The following are student learning outcomes for the Basic Technical Certificate in Digital Marketing at CWI: Comprehend the functions of marketing. Envision and produce organizational and product branding. Summarize the process of supply-chain management. Analyze and devise the components of marketing. Utilizing best practices from graphic design and web development to media relations and direct marketing, at BTC, you’ll work closely with our senior leadership team. . The art has changed, but the science hasn’t. Whether you earn media or own it, it’s about driving a message through to your target audience for a specific reason.
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We live in a digital world. And the most successful campaigns are integrated. We will help you embrace the world of digital media to engage your audiences, ensuring they see, hear and share your message — measuring and tracking the whole way. Facebook Twitter. OUR services. At work and on the weekends, BTC is immersed — and well versed — in social media strategies to build a presence on popular social media outlets, particularly Facebook, Instagram, Twitter, and LinkedIn, as well as other relevant platforms.
Social media provides the opportunity to build brand awareness, touch target audiences, communicate key messages, and drive website traffic, generating more leads and identifying prospects. The first is the identity of the service or product itself, and the second is the identity of the underlying business. For organisations that have a clear vision and mission , the product or service identity is often an extension of the identity of the organisation as a whole.
The second letter in the BTC model stands for Target group. This concerns the question of which particular aspects of the brand identity are relevant for a specific target group. After all, not all aspects will be equally effective in convincing potential customers.
Take an advertising company, for instance. Advertising companies usually have a traffic department. No company would use this in profiling, but a good traffic department is an important necessity. A traffic department does not add value to the positioning of the brand. To determine which aspects of an identity lend themselves well to positioning a brand, an organisation may use a variety of tools, including the means-end analysis.
This tool can expose the identity of a brand. At the same time, the tool provides useful insight into the language that the company should use with regard to customers and effective communication with the outside world. Differentiation is a reoccurring theme here. After all, the question is how a company can design its products or services in such a way that customers ignore the competitor.
The consumer starts his customer journey with the demand for a certain product or service. It is important that a brand of service provider aligns its product or service with this demand.
However, if an organisation focuses too much on differentiation, too much emphasis is quickly placed on the way in which the organisation distinguishes itself compared to other companies or brands. This is why it is better to talk about categorisation. This means a brand must be considered part of a category. In this case, customers may consider purchasing said brand.
The BTC model by Riezebos and van der Grinten is an extremely effective tool for positioning a brand. Consisting of the brand, target group, and competitors, brand positioning forms the foundation for developing and increasing customer knowledge and perception.
Brand refers to the identity of the organisation as a whole, or only the brand in itself. The target group must be analysed to ensure effective communication, and to comply with their demands and wishes. Finally, competitors must be analysed as well. After all, the goal of an organisation is to develop a quality product or service in such a way that consumers ignore competitors.
What do you think? How do you think you can apply this model when positioning your brand or organisation identity?
What do you believe are factors that can influence brand positioning? Do you have any tips or additional comments? If you liked this article, then please subscribe to our Free Newsletter for the latest posts on models and methods. How to cite this article: Janse, B. BTC Model. Your rating is more than welcome or share this article via Social media! Vote count: 0. No votes so far!
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It is mandatory to procure user consent prior to running these cookies on your website. Skip to content This article provides a practical explanation of the BTC model. What is the BTC model? Brand Positioning Brand positioning gives the target group a reason to purchase products of a certain brand instead of another.
When positioning a brand, ask yourself the following questions: Is it sustainable? Can the brand image be sustained in the long term? Is the brand suitable for all major geographic markets and companies? Is it an effective way for the organisation to achieve its financial goals? Does the brand support and stimulate the organisation and its objectives?