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4. CM2# Tactics: 4Ps, content marketing and video marketing

Awesome template but don't use it with Chrome... Or it may crash ! (sorry)

Ewelina Lacka

on 13 February 2017

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Transcript of 4. CM2# Tactics: 4Ps, content marketing and video marketing

Consumer Management 2

Marketing Strategy
an approach by which applying traditional marketing methods support marketing and business objectives.


eMarketing Strategy
an approach by which applying digital technology platforms support marketing and business objectives.

BOTH Marketing strategy and eMarketing strategy;
Provide a future direction to marketing activities
Involve analysis of the organisation’s external environment, internal resources and capabilities to inform strategy
Define marketing objectives that support business objectives
Involves selection of strategic options to achieve marketing objectives and create sustainable differential competitive advantage
Include strategy formulation to address typical marketing strategy options such as the target markets, positioning and specification of the marketing mix
Help identify which strategies NOT to pursue
Specify how resources will be deployed and how the organisation will be structured to achieve the strategy

eMarketing strategy development process
Product is the element of marketing mix that involves reaching consumers' needs
Extended product
(additional features and benefits beyond the core product)
The impact of the Internet on Product:
Three aspects of a brand
rational values
emotional values
brand experience

Create a compelling, interactive experience including rich media which reflect the brand
Encourage trial
permission marketing
the element of the marketing mix that involves defining product prices and pricing models
Impact of the Internet on Price:
increased price transparency
downward pressure on price
pricing approaches
The element of marketing mix that involves distribution of products to consumers in line with demand and minimising cost of inventory, transport and storage
Impact of the Internet on Place
place of purchase
new channel structures
channel conflicts
virtual organisations
The element of the marketing mix that involves communication with consumers and other stakeholders to inform them about product and the organisation
Sales promotion
Direct mail
Interactive display ads, pay-per-click search advertising
Virtual sales staff, site merchandising, online chat
Incentives (coupons, rewards, online loyalty schemes)
Online blogs, social networks
Options for varying the core product

Options for offering digital products

Options for changing the extended product

Conducting research online

Volicity of new product development and new product diffusion
The Tipping Point
The law of few
The stickiness factor
The power of context
Thank you

eCommunication tools
Cost-plus pricing
Target- profit pricing
Competition- based pricing
Market oriented pricing

Froward auctions
Reverse auctions
Digital content;
digital product; electronic information products; information goods
Digital content
digital products
are conceptualized as bit-based objects distributed through electronic channels

nformation product
is any product (either good or service) whose core or primary product is information or knowledge

The Internet aims at satisfying consumer need for information
Digital content marketing


Value is contextual (content value depends upon context)
Reproducibility and multiplicability (content has self-multiplicative quality)
Delivery and technology

Why content?
You are nothing online if you do not produce content!

Content adds value to consumers
Content is everywhere
Content takes different forms
It is used to engage, interact and influence consumers
It allows to contact consumers along all phases of the consumer life cycle
It is a powerful brand-building and business-building tool

Entry barriers do not exist
Suitable for all companies
No cost of publishing, printing, distributing content online
Impact search results/ social media
Time investment

‘Create a useful, information-rich site, and write pages
that clearly and accurately describe your content’
Planning content strategy
Who do I want to
Is there a
specific topic
or niche where you want to excel?
What do I want those I target to
associate with our brand
are my consumers looking for?
type of content
do my consumers look for?
How can I
keep existing consumers
How can I
attract new consumers
What do we like/ dislike about
competitors’ content
Is there anything I do not want to highlight about our brand?
What overall
business objective
do I want to achieve from my content marketing?

Translate brand essence
Carry out market research & identify persona
Create content pillars
Match content format to objectives
Run content audit
Content strategy
Brand advocates
- a consumer who has favorable perceptions of a brand who will talk favorably about a brand to their acquaintances to help generate awareness of the brand or influence purchase intentions
marketing MIX
‘Effective content in a social setting is content that is
based around the brand’s story
It must also fulfill the brand’s overarching
business objectives
and help drive consumers down the leads funnel to
induce a purchase
sign up or enquire
. Successful brands manage to place their consumers at the heart of their story so that they are able to relate it to their lives and will therefore be in better position to buy’

News and blog content;
quick and easy way to up date the website, increase search results and enrich social strategy
tures, guides and interviews;
can be used for outreach and amplification purposes
White papers;
identifies main issues within a business sector, positions company as a brand leader
; help to generate new business leads.
a graphical representation of data
a visual content that aims to engage consumers
; photographic content


Core product
(the fundamental features of the product that meet users' needs)
Content production
Brainstorm ideas
Create content calendar
Publish and promote content

Native advertising
are contextually relevant posts that combine paid, owned and earned media into clearly labeled branded message

Options for varying the core product
a set of marketing tools that the firm uses to pursue its marketing objectives in the target market

Options for varying the extended product
Full transcript