‘Communication Tuesday’ is a regular feature of internal communications at the LLC I run. I thought I’d reprint them occasionally here, too.
Running a bit late this week… 🙂
We are starting our course on Marketing basics, which is supposed to be delivered as an email correspondence course, to both
Here are some thoughts to get us started:
The purpose of marketing and market research, as well as the preparatiion of marketing materials (flyers, websites, blogs, ‘creatives’ for advertising, etc). is to generate *leads* (email contact addresses) and guide them down the Sales Funnel from 1/ interest to stages of 2/ intent (to buy *something* but we don’t necessarily know what) to 3/ conversion (decision to buy something from us) and finally to 4/ transaction — placing an order, and starting the ‘Customer Fulfillment’ process, post sales.
A Glossary of Terms
channel – marketing is done through many channels (word of mouth, informal contacts and networking, presentations and ‘booths’ at fairs, distribution of paper newsletters, direct email marketing, ecommerce websites such as blogs or forums, video or streaming sites, social media…)
audience – ideally, all the people we market to, before segmentation. We want to identify cross-selling opportunities between groups of people in different segments, but not spam people whom we know will unlikely be interested.
campaign – a marketing campaign targets and audience or better, a ‘market segement’ of an audience.
source – the place we got an email contact *from*. Perhaps a specific campaign two years ago, POUSLBOVIKINGFEST2022 or OLDPROJECTEMAILLIST. (these words are ‘tags’ which are internal names that can be combined to identify market segements).
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