Whatismarketing? — infographics©litemoon 1/103

What is marketing? — infographics © litemoon 1 / 103


We are a Web-development company.Started in the 2000s→ landscape was different.

More and more website→ close to 2 billions today.

To stand out in Google (and for your users anyway):→ You must have a fast, user friendly interface→ This interface should be filled with unique and relevantcontent. Good copy, the right photos, the right video,…

About us


We have to get involved with businesses tounderstand how they work.

→ Sometimes basically create a marketingstrategy if they don’t have one.

That’s what we’ve been doing more andmore over the years.

Today I'm not going to talk much aboutWebsites, but more about marketingstrategy and marketing in general.

How to createthis “goodcontent”?


1) Marketing ≠ Branding ≠ Advertising.2) The power of Marketing.3) The power of Advertising.4) The power of Branding.5) Actionable tips.

Plan


VisibilityMarketing ≠Advertising ≠Branding.

Marketin

g

1.



Marketin

g

Marketin

gAdvertising

Strategy

1.



Marketin

g

Marketin

gAdvertising

Strategy

1.

Brand→Brand = what the pilotis thinking and feelingabout this iceberg.→Angle of approach→Doesn’t like it,maybehe lost his great grandmother in theTitanic.


Debunk…

None of those logos(or any logo) is abrand.



Marketin

gVisible

identity

Strategy

1.

(Branding = “Art” ofsteering a brand).

Brand

Bran

din

g

Marketin

g

Advertising

Strategy


HOW TO PLAYMARKETING - LITEMOON INFOGRAPHICS

MARKETING

Where tospend yourattention.Marketing ≠ Advertising ≠Branding.



MARKETING

MarketingStrategyGet the right angle




MARKETING

Advertising

MarketingStrategyGet the right angle

Impact point




MARKETING

Advertising

MarketingStrategy

Branding

Get the right angle

Impact point

Spin effect conveyed (to the viewer)



2.MarketingStrategy


Audience

Business

Context

a.


Audience

Business

I have a vision!

Context

a.→ Do I have a goal other thanmaking profit?→What are my capabilities?


Audience

Business

I have a vision!

Why should I care?

What are theexpectations?

a.

Context

→ Do I have a goal other thanmaking profit?→What are my capabilities?

→ Any unattended needs→ Any hidden needs?→What can make life easier?

Awareness


Audience

Business

I have a vision!

Why should I care?


a.

Context



Obvious need:→Know what time it is.Hidden need:→Obtain a status.Being seen as successful.

Rolex core valueis achievement.

Most accurate watch

Awareness


Audience

Business

I have a vision!

Why should I care?


a.

Context



Obvious need:→Going from A to B→Pricing

Our brain hate incertitude. It'sinherent to any human being.Hidden need:→ See in real time where our taxi iswhile we wait.

Make life easier for your Audiencein a unique way.

Awareness


Audience

Business

I have a vision!

Why should I care?


a.

Context



Awareness


Audience

Business

I have a vision!

Why should I care?


What do Ido betterthan others?

Context

I already provide great service!

Who is already there?

What’s the trend?Marketing strategy

a.

Focus all your efforts on this area!This is your pressure point.

Specialization+ Differentiation



Market fit

Awareness


Audience

Business

Context

a.

Forces at play→Go towards your audience.→Go towards more differentiation.

Forces at play→Goes towards your audience.→Goes towards imitation.

Forces at play

Beyond irrational behavior…→ Follows the best offer.→What fulfill their needs.→What makes life easier.

Awareness

Market fit

Specialization+ DifferentiationUniqueness.


1870Emulsion plates


Business

“A good reputationcan be measuredwith your ability toimprove the lives ofothers”

Audience

1885Georges Eastman

Context


Audience

Business

Violentmarketdominance.

?


1870

Emul

sion

plat

es

1885

Geo

rge

East

man

1900

$1ca

mer

a

Womenempowermentin a mandominatedsociety.

b.

How

Kod

aklostit.


1870

Emul

sion

plat

es

b.

How

Kod

aklostit.

1885

-193

2G

eorg

eEa

stm

an

1980s→Change of mind,buttoo late.Polaroid wins court case,Kodak Pay 3M Dollars and can’tuse Polaroid’s tech.

1950 - 1980Edwin Land→ PolaroidKodak only sees the invention as a threat totheir core product and market dominance.Profit > Vision

>

?


Context

Audience

Business

?


?

1870

Emul

sion

plat

es 1970→2006Steven Sassone1st. numeric cameraKodak only sees the invention as a threat totheir core product and market dominance.Profit > Vision

b.

How

Kod

aklostit.

1885

-193

2G

eorg

eEa

stm

an

>


Context

Audience

Business

?


? ?

1870

Emul

sion

plat

es

2000Kodak = 70% turn-over = film/papersales,not adapted.

2008

Smar

tpho

nes

Soci

alne

twor

k

2012

Bakr

upt

b.

How

Kod

aklostit.

1885

-193

2G

eorg

eEa

stm

an


Audience

Context

Business

No!

c.What can we learnfrom this?


Audience

Context

Business

No!

c.Is there a recipe forgood marketing?

Audience

Context

Business

Yes!


Marketing strategy→ business strategy?If you need to sell something to someone, aproduct, a service, whatever it is, the marketingstrategy should be the foundation of yourbusiness strategy, and not the other wayaround.

Hey, but wait a minute...


Audience

Context

Business

Yes!

c.

- Is Tesla stock overvalued?- Competitors BMW, GM, Japan, …are now building great electric carstoo.→ Remind everyone what makesTesla different:Tesla becomes an AI companyovernight. (Leader in self driving)


Audience

Context

Business

No!

1)Understand real needs, fromyour audience.Try to facilitate the life and/or solve aproblem for youraudience.AUDIENCE/USER FIRST.

2) Findwhat youhave tooffer (and canoffer) as a uniqueand credible solution to those needs (business flexibility).

3) Put your offer in front of the right eyes (advertising).

A Good Recipe:

c.Is there a recipe forgood marketing?

- Is Tesla stock overvalued?- Competitors BMW, GM, Japan, …are now building great electric carstoo.→ Remind everyone what makesTesla different:Tesla becomes an AI companyovernight. (Leader in self driving)

Audience

Context

Business

Yes!


3.Advertising


Basic

psycholog

y:7tip

s


Basic

psycholog

y:7tip

s


Basic

psycholog

y:7tip

s


Basic

psycholog

y:7tip

s

Bad news spread waybetter onTwitter.

We inherit this from our ancestors:→To survive you had to pay more attention tothe tiger on your left than the bush full of nicestrawberries on your right.


Basic

psycholog

y:7tip

s


Basic

psycholog

y:7tip

s

→Message

→There’s a whole scienceabout story telling,greatted talks if you areinterested.

→Music


Basic

psycholog

y:7tip

s

→ Strategy (easier to sellexisting clients).

→Webdesign,fill in a formof 30 fields?→ Start with a pageshowing only 4 fields, and26 on the second page willraise your chances.


Good enough tocreate efficientads?Well… No.By far not…


Large Volume of Information

The average human (American) being is exposed to 4,000 to10,000 ads per day (2020).

Youtube:500+ hours of content uploaded every minute.Every 24h = more than a lifetime videos to watch.

Facebook, Linkedin,Tiktok, Instagram,…Similar issues.→Algorithms (automated programs)

a.

Econ

omy

ofA

tten

tion


Limited Capacity

Our brain is very good at filteringinformation.We do this all day.Habituation (like driving a car).We are good at ignoring things.People are immune to“Classic/fit-in advertising”.

Large Volume of Information

The average human (American) being is exposed to 4,000 to10,000 ads per day (2020).

Youtube:500+ hours of content uploaded every minute.Every 24h = more than a lifetime videos to watch.

Facebook, Linkedin,Tiktok, Instagram,…Similar issues.→Algorithms (automated programs)

a. b.

Econ

omy

ofA

tten

tion


CurrentTrend→Too many ads.→Algorithms are dictating contents andformats.→Who/what decides how algorithmswork? (Algos. are based on humanpsychology, since the product is human -currency = human attention).→Privacy concerns are on the rise.→Ethics questions are on the rise (Algos.Havea tendency to amplify click bait, fake news,…).

c.

Econ

omy

ofA

tten

tion


Not made for your product.

Product placementsThis conferenceSponsorship…

Badadvertising tells stories aboutproducts.Goodadvertising uses theproductsto help tell a story.

Even in frontal ads, try not to talkabout your product.Instead, talk about your prospectfirst, talk about their problem,desire,needs or aspirations.

Made for your product.

AdsA journalist writing an article aboutyou.WebsiteSocial MediaT-shirtsEmail marketing…

Frontal Advertising Insidious Advertising

d.

Try tobring immediatevalue to the right audience.

- Entertain- Be useful- Catch attention (!!! ruledbynovelty and constantoverbidding to catchattention).


Get attention…get attention…

Then can we createa deeper emotionalbound?Yes!What if people like the ad betterthan the product?→ Let’s have a look at an historical ad.


1959

BillBernbach

The bigger the betterFull of superlativesThe best car ever…


1959

BillBernbach


1959

BillBernbach


Brand

4.Branding


a.Are top sellingproducts on topbecause they arethe best?


Detective novel “Flop”.With negative reviews.

Apr

il20

13a. Are top selling products on top

because they are the best?


Patrick Juola and hisJava GraphicalAuthorship AttributionProgram.


July

2013

Apr

il20

13a. Are top selling product on top





July

2013

Apr

il20

13a. Are top selling product on top





July

2013

Apr

il20

13

24 hours. Followed by mostly positive reviews.

a. Are top selling product on topbecause they are the best?




July

2013

Apr

il20

13

24 hours. Followed by mostly positive reviews.

Not the first time weobserve this phenomenon.Asch (1951)Duncan Watts (2004)

Social influenceCognitive biasPerception has to do withpsychology.

a.

?

Are top selling product on topbecause they are the best?


b.

1970sCoca Cola big

1975Pepsi challenge 1980s

Almost acentury


b.

1970sCoca Cola big

1975Pepsi challenge

1980→ 1984Coca market shares keep ondropping, while Pepsi“explodes” - Pepsi “newgeneration campaign”.

Coca = better priceCoca = better distributionCoca = bigger ad budgetCoca < Pepsi taste→must be the issue!

Almost acentury


b.

Apr

il19

85ch

ange

reci

pe

1970sCoca Cola big



Coca = better priceCoca = better distributionCoca = bigger ad budgetCoca < Pepsi taste→mustbe the issue!

Almost acentury


b.

Apr

il19

85ch

ange

reci

pe

Crisisdemonstrations,letters, calls, (hire psychologists)people buy all oldCoca Cola bottles they can find.

1970sCoca Cola big




Almost acentury


b.

Apr

il19

85ch

ange

reci

pe

Cri

sis

dem

onst

ratio

nsle

tters

,cal

lspe

ople

buy

allo

ldC

oca

Col

ahi

reps

ycho

logi

sts

Like if people were reminded howimportant Coca Cola was in theirculture.

1970sCoca Cola big




Almost acentury


b.

Apr

il19

85ch

ange

reci

pe

1987

wal

lstre

etjo

urna

lbl

ind

test

ing.

Cri

sis

1970sCoca Cola big




Almost acentury

Nostalgia

2002 2019


Even people’s taste was influenced bythe brand.

Coca-cola can’t decide for otherswhat’s best. It’s happening in theaudience’s mind.

b.

??

Apr

il19

85ch

ange

reci

pe

1987

wal

lstre

etjo

urna

lbl

ind

test

ing.

1970sCoca Cola big




Almost acentury

2002 2019

Nostalgia

Cri

sis


c. Consumers

Business

RelationshipEmotionalexperienceresulting fromall interactions.

!=

IdentityRecognizable handle.

?

!=

Presence incollective mind?

A brand only residesin the mind of theaudience.

Brand is not directlyowned by the business. It’sat the service of thebusiness. It belongs to theaudience.

Like a trust fund? (but I’mnot an economist).

Coca Cola valued at 175Billions (75 billions in thebrand).


c. Consumers

Business

Campaigns


!=


?

!=



Listen&steer


c.

→ It only exists in themindofpeople. It’s like a reputation.→Brandhas a value (brandequity).→ It’s possible to steer abrand.

Consumers

Business

Campaigns


!=


?

!=



Listen&steer


d.

1→Awareness (“Comes to mind, looks OK”)

Subjective* levelsin brand presence:

Company/product has repetitive

exposure.

“Let’s try; why not?”

MoreTrust.


d.


2→ Satisfaction (“That works for me!”)



exposure.


“Will buy again…”

Company/product

Creates satisfaction.

MoreTrust.


d.



3→Delight (“This is exciting”)



exposure.



“I’ll tell all my friends”

MoreTrust.

Company/product is consistent,

familiar,delightful.

Creates excitation.Buy the next

product (Apple watch)

Company/product



d.




4→Engagement (“Emotionally attached”)



exposure.




“Can’t live without my HarleyDavidson”

“I hate Apple!”

MoreTrust.

*Brandsareuniquelypositioned ineverybrain!

Company/product stand for something

bigger,has strong values, integrity.

Creates strong emotions.

Creates spontaneous ambassadors, a

real lifestyle.

Company/product







d.




4→Engagement (“Emotionally attached”)



exposure.




“Can’t live without my HarleyDavidson”

“I hate Apple!”

MoreTrust.

*Brandsareuniquelypositioned ineverybrain!

Company/product stand for something

bigger,has strong values, integrity.

Creates strong emotions.

Creates spontaneous ambassadors, a

real lifestyle.

Company/product







e.

Initialimpression

People are immune to“fit-in advertising andbrands”.

Impressionmanagement

“Stand-out brands”stick to people’s minds.

Get noticed

People are more indulgentwith strong brands.

Take the risk to be different.

Critics are also unavoidablefor strong brands.A reasonable percent ofcritics shows the brand isstrong and healthy.

Established mental imagewill shape future interactions.

Psychologicalfilters- Halo Effect- Endowment effect- Escalation of commitment- Cognitive fluency- Emotional proximity…

Establish and steer.


InitialimpressionEstablished mental imagewill shape future interactions.


OIf you admire or like a person for acompetence, you have an automatedtendency to assign other qualities andcompetences this person. It’s inherent tothe human brains.

Example:→ Let’s say you think I’m good inmarketing, you will have a naturaltendency to think that I could also begood at other things like drawing…whichI’m not.

→Apply to a business.If you can focus at being very good andspecialized in one field,people will cometowards you with other needs anddemands.

→ Focus on a niche,and the rest will comeautomatically.


e.

Initialimpression

Stand for something,often outside your category.Apple = creativity.Nike = athleticism.Harley Davidson = freedom.Volvo = safety.…




Get noticed

Resonate

Tip:- Do not try to be everything to everyone.








e.

Initialimpression

Stand for something,often outside your category.Apple = creativity.Nike = athleticism.Harley Davidson = freedom.Volvo = safety.…




Get noticed

Resonate

Tip:- Do not try to be everything to everyone.




Toestablish and steer abrand:→Address a very specific audience.→Genuinely stand for somethingbeyondwhatyou sell.→Bebenevolent andhonest - cultivate trust.→Standout.→Be consistent over time.

Essential helpers:→Make sure yourmarketing strategy is in place.→Apply theoutcomeof the strategy -with goodexecution - fromproduct design, servicedesign,to graphic design.





Involved cognitive effects:

1→Frequency illusion(What you start noticing - or just picked your interest - seemseverywhere all of a sudden).

2→Mereexposure effectIndividuals showan increased liking/preference for astimulus as a consequenceof repeatedexposure to thatstimulus. (1968 - Robert B.Zajonc)

3→ Illusory truth effect (Information repetition)

Important notes:

- Don’t becomea spammer!Don’t bang the samedrumthrough the same channel.Keep themessagebut changethe format, and create new stories.

- Spaced repetitions are usuallymore effective thanmassedrepetitions.

- Themere exposure effect tends tobe strongestwhen theperson is not consciously awareof the stimulus presentations(“insidious” advertising)

f. Why consistency works inmarketing?


Stick as much as possible to your mission,values, vision statements.

Tools:→Visual identity guide→Verbal identity guide→…

I’m just going to scratch the surface and talksabout color and shape,as examples.

How to keepconsistency?


→Not scientific psychology

But color is important in perception.(Jean-Gabriel Causse - TedTalk).

To choose color(s):→Use a context→Prioritize strategy

ColorIn our brain,perceptionstarts with color.


Simple

Memorable

Timeless

Versatile

AppropriateIs the emotional reactionaligned with strategy?

Unusual enoughto persist in minds.Avoid generic.

Recognizablein any size,orientationand in one color.

Avoid trends.Persistent overtime.

Easy to read,quick to perceiveand repeatableanywhere.

“Logo is notcommunication,logo is identification”— Sagi Haviv

Shape.→Have a distinctive identity.→ Logo is not everything, just avisual handle for your brand.


→Base identity decision on strategynot on artistic taste.

Doesn’t mean it has to be ugly!→ Follow strategic and scientificprinciples…


Legibility in small scale



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Iden

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BiscayHex: #203364C:100 M:90 Y:32 K:22Pantone: 3597 C

SaplingHex: #E0CEA4C:12 M:16 Y:38 K:0Pantone: 468 C

NeonCarrotHex: #F7942FC:0 M:50 Y:92 K:0Pantone: 3588 C

ParchmentHex: #EFE8D5C:6 M:6 Y:16 K:0Pantone: Warm Grey 2 C

AtlantisConiferHex: #9DCB3BC:44 M:0 Y:100 K:0Pantone: 2299 C

FlamePeaHex: #D65136C:11 M:83 Y:87 K:2Pantone: 7417 C


Don’twait tohitthe ground.

Peta

luse

s


Icon

s




mhf.sx


→Great identity examples (beyond visual identity)

Starbucks, IBMonline style guide.

https://creative.starbucks.comhttps://www.ibm.com/design


h.Internal advantages ofestablished brand.

Alignment.

→Mission, values, vision statements can help decide when achoice is difficult.→ Easier to have everyone on the same page in the company.→ Act as a motivational tool within an organization.→ Help attract appropriate talent.→ Provide a stable framework that can outlast internal changes.


5.ActionableTips


When/where to start?

a.

→Start as early as possible.Marketing strategy can impactyour business strategy.

→Order:1)Marketing/brand strategy first.2) Branding.3)Advertising.

→Start from the clients/potential clients/audience.

→Try not to ask:- Howcan I go fromAtoB formymarketing?

→Try to ask:- Howcanmybusinessmakemyaudiencego fromAtoB ina uniqueway?


Interview your audience.

b.

→Don’t over-rely on surveys,online comments, reviews,etc.These tools are informative,but biased.

→Havegood conversation(s)with your audience.

→Have agood conversation(s)withwhomever is themost in contactwith your audience.

→Try to find theproblems your audience could have.

→Don’t trustword forwordeverything your audiencetells you.

→Try to find thedeepest andhiddenneeds.


→Bewareof theDunning-Kruger effect.

→There is nomagic recipe thatworks for allorganizations.Don’t get sold onmagical products.

→Do spend time, thoughts and/or hire aprofessional tobuild amarketing strategy (seeprevious slide aboutmarketing strategy).

→ If you hire amarketingprofessionalmake sure he/shehas an interest in understandingor creating yourstrategy.He/she shouldbe your ambassador.

Hiring someone to help?

c.

What is marketing? — infographics © litemoon 100 /103

→Understandwhat drives your audience.

→Be very clear andhonest about your organization'sgoals, ambitions and capabilities.

→Review themarket andmake sure youunderstandwhoelsedoeswhat youdoandhow theydo it.

→Differentiate yourself.

→Repeat the strategy if necessary.

Magic recipe that worksfor all organizations*.

d.

*Most of the time. *The strategy phase.

Audience

Context

Business


→Establish brand values (after going through strategy).Those shouldbe important to you and to your audience.

→Use your values correctly.Be committed to thosevalues.Values couldbeused to hire for example.Valuesshouldbe considered inmost important businessdecisions.

→Build your unique appearance and languagewith astrong identity.Visual identity includes a logobut notonly.

Establish a brand.

e.


→Themessage, the uniqueness of your ads shouldcomeas a logic choice (andnot an artistic one) after thestrategyphase.

→You should adapt yourmessage anduniqueness tothe chosen advertisingplatform.

→Whenpossible,use availablemeasurement tools toevaluate each campaign.

Spread the word.

f.


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