word out about the things going on with your business. Open navigation menu. Close suggestions Search Search. User Settings. Skip carousel. Carousel Previous. Carousel Next. What is Scribd? Explore Ebooks. Bestsellers Editors' Picks All Ebooks.
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