Chapter 3: Marketing Principles

Attention-Interest-Desire-Action funnel (AIDA funnel)

the process for creating a first-time or loyal customer

buyer personas

a fictional example of the ideal person in a target audience, including their motivations, goals demographics, and any other relevant information necessary for crafting content tailored to them

earned media

any media that is not directly controlled by the subject

inbound marketing

attracting customers by creating valuable content and experiences tailored to them, solving problems they already have

lead

a potential customer that has shown initial interest in a business, commonly referred to as prospects

lead generation

the process of identifying potential customers for a business’s products or services

lead nurturing

the process of developing and reinforcing relationships with potential customers

marketing funnel

the process of turning a prospective customer into an actual customer

outbound marketing

traditional marketing and advertising in which consumers are delivered broad marketing messages

owned media

any media that the creator organically controls

paid media

any media for which the creator pays

perceptual maps

a positioning map that places a company’s product in relation to competitors’ products as those products are perceived by consumers

positioning

the strategy for portraying brands or products so their ideal customers perceive them as the best solution for their needs

pull marketing

marketing that naturally draws interest from potential customers, pulling them in to a brand or product

push marketing

putting a brand or product in front of an audience rather than drawing them in