Marketing Marketing 101: Understanding the Customer Journey

What is Marketing?

Marketing goes beyond just advertising and selling. It's about understanding customer needs
and creating value propositions that meet those needs. It's the process of bringing products and
services to market, generating demand, and fostering customer loyalty.

Key Concepts:

Market: A group of people or organizations with a need or want for a specific product or service
and the ability and willingness to buy it.
Customer Needs: The underlying desires and motivations that drive customers to seek out
particular products or services.
Value Proposition: A clear statement that communicates the unique benefits your product or
service offers to customers.
Marketing Mix: The 4 P's of marketing (Product, Price, Place, Promotion) used to create a
marketing strategy.
The Customer Journey:

Marketing focuses on guiding customers through a journey, from initial awareness to purchase
and beyond. Here are the key stages:

Awareness: Customers become aware of your product or service and its existence in the
market. This may be through advertising, social media, word-of-mouth, or other channels.
Consideration: Customers gather information, compare options, and evaluate if your
product/service meets their needs. This could involve website visits, reviews, or contacting
customer service.
Decision: Customers make a purchase decision based on their evaluation. Factors like price,
brand reputation, and value proposition influence this stage.
Retention: The goal is to retain customers and encourage repeat business. This involves
providing excellent customer service, building relationships, and offering loyalty programs.
Advocacy: Satisfied customers become brand advocates, recommending your product/service
to others through word-of-mouth or online reviews.
Marketing Strategies:

Market Research: Understanding your target audience, their needs, and competitor analysis is
crucial.
Product Development: Designing and creating products/services that provide value to your
target market.
Pricing Strategy: Setting prices that are competitive, reflect product value, and generate profit.
Distribution Channels: Choosing the right channels to reach your target audience, such as
online stores, physical stores, or partnerships.
Promotion: Communicating your product's value proposition through various channels like
advertising, social media, content marketing, and public relations.
The Evolving Marketing Landscape:

The digital age has transformed marketing. Key trends include:

Digital Marketing: Utilizing online channels like social media, search engines, and email
marketing to reach customers.
Content Marketing: Creating valuable content (blogs, articles, videos) to engage with potential
customers and establish expertise.
Data-Driven Marketing: Leveraging customer data to personalize marketing messages and
optimize strategies.
Mobile Marketing: Reaching customers on their smartphones with mobile-friendly websites and
targeted advertising.
By understanding these key concepts, the customer journey, and marketing strategies, you can
develop a strong foundation for succeeding in today's dynamic marketing world.

Additional Notes:

Consider adding real-world examples of marketing campaigns to illustrate the concepts.

Discuss the importance of ethics and social responsibility in marketing practices.
Briefly explore different marketing specializations, such as digital marketing, brand
management, and social media marketing.
This is just a starting point for your marketing class notes. Feel free to expand on these points
and incorporate additional topics relevant to your course.