Marketing Basic concepts

Customer Experience Management and Improvement. "What gets measured gets managed," management theorist Peter Drucker famously said.

And that is the basic principle behind traditional experience management programs, which focus on measuring customer experiences with metrics such as Net Promoter Score (NPS). However, as many frustrated marketers have discovered, measuring experiences—or even managing them—is very different from improving them. Measurement isn't enough to move the needle on business goals such as boosting customer retention and increasing share of wallet. The Evolution of Content Marketing: How It's Changed and Where It's Going in the Next Decade. A sound content marketing strategy is one of the better ways a business can help shape its brand identity, garner interest from prospects, and retain an engaged audience.

It lets you establish authority in your space, project legitimacy, and build trust between you and who you're trying to reach. Plan your content for every persona and stage of the buying cycle. [Free Content Mapping Template] As you can assume, it's well worth understanding. But that's easier said than done. The Technology Acceptance Model. The Technology Acceptance Model (TAM) is designed to measure the adoption of new technology based on customer attitudes.

TAM is largely credited to Fred Davis in 1986, when he was part of the Computer and Information Systems, Graduate School of Business Administration at the University of Michigan in the US. Although there are now many variations of the model, the original Technology Acceptance Model is agreed as the following: Smart Insights Digital Marketing. What is the BCG Matrix?

The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. It's also known as the Growth/Share Matrix. The Matrix is divided into 4 quadrants based on an analysis of market growth and relative market share, as shown in the diagram below. 4 Ways to Combine Inbound & Outbound Marketing.

Like chefs, marketers regularly combine a variety of "ingredients" to achieve a desirable result.

Unfortunately, two of those ingredients—inbound and outbound marketing—are routinely set up as competitors even though they're actually complementary, like salt and pepper. The difference between inbound and outbound marketing lies in where you direct your efforts: With inbound, prospects tell you that they're interested: The volume of leads is related to the amount of effort you put into making your message accessible across multiple channels.With outbound, you ask prospects whether they're interested: You reach out to a larger volume of potential prospects through one or two channels.

So, how do they work together? Consider email. Neither inbound nor inbound can flourish alone. Corresponding Marketing Efforts Inbound marketing is generally seen as the gold standard for the demand generation. Although most B2B organizations use it, outbound marketing often gets a shady reputation. 1. La pandémie invite à redéfinir la notion de valeur en marketing. How Companies Learn Your Secrets.

Now, you perform that series of actions every time you pull into the street without thinking very much. Your brain has chunked large parts of it. Left to its own devices, the brain will try to make almost any repeated behavior into a habit, because habits allow our minds to conserve effort. But conserving mental energy is tricky, because if our brains power down at the wrong moment, we might fail to notice something important, like a child riding her bike down the sidewalk or a speeding car coming down the street.

So we’ve devised a clever system to determine when to let a habit take over. What Is Interactive Marketing? New forms of marketing seem to rise to the top of the priority list every few months.

And although trends like influencer and experiential marketing are important and effective, being able to read and respond to your customers' actions is arguably the most valuable currency for engagement. And, for that, you need to make an interactive marketing strategy a priority. Digital Marketing World Forum Amsterdam: Takeaways. Relevance CEO Rumble Romagnoli took Amsterdam’s RAI building by storm last fortnight, as he presented the importance of storytelling to fellow industry professionals at the Digital Marketing World Forum.

His insightful speech about storytelling revealed how creating a good story that connects with your target audience is key to the self-continuity of a brand. It taught us that if you know your company’s identity and can use a brand archetype to represent this, you can engage customers for generations by telling stories that are stored in the consumer’s long-term conscience and recalled by the decision-making part of the brain when they go to make a purchase. Our team attended many of the talks, which represented some of the most forward-thinking ideas in digital marketing strategy today. What we learnt from the Digital Marketing World Forum 2019 Content & Digital Brand Strategy. How to Develop a Successful Marketing Mix Strategy [+ Templates] One of the first things you're taught in your Introduction to Marketing class is that marketing can be best explained using the marketing mix — also known as the four P's.

They are — and say 'em with me, because if you took that class, you know these four words by heart: ProductPricePlacePromotion One of the first things you're taught in your first marketing internship or job, however, is that marketing entails so much more than can be simplified in a four-section marketing mix matrix. 5 Strategies to Increase Consumer Retention Rates in 2020 - The Pixlee Blog. As 2020 continues to unfold, upending many preexisting constructs, current circumstances have also caused a shift in consumer behavior.

Brands who successfully pivoted to an ecommerce-first model are facing a challenge beyond customer acquisition: customer retention. Securing repeat customers and fostering customer loyalty have proven to be difficult challenges in the age of a recession, retail closures, and ever-shifting consumer sentiment towards brands.

The fact remains, retaining customers is core to creating a sustainable and thriving community-driven brand. According to Bain and Company, a 5% increase in customer retention produces more than a 25% increase in profit. Even small adjustments result in game-changing impacts. Marketing Leadership Skills to Influence Businesses. If anyone has the innate ability to drive change within the enterprise as a whole, it's the marketing folks.

After all, marketers are deeply interested in decoding human behavior, connecting with people, and building bridges of understanding. We spend our careers working to become masters of perception, persuasion, and conversion. The 4 Ps of Marketing: A Step-by-Step Guide (With Examples) The 4 Ps of marketing… You’ve probably heard about them from a friend, a textbook, or even at school. I know it sounds like a boring topic that’s common sense, but there is more to it than meets the eye.

And no, it’s not just for large companies… the smaller you are, the more important for you it is to leverage the 4 Ps. So before we dive into it, let’s first break down what they are… «Le web caché, un vrai défi pour la pub en ligne», Jonathan Thabot (Permutive) Introducing RACE: a practical framework to improve your digital marketing. We created RACE to help digital marketers plan and manage their digital marketing activities in a more structured way since we found that many don't have a well-formed digital marketing strategy.

In this post, first published in July 2010 and since updated with a new infographic and summary of the digital marketing KPIs you should track, we show how you can simplify your measurement and reporting of digital marketing through RACE Planning. You can find more details about applying RACE for digital marketing planning in our FREE RACE digital marketing planning template download. How to Tap Into the Power of Organic Marketing. It’s never been easier to start and grow a business. That’s both good news and bad news. The internet has deconstructed the traditional barriers to entry that have kept entrepreneurs from launching their own companies. How the Pandemic Will Change Legal Content Marketing. Steven Andersen As we all hunker down at home, practice social distancing and contemplate the eerily quiet world around us, it’s hard not to ask: What comes next?

What is the new normal going to look like? No matter how soon the COVID-19 pandemic ends, there is the dawning realization that a lot of things are going to change permanently. Benefits of a Digital Membership: Understanding different types of marketing plan. Marketing : comprendre et appliquer les concepts. The New 4Ps of Marketing. Back in college or at some point in your career, you learned about the 4Ps of marketing: place, price, product, and promotion. Though nearly 60 years old, the 4Ps still hold weight today. However, the marketing landscape has been undergoing drastic changes. Legislation, like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), have been among the most recent changes.

Brands now face challenges implementing key marketing tactics such as personalization, which relies heavily on gathering consumer data. Today, marketers must shift even more to a permission-based data strategy to fuel their personalized marketing strategies. The new 4Ps of marketing—privacy, permission, personalization, and performance (ROI)—are the way forward for marketers looking to earn consumer trust and loyalty.