Marketing can often feel like grasping at straws. Businesses sometimes feel like they must throw everything at the wall and see what sticks. Sure, demographic data is useful, but how can you be certain that your messaging will result in significant engagement from your audience? Rather than develop promotions and materials that can feel downright arbitrary to customers, marketers have found a better way: designing irresistible offers, deals and campaigns with behavioral targeting.
Absent the ability to inspect an item in-person, many customers turn to recommendations to research and make purchasing decisions. And they’re a popular source for product recommendation and research: 36% of shoppers age 25-34 rely on brand and product reviews before making a purchase.
Get to know your customer like never before with Related Marketing Cloud (RMC) Persona.
Try to remember the last time you really felt a human connection when making a purchase. Maybe it was when your local barista remembered exactly how you like your favourite drink. Or maybe it was when the man at the local deli counter, greeting you by name, suggested an alternative to your typical order after informing him about a new dietary restriction.
What is digital marketing strategy? The role of digital marketing is simple, but twofold. The first role of digital marketing is to use digital media for selling or promoting your products and services. But in addition to simple promotion, a good digital marketing strategy should also strive to encourage brand advocacy and community building. The types of digital marketing that best benefit the former are SEO and AdWords marketing, while content marketing and social media marketing are two types of digital marketing benefitting the latter.
When strategizing content or delivering campaigns, are you keeping personas in mind?
No, we’re not talking high-minded Jungian psychology here, although psychology does play a part in developing personas for marketing strategy. To put it simply, a persona is a key segment of your audience; it’s one of several ideal consumers you see interacting with your business, and each has different backgrounds and needs. Any business typically has three to five personas they’re targeting. A good marketing persona template include basic demographic info like age, gender, location or education level. But there’s more than just that: your buyer persona worksheet should also include a persona’s goals, personal values and fears.