social media marketing

• Marketing Communications refers to the activities involved in communicating with customers through various channels to promote and sell products or services.
• Segmentation is the process of dividing a company’s customers into smaller, more manageable groups based on characteristics that are both common to the people in the group and relevant to the company’s positioning in the market.
• A Value Proposition is a statement that outlines the benefits of a product or service and its unique selling points.
• Positioning is the process of creating a unique image for a product or service in the market.
• Integrated Marketing Communications (IMC) is used to move customers through the Marketing Funnel.
• The Offering is a general term used to refer to a product and/or service, along with its related benefits, that a company offers for sale to its customers in order to meet their needs.
• B2B and B2C companies can be divided into two broad categories based on whether they sell to consumers (B2C) or to other businesses (B2B).
• B2B companies can be differentiated from consumer marketing due to the complex nature of relationships and interactions that form a buying process and customer life cycle that lasts months or years.
• B2B buying journey involves more research and analysis being done by a greater number of people before the decision to purchase is made.
• B2B customers search for information differently than B2C customers.
• B2C customers are looking for information out of personal interest and on personal time.
• Segmentation, Targeting, Positioning (STP) is a strategy used to improve marketing communications, customer loyalty, sales growth, and reduce marketing costs.
• Interest in the AIDA Model is about generating interest by communicating the benefits of your offering to the customer, with the goal of getting them to like it.
• Integrated Marketing Communications (IMC) involves using multiple communication channels and integrating them, with messages across channels presented with a tone and style that are consistent with the brand’s personality and core message.
• The AIDA Model stands for Awareness, Interest, Desire, and Action, and is a way of visualizing the process of attracting new customers.
• Other channels for IMC include Public Relations, Direct Marketing, and Personal Selling.
• Integrated Marketing Communications does not focus on digital marketing channels such as social media and search engines but usually does not include traditional media channels.
• The Marketing Funnel is a way of visualizing a customer’s journey as they go through the process of learning about your offering and then deciding whether to purchase it, with stages including Discovery, Consideration, and Purchase.
• A message is a communication to a target audience about a product, service, idea, or cause.
• Traditional media channels for IMC include newspapers and magazines, radio, television, billboards, and telemarketing.
• A marketing campaign is a planned sequence of promotional activities, usually carried out across multiple communications channels, organized around a consistent message which has been designed to accomplish a specific objective.
• Awareness in the AIDA Model is about attracting the customer’s attention to your offering, with the goal of getting them to recognize it.
• Digital marketing channels for IMC include websites, blogs, podcasts, social media, email, video, and webinars.
• The three objectives of advertising are to inform, persuade, and remind.
• Segmentation in STP is the process of dividing a company’s customers into smaller, more manageable groups based on characteristics that are both common to the people in the group and relevant to the company’s positioning in the market.
• Target Market in STP is the group of customers that a company aims to serve.
• Behavioural Segmentation includes brand loyalty, spending habits, purchase frequency, usage rate, customer journey stage, and benefits sought.
• Targeting in marketing is a strategy that breaks a large market into smaller segments to concentrate on a specific group of customers within that audience.
• Functional Positioning is when a product is positioned based on its features and benefits.
• Symbolic Positioning is when a product is positioned based on its status or image.
• Ideally, you should create visual representations of your customer personas and have them visible in your workspace to keep the customer and their needs top-of-mind when decisions are being made about communications planning or product development.
• A Perceptual Map is a two-dimensional graph that visually shows where an offering stands, or should stand, relative to its competitors, based on criteria important to buyers.
• Experiential Positioning is when a product is positioned based on the user experience it provides.
• Demographic Segmentation includes age, gender, education, income, marital status, ethnic and/or religious background, and family life cycle.
• Psychographics Segmentation includes lifestyle, social class, opinion, activities and interests, attitudes and beliefs, and expectations.
• Market Positioning refers to the ability to influence consumer perception and establish the image or identity of a brand.
• Value Proposition in STP is a statement that outlines the benefits of a product or service and its unique selling points.
• Customer personas are semi-fictional representations of your ideal customers that help you empathize with the people your brand is trying to attract - what they hope to accomplish, what goals drive their behavior, what factors cause them to buy.
• Firmographic Segmentation (For B2B) includes industry, location, size, annual revenue, structure, performance (is the business growing or shrinking?).
• Build a customer’s persona who falls into the profitable segment.