Definition of marketing

Convincing someone to choose your offer. - value creation - Understanding audience - strategic communication and delivery - long term relationships building

Objective

A clear meauserble goal defining what a business wants to achieve with its marketing efforts within a set timeframe.

Marketing funnel

A methapfor describing the customer journey from awareness to loyal customers, helping marketers set clear objectives for each stage.

AIDA model

An old model of the marketing funnel that includes awareness, interest, desire, action.

The marketing funnel

A more modern funnel model that includes awareness, interest, consideration, intent, evaluation, purchase, commonly used in marketing.

See-think-do-care

A framework focusing more on perception.

What steps are in the marketing funnel?

1. Awareness 2. Interest 3. Consideration 4. Evaluation 5. Purchase

The funnel stage: awareness

- potential customers discover your brand or product, goal is to attract attention. - marketing campaigns and consumer research - events, advertising, blogs, direct email, social media

The funnel stage: interest

- customers start engaging and learning about your product: goal is to spark curiosity. - engagement and introduction to positioning - emails, targeted content, classes, news letters

The funnel stage: consideration

- customers compare options and think about buying: goal is to show value - product information and specials - automated email campaigns, free trials

The funnel stage: intent

- customers signal they are likely to buy: goal is to encourage action. - product demos and shopping cart - interested users get targeted messages to complete their purchase

The funnel stage: evaluation

- customers review and validate their choice: goal is to build confidence - marketing and sales work to prove that their products is the best

The funnel stage: purchase

- customers complete their transaction: goal is to finalise the sale

What are the 3 levels of marketing?

- objective - kpi - metrics

KPI

- key performance indicators - a primary measure off success linked to a marketing objective that shows whether the goal is being reached

Metrics

- supporting data points to understand performance - giving context and detail but not all are equally important

Awareness objective

Make more people know the brand and reach new audiences

Consideration objective

Get people to explore products features and build trust through reviews and testimonials

Conversation objective

Increase online purchases and make people act

Retention objective

Improve customer satisfaction and increase repeat purchases

Advocacy objective

Encourage referrals and make people talk about the brand