Marketing Fundamentals: 3-in-1 Guide to Master Marketing Strategy, Marketing Research, Advertising & Promotion

By Santino Spencer

Marketing Fundamentals - 3 Manuscripts in 1 Book, Including: Marketing Strategy, Business Branding and Marketing Analytics.

 

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MARKETING STRATEGY:

7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research.

 

YOU'LL LEARN:

• How to understand t

• Language: English
• Publisher: Santino Spencer
• Release date: Jul 5, 2023
• ISBN: 9781088187944

Book preview

Marketing Fundamentals

3 Manuscripts in 1 Book, Including: Marketing Strategy, Business Branding and Marketing Analytics

Santino Spencer

More by Santino Spencer

Discover all books from the Marketing Management Series by Santino Spencer at:

bit.ly/santino-spencer

Book 1: Marketing Strategy

Book 2: Business Branding

Book 3: Digital Marketing

Book 4: Social Media Marketing

Book 5: Marketing Analytics

Book 6: Content Marketing

Book 7: Business Development

Book 8: Mobile Marketing

Themed book bundles available at discounted prices:

bit.ly/santino-spencer

Copyright

© Copyright by Santino Spencer. All rights reserved.

This document is geared towards providing exact and reliable information in regard to the topic and issue covered. The publication is sold with the idea that the publisher is not required to render accounting, officially permitted, or otherwise, qualified services. If advice is necessary, legal or professional, a practiced individual in the profession should be ordered.

From a Declaration of Principles which was accepted and approved equally by a Committee of the American Bar Association and a Committee of Publishers and Associations.

In no way is it legal to reproduce, duplicate, or transmit any part of this document in either electronic means or in printed format. Recording of this publication is strictly prohibited and any storage of this document is not allowed unless with written permission from the publisher. All rights reserved.

The information provided herein is stated to be truthful and consistent, in that any liability, in terms of inattention or otherwise, by any usage or abuse of any policies, processes, or directions contained within is the solitary and utter responsibility of the recipient reader. Under no circumstances will any legal responsibility or blame be held against the publisher for any reparation, damages, or monetary loss due to the information herein, either directly or indirectly.

Respective authors own all copyrights not held by the publisher.

The information herein is offered for informational purposes solely, and is universal as so. The presentation of the information is without contract or any type of guaranteed assurance.

The trademarks that are used are without any consent, and the publication of the trademark is without permission or backing by the trademark owner. All trademarks and brands within this book are for clarifying purposes only and are the owned by the owners themselves, not affiliated with this document.

Table of Contents

Marketing Fundamentals

More by Santino Spencer

Copyright

Table of Contents

Book 1: Marketing Strategy

Table of Contents

Book 2: Business Branding

Table of Contents

Book 3: Marketing Analytics

Table of Contents

More by Santino Spencer

Book 1: Marketing Strategy

7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research

Santino Spencer

Table of Contents

Marketing Fundamentals

More by Santino Spencer

Copyright

Table of Contents

Book 1: Marketing Strategy

Table of Contents

Introduction

Chapter 1: Step 1 - Understating Customers

Know Your Customer

Why Knowing Your Customer Is Important

Standing Out

Creating Content

Customer Loyalty

Getting to Know the Customer

Pro Tip 1 – Buyer Persona

Pro Tip 2 – Social Media Listening

Pro Tip 3 – Surveying

Pro Tip 4 – Content Engagement

Chapter 2: Step 2 - Navigating Market Analyzation

Why is Market Analysis Important

Competitors

4Ps of Marketing

Product

Price

Place

Promotion

Primary Research Options

Chapter 3: Step 3 - Analyzing Competition

How to Assess Where a Brand Stands with Competition

Pro-Tip 1 – Who Is the Competition?

Pro-Tip 2 – Products of the Competition

Pro-Tip 3 – Understanding Competitor Sales Tactics

Pro-Tip 4 – How Competition Markets Products or Services

Pro-Tip 5 – Competition Content Strategy

Pro-Tip 6 – Engagement

Pro-Tip 7 – Promotion of Marketing Content

Pro-Tip 8 – Social Media Presence

Pro-Tip 9 – Strengths, Weaknesses, Opportunities, Threats (SWOT)

Chapter 4: Step 4 - Researching Distribution

Selecting Distribution Channels

Direct Selling

Wholesale

Mail Order

E-Commerce

Chapter 5: Step 5 - Defining the Right Marketing Mix

4 C’s of Marketing

Product/Customer Solution

Price/Cost

Promotion/Communication

Place/Convenience

Choosing the Right Marketing Mix

Chapter 6: Step 6 - Conducting a Financial Analysis

Financial Approach

Sales Projections

Break-Even Analysis

Fixed Cost

Variable Cost

Cash Flow Statement

Loan Activities

Product Viability

Chapter 7: Step 7 - Assessments and Revisions

Evaluating the Market

Market Reaction

Customer Response

Sales Performance

Cost-Per-Acquisition

Return-On-Investment

Knowing When to Make Revisions

Conclusion

Book 2: Business Branding

Table of Contents

Introduction

Chapter 1: Step 1 - Figure Out the Brand Purpose

What Is a Brand Purpose?

How to Build a Brand Purpose?

Advantages of Having a Strong Brand Purpose

Importance of Having a Brand Purpose

Examples of Brand Purpose

Chapter 2: Step 2 - Determine Your Target Audience

What Do You Mean by Target Audience?

Why Do You Need a Target Audience?

Types of Target Audience

Tips for Identifying the Right Target Audience

Chapter 3: Step 3 - Research Your Brand's Competitors

Identify Your Direct Competitors

Identify Your Indirect Competitors

Identify Future Competitors

Focus on the Products Offered by Your Competitors

Analyze Your Competitors' Sales Strategies and Their Results

Analyze Your Competitors' Marketing Strategies

Know Their Content Strategy

Analyze Your Competitors' Content Engagement

Run A SWOT Analysis

Chapter 4: Step 4 - Prepare Your Mission Statement

How to Create a Strong Mission Statement?

Why Is a Mission Statement Important?

Chapter 5: Step 5 - Develop Your Brand Name and Logo

What Is a Brand Name?

The Purpose of a Brand Name

Requirements of A Good Brand Name

How to Select a Proper Brand Name?

What Is a Logo?

What Is the Purpose of a Logo?

Constituents of a Logo

What Makes a Logo Unique?

Chapter 6: Step 6 - Build a Brand Story

What Is a Brand Story?

Advantages of Having a Brand Story

How to Build a Brand Story?

Chapter 7: Step 7 - Market Your Brand

Create a Website

SEO

Use Social Media

You Can Try Live Streaming

Make Your Brand Unique

Start Storytelling

Try Influencer Marketing

Make Valuable Content

Publish on LinkedIn

Help Others

Conduct Podcasts

Do Giveaways and Offer Discounts

Incorporate Infographics

Try Car Wraps

Remarket Campaigns

Try Paid Social Advertising

Networking

Conclusion

Book 3: Marketing Analytics

Table of Contents

Introduction

Chapter 1: Step 1 - Determining the Stakeholders

How to Identify Key Stakeholders

Mapping Stakeholders

Chapter 2: Step 2 - Integration of Data

Path to Purchase

Combine First- and Third-Party Data Sources

Building Bridges

Putting Insights into Action

Chapter 3: Step 3 - Setting Key Performance Indicators (KPIs)

Understanding Marketing KPIs

Sales Revenues

Cost Per Lead

Customer Lifetime Value

Inbound ROI

New Contact Rate

Lead-to-Customer Ratio

Conversion Rate for Landing Page

Organic Traffic

Social Media Conversion Rate / Traffic

Mobile Traffic

Chapter 4: Step 4 - Implementing Analytics

Dashboard Development

Five Second Rule

Logical Layout

Less Is More

Choosing Data Visualizations

Chapter 5: Step 5 - Data Hygiene and Data Governance

Culture and Resource Strains

Challenges

Data Hygiene

How Data Becomes Compromised

Data Audit

Maintaining Data Hygiene

Applying Data Governance

Data Governance Goals Defined

Processes

Chapter 6: Step 6 - Measuring Success

Marketing Analytic Paradox

Mistakes with Marketing Analytics

Chapter 7: Step 7 - Vendor Considerations

Marketing Analytics Software

Mixpanel

AdWords Performance Grader

Formisimo

CrazyEgg

BuzzSumo

Convertible

Crowdbooster

Open Site Explorer

Conclusion

More by Santino Spencer

Introduction

Welcome to Marketing Strategy; whether you are trying to run a business or just up your marketing game, you have made a great choice. The seven steps shared within Marketing Strategy will provide great value to enhance your success. Every business, regardless of size, has to have some type of strategy for marketing. Simply going about marketing without a plan can be very costly and honestly might even hurt your brand.

One of the most important things businesses and brands need to understand is marketing. A marketing plan that is sold can make a difference between increasing cash flow and bankruptcy. When just getting started with understanding marketing strategy, it can be a bit overwhelming. There are many different moving parts and things to consider.

Understanding how to develop a marketing strategy is a great way for you to achieve your goals. The following chapters use a seven-step approach to marketing strategy and will help you ultimately develop a full marketing plan for your business.

Developing a marketing strategy is essential for any brand. It provides the research and tools needed to connect with the audience the brand is looking to connect with. Ultimately it can also show how the business is growing and opportunities for future growth. Without marketing, a brand is simply not going to be seen or grow. Marketing provides the spark for amazing brands to flourish and be known within the industry.

However, this does not mean that brands should market without direction. Marketing is a strategic part of the business, and all brands should have a clear plan to achieve the ultimate goals they have for their brand. The tactics and results can look different from brand to brand, which is why there is not a cookie-cutter approach to marketing. Brands must spend time and effort to develop a strategy.

Many brands miss out on the opportunity for growth through marketing because they do not see the importance of marketing strategy. The fact is, having a strategy for marketing is very useful, and brands should think of it as a roadmap to success. The strategy is a guide to help in many different aspects of the business that some would not have previously considered.

The following seven steps will provide you with a highlighted path that you can use to achieve your specific objectives and goals. While Marketing Strategy has made every effort to simplify the process, there are many different aspects to consider, and questions to be answered as a brand creates a marketing strategy.

There are some real consequences for not having a marketing strategy, and it would be remiss of us not to bring those to light. The biggest reason small businesses and companies fail in the first five years is that they fail to have a plan. Brands that do not recognize the importance of strategy and integrating it into a plan will often face the following consequences—losing market share to competitors and losing market share to other new brands in the same space and failing to retain or gain a new consumer base, as well as, missing out on opportunities for more specific targeting and optimizations.

Remember that knowledge is power, and by growing your understanding of Marketing Strategy, you will be able to provide your brand with a wealth of knowledge to build success. With all the knowledge you will gain from Marketing Strategy, you will be able to overcome many hurdles that your competition may not have seen coming. Let’s get started.

Chapter 1: Step 1 - Understating Customers

As a person looking to learn more about marketing, the number one thing you want to feel is a success from the plan or actions you are taking. Success in marketing can look very different to different people or groups. Some associate success with analytics, others with follower count, some with the number of visitors reaching your site, or walking through the doors. Yet, how do you really know when you are successful?

The honest answer is there is only one single judge to see if a marketing campaign was successful or not, and that is with your customers. This is the most basic part of marketing. If your audience is not connecting with your marketing strategy, it will not matter how beautiful, cool, or even innovative the strategy seems. Even you see something that is killing it with another company, that does not mean