Marketing the new paradigms
The document contains a summary of various marketing roles and positions within a company. It then provides diagrams illustrating the relationships between sales, marketing, targets, objectives, products, brands, benefits, buyers, customers, and turnover/profit. Additional diagrams map out the customer development process and key aspects of marketing including market analysis, advertising, targeting, positioning, campaigns, brand architecture, new product development, digital marketing, CRM, communication, and data setup. Traditional marketing is compared to digital marketing. Suggestions are provided for taking time to nourish your brand. Examples of effective marketing quotes are highlighted. The importance of understanding how the brain works, psychology of buying, evolutionary biology, and anthropology is discussed in relation to a
Marketing the new paradigms
- 4. Social Marketing and Commerce Manager Marketing Project Manager Consumer Marketing Manager Acquisition Conversion Assistant Publicity & Marketing Manager Head of Marketing Marketing and CRM Manager Senior Affiliate Marketing Manager European Poultry Business Manager Sales & Marketing Director Partnership Marketing Executive On-line Manager Vice President (Marketing and Commutations Manager) Segmented Pricing Manager eCRM Executive Corporate Marketing Director Marketing Director Marketing Database Analyst Online Marketing Manager Head of Marketing Services E-Commerce Manager Customer Marketing Controller Trading & Acquisition Marketing Manager Head of Product and Proposition Strategy Insight Director Marketing Campaign Manager Product Planner Promotions Coordinator Business Development Director Market Insight Manager Proposition Development Manager Marketing & Communications Manager Marketing Services Executive Head of Digital Customer Marketing PPC Executive Marketing Team Leader Shopper Marketing Team Leader Customer Experience Manager Internal Communications Associate Business Communications Manager Roadshow & Event Coordinator Web Analytics Specialist
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- 7. Sales Marketing Targets Objectives Units Market Share Products Brand Benefits USP & Values Buyer Customer Turnover Profit
- 10. Customer Customer Experience Research Advertising Targeting & Segmentation Market Analysis Positioning Data & Campaigns Set-up KPI’s & Brand Process & Measurement Architecture CUSTOMER Protocols Contact Knowledge DEVELOPMENT Management Agency Management Callage New Product Management & Pattern & CRM & Review Dash Board Channels Development Year Communication Planning New SALES BRAND Technology PLANNING DEVELOPMENT DIGITAL Key SEO + Efficiency Account Content Communication Audit Review Strategy Sales Promotion eCommerce Function Training & Organisation Mentoring Web & Catalogue PPC + New Incentive & Online media MARKETING Set Up Motivation DIRECTION Lead Generation Needs managing…
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- 12. Traditional Digital
- 22. Look Logo Tone of voice Positioning Key message Creative framework Images Messages Typeface Graphics Typeface
- 23. LOGIC EMOTION
- 24. Products Brands are just are PEOPLE FRIENDS
- 25. • • • • • • Take time to • ‘NOURISH YOUR BRAND’
- 29. 'We identified name recall as the number-one thing to address,' says Mark Vile, director of marketing at comparethemarket.com. ‘quotes increased 80% cost per acquisition was reduced by 73%’
- 33. Colao said “It is not the brand talking any more and telling the customer what to do. It is the customer who will decide. I am trying to steer the whole company in this direction.”
- 35. How the brain works The psychology of buying Evolutionary biology Anthropology of culture Meet ‘MARKETING CONSILIENCE’
- 36. The steps to MARKETING success
- 37. “To create and capture customer desire for what the company does at a sustainable profit.”