Marketing tools structure of marketing tools. Classification of marketing tools. Practical tasks at the stage of choosing marketing tools

To grow, take off and reboot your business, My 119 Favorite Marketing Tools. Finally! To say it was helpful is an understatement. I can’t tell everything (8 hours in one article can’t fit in any way), so I chose one of the interesting topics - non-standard marketing tools.

Many of them you have not even heard of. But the more interesting it will be to read - and apply. As Igor Mann himself says: “Few people know about new and revolutionary marketing tools. Few people dare to try them first. But in vain. Knowing and doing is the most important thing.

Mann's Periodic Table of Marketing Elements

What surprises immediately is Igor Mann's own system of elements, which he developed for 15 years. Almost like Mendeleev 🙂 Only about marketing. There are blocks in the table (for example, osnoids, competitiveoids, attractoids) and actually elements with funny names - celium, brandium, unknown, plusium, uprights, behind which there is useful and serious content and years of work.

Non-standard marketing tools - this is exactly element No. 46 of the Bolshium.

10 Unconventional Marketing Tools

Let's move on to the most curious - unusual marketing tools. At the same time, check yourself. Let this be a mini-test: note which of the names you have heard at least once.

1. Ambient media

2. Product sitting

3. Crazy PR

4. Storytelling

5. Trivertizing

6. Sensitive Marketing

7. Identity marketing

8. Dead marketing

9. Inbound Marketing

10.Shockvertising

Well, how much did it take? Even if not so much, don't be discouraged. Now you will find out what is hidden behind each name.

1. Ambient media

Non-standard advertising that penetrates the environment target audience. Simply put, it is embedded in our daily lives. And surprises. Of course, the brand message also broadcasts. Such advertising is placed on the walls and roofs of houses, on sidewalks and transport, in shopping centers and cinemas, on benches in squares and stairs. In general, anywhere.

Guessed why the escalator works? Elementary, Watson: it's the Duracell batteries.

Ambient media in Malaysia, -

And here are some more cool examples of Ambient media (scroll through the photos with arrows).

2. Product sitting

Before bringing a product to the market, the manufacturer sends samples to consumers (but always opinion leaders) to get their opinion and then distribute it through other channels. Only end-user will give a fair feedback and point out any flaws.

3. Crazy PR

The name speaks for itself. Light (and sometimes oh-oh-very heavy) crazy - only good. Take any extravagant idea - and go ahead, bring it to life. The main thing is not to cross the boundaries of reason (and decency too) and make sure that Crazy PR organically fits into the positioning of the product, service or brand itself.

A striking example is the 3M company, a manufacturer of heavy-duty glass. Constructions were installed on the streets of Vancouver that aroused the keen interest of passers-by: 1 million dollars lay calmly behind the glass. Anyone could break the glass (ha ha) and take the money.

Repeat this only if you are 100% confident in your product - .

But none of the attempts were successful. Surely 3M got a lot of new customers 🙂

4. Storytelling

Long before the first business existed, the six most powerful words in all languages ​​were: "Let me tell you a story." Storytelling, or storytelling, is a tool that inspires, motivates and, of course, sells.

If you can turn an ordinary story into a great one, make your audience laugh, wonder and be inspired, you will be second to none.

5. Trivertizing

You yourself will easily guess what kind of tool it is when you see the word in the original - tryvertising. Divide it into two parts - and voila, the meaning will be on the surface. One of the meanings of the verb try is "to try". That's all the salt.

Before buying something, a potential customer can get to know the product better - flip through a book, take a car for a test drive, put a drop of perfume on the skin and feel the aroma open up. People no longer want to buy a pig in a poke. In addition, such a marketing tool will increase loyalty at times.

Trivertizing is not only an offline tool. Do you recognize the book? 😉 - .

Plus, it's honest. If a person does not need a product, he will not buy it and will not spend money in vain. And the credibility of the company will remain.

6. Sensitive Marketing

Influence all five senses - and get the result you need. We see this tool everywhere. Unobtrusive music in coffee shops (fast or slow depending on how the owners want to control the behavior of patrons), the smell of fresh baked goods in a supermarket that increases sales by almost ⅓, the elegant sound of a BMW door slamming shut are all examples of sensitive marketing.

Color matters. BMW M series can be recognized from afar, -.

Igor Mann said: “Once, at one of the conferences, I got into a conversation with the author of a book on sensitive marketing, Martin Lindström. I confessed to him that two years before he wrote that marketing should affect the 6 senses. He was surprised: “What is the sixth?” “It's a sense of humor,” I replied. “When a person laughs, it’s easier to part with money.”

7. Identity marketing

It happens that brands with a similar target audience build marketing in such a way that they themselves become similar to each other. This is where identity marketing comes to the rescue - marketing based on distinguishing features brand. You need to show your customers who you really are. You can recall the word “uniqueness” that has already bothered you to the gnashing of teeth, but here it is appropriate.

Every company has its own identity. Think about how you are different from others. And convey this message to your customers.

8. Dead marketing

Quite atypical instrument for our country. The company takes care of the graves at its own expense - there is both social responsibility and marketing in its purest form: many people go to the cemetery, and they all see which company takes care of the departed.

9. Inbound Marketing

Inbound marketing (or inbound) is the promotion of a company's website or product in search engines using a blog and email newsletters through content that is interesting and useful to the target audience. The user, using search engines, is looking for a solution to his problem - and, having become interested in the materials on this topic published on your blog, he comes to you.

This is where the name inbound came from - inbound marketing(sometimes referred to as inbound marketing).

Do you want an example? Read our blog and subscribe to the MYTH self-development newsletter 🙂 -

Inbound marketing works well:

• for companies with a long sales cycle (6+ months) - when customers need a significant amount of time to understand the essence and benefits of the product;
• for companies that bring a new product to the market, want to generate demand for it, prove themselves as experts;
• for companies in highly competitive markets where the cost of ads contextual advertising very large. In this case, inbound marketing makes it possible to get targeted traffic from search engines at a lower cost.

Creating high-quality content according to all the rules of inbound marketing is a long, laborious and painstaking process. But the result is worth it.

10.Shockvertising

Those who are friends with English are again easier than others. The term is formed from two words - shock (I think no translation is required) and advertising (advertising). All the most atypical, indecent, shocking, terrifying, negative (although not always) and indignant - this is shocking advertising.

Social advertising warning that emoticons are not necessarily a sign of friendliness, and people with far from the best intentions can communicate with children on the Internet, -

A tool for the brave. You need to use it very carefully, calculate the possible reaction of the audience and be prepared for the fact that some people will refuse your products or services.

Ambiguous associations, surprise in the cube, attracting attention - all this is shockvertising.

Where to get something new?

If you want to experiment and look for new marketing tools, Igor Mann advises you to choose one of three options: find, “steal” (like an artist, of course) or invent.

Find

The most accessible channel for finding new tools is the Internet. Search for information on the phrases " new tool marketing", " new channel communications" and similar words.

If you know English, then the chances of catching a new tool on the net before competitors increase significantly.

Good channel - books. You can’t read everything yourself, so you can start a “Book Club”, whose members will read one new book a week

and present to the rest of its summary and the "chips" gleaned from there. Another great channel is events: conferences, forums, trainings, seminars and master classes. You can find a lot of interesting things on them.

Reading is the first line of defense against the vacuum in the head, -

Steal

Monitoring market leaders (not only national ones) - or benchmarking - is a great opportunity to see in time what the companies that set the tone in the market are doing. If they started doing something, perhaps you should take a closer look at it.

Memo from Austin Kleon to those who want to steal smart -.

Come up with

Sometimes a new marketing tool is born in the bowels of the company. True, leaders are often too conservative and cautious - not everyone dares to take risks.

Albert Einstein once said: "It is foolish to expect a different result, continuing to do the same as before." And indeed. Upgrade your marketing. Surprise your clients. Surprise your competitors. Surprise the industry. Surprise yourself with the results!

P.S. For the main photo we thank the organizers of the master class Igor Mann in Orel.

Different lines of business need different tools of Internet marketing. For example, for a hairdresser in a residential area, pages on Instagram and Vkontakte are enough. And for a flower delivery company, in addition to social media accounts, you need a website and contextual advertising.

We will briefly talk about the main and new tools of Internet marketing. We will explain how they work and highlight the main advantages and disadvantages.

Basic Internet Marketing Tools

Partner networks

Affiliate networks are traffic exchange systems that work on a referral model. In fact, these are automated loyalty and traffic acquisition programs.

Let's explain on the example of the largest referral platform . Online stores or services connected to the platform get the opportunity to offer users who have placed an order discounts or bonuses from partners. Everything happens automatically: discount offers appear on the order completion screen. Moreover, Get4Click excludes the possibility of offering discounts from competitors: the buyer of goods in an online pharmacy will not see discounts from another pharmacy, only offers from partners from other categories, for example, electronics stores, furniture stores, DIY goods.

The economy is next. Partners whose offers the store offers to customers pay to the platform. At the same time, they do not pay for impressions or clicks, but only for registered leads / subscriptions, completed and paid orders.

SEO

SEO is search engine optimization, a set of measures to raise a site in search results. SEO works simply: a user enters a search engine, enters a certain query and goes to the sites that appeared in the search results.

SEO is used by the vast majority of webmasters. Optimization is necessary for all sites in the global network, because without it it is almost impossible to receive natural traffic without costs.

Contextual advertising - ads that correspond to the content of the page on which they are located. They are placed in search results or on thematic sites. A user who enters a certain request in the PS sees an advertisement and goes to the site. Or goes to the site from the relevant page of another web resource.

Email marketing

E-mail marketing - interaction with users by e-mail. The client of the company who received the letter remembers it and goes to the site. Or a simple user learns about the services from the letter and orders them.

Banner and teaser advertising

Banner and teaser marketing tools - advertisements with banners and images and text, respectively. The user, being on the thematic site, sees your ad, clicks on it and gets to the advertised page.

Banners and teasers are used both by sellers of "doubtful" goods and large companies with a well-known brand.

Viral advertising

Viral advertising - videos, pictures or text that are distributed by users themselves. People who see these ads in their newsfeed or featured content will definitely read them. But most often they will not become clients, because they were not originally your target audience.

Content Marketing

Content marketing is the publication of useful content on the website, in social networks, on third-party sites. A user who has read a useful article or collection can “convert” into a client or become a regular reader.

Everyone tries to publish interesting and useful content. Large promotion agencies have their own blogs, famous people, companies.

New internet marketing tools

These are new or relatively new instruments that have become widespread no more than 2 years ago.

Native advertising

Native advertising is called "natural" advertising - one that adapts to the characteristics of the site and takes on the form of useful content. The user who sees it, at first does not understand that it is an advertisement, and reads an article or watches a video.

Messengers

Messengers are communication services that can be used in different ways. For example, to use them to communicate with clients: it will be more convenient for the user to communicate via a messenger on a smartphone than to turn on a laptop every time. Sometimes you can conduct mailing lists - a user who has received interesting information will most likely follow the link.

Messengers are still used by a few, most often by small companies.

What online marketing tools do you use and why? Share your opinion in the comments - we are very interested!

Marketing tools

Marketing has a fairly extensive set of tools that form marketing system enterprises. However, they single out the main set of tools that form a strong bond between the company and consumers. The main marketing tools contribute to the definition of the product, marketing, pricing and communication policy of the organization. The main marketing tools are selected through procedures such as marketing mix and marketing mix. Product, price, location, promotion are the main marketing tools that make up the classic marketing mix. Better known as the concept called "4P". But, it is worth noting that this concept has its drawbacks. It reflects mainly the interests of sellers rather than buyers. Obviously, in the current market situation, it is also necessary to focus on the consumer, which is why, in parallel with the classic marketing mix, there are many concepts where the main marketing tools are supplemented by other equally important components - packaging, sales through sales representatives, personnel, etc. .

According to official data from a survey of marketers, which was conducted in 2014, the most effective marketing tools were: consumer segmentation, media advertising, competitive intelligence, consumer surveys, discount programs etc. Little used, therefore not effective: benchmarking, outsourcing, communication through blogs.

Thus, the main marketing tools have their own product policy, using which new products are introduced to the market, work is carried out with the assortment, and products whose life cycle is completed are removed from production. This also includes after-sales service, product quality assurance, and service rules. Pricing policy deals with such marketing tools as pricing, installments, discounts, loans. Sales policy is armed with such marketing tools as marketing research, development of new markets, sales. Communication policy is provided through advertising and PR.

It can be concluded that the main task of marketers is to select the most effective complex, which will include the main marketing tools that can ensure the implementation of the company's marketing plan at the lowest cost.

The role of the marketing department in the activities of the enterprise

marketing price management

Efficient production management in conditions of unstable market conditions involves the organization of a specialized marketing service at enterprises.

A visual diagram that characterizes the role and place of marketing services in the enterprise is shown in fig. one

This scheme is not an organizational structure of the enterprise management, because it does not present the structural components, but only the main, from the point of view of marketing, management functions are indicated. The head of the marketing department performs mediating functions between departments and employees of the enterprise involved in product development, its production, sales promotion, distribution, sale, after-sales service and product consumers. At the same time, the head of marketing and his apparatus monitor the state of the external marketing environment, paying primarily attention to the activities of competitors.

The main task of specialized marketing services is to keep the course on the consumer, constantly monitor what he needs, and also closely monitor the activities of competitors, identify their strengths and weaknesses, based on the results, determine the direction of improvement of their activities, bring this information to all other departments of the enterprise. Thus, developers receive from marketing services information about the development of the product, about the direction in which it is necessary to improve the manufactured products, and which one to develop in the future.

Picture 1

Manufacturers will find out what the range of products should be, what are the terms for updating them. Units associated with pricing, based on information received from the marketing service, should be able to correctly determine prices. Personnel service respectively resolves issues of dismissal and hiring, retraining, etc. At the same time, the marketing service must have an accurate idea of ​​​​the capabilities of the enterprise, so that, while developing it, it should not break away from the real life of the enterprise. The considered scheme is very important as a base, foundation marketing activities. It is possible to draw up job descriptions based on this basis. But this does not mean that the production and functional units of the enterprise cannot independently communicate with consumers, do not study the situation with competitors, etc.

but this activity the enterprise is directed and coordinated by the head of marketing services, whose employees also conduct specific marketing research.

Based on the foregoing, we can conclude that marketing is the leading function that determines the technical, production policy of the organization, the style and nature of the management of all business activities. Marketing specialists are located at the initial stage, and not only at the end of the production cycle. Marketers must establish and convey to each employee that the consumer wants to see what kind of product, what price he is willing to pay for this product, and where and when this product is needed.

Specialized marketing services affect the implementation of all the most important functions of the enterprise.

Studies have shown the following: in the management structure of the marketing service of enterprises, functional units such as the marketing group and the sales service are expedient.

1. Marketing group (market research group). It is created on the basis of the planning and economic department of farms.

2. Sales service. Performs the following functional tasks: organization of sales; collecting information about potential buyers, studying their tastes and needs; collection of information about external and internal competitors; primary analysis and systematization of the collected information; organization of advertising; study of quality standards and legal documents.

Functional tasks of the marketing group:

setting goals and objectives of the enterprise, taking into account development trends for the short and immediate periods, the long term;

analysis and evaluation of the enterprise's own capabilities, primarily production, economic, material and resource, personnel;

development of a strategy and tactics of marketing activities in relation to the specifics and conditions of your enterprise;

creation of a data bank for systematization and analysis of all commercial and economic information, according to the conjuncture of potential sales markets;

orientation of production to meet the needs of consumers,

increase in efficiency entrepreneurial activity, profit and income, increase the competitiveness of the enterprise;

if necessary, development of measures to reform the enterprise;

training of the personnel of the enterprise in the methods and principles of marketing work.

The size of the enterprise, the types and volumes of products produced, the methods of their marketing and Maintenance, the specifics of sales markets and customer groups, the conditions of competition - the organization of the marketing group's activities depends on these and many other factors.

When compiling a production program, the marketing group must take into account the following key points:

the share of government supplies in the structure of marketable products;

the fact that the rest of the products through wholesale trade must be independently sold by the commodity producer.

If a group of enterprises decided to combine their efforts in marketing activities to resist competitors in the market. It makes sense to single out a brokerage house as part of the sales service. Its basic functional purpose is the sale of wholesale batches of industrial products, the implementation of intermediary activities, the conduct of exchange speculation, and as the transition to wholesale trade- carrying out operations to protect price risks.

The structure of the sales service includes:

specialists in the analysis and forecast of market conditions for organizing advertising, collecting information about competitors, calculating indices of positional competitiveness of commodity producers, processing information from sales and production departments in order to prepare operational analyzes and forecasts for farm management;

specialists in organizing sales of manufactured products through small-scale wholesale and retail trade, collecting information on the market, selling products purchased from the population, reselling non-food products.

The sales service should bring profit to enterprises from the sale of products produced in other farms, as well as from independently conducted intermediary operations.

Protection from entrepreneurial risk is one of the main tasks of the marketing management system in an enterprise.

In wholesale trade, it makes sense to implement this protection by concluding special contracts-transactions that provide for compensation for lost profits due to inflationary processes when delivering products "forward" with their subsequent payment, as well as special provisions providing for compensation for lost profits at the expense of the guilty party in in the event of breach of agreements.

In small wholesale and retail The following protective measures will be effective:

providing sales agents and sellers with weekly price quotations with a forecast of trends in their change for the next 10 days, and during the period of mass ripening of the crop - in 2-5 days;

channel usage mobile communications with management in case of unforeseen situations;

conclusion of long-term contracts only with the most experienced, proven employees;

introduction of a threshold selling price.

The threshold selling price is the minimum selling price below which it is impossible and impossible to sell, since the manufacturer will incur losses.

At present, the following areas of marketing management structures have become widespread in domestic and foreign practice.

Functional orientation is the most suitable option for relatively small enterprises that form their marketing service; at the same time, the variety of products manufactured and sold by the enterprise, as well as the number of markets, is small. The functional marketing organization is the simplest, but however, its effectiveness decreases as the product range grows and the number of sales markets expands, since there is no person (except for the marketing manager himself) who is responsible for marketing individual products in general or for marketing activities in certain areas. markets.

The scheme of the functional organizational structure of marketing management is shown in fig. 2.

Product orientation management, which consists in the fact that each product or group of similar products is assigned a separate marketer; with this orientation of marketing, workers are specialized and have the opportunity to coordinate their efforts to solve common tasks organizations; this concept is effective when the requirements for advertising, marketing and service organization are significantly different for each product.

Figure 2

The advantages of this type of organizational structure of management are as follows:

a product manager has the ability to coordinate various activities across the entire marketing mix for that product;

the manager can quickly respond to market demands;

all product models, both in high demand and less popular among buyers, are constantly in the field of view of the manager;

it is easier to identify capable employees, as they are involved in all areas of operational marketing activities.

However, this type of organizational structure, especially when functional marketing services exist in parallel at the enterprise, also has certain disadvantages:

the manager responsible for a certain product is not endowed with powers that would fully correspond to his activities;

a product organization is often more expensive than expected. Initially, managers are appointed for the main products. However, managers soon appear in the structure of the enterprise, responsible for a less important product, with their own staff of assistants;

employees of product departments may have double lines of subordination: to their immediate supervisors and heads of functional marketing services.

The regional orientation of the management structure - the main feature of this structure is that here specialization is taken not by goods, but by markets. It applies when a large number of markets, but the range of products is not too extensive or homogeneous enough and makes it possible to more deeply study the needs of buyers specific to each region, to organize advertising and sales promotion more effectively, while taking into account local characteristics.

The main advantage is the concentration of marketing activities around the needs of specific market segments, and not around individual products, which takes place in the product marketing organization. The disadvantages are the same as the disadvantages of a product marketing organization.

In an effort to minimize the cons and shortcomings, and take advantage of the product and regional orientation, enterprises will strive for a segment-oriented marketing service.

Each marketer is responsible for working with a certain segment of potential buyers - this is the essence of segment orientation.

Selection of promising market segments - One of the most important tasks that an enterprise marketing management system should be aimed at is the selection of promising market segments. All this is due to the fact that the state has reduced purchases of products.

Thus, marketing management in enterprises involves the creation of a specialized marketing service that will deal with the most important issues of production and marketing of products.

In 2018, actively promoting your business online is the norm. If you don't, you're throwing money down the drain.

But here's the problem: Internet marketing itself, at first glance, may seem rather complicated and incomprehensible. Until now, some entrepreneurs are afraid to step on its seemingly shaky ground and refuse to implement those tools that have already proven their effectiveness in practice.

The purpose of this article is to debunk the myth about the complexity of Internet marketing and present it in the context of the main strategies. The list included only those that are working now and will be effective in the future. No tricks or secrets.

There are only 7 such strategies, but in each one you can highlight a lot of interesting tactics and actions that will help you reach a new level.

Content Marketing

Content is the backbone of the entire Internet. Almost everything you see on the Web is content in one form or another: for example, videos or photos of cats, smart (and not so) blog posts, infographics, etc.

Google gives a great definition of what content marketing is:

“This is a type of marketing that involves creating and sharing online content (videos, blogs, social media posts) that does not overtly promote a brand, but draws attention to it and stimulates interest in its products or services.”

2. Search engine optimization of site pages (internal optimization)

In this step, you optimize the content of the page and its HTML elements. When preparing content for a landing page, you need to try to get such material, the chances of which to take the first lines in the search results will be quite high.

3. External optimization

External optimization will also help you improve the position of the site in search results, but for this you do not have to do anything on the site itself.

When experts start talking about external optimization, they usually mean link building, increasing the number of resources that link to your site in their materials. In addition, however, external optimization should be understood as the promotion of content through social networks.

4. Technical SEO

Technical SEO is a non-content optimization technique that also makes it easier to search engines scanning and indexing.

Technical SEO usually starts with a technical SEO audit.

Conversion Optimization

The main task of marketing is to get conversions. Therefore, it is quite logical to be the first to do things that directly affect the number of conversions. This is the basis of what is called (CRO).

CRO can be thought of as a combination of UI/UX (user interface/user experience) and copywriting. With copywriting, you deliver the message you want and then use design elements (UI/UX) to make it easier for the visitor to achieve their goals and ultimately convert.

Now for some basic conversion optimization strategies.

1. Conversion focused web design

Web design is where conversion optimization starts. Sorry, but if your site looks like it's still 2001 (like the Wikipedia page in the example below), you'll have a hard time converting anyone.

You want people to trust your landing page. Here's what you need for this:

• modern design;
• social proof;
• reviews, reviews;
• Contact Information;
• logos of well-known companies with which you work;
• social trust signals (eg number of followers, etc.).

All landing page templates in our Gallery meet all the above standards and are suitable as a basis for creating your first landing page in .

2. Headline Optimization

Whether you're optimizing your landing page for organic search or contextual advertising, improving your title is one of the easiest things to do and has the most high rate ROI.

First, look at what headlines your competitors are using and come up with similar ones. As soon as you have the first headlines at your disposal, you can start testing.

3. Calls to Action (CTA)

A call to action is a way of telling a website visitor what action they should take and why. Main page Netflix is ​​a great example of a simple yet effective CTA.

4. Social proof

It embodies the idea that the chance to convert a visitor into a buyer is higher in the presence of specific trust signals (number of subscribers/followers, the presence of "likes", positive reviews, reviews, etc.).

5. A/B testing (UI and UX elements)

What color button should you use: red or blue? Should it be in the middle of the screen or, for example, on the right? A/B testing, also known as split testing, is a tool that will help you get answers to these questions and more.

Social media

Today (social media marketing, SMM) is a well-known tool for promoting Internet marketing. But there is one misconception about it: supposedly the main and only goal of SMM is to remain visible to its current audience, to be in touch with it. This is not true.

But how to do that? That's right - with content. Damn good content.
And there are some great tactics for that.

1. Choose the right channel

If you want to appeal to an older male audience, Pinterest is not worth using. You won't see results. Simply because it is a predominantly female social network.

In other words, before you start wasting time on social media marketing, make sure you choose a channel that is popular with your audience.

2. Social Listening (monitoring of social media)

You may not think of social media as a customer support channel, but it's one of the best options.

Reputation management through an active social presence can save your business from negative press or, on the contrary, help you get the most out of any event that is favorable for your business (that is, a "hype").

Paid advertising

Sometimes in marketing, you have to pay to get results.

One of the most famous platforms in Russia - Google Adwords, Yandex.Direct, Vkontakte and Facebook, but there are hundreds of others that you can test.

Most marketing channels don't start making money for you until after a while, but the great thing about paid advertising is that it can deliver results right away.

Below you will learn about some of the most famous paid advertising platforms.

1. Google Adwords

Google Adwords is a form of paid advertising, also known as PPC (pay-per-click, pay per click), where you pay every time someone clicks on your ad shown on the Google Search or Display Network. Yandex has a similar network.

Yandex.Direct, like Adwords, can be extremely effective in driving customers to your website or landing page.

2. YouTube ads

YouTube has over a billion users who watch over a billion hours of video every day. This is a huge number of people that you can reach with your ads.

Advertising on social networks Vkontakte and Facebook is known to be an effective and inexpensive form of digital advertising. When it comes to discussing the most effective internet marketing strategies, this type of advertising tends to be one of the first to be named because it is known to get results.

4. Algorithmic advertising purchase (programmatic advertising)

talking plain language, is the purchase of digital advertising space through technology that automates the buying process. The advertiser purchases ads through a demand-side platform (DSP).

The data management platform (DMP) is used to collect data with subsequent analysis and audience segmentation. These audiences are often routed to the DSP in order for ads to be more targeted.

Wikipedia's definition of retargeting is:

If someone lands on your landing page by clicking on a PPC ad and then leaves without converting, it's possible they'll never come back. But with retargeting, you can keep showing that person an ad for the product they viewed on your site.

Influencer Marketing

And all because you trust your friends. After all, they are friends. Actually, that's how it works. The same bloggers stop being strangers on the internet and become people you trust.

According to Wikipedia,

“This is a form of marketing that focuses on influencers rather than the target market as a whole. It identifies individuals who have influence on potential buyers, and focuses marketing activities around them.

Influencer marketing can deliver amazing results, but only if your product is really, really good. A cool, in-demand product or service is your best marketing strategy.

Putting It All Together: Digital Marketing Funnels (and Measuring Results)

There are many strategies, and they are different, but is it important for you to combine them into a single plan, which will ensure the profitability of the business?

Building a Marketing Funnel

Situations when a person visits your landing page for the first time or sees an ad immediately buys your product are quite rare. Everything is always much more complicated and confusing.

The marketing funnel takes someone who knows absolutely nothing about your brand and turns them into buyer status.

A typical funnel looks like this:

The terms Suspect and Prospect are used to refer to potential customers, but Suspect is someone who may be interested in your product, and Prospect is someone who is ready to buy it, but has not yet bought it

Typically, marketers use search engine optimization to get people to the top of the funnel (the awareness stage). Then email marketing, conversion optimization, etc. convert these people into leads (stages of interest and desire). Finally, paid advertising and retargeting drive those leads to a purchase (the action stage).

But here's an important point: building a complex, fancy funnel is not always necessary. Sometimes it is enough and simple.

And remember, no matter what strategies/tactics you use (or don't), you should always measure your success.

Conclusion

The above list of Internet marketing tools is by no means exhaustive, but it covers the most basic ones that are in demand today and will not lose their relevance in the near future.

If you do everything right, these techniques will definitely give their result.
Just do not forget that Internet marketing is in constant improvement and development. No one knows with 100% certainty which strategies will work ten years from now.

All you can do is educate yourself and always be aware of what works now and what will be useful tomorrow. Subscribe to our blog and stay up to date!

Modern business has such a wide arsenal of analytical tools that its representatives, as a rule, are at a loss before choosing, so they often stop at only one of the methods. However, only in combination marketing analysis tools provide the most profitable business.

You will learn:

• What are the classic marketing research tools.
• Which of them are currently being successfully used.
• How they work.
• What are the most common mistakes that occur when using them?
• How to effectively use modern marketing analysis tools.

How marketing analysis tools work and what goals it pursues

1. Market research and substantiation of market growth/fall trends.

According to the definition of marketing science, the concept of "market" does not mean a place where goods are sold, but a community of relationships between a seller and a buyer, each of which has its own goals and objectives, needs and requirements, material values and others. Therefore, the purpose of market research is complex and aimed at competitors and consumers.

2. Analysis of the main factors influencing the demand for goods/services.

The reasons that determine the popularity of a particular product (service) are endless. Demand is influenced by seasonality, opening hours, incorrectly chosen target audience, erroneous pricing policy, aimless promotions, and the like. The main task is to detect problems, analyze them and eliminate them.

3. Analysis of enterprise pricing.

When studying the marketing activities of the company, this task is paramount and main. With the use of special methods, the nature of the increase (decrease) in prices is determined, a comparative analysis of the pricing policy of competitors is performed, and the prices that are most beneficial to the seller and consumer in a specific period of time are selected by the calculation method.

4. Study and identification of real and potential competitors of the enterprise.

It often happens that without a full study of the competitive environment and the viability of their products, entrepreneurs are deeply mistaken in building a business promotion strategy. Determination of existing and potential competitors will allow you to correctly disperse your forces, draw up a unique commercial offer that can distinguish your company from many others.

5. Assessment of the competitiveness of the enterprise as a whole, identifying ways to increase competitiveness.

6. Conducting a complete SWOT analysis.

SWOT analysis involves studying the advantages and disadvantages of enterprises, as well as their potential and risks. SWOT analysis gives a comprehensive assessment of the state of the organization (inside and outside), which will help to discern its strengths and weaknesses:

• strengths - strengths;
• weakness - weaknesses;
• opportunities - opportunities;
• threats - threats.

7. Selection of the most effective methods and forms of product marketing, development of an enterprise marketing strategy

So, we have considered the key tools of marketing analysis, using which you can reveal the whole panorama of the company's activities from the inside and outside.

Classic marketing research tools

With the advent of new achievements in science and the development of social thought, the methodological foundations of marketing are also undergoing changes. Despite the fact that very diverse techniques and methods are used to solve emerging problems, there are still two basic directions in this area - analytical and prognostic and general scientific.

Additionally, marketing research tools are classified as follows:

• Complex analysis. At this stage of marketing research, a separate market situation acts as a special system with a complex structural dependence. The study of this issue allows you to build a strategy and tactics to improve the current circumstances.
• System analysis. Any position in the market is analyzed as an object with its own cause-and-effect relationships. Thus, the development of computer technologies directly depends on the human need for information.
• Program-target type planning helps to determine the policy of the company and its course of action in the market. System analysis is the basis for the planning of every organization.

Methods and tools of marketing research and integrated and system analysis often used in parallel. Sometimes they are inseparable from each other. This is explained by the fact that an objective judgment is formed only when all market relations and their aspects are established.

Accurately chosen methods of collecting information become marketing analysis techniques that allow, with the least errors, to evaluate the necessary information about a product (service) or market condition. An error-free method will bring the client closer to the desired goal - increasing profits.

Several traditional marketing tools are known.

• Questionnaire- the main and most accessible way of conducting research . Many organizations systematically conduct surveys of their target audience.
• Interview requires the presence of an interviewer . Only this person can professionally conduct a conversation, asking the right questions to clarify the nuances.
• Group discussion management- a tool, the most popular type of which is considered to be a focus group. Here marketers and experimenters are in continuous search, minimizing the obvious disadvantages of this group.
• Field studies– observations that help to assess the immediate state of the subject of research in its natural conditions of existence.

Direct communication can be conducted in person, by phone, online (emails, survey form on the company's resource) and in other ways. Method selection marketing evaluation determined by the goals set by the company.

In the current market conditions, completely unique marketing research tools are emerging, which are subsequently actively used in business.

Expert opinion

We analyze consumer preferences in order to build our production

Vladimir Kupriyanov,

general manager OJSC Vyazemsky Machine-Building Plant, Vyazma (Smolensk region)

There are never too many advantages - this should be remembered, although marketing in our industry is already well developed.

As a rule, we focus our production on meeting the needs of consumers, while studying data on their preferences based on surveys and monitoring of market potential. This tactic allowed our enterprise to survive and strengthen, while the planning system was collapsing.

We engaged in marketing research of the market: first, we determined what manufacturers offer in this area, what products they have greatest demand. On the basis of the collected monitoring data, launch copies were released, analyzed and started to be promoted. Using the information received, they formed their own marketing policy. Currently, we are intensively studying the possibilities of competitors, including Western manufacturers.

We try not to get hung up on the existing results. If, using marketing analysis tools, we find something useful for ourselves, then we will definitely bring it to life. I believe that analytics is the foundation for the work of marketers. It is she who should be given special attention at different stages of development of the organization.

Modern marketing analysis tools

• V modern world The main trend of marketing trials is undoubtedly internetization and digitalization. In other words, marketers are increasingly immersed in the Internet.

This important trend has given rise to a kind of "big data", or big data. They are colossal arrays collected by marketing agencies, for example, in the process of a panel survey. This includes customer databases owned by ISPs, mobile operators, etc. The burning question is how to process such big data to find out information about consumers and their actions?

The solution to this problem affected the structure marketing agencies: Now the need for digital specialists is increasing. Large Internet companies are embarking on a path of marketing trials.

Huge flows of information require new ways of processing and evaluation. From one point of view, integration, synthesis, merging of individual data, that is, data fusion, is required. In contrast, different streams of information from a single source, that is, a single source, are receiving serious attention.

Now clients of companies that conduct research pay less and less attention to the indicativeness of surveys. At the same time, the accessibility of target groups becomes more difficult: the mobility of informants who value their time increases; in addition, interviews become more complicated and longer, causing fatigue of the interlocutors. These difficulties are successfully overcome through digital technologies. In addition, conducting surveys is moving as much as possible to places of real action (cafes, points of sale, parking lots).

• Another popular area of ​​marketing research is glocalization(the process of economic, social, cultural development, characterized by the coexistence of multidirectional trends) and the expansion of new markets. This trend is contradictory, as evidenced even by its definition. First, there is a growing number of decisions to conduct research using marketing analysis tools made at the global level. Their digitalization reinforces this desire. For example, Internet surveys are carried out without the involvement of a local research company. Secondly, consulting is carried out only locally and nothing else.

In this regard, despite the global expansion of digital technologies, niches for unshakable classical studies (for example, telephone surveys, face-to-face conversations, in-depth interviews, focus groups) remain relevant.

The latest trend has been expressed in the hypertrophied concern about the protection of personal data, which has led to the digitalization of life, so the overall market will greatly depend on this course.

According to the main orientation, the key tools of marketing analysis are now focused on digital technologies. First of all, these are Internet surveys, which, by the way, have long passed from innovative events to everyday ones. Today, according to ESOMAR, the proportion of such surveys is twice or more than the percentage of personal interviews. In our country, the latter is still a priority, but the trend is similar. Despite everything, the era of face-to-face interviews is drawing to a close.

Now every large company has its own online panel that contains respondents who agree to participate in online surveys.

In general, network research is just perfect for interviewing the target audience when testing advertising, product tests, commercial tracking, customer loyalty assessment and price research.

The main disadvantage of online surveys is their limited representativeness. Currently, the creation of indicative Internet panels with offline recruits according to the structure of the population strata is coming to the fore. If the respondent in the sample does not have computer equipment, then he is provided with it. Similar panels are already available in the Netherlands and the USA.

• When discussing digital technologies, one cannot ignore CAPI– an effective methodology for collecting data. Nowadays, tablets are most often used for this. With their help, they not only carry out surveys that are unthinkable without a computer, but also accumulate information while the informant performs specific actions relevant to the study, for example, when buying, talking with staff, choosing a product, etc.
• A relatively new direction in the field of digital technologies are quality online research in blogs and forums.

A large series of modern research methods is based on the analysis of the actions of visitors on the Internet from their mobile and stationary devices. For quite a long time, the computer equipment of the survey participants was supplied with special programs, the so-called. cookie to track all communications with advertising.

More serious programs (for example, Leo trace) help to record all the actions of the respondent in the network. Such marketing analysis tools give a detailed picture of why a visitor had a desire and subsequently formed a decision to purchase a particular brand.

• Data fusion, or data union. This approach processes the information of several panels at the same time, for example, a trading panel, a panel of doctors and consumers.
• Single source, or data from a single source. For example, this is information about viewing and listening to television and radio advertising, online behavior and purchases of a particular respondent. The single source method is a big breakthrough, greatly enhancing the capabilities of analytics.
• Big data, or big data. First of all, this is a combination of the two previous panels. The second is the analysis of public media, which contains a large amount of useful marketing data. This assessment complements the classic brand survey.
• And finally, another marketing analysis tool - return path data(return data of cable operators), where there are huge databases of TV viewing.
• There is an interesting innovation in the use of digital technologies − User experience(studying user experience) . Nowadays, consumers use a variety of electronic equipment - from smartphones and computers to washing machines. The main requirements of consumers are the functionality and ease of use of devices. And it's worth studying. User experience represents efficient view surveys, during which the respondent uses a gadget, and marketers technically monitor and record his actions, and then offer surveys.

It should be noted that all current research is based on consumer experience. Before that, the focus was on the product, but now the consumer has taken its place.

• For brand research, more and more attention is paid to me brand– definition own brand respondent . For example, for this purpose, associative methods of analyzing consumer loyalty to trademark, so-called brand relationship metaphor.
• Over time, the consideration of relationships with the consumer also changes. For example, there is a passive viewing measurement, in which the measurement data is correlated with the buyer's media plan. This allows you to determine opportunity to see(chance of viewing ads) .
• In addition to the usual studies of communicative means and their influence, today more and more actively studied touch points(points of contact of the buyer with the products and their parameters). The relationship with a brand is always multidimensional and complex. It is expressed not only in advertising and promotions, but also in queues, lighting, musical accompaniment, cleanliness, etc. Each survey has its own set of points of interaction with a product (service).
• Together with the analysis of consumer experience in the number the latest technologies included and co-creation with the consumer: observers do not just collect data from respondents, but also involve them in the development of new theories.

Today, another important place is occupied by innovations that require management, and this requires information. Now innovations are becoming a separate object of study together with the complex use of several marketing analysis tools. An example is the study of the promotion of a new product, when, along with tracking installations in the mind of the consumer, a lot of external causes: product niche dynamics, economic forces, communications.

• Currently, methods of studying the direct reaction of the respondent to events are being practiced quite successfully, including body responses. The study of these reactions is now entrusted to neuromarketing.

Expert opinion

SWOT analysis as one of the marketing tools

Mikhail Kapatsinsky,

General Director of M-City Information and Postal Service LLC, Moscow

SWOT analysis refers to the formal ways of creating a marketing policy. First of all, it is necessary to perform a marketing audit, write down strong (for example, well-coordinated work of the team) and weak (gaps business connections) company locations. In the next stage, they study the market to analyze the prospects (for example, market development) and risks (for example, government intervention) for the organization that affect the outside. The third stage is data tabulation and analysis. Given the potential opportunities and risks, the pros and cons of the company, they are considering further options for engaging strengths business and troubleshooting.

By comparing the identified third-party threats with the local features of the company, it is possible to outline a strategy for the further development of the company. At this stage, we have already clarified for ourselves the question: “What does the company do?”, Now we should answer the following: “Where are we going?” and “How do we get from the current position to where we want to be?”.

Six Common Mistakes When Using Various Marketing Analysis Tools

Mistake 1. Incomparable data. In Soviet times, excellent statistical techniques were developed that made it possible to collect accurate data, but it was almost impossible to work with them. For example, one group of data was expressed in natural terms, the other - as a percentage of gross income, the third - in shares of growth against the previous period, the fourth - in terms of per capita. Such manipulations are now being performed by many companies that provide the transfer of objective information. However, at the same time, some people want to look better, while others, on the contrary, want to be gray so as not to attract attention to themselves.

Mistake 2. Confusing terminology. Imagine that we need to find data about some industry. One publication indicates the proportions between enterprises A, B, C in the form of 13%, 14%, 25%, the other publishes figures of 16%, 9%, 18%. We find a review online, where these figures are presented as 12%, 16%, 18%. Which source is reliable? Imagine everything! Since in each of them the market shares are indicated. Nevertheless, upon closer examination, it becomes clear that these shares are different: in the newspaper they are published as natural indicators (in units), on the Internet they are shown in financial terms (as turnover). But when studying the charts without reading the text on each of them, you can see seemingly identical parameters of market shares.

Mistake 3. The source of the received data. Finding information in open sources, sometimes you can notice obvious discrepancies in the numbers associated with the deliberate use of an unreliable source. Analysts will always be able to figure out when and why the numbers were changed. This allows you to define your own confidence coefficients for each source of information. Very often you can notice in rating reviews a note: company data. Knowing the market situation and knowing the policy of all surveyed companies, one can guess that it is more profitable for some of them to overestimate, and the rest to underestimate their data. Of course, trust indices are not an accurate assessment, they are just expert opinion. But if a specialist is fully qualified and well aware of the market, his ratios will almost correspond to reality.

Mistake 4. Unqualified data processing. Consider an example. Implementation information is now common household appliances that come from some trading network. At the same time, journalists act in an elementary way: having data total sales of household appliances throughout Russia, determine the percentage of brands sold in a particular network, which gives them sales figures for each brand across the country! Of course, these data cannot be trusted.

Mistake 5. Wrong questioning. Most often, the results of the study are distorted even in the process of preparing for the survey: incorrect wording of the items of the questionnaire, errors in the selection of respondents, bias of the interviewers and other shortcomings. In order to avoid failures, it is better to involve professionals in the work, or at least invite an expert to study (evaluate) a completed questionnaire.

Mistake 6. Subjective opinions. When conducting surveys of citizens (consumers, suppliers, other segments of the population), one must take into account that they do not always tell the truth. It's not a question of deliberate deception, it's just that people think of themselves (want to appear) better than they really are. For example, one big book store conducted a survey of its visitors: each leaving was offered to fill out a simple questionnaire.

The vast majority of respondents spoke about their commitment to the works of Pushkin and Dostoevsky, refusing even the thought of detective stories. People reported that they come to the bookstore only for textbooks, and in the art genre they prefer only the classics. Naturally, comparing sales figures with the results of a survey will make even a stubborn optimist lose faith in any survey forever.

These (and other!) troubles can be prevented by knowing for sure why, who and with what level of specification conducts the survey; to whom and how much accurate information is needed; what marketing analysis tools to choose in each situation.

Practitioner tells

Today, many marketers are interested in how the brain of customers works when buying.

Tatyana Komissarova,

dean high school Marketing and Business Development National Research University Higher School of Economics, Moscow

These days, marketers are trying to understand how the consumer's brain functions during a transaction. With this information, it is easy to understand the consumer's journey from idea to purchase. All this makes it possible to effective advertising, catchy product and logo design.

Example. The Sam's Club line of stores has taken up the sale of "green" products and has prepared three logos. To select the best of them, the firm connected a neurolaboratory. Its employees attracted people who are ready to buy environmentally friendly products and put EEG brain machines on their heads. In this way, it was planned to establish brain activity when contemplating logos. The pictures were shown on a computer in random order (single and in pairs). During the analysis, behavioral and neurological data were taken into account. As a result, the logo that caused the maximum response of the brain was chosen.

Three tips to help you use marketing and marketing analytics tools effectively

Tip 1. Find optimal analytical approaches.

To properly develop a set of marketing measures, companies should consider the pros and cons of each marketing analysis tool in order to choose the best ones that allow them to effectively implement corporate policies. Speaking about the methods of analytics, their most preferred options should be emphasized.

1) Modern analytical methods such as modeling of a complex of marketing activities (Marketing-Mix Modeling - MMM). The principle is based on the processing of huge amounts of information to understand the cost effectiveness of each channel. This approach implies a statistical interdependence financial investments in marketing and other factors that determine sales.

At the same time, they take into account external conditions(seasonality, advertising companies actions of competitors). This method allows you to control not only the dynamics (the transience of changes in consumer loyalty and customer segmentation over time), but also the kinetics of interaction tools (the difference in the patterns of using physical and online channels, and in the most advanced models - social networking resources).

The MMM method can be used for the implementation of both long-term strategies, for the future, and for short-term tactical planning. However, it has several drawbacks: it needs accurate information about marketing and sales costs for a specific quantity past years; does not allow studying events that practically do not change over time (for example, outdoor advertising); does not allow to analyze the long-term effect of investing at a separate point of relationship with the client (touch point), for example, for an innovative mobile application or a new social media platform.

In addition, for the successful use of the MMM methodology, one should have a fairly extensive knowledge of econometrics in order to understand the specifics of the models and the scenario creation tool, and given the latter, to correctly plan the consequences of financial decisions for the budget.

2) Heuristic approaches such as methodology "coverage-cost-quality" (Reach, Cost, Quality - RCQ). Such a technique involves examining each relationship point from the standpoint of its components (number of target audience covered by services; costs per unique visitor; quality of service), using factual data together with organized analysis.

This approach is usually used when the previous MMM method is inappropriate or impossible, for example: the data set is insufficient; annual expenses are more or less stable (which is often the case with sponsorship); there is a constant persistent interaction that does not allow isolating additional investment results. The RCQ principle stipulates uniform evaluation criteria for any points of interaction, simplifying further comparison. It is quite easy to use and usually does not require any special tools other than a model generated in Excel.

In practice, however, the differences between channels make it difficult to pinpoint the economic value of each touchpoint. In addition, the RCQ method does not take into account the influence of auxiliary factors and relationships, and its productivity is largely determined by the reliability of the initial assumptions.

3) Promising methods such as attribute modeling. In connection with the increase in the percentage of Internet promotion in the unified structure of advertising budgets, the role of attribution in online commerce is increasing. Attribute modeling is based on a selected set of rules and marketing analysis tools that determine how to evaluate sales traffic conversions in relation to each type of communication with the client (email, online advertising, a specific resource or social networks).

Appropriate estimates allow marketers to establish the conditional performance of various investment actions in the network through the prism of sales promotion. The most popular scoring methods are based on simple aspects, like capturing the conversion at the last click (if the 100% conversion index corresponds to the last point of communication with the client that caused the conversion after itself).

Recently, advanced techniques have been gaining popularity that increase the productivity of analysis through statistical modeling, regression processes and important algorithms associated with real-time online trading. Such approaches are deeper in comparison with classical methods. However, for source data, they most often continue to use familiar cookies, limiting the expansion of the data set, therefore, making it difficult to correctly assess the importance of each point of interaction with the virtual client in the network.

Tip 2. Use different tools in combination.

Although some businesses choose to work with a single marketing analysis tool, the most effective results come when methods marketing return on investment(MROI) are used in the complex. This direct marketing data collection and analysis approach minimizes the errors and biases inherent in any MROI estimation method. It allows managers to conveniently adjust budgets, giving priority to areas that are most cost-effective in terms of investment.

How should all of these methods be used together? Let's say 70 percent of an enterprise's marketing budget is directed to popular media (television, radio, print media, and digital platforms). Since for these methods data on consumers can be observed in dynamics, it is rational to use the MMM method. The further costs of marketing through digital channels can be explored in more detail using attributive modeling. It will help you specifically select in general categories (search for the necessary information or display of the necessary data) segments that can give the maximum conversion with a high degree of probability.

The company can then perform a heuristic analysis (for example, through RCQ) to examine the impact of spending the remaining 30 percent on marketing, which can be spent on sponsorships and outbound advertising to reach the part of the target audience that does not watch TV at all.

Building a system of shared data from multiple marketing analytics tools allows marketers to compare performance various methods according to the same criteria. In the future, the company can systematically summarize the results achieved, and the administration will use them to monitor the effectiveness of marketing in real time and adjust processes if necessary.

Yes, some international company, operating in the energy sector, used the RCQ method to analyze and optimize the proportion of outdoor advertising and sponsorship as part of its marketing mix. This made it possible to increase the coverage of the target audience of consumers and raise the effectiveness of marketing up to 15 percent. Next, they conducted an MMM for an in-depth assessment of the MROI of advertising spend on electronic and print media. It was found that every million euros spent on Internet marketing turned around 1.3 thousand new customers for the company. The same amount of investment in television and radio advertising, as well as publications in the print media, contributed to the retention of 4.3 thousand existing buyers, 40 percent of whom were willing to remain brand loyal for a long time. Such conclusions led to an understanding of how to optimally allocate costs and communicate in order to attract new and retain regular customers.

When optimizing the system of marketing measures, there may be a desire to use the maximum amount of funds for the implementation of short-term projects with large ROIs. Such an error is often caused by the fact that an impressive amount of data comes from consumers performing some instant or short-term actions. For example, signing up for a newsletter and advertising about a brand on a smartphone, or purchasing a specific product on sale. Such short-term events usually provide up to 20 percent general sales, while the brand itself, as a long-term asset, ultimately guarantees the rest of the volume. So, companies must keep track of their analytics models so that they can be used to evaluate the effectiveness of marketing in any time intervals.

One of the food manufacturers almost fell into the same “short-term trap” when he launched a social Facebook networks advertising campaign using promotion, holding various competitions, encouraging the publication of photographs and the popularization of applications for joint purchases. At a more economical cost, this approach has brought the company results that are almost similar to those of traditional marketing, which requires large-scale advertising in print media and on television. It's understandable why the company has shifted its marketing spend away from print and TV to social media. But when the calculation took into account the long-term effect, the importance of digital channels fell by 50 percent. If the manufacturer had continued to significantly reduce the cost of television advertising (as required by the conclusions of the classic marketing analysis tool MMM), then the net profitability (present value) of the brand would also have decreased.

Tip 3. Make the analytical approach the basis of work in marketing and sales.

It often happens that design teams outsource analytics to perform analytics or delegate it to their own analytics departments. But when analysts present their findings, the same design teams are sometimes reluctant to use them because they misunderstand the bottom line or don't quite trust the numbers.

To solve this problem, marketers should work closely with data scientists, market research experts, and digital analytics professionals to discuss initial premises in detail, set out hypotheses, and specify quantities. In addition, companies need to prepare so-called “translators” from their employees who understand the language of analytics and speak in a business style. For example, a financial company has appointed consultants from the marketing department in order to combine the analytical and creative sides of this division. The consultants helped analysts solve commercial problems, and they explained to creative workers how analytics create informative support for marketing programs. Thanks to this interaction, the time to develop measures to increase MROI was halved.

Efficiency and flexibility play an important role in this. When determining the content of media channels, one should take into account the target structure of the set of marketing activities and analytical conclusions from the purchase process. As relevant results become available, they need to be compared with target figures in order to properly adjust the structure and budget of marketing measures.

For example, attributive modeling can be very useful for operational correction advertising campaigns, since the costs of digital channels change almost instantly. Our research shows that market leaders can redirect up to 80 percent of their spending to digital marketing in a single campaign.

Every year there are growing claims to the heads of commercial departments regarding the return on investment in marketing. They have not only the data to make the most effective decisions, but also the necessary marketing analysis tools. We believe that a holistic approach to research is the main criterion for finding market intelligence and organizing sales growth ahead of it.

• How to write a marketing plan: recommendations for the manager

Five Useful Books on Marketing and Marketing Analysis Tools

1. "Competitive intelligence. Lessons from the trenches” (John E. Prescott, Stephen H. Miller).

Like serving in the military, the companies and corporations involved in the battle must know exactly who they will compete with in the pursuit of success. Therefore, competitive intelligence is increasingly asserted in the structure of current companies. However, it does not apply to industrial espionage; this is a completely official way of collecting data on competitors.

Most of the authors, formerly in the intelligence and Western intelligence agencies, and now in high positions in successful corporations, teach how to organize the activities of corporate groups. competitive intelligence; attracting sales workers and other "front-line" structural units there; establishing the collection, research and promotion of information; evaluating the efficiency of competitive intelligence in monetary terms; issuing them to management.

The publication is recognized as a storehouse of practical advice for the work of marketing services, security departments financial institutions and companies, for all who are interested in this sensitive area.

1. Marketing research consumer market (Anurin V., Muromkina I., Evtushenko E.).

This tutorial advantageously different from similar publications. The theory is built on examples of practical marketing campaigns Russian market consumer products. The authors have demonstrated schemes for using various search methods and marketing analysis tools - cluster research, multidimensional scaling, the "ideal point" principle, and many others. The marketing research plan presented by the creators is designed for enterprises operating in various niches of the consumer market. This work is based on the courses "Consumer Behavior", "Marketing Research", "Applied Sociology". It is recommended for teachers of commercial and economic sciences, students, employees of marketing structures.

1. "Marketing research: information, analysis, forecast" (Belyaevsky I.).

The book talks about the main complexities of the theory and practice of marketing research.

It outlines the principles of collecting and processing the necessary data, presents methods for analyzing and modeling market conditions, shows examples of studying the dynamics and stability of the market, and describes ways to test the market's response to a change in the economic situation.

1. "Marketing research. How they do it in Russia” (Berezin I.)

• Why do marketers study the market?
• How to organize your own research?
• Where to order such services?
• What is their cost?

This is a short set of questions that CEOs of companies, heads of marketing services or advertising departments ask themselves - in general, those who have to decide on the conduct of marketing tests. Based on the experience of domestic business reality, the author talks about marketing technologies, considering in detail the advantages and disadvantages of quantitative (surveys, questionnaires) and qualitative (focusing, in-depth interviews) methods.

1. "SPSS version 10" (Buyul A., Zefel P.).

The presented work contains the optimal amount of information concerning the theory of statistical analysis. But the main attention of the creators is directed to the features of the application and the potential of individual marketing analysis tools, as well as to the interpretation of the results. Additionally, the book shows the presentation capabilities of SPSS 10, far beyond the functionality of standard business programs.

In the process of translating this book, it was taken into account that the majority of users have an English version of the program, so all dialogs and schemes for issuing the results of applying statistical methods are duplicated in two languages, Russian and English, to simplify work with a non-local version. This also applies to the graphics issued by the program. The examples given in the publication have been tested for performance and reliability of the results.

Information about experts

Mikhail Kapatsinsky- Founder and CEO of the M-City information and mail service, one of the largest direct marketing agencies in Russia. He has been working in the DM business since 1994. Author of more than a dozen articles, publisher of the MarketingPRO magazine, organizer of a number of DM seminars and conferences. Since 2005 - President of the Russian Direct Marketing Association.

Information and mail service "M-City" founded 9 years ago, is a member of the Russian Direct Marketing Association. The company provides a full range of services for the development and implementation of direct marketing campaigns, including mailing list(direct mail), telemarketing, courier delivery, renting legal databases, processing responses, printing and packaging personalized correspondence, supporting loyalty programs and catalog sales.