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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
(The Marcom Avenue, 2023)
Thea Hunter
(Booms, Bitner, 2010
Thea Hunter
"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
PESTLE analysis
Social
Competitors
Customers (users)
Environmental
Technological
(Jobber, Ellis-Chadwick, 2020)
Tahlia Samuels
Political
Porter's 5 force model
Economic
Social
Technological
Legal
Environment
Tahlia Samuels
"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
so how do tik tok do marketing research?
- 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
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
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
“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
- 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