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Tech in Marketing – A tour before you hop in

Digital Marketing… hype or future? Learn few tools and become an expert Digital Marketer? This article explorers the fundamental concept as well as modern tools of Digital Marketing. So, I think this will be important towards anyone’s journey to be a great digital marketer.
I started learning digital to improve my ecommerce website services. But all I could find are different people teaching how to use different tools. Tools are expendable.
So, this article is for anyone willing to dive into the world of marketing through the digital medium. It gives the big picture first then explores available tools. This can be a leisurely read or a ground work for future development.

Marketing has been with us since the dawn of civilisation. But gone are the days when one had to learn everything from scratch or depend on the limited experience of the family. Long since marketing techniques have been catalogued and analyzed over and over again. Now it can be said with enough affirmation that it has grown into a discipline.

Law of Marketing

Marketing encompasses human frivolities, their flaws and deep-rooted possibilities. Fortunately, enough evolution has shown no signs of interfering with basic human tendencies for quite some time. That’s how marketing “hypotheses” stood the test of time and grew into “laws”. To get the core feel of the diverse marketing techniques and outlooks, we refer to some basics as follows:

  • “People don’t know what they want until you show it to them”- Steve Jobs. Marketing starts understanding the customers’ needs and finding the best fit product.
  • Marketing is about sending the right message, to the right person, at the right time.
  • Marketing is not just about selling. It is also about keeping an existing customer happy by communicating with them so that they remain a customer for life.
  • Marketing is a means to an end. The purpose of marketing is to build a brand and capture a position in the minds of the customers.
  • Marketing is a game of perceptions. Product is rooted in reality. Marketing should not be more important than the product. A great product sells itself.
  • A great product converts your customers into brand ambassadors. Word of mouth marketing is the best channel of marketing ever.
  • Advertising, Copywriting and Sales are the components of marketing.

Building a strong brand that can withstand the fickle demands of time is a mark of quality marketing. This can be achieved by entering a small subcategory that people avoid or having a unique angle in a competitive market.

Why learn marketing ?

We need basic security of our existence to be able to do things that really matter to us. Marketing has been right before our eyes since time immemorial. Still, we seek to go for traditional jobs or accept doing things we don’t like, sacrificing possibilities. Learning marketing can free us from the shackles of financial impotence. Unlike any other job, like Production, Manufacturing, HR, Accounting or Administration, Marketing gives direct ROI. Unlike most jobs today, it is not under threat due to innovation and progress. The complexity of human nature, that only a sensitive human can understand, makes marketing so special that no AI can compete.

Importance of Communication Skills

Communication skill is given for good marketing. Vocabulary or grammar is secondary when communicating. Being able to convey what we really want to say is all the game is about. So if our customers’ language is English, we need to think and feel the language and grow as close to it as we are to our mother tongue.

Global Economics and Marketing

Economy is the study of how individuals, instiutions and soceity deal with scarcity. Economists simplify the world for us. They create the thinking base for the intricate concept called market. Some even say that economists prefer to stay in their ideal worlds. Prof. John Nash challenged that and developed the Game Theory that radically changed marketing forever. It reminded how economics can be a valuable tool for marketing. So it goes without saying, a great Marketer needs to understand economics as deep as possible. Below are some notable observations of economics :

  1. A country’s economy goes up as the average age of the country goes up.
  2. Supply and Demand entwin with delicate intricacy to regulate transactions around the world. Apparently insignificant changes in any of them may send transformative waves to widespread demographic places.
  3. Debt creates money. Banks have the power to create money out of thin air while handing out loans. Thus there is more money as more people come under debt. But if people start paying off all their debts, the money begins to disappear. This dilema can be avoided by simply taking away the power to create money from banks seeking short-term profit to public sectors. Gradually those loans can be repaid and the heavy debt we all bear can be repaid gradually.
  4. Recession challenges the very existence of companies. The strong survive and the weak go away.

Indian economics is entwined with global economics and one of the countries with the very low average age. The young workforce from the most diverse conglomeration of races are ready to give their lives but halted by intricate and delicate traditions. The challenge is greater than anywhere else in the world but the solutions will be the solutions for the world. Capital in economics is not money but what creates it. We have the experience of being one of the oldest civilizations still alive and lively. The possibilities of future Indian Enterpreneurs are unfathomable. Its only a matter of time, till we grow over whatever holds us back. 

Traditional Marketing vs Digital Marketing

Options in traditional market, like television, has a reach way higher than digital medium. But the digital marketing offers immense opportunities for scalability and retargeting effective ads. Direct response marketing is a type of marketing to evoke an on-the-spot response and encourage a prospective customer to take action by opting in the advertiser’s offer. The famous telemarketing we are used to, dominate the TV. But with a fraction of the cost behind those ads we can host direct response marketing and scale it as well.

CATT marketing Funnel

The customers, like any human, are not sure what they want or how to get it even when they do.  So we marketers try to add value to their life teaching them about products. One such tool to get a customer in touch with a product is CATT funnel. CATT stands for Content, Attention, Trust and Transaction.

Content is the part where we explore how a product adds value to the customers. Maybe someone is trying to learn coding. A readable and experience-rich blog of a website, selling coding tutorials, connects a prospective customer to their products. Maybe those who use YouTube like Google will find a video simplifying an unexplored terrain that will inspire for more. Books may be a viable medium to seek customers who are determined for a quality product. Webinars are for those who prefer a personal touch to any communication. And last but not least of the lead magnets, Social Media should be ready with its posts and reviews to let in customers seeking connections the hard way.

Now a great content sitting idle, shying away will benefit none. We need to draw attentiontoo and we need to do it as subtle, efficient and modern we can. There is SEO to let search engines be aware of our presence. Doing an SEO on our website and in our contents without blasphemous efforts to manipulate traffic, pays off well. Paid Ads are also an efficient way to enhance reach. There may be a debate as to how we can compete with adblockers. Apple approving adblocking apps in App store came as a serious threat to the waves of ads flooding in apps and browsers. But still, most people do not use ad blockers. Google joined this threat stricken community not charging ads which are not visible will not be charged. Retargeted ads became a necessity in these circumstances. Social media ads, referrals and affiliate marketing also uphold the leads and contents bringing more customers to a product family. Email marketing is a more personalised way to bring customers because email is still considered as a personal space.

Now comes the vital part of the connection, Trust. Trust comes with habit. The habit of knowing gradually, till the knowledge finds home in a person’s trust system. There are many mediums to engage with a prospective customer repeatedly or hook them into the product culture. Social media followers, subscribers to the email lists, UpViral and retargeting future prospects serve our purpose well.

After the relationship is solid and the prospect wants to be part of the family, we offer them transaction opportunities to buy our products. But surely as with important people in our lives, we have to let them know they are valuable to us at every step. We may lure them with offers or we may choose to persuade them with sales triggers. There are mainly seven different sales triggers: Reciprocation, Commitment, Authority, Social Proof, Scarcity, Liking and Fear. 

Now we repeat the cycle. Provide quality content, bring those to their attention, grow trust and persuade them to transact. That’s how we keep alive our healthy relationships, at the same time increasing the reach of a product family.

Integrated Digital Marketing

The ultimate purpose of marketing is sales. But the banners and shouting for attention as in the past is now considered crude and immature. So with the freedom of the internet we can provide a potential customer different mediums to explore and educate themselves about a certain product. The content holds the centre of attention. It inspires the customer to get up and buy. The news of its existence is spread through search engines, social media, email marketing and paid ads. All of them try to work in unison to bring customers who need those products.

A healthy human always wants to grow, know and be more. A quality content fulfils that purpose. It adds a new sense of value as it connects with a product. It turns the admirer into invalable brand ambassador. It adds a sense of belonging to the customer.Then there is email. Email has been since the dawn of internet and it is here to stay. It gives a personal space from the often overwhelming social media buzz. Email directs the customer to sales and content only when the customer asks to educated.
If email is like meeting a person at home social media is like a focus group. People tend to be more open about their problems when everyone is sharing. Sharing content here brings constructive critism and hence deeper understanding of the content.

People know internet from search engines. So if proper SEO is done the search engine takes it upon itself to educate its vistors if their needs coincide with a product’s features.
Paid ads speed the process by retargeting the sales to required direction.

Mass Trust

Mass trust influences attention traffic. Door to door sales is one way to do so. It follows AIDA tactic. AIDA standing for Attention, Interest, Desire and Action. But it is time limited and unscalable. Digital marketing opens opportunities to scale the bonds. The fundamental tactic it follows is CATT.
Evolution of a personal brand is a great way to build mass trust. It provides us the necessary influence to form a new brand. But we cannot invest upon it or sell it. A personal brand becomes an influencer and a brand ambassador for the companies they run.
The evolution of a personal is as adventurous as it sounds. First we need to grow new skills. Then put those new found skills to real world challenges. Write blogs to inscribe those experiences. May be do some consulting if it takes. Mentoring others will help us to scale our skills and grow some good karma. When the experince is sufficient enough we can answer to the deep adventurous call to start our own startup.Sources:

You can further your exploration with these great books:

  • Economics 101 by Alfred Mill
  • Currency Wars by James Rickards
  • Capital by Thomas Piketty
  • Scientific Advertising by Claude C Hopkins
  • The Adweek copywriting by Joseph Sugarman

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P.S. This is part of Digital Deepak Intenship (  )