[Marketing] 03. Who, When, Where & Why

Who: Understand Your Customer

1) develop empathy maps

2) develop a target persona

- background & demographics

- hobbies

- goals

- needs

- barriers

When: Understand the Customer Journey

- awareness: how and when a customer first becomes aware of you

   -> broadcast channels: espn, the huffington post, buzzfeed

- interest: when a customer knows about you and becomes interested in your offer

   -> social channels

- desire: when a customer knows about you and wants what you offer

   -> social & search: twitter, google, yahoo, expedia, bing...etc.

- action: when a customer knows about you, wants your offer, and is ready to take action

   -> search channels: keyword search ad

- post action: when a customer has taken the action

   -> 1:1 channels: text, email

Where: Marketing Channels

Different types of channels: 

- broadcast: expose ads to larger audiences who 'pass by' 

e.g. display ads on website

- 1:1: speak directly to your customer

e.g. email, text message

- search: reach customers when they have shown interest

e.g. search advertising

- social: create conversations around your product

e.g. Facebook, Instagram ad 

Paid, Owned and Earned Media 

- paid: you pay to show your content

- owned: content you author and host

- earned: content others write about you (free)

Why: Marketing Objectives & KPI

smart marketing objective are: 

S pecific

M easurable

A chievable

R elevant

T time phased

ex) Acquire 50,000 new online customers for women apparel this financial year. 

Raise brand awareness by driving 100k new unique visitors to the website this month. 

KPI: KEY PERFORMANCE INDICATORS

Key: important

Performance: how you're doing

Indicator: often a metric or a value

ex) marketing ROI, number of incremental sales, number of leads, net promoter score, email engagement score...etc.

1. identify objective

2. select primary kpi

3. map metrics to your kpi

Metrics and KPIs

example)

Objective: build brand awareness

Primary KPI: website visitors

metrics: 

inbound links

referral visits

media mentions

new visitors

Metrics

CPM - cost per mile or cost per thousand

CTR - click-through rate

CPC - cost per click

CPA - cost per acquisition

CPL - cost per lead

CR - conversion rate

ROI - return on investment

CLTV - customer lifetime value

VTR - view through rate