Timeless principles applied with modern frameworks
Learn about fundamental marketing principles and how to apply them in today's digital world with modern marketing models. We learn how to develop marketing personas, conduct research, implement modern frameworks and explore ideas from today's marketing gurus!
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After being in the marketing industry for over a decade I’ve picked up that there are many that practice marketing without a core fundamental understanding of what marketing really is.
The course is designed for marketers and students that want to strengthen their core marketing principles and gain a rich understanding of marketing today both in theory and practice. The course is focused on practical applications of marketing including contemporary market research tools, modern day marketing frameworks and concepts.
As the course instructor I run a digital marketing agency and practice these techniques daily, there is a strong focus on practicality and application that flows from the theory.
The course is divided into 4 sections:
In the first section we start by gaining a thorough understanding of what marketing actually is, as well as cover key marketing tenets such as the 4P’s and persuasive techniques used in marketing
In the second section we discuss market research in depth and how to generate marketing personas. We explore the components of marketing personas and we dive into modern tools that can be used to conduct market research
In the third section of the course we take a deep dive into marketing frameworks. These are models that can be used to apply marketing principles and market research to our modern day consumer landscape. We discuss 6 marketing frameworks and look at their evolution and usage.
In the fourth section we take a look at modern day marketing personalities and consider their ideas and how to incorporate them into our marketing practice. We also provide a nice and easy summary of the course and the models we have discussed.
What you will learn
Are there any prerequisites?
A quick introduction to the course and what you will learn and an overview of the course sections. We discuss why we put the course together and how it will help you.
In this video we use first principles to boil down Marketing to first principles. This gives us a fundamental understanding of Marketing as 3 components
The 4P’s are core principles of marketing. Price, place, product and promotion. We detail what each one means with modern, relevant examples
We look at the 6 Powers of Persuasion, we detail what each one means and how marketers can use these effectively.
A quick introduction to this section of the course. We discuss why market research is essential and what it’s made up of, this includes discussion about demographics and psychographics.
Meet Nancy, Bob & Zelda, three distinct examples to help understand the importance of defining customer profiles.
We define the three categories of marketing tools: Industry Tools, Competitor Research Tools and Owned profiles. We discuss top level examples of tools in each category.
We outline 6 types of industry tools that we will shortly deep dive into.
In this video we discuss digital surveys, when and how to use them for Market Research. We deep dive into Survey Monkey, a digital survey tool. We also look at brand lift surveys on youtube and facebook ad polls.
A practical walkthrough for using Google Keyword Planner to uncover and extract insights about your audience and target market.
We look at tools that we can access to garner insights into trends in the market. This includes Google Trends and Facebook Insights.
We explore Q&A forums like Quora, Reddit and facebook and how you can use them in your market research to understand key issues your audience faces.
In this video we look at other examples of industry tools where you can find insights about your audience. Specifically we discuss government statistical data and using 3rd party agencies.
We discuss 2 key competitor research tools. Facebook page transparency and Linkedin page transparency. We dive into the platforms and show how you can use them to keep an eye on competitors and gain insights into your audience.
In this video we approach competitor research from a different angle – keyword data. We deep dive into ahrefs, to show you to uncover insights into competitors and which reports to use.
We take a quick look at sendview, an email marketing competitor insight tool
This video contains a quick overview of the owned properties category and the tools we will discuss and then we jump into Google Analytics. We review key reports to uncover insights about your own audience such as demographics, interests and behaviour.
Hotjar is a great tool for understanding how visitors interact with your site. We look at it from the insight and how to use it to uncover customer behaviour.
We look under the hood of Quantcast measure and the types of insights it can provide us into our marketing personas.
A look inside the Facebook Audience insights. We show you how to use the tool in 2 distinct ways to uncover insights about your potential target market as well as existing visitors to your site.
We explore other potential owned properties you might have and have not considered and we look at how you can use them to your advantage.
What are marketing models and why are they important? Find out why you need them and how they fit into marketing strategy.
We discuss the traditional marketing model, known as the AIDA model. We describe the 4 key stages. The AIDA model has been widely accepted and serves as a great starting point in exploring other models.
The AIDA model is an excellent framework for putting the 4P’s into action. We discuss Product, Price and Promotion with specific examples.
In this video we circle back to our customer profiles that we defined in the previous section and we show you how to run this through your marketing model.
We discuss the ARE model. This model helps us take a step back, simplify our marketing components and insure we are investing in retention as well as acquisition. Focusing on retention is key.
In this video we use the ARE framework to strategically implement aspects of the 4P’s. The framework provides insight into which P’s are the most effective in our marketing.
Known to some as the ‘Pirate Model’, this model is ideal for startups and high growth businesses. We discuss the ins and outs of the model and what is novel about it compared with previous models.
The One Metric That Matters – this is a concept allowing you to focus on success at each stage of the AARRR model. We look at practical examples of how to use this metric.
This model is not ideal for every business, learn about the ideal business fit for this model and whether you should consider productizing your business.
We circle back again to our 4P’s. We look at how the P’s align with the stages in the AARRR. We look at how the model allows us to develop each P. We also bring specific examples to help understand the concept.
Another retake on the AIDA model, the CDJ redefines our consumer navigates in modern markets. We break down the model, include an example and discuss key parts of the CDJ.
We look at the emphasis the CDJ places on market research and some of the tools you can use to uncover these insights when implementing a CDJ model.
Always be testing! We discuss the measurability of online campaigns and why testing is important in every modern marketing strategy. We cover prerequisites for testing strategies and the philosophy of incorporating test and learn into other models.
Testing is about building feedback loops that allow you to constantly improve campaigns. We look at examples of tests you can run for constant improvement.
The 4P’s that we define in our marketing strategy should be testing to ensure we have defined them correctly. We discuss how to challenge these assumptions with examples on particular P’s and also ensuring we are testing the right metrics for the right goals.
We conclude our discussion of the experimentation model by discussing a number of dedicated tools you can use to make testing easy and seamless.
A growth loop uses a completely different structure to linear models discussed so far. It leverages compounding effects. We discuss the 5 stages in the loop and how it’s used to generate growth.
We discuss how Tik Tok has been able to generate massive growth using growth loops.
We look at Survey Monkey, another growth loop example. We look at the stage in the loop in the context of the Survey Monkey platform.
Some more interesting growth loop examples! We discuss growth loops in different industries and how they work.
Going deeper into our understanding of how Growth Loops work, we look at the core concept of motivation. There are a number of different motivators that we consider.
We look at why Growth Loops are more then just glorified referral models.
Is your business the right business for a Growth Loop? We look at features of businesses that use Growth Loops and we also discuss ways you can integrate these components into your businesses.
We start our discussion by looking at key marketing personalities today and what they have in common in their thinking and their focus on brand.
An exciting personality, Gary teaches us about attention capture, providing value and how to leverage the right platforms.
As marketers we need to understand our ‘Why’, that’s the level where we need to influence our audience. We discuss Sinek’s idea of the Golden Circle and how his thinking is different to Gary V. See Sinek’s video on the Golden Circle: https://simonsinek.com/commit/the-golden-circle
Godin shifts the focus from understanding your own ‘why’ to looking at what can be done for the consumer. Trust is at the centre of Godin’s ideas that we discuss.
We selectively look at Rand’s thoughts on Flywheels and their importance in marketing strategy and building competitive advantage. We deep dive into a flywheel example.
We discuss key takeaways from the Marketing Gurus. We also discuss a key criticism that surfaces often – the question of measuring the ‘ROI of Brand’.
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