October 1, 2020

Marketing ABCs – Part 1

Erica MacKay

During February 2020 I attempted to simplify some of the key terms used in marketing, using the alphabet as a daily guide.

Here is a reminder of the terms for A to E if you missed them

A is for A/B Testing

Also known as split testing because it bulk-tests different versions of content. It is a method of comparing two versions against each other to determine which one performs better.

It can be used to test:

*web pages,

*landing pages,

*apps,

*content from advertisements,

*email copy,

*email subject lines,

*images,

*font

*colours

*logos

*call to actions

*voices for recordings

* and more

It allows marketers to experiment with any aspect that has two potential variants, A and B, to determine which one performs better.

You should treat A/B testing as a competition between two players – a champion and a contender.

B is for Brand

“Brand” is one of those words that is widely used but not really understood.

The first definition of “brand” is the name given to a product or service from a specific source, similar to the current meaning of the word “trademark.”

Cattle ranchers used branding irons to indicate which animals were theirs.

With the rise of packaged goods in the 19th century, producers put their mark on a widening array of products—cough drops, flour, sugar, beer—to indicate their source.

In earlier times, we referred to these non-generic names as “brand names.”

Marketers later realised that they could create a specific perception in customers’ minds concerning the qualities and attributes of each non-generic product or service. They took to calling this perception “the brand.”

Your “brand” is what your customer thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual, and emotional. Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.

C is for Customer or Client

Because the customer, client, end-user, consumer, member (in fact whatever you want to call them) is the reason we are in business.

To fulfil a need that they have

There is a small debate about whether its a customer or a client:

Generally in B2B (business to business) its a client and in B2C (business to consumer) its a customer

Or I have also seen retail businesses use customer and service businesses like lawyers use clients

At the end of the day, I don’t think there is a fixed rule about which one to use. As long as you stay consistent with whichever one you choose

D is for Direct Mail

Direct mail is a form of direct marketing where promotional materials are sent to prospective customers in the mail

From the outside, direct mail may seem old and boring.

But direct mail is still a great way to reach some audiences, grab their attention, and connect with them on a personal level.

Direct mail is still effective for certain products and target markets.

E is for experiential marketing.

David Moth summed it up very succinctly… The premise of experiential marketing is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.

One of my favourite examples is the Volkswagen piano staircase.

E is also for Email marketing, the use of emails to connect with and persuade your target client to visit your website or sample your product.

Marketing does not need to be complicated but it does need to be structured and planned. Understanding the target client for your product or service is the first step in all marketing success.

Contact erica@themarketingdetectiveagency.com for a chat about your marketing efforts or any terms you need help simplifying.