Social Media Marketing Notes

Needs vs Wants

  • Needs: Things you must have to survive (like air, water, food).

  • Wants: Things you'd like to have to make life better (like a new phone).

Target Market & Audience

  • Target Market: The specific group of people you want to sell your product to.

  • Target Audience: The group you want to talk to about your product.

  • When targeting, think about:

    • Whether it's worth the cost.

    • Different people want different things.

    • Who they are (age, interests, etc.).

Demographics & Psychographics

  • Demographics: Grouping people by things like age, job, gender, income (e.g., age range, education).

  • Psychographics: Grouping people by what they like, what they want in life (e.g., interests, hobbies, values).

  • People change, so businesses change too.

4Ps of Marketing (Marketing Mix)

  • Product, Price, Place, Promotion.

Product

  • Something that satisfies what people need or want.

    • Tangible: Things you can touch (like a phone).

    • Intangible: Things you can't touch, like services or ideas (e.g., haircut, tour).

Price

  • How much a customer pays.

  • Includes: price, discounts, offers, payment options.

Place

  • Where customers can find your product.

  • Can be a physical store or online.

Promotion

  • How you tell people about your product and get them to buy it.

  • Includes ads, PR, selling directly, sales.

Digital Marketing Mix

  • Product/Service/Solution: Things you can touch, things you can't, and online things (like video games).

  • Price/Value: Changing prices quickly, comparing prices, being open about prices.

  • Place/Access: Online stores (like Shopee, Lazada, Amazon).

  • Promotion: Ads online, using search engines (SEO, PPC, SEM), email, online PR, social media.

Marketing Process

  • Use the 4Ps.

  • Research the market.

  • Choose a strategy.

  • Do it, watch it, and change it if needed.

Traditional Marketing Mix

  • Product: Does it do what it should?

  • Price: Are people willing to pay it?

  • Place: Can people find it?

  • Promotion: What do you want to say?

Market Research & Analytics

  • Know your customers: where do they go, what websites do they use.

  • Google Analytics: See what customers do on your website.

  • Google Keywords Tool: See what people search for online.

  • Google Trends: See what's popular on social media and search.

  • Surveys: Ask customers questions.

Selecting a Marketing Strategy

  • Social Media Marketing

  • Content Marketing, Affiliate Marketing

  • Direct Response: Email Marketing, Direct Mailers

  • Media Advertising: Print, Broadcast

Marketing Strategies – Social Media Marketing

  • Have a clear goal.

  • Pick the right social media.

  • Know who you're talking to.

  • What will you post?

  • What kind of ad will you use?

Marketing Strategies – Content Marketing

  • Make good stuff and share it.

  • Get people interested.

  • Get customers to do something that makes you money.

  • Examples:

    • Coca-Cola “Share a coke” campaign (personalization).

    • Hootsuite (Game of Thrones).

Marketing Strategies – Affiliate Marketing

  • Put links to other sellers with reviews, get money when they sell something.

  • Track with cookies.

Marketing Strategies – Direct Response

  • Email Marketing: Send messages to people who signed up.

  • Direct Mailers: Send letters in the mail.

Marketing Strategies – Direct Response - Print/Broadcast

  • Print: Put ads in newspapers, etc.

  • Broadcast: Pay for ads on TV.

Execute, Monitor & Adjust Strategy

  • Watch your campaign by looking at numbers.

  • Understand the numbers.

  • Change your plan if needed.

Social Media Metrics

  • Engagement: Likes, comments, shares, clicks.

  • Awareness: Impressions, reach.

Distribution Channels

  • Business to Consumer

    • Traditional Channel: retail store

    • Online Channel: online store

  • Business to Business

    • Traditional Channel: assemble iphones and macbook for Apple

    • Online Channel: Suppliers advertise their products on Alibaba to reach out to companies

  • Consumer to Consumer

    • Traditional Channel: flea market

    • Online Channel: Carousell, eBay

  • Consumer to Business

    • Individuals create value for businesses

Promotional Mix

  • Advertising

  • Sales Promotions

  • Direct Marketing

  • Personal Selling

  • Public Relations

  • Branding

Promotional Mix - Advertising/Sales Promotion

  • Advertising: Paid messages to tell people about something (e.g., TV commercials).

  • Sales Promotion: Short-term ways to get more sales.

Promotional Mix - Direct Marketing

  • Creators sell their creations

  • Creators create content and get paid based on viewership.

  • Creators create specific templates and sell

Promotional Mix - Personal Selling/Public Relations

  • Personal Selling: Selling face-to-face.

  • Public Relations: Making sure people like your company.

Introduction to Branding

  • Helps you do better than others.

  • Makes your product different.

  • Says who you are, who you want to be, and what people think of you.

How To Create A Brand

  1. Make a logo.

  2. Create a brand message

  3. Develop a tagline

  4. Integrate your brand

  5. Deliver your promise

  6. Brand consistency

Traditional Marketing Strategy - Print

  • Shift to digital.

  • Magazines: sell ad space.

  • Flyers, Brochures/Pamphlet.

  • Direct Mailers

  • Catalogues

  • Billboards.

Traditional Marketing Strategy - Broadcast

  • Transmit via radio/television