SHAW ACADEMY NOTES. Diploma in Digital Marketing

Transcription

1 SHAW ACADEMY NOTES Diploma in Digital Marketing

2 Target Audience - Who is Your Customer? Who is our Buyer: This is the fundamental question all digital markets need to answer. We need to know this in a precise manner. We should spend the time to understand our customer and their behaviour, that way we can add the most value to the client. When we want to know who our customer is, we need to focus on certain aspects about that customer. We can look at demographics as a way to identify the buyer. Country: We need to ask ourselves is our customer local or Global. You may have a product such as digital marketing for example which is a truly global product. You may want to start locally and then go global or maybe go global straight away. Your strategy depends on your product or service and the resources we have. You will need to carry out market research and ultimately, you will need to test different platforms and different markets to find out where your buyer is. Age/Gender: When we are learning who customer are is, knowing their age and sex will tell us a great deal about the client. If we are aware that we have a client who is 20 years old male or a 65-year-old female, we can be sure in most instances that they behave differently online. We can use our data to understand aspects of our buyer. Different customers: We can look deeply into our data and start to investigate different buyers for various products/services. We will see that each product can attract a different buyer, who each behave differently. We can then start to look at our customers based on the lead source. Facebook ad: An easy way to find our customer is to run a Facebook ad. We can offer something for free or a heavy discount and collect the data on the customer. We then measure who converted into paying customers and look at the data to find out age, sex, and location.

3 Target Audience: We need to carry out a degree of market research and competitor analyses. We can make competitor analyses online, offline, paid for or do it our self. When we are carrying out competitor analyses, we can look at their Alexa score. Also, we can investigate the competitor on the website Owler. Two Questions: We need to ask our self-two questions, one is who needs our product? Solving this issue will help you to get a picture of your audience and two what problem can I solve for the customer. Everybody has a problem, there is a solution for that problem, and the trick is finding the solution and the person who has the problem and then delivering the solution to them. Personas: It s important to build a profile for your customer. This profile needs to be an accurate picture in your mind. In the beginning, this can be constructed upon assumption after you gather enough data you can then change the persona to match the data you have. Unit Economics: Unit economics are the direct revenues and costs associated with a particular business model expressed on a per unit basis. If we understand unit economics then we can position ourselves so that we can make strategic digital marketing decisions based on our unit economics. If we know what a lead costs us and we know what we stand to make on average per lead, then we can budget for advertising and decide what partnerships will be lucrative and which will not. CPL- Cost per Lead: The total revenue spent acquiring the leads, for example, you may run a Facebook ad and acquire 1000 leads. However, each of these cost you money. So to get your CPL by dividing your revenue spent by the number of leads you acquired. A must for CPL deals. ARPL Average Revenue Per Lead: The total revenue divided by the number of leads. If we stay with the Facebook ad and after you had acquired the leads a % of them went on to become paying customers. If you want to work out your ARPL, you divide the total revenue by the total number of leads; this will give you your average revenue per lead. Shared Value: When we are working within digital marketing we will have certain goals, these will be our business goals. We should be very clear about these. If we take Shaw Academy, for example, our goal is to provide education affordable and accessible to all. The customer will have a goal as well, for example, to learn how to make money. So at the certain point, our goals overlap and this is known as shared value.

4 Additional notes for class

5 THANK Thank YOU You