7 Oct, 2022

Stages of work of a marketer

Are there stages in the work of marketers? Or have you been busy supporting the business and ensuring the flow of leads? From the outside, a marketer’s work can seem impromptu and irregular.
When preparing for an important project, sometimes you may have to work long hours, even on weekends. On a typical work day, you may need to hold a meeting, attend a meeting, or participate in an online meeting.
Nonetheless, marketing managers, like any other professional, have daily responsibilities that they must perform. Instead of analyzing job descriptions and their requirements, we view jobs in terms of marketing tasks.

What does a marketer’s work schedule look like?

The main goal of a marketer’s job is to keep an eye on and focus on a company’s consumers. Who is this guy? What are his interests, concerns and needs? where does he live? How to locate? What is the best way to make an offer to a company?
The more a marketing executive knows about consumers, the better he can develop and apply strategies to ensure the marketability of an organization’s products and the promotion of a product or service. In this way, marketers aim to increase sales reasonably.

Marketing specialist activities consist of two levels

The first is strategic. The main objective in this area has to do with how the company can increase sales in the medium term.
These are questions about what brands to build, what product lines to launch, how to deal with aggressive moves by competitors, how to build stronger relationships with customers, how to enter new markets, and more.
The second is the tactical level. At this level, managers plan, coordinate and implement marketing projects included in the annual plan.
Work in this direction involves the analysis of current sales, the launch of advertising campaigns for products and services, monitoring competitor activity and consumer sentiment, budget control, and interaction with colleagues and partners.

Which levels are possible?

Of course, every salesperson’s day is rarely the same, but the next series of practical steps come to their work in one way or another almost every day.

Phase 1: Planning

In a multitasking environment, marketers need to start the day by creating a to-do list for the day. Each of them is related to a different project, one is in its initial stage, another is in its most active stage, and a third is nearing completion.
To keep everything under control and not lose anything, you have to know what to do during the day and in what order.

Stage 2: Pay close attention to what your competitors are doing

At any point, they can cause unpleasant surprises that affect the viability of the company’s plans. In order for this not to be completely unexpected, marketers must research the internet on a daily basis to see what other market players are posting.
What are they planning to do, what products are they going to launch, who are they going to work with, etc. Any information pointing to a shift in the balance of market forces.

Step 3: Research Marketing Innovations

Marketing has developed very rapidly in recent years. This is largely due to the way digital technology has changed the way consumers are communicated.
The knowledge of principles and trends in the development of marketing tools enables the specialist to take into account changes in his next project and meet the requirements of the time at the appropriate professional level.

Step 4: Benchmark

In marketing today, there is no shortage of numbers. No matter how a company sets up its marketing function, digital metrics are a must. This can be statistics about ad impressions, visualizations of content in social networks, conversions of website visitors or personal landing pages, etc.
The peculiarity of this stage is not so much the quick effect of documenting the actions taken, but rather checking whether the existing campaigns show any anomalies.

Stage 5: Communicate with colleagues

Marketers are definitely not one of those experts who go it alone. Even if you’re the only person in your company representing the marketing function, you may have discussions with sales reps, service providers, support reps, and more.
Interacting with peers is key to a marketer’s job, as it identifies pressing issues on the agenda that require their attention.

Stage 6: Research and segmentation of target audience

The most important thing for marketers is to understand their consumers. Your own research skills to determine what your target audience is talking about and how you guide the discussion helps prepare your campaign.
Understanding needs should help better segment consumer audiences.

Step 7: Content Creation

Even if companies don’t explicitly focus on content marketing, it still exists in corporate communications. This can be social media posts, email newsletter texts, announcement calls, etc.
Finding a great idea and creating an empty bench can help drive an ad campaign and attract more attention.

Step 8: Find new ideas

The unanswered question for marketers is what to do next, and what will be the next step. Thinking about everything on your own is problematic, so you must take every opportunity to involve colleagues and partners in the search and discussion of new ideas.

Step 9: Test

Every original idea is worth checking and testing for its viability and validity. Those who are constantly working on developing and testing new marketing strategies are sure to find the best of them.

Step 10. Analysis

The rigorous scrutiny of the work itself allows sellers to assess work done and unfinished for the day. This constant reflection helps identify what needs to be fixed and improved.
Seasoned sellers perform this daily ritual in the sequence of steps above. Not only does it help them with their current marketing tasks, but it also keeps their skills up to date, which gives them the opportunity to try new things and turn innovative ideas into action.

7 Oct, 2022

SMM strategy development, objectives and plan

Many questions arise about social media marketing management strategy, how has it developed? What is the goal and how important is it in the plan? In this article, we will address these issues and discuss the three main types of SMM strategies.
Social media marketing strategies aim to generate demand in the market for a company’s products that meet business goals.
Everyone is so accustomed to the presence of social networks in our lives that when it comes to promoting a business through social networks, it is considered a very simple matter.
The main thing is to create an account, invite your friends and post anything you can think of. Of course, in this case, developing an SMM strategy is considered redundant and unnecessary. SMM stands for Social Media Marketing, which is Social Media Marketing.
Perhaps the channel is despised by many for its entertaining nature, but advertising requires strategic planning, and so should these media platforms.

What are strategic meeting management strategies and what are the types?

As one of the elements of the marketing mix, marketing communications serve to achieve the market goals of the entire company. Generally speaking, they are a way to generate sales.
Interacting with your target group on social media is no exception. Social media marketing management plans and promotional strategies are designed to generate demand for a company’s products in the market, enabling the achievement of business goals.
In contrast to a general communication strategy that covers all the communication channels available to a company, the strategic control of social media marketing is focused on a single type: the web.
In other words, the latter is a specific extension of the general concept of marketing communications. However, if for some reason a business decides to base all of its advertising on social media only, a social media marketing strategy becomes an all-encompassing communication strategy.
In any case, it is important to understand that the principles of influencing users in social networks are the same as in other communication channels.

Types of Social Media Marketing Strategies

Depending on the type of interaction selected with the target audience of consumers, the following types of social media marketing strategies can be distinguished:

engagement strategy

Engagement strategies are designed to describe and communicate the values ​​of the advertised brand. In fact, in this strategy, the communication plan introduces the product and increases consumer awareness of it.
Engagement is done by pulling the user into a box where the brand provides all the information about the product. In this way, the target audience starts following the message being sent, reacting to it and following updates on their social media accounts.

positioning strategy

The positioning strategy is positively explanatory. In practice, there is bound to be a lively discussion, as the purpose of the communication is to attract users to your website and deal with the brand’s position.

form new behavioral patterns

Strategies for forming new behavioral patterns aim to break down consumer stereotypes and established patterns. If elected, the brand aims to gain and conquer a significant space in the minds of social media users to impose their vision of reality.
This type of communication involves constant argumentation of different approaches, presenting successful examples to challenge an established pattern of behavior and shape a new one in which the brand has a place.

What is the plan in the SMM advertising strategy?

You may have noticed that topic planning and calendar planning are mentioned when describing the process of developing a social media marketing strategy. Both give an idea of ​​what needs to be done, but not that you know exactly what the company will post and engage with on social media on any given day.
In other words, during the strategy phase, a pattern of planned actions is created that defines the content vector, the nature of its impact on social media users, and its deadline. However, this is not enough for practical work, so in the day-to-day work of the SMM manager he uses several tactical plans, regularly updated and supplemented with new data.
Here is a list of the most important programs that are almost always open on the computer of a strategic management social media marketing expert that will help you with your day-to-day tasks:

Content plans for each social network and account

It contains what has been set for the next cycle of the calendar. Capture all brand ideas, developments and events that need to be turned into posts by a specific date.
Of course, it is based on the visual style of the company or brand and thematic planning of the corporate image established in the strategy.

Commitment Program with Influencers

It includes a list of all participating bloggers, the topics of their posts, and the dates they were published.

Competition plan

Promotions and cross-promotions with other social media accounts. The SMM manager manages all advertising campaigns here.
This is probably the biggest difference between a social media marketing management strategy and other communication strategies that create a specific action plan. This is because content is difficult to predict over relatively distant time periods.

7 Oct, 2022

Brand promotion strategy through digital marketing

Not only to maintain but also to expand market position, a branding strategy is necessary. This job should be done as professionally as possible by a company’s marketing manager, and in this article, we’ll provide guidance on how to develop an effective strategy.
A brand cannot exist without a marketing campaign. This is due to its very nature, which manifests itself in many associations in the minds of the target consumer group. Not only to maintain but also to expand market position, a branding strategy is necessary. The success of a brand with consumers depends on it.
There is a lot of debate about what a strategy is. However, one thing is indisputable: in the long run, it determines the actions of the company and, within the framework of brand development, its market development among the target consumer groups. Let’s examine these issues in more detail below:

What is a brand strategy?

Brand development includes several areas. The brand management strategy consists of four separate strategies that are intertwined to form a common strategy. these are:

Product Strategy and Expansion

This shows in which categories the products and services offered to consumers are under the brand and in which markets it is planned to launch.

Pricing Strategy

The range of prices and discounts available to consumers across all sales channels for the brand is defined here.

communication strategy

It defines how a brand communicates with its target audience.

channel presence strategy

The strategy outlines geographic distribution areas and priorities for their expansion, principles and characteristics of the brand’s availability to consumers.
Looking at these strategies, it becomes clear why the role of the brand manager is cross-functional in a company that integrates sales, logistics, manufacturing and marketing. But in the external environment, the main goal of a brand is to create an image in the mind of the target audience.
In this sense, branding is a form of communication, a form of building a relationship of trust between a company and its customers, so the most dynamic strategy is communication, which is also fully updatable as information can be changed if necessary .
They need to communicate marketing messages relevant to their target audience, so they are more susceptible to scrutiny and adjustment than others.
When a brand interacts with consumers and forms specific associations in their minds, it becomes what it is. This fact makes communication strategy and branding strategy almost equivalent in many cases.
Regardless of the name, the strategy is an explanation of what a brand should be to consumers and how to communicate it to them. So, like the entire brand management strategy, it’s broken down into several tools, including:
• Positioning strategy
• Creative strategy
• Media strategy
In order for strategy formulation to end up being a working document that is tractable in practice, it represents a statement from general to specific and contains the following assumptions:
• Set strategic goals
• The strategic direction of development is the requirement to ensure the realization of the goal. In terms of advertising objectives, this includes positioning, creative and media strategy development
• A series of tactical actions that together form an action plan aimed at achieving the strategic goals of branding

Why is it important to stick to the brand strategy you created?

The process of creating a strategy is quite long and time-consuming, and we talked about this process in our article (The Brand Strategy Development Process). But once it’s done, it doesn’t become a document that can be saved to a file. But it was created with the goal of defining how the brand will evolve and what needs to be done to move from its current location to the desired location in a limited time.
While the implementation of the strategy is outside its development process, it constitutes a follow-up to the branding. It affects the following practices within an organization:
• It can prepare and allocate the necessary resources to implement the strategy.
• It limits marketing and organizational actions and establishes the necessary rules to achieve goals.
• It reduces internal disputes related to branding and related activities and acts as a reference point to optimize the organization’s work and focus on problem solving without further discussion.
• Determine the requirements for hiring the right people, advertising agencies and other contractors, whose skills align with strategic goals.
• It provides a work structure for all employees involved in the organization’s brand function and sets clear goals for their achievement, which has a positive impact on employee motivation.
Therefore, the implementation of the brand strategy is related to the constant comparison of the real image with the desired branding effect. In other words, you have to follow a plan to achieve your goals. This makes it possible to measure the effectiveness of strategy implementation and monitor the progress of changes in brand status from the current situation to a possible future.

7 Oct, 2022

Roles of a Performance Marketer

In our previous (Performance Marketer Part 1), we talked about the importance of performance marketers to companies promoting their products or services.
In the second part, we will analyze in detail what tasks are and how you should perform them to ensure the best results for your campaign. Consider optimal resource management to maintain a profitable investment rate that meets advertiser expectations.
To accomplish the above tasks, the results marketer has the following sequence of tasks:
• Analyze the external environment, including competitor activities.
• Check the characteristics of the target group.
• Analyse experience with previous marketing campaigns.
• Develop an advertising strategy.
• It determines the tool to be used, the strength of its impact, and the architecture of all interactions with the user during the user’s buying journey.
• Create ad calendars, budgets and key metrics lists to monitor during campaign execution.
• Use online advertising and analytics tools.
• Interact with advertising team members (eg copywriters, designers, etc.) who perform other professional digital marketing tasks and guide them in the execution of agreed advertising plans.
• Oversee the execution of ongoing activities, monitor key performance indicators and make necessary changes.
• Identify and test solutions designed to increase new customer acquisition rates.
Obviously, performance marketers cannot perform their duties without a thorough understanding of the ins and outs of online advertising tools and the online platforms that use them. In addition to direct professional skills, you will need the following skills:
• Master the fundamentals of modern marketing
• Ability to analyze and use various types of metrics and data and analytical tools.
• The ability to study user behavior, discover patterns and exploit them.
• The ability to multitask, switch between different projects and control.
• Ability to format data into clear and understandable reports to present and defend programs and projects.
• Ability to build productive team relationships and communicate with colleagues from different disciplines.
• Be able to maintain enough self-motivation to achieve results even when the circumstances are not against you.
• Responsible for the method of implementing projects and advertising campaigns.
• Ability to quickly adapt to changes in advertising platforms, learn new tools and techniques, and not be constrained by previous experience that hinders the search for new and effective solutions.

Relevance for Results Marketers

In today’s environment, companies must incorporate strategic and tactical objectives in their activities, including marketing. In this sense, results marketing is a profession that fully covers the needs of a company to operate a plan, namely ensuring a steady stream of current customers and returning repeat purchases.
However, keep in mind that the primary goal of a performance marketer is to achieve the best return on investment. In this case, the company does have a clear picture of how their advertising investment is paying off and the sales they’re getting.
This makes the planning process completely transparent and understandable for the company. Principal agencies that specialize in results-driven marketing even point out that if their clients don’t achieve concrete results, they don’t have to pay anything as a competitive advantage.
It’s also important to recognize that the job of a results marketer is complex. With different online promotion tools, in the whole process from customer to purchase, in addition to solving all the problems that customers may encounter when purchasing your products, it is more convenient to join the team, and there is no need to pay extra attention to others to coordinate marketing work.
It should also be noted that the ideology of results marketing forces management to consider defining the criteria by which the company is truly successful in attracting and retaining customers.
This has great potential for companies to improve not only the marketing function, but also the sales function, and establish a clearer operating plan. The latter is also important for the progressive implementation of strategic objectives as it creates a solid financial foundation.
Results Marketing majors appeal to employers for their results orientation and clear impact on business operations. This likely explains the high demand for such professionals, especially as customer interactions become increasingly complex, multi-faceted and involve multiple steps before reaching an agreement.
This expectation from entrepreneurs places significant responsibility on the results marketer.

As a result, the more skills and marketing principles marketing professionals possess in implementing effective campaigns, the greater the market demand for them. For this reason, it is important to train those who want to develop into experts in the most professional way possible, knowing all the procedures we have explained and taking them a step further according to the specific needs of the company. She was destined to serve him.
The world of digital marketing is moving very fast, people always want to buy, but the competition is so fierce that marketers need to differentiate the brands they represent. Realizing leads can not only identify this brand as their best bet, but also have an experience so enjoyable that they want to make regular purchases in the future.

7 Oct, 2022

Performance Marketers (Part 1)

Results Specialists are often mentioned when it comes to online advertising or digital marketing. This is not surprising since it is one of the specialties of internet marketing.
However, job titles do not always indicate the work of experts. This article will help you understand this new profession.
As ad analytics and marketing campaigns improve in general, so does the need for performance marketers.

What is Results Marketing?

Before we answer what a performance marketer is, it’s best to understand what results marketing is all about. A translation of the term will make this task easier.
Results marketing can be translated as the effort to promote products and services in an online environment that target performance, that is, achieve certain measurable metrics.
When we put results marketing or results-based online marketing into practice, we recognize that this is based on a model where advertising platforms or advertising partners only charge when users take desired actions.
This can be clicking on an ad, consulting a company, registering for an event, placing an order, paying for a purchase, etc.
The Internet is very important as a means of marketing communication because it provides more transparency about how users react to a company’s advertisements. The technology can identify a person, control their interactions with brands, register their purchases, sizes, and more.
Indeed, to get the most value from tracking user actions, organizations need to understand which metrics and data are driving desired outcomes.
Businesses are always interested in optimizing costs to maximize profits, especially when there is an opportunity to achieve similar or even better results with fewer resources.
With the advent of digitization, many companies have managed to collect and analyze data about their customers. This frees up additional resources to improve the efficiency and effectiveness of marketing campaigns.
It is these entrepreneurial efforts that have led to the specialization of performance marketing. In fact, online advertising is designed to optimize to achieve the desired ROI, cost of engagement, revenue per customer, or any other metric that the company deems critical to its business.
Therefore, results marketing has a very important role: to ensure a certain flow of customers, while respecting the constraints of the cost of attraction. At the same time, the adaptability of the indicators to the company, the activity objectives and the external environment must be considered. Results Marketing doesn’t come with a standard metric template that fits every advertising program.

Careers for Results Marketers

Results marketers work in teams of other professionals working on online advertising. Without their support, it would be difficult for you to launch an ad campaign on your own. This is because they are focused on getting results.
The key skills of the results marketer are based on an understanding of online promotion techniques and tools. Despite all the possible similarities between performance marketing and network marketing, there are also serious differences.
They are mainly related to the method of analyzing the performance of the tools used. To achieve performance goals, performance marketers need deeper analytics so they can track users making purchases to gain a complete picture of the ROI of an organization’s marketing investment.
By using modern technology tools, marketers can create novel and personalized strategies before or during promotions, breaking the usual architecture of marketing campaign planning and execution in some way.
Traditionally, professionals in the field of promotion no longer describe target groups and base all subsequent behavior of advertised products and services on their attributes, while results marketers focus primarily on the delivery of efficiency and performance goals.
By prioritizing real impact, the expert can choose the shortest path from initially reaching the user to selling the company.
The logic of performance-based advertising will guide its actions to target advertising tools to consumer groups that respond quickly and adequately to a company’s advertising message, ignoring the target audience in its usual description.

Responsibilities, competencies and tasks of results marketers

The main goal of a marketing manager is to build an advertising system that achieves comprehensive and measurable results in customer acquisition and retention. Once this is achieved, all unnecessary expenses that arise or may arise when applying a marketing plan to promote the company’s selected products must be cut.
It can be likened to an experienced nutritionist who provides regular traffic to a store but keeps expenses at an acceptable level that will not result in losses.
From the perspective of performance marketing to ensure that the company’s product sales are divided into two cycles. The first is acquiring new customers. The second is to incentivize repeat purchases by consumers who have already used the company or its products.
To achieve this, results marketers tackle the following tasks:

Various customer data analysis

This allows you to determine the best promotional strategy and use the most effective tools.

Marketing activity planning

Configure and adapt advertising media to various communication channels.

Find effective solutions

These should have a beneficial effect on the goals of the advertising campaign.

Test the response of the target group

Balance them with advertising influence and create a tailored solution based on test results.

Resource management

Control campaign goals and marketing budget spend.

7 Oct, 2022

The purpose of a marketer within the company or brand

Since the main purpose of a marketer or digital marketing specialist is to increase the value of a company’s offer, with limited human and time resources, it is necessary to address the issues that are most important at this stage and can represent the high performance of the company. company.
The focus is on the following list, which includes the following tasks:

1) Product and brand management

• Create product requirements and key characteristics.
• Collect and analyze consumer opinions.
• Discover outstanding strengths and develop client interests.
• Design brand attributes.
• Determine a positioning strategy.
• Brand Health Check.

2) Price

• Check the prices of competing offers.
• Set prices for new products and services.
• Develop a discount system.
• Periodic reviews and price adjustments.

3) Distribution channels

• Find new sales channels and develop existing ones.
• Create and improve omni-channel sales and communication systems.

4) Advertising

• Audience segmentation.
• Planning and management of communication campaigns.
• Collect and process customer data.
• Analysis of results and adjustment of measures.

General goals for marketers

The main job objective of digital marketing experts and marketers is to make life easier for marketers. Let’s try to explain how this happened.
Even attractive products, competitive prices and broad availability do not guarantee success. When analyzing the market, marketers identify potential audiences who may be interested in a company’s products. Then, by studying their behavior, he identified key pre-purchase characteristics.
You need this knowledge to fine-tune your advertising campaigns.

Get in touch with customers

However, consumers are not always ready to make new purchases. He may not even realize the need. In this context, marketers are tasked with identifying, connecting, and maintaining engagement with target customer groups in order to prepare purchases, make decisions, and guide choices that benefit the company’s brand.
During this preparation, the specialist must not lose the process and bring it to the seller so that the buying process can be embodied. Or, better yet, make sure you don’t even need it, but instead create a convenient and simple system where consumers can configure the other options they want, pay for it, and quickly through an automated system at their convenience get product.

Interact with customers

But that’s not the end of the worries for marketing experts. After directing the consumer to the place of purchase, este begins a second layer of interaction with him. Don’t ignore the consumer now, use marketing to encourage him to make a second purchase, and try to keep this person’s desire for as long as possible.
In other words, the goal of a digital marketing manager is to manage the emotional experience of consumers in a way that makes them want to buy again, without reacting to competitors’ promotions, thereby showing their loyalty to the company’s offer .
It’s easy to see that the range of tasks that marketers have to deal with is quite broad. In order to cover all types of work in the ever-changing market environment, it helps to automate routine procedures. Furthermore, without a clear understanding of how consumers react and act on interactions with companies and brands, effective task execution is nearly impossible.
All of this can be done using internet technology and data.

Use digital tools

Remember that in many ways digital forces you to look at the challenges of marketing holistically. Bringing technology to customer service makes product development, pricing, distribution and promotion interdependent. Overall, their successful combination sets the stage for a positive customer experience.

Keep all channels open

An omnichannel sales approach transforms the sales channel into a communication system capable of engaging with customers while acting as a value-added part of the product. A personalized approach to interacting with your target audience forms the basis for personalized pricing.
To implement the technical aspects of customer interactions, marketers must work with the company’s IT department. In this way, the marketer acts as a driving force for the digital transformation of the company and the automation of internal processes to accomplish his current task.
Ultimately, the company’s customers will of course benefit as they gain a new quality of service.
This process of continuous improvement and transformation goes both ways. To better understand consumer choices and improve their productivity, marketers are increasingly integrating digital technologies into their work and that of the entire organization.
On the other hand, businesses are using technology to make interactions with consumers more accurate, personal and convenient.
Clearly, today’s digital marketing experts are the most advanced professionals in a company, and they understand how technology should improve a company’s performance in order to achieve better results in the process of completing sales of products and services to potential customers.
This requires skills from different types of marketing, as intuitive solutions no longer work. Today, not only are data, artificial intelligence, and automation powerful forces, but also insights into economics and behavioral psychology, tools for managing consumer behavior, and principles for creating customer journeys.

7 Oct, 2022

The marketing mix main elements, models and tools

Knowing the basic elements of the marketing mix is ​​the only way to truly understand what a company’s marketing function is. The marketing mix formula clearly shows that marketing comes from the word market and constitutes a complex that is not limited to promotion.
The components of the marketing mix determine each company’s measures and strategies to solve its task of conquering the market. In this article, we propose to study the marketing mix and the tools and elements that make it up.

What is a marketing mix?

Variables in the external environment force companies to regularly review their marketing strategies. To implement and control this strategy, it is divided into four areas, each with the letter “P”. The four Ps represent the elements of the marketing mix.

sales team

Each element is part of the overall network system. Hence, the term “marketing mix” is also known as marketing mix. It stems from the process of marketing planning, preceded by in-depth research and analysis of market conditions and internal company conditions.
The resulting marketing strategy determines the content of each element in the marketing mix.
By considering all parties and managing all elements of the marketing mix, companies can take a holistic approach to market success. Focusing only on one or part of the marketing mix structure is bound to lead to failure.
A marketing mix, so to speak, is a framework for breaking down a strategy by market share into the main tactical areas in which a company competes.

The most important element of the marketing mix

The concept of marketing mix was first proposed by Harvard Business School professor Neil Boden. Later, for convenience, the acronym 4P, consisting of the capital letters of four English words, was used. In summary, the marketing mix consists of the following components:

product

The company sells it. It can consist of a product, a service, or a combination of services related to a product. Also, in today’s market, a brand or trademark is part of a product. Simply put, a product is anything a consumer is willing and willing to spend money to buy.

price

It’s not just the price of a product. This is a complex mixture of parameters that determine the ultimate value for the customer. This can be volume discounts, high season prices or vice versa, etc.

Place

Location refers to the area, wholesaler, point of sale, type of point of sale, etc. where the product is available to consumers. This is not a simple list of points of sale, it also includes a logistical diagram of how the product gets there.

financial support

Often viewed as a holistic marketing communication. This element combines basic principles such as the choice of advertising tools, the communication channels and the strength of influence on the target audience of consumers.

Marketing mix development and basic model

In all fairness, it must be pointed out that the concept of the 4P marketing mix is ​​the oldest, simplest and therefore the most basic concept used by professionals all over the world.
As competition has evolved and customer relationships have become more complex, other variants have emerged. Next, we recommend that you review the main models of the marketing mix, which are the most common in practice.

Model 7P

For companies active in the service sector, the concept of 4Ps does not provide a complete overview of the marketing measures needed to fully operate in the market. Therefore, another three “P”s are added to the set of known “Ps”:
• Personnel
• program
• Physical test
• Humanity. In the service industry, employees are the bearers of the brand. People determine whether a company can fully meet the needs of its target group. In these companies, employee behavior, communication, etc. are closely related to the brand’s values.
• Processes built into the service help create a positive consumer experience or break advertising promises. Therefore, marketing has to go into the standard system established by the company and make changes if necessary if it does not meet the expectations of the target group.
• A physical representative or room that engages with consumers and sells services. It can create the right atmosphere and mood or, conversely, induce distrust, tension and a desire to leave the room as soon as possible.

4C mode

This concept is similar to that of 4P with some minor tweaks. It consists of the following elements:

• Cost (cost to consumers). This is somewhat similar to price, but in a broader sense. This element includes all costs associated with purchasing the product, including not only material costs, but also time costs and morale costs.
• Comfortable. It presents a broader view of the 4Ps of location elements, viewing accessibility as a factor for ease of collection.
• communicate. The counterpart of Dr. 4P.
• Customer needs and desires. Describe the product in more detail and focus on the fact that the company’s offer should contain an answer to the customer’s needs.
In addition to variants of the classic marketing mix from the 4Ps, there are also modern marketing mix models. Consider them below:

SIVA model

It consists of the following elements:
• Solution: solve the buyer’s problem and meet his needs
• Information: transmit messages to consumers about proposed solutions
• Value: Buyer’s value considering product cost
• Access: solution availability and consumer convenience
The following marketing mix models exist for modern applications and information products.

4C mode

This concept is similar to that of 4P with some minor tweaks. It consists of the following elements:

• Costs (costs to consumers). This is somewhat similar to price, but in a broader sense. This element includes all costs associated with purchasing the product, including not only material costs, but also time costs and morale costs.
• Comfortable. It presents a broader view of the 4Ps of location elements, viewing accessibility as a factor for ease of collection.
• communicate. The counterpart of Dr. 4P.
• Customer needs and desires. Describe the product in more detail and focus on the fact that the company’s offer should contain an answer to the customer’s needs.
In addition to variants of the classic marketing mix from the 4Ps, there are also modern marketing mix models. Consider them below:

SIVA model

It consists of the following elements:
• Solution: solve the buyer’s problem and meet his needs
• Information: transmit messages to consumers about proposed solutions
• Value: Buyer’s value considering product cost
• Access: solution availability and consumer convenience
The following marketing mix models exist for modern applications and information products.

2P model

It contains only two elements: data protection and personalization, which means data protection and a personalized approach to customers.

2C mode

It consists of community and customer service, so community and customer service.

3S mode

It consists of promotion, website and security.

7 Oct, 2022

Examples of internal marketing

In our article (What is Insider Marketing), we take a deep dive into what this marketing concept is, what it does and what it really is for a company. Of course, internal marketing is also part of digital marketing.
Let’s look at some practical examples of what internal marketing is and how it is applied in a company and what can be achieved through it.

example of internal marketing

Suppose a company needs to hire a large number of grassroots workers to sort and pack goods according to orders from its fulfillment center. It’s not an easy task in itself, but the company has strict discipline requirements so as not to disrupt deliveries to customers.
Delays and unexcused absences will not be tolerated. Not everyone can cope with the rigorous work rhythm, so staff turnover is high, and as activities expand, staff need to be recruited and trained on a massive scale. How can insider marketing benefit the company in this situation?
First, there is no need to hide the poor working conditions and the fact that the company requires its employees to strive for excellence. In addition, dissemination among the public among potential employees is facilitated. This can be achieved through company visits, open discussions with senior employees, and explanatory materials in communication channels.

What is the impact on the company?

This type of information acts as the first filter. Those who are not confident that they can support this type of work schedule simply do not try to join the company. Only those who believe they can and are prepared for it will want to participate. This means a relief for the employees responsible for hiring them.
It is possible that even with the same number, there will be fewer recruiters capable of handling this situation. You have less work to do in selecting and interviewing candidates who are also better prepared for the conditions at hand. Movement of people can also be reduced.
Clearly, all of this information needs to be handled wisely through a digital marketing strategy. This way, future employees of the company will know what benefits they will receive in exchange for their commitment to the company.

Another example of internal marketing

A new employee walks into the company office and feels like a lost tourist for the first few days. He analyzes everything with interest, he doesn’t know where he’s going, there’s a lot he doesn’t understand in the organization of the workflow, etc.
It’s possible to get the new guy to fit himself, but for the company, it’s a luxury he can’t afford. First, because he’s been paid since Day 1, he’s not doing much in this state. Second, the man’s new work aroused great interest from friends and acquaintances, who actively asked about their impressions.
But that doesn’t mean they have a positive attitude from the start, especially when new hires aren’t sure about a lot of things.
If you are a customer who has purchased a complex product, the company will provide you with training on how to use it, provide you with a free manual booklet, and provide you with a support service to advise you in case of any difficulties that may arise.
Likewise, internal marketing works within a company, where new hires take a “new hire” course to learn about the organization, rules, goals, and more.
In addition, newcomers will find on their first day at work a booklet with answers to all important questions during settling, as well as all necessary accessories, including stationery, a cup of tea or coffee, a – shirt or sportswear with the company logo Shirts that you can bring to friends, etc. Of course, younger employees can get a mentor from an experienced colleague to help them get acquainted with themselves more quickly.
As you can see, the internal marketing approach in this case is no different than the customer approach.

All companies should do internal marketing

Let’s go a step further. For individual companies, it may be important for employees to go beyond their job functions to help their colleagues and participate in the implementation of their projects for the benefit of the common cause. For obvious reasons, this type of community service is pro bono.
How does the company encourage these activities? Incentive marketing tools such as contests, for example, can help.
For example, this can be done as follows. Every month, each employee can reward a colleague who helped them. This forms the classification of “volunteers”. The employee who receives the most votes and whose performance has not decreased will be recognized by management.
Incentives for this additional work are at the discretion of the company. This can be a portrait on a plaque in the most prominent part of the office, an interview on a company portal, the opportunity to take a day off to work remotely, or even an extra day off for personal matters.
More examples could be given, but you probably already know the concepts and concepts of internal marketing. In itself, it is a creative activity, just like planning a consumer marketing campaign, depending on the goals pursued, the characteristics of the target audience and the values ​​of the company itself.
Most importantly, more effective teamwork and a healthier work environment prove it.

7 Oct, 2022

Director of Digital Marketing, Job Description

The job description of a marketing manager is very broad, and this professional must perform many functions within the company. However, in this article, we have summarized the job outline to clarify the important role marketers play in ensuring the sales success of a company or brand.
Among the main functions that must be performed within the position, we must consider:
• Build and manage an effective marketing department.
• Coordinate marketing activities with other departments that support corporate marketing.
• Analyze the market, competitive environment, and determine the company’s development direction.
• Monitor sales data, analyze transactions and forecasts across different channels.
• Create and implement marketing strategies.
• Category analysis, brand portfolio management and creation and application of positioning strategies for each product.
• Develop and implement a global marketing outreach strategy, including digital tools.
• Budget and budget management.
• Plan promotional activities for at least one year, monitor and analyze the effect.

Marketing and Advertising Executive Responsibilities:

• Formulate the company’s marketing policy based on the analysis of the current situation and the forecast of consumer demand for the company’s products.
• It ensures the functioning of the company’s marketing department, assigns tasks among subordinates, and monitors their performance against approved policies.
• Identify new markets and customer segments, respond to declining demand, identify sales opportunities and increase market share.
• The organization studies consumer perceptions of the company’s brand and prepares recommendations to improve product competitiveness and quality.
• Develop concepts and strategies for building and developing a corporate brand.
• The organization develops a promotion plan for different communication channels.
• Participate in meetings and management decisions with other department heads within the organization.
• Execute planning procedures, prepare and submit reports for the entire marketing department.
• Participate in approval by department staff.

How to become a Marketing Manager?

It is globally characterized by three main activities within the company. These include:

Constant desire to understand customers

A key skill for marketing leaders is predicting consumer responses to company actions. You have no competitors within your organization.
To gain a deep understanding of customers and their needs, and to be able to communicate with and serve them, marketing leaders rely on real data and analytics. His experience enables him to delegate tactical responsibility to his subordinates and focus on strategic goals while influencing the direction of the company.

Importance of entering a company’s marketing function

This means translating marketing into goals for the rest of the organization, even in the language of leaders. It’s about transferring their advice to the task of other departments and showing them how marketing can also solve their problems.
Unfortunately, there is competition not only in the marketplace, but also within the organization. In this sense, proper persuasion and negotiation skills are just as important as the ability to act directly, since internal arrangements and procedures cannot be relied upon alone, and they do not always make sense.
The more trusted and respected marketing is within an organization, the more likely it is that the effectiveness of marketing efforts will lead to desired business outcomes.

Build a team of professionals

Marketing executives are not planners who know everything. He has a team with the latest skills in internet technology and creative thinking.
The marketing manager should prioritize a practical assessment of his department’s potential, link it to his goals, and identify gaps in his capabilities so that action can be taken to fill those gaps through hiring or training.

What are the responsibilities of a marketing manager?

The Marketing Lead is the person responsible for increasing the marketing assets. Each company defines them differently depending on the nature of their business. This can be brand portfolio, market share, breadth and depth of assortment or distribution, consumer base growth, consumer lifetime value, etc.
When the company recruits positions, it puts forward corresponding requirements for the skills of marketing managers. The most important goals are usually set by the CEO in discussions with candidates. After all, the Marketing Director is appointed by your order and will report directly to him in the future.
In all cases, the marketing manager typically has the following responsibilities:

Develop and implement viable business development strategies for the company

It is about planning considering market trends and the existing potential of the company itself.

Ensuring the efficient operation of the marketing department

It’s not just about reducing unnecessary spending. A Marketing Director’s leadership skills are key to maximizing productivity, team cohesion, and motivation.
In an environment where digital data increasingly dictates customer-targeted marketing actions, it is equally important not to lose employee creativity and to foster diverse perspectives and problem-solving approaches.

Develop concepts for advertising products and services and organize their effective application

Today, many companies are faced with using data to create personalized offers and implement tailored communications in a digital environment. But the information gathered alone does not provide an answer to what needs to be done.
The correct understanding and interpretation of consumers’ “footprints” plays a decisive role here.
Of course, the impression should not be given that the marketing manager is a professional who is floating in the clouds and cannot see the land beneath his feet. But in fact, it’s not. Every company places high demands on marketing managers.
Therefore, in practice, the director must find a balance between long-term marketing investments and short-term results, such as: B.: Promotions, public relations, events with clients, online advertising, commercial marketing, etc.
Strive for a harmonious combination of investment return expectations at different times, making your event a best practice for your company’s business development.

7 Oct, 2022

Differences between marketer, Internet marketer and SMM specialist

The recent emergence of a large number of marketing professions has created confusion over the activities of each profession. What kind of marketing does a company need, and what kind of marketing? The question remains open for many.
While businesses continue to understand the concepts of traditional marketing, the distinction between internet marketers and social media management (SMM) managers is far from settled. The choice of the right marketing and the qualifications of experts have a major impact on how a company performs in the market.

What is the difference between a marketer and an internet marketer?

The traditional marketer’s nomenclature doesn’t mean the specialist is outdated and losing its relevance as online technology becomes more and more involved in consumers’ lives. It’s just that its purpose is different.
So what’s the difference between a marketer and an online seller?
The main difference is that internet marketers work in an online environment. All their efforts are to grow the presence of the company or brand on the internet.
You spend 90% of your time engaging with your audience and driving traffic that converts to purchases. Today, with consumers spending so much time online, for many businesses, the presence of Internet marketers is sufficient to handle the basic tasks involved in promoting their products and services.
Unlike professionals dedicated to online advertising, marketers view a company’s goals through the lens of the 4Ps, the H. Four main components:
• product
• price
• Point of sale (sales channel)
• financial support
This means their vision is broader than that of online marketers and involves the application of an overarching strategy. This explains why the latter can be subordinated to traditional marketers, whose job of promoting a company’s products to consumers involves not only the Internet, but also offline media channels.
Therefore, we can say that Internet marketers are a deeper advertising specialization and one of the four components of the marketing mix. For him or her, the transition to traditional marketing is a matter of career development and skill development.
If a company’s traditional marketers are solely responsible for the task of advertising, together with Internet marketers, they become complementary to combined offline and online advertising efforts.
It should be noted that online advertising has many benefits for businesses. As a result, companies’ advertising budgets allow more and more money to flow into the Internet. This is because online advertising provides the opportunity to identify and target users through personalized advertising messages, thereby increasing purchase conversion rates.
Online marketers have more opportunities to monitor the progress of ad campaigns in near real-time. This creates all the conditions for effectively controlling budget allocation between different campaigns and channels based on ROI. Traditional communication channels lack this capability.
Online marketers can more easily protect their budgets from management because the online environment enables them to measure a complete set of metrics that describe the quality of their interactions with their audiences. All of these point to a clear trend in the use of online technologies in the promotion of products and services.
The internet marketer’s future appears to be brighter than that of his peers, who only focus on traditional communication channels. It would be more correct to say that in the near future, all sellers will have to have skills in advertising on the Internet, and then the difference in the qualifications of these two experts will disappear.

Difference Between Internet Marketers and SMM Managers

It is more interesting to distinguish between the competencies of Internet marketers and SMM managers. Both work with the Internet, and Internet promotion and strategic meeting management are often confused, with one superseded by the other.
Despite the job title, SMM or Social Media Marketing Manager has nothing to do with management. The only reason it’s not called a marketer is because of word repetition. Otherwise, you will be called a social media marketing manager.
But back to the differences between occupations. By their very nature, internet marketers strive to use all available online promotion tools to ensure an influx of customers.
For this, it uses websites, web pages, SEO, contextual advertising, e-newsletters, content promotion, etc.
The management of SMM or social media marketing builds the interaction with the target audience on the basis of only one type of platform: the social network. It turns out that internet marketers set tasks and monitor the work of the corresponding experts in the SMM address.

in conclusion

To summarize the description of the differences between industries, there are several components to an online retailer’s advertising strategy (SEO, advertising, e-newsletters, etc.). SMM managers promote the company’s products based on one platform: social media.
In the end, we can confidently say that Internet marketers are a whole set of separate fields with room for individual experts. Obviously, the all-around experts in online advertising do not have such a deep and comprehensive understanding of each profession.
There are two possible paths to becoming an online marketing professional. The first is to improve your online advertising skills as you already have marketing experience. In this case, the individual majors are still in the consensus