1. marketing & business strategy support slides pdf

8/10/2019 1. Marketing & Business Strategy Support Slides PDF

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DIGITAL MARKETINMODULE 1: BUSINESS STRATESupport Material


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BY THE END OF THE LESSON, YOU SHOULD BE ABLE TO

1. DEFINE AND COMMUNICATE BASIC BUSINESS COMPONENTS SUCHBRAND, VALUE PROPOSITION, BUSINESS MODEL AND CUSTOMER.

2. DESCRIBE THE ROLE OF MARKETING WITHIN AN ORGANIZATION, ABUSINESS GOALS NEED TO BE UNDERSTOOD BEFORE ENGAGING ANYEFFORTS

3. CLEARLY ARTICULATE YOUR CUSTOMER AND VALUE PROPOSITION

4. DEFINE A TARGET CUSTOMER AND COMPLETE A CUSTOMER EMPAT


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A VALUE PROPOSITION is a companys reason for exis

The company needs to answer: Why is the customer be

This takes many forms, but one popular way to communclearly and concisely is an elevator pitch.

WHAT IS A VALUE PROPOSITION?


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Your value proposition lies at the intersection of unm

market needs, company core competencies and curreunclaimed positions.--Kristin Tedesco

Strategy is based on a differentiated customer value

proposition. Satisfying customers is the source of sustvalue creation.--Robert Kaplan and David Norton

WHAT IS A VALUE PROPOSITION?


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A BUSINESS MODEL is a companys practical bluepri

effectively addressing the needs of its custome

It describes how an organization actually creates, delivecaptures value.

In other words, how does the business make money?

WHAT IS A BUSINESS MODEL?


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You cant business-model

your way out of a shittyproduct--Tim ONeil

Best resource for Business

Model learning isBusiness ModelGenerationby Alex Osterwalder andYves Pigneur

WHAT IS A BUSINESS MODEL?


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A BRAND is a persons gut feeling about a produ

service, or organization.

Its a persons gut feeling, because brands are definedindividuals - not companies or markets.

Its a gut feeling because people are emotional, intuitibeings.

Its not what you say it is, its what they say it is.

WHAT IS A BRAND?


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A brand is the set of expectations, memories, stories

relationships that, taken together, account for a consudecision to choose one product or service over anotheSeth Godin

A brand is emotional shorthand for accumulated or a

information. A brand is present when the value of whaproduct, service, or personality meansto its audiencegreater than what it doesfor the audience. Austin M

WHAT IS A BRAND?


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BUSINESS & MARKETING STRATEGY

BEFORE YOU CAN DEVELOP ANEFFECTIVE MARKETING STRAT

YOU FIRST NEED TO DEEPLYUNDERSTAND THE BUSINESS.


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UNDERSTAND YOUR BUSINESSYOUR CUSTOMERS,

THEIR NEEDS,AND HOW YOU FULFILL THEM.HINT: YOUR MOST IMPORTANT M

COME OUT OF UNDERSTANDING


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WHAT IS MARKETING?

Its not a departm- Rework b


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Just as you cannot not communicate, you cannot not ma

-Every time you answer the phone, its marketing.-Every time you send an email, its marketing.-Every word on your website is marketing.

-If you build software, your error messages are marketi-If youre in the restaurant business, the after-dinner m

marketing.Rework b


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WHY DOES MY BUSINESS EXISELEVATOR PITCH

WHY DO MY CUSTOMERS CAREBRAND

HOW DO I MEASURE SUCCESSANALYTICS


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WHAT IS AN ELEVATOR PITCH?

A CONCISE DEFINITION OF ABUSINESS COMMUNICATING IT

VALUE PROPOSITION AND ITSCUSTOMERS.


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ACTIVITY

DIGITAL MARKETING


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ELEVATOR PITCH ACTIVITY

!20 MIN

Each group will be assigned a

For 20 minutes, your group wilAdLibs template to create an elevator pitch.

Brainstorm various words or ppick the best answers to comp

STRUCTURE OBJECTIVES

GROUPS OF 4


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ACTIVITY DEBRIEF + BREA

DIGITAL MARKETING


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CUSTOMER PERSONAS intricately define a companys

customers beyond shallow characteristics suchsex, income, education and location.

Although certainly a good start, a customer emmapis a helpful exercise that more fully describ

person motivations, concerns and behaviors.

Ultimately, complete customer profiles include understanding of their identity, needs and beh

WHO IS YOUR CUSTOMER?


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LANGUAGE BARRIERBe careful to avoid words that your customer may know, but dont ever actually use. A com

its multi-platform or responsive for all devices is industry jargon. How does your custospeak?

THINK & FEELWhat are the customers hopes, fear, anddreams?

What do they think about during the day?

SEE What does the custom

look like? What do they see? Whats around them?

Countries?

HEAR Who influences the customer

Celebrities? Their friends?

SAY & DO How do your custome

Where do they speak Do they use social me

CUSTOMER EMPATHY MAP


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ACTIVITY

DIGITAL MARKETING


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CUSTOMER EMPATHY MAP

!20 MIN

Same groups, same assigned c

For 20 minutes, your group wilEmpathy Map to brainstorm t

your companys customers.

Aim to include 3-4 items undercategory.

STRUCTURE OBJECTIVES

GROUPS OF 4


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ACTIVITY DEBRIEF

DIGITAL MARKETING


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WHAT DID WE LEARN TODAY

1. How to define basic business components such brand, value proposition, business model and cust

2. Marketing is not a department.

3. How to use an elevator pitch and customer emp


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HOMEWORK

1. Complete setup of Schoology account

2. Submit final project company ideas and informa

3. Write an elevator pitch and customer empathy m

your own company / big idea!


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EXIT TICKETSHTTP://GA.CO/DGMTICKET

DIGITAL MARKETING
http://ga.co/dgmticket

1. marketing & business strategy support slides pdf

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