Digital Marketing Overview

Learning Outcomes

  • Understanding of the Digital Consumer.

Key Concepts in Digital Marketing

  • Understanding the customer in digital markets:
    • Focus on customer segments, personas, and journeys.
    • Consider the influence of search intermediaries, media sites, and destination platforms.

Segmentation Bases

  • Demographic: Age, gender, income.
  • Geographic: Location-based targeting.
  • Psychographic: Lifestyle and personality traits.
  • Behavioral: User interactions and usage patterns.
  • Benefit: Specific advantages sought by consumers.

Persona Example: Chris, 45

  • Profile: CEO of a financial firm valued at $100 million, involved in purchasing decisions.
  • Pain points: Complicated decision-making process, value for money concerns.
  • Information Preferences: Looks for expertise, case studies, and strong partnerships.
  • Communication: Prefers email, face-to-face, or phone communication.

Buyer’s Journey

  • Stages:
    1. Awareness: Recognizing a problem.
    2. Interest: Exploring options.
    3. Consideration: Evaluating alternatives.
    4. Conversion: Ready to purchase.
    5. Retention: Fostering repeat business and advocacy.
  • Consider how target audiences fit into these stages.

Effective Media Channels for Each Stage

  • Awareness: Content marketing, social media ads.
  • Interest: Display and video ads.
  • Consideration: SEO, paid search.
  • Conversion: SEO, paid search.
  • Retention: Email marketing and analytics to track engagement.

Customer Journey Mapping

  • Define touchpoints and interactions across the consumer's journey from awareness to purchase and retention, incorporating various digital communication methods (e.g., social media, email).