Marketing Models & Frameworks

Frameworks are guidelines containing instructions for the execution of your plan. They guarantee that you will deliver the proper content to your customers. 

  •  Marketing models by Dave Chaffey :
  • Race Marketing model: is commercial based on a performance improvement process – it encourages a data-driven marketing approach that defines KPIs that digital marketers should include at each stage for setting targets, reviewing results using analytics and summary dashboards and continuous optimization.
  • Customer journey map: is a visual representation of the customer journey. It helps you tell the story of your customers’ experiences with your brand across all touchpoints
  • Digital business model:A digital business model might be defined as a model that leverages digital technologies to improve several aspects of an organization. 
  • SWOT Analysis: SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis can be used as a tool to assess these four aspects of your business.

  • Porter’s Five ForcesPorter’s Five Forces Framework, first published in Harvard Business Review in 1979, is a method for analysing competition of a business. 

Mckinsey 7’s Models:  You can use the 7-S model in a wide variety of situations where it’s useful to examine how the various parts of your organisation work together. For example, it can help you improve your organisation’s performance or determine the best way to implement a proposed strategy. The framework can be used to examine the likely effects of future changes in the organisation. Also, you can apply the Mckinsey 7-S model to elements of a team or a project.

  1. Strategy: This is your organisation’s plan for building and maintaining a competitive advantage over its competitors
  2. Structure:  It is about how your company is organised 
  3. Systems: daily activities and procedures that staff use to get the job done.
  4. Shared values: these are the core values of the organization, as shown in its corporate culture and general work ethic. When the model was first developed.
  5. Style: the style of leadership adopted 
  6. Staff: the employees and their general capabilities 
  7. Skills: the actual skills and competencies of the organisation’s employees.
  • Sostac: is an Acronym for the 6 basic elements of the Marketing plan: Situation, Objectives, Strategy, Tactics, Actions and Control.                                                                                                                  

SOSTAC provides a clear structure, that is simple to remember and to explain to others that covers all the stages needed to create and implement any type of business or marketing plan.

  • AIDA

AIDA is an acronym that stands for Attention, Interest, Desire and Action.  This model describes the customer journey in stages from the moment a consumer first becomes aware of a product or brand through to when they make a purchase decision, this process is called the customer journey,

  • 4 p’s

The 4 P’s of Marketing refer to the 4 key elements compromising the process of Marketing a product or service. 

  1. Product 
  2. Price
  3. Promotion
  4. Place 
  • The 7’ps of the Marketing mix 

The 7 Ps are a set of recognised marketing tactics, which you can use in any combination to satisfy customers in your target market.

  • Product: This refers to a physical product, a service or an experience. 
  • Place:  Where you choose to distribute or allow access to your product or service.
  • Price: How much does your product or service cost? The price you set should reflect your customer’s perceived value of your product.
  • Promotion: refers to your advertising, marketing, and sales techniques. This could mean traditional advertising, via TV, radio, billboards, etc., or more modern methods, like ads within web content, ads on a podcast, email marketing or push notifications.
  • People: Employees. Those people who are involved in selling a product or service, designing it, managing teams, representing customers…
  • Processes: describes a series of actions that are taken in delivering the product or service to the customer which means assessing aspects such as the sales funnel, your payment systems, distribution procedures and managing customer relationships. 
  • Physical Evidence: evidence that a service or purchase took place and proof or confirmation of the existence of your brand. 
  • The Ansoft Matrix: is a tool used by companies to analyze and plan their strategies for growth. Basically, this matrix shows four strategies that can be used to grow, also analyzes the risks with each strategy. 

The four Ansoff Matrix strategies:

  1. Market Penetration 
  2. Product Development 
  3. Market Development 
  4. Diversification
  • The BCG Matrix: is a framework created by Boston Consulting Group to evaluate the strategic position of the business brand portfolio and its potential. The horizontal axis of the BCG matrix represents the amount of market share of a product and the vertical axis represents the growth rate of a product. 
  • Questions marks: products with high market growth but a low market share
  • Stars: products with high market growth and a high market share 
  • Dogs: product with low market growth and a low market share.
  • Cash cows: product with low market growth but a high market share 
  • STP  stands for:  segment, target and position.

The STP model consists of three steps that help to analyze your offering, also the way that you communicate to specific groups. 

  • Step 1:  Segment your market
  • Step 2: Target your customers 
  • Step 3: Position your offering 

This model is useful because it helps you identify your valuable type of customer, develop products and marketing messages that will suit them. Also, this allows you to engage with each customer better.

  • 8 D’s:  The 8Ds is a problem-solving approach, aimed at uncovering the root cause of an issue and solving the problem. 
  1. Design
  2. Demand
  3. Didactics
  4. Distribution
  5. Duty
  6. Direction
  7. Diary
  8. Dialectic
  • DRIP

 The DRIP model supports the marketing communication plan. It was introduced by Chris Fill in his book “Marketing Communications”. A lot of the articles in this blog are based on that classic read and it is a must for all novice marketers. The DRIP model is very useful for setting broad communications goals. The abbreviation stands for:  Differentiate, Reinforce, Inform and Persuade.

The DRIP can be used in a marketing campaign for either new or existing products. Each of the elements needs to be carefully analysed. They need to be clearly communicated to the targeted audience.

  • The Six Is:  describe what makes digital marketing different from traditional marketing, including reaching a global targeted audience.

The Six is standing for :

  • Intelligence
  • Interactivity
  • Individualization
  • Integration
  • Independence of location
  • Industry Restructuring
  • 8 D’s

This framework may help to get over the deficiency communication that has restricted marketing knowledge dissemination.  The 8 D’s stands for:

  • Design
  • Demand
  • Didactics
  • Distribution
  • Duty
  • Direction
  • Diary
  • Dialectic

Related Reading:

  • Gary Armstrong, Philip Kotler – Marketing: An Introduction
  • Philip T Kotler, Kevin Lane Keller – A Framework for Marketing Management

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