Digital Strategy 3.pdf

DIGITAL STRATEGY Session 3 The Customer: the Buyer Persona first, The Curstomer Journey + Intermediate Test 1 INTERMEDIATE TEST 1 DIGITAL STRATEGY The Buyer Persona Once we have an idea of whom we want to target, we will: 1.Look at the market and define the segments through Segmentation 1 Con...

DIGITAL STRATEGY Session 3 The Customer: the Buyer Persona first, The Curstomer Journey + Intermediate Test 1 INTERMEDIATE TEST 1 DIGITAL STRATEGY The Buyer Persona Once we have an idea of whom we want to target, we will: 1.Look at the market and define the segments through Segmentation 1 Consumer Segmentation 2 Business Segmentation 3 International Segmentation 2.Select the most appropriate segment to define our Buyer Persona Buyer Persona GOOD SEGMENTATION -> BUYER PERSONA 1 2 SEGMENTATION BUYER PERSONA Buyer personas are semi-fictional representations of your ideal customers based on data and research. They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across your organization HOW TO DRAFT A BUYER PERSONA WHERE TO START? 1 Look through your contacts database to uncover trends about how certain leads or customers find and consume your content. 2 Use form fields that capture important persona information when creating forms to use on your website. For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. 3 Consider your sales team's feedback on the leads they're interacting with most. What generalizations can they make about the different types of customers you serve best? 4 Interview customers and prospects to discover what they like about your product or service. 5 Primary & secondary data and research in the company COMMON MISTAKES WHEN PROFILING A BUYER PERSONA 1.BUYER PERSONA NOT RELATED TO THE BRAND WHEN READING IT IT COULD BE A BUYER PERSONA OF ANY BRAND 2. OBJECTIONS FROM BP ARE OFTEN MISSING 3. COMMUNICATION TOUCH POINTS ARE NOT PROPERLY DEFINED - LABELLED IN A VERY GENERIC MANNER: INSTAGRAM - NO -> INSTAGRAM/ FOLLOWS KIM KARDASHIAN - YES WHY IS THIS BUYER PERSONA INCOMPLETE? MAKAN - LEBANESES RESTAURANT IS THIS BUYER PERSONA INCOMPLETE? SKIMMS FOR MIDDLE AGED WOMEN IS THIS BUYER PERSONA INCOMPLETE? SKIMMS FOR MIDDLE AGED WOMEN TEMPLATE BUYER PERSONA FOR YOUR GROUP PROJECT DESCRIPTION Name, Country, Income, Gender, Key Characteristics (health conscious, urban, techy etc....) WHAT TYPE PRODUCTS DOES THE BP USE TODAY (COMPETITORS)? 1. Product and Brand 2. Product and Brand 3. Product and Brand "(short phrase that describes the Buyer Persona in relation to the product/service)" WHAT CHALLENGES DOES THE BP HAVE ? (INSIGHTS) 1. Challenge 1 2. Challenge 2 3. Challenge 3 WHAT ARE THE BP'S GENERAL INTEREST IN LIFE? (RELATIONSHIP WITH THE BRAND) 1. Interest 1 2. Interest 2 3. Interest 3 TYPE OF PERSON/ CHARACTER AND PHILOSOPHY OF LIFE? 1. X 2. Y 3. Z WHERE TO FIND THEM OR HOW DO THEY COMMUNICATE? ONLINE & OFFLINE Universities Bars/ Restaurants: ex.: private, public, where? Social Media: ex.: Instagram + follows handle of Messi Etc.... Include visuals of the above media consumption or places. WITHOUT A GOOD BUYER PERSONA YOUR ADS CAN GO VERY WRONG.... Instagram Ads: very “generic segmentation” and unless you have all the money in the world or your campaign is going to be very costly! DIGITAL STRATEGY The Customer Journey APPROACHES: INBOUND OUTBOUND CUSTOMER JOURNEY APPROACHES OUTBOUND INBOUND CUSTOMER MKT. MKT JOURNEY Often used to create Awareness, but is a one way communication channel where no feedback from the consumer is received (push marketing). The way to turn strangers in to customers and customers into promoters of your business (pull marketing) as it is the customers who communicates with the brand. Commonly used in B2B Techniques involve: A representation of the pathway that your customers or prospects follow when considering making a purchase right through to repeat purchasing, taking into account: emotions, needs, channels and reources in each phase.. Content Marketing, Email Mkt., Social Media Techniques involved: ALL Techniques involve: Traditional Mkt (TV, radio, press….), Emailing,, Display Advertising (banners, video ads), & Social Media ads (see next slides) Why do you need a Customer Journey? 1. Anticipate "Need" State and Emotion 2. Allows You to Prepare Content Knowing in advance the different needs and emotions that your Buyer Persona By knowing what needs, expectations, and emotions the Buyer Persona has in may have along the buying decision each stage, you will be prepared to process will allow you to make the correct decisions in deliver the content that is pertinent in each stage. your market offering at each stage. 3. Anticipate Resources for Channels & Media Knowing what content to deliver, you will then be able to prepare the formats in which your content should be delivered and the channels and media you are to employ to deliver that content. 4. Allocate Internal & External Resources A Customer Journey that is well-prepared will allow you to understand the budget of each action, the human resources you will need to carry it out, and the calendar and planning you will need so that actions do not overlap and can be measured. Anticipate "Need" State and Emotion: +++ Conversions A Buyer Persona will go through many EMOTIONS & ISSUES throughout the buying funnel: The CJ: Allows you to Prepare Content, Formats & Channel Owned Media Platforms that you have ownership of and more control over 1. Search Engine Ads 2. Social Media Ads 3. Website display ads 4. Influencer ads 5. App Store Ads 6. Mobile Ads 7. Email Ads 8. Sponsorships Paid Media Platforms that offer advertising and that you spend a media budget on 1. Website/blog/community 2. App 3. Social Media Handle 4. SEO/ ASO/ SMO 5. Email Database + Newsletter 6. Events/ Press Release/ PR Earned Media The noise your brand can do, What "others" say about your brand 1. Testimonials of customers 2. Blog posts of your brand 3. Ratings 4. Referrals on review sites 5. Word of Mouth (WOM) 6. Others sharing your content (Repost, retweet,, making it viral.... The Media: Owned Media, Paid Media and Earned Media Owned Paid Earned/ Shared Owned Media: promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events Paid Media: promotional channels paid for by the marketer, including traditional media (such as TV, radio, print, or outdoor) and online and digital media (paid search ads, web and social media display ads, mobile ads, or email marketing) Earned Media: PR media channels, such as television, newspapers, blogs, online video sites, and other media not directly paid for or controlled by the marketer but that include the content because of viewer, reader, or user interest. Shared Media: media shared by consumers with other consumers, such as social media, blogs, mobile media, and viral channels as well as traditional word of mouth Examples of Social Media Strategy: Nike Owned Media Nike's Instagram handle - one of the most followed handles on Instagram Paid Media Nike's paid partnership with Cristiano Ronaldo Earned Media Fashion editorial informing of new Nike Store in Dubai CUSTOMER JOURNEY There is no standard customer journey in the industry: it depends on your buyer persona, the content you can provide, and the budget you have Some companies adopt the 3-Step Customer Journey Some companies adopt the 5-Step Customer Journey CUSTOMER JOURNEY There is no standard customer journey in the industry: it depends on your buyer persona, the content you can provide, and the budget you have Some companies adopt the 7-Step Customer Journey 1 - AWARENESS 2 - "ZMOT" 3 - EVALUATION 4 - "1st MOT" 5 - "2nd MOT" 6 - LOYALTY 7 - ADVOCACY Understanding the 7-step Customer Journey will help you to understand the shorter versions of Customer Journey... THE 7-STEP CUSTOMER JOURNEY 1 - AWARENESS 2 - "ZMOT" 3 - EVALUATION 4 - "1st MOT" 5 - "2nd MOT" 6 - LOYALTY 7 - ADVOCACY The buyer persona has been impacted by a stimulus or has a need to be met and your brand needs to capture their attention. The buyer persona will search for that need and see options (brands) in search engines (Google, Bing, Yahoo, Amazon, Instagram...) The buyer persona will search for reviews on a specific brand, so brands should have good reviews and ratings available from customers. The customer is waiting for the product/service to arrive, and the brand communicates with the buyer in a personalized way. If the customer is happy, The customer they will want to "shows off" the brand, repurchase. The brand so the brand may ask should use techniques the customer to become to induce a second a brand "ambassador." purchase or push for recommendations for new customers. Channels: - Advertising: Display, Social Media (SoMe), Email Ads, Mobile Ads, Gaming ads, Targeting ads) - Viral Marketing - Influencers -PR/Events/ Sponsorship Channels: - SEA: Search Engine Advertising and -SEO: Search Engine Optimization -SMO (Social Media Optimization) -ASO (App Search Optimization) Channels: Recommendations of third Parties on: - Social media (SoMe) - Influencers - Blogs - Review Sites - App Stores (ratings) The buyer persona has landed on the brand's website, app, web app, or Metaverse space to find the product/service they are interested in buying or downloading. Brands should prepare good "home" and product pages for conversions to happen. Channels: - Web - App -Metaverse + NFT's - Community/Blog - Owned Media: SoMe handle Channels: - Mobile Mkt (notifications, messages, NFC, Beacons, Geofencing, QR codes) - Email Mkt./Newsletter (via CRM) Channels: - Mobile Mkt - Email Mkt./Newsletter - Loyalty platforms/programs Channels: - SoMe - Email Mkt./ Newsletter - Review Sites BUSINESS TO CONSUMER (B2C) CONTENT 1. Consumer has many options/solutions available - messages based on differentiation is key to breakthrough the media clutter 2. Consumers make more emotional decisions - content needs to be emotional 3. Consumers have many sources of recommendations: a brand must work very hard in the consideration/evaluation stage for referrals/ratings 4. Consumers want to see fast results: Conversion rate optimization techniques in the 1st and 2nd MOT are crucial 4. Consumers like to inform others or brag to others: a brand will acquire referrals from customers to attract new customers BUSINESS TO CONSUMER (B2C) CUSTOMER JOURNEY EXAMPLE BUSINESS TO CONSUMER (B2C) CUSTOMER JOURNEY EXAMPLE: THE THIRD MOT BUSINESS TO BUSINESS (B2B) CUSTOMER JOURNEY EXAMPLE BUSINESS TO BUSINESS (B2B) CONTENT 1. Businesses have fewer options/solutions available - messages on problem solving or being the first in the market are key and ads are carried out through very specific media 2. Businesses make more rational decisions - content needs to be technical and show experience and industry-thought 3. Businesses have fewer sources of recommendations: a brand needs to be top of mind through partnerships with industry leaders, industry events, and showcase case studies 4. Businesses might also want to see fast results: A brand must offer free trials, ROI calculators 4. Businesses do not like to inform others or brag to others: the brand needs to put extra effort in acquiring testimonials and building use cases to attract new customers BUSINESS TO BUSINESS (B2B) CUSTOMER JOURNEY EXAMPLE Awareness White papers, industry reports, Infographics Company Reports, Website/ Blog posts Consideration Testimonials (past customers) Webinars, Videos, Events Case Studies, Success Stories ROI Calculators Demos Conversions Testimonials (new customers) Reviews 1.REVIEW THIS PRESENTATION What Now? 2. READ ARTICLE: ARTICLE : HOW TO CREATE DETAILED BUYER PERSONAS FOR YOUR BUSINESS (HUBSPOT) 3. GROUP PROJECT FINNISH DOING IN GROUPS -TASK 1 & 2 YOU WILL FIND THE ASSIGNMENT UPLOADED SINCE DAY 1 IN YOUR BLACKBOARD WITH ALL THE TASKS YOU HAVE TO DELIVER PLEASE NOTE THAT YOU WILL HAVE A COURSE ON STORYTELLING & THE CUSTOMER JOURNEY MORE IN DEPTH NEXT TERM.