E-marketing- the essential guide to marketing in a digital world
Red and Yellow 7th edition; 2022
Description: Planning Phase of Marketing
Three chapters of notes; important points
The proliferation of digital tools and the internet has opened a free-flowing, two-way marketing channel
into our daily lives. Digital marketing offer unique opportunities previously difficult to execute. IE
TAILORING MARKETING CAMPAIGN to specific customers, it adds value or “attention for value”
Key terms and concepts: sales, advertising, distribution, packaging, *content marketing*
Marketing is the creation and satisfaction of demand for your product, service, or idea
The American Marketing Association (2017) defines marketing as follows: The activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners,
Every business benefits from marketing: should create a tailored mix of approaches and tactics:
Awareness: raise awareness about brands and products:: Information: tells people when, where, and
how to buy, enough info enable customers to easily buy:: Persuasion-people need to be convinced that
your product or service is worth their time, money and effort: creating an emotional connection with or
to your product:: Affinity-customer more likely to purchase when entertains them, fills a need makes
their life simpler
Using both Factual (relies on clear facts and features) and Emotional (tapping into people’s hopes,
dreams) - then marketing objectives of inform, entice, educate, excite and persuade can be
accomplished
Your brand does not exist in a vacuum – so marketer/seller should understand (detailed) of the
environment because of several common and unique factors
Microfactor is the brand- this is what you have the most control over (brand identity)
Macrofactors are beyond the business control such as global events and trends + state of the economy
Digital marketing is all layers of online advertisements; your customers participate, feedback is given and
preferred between both parties. One major benefits is that digital interactions and clicks are all
measurable. You can see in real time how successful your campaigns are.
Convenience and speed are driving customers online more. Social media allows customers to be part of
a conversation, which can drive interest to a business’s social media profile, their website, or even a
brick-and-mortar store
Red and Yellow 7th edition; 2022
Description: Planning Phase of Marketing
Three chapters of notes; important points
The proliferation of digital tools and the internet has opened a free-flowing, two-way marketing channel
into our daily lives. Digital marketing offer unique opportunities previously difficult to execute. IE
TAILORING MARKETING CAMPAIGN to specific customers, it adds value or “attention for value”
Key terms and concepts: sales, advertising, distribution, packaging, *content marketing*
Marketing is the creation and satisfaction of demand for your product, service, or idea
The American Marketing Association (2017) defines marketing as follows: The activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners,
Every business benefits from marketing: should create a tailored mix of approaches and tactics:
Awareness: raise awareness about brands and products:: Information: tells people when, where, and
how to buy, enough info enable customers to easily buy:: Persuasion-people need to be convinced that
your product or service is worth their time, money and effort: creating an emotional connection with or
to your product:: Affinity-customer more likely to purchase when entertains them, fills a need makes
their life simpler
Using both Factual (relies on clear facts and features) and Emotional (tapping into people’s hopes,
dreams) - then marketing objectives of inform, entice, educate, excite and persuade can be
accomplished
Your brand does not exist in a vacuum – so marketer/seller should understand (detailed) of the
environment because of several common and unique factors
Microfactor is the brand- this is what you have the most control over (brand identity)
Macrofactors are beyond the business control such as global events and trends + state of the economy
Digital marketing is all layers of online advertisements; your customers participate, feedback is given and
preferred between both parties. One major benefits is that digital interactions and clicks are all
measurable. You can see in real time how successful your campaigns are.
Convenience and speed are driving customers online more. Social media allows customers to be part of
a conversation, which can drive interest to a business’s social media profile, their website, or even a
brick-and-mortar store
