Prof. (Dr.) Amit Jain - Marketing VS Positioning
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This document discusses digital marketing strategies and tools. It begins by defining marketing and digital marketing. It then compares traditional marketing concepts like the 4Ps to digital marketing approaches. It outlines key digital marketing objectives like reaching the right audience and generating return on investment. It also describes important digital marketing tools and strategies for generating traffic, capturing customer information, nurturing relationships, converting customers, and retaining customers. These include search engine optimization, social media marketing, email marketing, and content marketing. The document emphasizes that digital marketing requires an optimized strategy to achieve business goals.
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Prof. (Dr.) Amit Jain - Marketing VS Positioning
- 2. Supported by 2 TOPIC SUB HEADING Marketing v/s Positioning August 20, 2019 Prof. (Dr.) Amit Jain Pro-President Amity University Rajasthan Supported by
- 3. Supported by 3 The Sound of the Forest The story of King Ts’ao, Prince T’ai and Master Pan Ku…………………………………. “I could hear the cuckoos sing, the leaves rustle, the hummingbirds hum, the crickets chirp, the grass blow, the bees buzz, and the wind whisper and holler.” “when I listened most closely, I could hear the unheard—the sound of flowers opening, the sound of the sun warming the earth, and the sound of the grass drinking the morning dew.” “To hear the unheard,” remarked Pan Ku, “is a necessary discipline to be a good ruler. For only when a ruler has learned to listen closely to the people’s hearts, hearing their feelings uncommunicated, pains unexpressed, and complaints not spoken of, can he hope to inspire confidence in his people, understand when something is wrong, and meet the true needs of his citizens. The demise of states comes when leaders listen only to superficial words and do not penetrate deeply into the souls of the people to hear their true opinions, feelings, and desires.”
- 4. Supported by 4 Marketing and Digital Marketing • Marketing- is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals – American Marketing Association • Digital Marketing- the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties
- 5. Supported by 5 Traditional Marketing Concepts and Tools • Segmentation, Targeting and Positioning • Value and Satisfaction (Mc Donald's-QSCV) Value = Benefits / Costs = (Functional benefits + Emotional benefits/ Product+Service+People+Image) / (Monetary costs + Time costs + Energy costs + Psychic costs)
- 6. Supported by 6 Traditional Marketing V/S Digital Marketing Source: Kotler et al (2016)
- 7. Supported by 7 Four P’s And Four C’s ? • Product- Co-Creation • Price- Currency/Cost (Dynamic) • Place- Community/Convenience (Aggregator) • Promotion- Conversation/Customer Reviews • Customer Care- Collaboration
- 8. Supported by 8 Digital Natives Around the World
- 9. Supported by 9 Re-thinking Channels/Promotional tools – Digital Vs Physical Traditional Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Interruption based New Inbound Marketing • SEO / SEM • Blogging • Social Media • RSS (news feeds) • Content marketing (Content is the new Ad, # is the new tag line • Viral videos Permission based
- 10. Supported by 10 Digital marketing objectives One way to make sure you are found on the web is with an optimized digital marketing strategy. Most digital marketing strategies and campaigns have following 5 objectives. Reaching the right audience To engage with your audience To motivate your audience to take action Efficient spending on your campaign Return on investment (ROI)
- 11. Supported by 11 Digital Marketing Tools- What does digital marketing consist of? Website design (user experience) Search engine optimization (SEO) * Pay per click (PPC) * Social media marketing (SMM) * Email marketing Display advertising (banner ads) Affiliate marketing Content marketing Online reputation management (ORM) Community Building Retargeting Go Mobile
- 12. Supported by 12 Digital Marketing Success • Generate Traffic- How do potential customers find you? (Aware) • Capture Information- What are you doing to get potential customers contact information? (Appeal) • Nurture Relationship- People do business with People they know, like and Trust- How are you building that relationship? (Ask) • Convert Customers - Make it easy for customers to enroll with you (Act) • Retain & Review - It is 10x cheaper to keep a current family than to enroll to a new family (Advocate)
- 13. Supported by 13 Generate Traffic • Winning Website Need to make it easy for potential customers to understand what you can do for them. • Search Engine Optimization(SEO) Art and Science of helping search engines understand what your website is about.
- 14. Supported by 14 Generate Traffic • SEM/Pay-Per-Click Google AdWords, Yahoo/Bing, Banner Ads. Targeted ads to your ideal customers when they are looking for you to help them. • Social Media Facebook, Instagram, etc. Social media is where people socialize. Includes looking for ideas and recommendations.
- 15. Supported by 15 Generate Traffic • Be Found on the Map Google (Private School Reviews) People search map for local business and services. Customer Reviews
- 16. Supported by 16 Generate Traffic • Search Engine Optimization(SEO) Art and Science of helping search engines understand what your website is about. Keywords- The words that searchers would type into Google to solve their pain. Need to have keywords on your pages. Need to have keywords in your meta data (title and description) Links to your website.
- 17. Supported by 17 Generate Traffic • Search Engine Marketing (PPC) Google AdWords, Yahoo/Bing, Banner Ads. Targeted ads to your ideal customers when they are looking for you to help them. Target search terms (keywords) and target website frequented by your customers. PPC is great because you can track the results of your marketing spend
- 18. Supported by 18 SEO / SEM SEM/PPC SEO
- 19. Supported by 19 Social Media Introduction • Shares • Likes • Comments • Followers • Mentions • Links
- 20. Supported by 20 Facebook Creating Profile, Page, Content development Buzz creation Integration page with other social media channels Post updates with links to the desired landing page Joining groups and pages Adding members, Starting discussions, Sharing links Creating Facebook “like” button and badge, to place it in the website and blogs Run contests, promotional campaigns, polls… Video & Photo sharing via YouTube/Flickr apps ( for viral campaigns) Document sharing ( pdf, ppt, whitepapers, brochures, notes..) Customized contact form/ registration form Promote blogs/feed Adding custom tabs Tagging use of various external interactive Apps……………………….
- 21. Supported by 21 LinkedIn Creating profile Creating company page Integrating profile with other media channels Add connections Join Groups Targeting and networking with the influencers Starting Discussions in groups Active participations in relevant Q&A’s Publish Press release Create polls Launch and promote events Submit feeds Share presentation Integrate blogs to the profile Share likes………………………………………..
- 22. Supported by 22 Capture Information • 97% + people who NEED YOUR SERVICES will leave your website without contacting you. • Irresistible Free Offer (IFO) People Will Not Give Up Their Privacy Unless You offer Them Something of Greater Value. • Landing Pages Dedicated page to gathering people’s information. Can be a part of your website or stand alone.
- 23. Supported by 23 Nurture Relationships • People do business with People they Know, Like and Trust • The good news is you only need to build the contact once then automate the system. Email autoresponders can send emails for you automatically. 0-30 Days • Rapport building • Goodwill building • Sales information • Templated sequence 30+ Days • Newsletter(weekly) • Entertainment(40%) • Information(40%) • Sales(30%)
- 24. Supported by 24 Convert Customers “ Nothing Happens Until a Sale in Made” • If you believe what you are offering is good then it is your responsibility to ensure your customers buy from you and that so today.
- 25. Supported by 25 Retain & Review Three ways to make More Money in a Business (And Only 3 ways) 1. Sell to more people 2. Sell at a Higher Price 3. Sell More to your Current Customers 10 times less expensive to sell to an existing customer than to acquire a new customer.
- 26. Supported by 26 Retain & Review • The majority of customers (80%) leave a business not because they are unhappy but because they are feel forgotten! Stay top of mind Newsletters Checking-in email/ calls/ letters Thanksgiving Birthday Anniversary with school/Special events
- 27. Supported by 27 References Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional to Digital. Wiley. [Attract more families ]. (2017, May 25). Circle of Success in private School Marketing [Video file]. Retrieved from https://www.youtube.com/watch?v=bM0V-JEpvkk&t=63s https://learndigital.withgoogle.com/digitalgarage/courses/digital_marketing Izhar, O. (2007). The incorporation of market orientation in the school culture. International Journal of Educational Management, 21(4), 292–305. Kim, W.C., Mauborgne, R.A. (1992). Parables of Leadership. Harvard Business Review The brand names and logos used in the PPT for illustration purpose are Trademarks and Copyrights of their respective organizations and are duly acknowledged
- 28. Supported by 28 THANK YOU Email: pvcaur@jpr.amity.edu Mobile: 9784963090