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Module 3.pptx

  2. Digital in Action - contents  Actions of digital marketing campaigns – Advantages and disadvantages of multi- channel marketing -Augmented reality -Interactive displays -Skyscrapers - Lingubots -Interstitials displays-Pops-ups -Viral marketing and gaming  Online tracking of customer behavior  Digital Marketing Plan –Measurement of digital campaigns- Applications and procedures -ROI and LTV -Response rates  Campaign reviews -Key performance indicators for continuous improvement - Customer analysis  Online buyer and search behavior -Online survey method -Commercial measures - Brand measure -Tactical measures  Affiliate network Social network -Customer, consumer and users visitors – Personas. 2
  3. A DIGITAL MARKETING CAMPAIGN • Digital marketing campaign A digital marketing campaign involves the execution of a marketing strategy across all the digital channels where consumers engage with a brand, usually for the purpose of improving a company's conversion rate. A good digital marketing plan will lead you through the necessary steps to arrive at a digital campaign strategy that is made-to- measure for your target audience, this can be done in-house or externally with a digital marketing agency. 3
  4. The 6 crucial steps behind an effective digital marketing campaign Define your business brief Define your budget Define buyer personas Content Development Implementation Reporting 4
  5. Define your business brief •Analyse your market •Research your competitors •Define your goals & objectives 5
  6. Define your budget •Resource allocation •What assets will you need? •Consider distribution strategy 6
  7. Define buyer personas •Understand their challenges & goals •Identify themes & keywords •Select the appropriate marketing tools/channels 7
  8. Content Development •Awareness •Convert •Nurture 8
  9. Implementation Time plan 1.Asset Creation 1.Distribution plan 9
  10. Reporting 1.Track 1.Measure 1.Adapt 10
  11. 1. Define your business brief • Analyse your market Always start with market analysis. Before progressing, you should have a clear and realistic understanding of the performance of your products or services within your industry. One way to do this is to reach out to clients for honest feedback. Alternatively, you can turn to data / KPIs for this kind of info. • Research your competitors Understanding where your competitors are succeeding (and failing) offers great insight. It helps you understand the right (and wrong) areas you should be targeting to reach your desired audience. • Define your goals & objectives You should be looking for around 3-5 clear objectives for each campaign. Ask yourself… What is your overall aim? What (specifically) are you hoping to achieve? 11
  12. Define your budget • Budget is often a difficult subject. It’s important not to restrict a campaign’s potential by being too tight with your marketing budget plan and cost allocation. However, every decision should be made with marketing ROI firmly in mind. • You need to consider where your budget will be going, and it’s vital that you’re realistic from the outset. • Consider… • Resource allocation • Amount/type of assets • Distribution strategy • For example, if you plan to use Pay Per Click advertising to get seen for a specific Google search, the funds for this need to be considered at this stage in the campaign development process. 12
  13. 3. Define Buyer Personas • A buyer persona is a breakdown of an ideal customer, which then serves as a representative for a specific section of your target audience. • With an understanding of their goals and the types of challenges they face, you can begin to draw out… • Themes – that you can use as the foundation for your content creation • Keywords – that will enhance the impact of your content with this audience segment • Channel strategy – an understanding of where this audience exists in the digital space (LinkedIn, Twitter, publication X, etc.) 13
  14. 4. Content Development • Awareness Content should be developed on the basis of who will share it. It needs broad appeal and mass shareability. Which influencers would be good to get on board? Could you interview someone who has a large following? These are the types of questions you should be asking. • Conversion Content must respond to the challenges that your buyer personas are facing. If it doesn’t add value, don’t make it a part of your digital promotion strategy. • Nurture Content is designed to be helpful, useful, educational, anything that is suited to your audience and will keep them engaged with your brand. Done well, nurture content will transform the success of your digital branding. 14
  15. 5. Implementation • Time planning Before producing the digital content, you need a firm grasp of the time frame for your campaign. This will help you divide time and plan resources efficiently and effectively throughout the entire digital media campaign. • Asset Creation Now’s the time to start turning your amazing digital content ideas into real life assets ready for distribution. • Distribution planning Here you should determine exactly where and how each piece of digital content will go out, and who’s responsible for the various aspects of that process. You should also consider how your content fits together as a larger body of content. For example, if you have a blog post that will link to a conversion download piece, you’ll need the downloadable content set up and ready to go when the blog post goes live 15
  16. 6. Reporting • Measuring digital marketing campaigns is vital. If you’re not measuring your campaigns there’s no effective, reliable way to improve them. • Depending on the length of your digital campaign, you should set up a system of closed loop reporting that allows you to track and measure the progress of your campaign via key statistics and performance indicators. If your campaign is short, there may be no time to use the results of a given campaign to improve itself, but they can be used to influence future digital marketing campaigns. 16
  17. Advantages and disadvantages of multi- channel marketing 17
  18. Advantages and disadvantages of multi-channel marketing Advantages Disadvantages ✔ More flexibility for the company ✘ Complex logistics, higher control effort ✔ Improves customer satisfaction and customer loyalty ✘ Risk that the individual channels are not perceived as part of the same company ✔ Better market coverage, development of new target groups ✘ Possibility of a “cannibalization effect“ ✔ Business risk is distributed further ✘ Individual sales channels aren’t connected ✔ Opportunity to reposition a company on the market ✘ Information can’t be transferred across channels 18
  19. Examples of Multi-Channel Marketing • Maggi and Wagner Pizza Maggi is an international seller of products such as seasonings and instant soups with considerable popularity across regions such as Eurasia and Oceania. In 2017, they combined efforts with the Facebook Creative Team to reformat one of their very successful television ads for use on social media. They believed this would complement their media mix while allowing them to reach a much broader audience. • The team put advertisements together for both Instagram and Facebook, shortening a 30-second television spot to an 8-second mobile-optimized clip with captions. They then ran both television and social ads during the same three-month period. This multi-channel campaign was quite successful – they experienced a 9 percent lift in sales and a 3.06x annualized return on their advertising spend. 19
  20. Examples of Multi-Channel Marketing Gatwick Airport • Gatwick Airport is a major international airport in southeast England, boasting over 115 gates. Being the 9th busiest airport in Europe, they were having some trouble managing their round-the-clock customer concerns. In 2010, they had the idea to launch 24-hour customer service support through a Twitter account. They trained employees to quickly resolve problems before travelers even left the airport. • Their strategy to bridge the gap between online and offline didn’t stop there. Gatwick Airport went on to install giant QR codes in areas that were under construction, and visitors that scanned the codes could see the future plans for that space. The airport also harnessed a location-based marketing service to encourage visitors to review booths in the airport. This multi-channel marketing strategy didn’t only give Gatwick Airport a wealth of customer information to fuel future campaigns and offerings – their innovation generated over 100 media pieces touting their success, and 85 percent of customer comments 20
  21. Augmented reality Augmented reality (AR) is an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli delivered via technology. It is a growing trend among companies involved in mobile computing and business applications in particular. • Augmented reality (AR) involves overlaying visual, auditory, or other sensory information onto the world in order to enhance one's experience. • Retailers and other companies can use augmented reality to promote products or services, launch novel marketing campaigns, and collect unique user data. • Unlike virtual reality, which creates its own cyber environment, augmented reality adds to the existing world as it is. 21
  22. What is Virtual Reality? • Virtual reality (VR) is an artificial environment that is created with software and presented to the user in such a way that the user belief and accepts it as a real environment. Virtual realities artificially create sensory experience, such as sight, touch, hearing, and smell. Virtual reality is often referred to as Head Mounted Display (HMD). Holding up Google Cardboard to place your Smartphone’s display in front of your face can be enough to get you half immersed in a virtual world. The goal of the hardware is to create virtual environment without the boundaries we usually associate with TV or computer screens. So whichever way you look, the screen mounted to your face follows you. Video is sent from the console or computer to the headset via a HDMI cable in the case of headsets such as HTC's Vive and the Rift. VR headsets use either two feeds sent to one display or two LCD displays, one per eye. There are also lenses which are placed between your eyes and the pixels which is why the devices are often called goggles. 22
  23. Advantages and disadvantages of both ➨The AR system is highly interactive in nature and operates simultaneously with real time environment. ➨It reduces line between real world and virtual world. ➨It enhances perceptions and interactions with the real world. ➨Due to its use in medical industry, life of patients have become safer. It helps in efficient diagnosis of diseases and in early detection of them. ➨It can be used by anyone as per applications. ➨It can save money by testing critical situations in order to confirm their success without actually implementing in real time. Once it is proven, it can be implemented in real world. ➨It can be used by military people without putting their life in danger by way of battle field simulation before the actual war. This will also help them in actual war to take critical decisions. ➨It can be applied to part of training programs as it makes things memorable and eye catching. 23
  24. Disadvantages Of Augmented Reality (AR) ➨It is expensive to develop the AR technology based projects and to maintain it. Moreover production of AR based devices is costly. ➨Lack of privacy is a concern in AR based applications. ➨In AR, people are missing out on important moments. ➨Low performance level is a concern which needs to be addressed during testing process. ➨It requires basic learning to effectively use AR compliant devices. 24
  25. The 5 Types of Augmented Reality 1. Projection based AR As the name clearly says this type of AR projects digital images on physical objects in the physical space. It can be interactive and project a digital keyboard on your desk, or a dialer on your hand. It might be non-interactive and it can be used to create projection of objects that you can position and see in depth – for example, it might show you if your future fridge will fit into that space you have near the oven by projecting the fridge in front of you. 2. Recognition based AR Whenever you scan a QR code, or scan an image and it comes to live (just like in iGreet cards) you are actually using a recognition based AR. This how iGreet works – the AR app detects and recognizes something called AR marker. Once it recognizes the marker, it replaces it with a corresponding object. Another type of recognition based AR tech is the one that translates words seen through the camera. This type of AR also seems to be the most widely used one – along with the next one. 25
  26. The 5 Types of Augmented Reality 3. Location based AR Location based AR is taking advantage of the smart devices’ location detection features. If you’re a traveler and you want to discover new great places, this method will use your location by reading your smart device’s GPS, compass and accelerometer and give you relevant information about what you’re looking for on your screen. 4. Outlining AR The line here is a bit blurry – outlining AR uses object recognition to work, and might look a bit like a projection based AR. For example, whenever you’re parking your modern car in the dark, outlining AR recognizes the boundaries of the road and outlines them for you. This method can also be used in architecture and engineering to outline buildings and their supporting pillars. 26
  27. The 5 Types of Augmented Reality 5. Superimposition based AR Superimposition based AR also uses object recognition in order to replace an entire object or a part of it with an augmented view. For example, if you’ve ever played FPS games, you know how your soldier may have advanced military equipment showing infrared view, night vision, radioactive view, etc. – this is all superimposition based AR. Also, in medicine, a doctor can use this technology to superimpose an X-ray view of a patient’s broken arm bone on a real image to provide a clear understanding of what the bone’s damage actually is. 27
  28. Interact Interactive Display? Interactive displays • An interactive display is a mounted device that enables users to make vibrant visual presentations and control on-screen data through digital touchscreen interactions. Available in a variety of sizes, interactive LCD panels are suitable for collaborative spaces ranging from small preschool classrooms to expansive corporate boardrooms How an interactive display works? A key feature of interactive screens is digital annotation, or the ability to annotate documents and files in an electronic way. In the same way that you can write on a traditional blackboard, an interactive screen allows you to essentially write using digital ink in a variety of colours. 28
  29. Interactive displays 29
  30. Benefits of Interactive Displays • Faster Interactive touch screen displays allow you to save on time. They respond to commands faster in addition to reducing the time it takes to navigate through a process and present results. If you own a restaurant and would like to take orders from your customers, using a touch screen will help reduce the time required to post this order. The customers are therefore served faster. • Easy to Use Large touch screen displays are easy to use. The idea of a touch screen thrives on the fact that pointing is intuitive. Therefore, learning how to use a touch screen is very straightforward. It is easier to navigate the device, whether it is a phone or a computer. If you have new employees coming in, they do not need a lot of training to be able to use your touch screen displays. • Space Saving Interactive displays help you to save up on space. Computers that have a touch screen display use up less space as opposed to other regular monitors that have to have a mouse and keyboard on the table as well. This helps to conserve space and is beneficial especially if you have a small establishment. You are able to make optimal use of the space. It also reduces the number of wires crisscrossing your work station.30
  31. Benefits of Interactive Displays • Durable Interactive touch screen displays are durable. The material used on the displays is hard glass which can withstand a lot of force in case of an accident. They are also very easy to clean as all you need to do is wipe them. These displays are best used in areas where many people must use computers to access the system. An example of this is in hospitals, Schools and in restaurants. This is because cleaning and maintaining them is easy. • Accessibility For those who are limited in one way or another, interactive displays are the best. If you have a problem seeing all the letters on the keyboard, a touch screen helps you know about the way to go and significantly reduces the struggle. • Improved Efficiency Large touch screen displays also help to improve efficiency. They allow you to do your work faster which leads to improved efficiency. The turnaround time with a touch screen display is much faster that with the alternative. • Interactive displays are the way to go when it comes to businesses and establishments such as restaurants or even hospitals. They improve turnaround time and ease of access. This makes work easier and therefore results in time and other resource-saving. The touch screen also improves the efficiency of staff members which leads to higher profit margins because the benefit transfers to the customer in the end. 31
  32. Skyscrapers 32
  33. Skyscrapers • A skyscraper is a tall continuously habitable building having multiple floors. Modern sources currently define skyscrapers as being at least 100 metres or 150 metres in height, though there is no universally accepted definition. Historically, the term first referred to buildings with between 10 and 20 stories when these types of buildings began to be constructed in the 1880s. Skyscrapers may host offices, hotels, residential spaces, and retail spaces. • A relatively tall building of many stories, especially one for office or commercial use. Or • Architecture. a building of exceptional height completely supported by a framework, as of girders, from which the walls are suspended, as opposed to a building supported by load-bearing walls. 33
  34. Skyscrapers – EXAMPLES Rank Name City Country m ft 1 Burj Khalifa Dubai United Arab Emirates 828 2,717 2 Shanghai Tower Shanghai China 632 2,073 3 Abraj Al-Bait Clock Tower Mecca Saudi Arabia 601 1,971 34
  35. The benefits of skyscrapers • Skyscrapers are the best way to have as much work or retail space in as few city blocks as possible. Height creates space in dense cities, and large cities like New York and Chicago are notable for their skyscrapers grouped together in the city center. This also allows for a larger profit margin, since a tall building often generates more lease income for its owner. • Tall buildings are also innovative in the environmental department. Bringing space into a city center reduces urban sprawl, allowing for better preservation of natural areas. Depending on how they are built, many skyscrapers are also energy efficient and even made with recycled materials. A vibrant city center with plenty of space for restaurants, shopping or work can support public transportation, which gets more people out of their cars and polluting less. • Skyscrapers also support affordable living. They are not just business places, but also apartments and communities. People can live near downtown and have access to shopping and services, which reduces travel-related expenses like car insurance, fuel and repairs. Many affordable housing facilities are skyscrapers because the volume can reduce rent expenses. • Finally, everyone loves a good view, and skyscrapers provide them. All you have to do is see the number of tourists visiting the top of the Empire State Building to enjoy the cityscape to understand this concept. This adds to skyscrapers’ awe-inspiring mystique 35
  36. Skyscraper disadvantages • The main disadvantage of skyscrapers is how they can tend to take over a city. Rather than support ground-level interaction, they tend to isolate people with their omnipresence. Cities evolve when people interact, and skyscrapers do little to encourage that. • Also, the advantage of the view from skyscrapers also destroys the view in shorter buildings. Lawsuits arise because a new skyscraper blocks a river view or creates more vortex shedding. Skyscrapers block or overshadow historic buildings that may have once had an excellent view. • Anyone who is building a skyscraper should plan carefully to avoid becoming a neighborhood pariah. Also, as more cities pass ordinances regarding air space and building height, it is important to comply with those rules and ensure your structure is not a non- compliant eyesore. • Skyscrapers also have their structural vulnerabilities. While innovation continues to make them better able to withstand earthquakes and natural disasters, they remain difficult to manage. Fire is especially a concern, because their size makes it more difficult to evacuate people. During the design phase, it is important to not only consider structural integrity but also ensure the safety of those who work and play inside. Fire suppression systems and escape routes are essential components of any new skyscraper construction project. 36
  37. Lingubots • Lingubot is software that lets on-line customers search your company's knowledge base by interacting with a virtual character from your Web site. These characters, or Lingubots, respond to customers' text messages. The software comes with six sets of graphics that you can choose to build your own Lingubot, like an image of an agent, and you can also create your own graphics. • Chatbots or lingubots are automated robots that can initiate an online chat discussion with the user. These bots can be used for providing real time online sales support 37
  38. Interstitial display • Interstitial display is an ad that appears between two content pages. Also known as transition ads, intermercial ads and splash pages. • It is recommended that interstitial ads appear before the break page rather than after. Break pages often require a user to tap a Next button (or equivalent). Ads between levels and after a Next button can be surprising. It is strongly recommended that interstitial ads between levels or stages show explicitly before any Continue or Next level buttons. This behavior may reduce accidental ad clicks from users who unintentionally click the ad instead of the Next button. 38
  39. Interstitial Ads • interstitial ads are placed at the time a webpage is loading. It can also be used between the different levels of an online game or to connect activities. The users typically have a choice – they can either view the ad completely or skip the ad and go to the intended page directly. • An interstitial ad can include all kinds of elements – graphics, photos, text and video. However, the first question is whether you should use it or not? There is no single answer to this. What you need to understand is that when it comes to online adverts, you need to carefully weigh the pros and cons before choosing to use them. 39
  40. Benefits Of Using Interstitial Ads • Interstitial Ads Are Interesting: When this ad is used properly, it can bring together an attractive aspect to showcase your products and services. Moreover, as you allow the user to view or skip, it isn’t as big a bother as most other online ads. • Interstitial Ads Are Comprehensive: While an interstitial ad may only contain text, there is no limit to how you present content here. Therefore, it is easier to include fascinating images or videos in the ad to make it successful. • Interstitial Ads Capture Attention: If placed in the correct position, the user experience of interstitial ads is ideal to capture the attention of the target audience. While the user waits for a webpage to load or the next level of activity, it becomes a suitable option for use. 40
  41. Disadvantages Of Interstitial Ads • It May Hamper User Experience: If you opt for too many such ads, it may even annoy the user so much that they leave the site. It would definitely be so when the user faces an ad at every step of the way. • The solution is simple enough; even though interstitial ads may be useful, you should always keep in mind that too much of anything isn’t good. Therefore, you need to ensure that the number is kept to a minimum. • It May Delay Loading Time: If the interstitial ad goes on and on, and the webpage takes a long time to load, the user is sure to feel irritated with the website. The ad must load quickly as well. • Here also, you can ensure that the ads are loaded in advance so that the user has a seamless experience. With this, you will surely be able to have an opportunity to display your products or services with ease and efficiency. • Ensuring Interstitial Ads Work For Your Business Here is a quick tip. Keep experimenting and keep monitoring the performance of these ads. Wait for sufficient impressions before making further decisions. Also, don’t go by what has worked for others. See if the same is working for your website too. The interstitial ads are easy, effective and eye-catching, and can be a good tool for more success in your advertising campaigns. 41
  42. pop-ups • Pop-up ads or pop-ups are forms of online advertising on the World Wide Web. A pop-up is a graphical user interface (GUI) display area, usually a small window, that suddenly appears ("pops up") in the foreground of the visual interface. 42
  43. Advantages Of Pop-ups • You can customize your pop-up advertisement You are able to customize your pop-up ads in a way you want. You are lucky and still able to customize your pop-up content as you want or according to need. Moreover, It is an essential way to make it more effective. • Grabbing people’s attention These pop-ups are essential to grab the attention of more people as compared to banners. This is the effective advertising method which maximizes your website’s traffic. • Use a pop-up to ask for feedback You can use a pop-up window in order to gain the opinion of visitors about your website and advertisement. You may also use it for suggestions of your regular and serious users. 43
  44. Advantages Of Pop-ups • You are able to gain subscribers If you place pop-ups on your web page it may increase your subscribers and users. Because it will add value to your website and more visitors will start following you. • Way to increase website’s traffic. It is so beneficial to you because you can easily increase your website’s traffic with these pop-ups. For instance, if a user will click on your website ads from another webpage, then he will be directed to your webpage. In this way, you are able to increase your website’s traffic or engage more people toward your product. 44
  45. Disadvantages Of Having Pop-up Windows • Brand’s reputation • Extreme pop-ups on your website may hurt your serious clients because they need to read an important content on your webpage but these pop-up windows disturb them. In this way, you may lose the attention of many serious users. Or the user may feel negative toward your brand, which can lead to low reputation. • Moreover, it may take away attention from the important content or products of serious buyers. You can use these pop-up windows but in a limited way. It may take more time to reach original content and the user will read it forcefully. So should avoid the excessive use of pop-ups on your webpage. 45
  46. What Is Viral Marketing? • Viral marketing seeks to spread information about a product or service from person to person by word of mouth or sharing via the internet or email. The goal of viral marketing is to inspire individuals to share a marketing message to friends, family, and other individuals to create exponential growth in the number of its recipients. • The internet and the advent of social media have greatly increased the number of viral messages in the form of memes, shares, likes, and forwards. 46
  47. Examples of Viral Marketing • A frequently used example of early viral marketing is Hotmail, the free web-based email service launched in 1996 that included in its users' outgoing messages an embedded advertisement and direct link inviting recipients to sign up for an account. This practice led to the fastest growth among user- based media companies at the time. 47
  48. advantages of viral marketing service • The advantages of viral marketing service are high credibility, low costs, great reach, high efficiency and the opportunity to continuous promotion adjustments. The main reasons for the wide popularity of viral marketing are: • Socializing and networking has now made very closer to the people. So relatives and friends are simply accessible over the net. • Viral marketing is one of the cost-free methods for promoting a business transaction. • The time and resources are easily available. In this type of marketing, one person contacting their friends or relatives. They contacted more and more people and the chain goes on. It generates revenue from advertisement. • In spite of the probable risks, viral marketing has the ability to draw the greatest potential audience at a convincingly low cost, raising the reach of your business. 48
  49. The main disadvantages of the viral marketing are: • Association with unknown groups – The strength of viral marketing depends on the transfer of messages from person to person. During this process, it may reach someone you would rather not be associated with. • Spam threats – If made badly, viral marketing can guide to significant spam issues. • Keep away from making merely financial-based offer • Brand dilution 49
  50. GAMING • Digital marketing strategy plays a major role in the gaming industry and companies spend millions marketing their games, sometimes even more than developing them • ANGRY BIRDS (2009) Today we all use our mobiles for gaming but in 2009 it was still a relatively new concept and many of us didn’t have a concept of how gargantuan this industry would become. Currently, mobile gamers account for 150 million gamers overall and that number is only expected to continue growing. Finnish developers Mikael and Niklas Hed of Rovio certainly understood the potential of the market when they launched Angry Birds on the iOS App Store in December 2009. 50
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  56. GAMING: CALL OF DUTY: BLACK OPS II (2012) • Like with the other games in the Call of Duty franchise, Activision got the buzz going early with a dramatic YouTube teaser trailer - a live- action advertisement featuring Robert Downey Jr and a Twitter campaign ‘Choose Your Own Black Ops Adventure’. These generated the required buzz and helped set the record for the most pre-ordered game on Amazon. • Activision made an interesting move in their digital marketing campaign to partner with an existing app, Action Movie FX, to create a Black Ops II branded version of the app. This allowed consumers to upload clips of themselves rendered with stunt-worthy digital effects. Activision also built a custom landing page to actively engage with the audience and provide access to exclusive content. The site was a success seeing high levels of engagement with a high average user engagement time of 8 minutes. 56
  57. GAMING: CALL OF DUTY: BLACK OPS II (2012) • After the game’s release, Activision continued to step up their digital marketing campaign with The Replacer YouTube videos. The advertisements poked fun at gamers spending a lot of their time playing Black Ops II, with actor Peter Stormare offering to be a ‘replacement’ in their everyday lives. As well as successfully advertising exclusive downloadable content, the videos were a huge success garnering thousands of views. Tim Ellis, CMO of Activision, described the whole campaign for the game as “re-writing the rule-book of how games are marketed.” The figures show he wasn’t talking in hyperbole, with Black Ops II grossing $1 billion in the first 15 days of availability and selling 24.2 million copies overall. 57
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  59. Online tracking of customer behavior 59 Source: https://www.slideshare.net/cheqala5626/chp-7- online-customer-behavior
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  64. 5 Ways To Track Online To Offline Customer Behavior • QR Codes QR codes are unique barcodes that get added to product packaging, poster ads, and various in-store print media, and are a great way to track how offline browsing behavior and marketing activity is affecting your online sales • Coupons Coupons and discount codes allow retailers to advertise online for a discount on in-store sales, and track the results of that online-to-offline campaign. It works by creating unique coupon codes for each of your PPC ads, which offer some kind of incentive if the user buys in-store. Each code that consequently becomes an offline sale can then be linked back to the ad to calculate your ROI. 64
  65. 5 Ways To Track Online To Offline Customer Behavior • Call Tracking Integrating the contact centre into your multichannel strategy means relying on call tracking software to generate unique numbers online. Dynamic phone numbers are generated for individual users looking at your website and clicking your PPC ads, and allow calls to be linked back to previous online interaction. For example, you can see what keywords they entered, what ads and clicks inspired the call, as well as what they did after the call (if they don’t purchase over the phone). • Loyalty Schemes Loyalty or members’ schemes are an ideal strategy for marketers who want to attribute an in-store sale to that user’s previous online interactions with the company. Once a customer is signed up to the scheme, or has downloaded the app, their unique ID gets scanned at the point-of-sale. This then gets tracked back to previous actions taken on both the website and the app (provided the user is logged in). If you are using SaaS-based loyalty platforms, like Sweet Tooth, the sale can also be added to a user’s account via POS integrations, making the purchasing experience much more efficient. 65
  66. 5 Ways To Track Online To Offline Customer Behavior • Beacons • Beacons allow you to target customers on their mobile as soon as they walk into your brick-and-mortar store. When they move within reach (standard beacons have a range of 70 meters), you can communicate with customers via Bluetooth on their smartphone. Not only does this mean purchasing incentives can be sent to the shopper in real time, but it also allows marketers to measure what percentage of their online customer base actually walks through their doors. 66
  67. Digital Marketing Plan 67 step-by-step structure for your digital marketing plan
  68. Structure of a 2021 Digital Marketing Plan 68
  69. Step 1: Situational analysis • The first thing you need to do when developing your digital marketing plan is to carry out an internal and external analysis (SWOT analysis) of the company. A useful framework for this is the SWOT analysis that allows you to look at the strengths, weaknesses, opportunities, and threats for your company and the market at large. • We need to be familiar with the ecosystem in which we operate, what our customers' needs are, and where they are addressed. This analysis is equally qualitative as it is quantitative as it looks at factors such as digital habits, intermediaries, influencers, and more. 69
  70. Step 2: Establish Digital Marketing Goals • Once you have your place in the market and your strong points in mind, work on establishing some goals to create a clear idea of where your actions should take you. Everything you plan has to work towards meeting those goals. • You can work on developing this part of your digital marketing plan with the SMART goals framework in mind: specific, measurable, attainable, relevant, and timely goals. 70
  71. Step 3: Define the Marketing Strategy • Segmenting your target audience: Know who you want to address, what their tastes, needs, or preferences are, where are you looking to meet their expectations, etc. This is the time to create your buyer persona. • Positioning: To achieve proper positioning, it's crucial that you are very clear (and reach your audience in the same way) about what your value proposition is and what it entails. It’s also necessary to know how to transmit this proposition perfectly through digital channels. Why should the consumer choose you and not the competition? Figure out the channels where your audience is present (social media, blogs, email, etc.). In addition to social media, use the “About Us” page to communicate your proposition. • Content strategy: This is important for creating, distributing, and managing original content that attracts users and positions the brand as referential in the user’s mind. Besides, you also have to map out a specific communication plan (content marketing) for every channel. The content strategy cannot be separate from the Buyer Persona; they are intimately connected. Closely analyze your BP: what kinds of content they consume, in what format, what are their reference measures or the people and groups that they follow. The more information you extract from their profile, the closer you will be to producing the right kind of content. 71
  72. Step 3: Define the Marketing Strategy • With respect to content strategies, some tools used to execute this strategy are: • Keyword research: This involves identifying appropriate keywords for us to use correctly in our content to organically improve our SEO positioning. This is imperative for every content strategy if you want users to find you on search engines. • Content calendar: A content calendar is key for ensuring your strategy makes sense. It provides value and it lets you think long-term and optimize your resources, help create ideas, and more. In a content calendar, you should include the date of publication, author, post topic, keyword, the tags to use/take into consideration, and so on. • Social posting: Writing an article and not promoting it on social media is a mistake. Posting on social media isn’t spamming, but instead planning out what you are going to publish and when on every social media platform with the copies best suited for each one, all while having the ideal number of characters, links, hashtags, and more. It’s important to include the team itself in the diffusion of content, and we can suggest to employees that they share articles, interesting links, etc. on their professional sites (LinkedIn). The company page can even send a notification to employees when new content is published. 72
  73. Step 4: Digital Strategies and Tactics • Based on our objectives (attraction, conversion, and loyalty), we’ll start to carry out different strategies: email marketing campaigns, social media, CRM, web optimization, SEO strategies, paid media advertising, etc. The value formats for acquisition are very varied; you can do webinars, encourage ebook downloads, create infographics or any kind of dossier, and also offer discounts, promotions, and offers. • Today, considering that the number of channels to manage is multiplying and the amount of information we get about our customers is increasing, it’s critical we use Marketing Automation tools that let us automate our marketing campaigns. • Thanks to these tactics, you'll be able to create workflows that allow you to create hundreds of campaigns with mere clicks. You’ll be able to personalize messages based on your buyer persona, increasing your chances for success. Not only that, but you’ll also be able to convert them into clients, depending on their interactions with the brand. 73
  74. Step 5: Measuring Results & KPIs • The work doesn’t stop after you’ve designed and implemented your digital marketing strategy. The next step is one of the most important: analyzing the results. Analytics has turned into a critical pillar for successfully optimizing digital marketing performance and spending. • We have to measure every action using KPIs to figure out if we earned the expected ROI. Measuring the effectiveness of the strategies and activities we have implemented in our digital marketing strategy will help us correct what doesn’t work to achieve the goals we set. • Having tools that allow us to carry out this analysis is crucial. Salesforce, for example, allows us to completely measure all the actions that are carried out and see how the user reacts and behaves on each step of the journey. Therefore, in addition to extracting valuable information, we also use the Al that Salesforce provides to improve the user experience and offer each lead the content they are looking for at the right time. 74
  75. How to measure the success of your digital marketing strategy? 1. Overall Website Traffic The official website of your business is the face of your brand and the foundation for your digital marketing activities. Driving traffic to it is one of the primary goals of marketing campaigns. Whether your campaigns are more focused on boosting your email marketing engagement, earning links on other websites, or boosting the number of followers on social media platforms – it all circles back to your website. And so, measuring your website traffic on a daily basis can provide a lot of insight into the performance of your digital marketing efforts. 75
  76. How to measure the success of your digital marketing strategy? 2. Traffic by Source • It’s always useful knowing where most of your traffic comes from. That way, you can segment which parts of your digital marketing strategy are more effective and which you need to improve. By monitoring traffic by source, you can concentrate your resources on low-performance campaigns, making educated decisions on whether or not they are even worth the effort. 76
  77. How to measure the success of your digital marketing strategy? Here are the four main website traffic sources tracked by Google Analytics: • Organic Search: These users clicked a link on a search engine result that brought them to your website. • Direct Visitors: These users typed your URL directly into the search bar, or perhaps have it bookmarked and returned to visit. • Referrals: These users were sent to your website when they clicked a link from another website. • Social: These users came to your website after finding your social media profile or content posts. 77
  78. How to measure the success of your digital marketing strategy? 3. New Visitors vs. Returning Visitors • If you want to measure the success of your digital marketing strategy, you need to understand how your content influences your visitors. This KPI is a dual metric that can help you determine the number of new visitors vs. the number of returning site visitors – each of the two bearing its own value on the matter: • The rate of New Visitors on your website can help you find new ways to boost organic traffic to your website. • The rate of Returning Visitors can help you define the overall quality of your content by measuring how many people choose to return to your website for additional information and advice. 78
  79. How to measure the success of your digital marketing strategy? • 4. Sessions Sessions exemplify the number of visits that a website receives. According to Google measurements, each session has a time frame of 30 minutes. That means that if a user were to come to your website in the morning, and then again in the afternoon, Google would count it as separate, unique sessions. 79
  80. How to measure the success of your digital marketing strategy? 5. Average Session Duration • As a general indicator of how much time visitors spend on your website, the usefulness of this metric can vary in relevance, depending on the niche and functionality of a website. For example, an informational website will aim to keep visitors engaged as long as possible whereas eCommerce sites or service-oriented businesses will be more interested in making conversions as soon as possible. • There are many factors that directly influence the average session duration of a website, some of the fundamental ones being: • Navigational capabilities of a website • Structure and layout of a website • Quality and engagement of website content, etc. 80
  81. How to measure the success of your digital marketing strategy? 6. Page Views As one of the broadest and most important ways to measure the success of your digital marketing strategy, the total number of times someone views a page can be a very important metric. Once you establish a specific time frame for monitoring the number of visits each of your web pages receive, you can determine whether your website as a whole possesses real-time value or if it comes down to a limited number of pages on it. 81
  82. How to measure the success of your digital marketing strategy? 7. Most Visited Pages Once you establish which of your web pages have the most visits, you can use heat maps and other indicators to determine which parts of those pages keep the attention of site visitors. This can help you uncover ways to improve the remainder of your pages, by mimicking the more engaging elements from the most visited pages of your website. 82
  83. How to measure the success of your digital marketing strategy? 8. Exit Rate • If you are looking for a way to understand the effects your branding efforts have on website visitors, the Exit Rate is a very useful metric. Since it shows exactly where users were on the page before leaving the website, you can use it to analyze the potential flaws in your web design or user metrics. And unlike the Bounce Rate, this indicator focuses on visitors that spend time on a page before leaving it. 83
  84. How to measure the success of your digital marketing strategy? 9. Bounce Rate • Unlike the Exit Rate that focuses on the users that spend longer amounts of time on a website, the Bounce Rate focuses more on those that choose to leave instantly. The reasons for visitors bouncing from a website can vary, the most usual ones being: • Slow page loading speed • Lack of information they are looking for on the landing page • The content was useful but not engaging enough for them to remain on the website • Page loading error 84
  85. How to measure the success of your digital marketing strategy? 10. Conversion Rate Making the full circle means following up the entire marketing process – from getting traffic to converting site visitors into customers. And so, the conversion rate is the final step in measuring the effectiveness of your digital marketing solutions. After all, no amount of quality content, paid Google Ads or Facebook Ads will be of much use if people come to your website, only to leave after a while without subscribing, downloading, signing up, calling, or making a purchase. 85
  86. How to measure the success of your digital marketing strategy? 1. Impressions Impressions are an essential metric for measuring the overall impact of your branding campaign. They represent the number of times a person is presented with your Google Ads or paid social media advertising campaign. Each showing is counted as an individual impression. The overall number of impressions is influenced by the overall quality of the ad – use of relevant keywords, quality of content, brand bidding, etc. 86
  87. How to measure the success of your digital marketing strategy? 2. Social Reach • As a KPI, social reach provides you with an understanding of how effective your social media marketing posts are. Meant to reach a wide number of users, you need to be able to measure the reach each of your social media posts had (how many saw your content). The number of reaches is always higher than the number of those that engage. A common goal is to for social media campaigns to experience 2-5% engagement based on the overall reach. 87
  88. How to measure the success of your digital marketing strategy? 3. Social Engagement • A metric that measures the number of interactions you gain for any social media post, be they clicks, shares, likes, retweets, comments, etc. Engagement is the yardstick by which to measure all of your social media success. You can pay for all the others, but engagement is only earned when a user chooses to interact with your content. Because of this, you can easily rank your content types based on how much engagement they receive. This helps to guide your future content creation! 88
  89. How to measure the success of your digital marketing strategy? 4. Email Open Rate • If you’re list building with your website (and you should be), this is one of the most important email marketing metrics you need to watch. Your Email Open Rate measures the number of people who open your email campaign as compared to the overall number of those who received it. High open rates indicate: 89
  90. How to measure the success of your digital marketing strategy? 6. Cost Per Click • Cost Per Click (CPC) applies to both pay-per-click marketing and a number of social media platforms that offer the clicks-to- site ad type. These online advertising metrics reflect the amount you pay for each individual click a user performs. This is relevant as it directly relates to your overall marketing budget in this area. Your budget can only go so far; the lower your CPC, the farther it goes. 90
  91. How to measure the success of your digital marketing strategy? 9. Overall ROI • The return on investment marketing metric should come as no surprise as it serves as a true baseline for success. Basically, ROI equates to how much you spent (investment) vs. how much you earned (return). It’s easy to lose track of exactly what you’re spending on marketing because we often fail to count hours of effort. Ensuring you properly calculate your online marketing campaign’s ROI will be the key to determining if it was an overall success or not. 91
  92. Lifetime Value (LTV) • Lifetime value is an average calculation of how much money each customer brings you over the lifetime of their usage. This can be calculated from everything from a subscription product (from the day the average user signs up to the day they leave), to an ecommerce company (total value of products purchased over a meaningful customer lifetime). • There are various ways to calculate LTV, but the simplest is to just get historical data on the total $$ earned from each customer and average it out. It’s essential to break this down by channel, so you can figure out which channels are profitable — relying on CAC alone is not enough, because different channels will bring customers of different quality and LTV. 92
  93. Return on Investment (ROI) • Once you know how much it costs to acquire a customer, and you know how much that customer brings you over the duration of their time with you, you can figure out how much money each dollar of ad spend is bringing in as profit • The common startup mantra is to ignore these costs when calculating viability because they disappear at scale. 93
  94. Campaign reviews • Consumer review campaigns are growing in popularity, with the concept of building a marketing strategy on user generated content (UGC). The rise of information technology as well as social media platforms have made it more easy than ever for local consumers to post their own thoughts and ideas online. • A successful review campaign will take advantage of content that comes from customer reviews, photos, videos, or blogs. There are many companies creatively tapping into these online resources, incorporating this user generated content as a powerful ingredient in their marketing mix. • When it comes to review campaigns, some marketers question the benefits of giving this much power to consumers. The truth is, when satisfied, these customers become the greatest evangelists a brand could ever have. 94
  95. Campaign reviews • Customer reviews campaigns are important in increasing sales conversions and featuring positive company information. There are several methods to recruit satisfied customers to produce highly sought after positive reviews. • A feedback/review button located on your website can be a great tool in the recruitment of customer reviews. Many business offer incentives in an effort to get their customers to create a review. Providing coupons or contest entry to win prizes, can be a strong motivator. • A post purchase email to ask the customer to write about their experience is another great way to gain reviews. Automation systems can make this type of e-mail fast and easy. They make asking customers for a review just another part of the sales process. 95
  96. Key Performance Indicators (KPIs) Performance indicators:re measurements that define and assess the performance and the success of an organization. They are objectives to be targeted in order to add the most value to a business. They are means to periodically assess the performance of an organization, its departments and the people working there. Performance indicators are developed to impact the entire organization. Accordingly, choosing the right performance indicators relies upon a good understanding of what is important to the organization. 96
  97. Key Performance Indicators (KPIs) • An organization may use performance indicators to assess its success as well as the success of an operational goal or a particular activity. Performance indicators are either result oriented or process oriented. Result oriented indicators focus on the key outputs of a process and related to the critical success factors (e.g. customer complaints from key customers and return on investment). While process oriented indicators focus on the inputs to a process (e.g. time to process customer order and late deliveries to key customers). 97
  98. Key Performance Indicators (KPIs) 98
  99. Performance Indicators are Used to: • Help an organization to understand its performance levels and set realistic performance goals. • Help aligning daily work to the organization’s strategic goals. • Help an organization monitoring its progress on a real-time basis. • Help an organization to understand its weaknesses and establish improvement priorities. • Determine whether an improvement is being made and maintained. • Help benchmark internally and externally. • Identify if staff are doing well and to help them if they are not. • Provide a basis for recognizing team and individual performance. 99
  100. 100 Common Key Performance Indicators: Here are some of the common KPIs to measure and monitor per business function: Manufacturing and Production Spoilage / rejection rate Re-work rate Time spent on product re-work Total units manufactured Units per day Units per labor hour Line efficiency Production capacity Capacity utilization First time right ratio Rolled throughput yield (RTY) Average changeover time Material usage Finance and Accounting Net profit margin Cost of goods sold Operating income Cost per unit Working capital Accounts receivable turnover Inventory turnover ratio Return on investment (ROI) Budget variance Capital expenditure (CAPEX) Monthly department expenses Environment, Health & Safety Recorded safety observations Workplace inspection audits Risk assessments implemented Lost work days Significant injury cases Near miss cases First aid treatment cases Environmental incidents Safety circles conducted Satisfaction with ergonomics EHS training hours
  101. Customer Analysis • A customer analysis (or customer profile) is a critical section of a company’s business plan or marketing plan. It identifies target customers, ascertains the needs of these customers, and then specifies how the product satisfies these needs. • Customer analysis can be broken down into a behavioral profile (why your product matches a customer’s lifestyle) and a demographic profile (describing a customer’s demographic attributes). • A customer profile is a simple tool that can help business better understand current and potential customers, so they can increase sales and grow their business. Customer profiles are a collection of information about customers that help determine why people buy or don’t buy a product. Customer profiles can also help develop targeted marketing plans and help ensure that products meet the needs of their intended audience. • A customer profile is a simple tool that can help business better understand current and potential customers, so they can increase sales and grow their business. Customer profiles are a collection of information about customers that help determine why people buy or don’t buy a product. Customer profiles can also help develop targeted marketing plans and help ensure that products meet the needs of their intended audience. 101
  102. Customer Analysis BEHAVIORAL ANALYSIS (Customer Buying Criteria) A behavioral analysis of customers (or psychographic profile) seeks to identify and weigh the relative importance of factors consumers use to choose one product over another. These factors, sometimes called buying criteria, are key to understanding the reasons that customers choose to buy your product (or service) versus the products offered by your competitors. The four major criteria that customers use to distinguish competing products are: price, quality, convenience andprestige. 102
  103. Customer Analysis • BEHAVIORAL ANALYSIS (Purchase Process and Patterns) Occasionally, customer behavior analysis requires a more in-depth understanding of the actual decision-making process of the customer purchase. This may be especially true in an industrial marketing scenario. Examples of purchase process questions to be answered here include: * What steps are involved in the decision-making process? * What sources of information are sought? * What is a timeline for a purchase (e.g., impulse vs. extended decision- making)? * Will the customer consult others in their organization/family before making a decision? * Who has the authority to make the final decision? * Will the customer seek multiple bids? * Will the product/service require significant modifications? 103
  104. Customer Analysis • CUSTOMER DEMOGRAPHICS The second major component in customer analysis is identifying target market segments that are predisposed to preferring your products over those of your competitors. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A marketing program aimed at individual segments needs to understand and capitalize on the group’s differences and use them strategically in all advertising campaigns. • Gender, age, ethnicity, geography and income are all market-segmenting criteria based on demographics. • Typical questions to ask when determining the demographics of the target market include: * What is the age range of the customer who wants my product or service? * Which gender would be most interested in this product or service? * What is the income level of my potential customers? 104
  105. 105
  106. What is Online Consumer Behavior? 106 Five online consumer behaviors and shopping trends 1. Convenience is a top priority. 2. Easy access across all devices 3. Access to omnichannel shopping 4. Effortless payment 5. Fast and reliable delivery
  107. 107 1. Convenience is a top priority. According to Linnworks’ study, 76% of consumers value convenience as one of their top priorities. (And 78% of consumers now value convenience more than they did before COVID restrictions.) One of the primary things consumers find convenient is the ability to browse an online store and check out as a guest. In addition, the fewer forms consumers have to complete — the more convenient and better they find their overall customer buying journey (and the more likely they are to return).
  108. 108 2. Easy access across all devices 81% of online shoppers seek a seamless transfer between devices throughout a buying journey. In fact, the expectation is now that consumers can begin a buying journey on one device, such as a desktop, and end on another, like their mobile device — without interruption. This cross-device experience is also expected to include checkouts with personal details already completed on whichever device customers finalize their buying journey (even if they filled in these details on a different device).
  109. 109 3. Access to omnichannel shopping With access to multiple technology options, consumers are engaged in an ‘always-on’ shopping experience. 70% of consumers now shop while multitasking (for example, while scrolling social media platforms). And they’ve come to expect that their favorite brands are on the same channels where they spend the majority of their time. This maximizes convenience by ensuring they never have to leave their favorite and trusted platforms during the buying process. For retailers, this includes implementing an omnichannel model by focusing on various marketplaces where consumers spend their time and, more specifically, selling on social channels such as Facebook and Instagram.
  110. 110 4. Effortless payment When retailers are considering tips to keep up with consumer expectations and behaviors, it’s essential to focus on every aspect of the customer experience. Consumers seek convenience throughout the entire buying journey. As as part of that end-to-end buying convenience, they look to discover ecommerce online shops that have easy-to-setup payment gateways that also accept popular payment methods — such as “buy now, pay later.” The simplicity of payment options drives 89% of consumers to make purchasing decisions more quickly. And 84% of consumers purchase larger ticket items with offered effortless and flexible payment options.
  111. 111 5. Fast and reliable delivery 95% of consumers feel that fast delivery options are a must-have factor when shopping online. That’s why ShipBob offers fast 2-day shipping and has a dispersed network of logistics centers to split inventory across to help reduce shipping costs, speed up delivery times, and meet customer expectations. Shipping transparency is also highly expected of online retailers. In fact, 72% of consumers have abandoned their purchases over a lack of shipping transparency on ecommerce sites.
  112. How to Measure Brands • Brand measurement is the process of identifying brand metrics, creating a methodology and cadence for taking measurements, and then adjusting your marketing strategy using the insights you gather over time. • Brand measurement programs measure aspects of a brand’s product, competitors, and its category and include metrics such as advocacy, affinity, appeal, association, awareness, loyalty, perception, personality, reputation, recall, preference, strength, sentiment, salience, trust, usage and more. 112
  113. 113
  114. 114 1) Set Your Brand’s Objectives As with any measurement program, the first step in building a brand tracking program is to first ask yourself what goals or objectives exist within the business? The business goals can then be directly mapped to one or more brand measurement objectives. The business goals can then be directly mapped to one or more brand measurement objectives.
  115. 115 2) Create a Brand Measurement Methodology Once you’ve got your brand objectives recorded, you can then move on to creating a brand measurement methodology. This process allows you to accurately and consistently measure your brand over time. In order to create a successful brand measurement program, include the following steps when developing your methodology (not necessarily in this order):
  116. 116 3) Perform Your Brand Study & Analysis Next comes the fun part: data! Assuming you’ve performed steps 1) and 2) correctly, you now have a study that is ready to be loaded up into whichever survey tool you’ve decided to use. Every survey tool comes with its own limitations, options, and capabilities for how it can be configured, but in general, make sure you’re making note of these things as you’re building your study so you don’t end up having to back-track: •Character limitations for questions and answers •Limitations on number of answers that can be used •Question type options (e.g., multiple choice, matrix-style questions, etc.) •Randomizing and reversing answer options •Branching or skip logic that should be used •Screening questions
  117. 117 Here are the steps we take to create most of our brand measurement dashboards: 1.Extract data from Pollfish 2.Load Pollfish data into Google Sheets 3.Load Google Sheets data into Google BigQuery 4.Build Google Data Studio data source using Google BigQuery table 5.Build brand measurement dashboards in Google Data Studio 6.(Optional) Create and connect Extracts to Google Data Studio dashboards
  118. 118 4) Update Your Brand & Marketing Strategy The last step in the brand measurement process–and this is an important step that unfortunately sometimes gets skipped–is to update your brand and marketing strategies. In some organizations, it’s enough to review your brand measurement report/dashboard/analysis/work product and have everyone self-organize their way to incorporating the insights and findings into their plans.
  119. 119 Teams that should be considered when communicating brand measurement results include: •Marketing •Advertising •Sales •Public Relations •Creative/Design/UX •Product Management •Operations •Government Relations •Business Intelligence •Finance •Human Resources
  120. Social media affiliate networks and programs • Social media affiliate networks and programs serve as a bridge between publishers and affiliate programs that promote offers via social networks. Generally, these type of offers are accepted by significant affiliate networks but with some restrictions in place. • Primary traffic sources for such offers are Facebook, LinkedIn, Twitter, Snapchat and Pinterest. According to the last couple of years, people tend to use daily a limited number of apps, focusing on Social Networking apps, and hence these channels present a unique opportunity to reach audiences. Thanks to sophisticated targeting capabilities publishers can laser-focus their ad campaigns and yield high profits. Here we provide you with the most well-established social affiliate networks. 120
  121. How To Create Customer Personas (with Actual, Real-Life Data) • Customer personas are detailed representations of segments within your target audience. Fueled by data-driven research, they map the “who” behind the buying decisions of your products or services. • Insights from customer personas can help improve copy, tailor targeting, and inform product development. Great personas, however, don’t just appear. You have to start with research. This post shows you how to do it right. 121
  122. The risks of failing to understand your customers • According to a study by the Edelman Group, brands are failing to understand some of the fundamental motivations and concerns of their customers. • Edelman’s consumer marketing study surveyed 11,000 people across eight countries who had taken part in at least one brand- engaging activity (e.g. following a brand on Facebook) in the previous year. • Some 51% of respondents felt that brands under-performed when it came to asking about their needs. Only 10% considered brands to be doing it well. 122
  123. The 5 Step Guide to Creating Buyer Personas • What are Buyer or Customer Personas? • Before you create a buyer persona, you need to understand what it means. This persona is essentially a fictional representation of your ideal customer based on the personality and preferences of your existing customers as well as market research. This persona will provide a guideline for you to create marketing campaigns, branding, and content that appeal to your target audience. • When you create a persona for your customers, you arm yourself with more information on their likes and dislikes. This will allow you to craft more precise and targeted marketing campaigns that have a higher likelihood of success. Buyer personas also help brands establish a personal connection with their customers. 123
  124. The 5 Step Guide to Creating Buyer Personas • How to Create Buyer Personas? • Creating a persona is easy if you follow the right process. Many brands don’t look beyond age, gender, and location when they craft their buyer personas and that can limit their understanding of the target audience. In fact, incomplete buyer personas can lead to marketing mistakes that can have a serious impact on your reputation. Here are five steps to creating a complete and thorough persona of a buyer 124
  125. The 5 Step Guide to Creating Buyer Personas • Look at the Current Customers in your Database • After you have done some of the mind mapping work of crafting your profiles its time to start expanding on it with actual customer data. You can look at your CRM database, past customer lists, or even attempt to explore some of your competitor customers. Consider your current buyer demographics and compare existing profiles with the ideal profiles you have mapped in step 1. You should also take special note of customers who are exceptions to the rule and don’t fit into the conventional target audience of your company. 125
  126. The 5 Step Guide to Creating Buyer Personas • Conduct Surveys • A survey is an excellent tool to determine what your customers prefer and expect from your brand. It is also the best way to test your assumptions to this point and tighten up the details on your persona profile. Create a sample audience segment from the diverse list of customers you have compiled. Your goal is to both find customers that match specific segments and customers who would be willing to communicate with you and answer some questions. Begin the process of reaching out and asking them to participate. 126
  127. The 5 Step Guide to Creating Buyer Personas • Look at Social Media • Social media is a fountain of information regarding buyer personalities. People share a lot about themselves on social media whether they realize it or not. Once you have a basic profile in place, you can look at social media platforms that your target audiences are more likely to visit and study their behavior online. We typically look through a few different platforms: Facebook, Instagram, and Pinterest. 127
  128. The 5 Step Guide to Creating Buyer Personas • Identify Common Pain Points • This is one of the most important aspects of creating a market persona. By this stage, you should know your customer demographic and have a good idea of their preferences and expectations. The next step is to identify their pain points and needs. Pain points are problems and questions that your target audiences want solutions for. As an example, a natural food company might be targeting mom’s who are seeking healthier alternative snacks for their kids. Be specific and very critical during this process. 128
  129. Multiple and Negative Customer Personas • Multiple personas will help you create diverse campaigns that target all of your possible customers. Many brands have customers from opposite sides of the spectrum so they might be interested in the product or service provided, but share nothing in common. In such cases, multiple personas can help you reach out to this diverse customer base without creating dull and generic marketing campaigns. • You don’t need to create many because that would only lead to more confusion and compromise your marketing strategy. A single brand can effectively manage two or three marketing personas at a time. • You can also create negative customer personas to identity people who you don’t want to target. This will help you control your marketing expenses and streamline your campaigns. Negative personas can include the individuals mentioned below: • People who are too advanced or not advanced enough to handle your products and services. • Students and other such individuals who will look at your content solely for research purposes. • Customers who are expensive to acquire but don’t offer enough returns or pose a higher risk for your brand. 129