Marketing 101 - Philip Kotler on Marketing Strategy | Digital Marketing

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He talks about Tesla Pre-madness.

Excellent thanks

SIR ❤PHILIP KOTLER FATHER OF MODERN MARKETING

Wilson Robert Lopez Barbara Lee Deborah

This guy is on prediction market not marketing.

Quality leads and marketing are so costly, and I just can’t afford to pay upfront. I’m looking for a service where I only pay for results. Any suggestions?

Thank you

👍

Anyone from India attendance here 😅

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Excellent explation

Excelent class, the Best of the Best.

3:50 Smart marketers identify who has a big network. If I can get Lady Gaga to say something about my book, the world will know about it. (Leveraging vast influencer networks)
6:15 Commoditization forces social responsibility & hospitality. The market itself will take care of bad companies.
6:50 Retail vs. Digital shopping (e-commerce)
9:20 China became the factory of the world, just like India became the office of the world.
13:23 Singularity university SF, highly technical courses
13:50 Abundance, Peter Diamandis book
15:30 Big Data is not enough — you've got to dig through it and do market analytics, so you can learn and get insight from the m data. Marketing research, analytics & big data. The internet permits us to know much about every person in the world.
20:48 SalesForce
19:50 Tony Hsieh of Zappos's job is to produce happiness, not to sell shoes. He wants his employees and suppliers to be happier.
37:00 Freemium model — get new customers and turn into a premium level, where you now give even more after they've become dependent on the free level service. Free book.
37:40 Innovations mean disruption.
39:22 The marketing person (CMO) is much closer to the market than manufacturing or finance people. Should have a list of directions the Co. could move.
44:20 Sales vs Marketing
46:30 The Sales Funnel. Loyal customers who like you so much they tell others—if you don’t have fans, just have people who bought your product but don’t tell others, it’s not good (consumer advocacy). Marketing lays the plans, then sales picks up those leads.
48:30 Friction between marketing and sales
54:20 Companies should have values and a purpose. If you're only in it to make money, it won't make it — instead, what are you creating that's worthwhile to people?
57:10 Focus on engaging customers and building a customer community to build loyalty with your Co. & brand.
59:00 Predictive Analytics (neuroscience of the brain) helps us predict what somebody will buy.
1:01:40 Buying customer lists and data on people—aka data brokering industry. B2B and B2C lists, where data is available for purchase.
1:04:00 The head of the company (CEO) will make the difference as to whether marketing is important to him, well done, and so on.
1:05:30 Marketing is everything. Every company ought to be run by marketing — it's all about customers — we're in a world that creates so much product, that we have to have someone good at selling product. 
1:06:40 Roles of CMO (chief marketing officer). Determines the ROMI — Return on marketing investment. The CFO keeps complaining, "we're wasting our money on marketing, we don't know what it's doing for us." The solution is to measure it. Show why putting some efforts on Facebook/YouTube has increased our sales and our profits.
1:08:20 All marketers should learn finance. You're in the business to make money, among other things. So you better be good at thinking about asset turnover, the cost of money, and what is your return on money. The CMO should only be spending 50% of the time on marketing, and the other 50% working with the CFO, the manufacturing people, and the personnel people. He/she should form a good role within the organization. (Story: company fired CMO and replaced with CFO. At least the financial guy is going to measure—it's his job).
1:17:36 Traits of long-lasting companies, vs. the majority that are short-lived. Value the people who work for them, more than the assets: "Yes, it's nice to have a factory, but I value the people more."
1:09:50 Starbucks delivers a coffee experience. Aka experiential marketing.
1:10:15 Marketing managers are so important because they manage intangible assets—your brand, your customer relationships, your networks, market position and market information. The future of your company will be a function of how good of a marketing organization you have. Marketing is in the best position to detect new opportunities, calibrate their size and estimate their likely profitability.
1:11:40 People who are great at marketing are not professional marketers, but are CEO's, eg. Richard Branson has marketing in his blood.
1:15:00 The Koreans were occupied by the Japanese, and now they're "more Japanese than Japanese."
1:23:20 Ingredient branding. aka Gore-Tex, D30.
1:29:45 Moving from Tradition to Digital Marketing. Do not give up the traditional, it's good for brand building, brand awareness, and big ads. But, start giving some of your marketing budget to millennials (10%-20% to start, experiment and increase based on performance). Digital will be 50% of the budget in 3-5 years.
1:35:40 CMO's need to become more financially minded. 
1:35:50 *Have a good website. *You'll know if you have a good website by measuring how many pages they've gone through. If they just see the first page and never do anything more, it's not getting to them. 
1:36:40 Is your company talked about on the internet?
1:37:00 Digital marketing, CRM vendors
1:40:10 The new 3P's = People+ Planet + Profits = Performance.
1:43:00 Maslow hierarchy of needs
1:43:30 Firms of Endearment: focus on stakeholders rather than just shareholders—not just to make money for some owner, but to make well-being for the people that are partners (stakeholders). These companies are highly profitable, outperform their competitors, have happier employees and customers, more innovation, more profitable suppliers, and are more environmentally involved. Believe that their corporate culture is their greatest asset and their greatest source of competitive advantage. People are happy working for them.

Thank you for this lecture

With all my respect for your lecture, it was wonderful and I am learning more, but the oldest organization for a business was in Mesopotamian Babylon, and Assyrians did marketing and trade as well

Thanks for your lecture it's successfully

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