Digital Marketing Session 2: Audit & Buyer Persona
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Questions and Answers

What is the first phase in conducting an audit of a company?

  • Identify competitive advantages
  • Understand the company (correct)
  • Analyze past campaigns
  • Research market trends

What aspects are considered when examining a company's context in an audit?

  • Employee satisfaction and operational costs
  • Branding strategies and customer demographics
  • Future projections and social media engagement
  • Market presence and historical data (correct)

Which of the following options is NOT a method for gathering information during an audit?

  • Conduct market analysis
  • Perform research
  • Ask competitors for insights (correct)
  • Interrogate personnel

In the context of a company's audit, what does the term 'competitive advantages' refer to?

<p>Strengths that help a company outperform rivals (D)</p> Signup and view all the answers

Why is it important to respect the customer’s opinion during an audit?

<p>To gain insights into customer preferences and improve offerings (C)</p> Signup and view all the answers

Which of the following elements is NOT typically part of a buyer persona?

<p>Company financial reports (B)</p> Signup and view all the answers

What outcome is expected from the interrogation phase of the audit process?

<p>Gather insights from employee experiences (C)</p> Signup and view all the answers

Which factor is essential when defining the target during an audit?

<p>Customer demographics and needs (D)</p> Signup and view all the answers

What is the purpose of creating a buyer persona?

<p>To understand and relate to an ideal customer (C)</p> Signup and view all the answers

Which of the following is NOT a component typically included in a buyer persona?

<p>Marketing campaign outcomes (B)</p> Signup and view all the answers

Which of the following best describes psychographic information within a buyer persona?

<p>Personal background and values (A)</p> Signup and view all the answers

Which demographic information is crucial when creating a buyer persona?

<p>Age and income (D)</p> Signup and view all the answers

What kind of barriers to purchase should be included in a buyer persona?

<p>Challenges or pain points faced by the customer (D)</p> Signup and view all the answers

What type of information is considered identifying information in a buyer persona?

<p>Social media use and communication preferences (C)</p> Signup and view all the answers

What is an example of challenges addressed in a buyer persona?

<p>Problems needing solutions (D)</p> Signup and view all the answers

Why might the elements included in a buyer persona vary by industry?

<p>Each industry targets a unique customer need (D)</p> Signup and view all the answers

Which of the following is NOT an example of an object or barrier to purchase?

<p>Brand loyalty (A)</p> Signup and view all the answers

What motivates The Perfectionist buyer persona?

<p>Quality and premium products (B)</p> Signup and view all the answers

Which buyer persona is characterized by spontaneous purchasing behavior?

<p>The Impulsive Buyer (A)</p> Signup and view all the answers

Which step is the first in creating a buyer persona?

<p>Identify your target audience (A)</p> Signup and view all the answers

What is the primary behavior of The Value Shopper?

<p>They compare prices diligently (D)</p> Signup and view all the answers

Which buyer persona is likely to remain loyal to a brand despite better offers from competitors?

<p>The Loyalist (D)</p> Signup and view all the answers

What is an essential action to take after identifying your target audience in the development of a buyer persona?

<p>Conduct thorough research on customer behaviors (B)</p> Signup and view all the answers

What motivates The Bargain Hunter buyer persona?

<p>Discounts and promotions (B)</p> Signup and view all the answers

What type of information should be included when creating a profile for an ideal customer?

<p>Both demographic and psychographic information. (B)</p> Signup and view all the answers

Why is it important to identify the challenges and pain points of your ideal customer?

<p>To understand what motivates them and provide better service. (D)</p> Signup and view all the answers

What is a key aspect of developing a persona for your ideal customer?

<p>Assigning a name, photo, and backstory for better visualization. (D)</p> Signup and view all the answers

Which of the following is NOT a benefit of creating a buyer persona?

<p>Increased product pricing. (D)</p> Signup and view all the answers

What type of customer information does psychographic data encompass?

<p>Values, interests, and goals. (C)</p> Signup and view all the answers

Flashcards

Company Audit

A review of a company's history, identity, market position, strengths, weaknesses, products, services, organization, and past campaigns to understand its current situation.

Buyer Persona

A detailed representation of an ideal customer, including demographics, behaviors, motivations, and needs.

Company History

The past events and actions of a company, including previous campaigns.

Market Analysis

Evaluating the industry and the surrounding environment.

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Target Audience

The specific group of people a company aims to reach with its marketing efforts.

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Competitive Analysis

Identifying competitors and their advantages/disadvantages in the market.

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Market Research Methods

Methods used to gather information about customers and competitors.

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Customer Feedback

Gathering and analyzing opinions from customers.

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Demographic Data

Information about the characteristics of a group of people, such as age, gender, and occupation.

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Psychographic Data

Information about the psychological aspects of a group of people, such as their values, interests, and goals.

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Challenges & Pain Points

Problems or difficulties a customer experiences that your product or service can solve.

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Buyer Persona BackStory

A fictional story about an ideal customer, outlining their background, goals, and daily life.

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Marketing Messages That Resonate

Marketing communication that connects with and appeals to the target audience.

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Demographic Information

Describes the basic characteristics like age, gender, income, location, education, and profession to segment your target audience.

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Psychographic Information

Describes customer's motivations, beliefs, values, and goals to better understand their behavior and needs.

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Identifying Information

Involves details of how a customer communicates and interacts on social media and other platforms.

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Barriers to Purchase

These are the frustrations or obstacles a customer faces when deciding to buy. Knowing these can help improve the sales process.

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Market Research

The process of gathering and analyzing information about your target market to understand their needs, wants, and behaviors.

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Actual Customer Data

Existing information collected from your current customer base to inform how to market your products effectively.

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Assumptions

A few educated guesses made when defining a buyer persona to complement existing research and data.

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What are buyer personas?

Detailed representations of your ideal customers, capturing their demographics, behaviors, motivations, and needs.

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The Perfectionist

This buyer prioritizes quality and is willing to pay more for the best product or service.

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The Value Shopper

This buyer is always looking for the best deals, comparing prices to get the most for their money.

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The Impulsive Buyer

Driven by emotion, this buyer makes spontaneous purchases without extensive research.

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The Bargain Hunter

This buyer is very motivated by discounts and promotions, actively searching for the best deals.

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The Loyalist

This buyer is committed to a specific brand and remains loyal even if competitors offer better deals.

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Identify your target audience

The first step in creating a buyer persona is to clearly define who you are trying to reach with your product or service.

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How to research your target audience

Conduct research to understand your target audience by talking to customers, industry contacts, and using online resources such as forums and blogs.

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Study Notes

Marketing Digital - Session 2: Audit and Buyer Persona

  • Session is about digital marketing audit and buyer personas.

  • Chapter 1 focuses on company and environment audit mechanisms.

  • Phase 1 is Understanding the company: History, Identity, and Market.

  • Further elements of audit are Target, Positioning, Competitive Advantages, Products/Services, Structure/Organization/Logistics, Present/Past Campaigns, and Editorial Line.

  • Emphasize respecting customer opinion.

  • Deeper investigation is encouraged.

  • Methods to investigate include interrogating and researching.

  • Crucial component of study is targeting.

  • Identifying, positioning, and competitive advantages are also vital.

  • Past campaigns are part of company history review.

  • Chapter 2 explores Buyer Personas.

  • A buyer persona is a semi-fictional representation of an ideal customer based on market research, data, and assumptions.

  • It aids in understanding and relating to the target audience.

  • Key elements of a buyer persona include demographic information (age, gender, income, location, education, professional info), psychographic information (personal background, interests, values, goals, challenges), identifying information (social media use, influencer role, communication preferences), and barriers to purchase (financial situation, fear, procrastination, lack of urgency).

  • Six buyer personas exist: Innovator, Perfectionist, Value Shopper, Impulsive Buyer, Bargain Hunter, and Loyalist.

  • Creating a buyer persona process starts by identifying your target audience. This involves understanding their needs and desires.

  • Researching the target audience through data gathering from current/potential customers, company personnel, industry forums, blogs, competitor analysis is crucial.

  • Creating a profile: Developing a detailed description of the ideal customer including demographics, psychographics, challenges, and pain points.

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Related Documents

Digital Marketing: Audit and Buyer Persona (KEDGE)

Description

This quiz covers the crucial aspects of digital marketing audits and the development of buyer personas. Focused on understanding company history, market positioning, and analyzing past campaigns, it emphasizes the importance of customer opinions and thorough investigation methods. Test your knowledge on effective targeting and how to create semi-fictional representations of ideal customers.

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