Digital Marketing: Audit and Buyer Persona (KEDGE)

Bienvenue ! Marketing digital Session 2 : Audit and Buyer Persona Axel Partouche  Chapter 1 The company and its environment : audit mechanisms Axel Partouche Chapter 1 : Audit et contexte d’entreprise...

Bienvenue ! Marketing digital Session 2 : Audit and Buyer Persona Axel Partouche  Chapter 1 The company and its environment : audit mechanisms Axel Partouche Chapter 1 : Audit et contexte d’entreprise 1 Phase 1 : Understand the company Axel Partouche Chapter 1 : Audit et contexte d’entreprise History Identity Market Axel Partouche Chapter 1 : Audit et contexte d’entreprise Target Positioning Competitive advantages Axel Partouche Chapter 1 : Audit et contexte d’entreprise Products/services Structure, Present and past editorial line Organization Campaign and Logistics >>> How does it work ? Axel Partouche Chapter 1 : Audit et contexte d’entreprise Respect the customer’s opinion! Axel Partouche Chapter 1 : Audit et contexte d’entreprise 2 Go deeper ! Axel Partouche Chapter 1 : Audit et contexte d’entreprise 2 options Interrogate Research Axel Partouche Chapter 1 : Audit et contexte d’entreprise Targeting Axel Partouche Chapter 1 : Audit et contexte d’entreprise Identity, positioning and Competitive advantages Axel Partouche Chapter 1 : Audit et contexte d’entreprise History (past campaigns) Axel Partouche  Chapitre 2 Buyer Persona Axel Partouche Chapter 2 : Buyer Persona Buyer persona? What is a buyer persona? A buyer persona is, according to HubSpot, a semi-fictional representation of your ideal customer. It’s based on market research, actual data about your existing customers, and a few (educated) assumptions. It helps you to understand and relate to an audience that you want to market your products and services. Axel Partouche Chapter 2 : Buyer Persona Buyer persona? What is a buyer persona? When creating your buyer persona, you’ll include demographic information, psychographic information, identifying information, and barriers to purchase. Based on your industry, type of customer, and need that you’re addressing, you may include different details within each element. Axel Partouche Chapter 2 : Buyer Persona Elements of a buyer persona : Examples Demographic information - Age - Gender - Income - Location - Education level - Professional information—industry, job title, company size, etc. Axel Partouche Chapter 2 : Buyer Persona Elements of a buyer persona : Examples Psychographic information - Personal background such as hobbies and interests - Values and goals like beliefs, desire for achievements, aspirations - Challenges, pain points, or problems that the customer needs help fixing Axel Partouche Chapter 2 : Buyer Persona Elements of a buyer persona : Examples Identifying information which includes social media use, influencer role, communication preferences, etc. Axel Partouche Chapter 2 : Buyer Persona Elements of a buyer persona : Examples Objects or barriers to purchase - Current financial situation - Fear that the product won’t work for them - Procrastination - No urgency Axel Partouche Chapter 2 : Buyer Persona What are the 6 buyer personas? - The Innovator: Driven by the need to be the first to adopt a new product or technology. - The Perfectionist: Highly motivated by quality, they’re willing to pay a premium for the best product or service. - The Value Shopper: Always looking for the best deal, they’ll compare prices and shop around to get the most bang for their buck. Axel Partouche Chapter 2 : Buyer Persona What are the 6 buyer personas? - The Impulsive Buyer: Prone to spontaneous decisions, they don’t spend much time researching and are often driven by emotion. - The Bargain Hunter: Highly motivated by discounts and promotions, they’ll go out of their way to find the best deal. - The Loyalist: Highly committed to a particular brand, they’ll remain loyal even if a competitor offers a better deal. Axel Partouche Chapter 2 : Buyer Persona How do I create a buyer persona? Axel Partouche Chapter 2 : Buyer Persona Identify Your Target Audience Before you begin creating your buyer persona, you need to identify who your target audience is. Think about who you’re trying to reach and what their needs and desires are. Axel Partouche Chapter 2 : Buyer Persona Research Your Target Audience Once you have identified your target audience, you need to conduct research to gain a better understanding of them. Talk to current customers and potential customers, talk to the people of your company that are in contact with the customers, visit forums and blogs, and look at industry and competitor data. Axel Partouche Chapter 2 : Buyer Persona Create a Profile Using the data you have collected, create a profile that describes your ideal customer. This should include demographic information, such as age, gender, and occupation, as well as psychographic information, such as values, interests, and goals. Axel Partouche Chapter 2 : Buyer Persona Identify Their Challenges and Pain Points Identify the challenges and pain points that your ideal customer experiences. This will help you understand what motivates them and how you can best serve them. Axel Partouche Chapter 2 : Buyer Persona Develop a Persona Using the information you have gathered, develop a persona that represents your ideal customer. Give them a name, a photo, and a backstory. This will help you visualize them and create marketing messages that resonate with them. Axel Partouche Chapter 2 : Buyer Persona Axel Partouche Chapter 2 : Buyer Persona Axel Partouche Chapter 2 : Buyer Persona Axel Partouche Session 2 : Audit and Buyer Persona Group Work Sweet Exode Targets and persona Axel Partouche