Digital Marketing Planning

CAM FOUNDATION10 credits

Aims and objectives

This unit provides the skills and knowledge necessary to plan digital marketing planning concepts.

1. Online and traditional marketing concepts and applications2. Online business models3. Environmental factors impacting on online activity and plans4. The digital marketing mix5. Developing a digital marketing planSpecifically the unit covers • E-business models• The digital marketing environment• Digital marketing planning processes• The digital marketing mix• Privacy, trust and security

Learning OutcomesOn successful completion of this unit you will be able to: •Appraise different planning approaches and marketing environmental factors that influence online marketing activity. •Review the similarities and differences between online and traditional marketing concepts and applications. •Discuss key stages in online development using relevant business models. •Analyse the ways in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment. •Review the importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations. •Apply relevant tools and concepts from this unit to design, measure and monitor an annual online marketing plan.

Developing a digital marketing plan – Set objectives. – Decide on online marketing options – acquisition, retention and/or

brand building to enhance customer relationships (CRM). – Develop an action plan and, if appropriate, set this in the context of an

integrated multi-channel plan. – Appraise various control mechanisms for incorporation in the plan: – Online resources to set the campaign budget. – Online promotional tools to produce a measurable digital

communications plan with digital suppliers. – Campaign testing online. – Measuring performance with web metrics against objectives (ROI/LTV,

response rates etc). – Campaign reviews utilising industry applications eg Google Analytics. – Key performance indicators for continuous improvement including

relationships with other functions in the value chain.

digital and interactive marketing #DIM

1

management implications

Digital Marketing Campaign...

...is part of the Marketing Communication discipline that enables online communication to be

developed, optimized and aligned to overall marketing strategy in order to increase consumer engagement, value creation, sales growth, brand

equity and profitability in a sustainable manner in order to achieve overall business strategy

Why Planning• How Business sees it... • How customers see it...

• How Google sees it... • How should it look like...

...

Consumers have fundamentally altered purchasing decision making. Build your Brand by delivering a high value proposition and engaging customers through meaningful events, strategic implementation of tools and platforms and creative content.

Online Value Creation and Consumer Engagement

The Trichotomy of Social engagement

UX

Visual Communication (Aesthetics)

Search Science& Social InnovationSocial engagement

Bran

ding

Functionality

Conversion

Lima (2013)

Design Imagery, Pictures, Frames, Logos, Colour, Action Buttons, Usability, Navigations...

Content Marketing, Blogging,Thought Leadership, Social Media Marketing, Buzz Monitoring, Reviews, Forums...

SEM, SEO, PPC, Link Building, Landing Pages, New Technologies, Internet of Things, Wearables...

CX

Stages in online adoption

• Level 0 – No web site or presence on web - thinks offline is OK • Level 1 – Basic web presence – domain name or Directory (Yell)

listing; • Level 2 – Static informational site – often transfer brochure online; • Level 3 – Simple interactive site email form – rely on traditional

methods to sell; • Level 4 – Interactive site supporting transactions and FAQ’s -

often online buying and interactive helpdesk; • Level 5 – fully interactive site supporting whole buying process –

full integration of eBusiness. Offer relationship marketing with clients;

Chaffey (2011)

The Internet Commandments

1. Know your mission on the Internet;

2. Be Everything for someone, not something for everyone;

3. Give the users something to take home;

4. Solution based on Strategy;

5. Utilise the possibilities of the Internet;

6. Build intellectual know-how and leadership on the Net;

7. Involve the user in the designing process;

8. Test your solution;

9. Give the users power and control;

10. Be prepared to change and start all over!

Ten C's for Internet Marketers

Gay et al. (2007)

Online Marketing Approach

• Internally Focused Orientation;• Target Group Orientation;• Costumer Focused Orientation;• Network Focused Orientation

Molenaar (2002)

Online Marketing Objectives - Brand Development

• Provision of Company Information;• Corporate Image promotion;• Product information over and above that

available in other media;• Public Relations;• Human Resources information;• Promotional Campaigns and Integrated

communication - cross-channel.

Gay et al. (2007)

Online Marketing Objectives - Revenue Generation

• Sales either by payments at the time of purchase or order generated online;

• Prospect Generations; used as advertising stream for company/product, of as medium for other sites;

• Direct Marketing; following traditional DM using as a medium for communication

Gay et al. (2007)

Online Marketing Objectives - Customer Service/Support

• Pre-sales information; simply promotional text helping buyers to buy, FAQ pages;

• Post-sales information; comprehensive fitting instructions, usage advise like recipes, supplements, etc...;

• e-CRM; using technology to develop and manage relationships;

• Personalisation; customisations and 1-2-1 approach.

Gay et al. (2007)

digital and interactive marketing #DIM

1

preparing for planning

SOSTAC planning

framework planning framework…

1

2

3

4

5

6

situation analysisobjectivesstrategytactics

actioncontrol

growth

position

competitive

corporate

marketing

digital

resources

scheduling

Smith, 1990

7P’s

marketing

the macro environment

the micro environment

strategysystems

functionsresources

suppliers

other stakeholders

intermediaries

competitors

customers

political forces

social cultural forces

technological forces

economic forces

environmental forces

legal forces

environments

the internal

environment

situation analysis...

20

macro environmental analysis…

present organisations with opportunities and threats

political

economic

social

technological

environmental

legal

PESTEL analysis…Your Notes PESTEL

FactorsPotential Impact

Implications & Importance

About your organisation & how the factors might impact on marketingfor your organisation/SBU

PoliticalEconomicSocialTechnologicalEnvironmentalLegal

H = HighM = MediumL = LowU = Undecided

Time Frame:ShortMediumLong

Type:Opportunity orThreat

Implication:IncreasingReducingNot yet determined

Relative ImportanceH = HighM = MediumL = Low

Porter’s five forces…

Bargaining power of suppliers

Threat of new entrantsThreat of substitutes

Bargaining power of customers

Intensity of existing rivalry

Porter, M, 1979, HBR

23

…using the strategic groups model

CE

A

B

D Firms within a strategic group have similar strategies

Strategic dimension 1

Strategic dimension 2

The relative position of groups shows how alike or different their strategies are

Adapted from Porter, 1980

INB

OU

ND

LOG

IST

ICS

OPE

RA

TIO

NS

OU

TB

OU

ND

LOG

IST

ICS

MA

RK

ETIN

G&

SA

LES

SER

VIC

E

FIRM INFRASTRUCTURE

HUMAN RESOURCE MANAGEMENT

TECHNOLOGY DEVELOPMENT

PROCUREMENT

MARGIN

MARGIN

Support

activities

Primary Activities Source: Porter

Porter’s value chain…

Porter, M, 1985

stakeholder analysis...Which publics are important to the firm’s operations?

How strong are company-stakeholder relationships?

What is the impact of corporate actions on these publics?

Are they increasing or decreasing in importance?

What actual or potential impact could they have on the business?

What are the interests of each relevant public?

Which groups pose a threat and which an opportunity?

What are their communications needs?

digital media consumption in the UK, 2013…

83% of 18-24 year olds own a smart phone

tablet ownership highest with 35 – 44 year olds

Use of internet anywhere, any device is 79%

Average weekly internet usage is 16.8 hours

Social media growth is fuelled by 55 – 64 year olds

53% of mobile users go online with the device

consider how media is scheduled

…growth in key technology platform usage…

Ofcom, 2013

customer analysis...

segment characteristics

decision-making process

involvement

perceived risk

awareness, perception and attitude

influence

media consumption and use

investment priorities, objectives & goals

market importance & commitment

relative strengths & weaknesses

competitors - now? 5 years on?

weaknesses making them vulnerable

changes likely in future strategies

‘7 step competitor analysis drill’

effect on industry, market & you

Davidson, 1997

Internal analysis...

strengths and weaknesses

linked to use and availability of resources…

and analysis of current digital activity…

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TOWS Analysis

Strengths Weaknesses

Opportunities“Maxi-Maxi” Strategies

Strengths used to maximise opportunities

“Mini-Maxi” Strategies

Minimise weaknesses by taking advantage of

opportunities

Threats“Maxi-Mini” Strategies

Strengths used to minimise threats

“Mini - Mini” Strategies

Minimise weaknesses and avoid threats

Weihrich, 1982

32

…McKinsey 7S Framework

Strategy... the plan(s) devised to maintain and build

competitive advantage over the competition

Systems...the daily activities and procedures that staff members

engage in to get the job done

Shared Values... the core values of the company that are evidenced in the

corporate culture and the general work ethic

Structure...the way the organisation is structured and who reports to whom

Style... the style of leadership adopted

Staff... the employees and their general capabilities

Skills... the actual skills and competencies of the employees working for the company.

…simplistic but often used model

…designed to help identify key causes of

problems in organisation’s as a TQM approach

Can use it for human, financial, material and

asset audit… for strengths and weaknesses

5M’s..?

men, money, minutes, machines, management

34

also consider…

…strengths and weaknesses of current digital mix

website

social media…

UX

traffic and flow

CGM

…web presence model

1. brochurewear

2. transactional

3. entertainment

4. affiliate

5. relationship

digital objectives...

avoid solely focusing on sales

help to determine/clarify position

help highlight the balance of tactics needed

provide a time frame

provide a means of evaluation and measurement

SMART

the 5S’s...

sell… grow your sales

speak… dialogue, participation and engagement

serve… add value

save… costs

sizzle… take your brand online

Smith, 2000

37

strategy… Segmentation

• Income• Occupation• Education

• Religion• Race• Class

• Usage rate• User status• Loyalty

strategy… segmentation

B2B segmentation...

demographic

operating variables

purchasing approaches

situational factors

personal circumstance

technology

volume

capabilities

targeting...

three key approaches

undifferentiated

differentiated

concentrated

positioning…

products can be positioned in the market by focusing on specific

factors such as…

features, benefits or advantages

solutions presented

specific usage (occasions)

positioned against other products

class disassociation

conversation and consumer insight

Reference Groups - "with Great Power Comes great... possibilities"

• Three dimensional influence: informational,utilitarian and value-expressive

• Social Power - the capacity to alter the actions of others;

• Membership and Aspirational Reference Groups;• Brand Community and Consumer Tribes;• Opinion Leaders;• Market Mavens;• Surrogate Consumer;

Online Communities - where the golden pot is...

• Conversations;• Presence;• Collective Interest; • Democracy (leadership by

reputation);• Standards of Behaviour;• Level of Participation;• Crowd Power - market with not to

consumer:

The importance of customer centricity in effective digital marketing planning

Why do we need to focus on the customer?Basically... because they are not focusing on you!

Digital Consumers suffer from "Short Attention Span"Too many offers create noise, distract and freezeAverage general attention span ofa literate adult is about 10 – 12 minutes

Pete (2009)

Old x New Marketing paradigms

• old - it's all about sizzling sexy messages and brand imagery. new - listen and respond to customer needs;

• old - it's about top marketing techniques. new - it's about the consumer and the product;

• old - costumers don't know what they want. new - we never know what is exactly right for our costumers, always making adjustments;

• old - develop products and message in-house and then disperse. new - often our costumers market our products better than we do, leverage their ideas for higher profit;

Power of People

• Space Oddity Commander Chris Hadfield

• Over 20M viewers; more than the original David Bowie clip

A new threefold philosophy

• Build on a new relational and interspatial paradigm instead of transactional timely bound - new relationships brought by new social technologies required new thinking in terms of business transactions, how and when they happen. A new paradigm of thinking on- going relationships and that the purchasing process does not stop after the cash has been handed in.

• Build on personality, character and human interaction instead of only results and efficiency - see how companies such as Google and Facebook promote innovation through fostering an open and transparent enjoyable and fun employee culture where people are encouraged to think outside the box, into brilliancy to move beyond oneself limitations and comfortable zone and to try, to make mistakes, learn and try again and eventually succeed. By building human excellence these companies are actually catering for better business-client relations, brand loyalty, results and efficiency follows. http://blog.kissmetrics.com/googles-culture-of-success/

• Building on collective intelligence, legacy and fearless desire for the new instead of on perpetuation for the sake of survival - everything has to give in one day so something can take place, something better and well fitted to the purpose of business in time and space.

Wisdom of Crowds - New business models

• "Many are smarter than the few - under the right circunstances, groups are smarter than the smartest people in then. "Collective Wisdom" Shapes Business, Economies, Societies and Nations

• Threadless - vote, win, buy and share;• Quirky - post idea, get voted, sell;• Sermo - pay to listen, get to share;• Eventful - hire your favourite artist for virtually nothing;• ASOS - we buy, sell, resell, all "AS SEEN ON SCREEN"• Etsy - the craft community selling and buying globally.

Screw business as usual...this is the real world by Brian Solis

Social Search

Social Media Return on Investment (ROI):"It's like asking what is ROI of your mother"

Grew his family business from $4M to $50M using Social MediaHis Math was simple:$15,000 DM - 200 NC;$7,500 Billboard - 300 NC;$0 Twitter - 1,800 NC

strategy… OVP

closely tied to the brand position

the reasons why the customer will click, register, buy and share

the intrinsic benefits from the site, content, service and functionality

a strong online value proposition hooks, distinguishes a web site from that of its competitors, helps provide a focus to marketing efforts, can be used for PR and word-of-mouth recommendations

Turn visitors into customers, customers into loyal followers, followers into brand evangelist.

7 Steps to start and refine your OVP

Bosomworth (2010)

Turn visitors into customers, customers into loyal followers, followers into brand advocates.1.Review potential OVPs;2.Select your target audience; 3.Research your audience;4.Benchmark OVPs;5.Define your OVP;6.Communicate OVPs; 7.Deliver, review and improve.

…strategic considerations

acquisition

conversion

retention

…how do we gain new customers?

…OVP and integration with other channels

…build relationships, develop advocates and engage

54

product

promotion

tactics…

price

place

people

process

physical evidence

55

implementation…

is the scheduling of methods and media

Gantt chart or project plan

Key resources are determined

responsibilities are allocated

management processes are put in place

control and evaluation...

Link to the promotional objectives set earlier

evaluate the success of…

different comms tools

different media

different vehicles

finally, feedback and learn

digital and interactive marketing #DIM

2

digital planning - landscape

…what’s going on?

growth of e and m commerce

showrooming

media fragmentation

…changing legislation, DPA, PECR, Cookies…

…3D printing, AR, graphene, wearable tech

…disruption and innovation

…increasing online video audiences

Dual-screening

“hyper-connectivity”

BIG data

…market economies, new economies and currencies

Getting Started....

• Environmental Analysis, stakeholders, Differentiations Variables, Positioning Strategy;

• Aligned with Overall Business Strategy: Design the offer, value, distribution, communication, partnerships and management;

• Key objectives for the website and online prsence;

• Web hosting and capabilities;• Re-branding/Redesign;• Level of Integration with other marketing channelsGay et al.

(2007)

Web Design - What to look for...

• Navigation• Structure – wire-framing• Usability• Interaction• Content and copy• Brand and credibility… image

website analysis...

user experience… UX

traffic

Findability and SEM

content

Responsiveness and mobile

interaction

…analytics

alexa.com

Test for Effective Web Performance:1. How many mouses clicks to a phone number when starting at a home page?2. Feedbacks/pose questions?3. Animations used? Does it slow down the site?is it gimmicky or useful?4. Does it use fussy backgrounds distracting visitorsfrom text of the site?5. Typos and spelling mistakes?6. Broken or dead links?7. Misleading Links?8. Orphan pages or returning a '404' message?9. Download time?10. Use of pop-up windows? Really necessary?11. Freemiums?12. Use of action colour and action buttons?13. Testimonials?14. Has is been optimised for search engines?15. Internal Search and site map?16. Mobile rendering and Optimisations?

Test for Effective Web Performance:17. Has a Favicon?

18. 404 Error Page?

19. Print-Friendly CSS?

20. Conversion Forms?

21. Language Declared and Detected?

22. Microformats?

23. Dublin Core?

24. Spam Block ?

25. e-mail privacy? (plain text)

26. Directory Browsing? (can it be accessed directly?)

27. Server Signature off?

28. Mobile rendering and Optimisations?

29. Google Analytics? (or equivalent)

30. W3C Validity?

31. Doctype Declared?

32. Enconding Language?

develop a plan

who are your customers?

who are the consumer generated media creators and critics ?

start monitoring key areas, brands, new products, service encounters...

draw on experience and skills internally, outsource if need be

have a skilled and dedicated ‘interpreter’

1

2

3

4

5

Kelley, N (2012)

Content Marketing

04/11/23

Search Engine Marketing

• Keyword;• SEO;• PPC;• Landing Pages;• Link Building;• Searcher Personas;• Conversion Rate

Optimization;

Search Engines

• #1 Google: shows results at any Google-owned website such as Google.com or Google Image Search;

• #2 Yahoo!: shows searches at any Yahoo!-owned website including Alta Vista, and AlltheWeb;

• #3BING: Shows searches at any BING-operated website such as BING Search;

• Yahoo! search engine results are currently driven by BING search algorithm;

• Most popular Search Engines - (Link)Fleischner, M H (2013)

Search Acquisition Strategy Process

• Have all business and product goals aligned and using search data as key part of tour market research;

• Identify target audience;• Determine queries that fit your business needs, what is

your target audience searching in volume?;• Build content to perform well and have relevance;

("serganging")• Offer a call to action that attracts searcher deeper and

deeper into the conversion funnel;• Get you metrics right providing actionable insights into

effective strategy;Fox (2012)

Steps in the Process - 1

1. Identify your business goals:What is the business's purpose?What is the website's purpose?

2. Assess the market opportunity:Based on Keyword research, what searches are relevant to your business?What's the overall volume?

3. Assess the Conversion Potential:What queries will drive conversion (based on your business goals?)Who is the target audience?What's the competitive landscape?

Fox (2012)

Steps in the Process - 2

4. Create a tactical plan;

5. Develop Search Personas;

6. Develop Search Conversion workflows:Build a content strategy based on the searcher personas and search conversion workflows;

7. Execute on-page and off-page SEO ;

8. Monitor progress;

9. Identify actionable metrics;

10. Create rollout and adjustment strategies.Fox (2012)

The Anatomy of SERP - 1

The Anatomy of SERP - 2

The Anatomy of SERP - 3

On-Page Optimisation - Making the Hummingbird happy

• Keyword Architecture - Research, Plan, Build, Implement and Monitor;• Meta Tags - labels given to a web page;• Title - this tag is the page title, no more that seven words and less than

sixty characters;• Description - provides a description of the website or web page, use main

keyword twice for more impact (no stuffing);• Keywords Tag - should include the mains keywords chosen as the mains

focus of your website; (avoid stuffing)• Meta Author - optionals, if there are others it helps to identify content;• Robots - simplest but important, signal to Googlebo, Google's search

engine spider, to crawl your entire website;• Formatting - Content First, Clean Code (W3C), heading tags (<h1>, <h2>

and <h3>) all tags, proper keyword placement, no Flash and JavaScript

Fleishcner (2013)

On-Page Optimisation - Cont.

• Alt Tags - use to describe images or graphics, small impact helps; (no stuffing)

• Proper Keyword Placement:Place in the Title tag, description tag, keyword tag and alt tags,Place in an <h1>, <h2>, and/or <h3> tag,Place in the first 25 words of your page,Place in the last 25 words of your page,Bold keyword(s) at least once on your page,Italicize or underline keyword(s) at least once on your page.

• Avoid Flash and use JavaScript External;• (XML) Sitemaps;• Internal Links.

Fleishcner (2013)

On-Page Optimisation - Cont.

• For an improved Keyword Architecture and Placement research your competitors;

• Google Page Rank (a.k.a. PR), and old dated friend but still important; can indicate level of competitive strength among competitors sites;

• Website Load Speed - Very important factor in ranking, you can use Google Webmaster Tools or some other type of free online tools to help determine the speed of your site; (Remember User Experience);

• Inbound Links - off-page optimization

Fleischner (2013)

On-Page Optimisation - Keyword Architecture

Keyword Research and Plannerto build your Keyword architecture

On-Page Optimisation - Examples

Off Page Optimisation

• It represents over 70% of your efforts;• Get high qualified links to your sites - ≥ PR,

similar content, use related meta tag, come from diverse sources, Larger number of sites linked to them; (Ex: link: www.chrisbrogan.com)

• Link types: One way, Reciprocal and Three-way links;

• Identify which sites to link and authority sites: use google search, Alexa and any online SEO tool;ex. http://moz.com/tools

Off Page Optimisation

• Anchor text - natural link profile;• Google looks for natural inbound link profile (branded

and keyword);• Link Juice - careful with bad links;• Review your links and remove untrustworthy inbound

links - (manually or using Google Disavow Links Tool);• Good directories;• Blogging;• Social bookmarks - Digg, Redit, Stumbleupon, etc;• RSS, Forum Marketing, etc

(Google addurl, Google, DMOZ, Yelp, Articles Directories, etc...)

Examples of AdWords

Link Building Strategy

• Develop an article or any other original content;• Create, Spin, and distribute - monthly;• Submit to high PR web directories;• Do follow blog submissions; • Do follow blog comments;• Forum submissions;• Profile Submissions;• Press Release Submission;• Social Media Post and links;• Video Submissions - YouTube, Vimeo and Viddler;• Social bookmarking;• Business profiles;

Inbound Marketing

…social media presence

comments, likes, fans, traffic…

…follows, RTs, favourites

Facebook, LinkedIn, Twitter, Instagram, Pinterest, blogs…

…sentiment analysis

…social bakers

socialmention

Paid for tools like Radian6 or Wildfire

Social Media & Search

• Social Media Optimisation;• Discussion sites, Content-

sharing sites, Social Networks, Review sites;

• Online Reputations Management;

Landing pages

• a standalone web page distinct from your main website;

• limit the options available to your visitors, helping to guide them toward your intended conversion goal;

• Click Through Landing Pages;• Lead Generation Landing Pages;

Social CRM

Analytics

socialbakers

socialmention

digital and interactive marketing #DIM

3

users, and consumers customers,

SOSTAC planning framework…

1

2

3

4

5

6

situation analysisobjectivesstrategytactics

actioncontrol

growth

position

competive

corporate

marketing

digital

resources

scheduling

Smith, 1990

7P’s

strategy… Segmentation

• Regional• National• International

Geographic

• Age• Gender• Family

Demographic

• MOSAIC• ACORN

Geo-demographic

• Income• Occupation• Education

• Religion• Race• Class

• Lifestyle• Personality

Psychographic

• Benefits sought• Purchase occasion• Attitude

Behavioural

• Usage rate• User status• Loyalty

strategy… segmentation

MOSAIC and online behaviour…

Digital Trends 2013, Experian Marketing Services

online behaviour…

what is it? …the 3 S’s

…search behaviour

How many pages of results browsed…

Number of ads clicked on…

What is searched for…

When do they search…

Shift towards longer strings

2 weeks = 1billion google searches in the UK

10% of UK searches in 2012

…90% visit the second page

online behaviour…

…site behaviour

…bounce rate

…device used

…journey and flow

…dwell time

…page views

…originating source

online behaviour…

…social behaviour

…interests

…sentiment

…frequency of interaction

…which media are used?

…level of influence

…number of groups/communities

…measuring influence

spectator

joiner

collector

critic

creator

inactive

Forrester… social technographics

conversationalist

Forrester… social technographics

…where do we socialise?

Comscore, December 2012

lies, damn lies… and facebook

…how honest are profiles?

“social acceptability bias” in data and research

…people say what they think you want to hear.

People don’t tell you things about themselves that may reflect poorly (or they imagine may reflect poorly) on them

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media consumption...

Over 25’s are search first - under 24’s are social

first

…the average UK household owns 11.4 different media devices

…the Smartphone is still primarily a phone, only half of

owners use it to access the web

…the death of the “PC” is predicted

…but the most common activity on a smart phone is..?

The tablet is the currently biggest growing media device… a 175%

growth YoY

perceived risk…

…phishing

…flogs and shills

privacy

security

…trolling

…time

customer personas...

…can be formed through research

…or focus groups

…gather relevant qualitative data

better to engage in depth interviews…

To start with – we can link them to buyer behaviour

Consumer Decision-making

Problem/ Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Evaluation of Purchase

Fill, 2009

a guide to building personas...

…use classic segmentation bases and variables

also bring in a focus on lifestyle and attitude

consider “technographics” and also “webographics”…

…also consider other criteria in Search, Site and Social

web experienceactivity

platform frequency

Smart Insights, 2013

…finally

we need to validate the persona’s internally…

…and place them into hypothetical situations

What would they think?

How would they feel?

What would they do?

“what if we decided to provide detailed images of content via instagram?”

125

example personas for the smartphone market

MOSAIC persona’s…

…four ‘always on’ persona’s

considers media, platforms and behaviour

http://www.experian.co.uk/marketing-services/news-always-on-consumer.html, 2013

127

Company (your business)Buyer Persona Overview

Month, Year

Insert your company name, as well as the

month and year in the gray text

on this slide.

Kelley, 2013

128

Persona NameBACKGROUND:•Basic details about persona’s role•Key information about the persona’s company•Relevant background info, like education or hobbies

DEMOGRAPHICS:•Gender•Age Range•HH Income (Consider a spouse’s income, if relevant)•Urbanicity (Is your persona urban, suburban, or rural?)

IDENTIFIERS:•Buzz words•Mannerisms

You can find this

information by

administerin

g

online surveys o

f

your target

audience.

129

Persona NameGOALS:•Persona’s primary goal•Persona’s secondary goal

CHALLENGES:•Primary challenge to persona’s success•Secondary challenge to persona’s success

HOW WE HELP:•How you solve your persona’s challenges•How you help your persona achieve goals

Conduct interviews with your target audience to learn about their goals and challenges in more detail.

Kelley, 2013

Persona NameREAL QUOTES:•Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona.

COMMON OBJECTIONS:•Identify the most common objections your persona will raise during the sales process.

Identifying common objections will help your sales team be better prepared during their conversations.

Kelley, 2013

Persona NameMARKETING MESSAGING:•How should you describe your solution to your persona?

ELEVATOR PITCH:•Make describing your solution simple and consistent across everyone in your company.

Establishing your messaging prepares your

entire organization to convey the same

message.

Including a real

photo from

Creative

Commons or

iStockphoto

helps everyone

envision the

same person.Kelley, 2013

Examples

• BA flight billboard

• Coke's content excellence

• Future of online digital marketing

• Samsung Bear

Online Resources

• Social Media Today

• Kissmetrics• Techcrunch• Mashable• Econsultancy• Wired• Hobspot

References and reading

Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice HallSmith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth HeinemannRyan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://www.smartinsights.com/

http://www.e-consultancy.com/

http://www.google.com/analytics/features/

http://www.experian.co.uk/marketing-services/mosaic-digital-

insights.html

http://blog.kissmetrics.com/

http://www.forrester.com

/http://www.ons.gov.uk/ons/

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References and reading

Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: LondonDibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: Abingdon

Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/dealing-with-digital-disruption/http://www.smartinsights.com/digital-marketing-strategy/sostac-model/