The Formula Tells You What To Do!
__________ = Benefits / Costs
Value
It was the Sun in the prof's juvenile planet slide.
Your website, blog, email list, and SMS are examples of this channel type you control.
Owned media
This channel gets you to the top of search results instantly, but at a cost.
PPC (or paid search)
To increase Value in our marketing equation, what do we need to do to Benefits?
Increase
Why did the prof talk about Volvos?
Funnel (marketing differently to different stages)
A direct channel delivered to the inbox, known for subject lines and controlled content.
This organic strategy takes time but can generate free traffic for years.
SEO
Name a cost, other than "money".
Time, Effort/Convenience, Risk
It's the part of the marketing funnel where a customer makes a purchase or fills out a lead form on your site.
Conversion
An on-site content hub that fuels SEO, authority, and lead nurturing with updated posts.
Blog
This form of digital marketing has high conversion because customers have likely opted-in or made a prior purchase.
What were the two major brands we discussed in class that highlight the parts of our value equation?
Starbucks and Walmart
Positioning, storytelling, visual identity, and messaging to build recognition and trust.
This channel enables real-time conversations with customers through comments, DMs, Stories, and live Q&As
Social
This marketing channel thrives on short-form videos and viral trends.
Social
What is the name of the prof's favorite bull dog on social media?
Eggnog
Traffic to a website is an analytic that's good for measuring this part of the funnel...
Awareness
It’s the central hub you fully control. Where your brand lives, content resides, and conversions happen.
Website
This marketing channel sends personalized promotions straight to people’s pockets.
Text / SMS Marketing