The Marketing Framework, as an important tool for marketers to tell stories, is often a guest of honor in various PPT. In Pony's view, there are two main types of marketing frameworks. One is to make the marketer's thinking more complete and reduce the omission of those necessary considerations, which is similar to a mind map; the other is to tell you the steps of what to do first and what to do later, which is similar to a process guide. Marketing science, which originated in the West, has never been idle in establishing a marketing framework, and many marketing frameworks have been written into textbooks, so that marketing majors and MBA students worship. Many frameworks also "pull together" memorable xY (e.g., 4P, 4C, 5W) and acronyms (e.g., AARRR, RACE, CMM, STDC).
We will enumerate some of the more mainstream marketing frameworks plus some of the marketing frameworks that Ji Ji has "invented" over the years
The marketing framework is not static, and in the long process of traditional marketing to digital marketing, 4P has developed into 7P, 4C has developed into 7C, funnel has developed into a closed loop (Flywheel). The story is getting better and better, the master is afraid that the apprentice will miss it, the apprentice is busy writing his own experience into the marketing orthodoxy, and various consulting companies are also busy inventing new frameworks and indicators, so the era of marketing framework blowouts has finally been created.
4P、7P和8P
7P marketing mix
Invented by Philip Kotler and McCarthy, 4P, also known as Marketing Mix, includes Product, Price, Place, and Promotion. 7P adds People, Process, and Physical Evidence. 8P plus Performance. 4P is a brand-oriented model, corresponding to the 4C.
4C和7C
7C compass model
The 4Cs were proposed by Robert F. Lauterborn in the 1990s, corresponding to the 4Ps, which are Consumer wants and needs, Cost, Convenience, and Communication. Another version of the 4C was proposed by Koichi Shimizu, corresponding to the 4Ps as Harmony, Cost, Channel, and Communication. 7C adds three levels of Corporation, Consumer, and Circumstance to the Shimizu version of 4C to become a compass type.
BCG matrix
Boston Matrix
A chart designed by Bruce Henderson for the Boston Consulting Group (BCG) in 1970 was designed to assist companies in analyzing the performance of their businesses and product lines, thereby helping companies better allocate resources and as an analytical tool for brand building and marketing, product management, strategic management, and the company's overall business. It places the targets of analysis in four quadrants, Cash Cows, Dogs, Question Marks, and Stars, and then responds with different strategies, respectively, with two coordinates of share and growth.
SWOT analysis and porter five forces
SWOT and Porter Five Are also often used in conjunction with PESTEL
SWOT analysis is also called strength and weakness crisis analysis, that is, Stringth, Weakness, Opportunities, Threats. The Porter Five forces are four external forces: bargaining power from buyers, bargaining power from suppliers, threats from potential entrants, threats from substitutes, and threats from potential competitors, which together evolve into a fifth force that affects the company: threats from existing competitors.
SOSTAC and RACE
Sostac digital marketing methodology model
SOSTAC is a methodology for digital marketing analytics optimization. Proposed by PR Smith in the 90s. The steps are Isolation Analytics, Objectives, Strategy, Tactics, Actions, and Control. Combined with SmartInsights' RACE framework (Reach, Act, Convert, Engage), it forms the overall framework below.
SOSTAC x RACE
STP marketing model
STP is a top-down approach that focuses on how companies solve customer problems and help deliver personalized (and relevant) messages to their audiences.
STP stands for Segmentation (dividing your audience into different segments), Targeting (who will be most receptive to your product), and Positioning (how you can make your product most appealing to that audience) and has helped many companies shift to leveraging social media to deliver content.
Pirate indicators AARRR and ICE
AARRR model
The pirate metric AARRR represents Access, Activation, Retention, Referral, and Revenue, respectively. Developed by Startup founder Dave McClure, it gives you an idea of how customers travel during the buying process and what you need to improve. I don't think there's anything new about the funnel itself, it's just that the followers of growth hacking love it more.
How to quickly evaluate any growth channel
Sean Ellis, who is billed as the "father of growth hacking," also has an ICE score that is seen as an easy and quick way to assess potential growth channels. You'll ask three questions:
- Impact: If this initiative works, what impact will it have?
- Confidence: How confident am I that this plan will work?
- Ease: How much time, money, and effort does it take to put it into action?
CMM and STDC
STDC x CMM
The CMM model proposed by Avinash Kaushik stands for Content, Marketing, Measurement. The STDC model stands for See, Think, Do, Care.
STEPPS and SEKSI
Developed by Jonah Burger, it is a formula for creating contagious content that people can talk about and share. They are Social currency, Triggers, Emotion, Public, Practical value, and Stories.
STEEPS framework
Corresponding to this is the SEKSI proposed by Jiyi in 2015. They reveal why some content is more capable of spreading virally.
- Status: Style, share this content to make others think I am very tasteful.
- Entertainment: Entertaining, sharing content brings joy to people.
- Knowledge: Knowledge, sharing content contains valuable information.
- Solution: Solution, sharing content can directly help others.
- Intimacy: Be intimate, share this content to bring people closer together.
SEO Methodology CARU
CARU Framework – SEO Methodology
The extremely proficient SEO methodology, CALU stands for Crowability, Authority, Relevancy, and Usability. All SEO optimization methods are nothing more than optimization from these four perspectives.
VPC and VPH
Value Proposition Canvas
The Value Proposition Canvas (VPC), proposed by Alex Osterwalder, is a framework tool for studying how a product fits into marketing needs. You can use it in conjunction with the VPH below.
VPH is Flint McGlaughlin's Value Proposition Heuristic (VPH), which helps marketers build and optimize their value propositions. Its formula is Nf = pVf – pCf.
To sum up
Above we have summarized more than ten kinds of marketing frameworks, it seems that marketing to learn well must be played well in crossword puzzles. With these, you can set the formula to make better PPT to deal with the boss, cope with the teacher, deal with the interviewer, deal with the customer. But as I said at the beginning, the marketing framework is just a tool, and what it is used depends on the "craftsmanship". If you can put in more of your own thinking when you understand using these frameworks, you will definitely gain more.
On the other hand, although Mr. Ma has been keen to collect, research and even create marketing frameworks in the past decade, I also know that the experience and methodology summarized by these summaries are not universal. More often than not, you may be "framed" by these "slightly outdated" frameworks. I hope that the most accomplished readers will be able to clearly understand this and will not deviate from the original intention of sharing.
Author: Ma Jun