24
Intro to Marketin g Moataz Mahmoud Social Media Manager at Oxygen
| Date post: | 23-Feb-2017 |
| Category: |
Marketing |
| Upload: | moataz-mahmoud |
| View: | 172 times |
| Download: | 0 times |
Intro to
Marketing
Moataz MahmoudSocial Media Manager at
Oxygen
Agenda• The Importance of marketing for a business.• Marketing, sales, and advertising.• Concepts.• The importance of planning in marketing.• The most important component of marketing.• Inbound Marketing.
The importance of marketing for a business• First of all, marketing is a life science!• How much do you think companies are spending in marketing?– 46% of large scale businesses budget is spent in
marketing.– 73% of startups budget is spent in marketing!
Marketing, sales, and advertising
• Marketing: a form of COMMUNICATION between you and your customer, with the goal of selling your product or service to them.• Sales: A form of marketing communication when selling a product or service for money.• Advertising: A form of marketing communication used to promote a product or service.
Some important Concepts• Market Size.• Target Market.• Market Share.• Upselling and down selling.• B2B, B2C, & B2B2C.• Business different sizes.
– Large scale business.– Small scale business.– Scalable scale business.
• Where does each of your clients fit?
The importance of planning in Marketing• Clarifying the business objective.
The importance of planning in Marketing• Realizing the importance of the innovation team.– Marketing executives are busy people.– They are identifying emerging opportunities,
meeting with start-ups and running test-and-learn programs to evaluate their true potential.
– Of course, most of these will fail, but the few winners will more than make up for the losers.
– Once an emerging opportunity has performed successfully in a pilot program, it can then be scaled up and become integrated into the normal strategic process as a viable tactic to achieve an awareness, sales or advocacy objective.
The importance of planning in Marketing• Decuple strategy and innovation.
– In many organizations, strategy and innovation are often grouped together because they are both perceived as things that “smart people” do.
– A good strategy is one that achieves specific objectives.
– Innovation, however, focuses on creating something new and creative.
– So, failure must be an option. But wisely!
To know where are you now!
The most important component of marketing
Competition Analysis
The most important component of marketing• One common and useful technique is constructing a competitor array. The steps include:– Define your industry - scope and nature of the industry.– Determine who your competitors are. (Market research).– Determine who your customers are and what benefits they
expect. – Determine what the key success factors are in your industry.
(SWOT Analysis).– Rank the key success factors by giving each one a weighting
- The sum of all the weightings must add up to one.– Rate each competitor on each of the key success factors.– Multiply each cell in the matrix by the factor weighting.
The most important component of marketing
Key IndustrySuccess Factors
Weighting
Competitor
#1 rating
Competitor#1
weightedCompetitor#2 rating
Competitor#2
weighted1 - Size of business 0.4 6 2.4 3 1.22 - # of fans 0.3 4 1.2 5 1.53 – Customer focus 0.2 3 0.6 3 0.64 - Product innovation 0.1 7 0.7 4 0.4
Totals 1.0 20 4.9 15 3.7
The most important component of marketing• You MUST prepare your own statistics before!• Someone (or a team) other than that who prepare our statistics will prepare the competitors one.• It’s all about experience.
– After one, two, three … analysis and go on, your level should be raised up. So try to focus on specified category. And it’s preferable to be specialized in a town or city also within this category.
Inbound Marketing• What’s inbound marketing?• Some inbound marketing statistics.
– Top inbound marketing priorities.– Top inbound marketing challenges.– Full-time employees at marketing agencies.– Top customer resources.
• Customer-centric company.• Inbound Marketing test cases.
What’s inbound marketing?• Inbound marketing is a strategy that involves
attracting and converting visitors into customers through personalized, relevant information and content - not interruptive messages - and following them through the sales experience with ongoing engagement.
• “Content is King” needs to be paired with the phrase “As Long as Someone is Actually Listening.”
What’s inbound marketing?
Customer-centric company
Top Inbound marketing priorities
Top inbound marketing challenges
Full-time employees at marketing agencies.
Top customer resources.
Customer-centric company• It’s not just that “the customer is always right”;
according to inbound marketing principles, the customer is the beginning and the end of the equation.
• Putting the customer first means making the customers’best interests the guiding force behind all your business decisions.
• Customer-centric marketing directly works to meet and serve the needs of its customer base by offering them thought leadership content and educational material, rather than content that pitches your wares.
Inbound Marketing test cases.• Vodafone Egypt.• Abou Gazya.• Samsung Egypt.• Souq.com.• NESCAFÉ.• Coca Cola and McDonald’s are the leaders in inbound
marketing.
