Tsecond Generation Technology

Pvt. Ltd.





Marketing

Akshita Shrivastava
 CONTENTS
TOPICS
Affiliate Marketing
Cause Marketing
Scarcity Marketing
Viral Marketing
Seasonal Marketing
PR Marketing
Evangelism Marketing
Event Marketing
Reverse Marketing
TOPICS
Guerrilla Marketing
Ambush Marketing
Alliance Marketing
Cultural Marketing
Telemarketing
Promotional Marketing
Niche Marketing
Social Pull Marketing
 AFFILIATE MARKETING
OVERVIEW :
• A digital publisher promotes an online retailer
• Publisher earns commission on product sales - 'Pay for Perfromance-
• Metric is Cost per Action (CPA) - Flat Rate or Revenue Share

BENEFITS :
• Less hassle but built on trust
• Low risk - start with zero upfront investment

AFFILIATE TYPES :
• Reward Sites or Comparison Websites
• Content sites & blogs
• Email
• Social Affiliates
 AFFILIATE MARKETING
CORE PLAYERS:
 AFFILIATE MARKETING
CHOOSE AFFILIATE NETWORK:
• Aim - define objectives
• Strategy - dynamic or mutiple networks
• Product alignment with audience & platform

PROMOTE AFFILIATE OFFER:

• Create product tutorial
• Search Engine Optimization
• Set distribution strategy

Example : WireCutter - promoting gear and gadgets— kitchen tools to travel gear
 CAUSE MARKETING
OVERVIEW:
• Collaboration between for profit and non-profit organization for mutual benefit
• Alignation of the brand with a cause
• Creation of social value, increased connection with the public & profits

WHO?
• Suited for B2C marketing requiring more coomuincation or brand loyalty
• For NGO requiring funds, exposure or reliability

STRATEGY:
• Find related cause - Single/Multiple
• Strong emphasis on earned and social media
 CAUSE MARKETING
Four elements to focus on:
1. Authenticity : Should make immediate sense
2. Branding: Strong message
3. Familiarity: Trust among consumer group
4. Press coverage: To increase visibility of campaign

BENEFITS:
• Build brand loyalty & excitement among consumers
• Builds brand image

Example: Tata Tea - Jaago Re campaign

 SCARCITY MARKETING
OVERVIEW:
• Limiting availability of a product/service to increase demand/value
• Consumer's Fear of Missing Out (FOMO)
• Principle - People give more value to few in quantity

THINGS REQUIRED:
1. Networking - Majorly driven by social networking
2. Simpler online presence - Easy user interface
3. Great customer experience
SCARCITY MARKETING
 SCARCITY MARKETING
DEFINE EXCLUSIVITY:

1. Limited quantity - To create sense of urgency

2. Unavailability - To cover supply constraints
3. Pre-orders - Countdown to release date to create buzz
4. Limited Editions - For digital products by ensuring scarcity
5. Exclusive content - Adds extra value
6. Limited time offers
 SCARCITY MARKETING


DEFINE EXCLUSIVITY:

7. Crowdsourcing - Limited product for limited time via pre-registration; early bird
8. Invite Only
9. Curated Membership - For more engaged audience

Example : Pebble Time - With help of Crowdsourcing generated phenomenal revenues

P.S - Should not overshadow product. Start with a quality & exclusive offer.
 VIRAL MARKETING
OVERVIEW:
• Generates interest & potential sales through messages that spread like a virus
• Existing social networks are used - word of mouth/internet
• Something of value is shared for free
• Risky as control is in the hands of users

TYPES:
• Pass Long - Messages sent to users
• Buzz Marketing/Incentive viral
• Undercover marketing
• User managed databases
 VIRAL MARKETING
VIRAL CAMPAIGN:
• Identify particular demographic segment
• Research & select communication channel
• Create content
• Promote & keep interacting

CHALLENGES:
• Spam/Negative publicity
• Customer communication
• Time restriction
• Brand dilution
 VIRAL MARKETING
WAYS:
• Referral contest/Target based/Sure win
• Free 'viral' online services
• Bait post
• Video marketing

BENEFITS:
• Low cost
• Potential of greater reach
• Immediate visitors i.e. fast
• Not invasive in nature
Example: WWE - Jericho binary code videos
 SEASONAL MARKETING
OVERVIEW:
• Adjusting campaigns according to the calendar year/seasonal trends

WHY?
• Heightened consumer awareness
• Creates sense of urgency - seasonal editions
• Inherent motivation for customers
• Traditions induce sales

STRATEGY-
• Determine target segment
• Select themes: Seasons/holidays/Events
 SEASONAL MARKETING
STRATEGY:
• Align product/service with the theme
• Integrate seasonal marketing into regular mix
• Promote seasonal bestseller

DISCOVER TRENDS:
• Keywords research
• Spend enough time forecasting
• Previous year trends

Example: Starbucks - Holiday cups

Sample:
 PR MARKETING
OVERVIEW:
• Focuses on reputation management via positive media coverage
• Vital component of marketing strategy
• Includes all current and potential stakeholders

BASIC PRINCIPLES:
• Investor relations
• Government relations
• Community relations including online
• Customer relations
• Crisis communication
 PR MARKETING
PR TACTICS:
• Press Releases
• Events : Eg.,Inbound Marketing Conference by Hubspot
• Partnerships
• Letters to Editor: Eg., Sundar Pichai's article on privacy to New York Times
• Pop Up Shops
• Original Research - To position company's expertise

- In the time of COVID-19, many companies have customised their advertisements &
working on their communication strategy.
 EVANGELISM MARKETING
OVERVIEW:
• Convincing people to believe in your brand that they recommend it to others
• Very cost effective

Two ways:
1. Inside-out -
• Appointed by the company to share news of the brand
• Evangelists from personal/subjective prespective- eg: Elon Musk for TESLA
• Evangelist of whole industry -eg: Joe Pulizzi for content marketing

2. Outside-in -
• Clients ; eg: Apple users
EVANGELISM MARKETING
 EVANGELISM MARKETING
HOW TO MAKE IT WORK? - Ideal for small/medium businesses
• Mainstream customers should be the focus
• Rely on qualitative research along with supportive data
• Understand competition
• Engage community with contests
• Make extra efforts to interact
• Begin In-House: Encourage team/employees

Example: Netflix
 EVENT MARKETING
OVERVIEW:
• Promotional strategy involving face to face contact with customers at events
• Every event is unique in itself
• Example: User Conference - Oracle Code One

HOW TO MAKE IT WORK?

• Ask - Why should people attend your event ?
• Include attendee perspective & stakeholder motivation
• Plan Event Elevator Pitch - be original
• Understand your stakeholders
• Identify different touchpoints (before/during/after the event)
• Process mapping : Define channel identity & purpose
 EVENT MARKETING
STRATEGY TO DRIVE DEMAND TO EVENT:
• Remarketing - Like countdown or focused ads

STEPS:
1. Build the event website
2. Plan serial promotional content strategy
3. Plan email campaign for the event
4. Articulate value proposition of the event
5. Seperate event-messaging for decision makers
6. Event co-marketing initiatives with sponsors
7. Targeted social media campaigns
8. Measure the success with relevant KPIs
 REVERSE MARKETING
USES:
• Shun “coercive marketing” strategies
• Cuts out “hard sales” and abrasive tactics
• Build relationships with customers

• Several techniques, but every method follows the same principles:

1) Know what is important to your customer

2) Give the customer a reason to come to you
3) Offer the customer something of value, before attempting to close a sale
 REVERSE MARKETING
Ask 3 questions:

What can we offer of value?

- Value proposition

Would you like to test/try it for free?

- End date to the giveaways

How can we offer further and continuous solutions?

- Forecast customer lifetime value
 REVERSE MARKETING
TIPS:
• Tailor your product or service to the ideal customers
• Foster knowledge and customer involvement
• Provide solutions
• Use direct response systems to ensure follow up
• Offer free products or guides
• Teach /empower your customers

You don’t sell the products; you sell the philosophy behind your existence.
 GUERRILLA MARKETING
OVERVIEW:
• Advertising product/service in unconventional way
• Element of surprise and lbudget friendly campaign
• Originality is the key

HOW TO DO?
• Know your Potential Clients
• Find the Perfect Location
• Craft a Heartfelt Message
• Measure the Results
 GUERRILLA MARKETING
TIPS FOR PLAN:
• It begins with an idea
• Based on human psychology rather than experience
• Target smaller groups for more effectiveness
• Sell the benefits of your product
• People pay attention to what interests them; not advertising
• Be relevant
• Make it interactive
 AMBUSH MARKETING
OVERVIEW:
• An attack from a hidden position
• Refers to a company capitalizing on reputation/popularity of an event
• Without consent of the necessary parties

IMPACT:
• Increased cost of sponsorships
• Transgression on IP rights

QUESTIONABLE - ETHICAL OR NOT ?

 AMBUSH MARKETING
DIFFERENT TYPES
 AMBUSH MARKETING
STRATEGIES:
• Sponsoring media coverage of an event
• Sponsoring a sub category within an event
• Making a sponsorship-related contribution to a players’ pool
• Engaging in advertising that coincides with a sponsored event

WHY DOES IT EXIST?

• Ambush marketing campaigns are short lived
• The ambushers have been successful in defending themselves
• Affected parties usually do not take legal help - NO strict laws
 ALLIANCE MARKETING
OVERVIEW:
• Joining to the overall strategy of the actions of two or more companies
• Could be concluded between allies or even strong competitors

PROGRESSIVE:
1. Demand generation
2. Access to new knowledge or resources
3. Creation of high-quality content
4. Profitable marketing plan;
5. Increasing competitiveness;
6. Rational distribution of risks;
 ALLIANCE MARKETING
TYPES:
• Advertising: Video ad with multiple brands
• Causes: Social cause with joint initiatives
• Distribution agreements
• Licensing
• Promotion
• Product Development
• Technology Alliances

Example: Strabucks + United Airlines : On flight passengers offered coffee

 CULTURAL MARKETING
OVERVIEW:
• Promote product to people from different cultures or demographics
• A brand’s response and contribution to culture

WHY IMPORTANT?
• People are influenced by where they come from
• People have different journeys
• Your brand can be left behind
• Competitive Advantage
 CULTURAL MARKETING


SOURCES OF CULTURE:
 CULTURAL MARKETING
STRATEGY:
• Stay on top of cultural shifts
• Contribute an expert voice
• Believe in something

Example: Customised menu of McDonalds for every country

 TELEMARKETING
OVERVIEW:
• Act of selling, soliciting, or promoting a product or service over the telephone

TYPES: B2B/B2C
• Inbound - incoming
• Outbound -

Successful Telemarketing campaign:

• Outsource the data mining task
• Call at the appropriate time and mind your tone
• Don’t be pushy
 TELEMARKETING
BENEFITS-
 TELEMARKETING
DISADVANTAGES
 TELEMARKETING
IS THERE A FUTURE?
• Several surveys indicate that it is has no future
• However, some companies working towards it
• AI development
• Not dying but evolving
• Possible virtual call centres

Example: Dish Network

 PROMOTIONAL MARKETING
OVERVIEW:
• Use of any special offer intended to raise a customer's interest and influence a
purchase
• Goal is to raise awareness about a product or increase its appeal
• Valuable to both new customers and existing customers

WHY IMPORTANT?
• The Staying Power
• Cost effective marketing strategy
• They Boost Morale
 PROMOTIONAL MARKETING
PROMOTIONAL STRATEGY:
• Target audience – who are you selling for and what are their interests
• Budget – how much are you willing to invest
• Plan of action – what strategy are you adopting in order to reach your purpose and
make a profit.
WAYS:
• Use Content Marketing To Drive More Traffic
• Explore Social Media & Email Marketing For Skyrocket Engagement
• Adopt Refunds & Rebates Strategies To Guarantee Quality
• Use Free Samples, Sales Coupons & Promotions To Boost Sales
• Work With Brand Ambassadors To Increase Brand Awareness
 NICHE MARKETING
• What's a Niche?
 NICHE MARKETING
HOW TO CHOOSE A NICHE?
• Brand must recognize its best customers by studying their interests closely
• Figure out - What about the potential customers
 NICHE MARKETING
STRATEGY:
• Customer needs
• Marketing messages -- Sound like the niche

BENEFITS:
• Increases Brand Loyalty
• Helps In Saving Costs

Example: Lyft - fun & friendly approach

SOCIAL PULL MARKETING
 SOCIAL PULL MARKETING
OVERVIEW:
• Adaptation of the traditional pull strategy to social media websites

WAYS:
• Reactive marketing - Find a way to jump in on something newsworthy
• Mine social comments
• Create community interest hubs
SOCIAL PULL MARKETING
THANK YOU !