Marketing Management

Name: Marketing Management | 8 in 1 Guide to Master Strategy, Branding, Digital Marketing, Social Media, Analytics, Content, Business Development & Mobile Marketing
Brand: Santino Spencer
Price: 23.99 EUR
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8 in 1 Guide to Master Strategy, Branding, Digital Marketing, Social Media, Analytics, Content, Business Development & Mobile Marketing

Santino Spencer(Autor*in)

Santino Spencer (Verlag)

1. Auflage

Erschienen am 3. Juli 2023

568 Seiten

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978-1-0882-1320-9 (ISBN)

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Inhalt

Marketing Management
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: Digital Marketing
Table of Contents
Introduction
Chapter 1: Step 1 - Understanding Why Digital Marketing Is the Future of Your Business
The World Is Changing
What Is Digital Strategy?
The Apple Case Study
Chapter 2: Step 2 - How to Create the Right Kind of Content
Quality Content Is King
What Type of Content Qualifies As "Great" Content?
The Type of Content You Should Be Generating
Who Churns Out the Content?
Chapter 3: Step 3 - Preparing Your Digital Strategy
Step 1: Set Clear Objectives
Step 2: Understand the Audience You Are Trying to Target
Step 3: Figure Out Your Messaging
Step 4: Determine Your Channels
Step 5: Think About Your Content
Chapter 4: Step 4 - A Guide to Budgeting
What Is a Marketing Budget?
The Benefits of Going Digital
Steps to Begin Creating Your Budget
Chapter 5: Step 5 - Why Email Marketing Automation Is a Game Changer
What Is Email Marketing Automation?
How Email Marketing Automation Will Benefit You
Chapter 6: Step 6 - Tell A Digital Story That Sells
What Is Digital Storytelling?
Why Would You Create A Story?
The Process of Creating Your Story
Quick Tip About Attention Spans
Chapter 7: Step 7 - Tracking Your KPI and Metrics
What Are Digital Marketing KPIs?
How Do I Choose the Best KPIs for My Brand?
How Do I Track My KPIs?
Your Most Important Metrics
Conclusion
Book 4: Social Media Marketing
Table of Contents
Introduction
Chapter 1: Step 1 - Understand Why Your Business Needs It
What Is It?
Why Your Business Needs It
Chapter 2: Step 2 - Market Research Done Right
What Is Social Media Market Research?
The Benefits of Market Research
Primary and Secondary Market Research
Social Media Channels That Are Good for Research
Chapter 3: Step 3 - How to Market on Facebook
Your Content Is Where the Magic Happens
Focus on Creating Video Content
Repurpose Your Top Performing Content
Focus on Your "Pages to Watch"
Listen to Your People
Chapter 4: Step 4 - How to Market on Instagram
You Need to Have a Plan
Create Shareable Content
Identify Who Your Target Market Is
Your Account Needs to Be Visible
Use Your Hashtags Sparingly
Create Content That Is Strategic
Engage with Your Target Audience Regularly
Create Vertical Video Content
Chapter 5: Step 5 - How to Market on YouTube
Your YouTube Marketing Strategy
Setting Up Your Channel
Getting Your First Few Subscribers
Chapter 6: Step 6 - Focusing on the Right Niche Market
What Is a Niche Market?
How Do You Find Your Niche Market?
Chapter 7: Step 7 - Build an Unforgettable Presence
The Importance of Social Media Presence
The Benefits of Being Unforgettable
How Do You Make a Lasting Impression?
Conclusion
Book 5: 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
Book 6: Content Marketing
Table of Contents
Introduction
Chapter 1: Step 1 - Understand the Value Proposition
Leverage Existing Content
Engage Your Audience
Tailor Your Content
Chapter 2: Step 2 - Build the Narrative with Content Marketing
The Power Tool
Creating Customer Identities
Cutting Through the Clutter
Benefits of Storytelling
Principles of Storytelling
Transmit Knowledge and Meaning
Chapter 3: Step 3 - Structure Influence and Authority
Boundless Benefits
Enhance SEO efforts
Higher Domain Authority
Chapter 4: Step 4 - Build and Strategize
Document Your Aims, Goals, Along with Key Performance Indicators
Audit Your Existing Content
Research Keywords and Create Content
Finalize Your Lead Magnet or Hook
Commit to a Publishing Schedule
Boost Your Materials
Chapter 5: Step 5 - Align Content Marketing with the Buyer's Journey
Your Content Mapping Approach
What Are the Benefits of Content Mapping?
Get Started with Content Mapping
Content Mapping Steps
Are There Tools to Create a Content Map?
Getting the Most from Your Content Maps
Using Maps to Aid in Tech Decisions
Chapter 6: Step 6 - Appeal to Your Customer-Base
How Much and How Often
A Simple Framework to Follow
The Content Marketing Funnel
Where Does Each Type of Content Go?
Chapter 7: Step 7 - Distributing Your Content
Content Distribution Process
Content Distribution Plan
Make Smart Channel Choices
Conclusion
Book 7: Business Development
Table of Contents
Introduction
Chapter 1: Step 1 - Identify Your Target Market
Understanding Current Customer Base
Who's Shopping the Competition
What Is Your Service or Product?
Considering Demographics to Target
Decision Evaluation
Chapter 2: Step 2 - Identify the Type of Business You Are Running
Understanding B2C and B2B
Chapter 3: Step 3 - Setting Goals
Prioritizing Goals
Discuss Goals
Making Goals SMART
Key Performance Indicators (KPIs)
Good Habits Achieve Goals
Chapter 4: Step 4 - Generating Leads
Understanding Lead Generation
Chapter 5: Step 5 - Increasing Website Traffic
Considering Traffic
Online Advertising
Chapter 6: Step 6 - Using Sales Funnels
Understanding a Sales Funnel
Sales Funnel Management
Developing a Sales Funnel
Qualifying Leads Within the Funnel
Engaging Leads Through the Funnel
Automation of Moving Leads Within the Funnel
Key Sales Funnel Metrics
Chapter 7: Step 7 - Viral Marketing
Understating How Viral Marketing Works
Examples of Viral Marketing
Commonality in Viral Marketing Campaigns
How to Start with Viral Marketing
Conclusion
Book 8: Mobile Marketing
Table of Contents
Introduction
Chapter 1: Step 1 - Developing a Mobile Strategy
Defining the Audience
Considering Your Audience
Customer Lifecycle
Defining Goals
Developing Key Performance Indicators
Integration into the Overall Marketing Strategy
Chapter 2: Step 2 - Using Push Notifications
Push Notification Key Strategies
Personalized Offerings
Abandoned Cart Recovery
Order and Shipping Information
Increasing Reach
Delayed Popups
Exit-Intent Popups
Visual Overlays
Services for Push Notification
Optimizing Approach of Push Notifications
A/B Testing
Content
Chapter 3: Step 3 - Using Apps for Marketing
Mobile App Marketing Funnel
Awareness
Conversion
Retention
How to Tell If Your Mobile App Is Good
Pro-Tip 1 - Know the Daily and Monthly Active User Average
Pro-Tip 2 - Length of App Session
Pro-Tip 3 - Segmenting Acquisitions by Source
Chapter 4: Step 4 - SMS Mobile Marketing
SMS Customer Engagement
Considerations for SMS Marketing
Permission
Shortcode
Don't Abuse Your Privilege
Keywords
Real-Time Responses
Measure Success
SMS Marketing Foundation
Chapter 5: Step 5 - Using Location-Based Marketing
Importance of Location-Based Marketing
Key Types of Location-Based Marketing
Using Location-Based Marketing
Location-Based Marketing Benefits and Disadvantages
Benefits
Disadvantages
Chapter 6: Step 6 - Getting Social with Mobile Marketing
Social Media Marketing
Optimizing Social Media for Mobile Marketing
Mobile friendly Social Media Page
Power in Short Videos
Customer Check-Ins
Chapter 7: Step 7 - Using Quick Response (QR) Codes
How Do QR Codes Work
Marketing with QR Codes
What Can QR Codes Do?
Are There Different Types of Organizations That Can Use QR Codes?
Additional Advantages to Using QR Codes
Properly Using QR Codes in Mobile Marketing
Ultimately It Is the Consumer Experience That Matters
Shopping Experience
Access to Additional Information
Aesthetics Matter
Conclusion

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