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TikTok

Marketing Presentation

Tiktok- and its marketing Dynamics

Thea Hunter - Marketing Dynamics

Tiktok is one of the largest apps in todays society, with over 1 billion active users per month.

Tiktok is used by many existing and up and coming new businesses.

Tiktok have countless marketing strategies becoming potentialy one of the most profitable social media businesses.

Thea Hunter

What Is Tiktoks Marketing Strategies ?

(The Marcom Avenue, 2023)

Marketing Strategies

  • In-Feed Native Video Ads
  • Open Screen Ads
  • Brand Takeovers
  • Hashtag Takeovers
  • Tiktok Shop
  • Branded Filters
  • Influencer Brand Partnership
  • Top View Ads

Thea Hunter

  • Product- The object or service tiktok businesses are producing due to the demand in which it is needed
  • Price- Researching competitors, cost of preperation and varied prices due to market developments
  • Place- The location of these products and how accesible they are for consumers.
  • Promotion- How the business stimulates popularity to the product or service

4 p's

The 4 P's

(Booms, Bitner, 2010

Thea Hunter

The marketing environment of TikTok

Tahlia Samuels - Marketing Environment

"It has been long argued that the marketing environment consists of two dimensions made up of forces and actors that affect a company's capacity to operate effectively."

(Jobber, Ellis-Chadwick, 2020)

Tahlia Samuels

Macroenvironment

Political/Legal

Economic

Microenvironment

Macroenvironment and Microenvironment

PESTLE analysis

Social

Competitors

Customers (users)

Environmental

Technological

(Jobber, Ellis-Chadwick, 2020)

Tahlia Samuels

PESTLE analysis of tiktok

Political

Porter's 5 force model

Economic

Social

Technological

Legal

Environment

Tahlia Samuels

Porter's 5 force model

"THE FIVE FORCES IS A FRAMEWORK FOR UNDERSTANDING THE COMPETITIVE FORCES AT WORK IN AN INDUSTRY,"

(The Five Forces - Institute for Strategy and Competitiveness - Harvard Business School, n.d.)

Tahlia Samuels

more info

Niamh Ross -

Marketing Research

Marketing Research

Marketing research is a systematic process of problem analysis, model building and fact finding for the purpose of improved decision-making and control in the marketing of goods and services” (Kotler, 1997, p.114)

“Marketing research uses information to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process” (AMA, 2017)

Niamh Ross

marketing diagram

so how do tik tok do marketing research?

Marketing Research considers the more immediate situation and is primarily concerned with providing information about marketing and customer reactions to various Marketing Mix decision

2 Types of external marketing research

1. External continuous data sources

2. External ad-hoc data

Why do Marketing Research?

1. To monitor:

2. To innovate:

3. To understand consumers:

• Market research underlies all the other activities in marketing e.g. the marketing mix

• Product: What product/service do people need/desire

• Price: willingness to pay

• Promotion: how do we get the attention of our target market (e.g. which communication medium should we use?).

• Place: where do our consumers shop (work/live/play)

- Research is conducted by research questions occasionally when randomly scrolling. e.g was this video useful?/does this video make you want to create?/has this ad influenced you.

this helps them filter out content that dates the app and also helps tik tok push what to sell on tik tok shop.

the more tik tok filters out videos and products the greater costumer experince on the app the more likely to upload and also buy/sell on tik tok shop.

Niamh Ross

Niamh Ross

Mia Howie - Segmentation

Segmentation

What is Segmentation?

"Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes”

(Kotler, & Armstrong, 2018 p. 212)

Mia Howie

Consumer Segmentation

Geographic

- Country

- City

- Language

- Culture

- Population

Psychographic

- Lifestyle

- Personality

- Interests

- Opinions

- Attitudes

Demographic

- Age

- Gender

- Religion

- Education

- Occupation

Behavioural

- Benefits sought

- Purchase occasion

- Purchase Behaviour

- Usage

- Engagement

(Jobber and Ellis- Chadwick, 2016)

Mia Howie

Market Targeting Strategies

4 levels of Market Targeting -

TikTok

Targeting Narrowly

Targeting Broadly

Micromarketing (local or individual marketing)

Concentrated (niche) marketing

Differenciated (segmented) marketing

Undifferenciated (mass) marketing

Kotler and Armstrong (2018)

Mia Howie

Positioning

“The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete)”. (Jobber & Ellis-Chadwick, 2020 p. 784)

Types of Positioning Strategies -

- Product Attributes and Benefits - Associating your brand/product with certain characteristics or with certain beneficial value

- Product Price - Associating your brand/product with competitive pricing

- Product Quality - Associating your brand/product with high quality

(Corporate Finance Institute, 2022)

Mia Howie

References

References

- Kotler, P., Armstrong, G., (2018), Principles of Marketing, p. 212

- Kotler, P., (1997) p. 114

- Jobber, D., Ellis-Chadwick, F., (2016), (2020)

- Corporate Finance Institute, (2022)

- Booms, B., Bitner, M. (1981)

- AMA (2017)

- Newsroom Tiktok (2020)

- The Marcom Avenue (2023)

- The Five Forces - Institute For Strategy And Competitiveness - Harvard Business School. (n.d.). https://www.isc.hbs.edu/strategy/business-strategy/Pages/the-five-forces.aspx

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