In this article, I am going to share with you some marketing concepts I learned recently which were an eye-opener for me, not only as a digital marketer but also as a marketer in general.
Here’s an outline of the concepts we’ll be covering today:
- Fundamentals of Marketing
- Digital Marketing Vs. Traditional Marketing
- Direct Response Marketing
- CATT Marketing Funnel & Framework
- Integrated Digital Marketing
- Personal Branding: MassTrust Blueprint
This article will be useful for marketers, mentors, entrepreneurs, bloggers, professionals, freelancers, and digital creators. Let’s dive in.
Fundamentals of Marketing
What is the first thing that comes to your mind when you hear the term ‘Marketing’?
Some of you might say — ‘Advertisements, Promotions, Social Media Campaigns, Flyers, Billboards and Hoardings’. Yes, I agree with you. But these are just a few components of marketing.
Marketing in itself is a giant, never-ending process that begins before the product is created (understanding the customer & customer needs first) and continues even after the product is sold.
In simple terms, Marketing is about sending the right message, to the right person, at the right time.
The terms ‘marketing’ and ‘selling’ are often used as synonyms, but there is a huge difference between marketing & selling. Selling means converting the product into cash, but marketing is the process of meeting and satisfying customer needs. Marketing starts much before and continues even after the product is sold.
The purpose of Marketing is to build a brand and capture a position in the minds of customers.
One thing that I learned about marketing today is,
“Never let marketing become more important than the product. A great product sells itself.”
Great product will satisfy your customers and convert them into your brand ambassadors.
They help in effective ‘word of mouth marketing’ — one of the best marketing channels.
Marketing has evolved over the years and the latest and most advanced version of marketing is Digital Marketing. In the next section, we will talk about how digital marketing differs from traditional marketing.
Digital Marketing Vs. Traditional Marketing
Being a digital marketer, it would be quite arrogant of me to say that Digital marketing is better than traditional marketing. No, I would not say that, because the type of marketing to be used hugely depends upon what is the product being sold.
For example, traditional marketing like TV ads can be effective for Fast Moving Consumer Goods (FMCG) like packaged foods, beverages, toiletries, candies, cosmetics etc. because it can reach a huge television watching audience.
I am a digital marketer, and I provide digital marketing services to local businesses to build online presence of their business on the Internet. Now if I wish to advertise my services to them, I will not use TV advertising as it will be costly for me and also I won’t be able to target the right audience. So in this case, I will largely invest on digital marketing techniques like Facebook ads, Google ads, Instagram Ads to target local businessmen and drive them to my website to know more about my services.
For companies like Zomato & Swiggy, a combination of both, traditional marketing (TV Ads, Radio Ads, Newspaper Ads) and digital marketing (Facebook ads, Google ads, Instagram Ads) has proved very fruitful.
The major difference between the two is:
- The medium through which the potential customers encounter a marketing message. Traditional marketing uses media like magazines and newspapers, digital marketing uses digital platforms like social media or websites.
- Digital Marketing is measurable, cost-efficient and cheaper than Traditional Marketing. Return on investment, Results and Data can easily be measured using tools like Google Analytics.
Therefore, we can conclude that traditional marketing and digital marketing both are equally important and the type of product being sold is an important factor to be considered here.
Coming up in the next section, a technique to analyze the outcomes of your marketing efforts.
Direct Response Marketing
Be it a traditional or a digital marketing campaign, you will not be able to understand the results of your campaigns unless your target customers take action in response to it.
“Direct Response is a type of marketing designed to elicit an instant response by encouraging prospects to take a specific action.” — MarketingEvolution.com
Your advertising should be such which prompts your potential customers to take some action or respond to the ad in one way or the other. This is also called Call-to-Action.
Let’s understand this with some examples:
- Social media advertisement by Deepak Kanakaraju (DigitalDeepak) with a call-to-action to apply for his digital marketing internship program –
- Newspaper advertisement by Liberty with a call-to-action to come to the address mentioned in the ad and avail 20% discount by bringing this coupon –
So these were examples of direct response marketing used in traditional as well as digital marketing to prompt some response by the potential customers.
As discussed earlier, marketing is not a one time function, it is a continuous process. To successfully drive through your marketing journey, Digital Deepak came up with a very simple and interesting formula called CATT marketing funnel & framework. More on this, in the next section.
CATT Marketing Funnel & Framework
According to this framework:
W = n^CATT
Where W = Wealth; n= Niche; C = Content; A = Attention; T = Trust; T = Transaction.
This might seem overwhelming at first, but the framework is quite simple.
Wealth and success depend on the niche (n) you choose.
You must create unique and relevant content (C) like blog posts, images, infographics, videos, lead magnets, live webinars etc. that is useful for the people from your niche.
The next step is to drive attention (A) or traffic to your content using SEO, social media, paid ads and referrals.
Build trust (T) with your audience by providing them value and generating leads.
If all the above steps are successfully executed, only then the transaction (T) will happen and your leads will be converted into customers.
In the next section, we will discuss the integration of various digital marketing methods.
Integrated Digital Marketing
Digital Marketing methods commonly used are search engine marketing(PPC), search engine optimization (SEO), email marketing, content marketing, digital display marketing and social media marketing.
Often I hear some marketers complain that digital marketing doesn’t work, but the truth is, they haven’t used the integrated digital marketing approach yet, which is:
The integrated digital marketing process emphasizes on quality content as the focal point. Let us understand the process in a simple manner:
- First, you need to create quality content relevant to your niche and publish that on your blog/website which will educate the customers about the industry and your product/service.
- Next, share the content on social media platforms, which will redirect traffic to your blog/website.
- People nowadays use Google to search for almost everything, so making your blog/website visible on search engines is very important. Basic on-page SEO would be enough to bring huge traffic from search engines to your blog/website.
- Now that you have sizeable traffic on your blog/website, you can create an opt-in form for your readers to ask them to subscribe to your email list. Email marketing is one of the best marketing techniques to communicate directly with your potential customers.
- Similarly, investing in paid advertising on search engines and social media will help you to drive more traffic to your blog/website and also help in building your email list.
- Finally, the outcome of the effective integration of all of these methods will lead to sales by converting your leads into customers.
In the next section, we will discuss personal branding and how you can become a personal brand in your niche.
“Personal branding is the art of becoming knowable, likable and trustable” — John Jantsch
Personal branding means creating your own brand name and building trust in your audience. A personal brand helps you to differentiate yourself from your competitors.
Elon Musk, Warren Buffet, Jack Ma, etc. are a few examples of personal brands, all these people have a greater brand name than their respective field of work.
Another notable example of a personal brand is Cristiano Ronaldo, the footballer has a greater following than Manchester United, Real Madrid and Juventus (the football clubs he has played for).
People tend to hear from people, not brands. In terms of marketing, people blindly follow the personal brands like the ones mentioned above and buy what they sponsor as influencers (influencer marketing — another advantage of personal branding).
How to create your Personal Brand?
Digital Deepak, my digital mentor shared a framework called ‘MassTrust Blueprint’.
- Firstly, you need to learn a new skill. Gain knowledge about that skill from concepts, facts and procedures.
- Then, put those skills to work. Practice the skills you learned because implementing in the real world will give you a better understanding.
- Write a blog on what you experienced. Writing what you learned and implemented help in better understanding and also builds the base of your personal brand.
- Now you have learned a new skill, have work experience in it, and also established your personal brand through a blog. You can use your expertise to consult others.
- The next step would be to mentor people who want to become like you. Mentoring will help you to brush up your skills and it will further strengthen your personal brand too.
- Working on your own startup is the last piece of the puzzle in this game called Personal branding. Build your own product/service on the basis of your understanding of the market and your skills.
Marketing is an unending ocean. In this article, I shared with you some of the ultimate marketing concepts like fundamentals of marketing, traditional vs digital marketing, direct response marketing, CATT marketing funnel, integrated digital marketing and personal branding.
If you wish to learn more about digital marketing through a unique internship, check out this in-depth and honest review of the Digital Deepak Internship Program.
I always look forward to hearing from you, let me know your views in the comments below.