MNT Lecture 1 - Understanding Marketing in a Digital Age

Case

You are the digital marketing manager for a high-end ergonomic office chair company. Your boss wants to increase traffic by writing positive "puff pieces" about how great the chairs are. You argue that to build trust, you must address the "Big 5" topics buyers actually look for.

Open Ended

Work in pairs. Draft five blog post headlines, one for each of the "Big 5" categories listed in the lecture.

Categorize

Options (4)

STP Framework: Specifically Segmentation (dividing) and Targeting (selecting).

SMART Objectives: The goal is Specific, Measurable, Achievable, Relevant, and Time-bound.

SOSTAC Model: This is the six-step planning model starting with Situation Analysis.

Competitive Advantage: Doing something better or differently

Match which framework or concept applies to the following statements:

"We are dividing our market into groups

"Our goal is to generate 500 qualified l

"We are currently performing a Situation

"We are using our resources to produce s

Terminology explained

SaaS (Software as a Service) is a cloud-based model where providers host applications and deliver them to users over the internet on a subscription basis, eliminating the need for local installation or maintenance; users access it via web browser or app, paying typically monthly for features, with the provider handling infrastructure, updates, and security, like Gmail or Salesforce. 

How it works

• Cloud Delivery: Software runs on the provider's servers, not your computer.

• Internet Access: You log in and use it from anywhere, on any device.

• Subscription Model

  : Pay-as-you-go or monthly/annual fees, reducing upfront costs.

• Provider Managed: The vendor handles all updates, maintenance, and infrastructure. 

​Terminology Explained

Key benefits

• Lower Costs: No large upfront purchase; predictable subscription fees.

• Accessibility: Use from any device with internet.

• Automatic Updates: Always on the latest version without manual installs.

• Scalability: Easily add or remove users as needed. 

Examples

• Email services (Gmail, Outlook.com)

• CRM (Salesforce)

• Collaboration tools (Slack, Microsoft 365)

• Streaming services (Netflix, Spotify) are similar models. 

Case

A Software as a Service (SaaS) start-up is reviewing its marketing performance.

• Metric A: Their website traffic has increased by 50% (High Volume).

• Metric B: It costs them £100 to acquire a new customer (CAC).

• Metric C: The average customer spends £200 over the course of their relationship with the company (LTV).

Open Ended

Which of these metrics might be considered a "vanity metric" if it doesn't correlate to the bottom line?

Open Ended

Can you calculate the LTV to CAC ratio?

Poll

Is the LTV to CAC ratio healthy for this case?

• Yes

• No

Open Ended

In traditional marketing, a logo and corporate reputation are central to a brand's identity. According to the emerging trends in Web3, how is this changing? How is "trust" established in a "Brandless" environment?

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​Attendance Code: 33167890