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  • Digital Media Campaign Strategies: Prof. Anupa Barik - Batch 2020-'22 - Trimester IV

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    SHIVAM SRIVASTAV
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    The document discusses digital marketing strategies for small businesses. It notes that 42% of small businesses fail due to lack of market and 14% fail by ignoring customers. It then discusses defining the target market and audience, creating buyer personas, mapping the customer journey, and using remarketing to target people who have engaged before but not completed a purchase. The key is to understand the target market and audience, create personas, map the entire customer experience, and retarget past engagements.

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    DMCS III

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    The document discusses digital marketing strategies for small businesses. It notes that 42% of small businesses fail due to lack of market and 14% fail by ignoring customers. It then discusses defining the target market and audience, creating buyer personas, mapping the customer journey, and using remarketing to target people who have engaged before but not completed a purchase. The key is to understand the target market and audience, create personas, map the entire customer experience, and retarget past engagements.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    16 views16 pages

    Digital Media Campaign Strategies: Prof. Anupa Barik - Batch 2020-'22 - Trimester IV

    Uploaded by

    SHIVAM SRIVASTAV
    The document discusses digital marketing strategies for small businesses. It notes that 42% of small businesses fail due to lack of market and 14% fail by ignoring customers. It then discusses defining the target market and audience, creating buyer personas, mapping the customer journey, and using remarketing to target people who have engaged before but not completed a purchase. The key is to understand the target market and audience, create personas, map the entire customer experience, and retarget past engagements.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 16

    Digital Media

    Campaign
    Strategies

    Prof. Anupa Barik| Batch 2020-’22| Trimester


    IV
    ● 42% of small businesses
    fail because there is
    no market for their
    product
    Points to ● 14% fail because they
    remember ignore their customers

    ● 70-80% people research


    a company online before
    any form of investment
    Target Market & Target
    Audience
    Target Market is Target Audience
    the group of are a set of
    people who could people who you are
    benefit from your actively aiming to
    product/service sell your
    product/service
    Step 1→ What problem is your product
    solving?

    Step 2→ Who are you solving the problem


    for?

    Step 3→ Are there any consumer


    behaviour or interest that you can
    identify?

    Step 4→ Create your own Target Market


    My target market is
    (gender) aged (range) who
    live in (place/type of
    place) and like to
    (activity)
    Buyer Persona

    Fictitious characters that represent


    your typical target customer/s based
    on a comprehensive audience research
    Channels

    Buyer
    Persona

    Customer Remarketing
    Journey
    Targeting options
    across
    top channels
    Keywords
    Google Ads Demographics
    In-market (bottom of the
    Search funnel)
    Display Interest/Affinity
    Smart Display Website topics/content
    Shopping Automatic Targeting
    Universal App Audiences
    YouTube Devices
    Gmail Sponsored
    Promotions
    Facebook
    Demographics
    Brand Awareness Interests
    Reach Behaviours
    Engagement Page follows
    Lead Generation Friends of followers
    Conversion Custom Audiences
    Catalogue Sales Lookalike Audiences
    App Installs Devices
    Messages
    Video views
    Store Traffic
    Demographics
    LinkedIn Company
    Education Qualifications
    Website Visits Fields of Interest
    Engagement Fields of Study
    Video Views Member Schools (alumni
    Lead Generation network)
    Brand Awareness Member Groups
    Website Conversions Member Interests
    Job Applicants Jobs
    Twitter
    Demographics
    Brand Awareness Interests
    Tweet Engagement Followers
    Followers Keywords
    Website Clicks and Behaviours
    Conversions Tailored Audience
    In-stream Video Views Curated videos
    App Install
    Quick promote
    Customer Journey Map

    Detailed outline of
    every step
    a lead takes to becoming
    a paying customer
    Set Clear
    Goals
    ● What goals are you directing this map
    towards?
    ● Who is it about?
    ● What experience is it based on?
    Before Sales (social media,
    PPC channels, WoM, events,
    reviews, newsletters)

    Touch-points During Sales (physical store,


    online app, website,
    promotions, sales team, point
    All the places on your of sale, online cart)
    website, marketing,
    After Sales (Invoice, marketing
    and content channels
    email, support team, online
    that your potential assistance, upselling,
    customers can newsletter subscription)
    interact with
    Remarketing
    All website visitors
    All website visitors except
    Targeting people who converters
    have fallen off the All converters
    customer journey. It Demographic segments
    is serving targeted Time on site segments
    ads to an audience Social engagers
    that has interacted
    with your site or
    engaged with your
    social media ads

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