Digital Marketing: Target Market Segmentation

Digital Marketing

• A target market segment involves a subset of total consumers.
• These consumers have similar needs and responses to marketing stimuli.
• Businesses strategically identify these consumers to receive focused marketing messages.

Segmentation in Digital Marketing

• Types of segmentation: Geographic, Demographic, Behavioral, Needs, and Psychographic.
• Geographic segmentation is less effective for digital marketing compared to focusing on billboards in one location.
• Demographic factors include age, gender, religion, and income.
• Behavioral segmentation is based on online behaviors, such as liking a post or spending time on a website.
• Needs segmentation categorizes products based on specific requirements.
• Psychographic segmentation is based on consumer lifestyles, including activities, opinions, beliefs, and interests.
• A persona serves as an ideal personal profile representing the target market.

Data Collection Methods

• Digital Marketing media: Google Analytics 4, X-Analytics
• Business Operational Data: Primary data owned by the business
• Sales Data: Information on transactions (products sold, revenue, sales by region, time of purchase, and sales trends)
• Customer data: Customer profiles, purchase history, contact information, loyalty program participation, and customer service interactions
• Marketing campaign data: Metrics from marketing campaigns (CTR, engagement rates, CPA, and ROI)
• Website Analytics: Traffic data, conversion rates, bounce rates, customer behavior on-site, and user interactions with digital content.

Marketing Research

• Consumer observation: Observing and recording findings as consumers complete tasks, includes site recordings and mouse tracking.
• Consumer survey: Surveying consumers about products/services, includes sites like Google Forms, Survey Monkey, and Qualtrics.
• Consumer focus group: Guided conversation about products/ services with 6-10 people.

Customer Journey Understanding

• Customer Journey: Trigger -> Initial Consideration Set -> Active Evaluation -> Moment of Purchase -> Post-purchase Experience.
• Identify a common business question for each stage.

Boston Consulting Group Matrix

• Cash Cow: Strong, safe, and highly profitable product.
• Dog: Damaging, should be reduced, sold off, or receive limited investment.
• Question Marks: Can move in either direction based on extensive analysis.
• Star: Requires huge investment but can become a cash cow.

BCGM in Digital Marketing

• Guides product and influences overall digital strategy.

Customer Centricity

• Prioritizing the best interests of the customer in business decisions.
• Deloitte is an example; it is 60% more profitable and has lower costs.
• Some companies may avoid focusing on the customer due to risks to financial value and stakeholder trust.

Digital Marketing Strategy

• Primarily uses a channel marketing strategy that defines channel-specific objectives and proposition.
• Communications should be tailored to channel characteristics and user needs.
• Goal: Tailor communications to channel characteristics and user needs.

Vision

• The future and state of your strategy (Expression of future desire), such as "To be everyone's favorite place to buy doughnuts."

Mission

• Your current offering (Expression of your current state), such as "We offer the fastest and most reliable competitive IT support across Europe."

Goals

• High-level aims of the plan, statements about what you need to achieve against your vision.
• Relevant - Does it fit your vision?
• Reasoning - Does it fit with your business's values?
• Responsive - Is it adaptable and flexible if needed?
• Recognizable - Is it easily understandable?

Objectives

• What you specifically need to achieve to meet goals.

Strategies

• The work streams you need to hit your objectives and specific actions needed.

S.M.A.R.T. Business Objectives

• Specific, Measurable, Attainable, Relevant, Time-Bound

Execution, Evaluation, and Evolution

• Implement campaign strategies, analyze performance and key metrics, and refine and improve based on insights.

Considerations

• Review your plan in general and revisit goals.

Risk Management

• Shapes plans based on industry factors (e.g., Regulation), visualize risks with a matrix, and know industry techniques.

Contingency Planning

• Defines factors essential for handling unforeseen events.
• It helps prepare for unexpected challenges, like new competitors.
• It factors in Skills, experience, mindset and expertise
• It factors in number of hours
• Helps preparation of allocation of account for vacation or sick leave.

Website Importance, Class 3 – 2/4/25

• Well-designed, user-friendly website importance
• First Impressions and Brand Identity
• Improved User Experience and Engagement
• Mobile Compatibility and Adaptability.
• SEO and Increased traffic
• Increased Conversions and Customer Service

Web Design Frameworks

• Design for Usability, Conversion-centered Design, and the integration of analytics and insights are key.
• Considers questions on the website, the mobile is first, and it considers website segments

Design for Usability

• Follow conventions, create effective visual and content hierarchies, and divide pages into defined areas.
• Make everything obvious so users are clear on is clickable
• Avoid distractions
• Optimize for scanning

Homepage and Mobile Design

• Focus on conventions, visual hierarchies, clear areas, clickability, eliminating distractions, and supporting scanning.

Conversion-Centered Design

• Attention (What action?), Context (Visitor origins?), Clarity, Congruence (Words encourage conversion?), Credibility, Closing (Positive message), Continuance (Next conversion?).

Questions to ask

• What are you offering?
• Why should I pick you?
• What do you want me to do next?

Segments

• Conversion process appeals to different customers.
• Segmentation includes search vs. category navigation, browsing vs. directed shopping, product category, new vs. returning customer, and online vs. in-store preference.

Mobile-First Approach

• Mobile traffic has overtaken desktop traffic in volume.
• Some states that primary website should be designed for adapted and mobile devices.
• It uses coding elements that use responsive web design.
• Optimal display and usability across devices is required
• Ensure users serve different contents based on device type and reroute to mobile

A/B Testing

• A/B tests compare web pages, finding a winner that maximizes profits, with small changes to headlines.
• Audience is split showing a different variation.
• Track (clicks, conversions, and bounce rates)

Key Testing Benefits

• Data driven decisions
• Helps with user engagement and conversion optimization
• Improves site performance and experience

Digital Experience Improvement

• Quick changes can be achieved as well of a new image, title and price
• Larger changes can be new layouts or communication

A/B Testing

• Isolation of results, run test until data is collected to make changes

Multivariate Tests

• Testing up to 6 version of a website.

Web Page Elements

• Color scheme, buttons, images, navigation, forms, phone numbers, video and trust symbols
• Navigation should include a hero image.
• Ensure it is colour consistent and incorporates trust symbols.

Homepage vs. Landing Page

• Home displays it all
• Landing only has one action
• Homepage focusses on multiple paths

Landing Pages

• Single product, multi product, lead generation, subscription, long copy
• Product one included proceeding info, logo, how to proceed call to action
• Multi advertises many product categories with a product search funnel
• Lead provides a call to action.
• Subscription prompts run and site overlays with call to action on ads.
• Single purpose conversion page has less content.

SEO Strategy - Class 4 – 2/11/25

• Persona Development: Creating 3-5 audience personas to guide research and align to behaviour.
• Divide products/services into logical segments
• Step 3: Mine secondary data sources
• Expand keywords
• Use keyword planner

Technical SEO

• Tag - brief content description, under 75 characters. • Meta description has rates to boost through clicking
• URL must include protocol, domain name and words.
• It helps optimize site structure for search.

Header Tags

• Use smaller tags like (

,

) for proper headers. • It uses engaging content for SEO. • Content requires short load time.

• Image use alt, text, and file name.
• Anchor text must be on clickable link.
• Mobile use site on all devices.
• Mobile boosts Google. Location needs a local pack in order.

Penalties

• Two types: algorithmic and manual
• Don’t buy backlink profile, check for duplícate contact, use content

Pay-Per-Click - Class 5 – 2/18/25

• Pay when Google only does. bid on keywords. value to new firm. • Process is high, bid for keywords. • Pay displayed by ads for • The ad should say where it says

Keyword Research

• Three types of main group: Brand, Generic, Long Tail • Divide brands, includes “phone” • Broad no branded terms
• Long-tail Keywords – more specific and usually longer phrases that target • Niche uses exact keywords.

Phrase Match

• [Exact match] selects high converting advertising targets.
• Negative keywords help filter irrelevant or low conversion traffic
• Ideal keywords have high purchase intent, volume and low competition.

Geography

• Create multiple campaigns for smaller with allocated budget

Timing

• Timing is crucial for mobile as well as quality
• Urgency required

Language

• Not everyone speaks same language
• Effective to target specific languages
• Short and sweet ads required

Copywriting

• Limited characters
• ads must be relevant and have no limit
• Ad must be high

Copywriting – Call to Action (CTA)

• writing should be relevant. A CTA provides final push.

Writing Ad Copy – Ad Extension

• ad extensions are set up during “Select campaign settings” step’

Other Ad Types

• Structured ads
• displays ad search
• local
• the last ad in the image to the left is a call ad

Achieving High Ad Rank

• Advertisers like to pay less ad
• Critical to understand how to earn high.