Role of a Digital Marketer

The Role of a Digital Marketer

• A digital marketer promotes products, services, or brands through digital channels such as social media, search engines, email, content creation, and online advertising.
• The primary goal is to connect with target audiences, drive engagement, and achieve business objectives through digital means.
• Digital marketing is essential in today's digital age, with AI and personalization becoming increasingly important.

Digital Marketer's Responsibilities

• In a generalist role, a digital marketer may be involved in content creation, social media management, website optimization, online advertising, and data analysis.
• In a specialized role, a digital marketer may focus on a specific area such as social media marketing, search engine optimization, content marketing, or email marketing.

Consumer Analysis

• Consumer analysis examines the consumer most likely to purchase a product or service.
• It identifies target customers, understands their needs, and shows how the company's product or service meets those needs.

Significance of Consumer Analysis

• Consumer research analysis helps determine the wants and needs of consumers, leading to greater sales and profit.
• It identifies target customers, ascertains their needs, and specifies how the product satisfies those needs.

Useful Data for Customer Analysis or Marketing Plan

• Income/Revenue
• Age
• Lifestyle
• Geographic Location
• Scope or number of potential customers
• Customer base
• Purchase History

4 Main Customer Needs

• Price
• Quality
• Choice
• Convenience

Consumer Research

• The goal of consumer research is to serve as the voice of the consumer.
• It provides relevant, reliable, valid, and current information on the target buyer.
• It aims to identify, understand, and analyze customers and their needs.

Types of Consumer Research

• Secondary Research: analysis of existing knowledge from previous studies.
• Interviews: using various techniques/tools to gain insights on consumer purchasing habits.
• Market Survey: a survey research that analyzes the market for a particular product/service.
• Natural Experiment: an empirical study where individuals are exposed to experiment and control conditions.
• Exploratory Research: an approach to market investigation that seeks to answer unknown questions.
• Constructive Research: a research based on theories, hypotheses, and case studies.
• Market Forecast: a core component of market analysis that projects future numbers, characteristics, and trends.

Forecasting Methods in Marketing

• Buyer Survey
• Business Intelligence Tools
• Sales Data
• Test Marketing
• Leading Indicators