marketing strategy, tools & tactics

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  • fam

    ilia

    n&

    1 insights + interfaces f o r d i g i t a l m e d i a

    a brief overview of

    Marketing Strategy, Tools + Tactics

    a presentation for IDESLI // February 2, 2015

  • What well discuss today

    2

    A bit about me

    The Marketing Landscape

    Branding + Brand Stretch

    Customer Relationships

    Engagement Tools + Techniques

    Your business + brand

  • A bit about meIm a man of many hats

    3

    product + engineering manager experience designercorporate strategist

  • The massive landscape of Marketing

    4

  • Another (slightly simpler) landscape

    5

  • Simplifying things a further

    6

    Biz Dev Marketing

    Sales

    Ops

    Ops

    Finance

  • Layering in context

    7

  • What is branding?

    8

    Visual recognition?

  • A mechanism for differentiation?

    9

  • The best brands are functional and emotional

    10

    Google Maps Apple Maps Waze

    Get there. Maybe get there? Help each other get there!

  • Brands can be disruptive

    11

    Customers demand for

    performance

    DISRUPTIVE INNOVATION

    Traditional technology

  • Brand umbrellas can drive powerful growth

    12

    Health/Wellness

    Leisure MoneyPeople/Planet

    Telcom/Tech

    TravelEntertainment

  • Brands have different elasticity

    13

    More Elasticity

    Less Elasticity

    Less Elasticity

  • X2X Relationships

    14

    B2C

    B2B

    OR

    B2B2CVAR

    End Consumer

    Customer

  • Customers v. Users

    15

    Customer

    User

    More Users

    More Customers

    The

    Brand Indirectly engages

    Indirectly engage

  • Which engagement model is best?

    16

  • Digital/Viral/Social Marketing Tools

    17

    Pre-launch audience validation

    Search Marketing

    Viral Marketing

    Email Marketing

  • Data analysis + visualization tools

    18

    Website + Application Data

    Data Visualization Libraries

    Aggregated Dashboards

    Custom DIY Dashboards

  • Transactions, Fundraising + Ops

    19

    Frictionless transactions

    Crowdfunding + Seed Funding

    Streamlined Ops

  • View the interactive summaryat http://maptiv8.com/demos/dt4b.html

    20

  • What are your brand attributes?

    21

    Business Basics Internal Attributes External Attributes Sustainability Story

    Core product(s)/service(s)Mission: What does the brand

    seek to achieve today?

    Persona: What is the brands character, tone, and style of

    expression?

    How does the brands commitment to sustainability

    drive its attributes?

    Key features Vision: What does the brand seek to achieve tomorrow?

    Story: Within what context, heritage, or legacy is the brand communicated?

    What messaging strategy does the brand use to define its

    orientation around sustainability?

    Key benefits

    Values: What principles + beliefs drive the brands

    mission + vision?

    Tagline: How is the brand succinctly described to external stakeholders?

    What metrics does the brand cite in its messaging around

    sustainability?

    Mantra: How is the brand described to internal

    stakeholders?

    Identity: What are the brands logo, colors, fonts, and other

    design elements?

  • fam

    ilia

    n&

    1 insights + interfaces f o r d i g i t a l m e d i a

    Thank you! Lets discuss your questions

    seth@familian1.com // http://www.slideshare.net/sfamilian