When you’re teaching students about digital marketing, you’re often presented with a conundrum. On the one hand, you want to help them understand the theory, but on the other, you don’t want to bore them to tears.
What’s a teacher to do?
To make matters more complicated, you don’t actually need to teach them how to market online. They already know how to do that. They just need to understand the theory behind creating the perfect marketing strategy for their product.
Whether you’re teaching undergraduate students or postgraduate ones, you can use this article to help introduce them to the ideas and concepts that will make them better marketers.
Lessons From Disney
If you’ve ever been to Disney World, then you know how magical it can be. Even if you’ve been there a million times, you’ll still feel like you’ve never seen it all before. Amazing landscapes, beautiful weather, and incredible attractions – the list of possibilities is endless. But instead of just focusing on the positive aspects of Disney World, let’s take a closer look at how the company manages to maintain such high rates of customer satisfaction.
One of the most crucial things that Disney does to keep its guests happy is provide them with exemplary customer service. To ensure that each and every person who comes into contact with the company experiences excellent service, Disney uses various methods. One of the most effective strategies is the My Disney Experience (MDE) portal. Through MDE, guests can access information about their visit, make purchases online, or speak to a live operator if they need help.
What makes MDE so special is that it connects customers with the companies that they love the most. If you’ve ever been on YouTube, then you’ll know how frustrating it can be when you search for a video on a topic that you’re familiar with but can’t find one that suits your needs. Fortunately, if you visit the My Disney Experience website, you’ll see that YouTube has partnered with Disney to create a customized search tool, called “My Disney Search.” With this tool, you can search for any topic or phrase related to Disney and find exactly what you’re looking for.
What is Marketing Theory?
While it would be great to be able to provide students with the answers, we all know that this is far from the case. In marketing, as in many other areas of business, there is no one-size-fits-all answer to the question of “how to successfully market a product or service.”
That is why marketing theory is so important. The theory that you study will help you formulate an overarching marketing strategy and approach. Once you know what to look for, you’ll be able to determine which aspects of various marketing theories are applicable to your product and which are a dead giveaway that you shouldn’t be relying on this particular approach.
One of the most famous marketing theories is the “Four P’s” of marketing: Product, Price, Place, and Promotion.
These four pillars of marketing are the most basic and fundamental ones. Without a doubt, they will all be important in some way or another for the marketing plan that you develop. Which ones are most important will depend on your product, your industry, and your marketing goals. But regardless of the significance that you assign to each of the four pillars, it is essential that you understand their basic role. Without a firm grasp of this, you will not be able to effectively formulate a marketing plan.
Types of Marketing Theories
Depending on which aspects of marketing you’re interested in studying, you will need to decide which of the existing marketing theories you will consider most valuable. While there is no harm in being familiar with more than one theory, make sure that you pick the one that is most suitable for your needs. Keep in mind that not all theories are created equal. Some are more suitable for commercial use than others. To name just a few, popular theories such as the Product-market fit theory and the Marketing-mix theory are more practical and can be used to develop marketing strategies and plans. On the other hand, the Staggered Discovery and the Diffusion of Innovations theories may be more suitable for use in a classroom setting.
How Digital Marketing Is Different From Traditional Marketing
If you’re used to thinking in terms of traditional marketing, then you’ll need to adjust your mindset when dealing with digital marketing. While the digital and the traditional have certainly merged, that doesn’t mean that every part of digital marketing is the same as its traditional counterpart.
For starters, the scope of the two markets is different. Think of traditional marketing as mainly focused on physical locations (i.e., stores) while digital marketing usually refers to online locations (i.e., websites).
Secondly, the customers are different. With digital marketing, you usually have the opportunity to target customers based on several identifying features. This is usually not the case with traditional marketing. For example, you may have a billboard in a busy street that appeals to drivers in the area, but it’s unlikely that everyone who sees that billboard will be interested in your product or service. Not only that, but with traditional marketing you usually reach out to customers based on their demographic (e.g., age, gender) rather than behavior (e.g., web surfing, shopping, or social media usage).
The Advantage of a Learning Environment
One of the unique things about Disney World is that it provides customers with an exceptional learning experience. As a result of this, Disney is able to maintain such high levels of customer satisfaction even though it operates in a crowded marketplace. To achieve this, Disney uses a number of different techniques. One of the most effective ones is the use of technology. As already stated, MDE is a great example of this. Even if you visit the virtual world of Disneyland alone without an advanced device, you’ll still be able to learn a lot. This is because Disney has invested heavily in educating customers about the products and services that they offer through technology.
Another important factor behind Disney’s high levels of customer satisfaction is the company’s training programs. Even if you’ve been to Disney World dozens of times, you’ll still learn something new every trip. Moreover, the more you visit the site, the more you’ll learn. But that is arguably the case with any successful business. The key difference with Disney is that it regularly provides customers with new content that extends their knowledge beyond what they learned in the past.
The Disadvantage of a Learning Environment
While it would be great to have access to all of Disney’s secrets, that’s probably not the case. Instead, what we have here is an advantage – one that you should also consider. Just like any other business, Disney is always searching for ways to improve the user experience and increase revenue. To do this, the company releases new features and tools regularly through MDE and other platforms. As a result, if you’ve been on the site for a while, you may find that some of the features have become a bit outdated. This is not necessarily a bad thing, but it can be helpful to keep this in mind when you’re using the site or planning to visit it in the future.
Even if you’ve been using the same product or service for a long time, it never hurts to get updates or new features that make your experience easier or better. For instance, if you’ve been using Apple’s macOS for a while and a new version is released, you’ll most likely find that it is a massive improvement over the previous one. However, if you’re using a different operating system, then this may not be the case. Regardless, keep this in mind so you don’t get frustrated when you can’t use certain features because they’re not available on your platform.
In reality, any aspiring or experienced marketer will tell you that there is no such thing as a one-size-fits-all plan when it comes to marketing. For that reason, it is crucial that you develop a marketing plan that is specific to your product, your industry, and your budget. If you’re looking for a planning tool to help you with this process, then you can’t go wrong with the Adobe Marketing Cloud. With this tool, you can create and design marketing materials such as websites, social media posts, or print advertisements and then measure their effectiveness.