INTRODUCTION TO EME316 Digital Marketing Strategies and Solutions FUNDAMENTALS OF MARKETING MEET AND GREET https://www.linkedin.com/in/dominick-betita/ What is an Online Audience? Online Audience Online Audiences" refers to the groups of people who engage with a brand, product, or service through digital platforms such as websites, social media, email, and other online channels. Understanding online audiences is crucial for businesses because it enables them to tailor their marketing strategies to effectively reach and engage these groups. What are the types of online audiences for your brand? Types of Online Audiences: ❏ PRIMARY AUDIENCES ❏ SECONDARY AUDIENCES PRIMARY AUDIENCES ● The most responsive and valuable to your brand ● First and early adopters Why? - Because they need your product, they are motivated and they have the ability to pay and purchase for it. SECONDARY AUDIENCES ● Interested to learn more about your brand but might prefer competitor offerings ● Likely to be switchers If your product or price doesn’t satisfy their needs, they are not motivated to buy or use it and they don’t have the means to pay, then they won’t be able to buy your product. How do I determine my Online Audiences? Determining an Online Audience To create your target online audience, you need to list down and ask yourself “What kind of characteristics do this group of customers have in common?” NEEDS - Common problems or pain points that your target group of customers wants to solve. As an example, Melissa of ABC plant-based shop sells frozen, ready to heat products. ABC Plant-based Shop NEEDS: Don’t eat meat and have no time to cook healthy meals at home. DEMOGRAPHICS Characteristics of Online Audience What kind of Characteristics do this group of users have in common? Example: Here’s how Melissa of ABC Plant-based shop will define the demographics of her online audiences: Age: 28 - 35 yrs old. Gender: Male and female Social status: Class AB working professionals Location: Residing in Metro Manila Motivations and Behaviors MOTIVATION Refers to the wants, aspirations, and subconscious desires that this group of customers have in common. BEHAVIOR Refers to physical, or emotional responses that are usually triggered by positive or negative events. Here’s how Melissa of ABC Plant-based shop will define the demographics of her online audiences: Because plant-based products are not made from animal meat, Melissa knows that she captures group of customers who are motivated to protect the animals and the environment. Their behaviors include taking care of their health and developing good eating habits. What is S.M.A.R.T? S.M.A.R.T. is a goal-setting tool widely used by companies and businesses to develop sound and strategic goals. S.M.A.R.T. stands for: Specific Measurable Attainable Realistic Time-bound Why do S.M.A.R.T. goals matter? S.M.A.R.T. marketing goals - focus on how to grow your customers, - provide clear direction on what strategies you need to do online to sell better. - Will set you up for success because it’s specific, measurable, attainable, realistic and, and time-bound. S.M.A.R.T Goals Process S stands for SPECIFIC Making it specific will allow you to focus on what exactly is the business result you want to achieve. S stands for SPECIFIC How to be more specific? Use the 5Ws and identify the Who, What, Where, When, and Why. WHO? Who will achieve this goal? Is the goal assigned to you or to other persons in my team? This sets accountability that someone will look after and execute this goal. What? What results you want to achieve? Is it to increase brand awareness on low-performing products? This defines the detailed output you want to achieve for your brand, Where? Where this goal could happen? Do you want to increase sales from online shops or in-store traffic? This sets what kind of customers you want to achieve as part as your goal. When? When will you achieve this goal. Refers to the time you will allot to achieve this goal. (Is it monthly, quarterly, or yearly?) Putting a timestamp on your goal is very helpful to keep track of whether or not you’re making a progress. Why? Why do you set this goal? Is it because your sales are declining, your cost is blowing up, you’re not growing customer base at all? M stands for MEASURABLE Set a criteria and measure how you will achieve this goal. DEFINE: ● How many or how much you want to achieve? ● What are the success criterias? A stands for ATTAINABLE Figure out ways to make your goals attainable. In order to evaluate if you can attain your goals or not, you have to check your current resources, and capabilities. AVOID setting extraordinary and of the world goals. R stands for REALISTIC. Consider if it is doable in a given timeframe you set as a marketing goal. It is very important to consider time, resources, and cost when you write down your realistic goals. T stands for TIME-BOUND. You have to set a start date and finish date. This will allow you to commit to the timeframe you set to achieve your goals. It also gives you the urgency to get it done and get it right. Why do S.M.A.R.T. goals matter? S.M.A.R.T. marketing goals - focus on how to grow your customers, - provide clear direction on what strategies you need to do online to sell better. - Will set you up for success because it’s specific, measurable, attainable, realistic and, and time-bound.
