... year, its founders are handing the business over to their children, Paul and Maeve. The new generation wants to take the business online and make use of both modern and traditional marketing tools to promote their products. Nadia, a marketing consultant, presents them with some options.
SWOT ANALYSIS
A good “SWOT” analysis can help identify a company’s internalS trengths andW eaknesses, as well as its externalO pportunities andT hreats.
DATA-DRIVEN BUYER PERSONA
The marketing team creates buyer personas, or customer personas, which are descriptions of potential customers. This process looks at who the buyers are, what they want to do, how they think, how they buy and why they buy. Today, personas are created using big data, including, for example, data about visits to and actions on websites and social media.
MARKETING CHANNELS
Consumers move very quickly between their mobiles, their computers, social media platforms, events and shops. This is why marketers often have problems deciding where, when or how to reach them with the right message about the right product at the right time.
PESO
Marketing often concentrates on four types of media:
Paid media is content that you have paid for, such as adverts or sponsored posts on social media.
Earned media is content about your company and products or services that someone else has created. It could be anywhere: in newspapers, on TV or on the internet. You don’t pay for it.
Shared media is content that appears on social media.
Owned media is content that appears on your own websites and publications, such as customer magazines or in white papers.
Like, share, comment: it’s working!
SLOGANS AND TAGLINES
Remember the basics. A clever slogan or tagline should be part of every marketing campaign. Here are a few modern classics.
Nike: “Just Do It”
Audi: “Vorsprung durch Technik”
Apple: “Think Different”
ANSWERS
A wake-up call =Ein Weckruf
1. Your strengths
A. start-ups
B. competitors =Mitbewerber(innen), Konkurrenten/Konkurrentinnen
C. gap =Lücke
D. buzzifml. =Interesse, BegeisterungE. touchpointsF. audience (target audience =Zielgruppe )
2. Your market
A. carried (carry sth. out =etw. durchführen )
B. gathered (gather sth. =etw. sammeln )
C. mined (mine data =Datensätze durchsuchen und auswerten )
D. developed
E. ran (run a focus group =eine Zielgruppe leiten )
F. differentiated (differentiate sth. from sth. =etw. von etw. abgrenzen )
3. The basics of brands
A. flagship (flagship brand =Vorzeige-, Hauptmarke )
B. economy (economy brand =Billigmarke )
C. positioning (brand positioning =Markenpositionierung )
D. values (brand value =Markenwert )
E. awareness (brand awareness =Markenbekanntheit, -wahrnehmung )
F. extension (brand extension =Markenerweiterung )
G. loyalty (brand loyalty =Markentreue, -loyalität )
H. advocates (brand advocate =Markenfürsprecher(in) )
4. Making use of old and new
A –2;B –5;C –1;D –3;E –4
5. Searching for sleep
A. proposition (unique selling proposition (USP) =Alleinstellungsmerkmal )
B. regulation (general data protection regulation (GDPR) =Datenschutzgrundverordnung )
C. optimization (search engine optimization (SEO) =Suchmaschinenoptimierung )
D. results (search engine results page (SERP) =Suchmaschinen ergebnisseite )
E. click (click-through rate (CTR) =Klickrate )
F. conversion (conversion rate optimization (CRO) =Conversion-(Rate-)Optimierung )
G. indicator (key performance indicator (KPI) =Leistungskennzahl )
H. return (return on investment (ROI) =Kapitalrendite )
6. How to influence people
A. footprint (social footprint =Fußabdruck in den sozialen Medien )
B. coverage (media coverage =Berichterstattung in den Medien )
C. presence =Präsenz
D. access =Zugang
E. reach =hier: Anzahl der erreichten Kunden
F. feed =Einspeisung (von Daten)
G. leads =Leads, Interessenten
H. mention =Nennung
I. mind (be front of mind =als Erstes in den Sinn kommen )
7. We’re green, great and growing fast
A. trustworthy =vertrauenswürdig
B. buzzworthyUS ifml. =Interesse verdienend
C. eye-catching =auffällig
D. viral (go viral =sich rasend schnell im Internet verbreiten )
E. memorable =einprägsam
F. inspirational =inspirierend
G. passionate (be passionate about sth. =eine Leidenschaft für etw. haben )
H. genuine =authentisch
HOW DID YOU DO?
Note: In order to be able to compare your language knowledge across different areas of business English, allBusiness Spotlight tests have a maximum possible score of 50 points.
40–50
Excellent!
Congratulations! You are clearly already an expert in the language of digital and traditional marketing.
30–39
Well done!
You’re not far from the top score! If you want to be an expert on the topic, try reading more about marketing developments in English when you get the opportunity.
18–29
Good
Clearly, you are interested in the business of marketing, but your vocabulary isn’t up to speed. Check your results to see where you went wrong. Do those exercises again to help you broaden your knowledge.
Up to 17
Could do better
Marketing is full of specialized vocabulary and expressions, and it can be hard to remember them all. Don’t worry. Try the test again to see if you can improve your results.
Illustration: TarikVision/iStock.com
Illustration: TCmake_photo/iStock.com
Illustration: TarikVision/iStock.com
