marketing strategy, tools & tactics
TRANSCRIPT
fam
ilia
n&
1 insights + interfaces f o r d i g i t a l m e d i a
a brief overview of
Marketing Strategy, Tools + Tactics
a presentation for IDESLI // February 2, 2015
What we’ll discuss today
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‣A bit about me
‣The Marketing Landscape
‣Branding + Brand “Stretch”
‣Customer Relationships
‣Engagement Tools + Techniques
‣Your business + brand
A bit about meI’m a man of many hats
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product + engineering manager experience designercorporate strategist
The massive landscape of Marketing
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Another (slightly simpler) landscape
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Simplifying things a further
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Biz Dev Marketing
Sales
Ops
Ops
Finance
Layering in context
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What is branding?
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Visual recognition?
A mechanism for differentiation?
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The best brands are functional and emotional
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Google Maps Apple Maps Waze
Get there. Maybe get there? Help each other get there!
Brands can be disruptive
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Customer’s demand for
performance
DISRUPTIVE INNOVATION
Traditional “technology”
Brand umbrellas can drive powerful growth
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Health/Wellness
Leisure MoneyPeople/Planet
Telcom/Tech
TravelEntertainment
Brands have different “elasticity”
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More Elasticity
Less Elasticity
Less Elasticity
X2X Relationships
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B2C
B2B
OR
B2B2CVAR
End Consumer
Customer
Customers v. Users
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Customer
User
More Users
More Customers
The
Brand Indirectly engages
Indirectly engage
Which engagement model is best?
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Digital/Viral/Social Marketing Tools
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Pre-launch audience validation
Search Marketing
Viral Marketing
Email Marketing
Data analysis + visualization tools
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Website + Application Data
Data Visualization Libraries
Aggregated Dashboards
Custom DIY Dashboards
Transactions, Fundraising + Ops
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Frictionless transactions
Crowdfunding + Seed Funding
Streamlined Ops
View the interactive summaryat http://maptiv8.com/demos/dt4b.html
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What are your brand attributes?
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Business Basics Internal Attributes External Attributes Sustainability Story
Core product(s)/service(s)Mission: What does the brand
seek to achieve today?
Persona: What is the brand’s character, tone, and style of
expression?
How does the brand’s commitment to sustainability
drive its attributes?
Key features Vision: What does the brand seek to achieve tomorrow?
Story: Within what context, heritage, or legacy is the brand communicated?
What messaging strategy does the brand use to define its
orientation around sustainability?
Key benefits
Values: What principles + beliefs drive the brand’s
mission + vision?
Tagline: How is the brand succinctly described to external stakeholders?
What metrics does the brand cite in its messaging around
sustainability?
Mantra: How is the brand described to internal
stakeholders?
Identity: What are the brand’s logo, colors, fonts, and other
design elements?
fam
ilia
n&
1 insights + interfaces f o r d i g i t a l m e d i a
Thank you! Let’s discuss your questions
[email protected] // http://www.slideshare.net/sfamilian