List of 500 useful tools for marketers. Effective marketing analysis tools. Types of marketing tools for offline business

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From this article you will learn:

• Why is it important to understand marketing tools?
• What are the main tools of the marketing mix
• Who is Territory Marketing Tools for?
• What are the unusual marketing tools
• What effective tools to use
• What books to read about marketing tools

Why marketing tools are so important

To convey to customers information about a product, its unique properties, competitive advantages, promotions and discounts, companies use a whole arsenal of marketing tools. With their help, they form interest in products, stimulate customers to make a purchase.

For effective promotion goods and services and retention target audience companies need to develop a separate marketing policy that provides for different tactics to achieve their goals.

The key to the success of such a policy is to understand what methods and marketing tools will be needed to achieve planned targets.

What is the importance of marketing tools for a company?

Everything is very simple and obvious: they allow you to make its products more recognizable and popular with consumers and thus increase sales.

Choosing the right marketing tool is not as easy as it seems. Many factors need to be taken into account: marketing goals, company strategy, market situation, advertising budget, etc.

Consider first what types of marketing tools exist.

The main tools of the marketing mix

Most marketers in their work use the classic marketing mix scheme - 4P (product, price, place, promotion), which includes:

• commodity policy,
• price,
• marketing,
• promotion (communication) policy.

All the main tools of the marketing mix are grouped into these four areas. Let's take a closer look at each group.

Commodity policy

Its main motto is: "You need to produce what is in demand among consumers, and not try to sell them what you have produced." By using commodity policy key questions can be answered: what goods to produce, for whom they will be intended, how they should look and what quality they should be.

Marketing policy is directly related to the strategy of production and marketing of the company's products. Therefore, any marketing decisions of a strategic nature (market segmentation, target audience definition, product or service positioning) must be taken before investing in production.

The group "commodity policy" includes the following traditional marketing tools:

• product;
• assortment (bringing new products to the market, removing from production assortment units that are not in demand among consumers);
• trademark, brand;
• package;
• additional services offered in the sale;
• guarantee;
• service maintenance.

Price policy

The pricing process depends on many factors. The price of a good or service must cover not only production costs, but also shipping, advertising and other marketing costs. The retail price can range between the minimum that covers all the costs of the seller and the maximum that the buyer is willing to pay.

The question logically arises: what impact do marketing tools have on pricing? How will the use of discounts, provision of free shipping and various additional services?

It all depends on the goals pricing policy set by the organization. It could be:

• keeping the company afloat in the break-even zone or, conversely, maximizing profits;
• gaining a certain market share;
• application of the cream skimming policy;
• short-term sales growth.

Another nuance of the pricing policy is that the promotion of cheap products requires less effort and time than more expensive goods and services.

Here are the main tools of the marketing department that are used in practice:

• pricing;
• discounts, promotions, bonus programs;
• pricing strategy.

Sales policy

Modern marketers prefer instead of the narrow term "sales" to use the broader concept of "distribution", which means not only the physical delivery of goods to the point of sale, but also a set of measures to promote the goods and partially service.

Thus, distribution is a set of tools for promoting products from the manufacturer to the end consumer, which includes the distribution of goods in a market segment or in a certain region, maintaining stable sales figures, and providing pre-sales and after-sales services.

The main goal of distribution is to make sure that the consumer can buy the product.

Distribution, or sales in a broad sense, consists of four main elements, each of which has its own set of marketing tools:

• distribution channels, product distribution (wholesale, retail, direct sales, online store);
• sales process, distribution or trade marketing;
• material processing, logistics (warehousing, transportation, inventory management, cargo handling);
• marketing logistics (order management, contract terms: terms of payment, delivery, minimum lot size).

There is a concept similar to distribution "trade marketing". It also means moving products from manufacturer to customer. The difference is that the emphasis is on finding the most effective course of action for all actors in the promotion chain.

Thus, trade marketing is aimed at satisfying not only the needs of customers, but also the participants of the trading link.

Trade marketing can be viewed from different perspectives. From the standpoint of the marketing approach, it is a set of marketing tools designed to achieve the goal of ensuring the presence of the company's products in outlets at a certain price in the most advantageous places.

In terms of sales, trade marketing is a set of activities aimed at stimulating the sale of products.

Trade marketing tools are used in the following areas:

• sales promotion;
• special events;
• merchandising.

Promotion policy (communications)

The communication policy of the company answers the question of how to promote goods or services to consumers. By promotion, we mean any company's actions aimed at informing potential customers, stimulating them to make a purchase decision, working with objections, etc.

The choice of certain tools for promotion depends on the characteristics of a particular product or service. If the company is engaged in the manufacture of industrial products or the sale of expensive goods, then in this case personal sales are suitable. When it comes to products from the mass market category, they usually use advertising.

Also, depending on the stage life cycle product, marketers can use various methods of promotion. When a product is first introduced to the market, it is better to use advertising and exhibitions as marketing tools. During a downturn in sales, you should pay attention to sales promotion and focus on personal selling.

Advertising as a marketing tool

Advertising is the most effective element of the marketing mix, providing product promotion and sales growth. But do not pay too much attention to it, forgetting about other marketing tools. Otherwise, the company may get the opposite effect from such advertising: instead of attracting, it will cause negative reactions and a drop in sales.

In practice, there are various approaches to determining the cost of advertising:

To optimize the process of selecting and using advertising media, the company needs to develop a plan for conducting an advertising campaign.

The basis is information about the promoted product (its consumer characteristics and compliance with the needs of customers), the state of the market as a whole and individual segments, the level of demand and forecasts of its change, and the actions of competitors.

Marketing promotion tools

Promotion tools are understood as marketing methods and techniques that a company uses to stimulate sales of its products or services in the market.

In practice, most organizations use the following five main promotion tools:

• Advertising.

This marketing tool was mentioned above. We add that it is distributed in various ways: external advertising (billboards, advertising on and inside transport, inscriptions on asphalt, promoters, etc.), internal advertising (in cinemas, shopping and business centers, airports and train stations), the Internet -advertising (contextual, targeted, etc.), etc.

• Public relations (PR).

This is promotion through the popularization of products and stimulation of demand through seminars, speeches to the target audience, publication of articles in periodicals and the Internet, distribution of company catalogs, etc.

• Sales promotion.

This is the promotion of goods by increasing sales in short term. It is achieved by providing discounts to customers, holding contests, drawings and lotteries, distributing samples, etc.

The main disadvantage of this approach is that the growth in demand is short-term, the company bears hidden costs associated with the marketing campaign.

• Personal (personal) sale.

This is the promotion of products through direct communication between the seller and the buyer through sales presentations, business meetings, organization of industrial exhibitions and fairs.

• Sponsorship.

We are talking about providing money to a sponsored company for holding an event, subject to placement advertising information about the sponsor's products and brand.

In addition to the listed tools for product promotion, direct marketing is also used in practice.

Direct Marketing Tools

Direct marketing is direct communication with a potential client, which involves obtaining immediate feedback. There are the following direct marketing tools:

1. Direct mail marketing(direct mail) - when a relationship with a consumer is established by sending emails, flyers and booklets, test samples, etc.

To prevent the client from sending a letter with an advertising message to the Spam folder, you need to write it correctly: the reader from the first line must understand why he needs your product or service. Detailed description product characteristics are best left for the second letter.

1. Directory Marketing is the promotion of the company's products through advertising in catalogs that are distributed among potential buyers in shopping malls or by email.
2. telemarketing- telephone sales, which are carried out by placing orders by phone from customers who have seen advertisements for goods in the media or in the catalog. To stimulate demand, it is better to use free telephone lines so that customers do not hesitate to call the hotline.

According to statistics, telemarketing can increase advertising conversion rates by 0.7-5 percent. First of all, this applies to mass-market products. When selling goods of an industrial nature (equipment, raw materials and materials, etc.), the application telephone sales can increase turnover by 15 percent.

1. TV marketing is the promotion of products through advertising on television. Immediate viewer feedback is achieved by offering preferential purchase terms to a limited number of people who call first.

In addition, television marketing is also popular on pay-TV channels, which collect applications for the purchase of goods at more than favorable prices than the market average.

• ambient media.

• product sitting.

In order to bring out new product to the market or increase sales of positions from the current assortment, the company invites people whose words consumers listen to, test the product and express their opinion. Such test drives are often carried out by bloggers on their pages on social networks.

• CrazyPR.

Come up with some crazy idea and bring it to life (within the limits of reason and decency, of course). Just do not forget that such advertising should fit into the strategy of positioning the product or brand.

• Storytelling.

Even before the development of commerce and the advent of advertising, the most effective phrase in terms of product promotion was: "Let me tell you a story." Storytelling (storytelling) is an effective marketing tool that inspires, motivates and, of course, sells.

• Trivertizing.

The name of this tool comes from the English tryvertising, where the first part of the word “try” means “to try”.

Today's consumers want to test a product before making a purchase decision. They are not ready to pay for a "pig in a poke". Therefore, invite potential customers to get to know the product better - apply cream to the skin, taste a new kind of chocolate, take a car for a test drive, lie down on an orthopedic mattress.

We think there is no need to talk about the effectiveness of such marketing tools.

• Sensitive Marketing.

If you want to increase sales, influence all the senses of customers. Examples of this approach can be found everywhere.

For example, the smell of fresh buns on the street next to the bakery beckons passers-by and makes them go inside. Dynamic music in mass-market stores stimulates customers to make purchases quickly, without much thought. The pleasant sound of a door in a BMW car when slammed creates a sense of status.

• identity marketing.

Often companies with the same target audience build their marketing strategies and tools in such a way that they become similar to each other, like twins. In such a situation, identity marketing will help, which allows you to determine the distinctive features of a company or brand, form its uniqueness and convey this information to consumers.

• dead marketing.

This tool is very unusual for Russian companies. It is used to promote foreign organizations. They take on the responsibility of maintaining and maintaining order at the graves in the cemetery.

On the one hand, companies thus show their social responsibility in front of society, on the other hand, they advertise themselves to visitors to the cemetery.

• Shockvertising

The name of this marketing tool also has English roots. It consists of two words - shock (shock) and advertising (advertising). Shocking advertising - everything that shocks, causes indignation and even disgust.

Such a tool is used only by courageous and ambitious companies. After all, before you conduct such advertising, you need to carefully weigh all the pros and cons and be prepared for the fact that some of your customers will leave you.

Social Marketing Tools You Shouldn't Write Off

Social marketing is a way to promote a product or brand by influencing consumer preferences, promoting a certain lifestyle, advertising fashion trends.

This is one of latest tools marketing. It appeared relatively recently, about 10 years ago, due to the deteriorating environmental situation in the world, a large number of low-quality food products on store shelves and the depletion of natural resources.

Social marketing is most actively used in medical and environmental projects, as well as in charity. In recent years, social marketing programs in education and commerce have been gaining momentum.

The main goal of social marketing, regardless of the specifics of its scope, is to form the loyalty of the target audience through association with ongoing social programs.

The following tasks of social marketing follow from this goal:

• analysis of the target audience;
• development of measures to increase the loyalty of potential customers;
• strengthening the position of a company or brand in a market niche;
• improving the quality of goods or services sold;
• improving the quality of life of the target audience or society as a whole through the implementation of a marketing campaign.

In the context of global computerization and development information technologies companies began to actively use social marketing tools in social networks, which allow not only to draw up a portrait of the target audience and analyze its preferences and needs, but also to increase demand and increase consumer loyalty in a short time.

There are many colorful examples of the use of social marketing tools in activities. famous companies. So, McDonald's has been actively involved in solving social problems of society almost from the very foundation. One of these areas is charity in the field of orphanhood.

The company encourages its clients to provide all possible assistance to children left without parents, and itself regularly transfers significant amounts to those in need.

worldwide famous brand Coca-Cola also uses social marketing tools in its work.

After it became known that the ingredients of carbonated water included components harmful to human life and health, the company banned their use in the country of production, changing the recipe and losing millions of dollars. Coca-Cola wrote off the losses to charity.

The considered examples confirm the importance of social marketing tools for the successful development and effective promotion of large companies on the market. Organizations interested in entering the global market and increasing their customer base must work with social response to increase consumer loyalty.

Who can use territory marketing tools

Territory marketing (territorial marketing) is the promotion of a certain region, taking into account the interests of internal and external entities in order to attract the attention and investment of the latter.

There are the following elements of territorial marketing:

1. Territory promotion- promotion of the region as a whole. Marketing activities can be carried out both on the territory and outside it. Their main goal is to promote the brand, form a loyal attitude, and increase the popularity of the region.
2. Territorial trade marketing- promotion of products and services that are produced and consumed in the region.
3. Extraterritorial trade marketing- promotion of products and services that are produced in the region and consumed outside it.

Key subjects of territorial marketing:

• producers of goods, works, services;
• consumers;
• financial intermediaries;
• information intermediaries;
• public authorities at the municipal and federal levels;
• public structures.

The main customers or initiators of marketing activities of territorial significance are usually local entrepreneurs engaged in the production of goods in the region.

Territorial marketing has the following goals:

• an increase in the number of programs of international, federal and regional significance in which the territory takes part;
• increased inflow of investment capital;
• expansion of the client base of local producers of goods and services;
• formation of a positive image of the region, strengthening its business reputation, increasing competitiveness.

There are four main territorial marketing tools aimed at developing industrial sectors, stimulating the export of locally produced goods and attracting investment:

• territory image marketing;
• attractiveness marketing (for example, in the field of investments);
• infrastructure marketing;
• personnel marketing.

But, as you understand, it is very large-scale, and therefore expensive. Then you can go the other way - on the Internet, where information is available in any country and its price does not hit your pocket so hard.

Consider practical Internet marketing tools that apply modern companies to promote products on the market.

• SEO.

SEO is website optimization, a marketing tool for raising an Internet resource in the search engine results. In order for the user to go to the company's website, he must see it in the search engine on the first page - the closer to the beginning of the search, the better. The vast majority of webmasters use SEO to increase their inbound traffic.

• SMM.

SMM is the use of social networks to promote a brand or company. Users go to the company page, get acquainted with the product range, ask clarifying questions, read product reviews and make a purchase decision.

• Targeted advertising.

Targeted advertising is an advertisement that is shown on social networks to a specific group of users. You can choose in the settings which people should see the advertisement (for example, women under 35 living in Moscow).

A user who is interested in targeting clicks on the link and is redirected to the company's website, where they can learn more about the product and place an order.

• Email marketing.

It is a marketing tool through which a company communicates with customers via email. For a company e-mail newsletter- a great way to remind regular customers about yourself, to make profitable proposition or find out if the customer is happy with the purchase. And new users can be told about the company through letters and offered to place an order.

In recent years, email marketing has been losing its effectiveness, as for many people such mailings immediately fall into the Spam folder.

• Mobile applications.

With the help of mobile applications, companies can increase incoming traffic to the site and increase sales. More than half of users search for information on the Internet through a phone or tablet, so they will appreciate the convenient service.

So, Uber and Yandex.Taxi, thanks to the release of mobile applications, have practically replaced the classic taxi, where you need to call the operator to order a car.

• Banner and teaser advertising.

Banner and teaser advertising are marketing tools that use banners with images and text (teasers) to promote a product. A user who sees an advertisement on the site clicks on it and goes to the company's website.

• Viral advertising.

Viral advertising is an advertising message that users independently distribute on the Internet (videos, pictures or texts). Using this marketing tool requires a certain amount of professionalism. Many companies try to make such advertising, but few succeed.

• Content marketing.

An example of a blog printing house "SlovoDelo"

Content marketing is the creation and publication of interesting and useful information on a company website, on a page on a social network or on other Internet resources. Users who are interested in content can become regular customers in the future.

Now blogs are run by many: small and big business, celebrities and ordinary people.

• native advertising.

Many companies use this marketing tool to promote their products or services. This is best done by large corporations and well-known brands.

• Messengers.

Another marketing tool that is gaining momentum is instant messengers - mobile services designed for user communication. Companies use them to keep in touch with customers, because it is much easier to do this through a mobile phone that is always at hand than through a computer.

B2B Marketing Tools Online and Beyond

Website

An example of the site of the company "Mir Pilok"

Unlike B2C in the B2B segment, the site should be more specific, concise, but at the same time informative. It is not enough to post useful articles about the product and the company, it is better to use more effective tools - videos, infographics, presentations.

High-quality and interesting content is the key to the success of your site. Interested users will share links to useful information with colleagues and partners. Do not forget to place the company logo on each material with a link to the site.

When deciding whether to collaborate, your future partner will take into account various factors, including your business reputation. This is very easy to do over the Internet. The search engine will give you all the information about the ups and downs of the company, its successes and failures.

Therefore, when developing a marketing strategy for a B2B site, you need to pay attention to working with feedback from Internet users. For preliminary testing of your Internet resource to take into account the opinion of the target audience, answer the following questions:

Work in this direction will increase the effectiveness of the Internet marketing tools used and increase customer loyalty.

event marketing

This is one of the most effective, more than once proven marketing tools, but the effect of its use is more noticeable in the B2C segment than B2B. Nevertheless, the results from communication with customers after using event marketing are quite high.

Let's take a look at how this marketing tool works on the example of Mobile World Congress, a popular industry event that takes place annually in Barcelona.

This event allows a large number of vendors from the telecommunications industry to present their latest developments and innovations to the target audience. At the same time, the percentage of contracts concluded after the event is very low.

Despite this, Mobile World Congress gives participants a chance to present themselves to consumers in the most favorable light. That is why companies do not skimp on the design of stands, the creation of presentations and videos, they pay great attention to design and hospitality.

In Russia, similar events are also held as part of event marketing, where participants exchange experience with their colleagues from other companies.

Closed events are also popular in our country, to which the organizers invite only their clients. This allows you to expand your customer base, communicate directly with important buyers, establishing a more trusting relationship with them.

The most effective marketing tools for today

contextual advertising

Contextual advertising includes both placement of ads in search engines and advertising on Internet resources, which works through partner and teaser networks of other companies, such as the Google Display Network and the Yandex Advertising Network.

This is one of the few marketing tools, the costs of which do not decrease during the crisis, but, on the contrary, grow. At professional approach the effectiveness of contextual advertising can be very high.

A huge number of companies attract visitors to their sites by placing advertising messages on thematic Internet resources. The more precisely tuned contextual advertising the more return it will bring. So, it is better to promote products on sites that correspond to their subject.

For example, baby clothes and diapers are best advertised on forums for new mothers or women's blogs.

Mobile Marketing

This marketing tool is used to analyze the target audience by the model of the mobile phone used, the region of location, gender and age characteristics, etc. advertising campaigns, focused on a narrow group of mobile users, gives good results.

Mobile marketing is gaining momentum, as the number of people accessing the Internet using a phone is growing every year and, according to various estimates, today is from 20 to 50 percent of all Runet users. This explains the need to adapt online advertising for mobile devices.

Despite the large number of users, mobile marketing in our country is not yet fully applied. The level of competition in this segment is still quite low. Therefore, a company that can properly set up an advertising campaign will be able to quickly get the desired effect in the form of an influx of users and sales growth.

Lead generation

Lead generation is one of the most popular modern marketing tools. Various elements are used to promote the product and attract users within this approach: application forms, landing pages, forms of special audience segmentation, thematic mailings and promotions to get a direct response from the client.

Lead generation allows you to spend your money as efficiently as possible advertising budget. Unlike traditional marketing tools based on working with "cold" and "warm" consumers, lead generation directly interacts with a prepared target audience, which significantly saves the company's time and money.

At the dawn of the development of Internet marketing, the website promotion strategy was based on increasing incoming traffic, increasing the number of views, and increasing the rating of an Internet resource in search engines. At the present stage, the management of marketing tools is aimed at more subtle work with the target audience.

A large number of impressions now does little for a company or a brand. To grow sales, it is necessary not to maintain a positive image among consumers, constantly flashing before their eyes, but to stimulate user activity, which will be reflected in the number of applications, orders, reviews, etc.

Lead generation will be effective if the target audience is segmented correctly, sifting out “cold” customers and focusing on the most active ones (those who are interested in the product or company, call the call center, ask questions to the online consultant on the site, place orders, etc.) .

Unlike branding, lead generation is not aimed at a large reach of users, but at increasing the effectiveness of a single advertising campaign.

Blog

An example of a nursing home blog "Autumn Life"

Blogging is another popular internet marketing tool. The widespread use of blogs to promote products and companies is due to many factors.

First, this economic efficiency use of electronic journals. Companies that post useful content on their own Internet resource do not just spend money, but invest in their promotion.

This is because all the funds that go to the development of the blog will contribute to the development of the company in the long term, in contrast to advertising costs, which have a short-term effect.

Secondly, it helps the company to keep in touch with consumers, to influence their preferences, to stimulate the desired behavior (ordering).

Thirdly, blogs generate organic traffic due to the use of a wide semantic core.

Fourthly, the blog makes it possible to maintain communication with users online, which creates a positive image of the company and increases customer loyalty.

Despite the many benefits of a blog for promoting products and companies, its effectiveness will depend on how you use it. With proper use, a blog can be an excellent platform for advertising a brand or product.

TOP 5 books about modern marketing tools not mentioned in the article

This book is a real practical guide to create branding that can bring high results. Marty Neumeyer formulated key principles effective marketing and painted an action plan for its implementation.

After reading this book, you'll learn how to give customers who are overwhelmed with new products and services an offer they can't refuse.

The author will reveal to you the main secret successful marketing: how to meet the needs of customers in such a way that in the long term the number of buyers and the average check size only increase.

There are several translations of the title of the book. One of them is "Differentiate or die." Despite the fact that the book was published relatively long ago, the ideas that Jack Trout shares with readers are still relevant.

1. Andy Sernowitz, Word of Mouth Marketing. How smart companies make people talk about themselves.

People often share with friends and family their impressions of the products and services they use: cars, mobile phones, medicines, travel agencies, doctors and manicurists. They can give both positive and negative reviews, recommend their favorite brand to all friends or users on the Internet.

Isn't this kind of advertising that every company dreams of? And achieving high results is very simple: you do not need to be a marketing guru or spend a lot of money on promotion, just learn how to turn word of mouth on and off on your own and how to get people talking about your brand or company.

The answers to these questions can be found in Andy Sernowitz's book. The author will share with you the secrets of how to create an informational occasion for talking about a brand, and how to use it to promote it.

The author of the book is one of the most popular marketing specialists. Seth Godin criticizes classic marketing tools - TV ads, cold calls and similar things that cause a negative reaction from consumers.

In his book Permission Marketing, Seth explains how to set up an inbound traffic system so that new customers will search for and find you.

There are many books on the market about sales tools and marketing, but only Igor Mann has collected all the well-known marketing tools that sales managers should own.

• tools needed to use before meeting with clients;
• tools used at a meeting with clients;
• tools to use after meeting with clients;
• additional tools that will be useful to sales staff.

This book will also be of interest to marketers: the author has compiled a special checklist of what they can do in as soon as possible for a key internal client - the sales department.

Sales managers and their leaders will find in this book a list of things to ask marketers to increase the efficiency and effectiveness of working with a customer base (or what to do yourself, if in organizational structure the company does not have a marketing department).

Functions and tools of marketing. Everyone talks about them, but few understand what is hidden under these words. Let's try to understand in more detail and finally find out what these guys are made of.

Marketing function- organize and implement the process of exchange between the manufacturer and the consumer. In other words, this is a set of main directions, rules of the enterprise, depicting the content of the marketing approach to business organization.

Analytical– research and analysis of external and internal environment market. The analytical function of marketing is a study of the market itself, a study of buyers, a study of the company's way of life, a study of products, an assessment of the internal environment of the company.

Production- release organization new products, organization of support, control over production quality. The essence of this function lies in the development of new products that would best meet the needs of customers. Marketing activities directly affect production, trying to present this process as flexible enough, capable of producing competitive products in accordance with technical and economic requirements and at relatively lower costs.

Marketing- organization of the process of product distribution, service, organization of the procedure for the formation of demand and active influence on sales, the formation of commodity and pricing policies. This function has concentrated in itself everything that can happen to the product in the period of time after its release and before its consumption. The order of commodity circulation provides the manufacturer (and the buyer) with such conditions under which the product is located exactly in the place where it is needed, and in the volume in which it is in demand, and of the quality that the buyer assumes.

Command and control function is an organization of planning and control purposes, information management and communication. This function involves the adoption of the most possible regularity and proportionality in the functioning of the company, mainly in the process of long-term strategic goals.

What can be done about the functions of marketing

All listed features marketing may well be displayed as a cyclical process. These are the marketing analysis activities performed in order, production process, marketing and evaluation of results.

As you know, the goal of marketing is to study and meet the needs of customers and society as a whole with the profit of a particular company. In most cases, they begin to think about marketing only when it is required to conduct an elementary advertising campaign to increase sales of a certain product. Let's face it, this is the wrong tactic. In fact, in the case of the correct and timely use and application of various marketing tools to promote the company to the market, it becomes possible to achieve the desired result.

At proper organization marketing functions, they should penetrate the entire structure of the company's management. All marketers are guided in their work by the most common and simple scheme of the 4P marketing mix and affect product, price, sales policy and promotion policy.

Commodity policy. It is based on the principle that it is necessary to produce only those goods that are extremely in demand. modern market, rather than promoting what has already been produced. This category includes the following marketing tools:

• products;
• product range;
• trademark;
• package;
• ancillary services or sales comfort;
• warranty and service.

Price policy. The pricing process depends on several factors. The cost of goods should include not only production costs, but also the costs associated with the sale of goods. Here, marketers use the following tools:

• pricing;
• discount system, promotional value, bonuses;
• pricing strategy.

Sales policy. Nowadays, in marketing, "sales" is considered in a somewhat broad sense, namely "distribution", which means the delivery of products to the point of sale, while organizing various activities to support sales and various service activities.

Communication policy. It is able to solve problems related to the choice of the method and method of promoting products to the market and through whom to carry out its promotion. Promotion is a set of various actions that a company uses to inform customers, induce them to make a purchase and remind them of their products.

Results by marketing tools

As you can see, any enterprise can use any marketing tools, and they modern marketing there is a great many. This figure has already reached 5 thousand. As a result, the selection of a particularly appropriate combination of existing tools in order to implement the company's marketing plan is the most important task for marketers.

Well, as a final touch, we suggest you watch a really very useful video. I hope you master it and say thank you 🙂

Internet Marketing. It's not even a trend anymore. This is some kind of confusion. “Business must be transferred to the Internet! All clients and money are now there!”.

Partly, yes. But this is said by people who have 100% offline businesses and who believe that Internet marketing will be their salvation.

Remember Jesus had 12 apostles? And if Internet marketing can be associated with it (well, they still see him as a messiah), then the 12 apostles are Internet marketing tools.

What, where and...

It is useless to deny that the Internet has irrevocably merged into our lives. We endlessly sit on social networks, communicating with other people, watching movies and TV shows in it, looking for the necessary information on websites, forums, blogs.

And no matter what site we go to, no matter what picture or link we click on, everywhere we meet ads. The same notorious Internet marketing that we will talk about today.

But as usual, let's see what it is. I won’t write “smart” versions from Wikipedia, just simply and briefly:

Internet Marketing is the promotion of a product or service on the Internet and with the help of the Internet.

Why on and not off?

Everyone compares online and offline space. And they come to the conclusion that the Internet has become stronger in every sense.

Yes, yes, I am

And there's definitely some truth in that, but let's start by looking at what "stronger" means.

measurability

Remember that saying about half the money going down the drain? So, Internet marketing, unlike offline marketing, will be able to tell exactly where your money is going.

Because everything is very clear here. At correct setting and using analytics you can see a lot.

By the way. If you are interested in analytics, then Roistat will be your faithful assistant. And in addition to free 14 days, you will receive another 5,000 rubles. (by promo code “INSCALE”) as a gift..

For example, when a client who came to your site bought, where he is, what computer he uses and what kind of ad he was interested in (trust me, these are still very rough settings, usually they are deeper).

In offline marketing, you will never get this. All you can do is find out that the person came from the radio from the leaflet. And then, obtaining such knowledge will be more luck than a pattern.

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Purposefulness 1.0

Remember the most famous, after “Expensive”, objection - “I need to think!”. And people just go to the Internet to think. Especially if it's a little-known product.

That is, the mechanics are as follows: people saw offline advertising and went online to look for information about the product or service they saw. This is where they make the targeted buying decision. In other words, offline creates demand, online satisfies it. That's it, and nothing else.

Everyone, I'm going to buy

Purposefulness 2.0

Not so long ago, we wanted to launch an advertisement on the radio for one of our clients. And all that they could provide me was audience research for this radio a year ago.

“Mostly, we are listening to men from 30 to 40 years of average income.” There is no such thing on the Internet. Such an ugly non-targeted approach.

Do you need clients who are located in the center of Moscow and access the Internet from Apple computers? This is easy to arrange.

Remember, I wrote a little higher about the settings? So, not rough settings - this is when you see that a person visiting your site is in Moscow and does it from an Apple computer, then the price of goods or services automatically rises by 10-15%.

Do you need travelers who fly abroad 2-3 times a year and at the same time hold senior positions in companies? This is also easy to arrange.

For example, on Facebook, when setting up targeted advertising, this is done by ticking 2 checkboxes. And that's it! Agree, offline cannot even dream of such a thing.

And you're right...

A wish

Do you want customers who will buy tomorrow and at the same time do not know your company at all? It is quite possible. This is how contextual advertising works in conjunction with a one-page site.

In short, this is the creation and placement of information that, first of all, is useful for the client, and only then sells. Our blog is an example.

Pros :

• The content that users are looking for and which is useful to them is not perceived as advertising, respectively, it practically does not cause irritation;
• It has a great effect on the issuance of your blog / site in the search results. Especially if the content is rare and unique;
• Increases your awareness and expertise. Especially if you create content in a highly specialized direction.

Minuses :

• 
  If approached professionally, then the work of a whole team is necessary (copywriters, editors, seo-specialists, etc.);
• It takes a lot of time from an idea to at least the first result.

SEO (search engine) website promotion

This is when the owners say: “But I drive in “buy wallpaper Moscow” and my site is in the first place.” This is what is usually meant. Read more about what it is and how it works in this article.

But again, I have prepared for you a brief excerpt of the pros and cons of this method.

Pros :

• Greatly increases traffic to the site;
• Once you need to bring to the TOP, then periodically support;
• Potential customers already come to the site who are looking for either a product or a solution to their problem, in connection with this, the conversion from potential buyers to real ones is very high.

Minuses :

• Long term for obtaining results;
• You need to have specific knowledge or hire professionals (which, by the way, you cannot control too carefully).

A question may arise. What is the difference between content marketing and SEO marketing? They are so similar. Yes and no.

Both tools work with information, but content marketing is a communication approach, and SEO marketing is a communication tool.

contextual advertising

• A very lively and interactive audience that, with attention and care, can become very loyal;
• If this is just group management, and not targeted advertising, then management can be done on your own. Accordingly, it is free, but not very effective.

• Costs for social networks pay off on a global scale, it is difficult to pay back immediately;
• Social media is not suitable for all businesses. Of course, there are examples when factories maintain a Facebook page and successfully get clients from them, but in order to come to this, they have invested a lot of effort and a large amount of money;
• They require a lot of attention, as users in the social. networks are accustomed to a lot of attention and are not so easy to catch on.

Display advertising

These are the most standard banners that are placed on a more or less decent site with .

Display advertising

Probably one of the oldest, most annoying and failing advertising tools on the Internet.

Pros :

• Good effect on memorability and recognition;
• Large audience coverage, thus there is an opportunity to get random buyers.

Minuses :

• Expensive;
• Low clickability.

teaser advertising

Pugacheva lost 30 kg! Putin married Kabaeva! $10 billion was found at the dacha of the Minister of Economy.

teaser advertising

In short, I just described to you what teaser advertising is, i.e. defiant and catchy picture with a shocking headline that makes potential client click to go to the site.

Pros :

• Scale coverage;
• Minimum settings.

Minuses :

• Perceived as advertising, and very aggressive;
• As a rule, traffic to the site is driven through a gasket (a blog that imitates useful information about a product), thereby significantly reducing the conversion.

Viral Marketing

One example about instead of a thousand words. Because it is better to see once than to read a thousand times.

And now, according to the classics of the genre, the pros and cons of this method. Read and enjoy.

Pros :

• Very high audience loyalty. People love to share content that makes them laugh or shock;
• Loyalty to a product or service is increased, so purchases will be made with increased confidence;
• Viral content is easily shared (sometimes even hosted for free).

Minuses :

• It's not easy to create a video that goes viral. Knowledge and skill are needed (especially if we are talking about a viral video for business now);
• In order to make a video viral, you need to “push” it, that is, financially invest in its placement;
  Short-term effect.

Email Marketing

You leave your name on some page and email to get some useful material (in professional language, this is called a “magnet”). By tradition, to understand this, it is better to read the article.

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 use effectively modern instruments marketing analysis.

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 the science of marketing, the concept of "market" does not mean a place where goods are sold, but a common relationship between a seller and a buyer, each of which has its own goals and objectives, needs and requirements, material values, etc. Therefore, the goal of studying the market has a complex character and is 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 growth (decrease) in prices is determined, the comparative analysis the pricing policy of competitors and the calculation method are selected prices that are most beneficial to the seller and consumer in a specific period of time.

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. Identification of existing and potential competitors will allow you to correctly disperse forces, create a unique offer, capable of distinguishing 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 complex and system analysis are 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 existence.

Direct communication can be carried out in person, by phone, online (emails, survey form on the company's resource) and in other ways. The choice of marketing assessment methodology is determined by the tasks that the company sets for itself.

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,

CEO 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, which products are in 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

• In the modern world, the main trend of marketing tests 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 client databases owned by ISPs, mobile operators etc. The pressing question is: how to process such big data to find out information about consumers and their actions?

The solution to this problem has affected the structure of marketing agencies: now there is an increasing need for digital specialists. 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 by 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 each big company owns its own online panel, which 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. Quite a long time computer technology survey participants are provided 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) . Consumers are currently enjoying a variety of electronic engineering from smartphones and computers to washing machine. 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 a brand are used, the 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, many external factors are taken into account: the dynamics of the product niche, economic factors, 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 physical 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. Undoubtedly, trust indices are not an accurate assessment, this is just an 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 on the total number of sales of household appliances throughout Russia, they 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 of the Higher School of 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 allows you to give effective advertising, a memorable product design and logo.

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, 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 activities 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 provides marketers with the ability to compare the performance of different methods against 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.

For example, an international energy company 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 to in-depth evaluate the MROI for advertising costs to 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 of total sales, while the brand itself, as a long-term asset, guarantees the rest in the end. 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 an advertising campaign using promotion, holding various contests, stimulating the publication of photos and popularizing 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 appointed consultants from the marketing department to bring together the analytical and creative sides of the department. Consultants helped analysts decide commercial tasks, while explaining to creatives how analytics create insightful 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 actual results become available, they need to be compared with target figures in order to properly adjust the structure and budget of marketing measures.

Attribute modeling, for example, can be very useful when adjusting advertising campaigns quickly, as the cost of digital channels changes 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 the claims against the leaders are growing. commercial departments regarding return on investment in marketing. They not only have the data to make the best decisions, but also necessary tools marketing analysis. 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 be competing against in the quest for 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 activities 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 treasure trove practical advice for the operation of marketing services, security units financial institutions and companies, for all who are interested in this sensitive area.

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

it 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, 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 application results statistical methods duplicated in two languages, Russian and English, to simplify the work with the 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, part of Russian association direct marketing. The company provides a full range of services for the development and implementation of direct marketing campaigns, including direct mail, telemarketing, courier delivery, legal database rental, response processing, printing and packaging of personalized correspondence, support for loyalty programs and catalog sales. .

For the use at the operational level of measures aimed at creating the advantages of the enterprise in the competitive struggle, marketing tools are used; which consists of pricing, communication, product policy, distribution policy. The price of products in market conditions is determined by various factors and is calculated on the basis of internal costing or is set by the enterprise by the market situation (supply and demand). The price calculation is based on unit cost and profit. However, the sale at such a price is possible only if it is acceptable to the consumer. Therefore, before the start of production, it is necessary to determine the demand trends in a particular market (segments) and set the prices that consumers will agree with. The decisive factor for setting the offer price is the structure of the market. It is determined by the competitive situation in the market. Therefore, it is especially important to take into account the reaction of competitors to establish or change the price. Analysis of the critical sales volume allows you to answer the question of what is the minimum amount of products that the company must sell so that the turnover covers the costs and the company does not suffer losses. The analysis is based on the ratio of production costs and constant variables. Diverse consumer groups in the market place different demands on products. For example, consumers with low profits prefer products that connect high quality with low prices; consumers with high profits pay more attention to product quality. A decisive factor for the success of products in the market is the subjective perception by consumers of the objective benefits of products. To draw the attention of a potential buyer to a product, inform him about the benefits of the product and encourage him to buy is the task that advertising solves. Advertising costs are increasing every year. Advertising is turning into the dominant instrument of influencing the increase in demand, especially in markets where there is no longer price competition. In order to purposefully use advertising as a communication tool between an enterprise and a potential buyer, it is necessary to determine the consumer groups to which advertising will be directed. The content of advertising, its design should be in such a form that the buyer understands that he can satisfy his individual needs with this particular product. The main advertising means are: television and radio advertising; advertising events (exhibitions, fairs); ads in newspapers and magazines; brochures; advertising posters; illuminated advertising. Advertising media can only reach the target consumer group through the advertising medium. The choice of advertising product and media can be made by analyzing the media, taking into account the advertising budget. Enterprises also use additional communication tools: - public relations, which are aimed at improving the image of the enterprise not only among consumers, but also among the environment (suppliers, authorities, the media), - for this, press conferences are held, visits to the enterprise, etc. d.; - sponsorship, i.e. the activity of an enterprise that improves its image by encouraging certain persons or organizations of cultural, sports or social sphere. - product development; - entering the market (the need for significant investment); - slow growth in sales volume (no or insignificant profits); - growth (increase in sales volume due to the high degree of popularity of products; income growth due to lower costs per unit of production); - market saturation (stabilization or reduction of demand due to the exhausted market potential; change in primary demand for demand associated with the replacement of goods; transition of some consumers to more modern products of competitors; investment of profits in the development of new products); - recession (increasing decline in sales volume, displacement of products from the market). Industrial products have a variety of life cycles: products that are by no means associated with everyday demand, and everyday products have very long life cycles; and prestige goods are short. To determine the development time of new products, it is necessary to know the life cycles and inherit them. Late development of a new product can lead to loss of the market. New Product that appeared on the market should have significant differences compared to competing products, and satisfy the consumer as much as possible. Decisive in this case is the subjective perception of the properties of the product by the consumer. Therefore, introducing products on the market, it is necessary to establish criteria for consumers to evaluate (from a subjective point of view) products that are already on sale. By comparing the evaluation of competitors' products with the ideas of buyers about the ideal product, one can obtain information about the necessary objective and subjective properties of the product that will be needed, introduced on the market. A significant role, in addition to the consumer value of products, is played by its assessment in a social context. The policy of product promotion decides on the way to promote products manufactured by the enterprise to the consumer. It contains all the activities necessary to provide the consumer with products in the right quantity and quality at the right time and in the right place. When deciding in favor of a certain distribution route, the long-term use of this channel is meant. That decision can only be made in coordination with other marketing tools. Decision-making in the field of product promotion policy consists in choosing a system, form and distribution channel.

The sales system can be: own (realization by the manufacturer of his own products through the trade branches of the enterprise); associated with the enterprise (a system of trade under contracts, a system of franchises, that is, sales are carried out independently in legal relation, but economically dependent on a certain enterprise by other enterprises); and not related to the enterprise (economically and legally independent sales companies). The sales form shows whether sales are made through trade organizations that are related to the enterprise, or through third parties. Marketing can be done through direct deliveries to end consumers or through indirect deliveries (through a wholesaler or retail). Optimal use of marketing tools is possible only with constant market research. As a result, information about demand should be obtained (market potential, market size, purchasing power in different regions, definition of consumer groups, seasonal fluctuations in demand); about the offer (the presence of competitors, market segmentation, competing products and their properties, competitors' offers, image); about the possibility of using marketing tools and their effectiveness (elasticity of sales prices, advertising and its cost in the media, knowledge of the press). Sources of information for market research can be information obtained in primary research, and information as a result of repeated research. In the first case, consumer surveys, observation of consumer behavior, experiments (tests with products, price tests, advertising tests) are used to collect information. In the other, information is taken from materials (internal and external sources) that already exist. These include a variety of statistical data, reports, materials of chambers of commerce and industry, research institutes, industry institutes, foreign trade banks, consulting services, foreign trade information bureaus, etc. In addition to traditional sources of information, interactive databanks are gaining more and more importance. The most famous data sellers are DIALOG, DATA-STAR, GENIOS, STN and FIZ-Technik. To present data and increase their information content, a number of analytical statistical methods have been developed (regression analysis, discriminant analysis, determination of statistical parameters). Marketing is an intermediate link on the way of information between the enterprise and the consumer. If marketing, by means of appropriate methods and tools, correctly interprets the signs that characterize market processes, products oriented to the needs of the consumer will enter the market.

ORGANIZATIONAL STRUCTURE OF MARKETING ACTIVITIES

Marketing orientation requires that proposals for the release of new products, bringing these products to buyers and influencing buyers through the quality of the goods should be concentrated in one hand - the marketing director and his staff. The main activities of the marketing director and his staff are: - conducting market research (analyzing market situations, developing recommendations for choosing the most profitable market, obtaining information about real buyers in the enterprise market, studying trends in market prospects and forecasting sales volumes, recommendations for developing market strategies); - development of recommendations from the image of the enterprise; - conducting and coordinating the marketing activities of the company's managers regarding the design of goods, their production, sale and prices; - constant analysis of the effectiveness of decisions, orders and technologies; - determination of the impact of consumer characteristics of new products on the decision of buyers to purchase them; - determination of the stages of the product life cycle and timely development of recommendations regarding the withdrawal of goods from production and export; - coordination of the work of subdivisions of the demand service and the sales network; - control over the activities of the enterprise, which affects the decision of buyers to purchase its products; - consideration of budgets and personnel policy all marketing departments.

At enterprises with a centralized management structure, marketing activities are carried out by the marketing service. It can be organized in different ways: - organization "behind the functions" is most appropriate when there are few goods and markets in the enterprise. Foreign markets and the goods produced are regarded as a certain homogeneity. To work with them, it is enough to have specialized departments: market research, production planning and marketing, sales and service management, demand services; - organization "for the types of goods" is appropriate when the enterprise has a diverse range of goods that needs specific conditions for production, marketing, and service. With such an organization, groups are formed in departments that deal only with "their product". And with respect to this commodity, a functional organization is established. The main disadvantage of such an organization is the duplication of research and distribution networks through the desire of the governing groups for independence. At the same time, the marketing director must ensure more effective communication between group leaders and ordinary employees; - organization "beyond the territories" is profitable in the presence of a wide range of goods in each of the selected regions and minor discrepancies between their consumers. Such an organization makes it possible to take into account the specifics of the consumption of goods in each of the regions. The marketing service coordinates the activities of departments in market research, advertising, planning, providing production with the necessary raw materials and materials. The Marketing Department is headed by a Marketing Manager. He carries out general leadership marketing activities and is responsible for the following activities of the enterprise: market research; development of a product marketing program; determining the price of products; implementation of advertising; sales organization; transportation of goods; development of new types of products and modernization of traditional products. At an enterprise that carries out foreign economic activity, a specialized department is created, which is subordinate to the marketing service. He coordinates the activities of departments related to the implementation foreign economic activity. To manage marketing means to create services for collecting information, conducting market research, organizing advertising, sales operations and services in such a way as to ensure maximum effect (profitability, sales volume, etc.) at optimal marketing costs. The most common such structures are: functional orientation, product orientation, regional orientation, segment orientation. The functional orientation of the structure is appropriate with a small variety of goods that are sold by the enterprise, and a small number of markets. Managers (there are usually five of them) are subordinate to the director, marketing director (deputy head of the enterprise from marketing), divided in functions and responsibilities (see Fig. 3).

Movement flows of the original and control information are clearly defined, relationships are clear and do not give grounds for competition between managers.

As the range of goods expands, the geography of markets becomes more complex (up to seven per person), there is a real danger of insufficient attention to certain goods and markets. The functional structure will be turned into a commodity one. The product orientation of the structure lies in the fact that for each product or group of similar products a special marketing manager is assigned (see Fig. 4). With such a marketing organization, employees are specialized and are able to coordinate the effort well in terms of the overall goals and objectives of the firm. The disadvantage of this orientation is the presence of functionally overlapping subsections.

Regional orientation is similar to the structure of product orientation, however, the division is taken not by goods, but by markets. Such an orientation is expedient with a large number of sales markets and a small range of goods. It allows you to study in depth the specific needs of buyers in each region; take account of regional features in advertising, marketing, development appearance etc. it has inherent disadvantages similar to those of product orientation (see Fig. 5). The desire to minimize the disadvantages and take advantage of the product and regional orientation leads to a segment (purchasing) organization of the marketing service.

The segment orientation of the structure (aimed at the buyer) is that each marketing manager is responsible for working with a certain segment of potential buyers, regardless of the geographic location of the segment (Fig. 6). But with such an orientation, the specialization of employees for individual goods is complicated, they are required to be universalized. A complex approach to marketing management is a comprehensive consideration of three problems - production, needs and sales. Possible options decisions made on this basis are compared with each other after the maximum of the criterion "efficiency / cost or "surplus / profit" based on the analysis of four indicators: the contribution of the marketing service to the total profit of the enterprise, the profit received on investment in the field of enterprise management, the ratio of costs to sales to the profits received and the part of the market that belongs to the enterprise.