The article begins by discussing the importance of building a brand that can stand the test of time, and goes on to explore how Fortnite and Nest achieved this goal. The authors argue that both companies were able to build brands that lasted by creating a strong sense of community around their products.
Fortnite, for example, was able to create a massive community of players by offering a fun and engaging game that could be played with friends. The authors argue that this community is what has helped Fortnite maintain its popularity over time, even as other games have come and gone.
Similarly, Nest was able to create a loyal community of customers by offering a high-quality product that solved a real problem: energy efficiency. The authors argue that Nest's focus on solving a specific problem helped to differentiate the brand from its competitors and create a strong sense of brand loyalty among its customers.
Overall, the article emphasizes the importance of building a strong community around a brand in order to create lasting brand value. By offering products that solve real problems and create engaging experiences, companies like Fortnite and Nest are able to build communities that are willing to stick with them over time.

Brand
How your customers perceive you
Culture
How your employees perceive you

Brand Lens to build a business strategy
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Brand identity components
Shared language and messaging pillars
Brand personality, voice, attributes
Audience profiles and drivers
Positioning and tagline
Vision, culture, values
Brand story and manifesto
Brand must-haves

Brand archetypes
When properly identified, brand archetypes will reflect the personality of brands and serves to better align personality type with specific Customer Personas

Final Brand Lens
Vision - brand’s higher purpose.
Mission - a short-term achievable goal
Values - express the organization’s culture and beliefs
Positioning - an internal statement that points to what makes us different from the competition relevant to the audience and true to our business
Attributes - traits that inform the voice and personality of the product, content, and experience. It also informs the voice, look, and feel of marketing materials, manuals, and workbooks.
Tagline - an external expression of positioning; short-hand for what the brand stands for.

Mission statement
​​Is an expression, made by company leaders of their desires and intent or purpose for the organization. The purpose of a mission statement is to communicate the organization's purpose and direction to its employees, customers, vendors, and other stakeholders
Build it by answering these questions:
•What does our company do?
•What does our company make or create?
•Why does our company matter?
•Who does our company matter to?
•How does our company make a difference in the community?

Brand positioning
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors

The first 7 pages of the article provide an overview of the key concepts and benefits of segmentation and targeting.
Gupta begins by explaining that segmentation involves dividing a market into distinct groups of customers who have similar needs or characteristics. He argues that segmentation is important because it allows companies to better understand their customers and tailor their marketing efforts to specific groups.
Gupta goes on to discuss the different types of segmentation, including geographic, demographic, psychographic, and behavioral segmentation. He explains that each type of segmentation can be used to create a more complete picture of the customer base and develop marketing strategies that are tailored to their specific needs.
The article then discusses the benefits of segmentation and targeting, including increased customer satisfaction, improved marketing effectiveness, and increased profits. Gupta explains that by targeting specific customer segments, companies can create more relevant marketing messages and increase the likelihood of converting leads into customers.
Gupta also discusses the challenges associated with segmentation and targeting, such as the potential for oversimplification and the difficulty of finding the right balance between customization and efficiency. He notes that companies must be careful to avoid stereotypes and ensure that their marketing efforts are grounded in data and insights.
Overall, the first 7 pages of "Segmentation and Targeting" provide a comprehensive introduction to the key concepts and benefits of market segmentation and targeting. Gupta emphasizes the importance of understanding customer needs and tailoring marketing efforts to specific segments in order to achieve long-term success.

STP
Segmentation - dividing markets into distinct groups of customers (segments) using segmentation practices.
The process of identifying observable characteristics that effectively identify customers with similar market behaviors
Then grouping them into clusters
Each cluster = segment
Segments have in common similar interests, look for similar benefits, need similar products, would pay similar prices

Market Segmentation
Geographic
The region, country, population, climate
Demographic
Age, gender, nationality, ethnicity, occupation, income, social class, family size, religion, education
Psychographic
Lifestyle, personality, values, attitudes, opinions, interestBehavioral
Brand loyalty, benefits sought, user status, usage rates, occasion, readiness to buy

Targeting - determine which customer group (segment) to focus your marketing efforts on.
Positioning - create product positioning and marketing mix that is most likely to appeal to the selected audience.

Personas help design relevant imagery and messaging to connect with customers who have that persona profile.

Why segment vs mass market?
Uncover unfulfilled needs
Better product design
Personalized experience
Relevant offers
Increased customer satisfaction
Increase sales, decrease conversion cost

Segmenting can be wasteful because it is too small to be profitable or expensive to market
Cant access them through communication or distribution channels
Unstable, short-lived
Undifferentiated

RFM
Recency - days since last purchase
Frequency - number of purchases
Monetary value - the net revenue

Control groups - a portion of a segment you don't market to in order to compare RR and sales lift.
Firms can only uncover segments not create them. Different companies might segment the same market differently.

DTC
Cut out the middlemen so they can bring better-quality products at lower price points to their consumers.
Manufacturers → advertising/website → consumer
They provide a customized, accessible, consumer-focused experience.
Personalized marketing
Smart algorithms & sophisticated funnels = more targeted marketing
Focus on building a 1-to-1 relationship with the consumer
Foster a sense of community
The relatable brand story across social channels
Behind-the-scenes look to establish an emotional connection

What are the key benefits of the DTC business model?
​​•Lower barriers to entry
•New brands can rapidly launch and scale online
•Full control over the customer journey and experience
•Allows for first-party data collection
•Eliminates distribution/placement deals negotiations
•More control over brand and fulfillment
•More open to taking more risks and trialing experimental channels
•Attractive option for start-ups, easy entry

Risks

1. Fully responsible for customer satisfaction
2. May alienate larger retail platforms as sales channels
3. Brands carry the burden of all operational costs: From manufacturing to distribution to marketing
4. Competing against retail giants with significant resources and brand recognition

Why are DTC brands preferred by certain customers?
•Widely accessible online
•Personalization of products on a large scale
•Brands perceived as being authentic, consistent, and meaningful
•Brands advocate for the needs of their target audience
•“Anti-establishment spirit”

What do DTC brands have in common?
•Niche focused
•Smaller product catalogs than traditional retailers
•Monthly subscription model
•Avoid mainstream manufacturing, small batch production
•Appeal to younger generations by evidencing their ethical supply chains and using their brand’s story to connect with their audience

Top 11 DTC business checklist

1. Identify an everyday item, and make it affordable
2. Focus on your customer’s pain points
3. Simplify choice
4. Take a content-first approach
5. Make use of celebrity influencers or multiple micro-influencers
6. Incentivize your customers to spread the word
7. Ask customers to make content
8. Disrupt social media with infographics and memes
9. Create a virtualized experience
   10. Trust badges
   11. Deliver an end-to-end customer experience

Website development
User Experience (UX): The user experience is key to the success of your website. You want to ensure that the website is easy to navigate, loads quickly, and provides a seamless experience for the user. This includes designing a clear and concise website layout, organizing content in a user-friendly manner, and ensuring that the website is mobile-responsive.
Content Creation: Content is the backbone of your website and digital marketing efforts. You want to create content that is high-quality, engaging, and relevant to your target audience. This includes creating web pages, blog posts, and other forms of content such as infographics, videos, and podcasts.
Search Engine Optimization (SEO): SEO is a critical aspect of website development. It involves optimizing your website to rank higher in search engine results pages (SERPs). This includes incorporating relevant keywords into your content, creating meta tags, and ensuring that your website is optimized for mobile devices.
Social Media Integration: Social media is a powerful tool for driving traffic to your website. You want to ensure that your website is integrated with your social media accounts, and that social sharing buttons are prominently displayed.
Lead Generation: Your website should be designed to generate leads and drive conversions. This includes creating lead magnets such as email opt-ins, creating clear calls-to-action (CTAs), and optimizing your website for conversions.
Analytics: You want to ensure that your website is set up to track user behavior and measure the success of your digital marketing efforts. This includes installing Google Analytics, setting up conversion tracking, and regularly reviewing your website analytics to make data-driven decisions.
Overall, website development is a crucial aspect of digital marketing. By focusing on user experience, content creation, SEO, social media integration, lead generation, and analytics, you can create a website that serves as the foundation for your digital marketing efforts and drives success for your business.

The authors begin by explaining that digital marketing involves using digital channels to promote products and services. They note that digital marketing has become increasingly important in recent years, as consumers have become more reliant on digital channels for information and entertainment.
Gupta and Davin go on to discuss the different types of digital marketing, including search engine optimization (SEO), social media marketing, email marketing, and content marketing. They explain that each type of digital marketing has its own unique benefits and challenges, and that companies must carefully consider which channels are most appropriate for their target audience.
The article also explores the challenges associated with digital marketing, such as the difficulty of measuring ROI and the need to keep up with rapidly evolving technologies and consumer behaviors. The authors note that companies must be prepared to adapt to changing trends and technologies in order to stay competitive in the digital marketplace.
Finally, Gupta and Davin discuss the importance of data analytics in digital marketing. They explain that data can be used to gain insights into customer behavior and preferences, and that companies must be able to effectively analyze and interpret this data in order to make informed marketing decisions.
Overall, the first 5 pages of "Digital Marketing" provide a comprehensive introduction to the key concepts and trends in digital marketing. Gupta and Davin emphasize the importance of understanding the unique benefits and challenges of different digital channels, as well as the need for companies to continually adapt to changing consumer behaviors and technologies.

Digital strategy
Easy - digital marketing is easy to start, manage and monitor
Affordable - digital marketing is less expensive than traditional marketing
Effective - digital marketing is more effective than traditional marketing

Digital media strategy steps
Establish objectives
Define your strategy
Determine who to target
Select channels where the target is found
Determine budget + success metrics
Develop relevant content
Deploy and measure
Optimize
Evaluate ROI
SMART Objectives

•Specific
•Measurable
•Achievable
•Relevant
•Timely objectives

SMART marketing objectives are specific, measurable, achievable, relevant, and timely objectives that guide a company's marketing strategy. They provide a clear direction for the company's marketing efforts and help to ensure that resources are used effectively. SMART objectives should be developed with the following characteristics:
Specific: objectives should be clear and unambiguous, identifying the intended outcome of the marketing effort.
Measurable: objectives should be quantifiable, so that progress can be tracked and evaluated.
Achievable: objectives should be feasible, given the available resources and constraints.
Relevant: objectives should be aligned with the overall goals and mission of the company.
Timely: objectives should have a specific time frame for achievement, to ensure that efforts are focused and results can be measured.
By developing SMART marketing objectives, companies can create a focused, targeted marketing strategy that maximizes resources and drives results.

The article begins by emphasizing the importance of social media in today's business landscape, and notes that a well-crafted social media strategy can help businesses to build brand awareness, engage with customers, and drive sales.
Kar and Aswani go on to discuss the key components of a social media strategy, including setting goals, identifying target audiences, and developing a content plan. They emphasize the need for companies to be clear about what they hope to achieve through social media, and to develop a strategy that is tailored to their specific business objectives.
The authors also provide practical tips for building a strong social media presence, such as identifying the most appropriate social media channels for the target audience, creating a consistent brand voice, and using data analytics to measure the effectiveness of social media efforts.
Finally, Kar and Aswani discuss some of the challenges associated with social media, such as the need to balance authenticity with professionalism and the potential for negative feedback. They stress the importance of being transparent and responsive to customer feedback in order to build a strong social media reputation.
Overall, "Tech Talk: Creating a Social Media Strategy" provides a comprehensive guide to developing an effective social media strategy for businesses. The article emphasizes the importance of setting clear goals, identifying target audiences, and developing a content plan, and provides practical tips for building a strong social media presence while navigating the challenges of this rapidly evolving landscape.

Social Media Strategy
10 Steps to Develop Social Media Strategy

1. Understand the nuances of different social networks
2. Conduct competitive intelligence
3. Define your objective and UVP (unique value prop)
4. Define your audience
5. Select the right channels
6. Define your voice + communication pillars
7. Develop your content series
8. Understand paid advertising
9. Drive results with paid ads
   10. Pair metrics with goals

Conduct SM audit or competitive analysis

Examples of social media objectives
​​1. Increase brand awareness
60 percent of Instagram users say they discover new products on the platform.
2. Drive website traffic to boost sales
Social media posts and ads drive relevant traffic to your website
3. Product development opportunity
Community feedback and research tools provide valuable feedback loop opportunities
4. Customer service and customer support
People expect brands to be available on social media and seek out their social accounts for customer service.
5. Learn more about your customers
Social media generates a huge amount of data about your customers in real-time.
6. Better targeting
Ability to develop look-alike audiences for paid ads
7. Retargeting
Nearly 70 percent of online shopping carts are abandoned.
Using tracking tools like the Facebook Pixel, you can show these potential customers social media ads for the exact products they have browsed on your website or placed in the shopping cart.
8. Establish your brand as a thought leader
Become the go-to source for information on topics related to your brand or industry
9. Stay on top of the mind
Most social media users log into their accounts at least once per day

Content Marketing
Digital Content examples
Photos
Blogs and articles
Videos (including tutorials, vlogs, and webinars)
Podcasts and audio recordings
E-books and digital publications
Infographics and visual content (including memes and GIFs)
Social media posts and updates
Images and photographs (including stock photos and custom graphics)
Games and interactive content
Online courses and educational materials
Software and mobile apps
Webinars and virtual events
Email newsletters and campaigns
Whitepapers and case studies
Press releases and media kits
E-commerce product descriptions and reviews

Content Creation Process

Content Creation elements
Ideation, copywriting, design, curation, production, posting

What makes content good?
short, fast-paced, thumb-stopping content to grab attention quickly is the norm.

Content must meet customers at every stage of the buying process

Why would people share it?
•Share humor
•Share information
•Share a point of view
•Fit in
•Causing controversy
•Playing on a memory
•Evoking a smile
•Sparking emotional engagement
•Social capital needs

Timing is everything
Release content around:
Product launches
Brand milestones
Current events in order to stay fresh and relevant

Visual techniques
Use bright colors
Use borders and framing
Leverage brand recognition
Strategic techniques
Novelty - be the first to tinker with new features and functionality
Recognition - use a popular person or reference to hook people in
Information quantity - simplify the message
Rhythm - get into the action faster. Play with “heartbeat” pacing
Curiosity gap - start with a question to keep people wanting
Shock and awe - whats the one thing your category won't talk about? Talk about it.
Zig when they Zag - what are the category conventions? Stand out.

Influencer Marketing

Advantages
Deep audience engagement
Better approachability
Lower costs
Long-term relationship potential
Better flexibility
High conversion potential

Brand benefits of influencer marketing
Increased brand awareness
Improved credibility and trust
Higher engagement rates
Targeted marketing
Cost-effective
Authentic content
Increased sales
Content life extension

Loyal and Referral Programs
What are the purposes to have a loyalty program?
• First-party data
• Repeat purchases
• Referrals
• Retention
• Customer segmentation / Experiences / Campaigns
• Research / R&D
• Upsell
• Inventory management
• Acquisition / Cost reduction – paid low marketing
• Competitive edge
• Customer Communication – marketing opps owned (email, SMS, App notifications)
• Promotions/Discounts/Couponing tied to Inventory
• Enhanced personalization

How do you go about marketing your rewards program?
•Digital Ads
•In-store
•Store employees
•Bill inserts
•Direct Mail
•Email
•Social media

Key elements of a referral success
Social Capital
The referral makes someone look good
They’re introducing a brand that their friends will love
They’re giving an offer that is too good to be true
Social Risk
Offer makes them look like they’re acting in their own self-interest
Too much social risk = reluctance to refer
Social Capital or Risk is determined by how the referral offer is positioned and how customers view the brand

Starbucks app feature and purposes

Feature
Purpose
Birthday gift
Loyalty feel good – personal, brand love
Free trial
Sales = trial
Mobile order
Revenue/convenience/efficacy/
Newsfeed
Third-party partnerships = incremental revenue stream
Auto $$ refill/Gift Cards
Revenue/cash on had/personalization/referral
Wifi
Acquisition/enrollment
Free refills
Increased in-store sales
Store locator
Revenue/discovery
Gamification
Engagement