Category: Promotion ConceptsDifference between Up-selling and Cross-sellingUp-selling and cross-selling are important aspects of building customer relationships and increasing customer lifetime value. Primarily they are both sales functions, but can occur with direct and digital marketing techniques as well. What is up-selling?Up-selling is changing the consumer’s … Read more... Free Customer Journey Map TemplateAbout the Customer Journey Map TemplateThis free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make … Read more... Advertising awareness and recall metricsAdvertising awareness metricsIn addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand … Read more... Brand awareness metricsBrand awareness: often the first marketing communications goalBrand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more... Why Use a Brand Persona?Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market… Read more... Brand PersonasUsing Brand Personas in Customer Journey MappingA fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide… Read more... What is customer journey mapping?What is a customer journey?Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”. As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer … Read more... Main phases of a customer journeyThree main phases of a customer journeyCustomer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of … Read more... Effectiveness of coupons and rebates
In the United States, over $3B worth of coupons and rebates are redeemed each year – indicating that it is an effective form of sales promotion. According to various academic studies, around 20 to 30% of consumers will be … Read more... Goals of Coupons and Rebates
Sales promotions are short-term incentives designed to drive sales. They are part of the promotional mix within the marketing 4P’s. Because they often carry pricing incentives, such as discounts, they also have a crossover with the pricing mix in … Read more... Difference between coupons and rebates
Sales promotions are short-term incentives designed to drive sales. They are part of the promotional mix within the marketing 4P’s. Because they often carry pricing incentives, such as discounts, they also have a crossover with the pricing mix in … Read more... How has the concept of integrated marketing communication evolved?
Let’s evaluate the key differences between the evolving IMC definitions to understand how the perception and role of integrated marketing communications has progressed. Broader than just consumersThe audience is much broader than just consumers. While communicating to consumers … Read more... Promotional Era example
Marketing strategy in the promotional eraToday most firms operate in line with the marketing concept or the societal marketing concept. However, if we go back in time, firms tended to operate with a sales and/or promotional focus.… Read more... National Australia Bank Repositioning Case Study
NAB’s Repositioning in the Australian Banking MarketThis video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that … Read more... The changing media environment
The changing media environmentThe process of communicating in marketing is far more challenging in today’s environment due to the complexity of media choices and the interaction between consumers and the resultant effect on consumer shopping behavior. In the … Read more... Main Types of Trade Promotion
Sales promotion refers to temporary incentives offered by an organization to either their customers or their resellers, with the intention of increasing the sales of their products. Therefore, it is necessary to classify sales promotions into two broad categories … Read more... What is a brand touchpoint?Customer journey mapping is techniques that relies upon identifying and sequencing the touchpoints (exposures and interactions) that consumers (potential customers) and actual customers have with the brand. Therefore, as a simple definition for what is a brand touchpoint? A brand … Read more... When to use customer journey maps?
Customer journey mapping is a visual technique designed to outline how:
What is a customer journey?What is a customer journey?As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s … Read more... Examples of brand touchpoints for Apple
The following is a list of possible brand touchpoints for Apple. Brand touchpoints are a key aspect of understanding the customer journey and creating a customer journey map. In recent years, Apple has become one of the strongest brands … Read more... |
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