BUSINESS MARKETING

Marketing Philosphy
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Marketing Philosophy

The marketing philosophy of “being better than before,

better than others , and better than expected” can
provide a standard for judging marketing effectiveness
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1. “Better than Before”

This must be the norm of the company in evaulating sales vis-a-

vis the industry's growth rate. This is specially true since all firms
need to sell more than before to improve both profitability and
market shares, given increasing expenses and competition. The
key is both customer bonding and continuous market penetration
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2. “Better than Others”

This must be demanded by the company in improving market

share performance which reflects how they fare against
competition and subtitutes. The key is in the formulation of
sources of growth and competitive advantages.
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3. “Better than Expected”

This must be practiced in evaluating profit performance,

especially when an corporate budget is prepared.

The key is maximixzing the revenues while avoiding non-strategic

expenses that do not contribute to business building.
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Standard for Judging Marketing Effectiveness

Sales “Better than Before”

Customers
Company Competition

Profit Market Shares

“Better than Expected” “Better than Others”
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What are the approaches

to marketing?
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What are the approaches to marketing?

1. Traditional Approach

2. Contemporary Approach
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1. Traditional Approach

Traditional marketing is an approach in which marketers identify

their audience and place ads where their audience will see, hear, or
interact with them offline, such as print ads, billboards, or
television advertisements
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1. Traditional Approach

Traditional marketing is an approach in which marketers identify

their audience and place ads where their audience will see, hear, or
interact with them offline, such as print ads, billboards, or
television advertisements
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1. Traditional Approach

Example:

When EB Trasferred to GMA 7, there was a month long

promotion on TV, print, radio, and OOH between Dec 1994 to
January 1995 uing a catchy tagline “9-2=7, Totoo ang Sie7e”,
emphasizing their moving from channel 9 to channel 2 to channel
7
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2. Contemporary Marketing

• Contemporary Marketing refers to theories that stress the

importance of customer orientation versus the traditional
market orientation.

• They are strategies that, when implemented, offer greater

support for their client base with a product range that varies
depending on what the target market desires. Rather than what
the company wants them to have.
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2. Contemporary Marketing

It is an approach of marketing that utilizes internet and online

based digital technologies such as desktop computers, mobile
phones and other digital media and platforms to promote products
and services
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2. Contemporary Marketing

Nowadays, digital plays and indespensable part of a brand's

success. Just imagine the 41 million tweets of EB's hashtag
#AlDubTamangPanahon on October 24, 2015, when they held a
benefit concert to thank the fans for their support of the new love
team (Alden and Maine).

This active tweeting started in July 2015 but rose to prominence in

a phenomenal way. Instead of word-of-mouth, it was “word-of
-mouse” as viral campaign became common.
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Marketing Goals
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What Is the Meaning of

Marketing Goals?
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Before any meaningful discussion of marketing goals can be had,

we should explain the meaning of marketing. Marketing,
according to the American Marketing Association, is “the activity,
set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.”
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It’s easy to see here that marketing is primarily concerned with

two things:

1. the creation of a customer and

2. the delivery to the customer of products and services.

That said, marketing cannot lack in direction. It should have some

marketing goals..”
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What is the meaning of goal?

A goal is simply a well-defined destination, whether tangible or

intangible, that you work toward. With marketing, like any other
activity, having a goal in mind helps you to focus your energies in
the right direction.
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In marketing, all of the efforts that you put into your

campaign should come from your marketing goals. An
inexperienced marketer will not set immediate goals for his or
her marketing campaign. They will feel like it is too much of
a struggle to prove whether or not their efforts are generating
a good return on investment.
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An experienced marketer, on the other hand, knows how it

works. They know that the best kind of marketing is the
one where measurable objectives are set at the beginning,
which then inform the entire campaign.
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Why Set Marketing Goals?

• Short- and long-term goals are an essential part of any

marketing strategy.

• As Tony Robbins said, “Setting goals is the first step in

turning the invisible into the visible.” Of course, it’s not
just about making marketing goals you’ll never meet. You
have to eventually walk the talk.
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Why Set Marketing Goals?

• The process of setting goals, however, puts you in the right

state of mind for accomplishing work and seeing positive
results.

• Marketing goals, properly planned and executed, are the

stepping stones to financial achievement.
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The Benefits of Setting Marketing Goals

• Marketing goals are not just far-fetched desires; they are vital markers to
success. You need a way to gauge your marketing efforts. Otherwise, how will
you know if what you’re doing is working, or if it’s simply luck?

• Marketing goals enable you to stay on track with the objectives for your small
business.

• Setting quantifiable goals allows you to properly allocate time and money to
marketing strategies that work, and to do away with those that don’t. Some
quantifiable marketing goal examples are follower counts, ROI, weekly or
monthly sales, site visits, and other “countable” items.
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Short-Term Goals for a Business

• Short-term marketing goals are, as the name implies, goals that can
be completed within days or weeks.

• Long-term goals can take several months, or even several years, to

meet.

• While long-term goals are key to establishing your ultimate vision,

and while they guide the direction of your short-term goals, they are
not as actionable as short-term goals.
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Short-Term Goals for a Business

• Short-term business and marketing goals are things you’re going to

be focusing on on a daily basis.

• Without them, your long-term goals, all those grand “big fish,” will
never see the light of day.
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Short-Term Goals for a Business

Here are some examples of short-term business goals as they relate to
marketing:

Website Traffic:
If you are like most businesses in today’s modern age, your website
serves as your digital home-base. More site visits tends to lead to more
customers. Try to set weekly or monthly goals, such as a 5% increase
in website traffic each month.
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Short-Term Goals for a Business

Conversions:
• In marketing, conversions are defined as the act of converting site
visitors into paying customers.

• Conversion marketing incorporates a variety of techniques to lower

the barriers of entry to purchase and encourage site visitors to buy a
product.

• For example, a company might offer new site visitors 20% off their
first purchase in order to encourage them to place an order right
away with the goal of increasing conversions by a certain percent.
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Short-Term Goals for a Business

Engagement rates:
• Engagement rates indicate the frequency at which people interact
with your posts.

• On social media, they are usually quantified as post shares or

comments. High engagement rates indicate that your content is
actually resonating with your customers.

• A good short-term goal is to increase engagement rates or to

decrease your response time to customers. The more you engage
with potential customers, the better.
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Short-Term Goals for a Business

Follower counts:
• While follower counts are not as meaningful as engagement rates,
they are essential for making your business more well-known.

• The more followers you have on Facebook, the more people who
can see your posts and engage with them. Set reasonable markers
weekly or monthly to make Facebook work for your small business.
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Long-Term Goals for a Business

• Long-term goals take longer to acquire and are not necessarily as
quantifiable as short-term goals.

• They often start as seemingly impossible to attain but over time, and
with hard work, long-term goals become easier to reach.

• The secret to business success is reaching long-term goals through

consistent marketing, something that many business owners
struggle with.
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Long-Term Goals for a Business

Some examples of long-term business goals include:

Name Recognition:
• As consumers, we’re more likely to trust the names of companies that we
know or have heard of. Getting your business name recognized in your
local market will help you get more customers and grow your business.
Make getting your name recognized in your local market a long-term
goal of your business.

• Get involved in local events, post on forums and Facebook groups, and
conscientiously network in order to create a buzz about your business in
your community.
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Long-Term Goals for a Business

Brand Awareness:
• As your business grows and more people become aware of it, you’ll
naturally begin to pick up more brand awareness and exposure in
the appropriate places.

• Make brand exposure a long-term goal, whether it’s being featured

in the local news, authoring syndicated articles, or being featured on
a certain website by an influencer or popular blogger.
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Long-Term Goals for a Business

Reputation:
• A business’s reputation builds over time. Depending on the nature of
your business and the industry you’re in, your reputation goals may be
different.

• If you are, say, an investment firm, your goal may be to be known as one
of the most trustworthy firms around. If you are a clothing company, you
might want to cultivate an aura of being “cool” and “trendy.”

• If you are a plumber, your goal may be to become known as fast and
reliable. Consider your own business and how you want people to talk
about it.
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Long-Term Goals for a Business

Google Search Ranking:
• A long-term goal for any business should be to rank on the first page of
Google for relevant searches. It will take a lot of time, but will get you
the most organic website traffic and leads that you don’t have to pay for.

• Perhaps your long-term goal could be to appear on the first page of

Google within 6 months, and your associated short-term goals could be
to publish one keyword-targeted blog post and set up one business
directory listing a week.
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Long-Term Goals for a Business

Local Search Ranking:
• For small businesses especially, setting goals related to your local search
presence is a must.

• If your long-term goal is to appear in the top of local maps results, some
short term goals may be to collect 1 Google review per week or to
optimize your Google My Business profile in one month.
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A goal is a broad statement of what you

want to accomplish

An objective is a more specific and time-

based version of above

A strategy is a path to successfully achieve

the objective

A tactic is a tangible, specific task to get

the job done
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MARKETING GOALS MARKETING OBJECTIVES

Meaning The overall and general destination of The exact actions/ steps your company
your company that helps you realize must take to reach its goals
your vision
Specificity General intention or Direction Specific, precise
Plan Broad in scope Narrow in scope
Size Large in size, the whole Small chunks, part of the whole
Example Increase intentional customer base Acquire 28% more customers from the
UK, Australia, Germany
Actions A general outcome Specific actions and measurable steps
Measurement Diffcult, goals are usually intangible and Easy, it must be measurable and
may not be strictly measurable tangible
Time Frame Long-Term Medium to Short Term
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Example #1:
GOAL: Improve my overall health

OBJECTIVE #1: Lower my cholesterol levels by 15% by

November 20

STRATEGY: Eat more heart-healthy foods

TACTIC: Eat oatmeal 5 x per week

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Example #1:
GOAL: Improve my overall health

OBJECTIVE #2: Lose 15 pounds by October 1

STRATEGY: Exercise more

TACTIC: Attend Zumba class 3 x per week

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Example #2:
GOAL: Expand sales and deepen loyalty with existing customers

OBJECTIVE #1: Create a customer loyalty program by December

1

STRATEGY: Reward points for purchases

TACTIC: Create a branded swipe card to track purchases

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Example #2:
OBJECTIVE #2: Develop after-sale services by January 15

STRATEGY: Offer installation support

TACTIC: Email customer 24 hours after purchase inviting them to

contact a rep for install help