Are you aware about the different aspects of marketing and its paradigm shift?
In this article, I am going to make you aware about the fundamentals of marketing, how to build a strong brand and different aspects about Traditional marketing, Digital Marketing and Direct response marketing. This article will be useful for students, professionals, freelancers and entrepreneurs.
Before delving deep into the topics, we should know why we do marketing of our products or services.
In the words of a renowned marketing guru, Peter Drucker, “The aim of marketing is to know and understand the customers so well that the product or service fits him and sells itself. The aim of marketing is to make selling superfluous.”
For building a mass trust on any brands, the product or service should be rooted in reality solving real life world problems of customers. Though marketing is a game of perceptions, one cannot survive long in the market with substandard services or products.
Marketing starts before creating the product. It starts with understanding the customer and customer’s needs that leads to creating a product that fits. Marketing is not just about selling. It is also about keeping an existing customer happy by communicating with them so that they can remain a customer for life.
Marketing should be measurable and to make sure that you are meeting your objectives, it’s really important to measure your progress along the way. This is called “Analytics”. Analytics lets you know what’s working well, and what could be tweaked.
For building a strong brand, you have to choose a category and become a leader in that category. Deciding where to complete is half your success. You have to learn marketing because it is rooted in human psychology and understanding the market which gives any organization an edge over his competitors. It provides direct Return on Investment (ROI).
Founder should be involved in marketing of his products. Bill Gates always used to market his MS-Office product in his every talk given on corporate platform among dignitaries. Founder should be the brand ambassador of his product.
There are mainly two ways of doing marketing in this era. One is Traditional marketing and another one is Digital marketing.
Traditional marketing is being done through TV ads, newspaper, radio, billboards, posters, etc. Traditional marketing is best suited for a generic product with a very wide targeting consumer group such as washing machine, mobile phones, soft drinks, etc.
Digital marketing is the best medium to reach the affluent English-speaking population in India with considerable spending power which is around 100 million. It is best suited for niche products or segments where a marketer wants to target certain segment such as healthcare professional or lawyers or students or any other groups, he can target them effectively through digital media with a measurable response and ROI in real time.
To get the best use of Digital marketing media, one should follow CATT Marketing funnel.
CATT Marketing Funnel:
The CATT Marketing Funnel consists of Content, Attention, Trust and Transaction.
By following systematic way of Marketing one can succeed in any business. Your success and how much wealth you will make depends on which niche you select. Select the niche which is having high demand in the market even though there is competition. Choosing the right niche is a combination of your Talent +passion for that subject +demand in the market.
Content: Create high quality content useful and educative to the audience through Blog post, Videos, Lead Magnets, Live Webinars that attracts the audience
Attention: Get the attention of audience by driving traffic to your content via SEO, social media, Paid Ads, & Referrals
Trust: Build trust with your audience with constant communication and through tripwire, marketing automation and retargeting.
Transaction: Once you have built trust with your audience then convert your leads in to paid customers with Natural Sales method.
Integrated Digital Marketing: Some people might wonder what is digital marketing strategy and how to implement it. Some people focus only on one or two aspects of marketing and complain that they do not get sales and all efforts are wasted. But they forget that when there are several mediums of marketing nowadays why not use them in a wise manner to get maximum results. Clever businessmen have the ability to use SEO, Social media, Paid ads, Email marketing as and when required at the right time to drive traffic to their content to convert leads in to paid customers and get maximum sales. This integrated Digital Marketing Framework is like an Engine who drives the CATT Funnel.
The Power of Personal Branding to build Mass Trust: The evolution of a personal brand starts with learning a new skillset through understanding the Concepts, Remembering the Facts, and implementing the Procedures. You can practice to implementation by getting a job, doing freelancing or running your own project. When you write about what you have learnt in a blog, you understand it better and you will also start building a personal brand.
Even if there is competition in a particular niche, you should try to find space there and become the only one (not number 1) in a sub-category. People find it easy to remember Number 1 even if the category is small. When you become leader in a particular category your marketing cost will also go down.
Personal branding is important than company brand because people like to hear from a real person, not from brands. We don’t like to hear from a company but interact with a real person.
Once a person becomes a personal brand, he becomes an influencer and people treat him as an authority in any niche he ventures. The person becomes a brand ambassador for the company he joins. Renowned actors, sportspersons, chefs endorse several products leveraging their personal brand and image. People believe and buy products which they recommend. Thus, you can build Mass Trust of large audience and you can reach the next levels like Consulting one on one, mentoring large number of people at a time and eventually you can go for a startup with your own product or service.
You can check other posts to know more about digital marketing at :