The Marketing

Framework
The 5 Ws : What? When?Where?Who?
Why?
What Are You Marketing?

Revenue Model Cost To Make Product/Servic

Value Proposition

• FOR ......... (target customer)

WHO ......... (statement of the
need/opportunity)
OUR ......... (product or
service/category)
THAT ......... (statement of benefit)
UNLIKE ......... (closest competitor)
OUR OFFER ......... (primary
differentiator)
Value Proposition:
Example

• FOR college freshers & working

professionals
• WHO are looking to build a career in ML
• OUR online ML course
• THAT makes you industry ready
• UNLIKE Coursera
• OUR OFFER apart from concepts,
assignments we offer one one mentorship
Who Are You Marketing For?

Interests Demographics Pain Points

Behaviour Thinking Feelings

Empathy Maps

SEEING DOING THINKING FEELING

Empathy Maps Example(ML Course)

Thinking Feeling Seeing Doing

Upgrading to in trend Scope in data science, Research papers in Consuming free

skills, building career no skills no job, job data science, increase content for
in data science, insecurity, it’s the in competition, high information,
internships and jobs, right time to upgrade pay in data science, researching about
need certifications, MOOC platforms, a lot courses, working as
planning the future of courses in data software
science, A lot of free engineers/developers
content in the form of
blogs and videos.
 Background and Demographics

• Age
• Gender
• Income
• Location
Buyer’s • Profession

Persona Behaviour
A fictional character

Pain Points

Needs
Buyer’s Persona Example(ML Course)

Demographics Behaviour Pain Points Needs

22-35 M & F Learn through online Content is abundant A flexible online

Working in tech videos and blogs but scattered course
40k-75k Enroll for free and paid Many courses to Covers all topics
courses on MOOCs choose from Credibility of
Btech/MBA
Make use of sites like What if I pay and can’t certification
stackOverflow cope up Placement assistance
Have profiles on No opportunities to Live projects
LinkedIn and GitHub gain experience
Knowledge Mentor
When To Market?
The Marketing Funnel
 Marketing Objective

Why To
Market?
KPI
SMART Goal Framework

Specific Measurable Achievable Relevant Time Bound

 • Social Media Campaign Marketing Objective:
“To generate 500 ML research paper downloads
to generate good quality leads in a budget of INR
5000 in the next 30 days”
Example • KPI: Number of Research Paper Downloads
 Paid Channels: Search Ads,
Display ads, Social Media ads

Where To Owned Channels: Search Engine

Organic Results, Website, Social
Market? Media, Emails, SMS, Whatsapp

Earned Channels: Influencers,

Blogs, Social Media
What Next?
Measuring and Optimizing

Build More Understanding of Target Audience

Optimize Campaigns and Website

Increase Sales and Revenue