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DIGITAL MARKETING

MODULE 1: BUSINESS STRATEGY



Support Material
2 BY THE END OF THE LESSON, YOU SHOULD BE ABLE TO
1. DEFINE AND COMMUNICATE BASIC BUSINESS COMPONENTS SUCH AS THE
BRAND, VALUE PROPOSITION, BUSINESS MODEL AND CUSTOMER.

2. DESCRIBE THE ROLE OF MARKETING WITHIN AN ORGANIZATION, AND WHY
BUSINESS GOALS NEED TO BE UNDERSTOOD BEFORE ENGAGING ANY MARKETING
EFFORTS

3. CLEARLY ARTICULATE YOUR CUSTOMER AND VALUE PROPOSITION

4. DEFINE A TARGET CUSTOMER AND COMPLETE A CUSTOMER EMPATHY MAP
WHY DOES MY
BUSINESS EXIST?

AND WHY SHOULD
ANYONE CARE?
DIGITAL MARKETING
A VALUE PROPOSITION is a companys reason for existence.

The company needs to answer: Why is the customer better off?

This takes many forms, but one popular way to communicate this
clearly and concisely is an elevator pitch.
4 WHAT IS A VALUE PROPOSITION?
Your value proposition lies at the intersection of unmet
market needs, company core competencies and currently
unclaimed positions.
--Kristin Tedesco

Strategy is based on a differentiated customer value
proposition. Satisfying customers is the source of sustainable
value creation.
--Robert Kaplan and David Norton
5 WHAT IS A VALUE PROPOSITION?
A BUSINESS MODEL is a companys practical blueprint for
effectively addressing the needs of its customers.

It describes how an organization actually creates, delivers and
captures value.

In other words, how does the business make money?
6 WHAT IS A BUSINESS MODEL?
You cant business-model
your way out of a shitty
product
--Tim ONeil

Best resource for Business
Model learning is
Business Model
Generation
by Alex Osterwalder and
Yves Pigneur
7 WHAT IS A BUSINESS MODEL?
A BRAND is a persons gut feeling about a product,
service, or organization.

Its a persons gut feeling, because brands are defined by
individuals - not companies or markets.

Its a gut feeling because people are emotional, intuitive
beings.

Its not what you say it is, its what they say it is.
8 WHAT IS A BRAND?
A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a consumers
decision to choose one product or service over another.
Seth Godin

A brand is emotional shorthand for accumulated or assumed
information. A brand is present when the value of what a
product, service, or personality means to its audience is
greater than what it does for the audience. Austin McGhee
9 WHAT IS A BRAND?
10 BUSINESS & MARKETING STRATEGY
BEFORE YOU CAN DEVELOP AN
EFFECTIVE MARKETING STRATEGY,
YOU FIRST NEED TO DEEPLY
UNDERSTAND THE BUSINESS.
11 BUSINESS & MARKETING STRATEGY
UNDERSTAND YOUR BUSINESS
YOUR CUSTOMERS,
THEIR NEEDS,
AND HOW YOU FULFILL THEM.
HINT: YOUR MOST IMPORTANT METRICS WILL
COME OUT OF UNDERSTANDING THIS WELL!
12 BUSINESS & MARKETING STRATEGY
WHAT IS MARKETING?

Its not a department.
- Rework by 37Signals
13 BUSINESS & MARKETING STRATEGY
Just as you cannot not communicate, you cannot not market

-Every time you answer the phone, its marketing.
-Every time you send an email, its marketing.
-Every word on your website is marketing.
-If you build software, your error messages are marketing.
-If youre in the restaurant business, the after-dinner mint is
marketing.
Rework by 37signals

14 BUSINESS & MARKETING STRATEGY
WHY DOES MY BUSINESS EXIST?
ELEVATOR PITCH

WHY DO MY CUSTOMERS CARE?
BRAND

HOW DO I MEASURE SUCCESS?
ANALYTICS
15 WHAT IS AN ELEVATOR PITCH?
A CONCISE DEFINITION OF A
BUSINESS COMMUNICATING ITS
VALUE PROPOSITION AND ITS
CUSTOMERS.
ACTIVITY
DIGITAL MARKETING
17 ELEVATOR PITCH ACTIVITY
!
20 MIN
Each group will be assigned a company.

For 20 minutes, your group will use the
AdLibs template to create an effective
elevator pitch.

Brainstorm various words or phrases, then
pick the best answers to complete the pitch.
STRUCTURE OBJECTIVES
GROUPS OF 4
18 ELEVATOR PITCH ACTIVITY
ACTIVITY DEBRIEF + BREAK
DIGITAL MARKETING
CUSTOMER PERSONAS intricately define a companys target
customers beyond shallow characteristics such as age,
sex, income, education and location.

Although certainly a good start, a customer empathy
map is a helpful exercise that more fully describes the
person motivations, concerns and behaviors.

Ultimately, complete customer profiles include an
understanding of their identity, needs and behavior.
20 WHO IS YOUR CUSTOMER?
LANGUAGE BARRIER
Be careful to avoid words that your customer may know, but dont ever actually use. A company touting that
its multi-platform or responsive for all devices is industry jargon. How does your customer actually
speak?
THINK & FEEL
What are the customers hopes, fear, and
dreams?
What do they think about during the day?
SEE
What does the customer environment
look like?
What do they see?
Whats around them? Cities?
Countries?
HEAR
Who influences the customer
Celebrities?
Their friends?
SAY & DO
How do your customers act?
Where do they speak out?
Do they use social media?
21 CUSTOMER EMPATHY MAP
ACTIVITY
DIGITAL MARKETING
23 CUSTOMER EMPATHY MAP
!
20 MIN
Same groups, same assigned companies.

For 20 minutes, your group will use the
Empathy Map to brainstorm the mindset of
your companys customers.

Aim to include 3-4 items under each
category.
STRUCTURE OBJECTIVES
GROUPS OF 4
24 ELEVATOR PITCH ACTIVITY
ACTIVITY DEBRIEF
DIGITAL MARKETING
RECAP
DIGITAL MARKETING
27 WHAT DID WE LEARN TODAY
1. How to define basic business components such as the
brand, value proposition, business model and customer.

2. Marketing is not a department.

3. How to use an elevator pitch and customer empathy map.
28 HOMEWORK
1. Complete setup of Schoology account

2. Submit final project company ideas and information

3. Write an elevator pitch and customer empathy map for
your own company / big idea!
Q&A
DIGITAL MARKETING
EXIT TICKETS
HTTP://GA.CO/DGMTICKET
DIGITAL MARKETING

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