Foundations of Marketing

How to avoid the most common marketing mistake of starting with the tactics, and build a marketing strategy from the bottom up instead. Slides from my presentation at Ahref's SEO Summit in Singapore, 2023.

Transcript

1. Onur Ozer Founder, Simple Matters Foundations of Marketing Singapore SEO Summit, Oct 2023
2. Introduction MNCs 2015 2001 Digital Agencies 🇹🇷 2010 e-Commerce 🇸🇬 2020 Startups 🇨🇭 2023 🇸🇬 Now
3. How can we use to grow our business? Facebook Twitter Instagram WeChat SEO TikTok Blockchain Metaverse AI Past 20 years
4. Find us on Every website in the past decade
5. Sun Tzu “Tactics without strategy is the noise before defeat”
6. Foundations of Marketing Research Strategy Execution Audience Positioning Alignment
7. Research Strategy Execution
8. Who is your target audience?* *Millennials is not a target audience
9. Let’s say you sell instant coffee 21-25 year old males in Singapore who study engineering and play warcraft 2 thousand people 2 billion people Millennials
10. Big enough to be meaningful, small enough to win.
11. 3 key components of audience definition Demographics Who are they? Attitudes What do they think? Behaviours What do they do? Most important Least important Least popular Most popular
12. Tools for Research Customer Interviews Email Surveys CRM Data Industry Reports Google Trends Social Media
13. Bonus: Ahrefs Keyword Explorer Great tool for market research
14. • young working adults in Asia • travel 4+ times a year • dissatis fi ed with hotel co ff ee taste • wants quality co ff ee but doesn’t have time • drink two cups of co ff ee per day • spends $1 per cup per day A better target audience
15. Purpose of research is to understand your audience and pick a segment.
16. Research Strategy Execution
17. How are you going to win?
18. 3 strategic mistakes Competition FOMO is real. Let’s hire someone! Customers who? Competency Customers
19. Flip it around Customers Who are they? What do they want? Where do they hang out? What are we good at? What are we willing to learn? What are they doing? Competency Competition
20. What do you want your target audience to think, when they think of you? Positioning
21. Let’s revisit the coffee example Cheaper alternative to barista co ff ee? Quick pick me up during the day? Time saver in between meetings? Daily morning indulgence? Excuse to socialise with friends?
22. Target Audience + Positioning = Strategy
23. Research Strategy Execution
24. Mike Tyson “Everyone has a plan, until they get punched in the face”
25. 4 components of tactical execution Product. Are you meeting your customers’ needs? Price. Does your pricing align with your positioning? Place. Is your product available where your customers want it? Promotion. Are you communicating it correctly?
26. Aligning strategy to execution Awareness. Channels guided by your target audience, messaging by your positioning. Consideration. Search intent, landing page content, social proof. Conversion. Pricing, call to action, ease of payment
27. SEO Considerations What role does SEO play for my business? What keywords does my target audience search for at each funnel stage? What content would help address the needs of my audience at each stage? What content are we good at creating? What content can help us stand out from the competition?
28. Instant Coffee Example Awareness. Travel blogs, instagram in fl uencers, credit card partnerships Consideration. Co ff ee trends, travel friendly instant co ff ee, “how it’s made” education. Conversion. Price, convenience, awards, testimonials.
29. Know your audience Define your positioning Align your execution Takeaways
30. Thank You • Connect on LinkedIn
 https://www.linkedin.com/in/onurozer/ • Connect on Mastodon
 https://ruby.social/@onurozer • Work with me
 https://simplematters.co/