Well, what exactly do you mean by becoming a Brand ?
A product which has a large consumer community who hardly gives a thought
about the second option ;Right ?
Or may be a product which has made its place in the market in such a way
that consumers just go for it by its name …
Scott Cook says :
“A brand is no longer what we tell the consumer it is —
it is what consumers tell each other it is.”
yesss… many thoughts like this but make it very simple ….in my words
A BRAND IS :
A Brand Sells PRODUCT & A Brand gains TRUST
Isn’t it sounding cool and simple ?
But it’s not that simple the way it sounds .
Lets have an outline of this process step wise :
- Idea Generation
- Positive Inputs /Negative inputs
- Product on table
- Product in the Market
- Revenue generation
This is a very simple framework :
conversion →of idea → to product and product → to money .
So where is the challenge ? Well at every step we have challenges
but if you want to be an entrepreneur you have to overcome all the obstacles …right ?
Of Course Yes !!! And this is in our hands.
Then what is the issue ?
Well the main challenge is selling the product in the market ……
MARKETING : this is the main key to success and
main area of concerns as well.
Market is flooded with similar kinds of products so we have to make
some features of our product different from others and we have to do
the marketing of USPs of our products . Now the question is how to create USPs and how to do the Marketing .So I’m going to brief you on the fundamentals of Marketing. In this article I will explain few concepts of Marketing
- Definition of Marketing
- Aspects of Marketing
- Science of Marketing
- Types of Marketing
- Tools of Marketing
WANT to ACCELERATE Your BUSINESS
WANT to GENERATE More REVENUE
COME With me TASTE Your SUCCESS
HAVE a dive UPDATE Your VALUE
So before taking you to the world of MARKETING I would like to quote
Alvin Toffler here first :
The illiterate of the 21st century will not be those who cannot read and write,
but those who cannot learn, unlearn, and relearn.
Isn’t this quote so relevant in the present scenario ; in this age of Information and Technology
when everything is getting upgraded on a very regular basis be it any app be it any software ,
your gadgets even your wardrobe then why not upgradation of your knowledge , of your skills ???
And today when at each step we have competitors we just can’t sit with our so called bookish
knowledge what we have learnt in our last universities ….. No … we need to upgrade ourselves
in fact we are required to upgrade our skills with time, with new experiments,
with new information , with new requirements etc etc IN SHORT we need to RELEARN .
“Learning is an ongoing Process”
Questioning is the first step of learning
So Let’s start with a question: what Marketing does mean ?
There are many answers to this particular question , let’s make it very simple.
A layman answer of this is that through
Marketing we create awareness about the product in the market and try to
grab the attention of consumers and try to convert them to our customer .
Here I would like to quote Philip Kotler for a better understanding ; who defines
marketing as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit.
Marketing is a vast area to be mastered :
we need to learn and master the fundamentals &principles of marketing .
Marketing depends on :
- Human psychology
- Concepts of sociology
- Needs of customer
- Conspicuous consumption
- Global Economy
- Economy of particular countries where product has to be sold
- Paying capacity of consumers
Actually a very common thinking is that marketing is all about Creativity
but contradictory to it “ law of Marketing “ is based on science ,
it starts before a product is created .
When a product is conceptualized the foundation thought process is
“ Understanding of customer , their need , their requirement “.
Here I will simplify it with an example .
Pears Soap long ago was made to cater a highly paid customers and for this particular
product they had a particular market ; a limited market with high paying customer
and a profitable business converted into a brand .
So this product already had a marketing strategy .
On the other hand Nirma is a product made to serve a larger community with low price
and for this product also a marketing strategy was there in mind ;
that was to reach in every house of a particular community
So this is a completely statistical Marketing .
Marketing is about communicating the right message to the right person at the right time .
Marketing is targeting the consumer arena , focusing on domain ,
touching or contacting the consumer’s mind and converting them to a
valuable customer.So basically marketing is rooted in human psychology ,
it is based on perception . One needs to understand the trend of the market ,
create a perception for products and make customer .
To understand creating perception we need to understand this quote by
Peter Nivio Zarlenga
“In our factory, we make lipstick. In our advertising, we sell hope.” —
this is marketing !!!
So if there is a question in your mind “Why to study marketing ?”
the answer is here only
Marketing is an essential part of business .
It has a long shelf life. It was there long back in different forms and it will be there…,
yes, medium will keep changing. If product is there, marketing has to be there .
Even if you are founder of a company you should know the basics of marketing ,
one can not outsource it completely . So one should study Marketing and its new
tools as well .
TYPES OF MARKETING
Basically there are two types of marketing :
- TRADITIONAL MARKETING : It does mean that this is an old fashioned way of marketing ; basically it refers to any type of marketing that isn’t online. This means print, broadcast, television ads , through radio ,phoneand outdoor advertising like billboards , hoardings etc . It plays an important part in reaching local audiences. This type of marketing is good for low cost products or daily needs based products where you just need to promote the product .Traditional marketing reaches a larger group for example in India TV ads reach almost 197 million audience . Similarly Radio covers 65 % . So it has power to cover a larger area .
- DIGITAL MARKETING : Very obvious by the term Marketing which uses an online platform is Digital Marketing . Any marketing that uses electronic devices to convey promotional messages to sell the products. In digital marketing advertising is being done through digital channels.Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.
Few main categories of online marketing are :
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Affiliate marketing
- Email marketing
Apart from these categories of Digital marketing there is a direct response marketing
tool which is designed to get an instant response for your product where you have
to show your audience encouraging prospects .
Another very important thing what I have learnt recently in Digital Marketing
as an intern from Digital Deepak internship program is :
CATT MARKETING FUNNEL
C : Create Content : Creating content in a powerful way to attract people .
There should be a connection with your audience and your content .
Content is an essential aspect of Digital Marketing .The content should not be
based on complex vocabulary , it should be the way you communicate ;
write like you talk.While creating a content one should join in the conversation
that is already there in people’s mind . It should be as if one was looking for a
particular thing and you served it ; this is a very powerful way of communication .
Different forms of Content Marketing are :
- Blog Posts
- Lead Magnets
- Live webinars
A: Attention : Grabbing the attention of consumers and for this we need to use
few tools such as SEO , Social Media , Paid Ads etc .
T : Trust : With this we need to get connected with our customer on a deeper level .
With good content one can grab the high quality attention and that attention
builds TRUST .
Once trust is developed we can brief about the product with confidence .
T: Transaction : this is the ultimate goal of Marketing ;
converting your lead into your customers .
This journey of Trust To Transaction is actually CATT
Content →(Creating high quality content )
Attention →(Grabbing qualitative attention)
Trust→ (Building Trust with deep marketing )
Transaction →(Converting lead into customer )
This is what CATT is . Interesting right !!!
Now the main aspect is to convert this CATT into Monetary form .
Here is the formula for this also.
Wealth = n^CATT
If we choose the right Niche and follow the CATT marketing funnel success is there
in terms of money name and fame .But choosing the right niche is also very important .
One can choose it as per your passion It’s easy to blog about what you’re passionate about.
One can choose a topic on which he/she has reasonable amount of knowledge about.
At least enough to hold a conversation on that subject.
Like this there are many fields to be explored as per one’s passion , information
and of course trending topics .
The best way to choose the right Niche is combination of Talent ,Passion and current Market.
Now what I have discussed till now is a framework of Marketing ;
a road map to marketing that has several milestones
- Marketing skills
- Selling skills
- Effective communication skills
In the beginning I asked a question “Want to become a BRAND”
Here is the final hit to it . Along with all this you have to create an Integrated approach
for marketing i.e Integrated Digital Marketing framework .
This is the engine which drives CATT and makes a way to success .
In this framework you have to focus on all the respective aspects ;
you just can not rely on one tool . after creating a content If you are using social media
platforms , make usage of all platforms , then spread it with E mail Marketing ,
use paid advertising etc . Here is a diagram for overview of this process IDM framework.
Last but not the least we should always remember few pointers as Success mantra :
⇉ A happy and satisfied customer is your customer forever .
⇉ Stay connected with your customer .
⇉ Product is reality .
⇉ A great product sells itself.
⇉Word of mouth marketing is the best channel of marketing.
well I have tried to explain outline structure , Tools , Essence and
Importance of Marketing .I am sure it will work for you whether you are a beginner
or experienced . You can learn many aspects of marketing from this article .
Let me know what topic you liked most.
Leave comments .
( Note : If you want to join this internship program for digital marketing please go through this link
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