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A target audience is a group of consumers targeted by marketing messaging. Why do we need to understand our target audience? o Specific campaigns/messaging target specific customers. How do we learn more about our target audience? o Gain insights from our target market o Collect quantitative data from external sources o Collect quantitative data from internal sources o Collect qualitative data Collect information needed to further segment audience o Age o Gender o Location o Income o Behavioral traits o Occupation o Interests o Life stages o Buying habits Where can you find this data o Existing company and industry research o Analytics tools o Google Analytics- helps you identify trends and patterns in how visitors engage with your websites. Features enable data collection, analysis, monitoring, visualization. o Social Media Insights o Customer relationship management platforms (CRM)- A technology for managing all your company’s relationship and interaction with customers and potential customers. HubSpot and Salesforce are two of the most popular CRM systems. Building empathy with customers o To connect and communicate with customers authentically, marketers must have empathy with their audiences. Why is empathy relevant to marketing? o Helps marketers understand their customer’s needs. o Humanizes brands and helps build authentic connections. o Allows marketers to understand their customers buying journeys o Helps marketers build messaging and content. Empathy research methods o Surveys o Interviews o Focus Groups o Observations Surveys and Focus Groups o Allow marketers to ask specific question to specific audience. o Can help build aggregate data as a result of large response rates.
o Can help marketers gauge the opinions of audience members on specific topics. Interviews o Can help you connect authentically with audience members in 1-1 format. o Can be effective at gaining qualitative information about audience members. o Can’t build aggregate data but can be used strategically to inform marketers about audience Observations o Can help marketers understand how audience interacts in an environment or with a product/service o Great tool for UX design or product design o Can help marketers understand bottlenecks, barriers, and issues that audience members may not be able to convey verbally. Quantitative and qualitative data o Demographics o Geographic o Interests o Platform usage’ o Shopping patterns o Buying behaviors o Goals o Needs/wants Personas o Visualization and profile of a “person” representing your ideal audience. o Is not an actual person or customer but rather represents your target audience. The PSSP Hierarchy of Needs o Personal Needs – Accomplishments, Fun, Freedom, Relaxation o Social Needs – Love, Friendship, Family o Safety Needs – Shelter, Health, Job Security o Physiological Needs – Food, Water, sleep, clothing Buyer’s Journey o Is the active process a buyer goes through leading up to an action or purchase. Awareness Stage Consideration Stage Decision Stage Personas and buyer’s journey o The information we collect for our personas can help us better understand the journey.