Modulo 2

Fundamentals of marketing

SWOT Analysis
2. Marketing mix 7 p
3. Marketing Objectives

Simple

Measurable

Realist

4. Competition Analysis
Analysis of the website: user experience, product fixation, how they categorize it
- Relationship with the users as they convey things
Content: video block
They have built a community: they respond about their content
-Format of shared content: video, infographics
- Follow on social media, Google alerts
- How is your customer service?

5. Differentiate from competitors

What competitors do we have?

Coca Cola considers tap water as indirect.

Black hat SEO: quick traffic

Use of robots

detect your competitors

 6. Definition of target audiences and buyer persona

Target audience

Cultural factors

Social factors

Personal factors

INTERNET SEGMENTATION

Buyer persona

7. Digital Marketing Strategies

position word 4 months more if it is in high demand

Social networks
Content marketing: to build loyalty rather than just selling, it is to
long term
Inbound marketing: attracting the customer before they come to us
I searched
 Guerrilla marketing: attack in the streets

Desarrolla un DAFO y un esquema de Marketing MIX

This activity proposal is for self-study so you can try to apply everything you've learned in
this module. The correction of it is not planned.

You have inherited an inn with a restaurant from your parents. This inn has 5
rooms and a restaurant with a capacity of 15 tables. It is located in a cozy
village in the mountains, very touristy and close to a big city. It also has a
small room where closed meetings, conferences and any other type can be held
of events.
Although the inn had been closed for some time, your parents were able to renovate it completely.
before retiring, and you just need to give it a new name and a new vibe that attracts
new customers. You don't have a loyal audience because the inn has been closed for years, nor
no type of presence on the Internet. Solution? You are going to design a website according to your criteria.
as a marketing specialist.
Physical conditions of the inn
5 rooms
1 restaurant
15 tables
1 event room
Recently renovated
30 km from the big city, well connected, rural environment with activities
relatives in the area.
Exercise instructions
As a marketing professional, you have to conduct a SWOT analysis of your business and carry out
through the Marketing MIX an orientation that differentiates it from its competition and it
catapult to success. You have to take an online approach to your promotion, it will have to attract
public through the Internet.
What comes to mind?
Genera un cuadro con la propuesta de DAFO y Marketing MIX, teniendo en cuenta el
PDF document of the activity of this module called: 'The 7Ps of MKT'.
MODULE 2: FUNDAMENTALS OF THE PLAN
DIGITAL MARKETING
Summary
To work correctly in Digital Marketing, we need to create a plan.
marketing, a kind of instruction manual. It will help us to follow a route.
suitable for work and it will be useful for us to stop, go back and at any time,
check if we think we are getting off track.
Our digital marketing plan must contain at least:
The determination of the objectives to be achieved and the prioritization of them in
function of its importance and its deadline for achievement.
A compilation about the market we are going to and what advantages it has.
we will encounter inconveniences.
A comprehensive analysis of our product and what its value proposition will be,
example, following the system of the 7ps of the marketing mix.
An analysis of our target audience: defining our type of buyer and how
let's get closer to him.
The determination of our competitors, what type of competitor they are for us.
and what are they doing to be in that position, just like the way in which
we are going to try to position ourselves above them.
What promotion and sales strategies can we use to achieve
our objectives.
Our marketing plan must also include a timeline and a
defined budget.
{"text":"A new veterinary clinic is going to open and wants to do its SWOT analysis. What would be the"}
threats of this new clinic?
It does not offer innovative treatments, its staff do not wear a nice uniform and still
They have not found a cleaning lady.
There are too many veterinarians in the market, especially in your area, and due to the
Economic crisis people care less and less about the health of their dogs.
Threats are not taken into account in the SWOT analysis.
There is a risk of theft when facing the public, there may be a terrorist attack and
competition may likely promote an act of vandalism.

Correct. They are external situations that can lead to the clinic's failure.
Our veterinary clinic is still working on its SWOT analysis. It is the time to take into account
their strengths. What could some of them be?
A medical examination is conducted for all employees, all are healthy and fit and
Two of them often train at the gym.
There is a surge in the purchase of Pugs and French Bulldogs, dogs that get sick.
with great ease, and also all the veterinary clinics in the neighborhood have closed down because of it.
that there aren't many in the area.
All worker templates are trained in acupuncture for dogs.
corporate identity is very impactful and offers cutting-edge and high-quality treatments
impact
All of the above are correct.

Correct. In the strengths, we focus on what makes our own special and strong.
product.
What are the 7 P's of the marketing mix?
Precio, Lugar, Promoción, Producto, Procesos, Personas y Evidencias físicas.
Precio, Plantación, Promoción, Publicidad, Personal interno y Personal Externo.
There are only 4 p's: Price, Place, Promotion, and Product.
Product, Problems, Production, Productivity, Psychology, and Patterns.

Correct.
It is the case of an online insurance brokerage. How can it provide physical evidence of the
service that people hire through them?
By transferring one of the company's responsible parties to the home of the
particular once the insurance is contracted.
Caring that the website has a serious design focused on looking real, with
logos of partner companies, etc.
Whenever one shops online, it is known that one is buying something more ethereal; there is no
need to show physical evidence, people are used to it.
By sending the policy via email.

Correct. Through the service provision contract, we provide the user with evidence.
of what has been bought.
Our online insurance brokerage wants to develop its buyer persona. What aspects
Should I take into account to develop it?
An insurance brokerage does not need to have a Buyer Persona, as anyone can
need insurance.
Mainly the demographic data, sex, age, city, and how much money they earn.
You need to look at the number of visits to the website, percentage of pages viewed, and
especially if they come from mobile, computer or tablet, in order to adapt the website to each
case.
You have to imagine a real person, with a photo, their job, their desires, their
aspirations... that represent a group of people who often buy.

Correct. It is about putting a 'false' face to a real group of people that usually
buy us often.
What would a typical Buyer Persona be for a peer-to-peer transportation app like
Uber?
Fernando Martínez, a 55-year-old unemployed man, receives unemployment benefits and invests the little he earns in
the bar. He only watches Telecinco on television and does not have a mobile phone with internet.

Elena Castañedo, 30 years old, lives in a village in Cuenca, but she loves to continue in
Instagram and celebrities. She usually buys gossip magazines and likes to go out in the city.
once a month.
Jorge Morcuende, businessman, 35 years old. He spends the whole day in Madrid going to see
clients, they like to read the entrepreneurs' magazine on their tablet and have 3 children with whom
he/she lives in a chalet.
 Ana María Fernández, retired, 70 years old. She lives in a neighborhood of Madrid and sometimes
She has trouble moving around. Her children come to see her on Sundays, she likes to watch the
Maria Teresa Campos' program and reading the novels from when she was young.

Correct.
A brand handbag company, online, wants to study who their bad competitors are.
Which of these could be?
Those who sell below the market price, offering copies of the same
marks at a quality lower than the established.
Those who sell the same bags as us, but on really bad websites.
designed.
Those who sell just as pretty bags, but with different brands.
Incorrect. They are competitors, but not bad, they are not breaking the market.

Exactly. They offer our product at impossible prices, breaking the market and increasing
the consumers' distrust of our product.
What should be the strategy of a law firm that has just opened, whose website is
new and needs to have visibility within the search engine in less than a month?

Discard social media and search engine positioning, and focus on advertising.
In search engines, if they need short-term results, this is what they have to do.
Focus on Facebook and Facebook advertising and discard the search engines.
due to the urgency.
Divide your efforts between social media and paid traffic. On one hand, they would have
presence on social media and when they wanted traffic in search engines, they would only have to
to pay.
Divide your efforts between search engine advertising (to appear at the top), and in
search engine positioning, also thinking about the medium to long term.

Correct. This way, he would ensure visibility, but would sacrifice efforts.
necessary to think in the medium to long term.
Is it necessary for all companies to be on social media and be active there?
Certainly, social media is the only strategy that everyone should follow.
companies that want to be successful.
It is not mandatory, although it is true that it is very good to keep an eye on it, even if we don't want to.
they will always talk about us and it can affect our online reputation, both for
good, like for bad.
Only in the case of Facebook, in the rest of the social networks it is optional to be or not.
No. In fact, social media is a very negative strategy for anyone.
company.
Correct. Social media can be good or can be too much work, but it is
It's important to always monitor our online reputation.

What are social networks perfect for?

Primarily to retain our customer, to get to know them better and to be able to establish a
direct communication channel with them.
Fundamentally for customer service. To receive complaints and manage them.
adequately.
They are the best channel for direct sales, enabling regular promotions and
make purchases on the web.
Incorrect. Sales are one of the last objectives of social media, it is rather
a consequence of having carried out other actions.

Correct.