What Wikipedia Won’t Tell You About Marketing

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The Fundamentals

Traditional Vs. Digital Marketing

  • It can be very effective to reach an older demographic. Per this article by GlobeNewswire, people aged 50+ spend almost twice as much time reading newspaper and watching TV, as compared to those aged 21–34.
  • It is usually a better approach for small businesses to build a larger local audience than trying to compete for digital space against larger businesses.
  • Unlike some digital marketing items that can be skipped (by clicking “I do not want to see this” on social media ads, or “Skip ads” on YouTube, for example), these cannot be skipped.
  • TV and radio commercials play multiple times in a day and keep reminding the people about a business
  • It can be quite expensive to send postcards even to just a local audience, and there is no guarantee they are interested in your product/service.
  • Unless they decide to follow up, you can’t tell they have seen / heard about your ad.
  • Even if they follow up, you need to run a survey to know whether your ad was the reason for the follow up.

The CATT Marketing Funnel

Integrated Digital Marketing

Personal Branding & the “Mass Trust Blueprint”

Conclusion

  1. How Brands Grow: What Marketers Don’t Know, by Byron Sharp
  2. Influence: The Psychology of Persuasion, by Robert B. Cialdini
  3. Get Online, by Stacey Kehoe
  4. Blue Ocean Strategy, by W. Chan Kim and Renee A. Maugborgne
  5. Contagious: Why Things Catch On, by Jonah Berger
  6. Crush It!, by Gary Vaynerchuk

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