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This document is about the characteristics that come with being a marketer., Lecture notes of Marketing

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2022/2023

Uploaded on 12/04/2023

jerwuan-thomas
jerwuan-thomas 🇺🇸

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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?
oSpecific campaigns/messaging target specific customers.
How do we learn more about our target audience?
oGain insights from our target market
oCollect quantitative data from external sources
oCollect quantitative data from internal sources
oCollect qualitative data
Collect information needed to further segment audience
oAge
oGender
oLocation
oIncome
oBehavioral traits
oOccupation
oInterests
oLife stages
oBuying habits
Where can you find this data
oExisting company and industry research
oAnalytics tools
oGoogle Analytics- helps you identify trends and patterns in how visitors engage with
your websites. Features enable data collection, analysis, monitoring, visualization.
oSocial Media Insights
oCustomer 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
oTo connect and communicate with customers authentically, marketers must have
empathy with their audiences.
Why is empathy relevant to marketing?
oHelps marketers understand their customer’s needs.
oHumanizes brands and helps build authentic connections.
oAllows marketers to understand their customers buying journeys
oHelps marketers build messaging and content.
Empathy research methods
oSurveys
oInterviews
oFocus Groups
oObservations
Surveys and Focus Groups
oAllow marketers to ask specific question to specific audience.
oCan help build aggregate data as a result of large response rates.
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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. 