DigitalMarketer Daily Day 3: How Do You Manage All the Marketing Methods?

TL;DR

Manage today’s many marketing methods by applying each one to the appropriate stage of the Customer Value Journey rather than treating it as a standalone tactic. The first half includes awareness, engagement, contact-information conversion, and entry point offers priced from $8 to $20. Read on to see which methods and examples fit each stage.

Transcript

welcome back i hope your week is going amazing so far let's shut off our other apps and let's focus believe it or not marketing used to be pretty simple you built a desirable product or service wrote some nice things about it and ran some ads in the last video i mentioned that the first map was great in 600 bc that's old but not as old as the first... Read More

Key Insights

• Marketing has transitioned from simple advertisements to complex methodologies due to technological advancements like the internet, radio, and television.
• The Customer Value Journey (CVJ) is a strategic framework that helps apply various marketing methodologies effectively across different stages of customer interaction.
• Awareness is the first stage of the CVJ where prospects can be reached through various channels like paid media, search marketing, and social media marketing.
• Engagement involves creating content or community interactions that keep prospects interested, using methods like email marketing, content marketing, and community marketing.
• Conversion involves obtaining prospect contact information through valuable free offers, using strategies like content marketing, email marketing, and digital advertising.
• Entry point offers, requiring time or money commitment, help shift relationships with customers. These can be promoted through paid media, content marketing, and search marketing.
• The price point of entry offers is typically low to encourage customer commitment without focusing on profit.
• The evolution of marketing methodologies necessitates a strategic approach to manage diverse customer preferences and expectations effectively.

Questions & Answers

Q: How do you manage all the marketing methods available today?

Organize them around the Customer Value Journey and apply each methodology to one or more appropriate stages. This shifts your focus from isolated methods to using those methods within a proven strategy.

Q: Why has marketing become more complicated?

Marketing once centered on building a desirable product or service, writing persuasive copy, and running advertisements. The printing press, radio, television, and internet expanded the available methods, while customers developed distinct habits, preferences, and expectations.

Q: What is the Customer Value Journey?

The Customer Value Journey, or CVJ, is a framework that incorporates marketing methodologies at one or more stages. It helps marketers decide how methods such as paid media, content marketing, and email marketing support a broader strategy.

Q: Which marketing methods can create awareness?

The awareness examples use paid media, search marketing, content marketing, and social media marketing. They include a Facebook advertisement for a children’s summer camp, a Google search for a coffee supplier, and an Instagram video about noise-cancelling headphones.

Q: How does engagement happen in the Customer Value Journey?

Engagement typically takes the form of content or community. The examples use content marketing, social media marketing, community marketing, and email marketing through an email newsletter, a Facebook community, and a YouTube instructional video.

Q: What happens during contact-information conversion?

A prospect provides contact information and grants permission for future contact. This exchange is sometimes called an ethical bribe: the company offers something valuable for free and asks for contact details instead of money.

Q: What makes a free offer effective?

The biggest criterion is that the target audience finds the offer valuable. Examples include a first-home webinar, a free face-cream sample, and a demo of an employee-hiring application.

Q: What are entry point offers, and why are they priced low?

Entry point offers require a commitment of either time or money and are intended to shift the relationship between a company and its subscribers. The examples range from an $8 consultant’s book to a $20 teeth-whitening service; the goal is not to make a huge profit.

Summary & Key Takeaways

• Marketing has evolved from simple methods to a complex array of strategies due to technological advancements. The Customer Value Journey (CVJ) provides a framework for applying these methodologies effectively across different stages of customer interaction.

• Awareness, engagement, and conversion are key stages of the CVJ. Each stage utilizes different marketing methodologies such as paid media, content marketing, and email marketing to reach and engage prospects.

• Entry point offers are designed to shift customer relationships by requiring time or money commitment. These offers are strategically priced to encourage participation and are promoted through various marketing channels.