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Marketing fundamentals

In this module we explore why the internet is causing so much marketing, old and new, to fail. You'll learn to approach marketing with a new mindset. You'll learn what sets successes and failures apart. No longer will it be a case of 'well, they're doing it, so we should too'. In short, you'll understand the all important 'why'. Doing a bit of offline promotion here and a bit of online marketing there makes sense, and it all needs to be tightly woven into the overall vision for your business.

Everyone is looking for the sure thing. They are looking to hedge their bets. They think the way to do that is to go with a proven quantity, a remake of something you have already seen. That is their mindset.

Leonard Maltin

  • How the internet has changed marketing
  • What to do instead
  • What underlies success in SEO & social media


Chapter 1: Something's broken

Everybody knows traditional marketing isn't working so well but few really understand why. If we are going to embrace modern marketing, then why not start by understanding what's caused the wheels to fall off the old methods?

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Chapter 2: First, be remarkable

Stop what you are doing!

It may be that you shouldn't be marketing at all.  At least not yet or at least not in a form that you'd probably recognise as 'marketing'. 

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Chapter 3: Sifting your audience

The internet has changed the way audiences think and behave and, ultimately, their potential to you.

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Chapter 4: Add to your offering

The alternative to reducing your audience is to add more value. That might be making your core offering better, but that's not the only way to add more value.

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Chapter 5: Embrace the freeloaders

People like free things, yet as businesses we don't like cheapskates. The internet, however, has made it possible to reconcile these seemingly irreconcilable views.

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Chapter 6: Now that you are great

At last, the bit most people start with. The promotion piece. Now you've done all the hard work of making yourself remarkable, you've still got to do some promotion.

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Chapter 7: Wrap up

Congratulations, you've made it to the end of the marketing fundamentals module.

You definitely deserve a prize, or at least a certificate!

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