Digital Media Strategies: Content, Ethics & Sustainability
Introduction to Digital Media
Digital media refers to any form of content that is created, shared, or consumed using digital technology. Examples and platforms include: Starbucks, ISB, Instagram, Facebook, IKEA, and Spotify.
Content Marketing
Content marketing involves creating and sharing online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products and services. Because content marketing is all about
Read MoreMarket Segmentation: Requirements, Methods, and Positioning Strategy
Understanding Market Segmentation
Market segmentation is defined as the process of dividing a heterogeneous market into homogeneous groups based on several common characteristics. This division allows for the application of a differentiated commercial strategy tailored to each group. The final aim of segmentation is to identify homogeneous groups within a large, heterogeneous market.
Key Dimensions of Segmentation
- A Process: It develops through a series of sequenced tasks and actions.
- Division into
Mastering Modern Sales Strategies and Techniques
Introduction to Sales Fundamentals
Historical Context of Selling
- The Snake Oil Salesman: Recognized as the first door-to-door salesman.
- The use of fake medicine (poison) highlighted the critical importance of communication in sales.
The First Sales World Congress (1916)
- Shift in focus: Began understanding the importance of the client.
- Changed the approach from product-centric to client-centric: Listen to their needs and wants.
Door-to-Door Selling: Salespeople typically have no appointment and lack prior
Read MoreEssential Marketing Concepts: Pricing, Promotion, and Strategy
Understanding Pricing Structures and Strategies
Companies do not set a single price but utilize a pricing structure.
A pricing structure means a company sets different prices for different segments, products, regions, seasons, channels, or customer groups instead of one uniform price.
Reasons for Structured Pricing
- Market Segmentation: Different customers have different willingness to pay (e.g., students, premium buyers, rural/urban consumers).
- Product Line Pricing: Different versions of a product require
Essential Marketing Management Principles and Concepts
1. Meaning of Marketing Management
Marketing Management refers to the process of planning, organizing, directing, and controlling the marketing activities of a business to satisfy customer needs profitably. It involves analyzing the market environment, understanding consumer behavior, designing effective marketing strategies, and implementing them through the proper use of resources.
👉 In simple words: Marketing management is about getting the right product, at the right price, in the right place,
Read MoreUnderstanding External Influences on Consumer Behavior
1. Explain What External Influences on Consumer Behavior Are
External influences are factors outside an individual that shape their buying decisions. These include:
- Cultural Factors: Values, beliefs, and customs that define acceptable behavior.
- Social Class: Income, occupation, and education influencing preferences and purchasing power.
- Reference Groups: Friends, family, or celebrities who affect attitudes and product choices.
- Situational Factors: Physical environment, time, and occasion of purchase.