Let’s Master Marketing!

The Heart of any business’s success lies in its marketing…

Well, that is true! But, do you know the Law of Attraction, Law of Conversion of Mass, Law of Conversion of Energy?

You will say, Of course, these are the laws that scientifically proven, right! Everyone knows and no one can change these laws, they work as they do.

Same with marketing, the Law of Marketing is where the marketing is based on SCIENCE, not on CREATIVITY.

In this article, I am going to take you a deep dive into the Fundamentals of marketing, Digital vs Traditional marketing, CATT marketing funnel, Integrated Digital Marketing, and Personal Branding which helps entrepreneurs, business owners, startups, and professionals.

Let's get started and first understand What is marketing? Marketing is a process by which a product or a service is introduced & promoted to its potential customer at the right time. Its starts with understanding your customers and their needs that lead to creating a product that fits. Well, your business may offer the best product or services, but without marketing, none of your potential customers know about it. But the problem occurs when people often get confused between marketing, sales, advertising, promotion, and sometimes even with digital marketing also. But NO, these all are different terms with different perspectives.

Okay, let me make you understand with an example, that what marketing actually is; A friend of yours is interested in a concert which is taking place outside the city, at the same time he notices make my trip is promoting the traveler's package as a partner for the same event. Well, you end up booking a ticket for a concert & end up making all your hotel & travel management through Make my trip. This is Marketing!

One more example, APPLE: even the products are expensive but people often ended up with a purchase of an iPhone or Mac. Not only because they look stylish or anything, but I will also tell you why, because:

1. Excellence in marketing.
2. Innovation and unique products.
3. Consumer experience
4. Seamless sync between devices
5. Focused marketing strategies

According to American Marketing Association, there are 3 KEY ACTIVITIES:

1. Create offerings: It is the process of working with other departments to develop offerings that have value for customers.
2. Communicate offerings: It is the process of describing the offerings to customers.
3. Deliver offerings: It is the process of providing your offerings to customers in a way that enhances their value.

Let's deep dive into Digital Marketing vs Traditional Marketing

In today’s era, Digital Marketing is on its boom but we can not ignore the power of traditional marketing.

Traditional marketing is hard to ignore and includes the traditional ads we interact with on a daily basis. The offline marketing tactics come under the 5 categories:

1. Broadcast ( TV, radio, etc)
2. Print ( newspaper, magazines, etc)
3. Direct Mail ( postcards, catalogs, etc)
4. Outdoor ( billboards, etc)
5. Telephone ( SMS, telemarketing)

Traditional marketing may be evolving from the past few decades but all the fundamentals aspects remain the same as before. The selling technique is based on 4 P’s i.e., Product, Price, Place, and Promotion.

But if we see, Traditional marketing going downside :

1. Little interaction: Traditional Marketing is a one-way street where the business is broadcast to its audience. There is little or no interest between in customers.
2. No Control over timing: It is dependent on promotional methods which once updated cannot be change neither you make changes.
3. Higher cost: ofcourse, as it is prove that the investment is huge the return on investment is not good,we don't even know who is converting or not.
4. Limited customization option: Would you like to target a specific audience? But in traditional marketing you can not go after target segment of your audience.

Digital Marketing

A business related work which can be done through internet on any device like phone or laptop, is digital marketing. Any business can leverage digital marketing to reach out to their target set of audience. It consists of website, social media, PPC, inbound & outbound marketing,content marketing, affiliate marketing, email marketing, automation etc.

If you will see from the last few decades the digital marketing growth is exponential. It is because the INTERNET is becoming one of the most used tools and more& more people logging in and finishup their daily activities.

Being a business, internet is offering you a niche selection authority and to grow your online presence like never before!

Some stats which help in understanding in a better way, lets take an example of US:

1. More then 80% people do research before they make purchase
2. 70% of B2B use Linkedin for marketing
3. 60% of US adults uses facebook regularly
4. 90% uses social media marketing is used for B2C marketing.

Why Choose Digital Marketing?

Digital marketing has been the buzz word for some time now, and its crucial to understand why this is so and also get an idea of impact of digital marketing over business. Because most of the businesses are transforming into digital marketing. I will tell you the importance of Digital marketing transformation:

3 Main advantages of Digital Marketing:

1. Targeting and reaching the right audience
2. Data-driven marketing
3. Result-oriented/ high ROI (return on investment)

Agree! There are 4.5 billion internet users in this world. Out of this 90% population has the access over internet on their mobile phones. This is why this is important for a business or brand to opt digital marketing to reach their target audience.

Okay, so now as I told you about marketing and digital marketing, now you will say that what should be the exact way to reach our targeted audience, is it possible, Yes it is and it is, just because of CATT MARKETING FUNNEL, let me take you through this.

There is a formula to this i.e., Wealth= n^CATT

• Niche [n]: The business success & wealth is depend on the niche you choose.
• Content [C]: Content is always king, a useful and rich content attracts people from your niche.
• Attention [A]: Here attention means the traffic driven using social media, SEO, paid ads etc.
• Trust[T]: Building trust leads to building brand, so build trust with your audience.
• Transaction[T]: In this convert your leads into customers with natural sales method.

These 3 magical words will find you a profitable niche i.e., TARGET, MARKET AND PASSION . Creating a CATT marketing funnel is the strongest part in digital marekting.

We all set for the marketing but the important is yet to come and that is COMMUNICATION SKILLS here I meant communication with your audience.

• Good marketing comes with good communication. If you know how to convey your message to your target audience then definitely you can market yourself.
• Try to find Simple and easy way to communicate with your audience. Do not use sophisticated english. Try to make easier as much you can.
• Be loud and clear about your message whatever you are conveying to your audience, let them hear you and understand you.
• Do a real conversation in their mind that actually you are solving or providing them something really good.

I know you will say no more examples, but my friend examples ae the easiest & interesting way to make you understand. so here is the example:

Have you ever seen VAIBHAV SISINTY ad campaign of LINKEDIN WORKSHOP, you might be noticed that:

1. He is clear with his niche by choosing Linkedin workshop
2. Uses simple language to make people understand and rich content that help customers
3. The communication is so effective as he did conversation with people’s mind
4. Drive a lot of traffic through Linkedin and social media
5. Convert their leads into customer = created good wealth.

By doing this he have generated over 3 lakhs a month and moving.

So now I will tell you THE POWER OF PERSONAL BRANDING & MASS MARKETING

Digital Deepak, what is the the first thing came to your mind after hearing this?

Ofcourse, He is India’s best digital entrepreneur. This is branding my friend. Just by hearing the name you told me who he is. though he has positioned himself to become a brand. Brand positioning is must once you become the brand.

Building a strong brand is starts within you:

• Do not be the no.1, Be the only one
• Choose a category and become a leader
• Having a unique angle leads you a better percentage of success

Brand Positioning is a process through which an entrepreneur creates a distinct brand image or identification of their product and services in their consumer mind.

Like Digital Deepak did with his internship programme with a cashback. He mentor and help people in learning digital marketing in effective way and pay cashback to their students for completing the assignments. This is amazing isn't it? Now he has a strong brand positioning in customer’s mind and they trust him.

Okay I will help you in designing a positioning strategy. Writing a positioning statement is not a rocket science, but you should know and learn this, TO START OFF, YOU MUST DECIDE ON THE FOLLOWING THINGS:

1. Target customers
2. Product and services
3. Value Proposition
4. Differentiation or USP( Unique Selling Proposition).

MASS MARKETING is take place when you capture a good number of audience and have a good position in market. Product is rooted in reality. but a great product converts your customer into Brand Embassadors.

If you will keep all these things definitely you can create a good brand in the future!

Hit the like button if you find it knowledgeable and leave a comment below and let me know what is your additional learning from this. I hope this article is helpful and knowledgeable for you.

Good Luck!