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Mark Meyerson

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Marketing Strategy for Digital Marketers in 2022

From fundamental principles to modern strategies. Key strategic principles to improve marketing and practice.

by Mark Meyerson

Interested in the course?

We’ll send you updates.

Marketing Strategy for Digital Marketers in 2022

From fundamental principles to modern strategies. Key strategic principles to improve marketing and practice.

by Mark Meyerson

What you'll learn

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Core marketing principles

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How to use modern market research tools such as: surveys, keyword research, trends, forums, statistical data, facebook insights, analytics and website insights

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Fundamental marketing strategy & application

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In depth look at marketing frameworks such as the marketing funnel and growth loops.

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Persuasive techniques and how to use them

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Theories of modern day marketing gurus

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A deep understanding of marketing personas, what they are and how to create them, including demographics and psychographics

Overview

After being in the marketing industry for over a decade I’ve picked up that there are many that practice marketing without a core fundamental understanding of Marketing & Strategy.

The course is designed for those that want to strengthen their core marketing principles and gain a rich understanding of what marketing strategy is and the vital role it plays both in principle and in practice. The course is focused on practical applications of marketing strategy including contemporary market research tools, modern day marketing frameworks and concepts. As the course instructor, I run a digital marketing agency and practice these techniques daily, there is a strong focus on practicality and application as well as theory.

The course is divided into 4 sections:

In the first section, we start by gaining a thorough understanding of what marketing and market strategy actually is. We cover a number of key marketing tenets such as the 4P’s and persuasive techniques used in marketing.

In the second section, we discuss market research in depth and how to generate marketing personas. We explore the components of marketing personas and we dive into modern tools that can be used to conduct market research

In the third section, of the course we take a deep dive into marketing frameworks. These are models that can be used to apply marketing principles and market research to our modern day consumer landscape. We discuss 6 marketing frameworks and look at their evolution and usage.

In the fourth section, we take a look at modern day marketing personalities and consider their ideas and how to incorporate them into our marketing practice. We also provide a nice and easy summary of the course and the models we have discussed.

Course structure

01

Introduction to Marketing Strategy

Welcome to the course! We discuss one of the key challenges in marketing today and why we put the course together and how it will help you as a digital marketer.


02

Course Overview

Let's go through the 4 key sections of the course to give you a quick overview of what we will cover.


03

Marketing Fundamentals: First Principles of Marketing

In this lesson, we explain the concept of first principles and how we will use it to come at a better definition for Marketing.

See Elon Musk’s explanation of First Principles: https://www.youtube.com/watch/NV3sBlRgzTI


04

Marketing Fundamentals: Marketing is Not Sales

Marketing is not sales, so what is it then?


05

Marketing Fundamentals: A Definition for Marketing

We define the 3 core components of Marketing.


06

Marketing Fundamentals: Defining Marketing Strategy


07

Marketing Fundamentals: Marketing Strategy cont'd

In this lesson, we use an analogy to help explain how marketing strategy is like planning a military campaign. We also clear up the differences between strategy and tactics.


08

Marketing Fundamentals: The 4P's

The 4P’s are core principles of marketing. Price, place, product and promotion. We detail what each one means with modern, relevant examples.


09

Marketing Fundamentals: Persuasive Techniques

We go over the 6 Powers of Persuasion, we detail what each one means and how marketers can use these effectively.


10

Market Research: Market Research Components

A quick introduction to this section of the course. We discuss why market research is essential and what it’s made up of, this includes discussion about demographics and psychographics.


11

Market Research: Customer Profiles

Meet Nancy, Bob & Zelda, three distinct examples to help understand the importance of defining customer profiles.


12

Market Research: Market Research Tool Types

We define the three categories of marketing tools: Industry Tools, Competitor Research Tools and Owned profiles. We discuss top level examples of tools in each category. We also discuss primary vs secondary research tools and the process of market research.


13

Market Research: Category 1: Industry Tools

We outline 6 types of industry tools that we will shortly deep dive into.


14

Market Research: Industry Tools: Digital Surveys

In this lesson, we discuss digital surveys, when and how to use them for Market Research. We deep dive into Survey Monkey, a digital survey tool. We also look at brand lift surveys on YouTube and Facebook ad polls. We also talk about the difference between qualitative and quantitative questions and sample sizes in the context of surveys.

Watch a Survey Monkey walkthrough and check out examples of Facebook & Youtube surveys in the Resources section of this lesson.


15

Market Research: Industry Tools: Keyword Planner

A practical walkthrough for using Google Keyword Planner to uncover and extract insights about your audience and target market.

Watch the Google Keyword Planner walkthrough in the Resources section of this lesson.


16

Market Research: Industry Tools: Digital Trends

We go over tools that we can access to garner insights into trends in the market. This includes Google Trends and Facebook Insights.

Watch the Google Trends & Facebook insights walkthrough in the Resources section of this lesson.


17

Market Research: Industry Tools: Q&A forums

We explore Q&A forums like Quora, Reddit and Facebook and how you can use them in your market research to understand key issues your audience faces.

Watch the Quora, Reddit & Facebook walkthroughs in the Resources section of this lesson.


18

Market Research: Industry Tools: Government & Agencies

In this lesson, we look at other examples of industry tools where you can find insights about your audience. Specifically, we discuss government statistical data and using 3rd party agencies.


19

Market Research: Category 2: Competitor Research Tools - Facebook and Linkedin

We discuss 2 key competitor research tools. Facebook page transparency and LinkedIn page transparency.

In the Resources section, watch the walkthrough of the platforms and see how you can use them to keep an eye on competitors and gain insights into your audience.


20

Market Research: Competitor Research with Keyword Data

In this lesson, we approach competitor research from a different angle - keyword data.

In the Resources section, watch me give you a deep dive into ahrefs, to show you to uncover insights into competitors and which reports to use.


21

Market Research: Competitor Research: Email Marketing

We take a quickly go over Sendview, an email marketing competitor insight tool.


22

Market Research: Category 3: Owned Properties

This lesson contains a quick overview of the owned properties category and the tools we will discuss: Google Analytics, Hotjar, Quantcast Measure, and Facebook Audience Insights.

In the Resources section, you can watch:

  • The Google Analytics walkthrough, where we review key reports to uncover insights about your own audience such as demographics, interests and behaviour.
  • The Hotjar walkthrough, which is a great tool for understanding how visitors interact with your site. We go over it from the insight and how to use it to uncover customer behaviour.
  • The Quantcast measure walkthrough, where go under the hood of Quantcast measure and go over the insights it can provide us into our marketing personas.
  • The Facebook Audience Insights walkthrough. We show you how to use the tool in 2 distinct ways to uncover insights about your potential target market as well as existing visitors to your site.

23

Market Research: Other Owned Properties

We explore other potential owned properties you might have & have not considered and we go over how you can use them to your advantage.


24

Market Research: Market Segmentation

We deep dive into Market Segmentation and provide more info on how to do it right. Included is a discussion of needs based segmentation, which starts by first trying to understand persona needs rather than demographics. We go deeper into the psychology of why people may have certain needs. We include a step process for conducting needs based segmentation towards the end of the lesson.


25

Introduction to Models

What are marketing models and why are they important? Find out why you need them and how they fit into marketing strategy.


26

Models: The AIDA Model

We discuss the traditional marketing model, known as the AIDA model. We describe the 4 key stages. The AIDA model has been widely accepted and serves as a great starting point in exploring other models.

Refer to the AIDA Model graphic in the Resources section.


27

Models: AIDA model and the 4P’s

The AIDA model is an excellent framework for putting the 4P’s into action. We discuss Product, Price and Promotion with specific examples.

Refer to the graphic of the AIDA Model & the 4P's in the Resources section.


28

Models: AIDA & Customer Profiles

In this lesson, we circle back to our customer profiles that we defined in the previous section and we show you how to run this through your marketing model.


29

Models: A.R.E Model

We discuss the ARE model. This model helps us take a step back, simplify our marketing components and insure we are investing in retention as well as acquisition. Focusing on retention is key.

Refer to the A.R.E. Model graphic in the Resources Section.


30

Models: A.R.E. & the 4P’s

In this lesson, we use the A.R.E. framework to strategically implement aspects of the 4P’s. The framework provides insight into which P’s are the most effective in our marketing.


31

Models: A.A.R.R.R.

Known to some as the ‘Pirate Model’, this model is ideal for startups and high growth businesses. We discuss the ins and outs of the model and what is novel about it compared with previous models.

Refer to the A.A.R.R.R. Model graphic in the Resources Section.


32

Models: A.A.R.R.R. & The OMTM

The One Metric That Matters - this is a concept allowing you to focus on success at each stage of the A.A.R.R.R. model. We go over practical examples of how to use this metric.

Refer to the A.A.R.R.R. Model & OMTM graphic in the Resources Section.


33

Models: A.A.R.R.R. - For Which Businesses?

This model is not ideal for every business, learn about the ideal business fit for this model and whether you should consider productizing your business.


34

Models: A.A.R.R.R & The 4P’s

We circle back again to our 4P’s. We go over how the P’s align with the stages in the AARRR. We discuss how the model allows us to develop each P. We also bring specific examples to help understand the concept.


35

Models: The Consumer Decision Journey

Another retake on the AIDA model, the CDJ redefines our consumer navigates in modern markets. We break down the model, include an example and discuss key parts of the CDJ.


36

Models: CDJ and Market Research

We look at the emphasis the CDJ places on market research and some of the tools you can use to uncover these insights when implementing a CDJ model.

Refer to the example in the Resources section.


37

Models: Experimentation Models

Always be testing! We discuss the measurability of online campaigns and why testing is important in every modern marketing strategy. We cover prerequisites for testing strategies and the philosophy of incorporating testing and learning into other models.


38

Models: Testing with Feedback Loops

Testing is about building feedback loops that allow you to constantly improve campaigns. We cover examples of tests you can run for constant improvement.


39

Models: Testing the 4P’s

The 4P’s that we defined in our marketing strategy should be tested to ensure we have defined them correctly. We discuss how to challenge these assumptions with examples on particular P’s and also ensuring that we are testing the right metrics for the right goals.


40

Models: Tools for Testing

We conclude our discussion of the experimentation model by discussing a number of dedicated tools you can use to make testing easy and seamless.


41

Models: Growth Loops

A growth loop uses a completely different structure to linear models discussed so far. It leverages compounding effects. We discuss the 5 stages in the loop and how it’s used to generate growth.

Refer to the 5 Stages graphic in the Resources section.


42

Models: Growth Loops: TikTok

We discuss how TikTok has been able to generate massive growth using growth loops.

Refer to the TikTok loop graphic in the Resources Section.


43

Models: Growth Loops: Survey Monkey

We go over Survey Monkey, another growth loop example. We look at the stage in the loop in the context of the Survey Monkey platform.

Refer to the Survey Monkey loop graphic in the Resources Section.


44

Models: Growth Loops: Other Examples

Some more interesting growth loop examples! We discuss growth loops in different industries and how they work.


45

Models: Growth Loops Motivators

Going deeper into our understanding of how Growth Loops work, we look at the core concept of motivation. There are a number of different motivators that we consider.

Refer to the graphic of the 16 Basic Desires in the Resources section.


46

Models: Growth Loops: Beyond Referral Models

We go over why Growth Loops are more than just glorified referral models.


47

Models: Growth Loops For Your Business

Is your business the right business for a Growth Loop? We cover the features of businesses that use Growth Loops and we also discuss ways you can integrate these components into your businesses.


48

Modern Marketing Gurus

We start our discussion by going over the key marketing personalities today and what they have in common in their thinking and their focus on brand.


49

Marketing Gurus Today: Gary Vaynerchuk

An exciting personality, Gary teaches us about attention capture, providing value and how to leverage the right platforms.


50

Marketing Gurus Today: Simon Sinek

As marketers we need to understand our ‘Why’, that’s the level where we need to influence our audience. We discuss Sinek’s idea of the Golden Circle and how his thinking is different to Gary V. We also discuss how Sinek’s approach also appears to be different to our market based approach to marketing.

See Sinek’s video on the Golden Circle: https://simonsinek.com/commit/the-golden-circle


51

Marketing Gurus Today: Seth Godin

Godin shifts the focus from understanding your own ‘why’ to looking at what can be done for the consumer. Trust is at the centre of Godin’s ideas that we discuss.


52

Marketing Gurus Today: Rand Fishkin on Flywheels

We selectively go over Rand’s thoughts on Flywheels and their importance in marketing strategy and building competitive advantage. We deep dive into a Flywheel example.

Refer to the Marketing Flywheel graphic in the Resources section.


53

Marketing Guru Takeaways

We discuss key takeaways from the Marketing Gurus. We also discuss a key criticism that surfaces often - the question of measuring the ‘ROI of Brand’.


54

Course Conclusion & Model Recap

We recap the models that we discussed and the key takeaways from each model to finish up the course.

Refer to the table of the Models Summary in the Resources Section.

What people say

Eloin

Very well presented and explained, I really enjoyed this course because it broad...

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Benefits

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Audio learning created by passionate experts

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Learn on the sofa, on the go and at your own pace

About Mark Meyerson

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12+ years of experience in the marketing industry, specializing in Paid Search & Analytics. Mark is a Director and the head of Search Marketing at One Egg Digital.

Mark's main interests and skills are:

  • Running OED, a boutique digital marketing agency.
  • Marketing strategy & execution consultation for major brands.
  • Advanced paid advertising tactics
  • Building eComm and affiliate businesses.
  • Analytics and machine learning for enhancing marketing output

Interested in the course?

We’ll send you updates.

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Marketing Strategy for Digital Marketers in 2022

by Mark Meyerson


100% satisfaction guarantee. If you don’t love it for any reason, you can request a refund within 30 days from the course go live date.

© Mark Meyerson 2022

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