17. Marketing
Student´s name Rafael Ricardo Ávila Pérez
Nua 901954
Task 1 Marketing
1.What is the definition of Marketing?
Marketing is the
activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.
2.What is understood as Market in business?
it is
the way in which sellers and buyers exchange goods and services for a monetary
payment generally
3.What is the purpose of Marketing?
The goal of marketing is to research and analyze your
consumers all the time, conduct focus groups, send surveys, study online
shopping habits, and ask an underlying question: “Where, when, and how does our
consumer want to communicate with our business? "
4.Why
is Marketing important?
Marketing is important because it helps you sell your products or
services. The bottom line of any business is to make money and marketing is an
essential channel to reach that end goal
5.What are the different
types of Marketing? Define them in detail.
1. Traditional Marketing
Traditional marketing refers to brand promotion on
offline channels that were around before the rise of the internet. Think
billboards, flyers, and radio spots.
Because information wasn't as easily accessible and
readily available, the majority of traditional marketing relied on outbound
tactics such as print, television ads, and billboards.
2. Outbound Marketing
Outbound marketing refers to intrusive promotion,
such as cold calling, email blasts to purchased lists, and print ads.
This marketing method is called "outbound"
because it involves pushing a message out to consumers to raise awareness on
your products or services — regardless of consumer interest.
3. Inbound Marketing
Inbound marketing, on the other hand, is focused on
attracting customers rather than interrupting them. The majority of inbound
marketing tactics fall under digital marketing, as consumers are empowered to
do research online as they progress through their own buyer's journey.
Inbound is built on three pillars: Attract, engage,
and delight. Your initial goal is to create valuable content and experiences
that resonate with your audience and attract them to your business.
The next is to engage them through conversational
tools like email marketing and chat bots, and of course continued value.
Finally, you delight them by continuing to act as an empathetic advisor and
expert.
4. Digital Marketing
Digital marketing is the opposite of traditional
marketing, leveraging technology that didn't exist traditionally to reach
audiences in new ways. This type of marketing encompasses all marketing efforts
that live online.
Businesses leverage digital channels, such as search
engines, social media, email, and websites to connect with current and
prospective customers.
5. Search Engine
Marketing
Search engine
marketing, or SEM, includes all strategies used to ensure your business is
visible on search engine results pages (SERPs). With SEM, you can get your
business in the number one spot when a user searches a particular keyword.
The two types of
SEM are search engine optimization (SEO) for organic search results and
pay-per-click (PPC) advertising for sponsored search engine results.
To get started with
SEO, you must familiarize yourself with search engine ranking factors and
produce content for search engines to index.
Pay-per-click SEM
involves bidding on keywords to get your ads placed, through platforms like
Google Ads. There are also ads management tools to make creating and managing
PPC campaigns a breeze.
6. Content Marketing
Content marketing is a key instrument in inbound and digital
marketing because it's one of the best ways to attract your target audiences.
It involves creating, publishing, and distributing content to your
target audience through free and gated channels, such as social media
platforms, blogs, videos, ebooks, and webinars.
With content marketing, the goal is to help your audience along
their buyer's journey. First, identify common FAQs and concerns your buyers
have before they are ready to make a purchase.
Then, create an editorial calendar to help you create and manage
your content. It also helps to have a content management system (CMS) to make
publishing easy.
marketing editorial calendar templates
7. Social Media Marketing
With platforms like Facebook, Instagram, LinkedIn, and Twitter,
brands can promote their business and engage with audiences on a more personal
basis.
However, with social media, two things are key to success:
relevant content and consistency.
No one logs on to social media looking for something to purchase,
it's important to balance promotion with entertainment. Compelling images and
captions that encourage your audience to like, share and comment will bring
your brand that much closer to gaining a customer.
Now onto consistency – it's what keeps your followers coming back.
How can they get invested in your brand if they rarely see it on their
timeline? To make publishing content across platforms easy, there are a number
of social media tools that automate the process.
social media content calendar
8. Video Marketing
According to a 2021 Wyzowl study, 87% of marketers say using video
in their marketing strategy has a positive ROI. Whether it's for your website,
YouTube channel, email list, and/or social media following, video can boost
brand awareness, generate conversions, and close deals.
Some video marketing apps even allow you to analyze, nurture, and
score leads based on their activity.
Discover videos, templates, tips, and other resources dedicated to
helping you launch an effective video
marketing strategy.
9. Voice Marketing
Voice marketing is leveraging smart speakers like Amazon Alexa and
Google Home to add value to your audience and answer questions about their
topics of interest.
Beyond optimizing your website for voice search by incorporating
the right keywords, you can also get inventive by developing a Google Home
action or Alexa skill.
For instance, Uber created an Alexa skill that allowed users to
request a ride with a simple voice request. TED developed a feature that
allowed Alexa users to play TED Talk based on topic, tone or speaker.
10. Email Marketing
Email marketing connects brands to leads, prospects and customers via
email. Email campaigns can be used to increase brand awareness, generate
traffic to other channels, promote products or services, or nurture leads
toward a purchase.
Email regulations like the GDPR and the CAN-SPAM Act require
brands to comply with responsible commercial email practices, which boil down
to three principles:
Only email people who are expecting to hear from you. I.e. they've
opted in.
Make it easy for subscribers to opt out.
Be transparent about who you are when you do make contact.
With that in mind, the first thing you'll need to do is strategize
how you'll build your email list — the database of contacts you can send emails
to. The most common method is through lead capture forms on your website.
Then, you'll need email marketing software and a CRM to send,
track, and monitor the effectiveness of your emails. To push your email
strategy further and maximize productivity, you may also want to look into
email automation software that sends emails based on triggering criteria.
To learn the ins and outs of email marketing, take the free email
marketing course from HubSpot Academy.
New Call-to-action
11. Conversational Marketing
Conversational marketing is the ability to have 1:1 conversations
with your audience across multiple channels – meeting customers how, when, and
where they want. It is more than just live chat, it extends to phone calls,
texts, Facebook Messenger, email, Slack, and other channels.
When you're getting started, you'll first identify which channels
your audience is on. The challenge, though, is being able to manage multiple
channels without slow response times, internal miscommunication, or
productivity loss. That's why it's important to use conversational marketing
tools, such as a unified inbox, to streamline your efforts.
12. Buzz Marketing
Buzz marketing is a viral marketing strategy that leverages
refreshingly creative content, interactive events, and community influencers to
generate word-of-mouth marketing and anticipation for the product or service a
brand is about to launch.
Buzz marketing works best when you reach out to influencers early
and have a plan in place to generate buzz surrounding your brand. To track your
efforts, invest in social listening software to keep a pulse on how your
audience is responding.
13. Influencer Marketing
Influencer marketing is designed to tap into an existing community
of engaged followers on social media. Influencers are considered experts in
their niches and have built loyalty and trust from an audience you might be trying
to reach.
To get started with influencer marketing, you must first build
your influencer marketing strategy and define what type of influencer you're
targeting. Then, you'll want to create criteria for your influencer to ensure
they align with your strategy and budget. Factors to consider include their
niche, the size of their audience, and their current metrics.
From there, you can find influencers and reach out to them by:
Manually reaching out on social media.
Using an influencer marketing platform.
Hiring an agency to do the research and outreach for you.
Improve your website with effective technical SEO. Start by
conducting this audit.
14. Acquisition Marketing
With any marketing strategy, your goal is to attract and retain customers.
However, each type of marketing focuses on a specific stage of the buyer's
journey. Acquisition marketing focuses on the attract and convert phases to
turn strangers into sales-qualified leads.
What differentiates it from other marketing types is that it
extends beyond the marketing team, often involving collaboration with customer
service and success teams. Why? Because satisfied customers are the biggest
promoters.
Acquisition marketing can involve a number of tactics to turn a
website into a lead generation engine, including offering freemium products,
launching education hubs, tightening the copywriting on the site, conversion
rate optimization, and lead optimization.
It may even include a lead optimization and nurturing strategy to
facilitate the hand-off between marketing and sales.
15. Contextual Marketing
Contextual marketing is targeting online users with different ads
on websites and social media networks based on their online browsing behavior.
The number one way to make contextual marketing efforts powerful is through
personalization.
A CRM combined with powerful marketing tools, such as smart CTAs
can make a website seem more like a "choose your own adventure"
story, allowing the user to find the right information and take the right actions
more effectively.
Contextual marketing takes strategy and planning, so start off on
the right foot by accessing HubSpot's free contextual marketing course.
16. Personalized Marketing
Personalized marketing aims to create a tailored marketing experience
for every user who comes across your brand.
This can be as simple as adding a user's name in the subject line
of an email or sending product recommendations based on past purchases.
Software products like Versium Reach make it easy for marketers to target their
B2B or B2C customers with powerful audience insights.
While it might seem a tad bit creepy, most consumers are OK with
it if it makes for a better shopping experience. A 2019 Smarter HQ study
reported that 79% of consumers felt brands knew too much about them. Yet, 90%
of them were still willing to share information about their behavior and
preferences for a cheaper, easier, and more enjoyable purchasing journey.
17. Brand Marketing
Brand marketing is shaping your brand's public perception and
forging an emotional connection with your target audience through storytelling,
creativity, humor, and inspiration.
The goal here is to be thought-provoking and generate discussion
so that your brand is remembered and associated with positive sentiment.
To begin brand marketing, you need to deeply understand your buyer
persona and what resonates with them. You must also consider your position in
the market and what makes you unique from your competitors. This can help shape
your values and what you stand for, giving you fodder for storytelling
campaigns.
brand consistency
18. Stealth Marketing
Stealth marketing occurs when brands promote their products or
service to consumers who don’t realize they’re being marketed to. For instance,
when you’re watching a television show, and see a branded product integrated
into the shot.
Before influencers were subject to ad disclosure regulations, they
often used stealth marketing to advertise sponsored products.
For this marketing style to work, brands have to find
opportunities that align with their brand identity and values.
19. Guerrilla Marketing
Guerrilla marketing is placing bold, clever brand activations in
high-traffic physical locations to spread brand awareness.
Examples of guerilla marketing include altering outdoor urban
environments, promoting during a live event without permission from sponsors or
organizers, public stunts, and treasure hunts.
It can be a cost-effective way to garner widespread attention.
However, it also has the potential to go left if its misunderstood by the
audience or interrupted by weather conditions, law enforcement or other factors
beyond the brand's control.
20. Native Marketing
Native marketing occurs when brands customize their ads to fit the
feel, look, and function of the platform on which they'll be published.
Often, brands collaborate with publishers to create and distribute
sponsored content to their audience. The goal is, by leveraging the brand's
editorial expertise and creating non-disruptive ads, it will increase
conversion rates or create some brand awareness.
For instance, a recipe blogger could have a guest post from
McBride Sisters Collection titled "The Best Wine-Infused Desserts For the
Holiday Season."
To benefit from native marketing, you'll need to either reach out
to media publications yourself or go through a native advert network that helps
find and facilitate ad placement.
6.What are the aspects
a marketer needs to consider
nowadays?
Currently, a marketing specialist must have extensive
knowledge of new markets, the digital age as well as new trends as well as new
paradigms, he must also innovate and adapt to new ways of buying and selling
7.What are the differences between
Marketing in the past and Marketing in the 21st century?
I think that in the first place it is in what are the
new motivations of buyers, current interests and also the digital age has
allowed marketing to be done remotely
Bibliografía
Approved. (2017).
HubSpot. (9 de Noviembre
de 2021). HubSpot. Obtenido de HubSpot:
https://blog.hubspot.com/marketing/marketing-types
Marketing Targets. (11
de Abril de 2016). Marketing Targets. Obtenido de Marketing Targets:
https://movingtargets.com/blog/business-marketing/why-marketing-is-so-important/
Prieto, E. (25 de Junio
de 2020). Es de Latino. Obtenido de Es de Latino:
https://www.esdelatino.com/cual-es-el-proposito-del-marketing-faq/
I agree it is a new era in the world of marketing with digital marketing and with this motivation also has changed.
ResponderBorrarI agree, marketers have to follow the evolution of the world so that they can reach customers.
ResponderBorrarIt is important to know that when creating a business we must have a good marketing strategy in order to stand out from others.
ResponderBorrarI put different types of marketing, but I consider that we are both fine because I understand that there is an infinity and with different approaches, but still your part is more complete :)
ResponderBorrarSome answers were different from mine but I think it is an exchange of learning since reading them seemed very coherent and clear.
ResponderBorrar