UBCx: Marketing1x Introduction to Marketing : Course Experience

Marketing is no longer about the stuff that you make, but about the stories that you tell.

In today’s world everyone in some way or another is trying to market themselves to the world. This becomes even more prominent if you are trying to attract customers to earn your living.

Preping to become an entrepreneur, I decided to take this course to get the proper understanding of how the mind of a marketer works.

This course included loads of case studies in the form of stories that covered many famous marketing campaigns world wide, from Viagra vs Cialis to Hershey’s vs Mars. Each story will teach you important aspects and tactics of marketing. It will equip you will all the marketing jargon that you will no longer hesitate to invite your marketing friends for a cup of coffee or beer.

The course was 6 modules long. I did it in 15 days as I was running short on time.

Module 1 : Changing nature of marketing, Competition

It covered various tools and frameworks like 3C’s , SWOT and PEST to understand the changing marketing scenario around your business.

Module 2 : Market Research, Segmentation and Targeting

Market research to get actionable insights will make sure that you don’t end up making a product that nobody wants. The case very common with startups.

Study of demographics and psycho-graphics to determine the target customers is another vital component.

Module 3 : Positioning and Value Propositions and Product

Positioning your product in the market by the use of VPs , PoPs, PoDs will determine your product gets sales or not.

Product is not just product, it is a much broader and deeper experience that customer is having with your brand.

Module 4 : Branding and Pricing

Brand identity is what company thinks of its brand, brand image is what use feels about your brand. The more they are similar, more well your product will do.  

Pricing should also be done using skimming and penetration approaches.

Module 5 : Distribution, Integrated marketing communication 

Channel economics, indirect or direct and how product distribution schemes can affect it.

What are IMCs? Basically these are used to reinforce your brand images in customers mind.  Be it PRs, SEO, websites, traditional ads etc.

Module 6 : Social Media, Measurement and Conclusion 

How social media is changing the marketing scenario when combined with digital marketing. (Mobile marketing is what my new start up is based upon).

They can be used to facilitate customer communication.

Metrics of any marketing campaign is revenue, cost of customer acquisition and customer lifetime value.

Conclusion : 

Being a beginners course in the field of marketing, this course served its purpose. My new startup is in the field of mobile marketing where we help small businesses get mobile and expand their customer base.

This course really helped me in shaping what exactly I have to do to shape the company.

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Contagious : Why Things Catch On : Reading Experience

We all have heard of the hilarious Panda Cheese commercial in which a panda screws everyone who says no to panda products. People loved the ad so much that the brand enjoyed world wide recognition. On the other hand commercials by GoldenPalace.com was a complete miss, it just failed to persist their brand name in customer’s mind by Fool in the pool marketing stunt.

So, what makes things popular? Why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

In the age of social media where everyday we get to see viral trends, what makes them viral?

My 2nd book of the year was, Contagious : Why things catch on.

I picked this book when I saw the author if this book Jonah Berger in a documentary The YouTube Revolution. As I am trying to set up a company, understanding the science behind virality will only help.

Contagious gives nice representation of the science behind viral things in the form of a framework he calls STEPPS.

S : Social Currency

T : Triggers

E : Emotion

P : Public

P : Practical Value

S : Stories

Each of the element of this framework represents on its own a very powerful factor of making things viral.

Book explains case studies of many products and businesses, and how the elements of STEPPS helped their brand go viral.

Be it 100$ cheese-steak that was a perfect example of social currency making a local restaurant popular or “Will It Blend?” video series on youtube making Belndtec’s blenders popular worldwide.  STEPPS can be found in every viral marketing campaign.

The thought that was intriguing was, How will STEPPS combine with traditional marketing strategies like SWOT and PEST frameworks . In my opinion it will only increase the chances of the campaign going viral.

Contagious explains very effectively, how STEPPS play major role in making people to share, to remember and to talk about something. Each element is described a great marketing campaign story that just cements the concepts in your mind.

Overall, it was a great read for everyone. Not very technical that you’ll need google to seek the meaning of marketing jargon, but still technical enough to give you knowledge you want.

My 3rd book of the year is, The Lean StartUp by Eric Ries. A nice book on how startups that are successful perform with their business models and operations.

 

 

Edx : Digital Branding and Engagement Course Overview And Experience

People Respond to Effort

Lately I have been following Gary Vaynerchuck, an entrepreneur and serial investor. He also owns a social media marketing company Vayner Media. Listening to his podcasts and keynotes is an eye opener on how digital media marketing is reshaping the advertising world.

So I took a course on Edx Digital Branding and Engagement finally know the digital marketing in and out.

The course was 4 weeks long and delivers perfect contextual content.

Module 1 : 

First module covered various topics like :

  • Paid , Earned and Owned media.
  • Consumer controlled market.
  • Top consumer trends.
  • Brand Advocacy.
  • Audience multiplicity.

This module was enough to make you super excited about this field. It was full of content that you can relate to, you witness everyday on facebook, twitter etc, just naming it formally.

Module 2 : 

This module was about Content Marketing. That means examining content marketing, determining its value, content distribution strategies etc.

It showed many successful campaigns on social media as case study and its impact on company sales and publicity.

  • Content marketing strategy.
  • Branded content distribution.
  • Content publishing.
  • Investing in marketing.
  • Distribution amplification.

As Gary Vee always say “Content is the king, but context is the queen”.

Module 3 : 

This module was on Owned Media Assets.

  • Owned media decision making.
  • Websites, Landing pages, Microsites etc.
  • SEO strategies.
  • Branded Application for mobile.
  • Gamification and Adver Games.

Module 4 : 

Most vital component of digital marketing is Earned Media. That means all the brand advocates, customer relations you create via marketing and delivering value.

  • Bottom up marketing.
  • Earned media amplification.
  • Social techno-graphic ladder.
  • Participation branding.
  • Crowed sourcing.
  • Shaping earned media.

99% of people don’t market in the year we live in.

Soon I will start working on my product based start-up that is in stealth mode right now, what I think would be a new way to consume content.

In this start-up bubble age when every one is looking to start their own company, marketing and reaching your consumer is the key. And best platform for marketing is FREE!!!. 

I am very sure that all this gold mine of marketing knowledge will help.