Understanding Marketing Basics For Businesses | Marketing 101
Summary
TLDREste video presenta 10 conceptos básicos de marketing esenciales para el éxito en la actualidad. Se enfatiza la importancia de la investigación del cliente, la competencia, la especialización, la diferenciación y la posición en el mercado. Aborda la segmentación de clientes, la concentración en productos rentables, la psicología del precio y el valor de cliente de por vida. Se subraya la necesidad de alinear el mercado, el mensaje y los medios para efectivos campañas de marketing.
Takeaways
- 🧐 La mayoría de las estrategias de marketing actuales están centradas en el cliente, enfocándose en sus problemas y cómo la empresa puede ofrecer soluciones únicas para resolverlos.
- 👥 Es crucial comprender y crear un perfil detallado del cliente ideal, incluyendo detalles demográficos, geográficos y psicográficos para mejorar los esfuerzos de marketing futuros.
- 🔍 La investigación de competidores es importante, pero no se debe centrar únicamente en ellos; se debe buscar hacer lo diferente o mejor para no quedarse atrás.
- 🌊 La especialización es fundamental; es mejor ser el mejor en un área específica que intentar ser bueno en todo.
- 🌟 La diferenciación es clave; ser diferente es mejor que ser mejor, ya que lo que realmente importa es destacar en el mercado.
- 📍 La posición en el mercado es importante; se debe entender dónde se encuentra la empresa en relación con los competidores para poder crear un espacio propio.
- 📊 La segmentación de clientes es esencial para identificar y concentrarse en los clientes ideales que más valor aportan a la empresa.
- 🎯 La concentración en los productos o servicios más rentables y fáciles de entregar puede aumentar la eficiencia y la rentabilidad de la empresa.
- 💰 La psicología del precio es compleja, pero el enfoque en el precio de valor en lugar del costo puede llevar a una mayor rentabilidad y evitar una competencia desesperada por el precio.
- 🗣 La coincidencia entre mercado, mensaje y medios es fundamental para la efectividad de las campañas de marketing; todo debe estar alineado para que funcione.
- 💡 El valor de cliente a lo largo de la vida es vital para tomar decisiones estratégicas y presupuestarias informadas sobre las campañas de marketing.
Q & A
¿Cuál es el problema principal que menciona Adam Earhart con el marketing actual?
-El problema principal es que hay una sobrecarga de estrategias, tácticas y herramientas diferentes, con todos tratando de vender su propio método como el mejor, lo que genera confusión.
¿Qué es lo que Adam Earhart sugiere para superar la sobrecarga de marketing?
-Adam Earhart sugiere centrarse en los principios fundamentales de marketing basados en la psicología humana y en los perfiles de compradores, en lugar de en las tendencias pasajeras.
¿Qué importancia tiene la investigación del cliente en el marketing según Adam Earhart?
-La investigación del cliente es fundamental porque casi todo en marketing tiene que ver con el cliente, y comprender sus dolores, problemas y frustraciones es esencial para crear campañas efectivas.
¿Cómo se define un 'ideal customer avatar' y por qué es importante?
-Un 'ideal customer avatar' es la personificación exacta de la persona que idealmente amaría su negocio, sus productos o servicios. Es importante porque permite crear mensajes que hagan que el cliente se sienta comprendido y valore el valor que se le proporciona.
¿Qué es la investigación de competidores y cómo afecta la estrategia de marketing?
-La investigación de competidores implica conocer lo que sucede en el mercado y en la industria para poder aprender de ello y posiblemente tomar un enfoque diferente o modelar estrategias que se sabe que funcionan.
¿Qué significa especializarse en el marketing y por qué es beneficioso?
-Especializarse en el marketing significa dominar un área específica del negocio. Es beneficioso porque permite competir en un espacio no competitivo y destacar en el mercado.
¿Qué significa diferenciación en el marketing y cuál es su importancia?
-La diferenciación en el marketing es la habilidad de hacer que un negocio o producto se destaque de la competencia. Es importante porque permite captar la atención del mercado y aumentar la participación y la fidelización.
¿Qué es la posición en el mercado y cómo se determina?
-La posición en el mercado es el lugar que ocupa un negocio en relación con sus competidores. Se determina mediante herramientas como el mapa de posiciónamiento, que evalúa criterios como el precio y la calidad.
¿Qué significa segmentación en el marketing y cómo ayuda a identificar a los clientes ideales?
-La segmentación en el marketing es el proceso de dividir a los clientes en grupos específicos para poder enfocarse en los que más valor aportan al negocio. Ayuda a identificar y crear estrategias de marketing que resuenen con esos clientes.
¿Qué es la concentración en el marketing y cómo se relaciona con los productos o servicios más rentables?
-La concentración en el marketing implica enfocarse en los productos o servicios más rentables, divertidos y fáciles de entregar. Esto permite maximizar los esfuerzos en lo que realmente impulsa los ingresos y la rentabilidad del negocio.
¿Cuáles son las dos opciones principales de定价策略 mencionadas por Adam Earhart y cuál es la mejor opción según él?
-Las dos opciones principales de定价策略 mencionadas son el定价策略 basado en el costo y el basado en el valor. Según Adam Earhart, el定价策略 basado en el valor es significativamente mejor, ya que se centra en la valoración percibida por el cliente en lugar de solo en los costos de producción.
¿Qué es el 'market message media match' y por qué es importante para las campañas de marketing?
-El 'market message media match' se refiere a la importancia de identificar al cliente ideal, crear mensajes que resuenen con él y ubicarlos en el lugar correcto, ya sea en línea o fuera de línea. Es crucial para que la marketing funcione y para que se alcance al público correcto.
¿Qué es el valor de cliente de vida y por qué es relevante para las decisiones de marketing?
-El valor de cliente de vida es la cantidad de dinero que un negocio puede esperar ganar de un cliente a lo largo de su relación con el negocio. Es relevante para las decisiones de marketing porque permite tomar decisiones estratégicas sobre dónde invertir recursos para adquirir nuevos clientes y asegurar una inversión rentable.
Outlines
📈 Análisis de Mercado y Principios Básicos del Marketing
El primer párrafo aborda los desafíos del marketing moderno, donde la abundancia de estrategias, tácticas y herramientas puede ser abrumadora. Se enfatiza la importancia de no caer en la tentación de seguir cada tendencia sino centrarse en los principios fundamentales de marketing que se basan en la psicología humana y los perfiles de compradores. El presentador, Adam Earhart, marketing strategist, promete compartir diez conceptos básicos esenciales para el éxito en marketing. Se menciona la importancia de la investigación del cliente, comprendiendo su perfil y necesidades, y cómo esto guía la creación de campañas centradas en el cliente. También se aborda la investigación de competidores, la especialización y la diferenciación como aspectos clave para destacarse en el mercado.
🏆 La Especialización y la Diferenciación en el Mercado
Este segundo párrafo profundiza en la importancia de la especialización y la diferenciación. Se describe cómo los especialistas y los expertos en un área específica generalmente tienen mayor éxito y ganancias que los generalistas. Se enfatiza la cita de Sally Hogshead, quien dice que 'ser diferente es mejor que ser mejor', y se recomienda el libro 'Purple Cow' de Seth Godin para comprender la importancia de ser memorable en el mercado. Además, se discute la posición en el mercado en relación con los competidores y cómo la segmentación de clientes y la concentración en los productos o servicios más rentables pueden aumentar la eficacia del marketing y la rentabilidad de la empresa.
💰 Psicología del Precio y Valor del Cliente a Largo Plazo
El tercer párrafo se centra en la psicología del precio y cómo el valor percibido por el cliente puede influir en el éxito de una empresa. Se contrasta el precio basado en el costo con el precio basado en el valor, subrayando que el último es una estrategia mucho más efectiva ya que permite una mayor margen de ganancia y diferenciación. También se introduce la noción de valor del cliente a largo plazo, destacando la importancia de entender el valor que un cliente aporta a una empresa durante su relación, lo que ayuda a tomar decisiones estratégicas en la inversión de marketing y a medir el retorno de la inversión en marketing.
Mindmap
Keywords
💡Marketing
💡Estrategias de marketing
💡Clientes centrados
💡Investigación de competidores
💡Especialización
💡Diferenciación
💡Posicionamiento
💡Segmentación
💡Concentración
💡Psicología del precio
💡Valor de cliente a largo plazo
Highlights
The biggest problem with marketing today is the overwhelming number of strategies, tactics, and tools.
10 key marketing basics and fundamental principles are essential for success in marketing.
Marketing strategies should be grounded in fundamental principles based on human psychology and buyer personas.
Customer research is crucial for creating customer-centric marketing campaigns.
Understanding your ideal customer avatar helps in creating messaging that resonates with them.
Competitor research is important but should not be the sole focus; it's better to innovate than to imitate.
Specialization allows businesses to carve out their own niche and dominate in a specific area.
Differentiation is key in marketing; standing out is more important than being the best.
Positioning determines where your business stands in the market relative to your competitors.
Segmentation involves identifying and focusing on the most valuable customers.
Concentration is about focusing on the most profitable and enjoyable services or products.
Pricing psychology is complex; value-based pricing often trumps cost-based pricing.
Market, message, media match ensures that the right message reaches the right audience through the right channels.
Lifetime customer value is critical for making informed marketing decisions and budget allocations.
Understanding lifetime customer value allows for strategic marketing decisions that provide a return on investment.
An introduction to marketing video is recommended for a deeper understanding of marketing strategy.
Transcripts
the biggest problem with marketing today
is that it's overwhelming so many
different strategies tactics and tools
to try and everybody screaming into them
in their way is the best way not the
only way that's why in this episode I'm
gonna help you cut through the clutter
and I'm gonna share with you 10 key
marketing basics and fundamental
principles you must know if you want to
succeed with marketing today let's get
to it
hey there my name is Adam Earhart
marketing strategist and welcome to the
marketing show where we help you grow
your business and generate more leads
customers and sales by making better
marketing so if you're interested in
learning the latest and greatest
marketing strategies tools tips tricks
and tactics well you may want to
consider subscribing and hitting that
notification bell so you never miss a
future episode now it's no secret that
marketing can be a pretty tricky and
pretty intense subject with a lot of
different tricks and hacks and shiny
objects constantly being thrown at you
really trying to advise you to try this
and then try that and try that and
essentially trying to sell you on
whatever's current whatever's trendy
today rather than focusing on what's
really important which are those key
fundamental principles those things that
stand the test of time because they're
based on human psychology buyer personas
and essentially all of the strategies
and all of the root core fundamental
principles that really influence how
people engage and interact with brands
both online and offline now I'm all for
tricks and tips and hacks and all sort
of tactical stuff that can really get
you good results but only when those are
based and grounded on those proven
fundamentals those marketing basics that
are just incredibly important for you to
know so that you can make sure that
you're using the right strategies for
whatever goal you're trying to achieve
and that's why in this episode I'm going
to be revealing 10 marketing basics that
you must know you must learn and you
must live to love if you want to succeed
with marketing today and it all starts
with number one customer research you
see pretty much everything involved with
marketing has to do with the customer
and this is why most of the campaigns we
create today are very customer centric
they're focused around the customer
their pains their problems all their
frustrations and how our business or our
solution is uniquely positioned to solve
that for them but to be able to do that
well it first involves really getting to
know your ideal customer avatar that
exact personification that person that
loves you loves what you do is happy to
pay you for the value you provide and
that you enjoy working with
now the key here to really identifying
that ideal customer and to fleshing out
a persona for them is to first know and
then understand and then to start to
really deeply care for that person so
you can put yourself in their shoes see
where they're coming from and start to
create messaging that is gonna make them
feel understood and appreciate the value
you provide now the way to do this is by
first building out that ideal customer
avatar based on three different
principles or three different elements
of your customer including their
demographic details like age gender
income occupation title things like that
their geographic details like what city
state province or country they live in
and there's psychographic details what
are their attitudes their interests
their beliefs affiliations organizations
basically all the head stuff that goes
on upstairs the better you're able to
articulate and really build out this
ideal customer avatar well the better
and more effective all of your future
marketing efforts are going to be
alright the next marketing basic that
you need to understand is competitor
research now this one comes with a bit
of a caveat because I don't want you to
be solely focused on your competitors
and what they're doing and always trying
to play catch-up because that's gonna
leave you always a step behind that said
it is important to know what's going on
in your marketplace and in your industry
so you can learn from and possibly take
a different approach or at least model
things that you know are working now
when it comes to competitive research
one of the two questions that you're
gonna have to ask yourself is do you
want to do it better or different no
approach is necessarily better than the
other though I would advocate that
trying to beat someone at their own game
can be a bit of a trick where if you can
just find the areas that they're not
focusing on it and go over there by
doing something a little bit different
it's gonna make the playing field a
little bit easier to compete in
especially initially also if you are
modeling a business that's quite a few
steps ahead of you there's a few very
important things to keep in mind number
one what they're doing now may not be
what they did to get them there number
two what they're doing now may not be
the best plan at all could be based on
some pretty bad strategy or number three
they could just be testing things out
which again doesn't necessarily mean
that they're working this is why it's
good to have a general idea of your
competitors and what they're doing but
at the end of the day it's important to
get focused again on your customers and
on your own business so you can build
the best solutions for them the next
point here is specialization which kind
of plays off the point that we
when we're looking at our competitors
and trying to do things either better or
slightly different
well specialization essentially says
that it's better to be in a category of
one there was a great book and great
strategy written on this called blue
ocean and basically what they're saying
here is you want to compete in
essentially non competitive space by
carving out your own niche your own area
and really specializing on one key area
that you can dominate in you see when it
comes to business and when it comes to
really carving out your marketing and
positioning yourself in the marketplace
which we're going to talk about in just
a second well there's four different
levels that you could attain for on the
lowest level is the generalist this is
the person that kind of does everything
is the jack-of-all-trades and doesn't
really specialize in anything they're
gonna be the lowest paid in general
above that is the specialist this is
someone who's taken whatever industry or
whatever niche that they're focusing on
and they've kind of niche down just a
little bit more to focus on one key area
of it after that you've got the extreme
specialist this is someone that's taken
that specialization and taken it one
step further by niching down even
further to focus on an even smaller
target market and on top of all of that
and the highest paid of the mall is the
celebrity now essentially what we're
doing here is we're becoming synonymous
with the business that we're in
essentially becoming the the big-name or
for lack of a better term the Guru in
your space the point here is with
specialization is that in general it's
better to specialize and the higher up
the pyramid you go from generalists to
specialists to extreme specialists all
the way up to celebrity well the better
the rewards and the higher the
profitability in general the next
marketing basic that you really need to
understand is differentiation now one of
my favorite quotes on this is by Sally
hogshead who says different is better
than better and when it comes to
marketing this is pretty true after all
we all know about businesses who offer a
better product or a better service or
essentially are just a better company
and yet they're not the ones that win
because their marketing tends to be
bland or boring or vanilla or it just
fades into all the noise and they don't
stand out on the other hand
controversial or polarizing brands or
brands that really stand for something
well we can remember them and whether we
choose to do business with them or not
you can almost guarantee they're
claiming a larger market share than they
would if they just tried to fit in one
of my favorite books of all times is
Purple Cow by Seth Godin which really
takes the concept of
being remarkable to the next level so if
you haven't read that book yet highly
recommend it
basically differentiation answers the
question why you why your business and
what makes you better or different than
all of the other competitors out there
the next basic that kind of builds on
all of the previous points as well is
positioning now positioning really just
says where you stand and where your
place is in the market place in regards
to your competitors now I know I said
that we don't want to focus too much on
our competitors but it is important to
understand where they sit so you can
carve out a little space of your own in
the network now one of the best tools to
use here in determining your business's
position in the market place is none
other than the positioning map which
essentially maps out a couple different
criteria in order to place your business
in regards to your competitors for
example you could have a line going down
the middle that would say price and then
you could have another one that would be
quality and the important thing here is
to map out where your business fits on
the spectrum whether your high price
high quality or lower price lower
quality or anywhere along that line our
next marketing basic is all about
segmentation and this means really
taking a good hard look at your
customers and trying to identify and
then segment those ideal perfect
customers the ones that really match
that ideal customer avatar that you
built back in step number one these are
the people that love you love what you
do are happy to pay you for the value
you provide and refer you to all their
friends and family you want more of
these people so to get them you first
need to identify them and then create
that avatar around them so again you can
create marketing and messaging that's
going to resonate and going to appeal
with them if you've been in business for
any length of time then one of the
easiest and most effective ways to do
this is simply to take a look at your
top 20% of customers and identify any
traits or common attributes that they
all share properly segmenting your
customers and really identifying those
ideal customers that are worth the most
to your business is going to allow you
to focus more on them and give them more
products and more services that they
really enjoy and they really value which
moves us perfectly into our next point
concentration concentration is all about
finding your business's most profitable
and most fun and easiest to deliver
service and then focusing all of your
efforts there just like we did with
segmentation to our most valuable
customers well concentration we're going
to do with our
valuable products or services so that we
can really focus on the things that
actually move the needle in regards to
our businesses revenue and profitability
ideally the things that you decide to
concentrate on should match the
following criteria it should be fun it
should be profitable it should be easy
to deliver they should be relatively
easy to sell and have a high demand for
them should be a sustainable business
and not based on just a current trend or
a fad and ideally this product or
service should have some future ability
to be automated or delegated or
systemized in some way so it doesn't
require so much time and effort from you
you can see here that by properly
segmenting your customers it's going to
help you to decide on which areas to
focus and concentrate on and when you
combine these together your business has
really nowhere to go but up
the next marketing basic that you need
to understand is pricing now pricing
psychology is an incredibly detailed and
complex subject so I really just want to
cover two of the basics here so you can
decide which one is going to be best for
your business and I'm gonna give you a
hint which one that is the first option
is cost based pricing which essentially
you just look at how much things cost
apply a bit of a margin and you've got
your price the other on the other hand
is the significantly better choice and
this is value-based pricing which is
pricing based on the value that the
customer is going to receive and the
beauty here is that value is very
subjective and it can be influenced by
the marketing and by the packaging and
design and service delivery of the
product or service that you're selling
you see the problem with cost based
pricing or pricing anything like it's a
commodity is that it's really just a
race to the bottom
because you don't really have a
competitive advantage other than price
which means if your competitors want to
cut price you're gonna have to cut price
and then they're gonna cut it and then
you're gonna cut it and everybody loses
value-based pricing is largely
subjective based on perception for
example is a hundred thousand dollar car
really ten times more valuable than a
ten thousand dollar car well it depends
on your subjectivity and your perception
of it in regards to get you from point A
to point B no they're pretty much
exactly the same but if it involves
things like how you're going to feel or
the experience or the increased esteem
or authority or whatever it is then yes
you could see that it could be worth the
price tag this is why it's always better
to focus on value-based pricing and to
try to increase the value of your
product or service wherever you get the
chance
the next marketing basic you really need
to understand especially if you want to
create
active in profitable marketing campaigns
is a bit of a mouthful but its market
message media match here's what I mean
the effectiveness of your marketing is
going to largely be in part to how well
you identify your ideal customer avatar
what kind of messages you put in front
of them that resonate with them and that
make them feel understood and then where
you locate them whether online or
offline so you can put your marketing in
front of them if you miss any one of
these pieces of the puzzle you miss
identify your ideal target market you
don't properly isolate and identify
their pains or you put your marketing in
completely the wrong place well none of
its gonna work which is why everything
has to be in alignment this is why
anytime I'm consulting with a client or
we're designing a campaign through the
agency we always look at market message
and media alignment match we need to
make sure that we've got the right
message in the right place for the right
person for everything to work the next
marketing basic you need to understand
to create profitable and effective
marketing campaigns is lifetime customer
value for this basic I'm going to link
up a clip I did on another video that I
think sums it up perfectly so let's
watch that now it's the value of a
customer over their lifetime to your
business now why is this important
well when you understand what the value
of a customer actually is to your
business it allows you to make really
strategic and really budget conscious
decisions about what marketing decisions
are good and which ones are bad take for
example you know that the average
customer value of a customer to your
business over their lifetime is $1,000
well you can then decide how much of
that you want to attribute to allocate
to marketing in order to acquire new
customer for example let's say that you
can go out and buy all the customers you
want for $500 well you may want to do
this because you're gonna get a $500
profit on each one of these decisions
another example is let's say that you're
investing in a certain marketing
strategy and it's costing you $1,200 to
acquire in your customer honestly you're
gonna want to cut this thing off pretty
short or make some modifications soon
because what you're doing is you're
acquiring customers and a $200 loss okay
all sorts of different formulas and
strategies and things we can look at
later on this but the key point is you
really need to understand what the
lifetime customer value is of a customer
to your business so you can make
educated and informed marketing
decisions on which ones are going to
provide a return on investment and which
ones are gonna lose as you can see by
understand
the true lifetime customer value of your
customers it really opens the doors for
what marketing objectives and strategies
and different campaigns are going to run
well it allows you to decide which ones
are going to work and which ones are not
worth your time money or energy all
right the next thing you're going to
want to do is check out the video I have
linked up right here which is an
introduction to marketing it's going to
take a lot of the principles we talked
about today and add even more by giving
you a better and more in-depth
understanding of marketing strategy and
how it all works so you can apply it to
your business in your industry so make
sure to check that out now
thank so much for watching and I'll
catch you next time on the marketing
show
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