Answering the Who Question In Digital Marketing Planning
In the ‘Who’ stage of planning, marketers should think about their audience – who they are and how this audience influences content and media channels choice. Your entire strategy relies on your audience research, as the best way to communicate with someone is to talk to them, not at them. You have to talk to them in their language, with words that resonate and in the place where they are already listening and talking. For this to happen the ‘Who’ stage considers the following elements:
#1 Target Audience as part of who question in digital marketing planning
Defining your target audience works hand in hand with the previous stage. In order to impact your market, you need to know who you are addressing your message to. Target audience is defined as a particular group at which a product such as a film or an advertisement is aimed.
Marketers need to know what group of consumers they want to reach in order to set goals and develop content because reaching everyone is as effective as reaching no-one at all. For successful marketing strategies, understanding the needs, aspirations, lifestyle, and habits of your audience ensures you know how to talk to them and where.
The definition of your target audience will depend on the product’s intended audience and audience research. You might discover that your product can actually be consumed by a broader audience and that the original intended audience, or simply understand the product target audience better to know what message will move them through the funnel. Once again, this is something we will explore later in the Research section of this module.
#2 Creative Execution as part of who question in digital marketing planning
When the ‘What’ stage and the audience is defined, and marketers start thinking about the creative execution of their campaigns, they need to keep focusing on the audience. An idea might be brilliant but if it doesn’t appeal to your target audience, then it is not worth investing in. The creative execution will define the look and feel of your campaign, the language used, the image shown, the colours etc.
Creative execution can help you express your differentiation, and attract attention by being unexpected, skillful and visually impactful. It should not be underrated as creativity expresses who your brand is and how it wishes to express itself.
This directly impacts your audience’s perception of your product. The creative choice should be tested to verify its efficiency, and while traditionally this was done through focus groups and qualitative research, now with digital media, it is easy to A/B test your campaign creatives, change them if necessary, and invest more on creative that performs the best.
#3 Touchpoints as part of who question in digital marketing planning
The touchpoints of your strategy are the channels you desire to use to reach your target audience. Once again this choice should be heavily influenced by the audience. Where do they spend time? Where do they make decisions? Who are they speaking to? You want to be present where they are and be visible on your target audience’s channels.
This ties in with our previous discussion on integrated campaigns and channels and how different factors will influence your choice depending on your objective, your audience insights and the performance of the channel. By thinking about your touchpoints in the planning stage and analyzing the previous information, you are able to make informed decisions to target the most cost-efficient channels that will bring ROI with the least effort.
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