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Marketing

The document outlines the goals and traditional approaches to marketing, emphasizing the importance of maximizing consumption, customer satisfaction, choice, and quality of life. It details key features and channels of traditional marketing, along with its limitations compared to contemporary methods. Contemporary marketing focuses on customer orientation and includes digital strategies such as search engine marketing, email marketing, social media marketing, and content marketing.

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Allaysa Quejano
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6 views10 pages

Marketing

The document outlines the goals and traditional approaches to marketing, emphasizing the importance of maximizing consumption, customer satisfaction, choice, and quality of life. It details key features and channels of traditional marketing, along with its limitations compared to contemporary methods. Contemporary marketing focuses on customer orientation and includes digital strategies such as search engine marketing, email marketing, social media marketing, and content marketing.

Uploaded by

Allaysa Quejano
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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WHAT IS MARKETING?

GOALS OF MARKETING AND THEIR SOCIAL


EFFECTS

MAXIMIZE THE MAXIMIZE CUSTOMER MAXIMIZE CHOICE OF MAXIMIZE QUALITY


CONSUMPTION OF SATISFACTION GOODS OR SERVICES OF LIFE
GOODS
TRADITIONAL APPROACHES IN MARKETING

TRADITIONAL MARKETING- MARKETING STRATEGIES AND METHODS THAT HAVE BEEN WIDELY
USED BEFORE THE DIGITAL ERA.

KEY FEATURES OF TRADITIONAL MARKETING

ONE WAY
PHYSICAL PRESENCE:
MASS REACH: COMMUNICATION: CONSISTENCY:
RELIES ON TANGIBLE AND
DESIGNED TO TARGET A EMHASIS ON DELIVERING CAMPAIGNS ARE OFTEN
PHYSICAL ELEMENTS
BROAD AUDIENCE MESSAGES TO THE CONSISTENT IN MESSAGE
SUCH AS PRINT MEDIA
RATHER THAN A SPECIFIC AUDIENCE WITHOUT VISUALS TO ESTABLISH
AND IN-STORE
SEGMENT. REAL-TIME INTERACTION BRAND IDENTITY
ADVERTISING
OR FEEDBACK
TRADITIONAL MARKETING CHANNELS

PRINT MEDIA OUTDOOR ADVERTISING:


BROADCAST MEDIA: DIRECT MAIL
NEWSPAPERS BILLBOARDS
MAGAZINES TELEVISION CATALOGS
POSTERS
BROCHURES COMMERCIALS POSTCARDS
TRANSIT ADVERTISING
FLYERS RADIO ADVERTISEMENTS LETTERS
(BUSSES, TRAINS)
TRADITIONAL MARKETING CHANNELS

EVENT MARKETING
FACE TO FACE
TRADE SHOWS
INTERACTION :
EXHIBITIONS
COMMUNITY
DOOR-TO-DOOR SALES
SPONSORSHIPS
IN-STORE PROMOTIONS
LIMITATIONS OF TRADITIONAL MARKETING:

➢ COSTLY:HIGH PRODUCTION AND DISTRIBUTION COSTS FOR TV ADS, BILLBOARDS

➢ LIMITED TARGETING: LESS PRECISE IN REACHING SPECIFIC AUDIENCE SEGMENTS.

➢ MEASURING ROI: HARDER TO TRACK AND MEASURE THE SUCCESS OF CAMPAIGNS

COMPARED TO DIGITAL MARKETING

➢ LACK OF INTERACTIVITY: NO IMMEDIATE FEEDBACK OR ENGAGEMENT WITH THE

AUDIENCE.
CONTEMPORARY APPROACHES IN MARKETING

CONTEMPORARY MARKETING –REFER TO PHILOSOPHIES THAT


EMPHASIZE THE VALUE OF CUSTOMER ORIENTATION ABOVE
CONVENTIONAL MARKET ORIENTATION.
CONTEMPORARY APPROACHES IN MARKETING

DIGITAL MARKETING
SEARCH ENGINE MARKETING- COMPANIES ENGAGE IN SEARCH ENGINES MARKETING IN AN EFFORT TO BOOST SEARCH
TRAFFIC IN TWO DIFFERENT METHODS.
FIRST OPTION IS FOR THE BUSINESSES TO PAY SEARCH ENGINES TO APPEAR IN RESULT ENGINES.
SECOND,BUSINESSES CAN PUT A FOCUS ON SEARCH ENGINE OPTIMIZATION STRATEGIES TO RANK HIGHLY IN SEARCH
RESULTS NATURALLY.

EMAIL MARKETING – IS THE PRACTICE OF SENDING COMMUNICATIONS TO EXISTING OR POTENTIAL


CUSTOMER’S EMAIL ADDRESSES. COMMUNNICATIONS MAY PROVIDE DISCOUNTS, COUPONS.

SOCIAL MEDIA MARKETING- BUILDING AN ONLINE PRESENCE ON CERTAIN SOCIAL MEDIA SITES.

AFFILIATE MARKETING-INVOLVES UTILIZING OUTSIDE ADVERTISING TO PIQUE CONSUMER INTEREST.


CONTEMPORARY APPROACHES IN MARKETING

DIGITAL MARKETING

CONTENT MARKETING- CREATE CONTENT, SUCH AS EBOOKS, INFOGRAPHICS, VIDEO LECTURES, OR


OTHER DIGITAL MATERIALS AS PART OF CONTENT MARKETING.

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