Basic Concepts
- Marketing: Process of connecting solutions with people who have problems
- Digital Marketing: Marketing done on platforms like Google, YouTube, Facebook, Instagram
- Digital platforms understand users through: (Myth)
- Demographics (location, gender)
- Behavior (watch time, clicks, likes, comments)
- Exit patterns and interests
Day 1 – Task 1 – Case Examples:
- Dental Clinic: Prioritize Google Search because people with toothaches actively search for immediate solutions
- Swiggy (new to India): Prioritize social media to create awareness for a new food delivery concept
Buyer’s Journey (Marketing Psychology)
- No Aware: Content with current situation, sees no problems
- Problem Aware: Recognizes a pain point or challenge
- Solution Aware: Actively searching for solutions, needs proof
- Product Aware: Evaluating specific options (where, how, who, why, what)
- Most Aware: Building trust before making purchase decision
Example: Career Development Journey
- Happy student with no concerns
- Post-graduation challenges (no job, financial stress)
- Searching for growth opportunities and skills
- Comparing specific courses/programs
- Deciding which program to trust and purchase
Day 1 – Task 2:
List three recently purchased items (car, bike, course, pen, etc.).
What were your thoughts at each stage of the buyer’s journey?
Day 1 – Task 3:
Choose your own product or a product you need to market.
What will people think at each stage of their buyer’s journey?
Example: Real Estate.
Sample Answer
Day 1 – Task 2: My Recent Purchases & Buyer’s Journey
| Stage | Laptop | Online Course | Wireless Earbuds |
|---|
| No Aware | Didn’t think about upgrading. | Unaware of the need for new skills. | Was using wired earphones without issues. |
| Problem Aware | Laptop was slow, affecting work. | Wanted to improve digital marketing skills. | Wired earphones were inconvenient for calls. |
| Solution Aware | Knew I needed a faster laptop. | Online courses could help me learn. | Wireless earbuds would be more convenient. |
| Product Aware | Compared different brands & specs. | Researched platforms, instructors, and pricing. | Checked battery life, sound quality, and reviews. |
| Most Aware | Purchased a laptop with good value. | Enrolled in a course with great reviews. | Bought a trusted brand with a discount. |
Day 1 – Task 3: Buyer’s Journey for Bridal Makeover Business
| Stage | Bridal Makeover (Customer’s Thought Process) |
|---|
| No Aware | “I haven’t thought about hiring a bridal makeup artist.” |
| Problem Aware | “I need to look perfect for my wedding day.” |
| Solution Aware | “A professional makeup artist can help me achieve the look I want.” |
| Product Aware | “Comparing different bridal makeover artists, their styles, and pricing.” |
| Most Aware | “This artist has great reviews and fits my budget—I’ll book them!” |
Platform Selection Strategy
| Feature | Search Engines | Social Media |
|---|
| Platforms | Google, YouTube | Facebook, Instagram |
| Best for Products/Services/Pains | Already Exisiting | New concepts |
| User Intent | High | Low |
| Audience Size | Limited but targeted | Large and broad |
| User Awareness | Users already aware of needs | Users may not be aware |
| Primary Function | Demand Capturing | Demand Creation |
| When to Prioritize | When users actively search for solutions | When introducing new concepts |
| Conversion Rate | Generally higher | Generally lower initially |
| Example Use Case | Dental clinic (immediate need) | Swiggy entering India (new concept) |
| Competition Factor | May be high for established categories | Effective when search is saturated |
Strategic Approach
- Prioritize high-intent customers who already need your solution
- Use search engines for existing needs, social media for new concepts
- Consider competition level when choosing platforms
- Focus marketing efforts based on where your customers are in their journey
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