We continue with the seventh installment of the series “how to create a digital marketing plan step by step”. Last week, the post’s central theme was positioning and to continue adding value to the series, the title of the post is “Target Public Digital Marketing Plan” Finally, if you missed the previous articles in that series, how to create a digital marketing plan step by step, you can read them in the following links: Introduction to the Digital Marketing Bermuda Email List Plan Structure of the Digital Marketing Plan Digital Marketing Plan: Situation Analysis THE Digital Marketing plan: SWOT, CAME and Cross SWOT Analysis Digital Marketing Plan: Competitive Advantage Brand Potation TARGET PUBLIC DIGITAL MARKETING PLAN TARGET AUDIENCES WHAT IS A TARGET PUBLIC? Set of people with certain characteristics in common to whom a Marketing action is directed. HOW TO IDENTIFY MY TARGET AUDIENCE? When identifying the target audience we must take into account the following variables: Selection of the market in which we are going to operate Market segmentation Brand, product or service positioning CRITERIA TO DEFINE THE TARGET AUDIENCE Sociodemographic : they group individuals according to variables such as age, sex, habitat or level of studies. Socioeconomic: to make this segmentation you must take into account, income level, social class and consumption horizon.
Psychographic: they base the segmentation on the behavior of individuals through variables such as personality, lifestyle or values. Segmenting is essential to be able to define the target audience. STAKEHOLDERS The term stakeholder was first described by R. Edward Freeman in his book Strategic Management: A Stakeholder Approach , published in 1984. The author introduces the relevance of taking these stakeholders into account as an essential element in strategic planning. In the group of stakeholders we can include: Employees Customers Providers Shareholders Investors Public entities Collaborators or workers Government organizations Non-governmental organizations Trade unions Civil organizations Society in general Taking stakeholders into account is essential when planning our future marketing actions. If you are going to work in Marketing and you want to do it from a digital perspective, you should stop thinking only about the target audience and start thinking in terms of stakeholders.
As an example, keep in mind when communicating through Social Networks you can end up interacting with each and every one of them. On the other hand, keep in mind that your collaborators and employees should be your first brand evangelizers. THE TARGET PUBLIC IN DIGITAL MARKETING BUYER PERSON When entering the world of digital marketing and especially in that of Inbound Marketing, the perspective is different. Marketing, like everything else, evolves and in this sense the figure of the buyer persona has replaced the more traditional definition of the target audience. WHAT IS A BUYER PERSON? The buyer persona is the ideal client prototype of an online product or service. In this sense, we are no longer talking only about a segmented group with certain characteristics, but about a group that presents a profile with a certain purchasing behavior. This group fits like a glove to our digital marketing strategy. The buyer persona is the ideal client prototype of a product or service online via: @MATrabado CLICK TO TWEET HOW TO MEET THE BUYER PERSONA? One of the most important characteristics for the buyer persona is what we call pain .