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In this lesson you'll understand who your customer is, use empathy maps and personas, and build a customer journey. The next part of your marketing plan is who.  To whom are you marketing? A customer is someone or some entity you believe is a fit for your business or offer.  Who is your customer? If you think your customer is everyone, you're making a classic marketing mistake.  When you market to everyone, you market to no one.  The reality is, your business has a single type or only a few types of customers, but certainly not everyone.  That's why it's important to understand exactly who your customer is.  One way to think about your customer is to first think in terms of an audience.  There are a lot of different people in an audience.  In fact, you can group them.  A group is called the Customer Segment.  A Customer Segment means that all the customers in that group have common characteristics. ...

In the previous lesson, we looked at a marketing framework we will use. You'll find that keeping a framework in mind helps you to not get lost in all the options and choices you have when you start planning your campaign. It's also important to keep in mind the bigger picture. After all, marketing is a function within a larger business. So it's good to understand the business you're working for a bit better before delving in. In this lesson, you'll learn the components of a business, write a value proposition, and understand different business models. Digital marketers Should Understand The Business They Market And Their Core Components A Business's Value Preposition Is A Key Starting Point For Marketers. A Company's Business Model Will Affect The Type And Amount Of Marketing That They Can Do. Articulating The "What," Helps To Understand The Business You're Working. What Is It Exactly That You're Going To Market? Say The Busine...

Glossary Here you will find both the descriptions of some words and phrases that pertain to the concepts in this course and also some words and phrases used in the videos and readings. If you want to add another word or expression that we missed, please suggest it in the forums. If you need to find a description of a brand used in the videos and readings, see the Brand Descriptions page. A Amplification rate The rate at which company followers take company content and share it through their network. For instance, it is the number of likes per post on Facebook, number of +1s per post on Google+, or the number of clicks per post on Twitter. Applause rate Term for the rate at which web users like your content in different websites. For Facebook or Twitter, how many likes you receive for a post or a tweet. Application programming interface (API) Term used for a set of routines, protocols, and tools for building software applications. An API expresses a softwar...

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