1. JN2702
MARKETING: PRINCIPLES AND
APPROACHES

2. recap

Branding is everywhere!

We exist in increasingly complex media
landscape

Can you deconstruct a media
organisation’s ‘assets’

Publishers are diversifying their revenue
streams

Web 2.0 and the interactive audience

3. Reading: Key themes

Meerman: Old methods of marketing (normally top-down) and operated through old
communication structures are coming to an end

Meerman: Social media and digital platforms allow companies and organisations to form
relationships with their customers and potential customers

Zyman: A marketing strategy is key, and underpinning this strategy should be ‘sales’. Sales, for
Zyman, are everything

Zyman: Some marketers have lost focus from sales, and are more interested in creating a brand,
brand identity and advertising campaigns

Zyman: Marketers need to be exceptionally conscious of profit and loss data, and track the
success of marketing campaigns

Sylvie: Market research and audience understanding is key: consider pre-campaign research and
establish what opportunities are present in your marketplace.

Sylvie: Marketers need to understand what their own organisations are capable of –
resource/content/reach and audience opportunities

Sylvie: Media managers should be aware of market opportunities and threats

All: the media landscape is in constant flux

4. Today: Considerations
 History
 “Old marketing” [Meerman]
 The impact of the web and New Marketing
 Market segmentation and demographics
 Online marketing strategies
 Constant vigilance

5. History of marketing and the
changing platform

6. ‚Old Marketing‛ – Meerman
(and a little bit of Zyman)

Companies court key press publications and
hierarchical information structures

Journalists control the dialogue with the audience,
so companies create dialogues with journalists

Ad agencies control overall output/engagement

Wait for ‘news’ to happen

Emphasis is on creating a powerful brand/sub
brands

No way to monitor effectiveness of your
advertising or other marketing elements

7. The concept of the Gatekeeper
 Media organisations generally
took the role of ‘gatekeeper’
 Controlled information flow: time
and place
 Published responses to that flow
 Torn priorities:
 Readers
 Shareholders
 Editorial judgement

8. The New Way:
What’s changed?

9. Meerman’s ‘New Rules’: avoid the
gatekeepers

Use social media tools to target your audience (wherever
they may be)



Remember: the range of social media platforms you have
access to
Difference ‘market segments’ use different social media
platforms
The tone of the message should match your a) audience and
b) platform

Engage with your customers using these tools: start a
conversation with them

Write blogs to transmit ideas and information

Use other ‘platforms’ to reach your audience

Become a ‘thought leader’ via blogs and other online
methods

Work the web: use search engines to your advantage:
SEO

Advertising and organic search

Engage with multimedia: video, text, audio: create an
experience for your users (snowfall, firestorm,
slideshows, games etc)

Get people on their mobiles – apps

10. Knowing your customers:
Engagement

11. Demographics and market
segmentation

“Looking after your ABCs” – the NRS
social grades

The new demographic? the changing
nature of society. What are the factors
behind this?

What demographic are we?

Market segmentation




Geographic segmentation
Behavioural segmentation
Segmentation by occasions
Segmentation by benefits

12. ‚Psychographics‛

Outlines a market segment’s
‘attitudes’ and ‘tastes’




Activity, Interest, Opinion
Attitudes
Values
Behaviour

Analysts suggest these encompass the
reasons behind ‘why’ people engage
with a product/service

Sylvie: “Psychographics describe
lifestyle, culture and values. The
importance of demographics already
has been outlined, but media
managers also need to understand the
audience’s psychographics…”

13. Market analysis: Methods to
aid understanding

Background industry research





Audience surveys and
questionnaires


Existing products
Gaps in the market
Successful products
Unsuccessful projects
Ask a range of people about
existing products, potential
products, new products
Long-form, in-depth interviews
to provide insights

Comprehensive and detailed
questioning can aid market research
and present unexpected insights

14. Marketing: Knowing your
product
 What is it that
you produce?
 Positives
 Negatives
 Capabilities
 Limitations
 Reach
 Cost of
production/cost
of distribution

15. Remember: Media as two-tier
revenue product
 Advertising
 Subscription/purchase
You may need to keep
both ‘customers’ happy
….or figure out how a new
media product will cater
for itself down the line,
or at inception
 Eg: twitter
 Eg: usvsth3m
 Kickstarter

16. Marketing: Knowing your
company/organisation
 Can a marketing ‘plan’ be
sustained within the
company?
Some questions that might
need to be asked?

Is there enough budget to be
spent on advertising?

Is there enough capacity to
deliver on the product

Is the editorial output relevant
to the product opportunity?

17. Methods and systems that
might help

18. The four Ps of marketing
 Product
 Pricing
 Placement
 Promotion

19. The 7 Ps of marketing







Product
Prices
Promotion
Place
Packaging
Positioning
People
More info

20. Eeek – Theory Time!
Tapscott: Digital futures:
Society and Business

The Net Generation (otherwise known
as digital natives) are increasingly
affecting online behaviours

The concept of the ‘prosumer’, the wikiworkplace and peer production/mass
collaboration
Howdoes this affect your marketing opportunities?

21. Tapscott: The abcde of
marketing
 [Any] Place
 [New] Brand
 Discovery of new
prices
 Collaboration and
communication
 Experience
More info

22. The Bottom Line
 Zyman: It’s key for marketers
to have an eye on profit and
loss. If ‘sales’ aren’t increasing,
a marketer isn’t doing their
job.
 Zyman: Understand the vision
and the destination. Create a
strategy to get there, employ
tactics to make it happen
 Sylvie: Increased sales, need
to be profitable

23. Marketing Time!
 Set goals and
achievements
over the:
 Short term
 Medium term
 Long term

24. Constant Vigilance!

25. Create a person and a product

Outline their demographic/segment




Outline their ‘psychographic’





Activity, Interest, Opinion
Attitudes
Values
Behaviour
Outline their ‘social media engagement’




Age
Occupation
Location
What networks do they use and why?
How often do they engage with them
What do they engage with them on (device/laptop/PC)
Come up with a list of ‘media product opportunities’ from
a range of media providers


Think about what they might consumer and why
Think about something new that might be of interest to them

26. What might you need in a
marketing plan?

27. Reading next week
 The Long Tail – Chris Anderson
 Wikinomics – Tapscott
 The Adverising Handbook – Powell, et al

28. Next week’s topic
 Advertising, ROIs and monitoring success

29. Reminders
 Presentations next week… February 21st
 Deadline for initial pitches: DEADLINE February
27th at 5pm
 Read stuff: We’ve covered a number of
texts/authors
 Deadline for assignment 1: DEADLINEMarch
28th 2014 at 5pm