Marketing models

BCG-matrix

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BCG-matrix

The BCG-matrix (Boston Consultancy Group Matrix) is a tool to classify the business units portfolio of a company. The model identifies 4 classifications: Question marks (high market growth rate and low relative market share) Stars (high market growth rate and high relative market share) Dogs (low market growth rate and low relative market share) Cash  Read more >

Marketing

The four P’s in marketing

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This post explains the four P’s of the marketing mix. Old marketing New marketing Promote Communicate Place Convenience Product Customer wants and needs Price Cost

Marketing

The four C’s of marketing

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The four C’s in marketing have gradually replaced the four P’s in marketing. Looking at a company’s offer from a customer’s point of view. Old marketing New marketing Promote Communicate From one-way communication to two-way communication Place Convenience Taking the customer’s perspective Product Customer wants and needs From push to pull Price Cost Total cost  Read more >

Online marketing

Keyword research

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Before building a website or setting up a digital marketing campaign one should always start with keyword research. Keyword research identifies the keywords and keyphrases people use when searching the internet for information, products and/or services. By using tools like the Ubersuggest you can determine the number of monthly searches for a certain keyword or  Read more >

Online marketing

Online Marketing Objectives

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If you don’t know where you’re going, any road will get you there. Before starting with an online marketing activity you first should determine your online marketing objectives. Here are some examples of objectives you can think of when writing your online marketing plan. Objectives: More visitors to website More visitors to (bricks and mortar)  Read more >

Online marketing

Online Marketing Audiences

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As with all marketing communications many audiences can be reached. Here’s a list you can use when you’re working on a (digital) marketing communications plan. Audiences: Existing customers (DMU for B2B) Potential customers (DMU for B2B) Investors Employees General public Local community Media (press, radio, tv, internet, etc.) Suppliers Distributors Retail Competitors