What is the 7Ps Marketing Mix and how should it be used?
The marketing mix is a familiar marketing strategy tool, which as you will probably know, was traditionally limited to the core 4Ps of Product, Price, Place and Promotion. It is one of the top 3 classic marketing models according to a poll on Smart Insights.
[si_guide_block id="29978" title="Download FREE Member resource – Essential marketing models" description="This free download explains and gives examples of all of the most useful classic marketing models ."/]
Who created the 7Ps model
The 7Ps model was originally devised by E. Jerome McCarthy and published in 1960 in his book Basic Marketing. A Managerial Approach.
We've created the graphic below so you can see the key elements of the 7Ps marketing mix.
The 4Ps vs The 7Ps
The 4Ps were designed at a time where businesses were more likely to sell products, rather…
Audit your content and SEO with our mindtool to get more from your content marketing
One of the biggest appeals of digital marketing is that it's data-driven - we can readily review the effectiveness of our activities and make informed improvements. This is particularly true for using content marketing and SEO to attract and convert visitors to lead or sale.
Yet, the tools that are available within analytics to help us visualize and optimize our content haven't really changed since I've been involved in digital marketing. If you dig into the Behaviour reports in Google Analytics you still see long lists of Top Content and Landing pages to try to interpret. Using Content Groups in Google Analytics can help simplify by grouping related content. Although you can sort the lists, it's not easy to identify which content is performing well and can be enhanced and which is under-performing and which…
The EAST framework combines behavioural economics with other sciences and psychology to truly understand and influence behaviour change
Behavioural economics is nothing new in marketing, having been a fundamental industry discipline for the past few decades, but there's a new kid in town and it's behavioural economics, supercharged.
Behavioural Insights (BI) has long been a tool for Government departments to improve the design and implementation of public policy, with its umbrella spanning research into behavioural economics, sciences and psychology.
Its aim is to understand and influence behaviour change among citizens by:
Removing unnecessary steps
Making services more user-friendly
We think it translates perfectly into marketing too when improving and enhancing customer experience.
Nudge and learn – a winning approach
Much like in conversion rate optimisation (CRO), services are streamlined by testing subtle changes to the design, content, timings, and navigation of websites, letters, emails, forms and other methods of communication with citizens.
Something as simple as changing…
The RACE Digital Marketing Planning Framework
We created RACE to help digital marketers plan and manage their activities in a more structured way since we found that many don't have a well-formed digital marketing strategy. In this post, first published in July 2010 and since updated with a new summary of digital marketing KPIs you should track, we show how you can simplify your measurement and reporting through RACE Planning.
You can find more details about applying RACE for Digital Marketing Planning in our FREE RACE digital marketing planning template download.
[si_guide_block id="5676" title="Download free digital plan template" description="This template gives you an outline structure and recommendations on the essential features of a digital marketing plan structured using RACE."/]
To explain and fully define 'What Is Digital Marketing?' we created this popular infographic structured around RACE in 2012 and updated in 2015 as shown below. It shows the Key measures to set targets…
Our summary of sessions from #Effweek: Using a more insight-driven approach for marketing
This week I attended the main session of the IPA-arranged #Effweek, which is aimed at sharing best practices on improving marketing effectiveness. In this article I'll cover the main themes, report on the new effectiveness research unveiled at the event and give examples from FMCG brands, financial services and telecoms of how effectiveness is managed.
The theme of the conference was how to use evidence-based decision-making in our marketing investments to improve value for our customers and business outcomes, particularly for media investments.
Now in its second year, the conference theme was closely linked to what we aim to support marketers in achieving through Smart Insights, i.e. harnessing marketing insight to make better decisions by moving from reporting to learning, which is nicely summarised by this Insight-driven marketing visual from the Marketing…
How Personalization, Segmentation, and Optimization work together to create a seamless customer experience
There are three different levels to delivering personalized customer experiences: optimization, segmentation, and 1-to-1 personalization. Many of the ecommerce marketers we speak to are already using one or two of those approaches but haven’t considering how they relate to one another-so we developed a visual we call the Monetate Personalization Pyramid to help visualize the relationships between these three layers.
In this article, we’ll talk you through the Pyramid from the bottom up. If you want to find out more, sign up for Smart Insights and Monetate's Getting Personalisation Right: 10 Best Practices to Improve Conversion webinar.
The base level of the pyramid is optimization. This describes the process of testing different approaches, analyzing the results to identify the top-performing design, and then implementing the winner. You'll know this…
Use the honeycomb model to help inform your social media strategy
Back in 2011, a group of professors from Canada; Jan Kietzmann, Kristopher Hermkens and Ian McCarthy created the Honeycomb Model to review social media effectiveness, looking at reasons why users engage with social media. The idea behind the honeycomb model is that of the 7 key building blocks delineated by the model, companies can select the ones most relevant to their business, and focus their attention on those areas.
We created this simple table to help you evaluate each of the seven blocks, so you can decide which ones, and how many, your organization should focus on.
[table id=17 /]
In summary, the Honeycomb model is a great framework for considering social media networks but it is not a decision tree and therefore the final decision as to ‘which network…
A review of different methods and models for developing a marketing communications plan
Commercial as well as non-profit organizations, routinely confront these typical questions: Do we need social media? How do we introduce our new website? What can we do to publicize our eCommerce Store? How do we introduce our new product? How will our market share rise? These are five commonly asked questions that require marketing and communications expertise.
[si_guide_block id="5750" title="Download our recently updated Premium Member Resource – Successful SEO Guide " description="This guide is one of our most popular and rightly so. If you get it right, SEO can be a fantastic, relatively low-cost way to drive quality visitors who want to do business with you to your site."/]
Whether it be a strategic plan, a business plan, a marketing plan or a communications strategy, their design requires systematic, step-by-step development that takes into account elements of all the other types…
Creating your social media strategy and tactical plan
1 - Building the strategy
noun Strategy / A plan of action designed to achieve a long-term or overall aim.
First, you need to understand what a strategy is, and isn’t it. A strategy should define the main aim of your social media presence and set the parameters for what it will deliver and how it will be delivered. It will be supported by a tactical plan that defines how the strategy will be delivered, including the channels, resource and budgets to achieve it.
Tip – ensure your strategy is no more than 3-4 pages long. A strategy has to be concise and provide the governing principles that guide the plan.
Below is a summary of key content to include in your strategy document.
1.1 - Strategy statement
A short, concise summary of what the strategy is aiming to achieve, broken down into bullet points. Below is an example…
How Marketers can use Google Zero Moment of Truth model
I first had the idea for this blog 2 years ago. Man oh man, take a second to consider how the landscape has changed over the past 3 years… Every other business is an app start-up, Vine withered and died, the leader of the free world uses Twitter to start wars and robots are taking over the feckin’ world.
Yet still, there are plenty of marketers who don’t know about Google’s ZMOT and one thing still remains true: one of the biggest challenges facing marketers today is how to keep up with their customers.
With the above in mind, I thought it was worth refreshing and reposting this blog for those marketers who are still trying to find that sweet-spot between permission-based content marketing and driving conversion online.