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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...

In earlier lessons, I mentioned how smart and mobile devices have profoundly impacted human lives, in general. In digital marketing, more specifically. According to Salesforce, 68% of the companies have integrated mobile marketing into their overall marketing strategy. And 71% of marketers believe mobile marketing is core to their business. In this lesson, I'll focus on three key questions, and we'll take a closer look at mobile marketing. First, we'll ask, what is mobile marketing? And second, what are the channels and key features of mobile marketing? And third, what are the advantages and limitations of mobile marketing? Let's begin with the basic concept of mobile marketing. As in the case of many emerging industries and practices, there is no clear and agreed upon definition to mark the boundaries of mobile marketing. But there is a definition that I think that captures the essence of this concept. According to Marketo, a leader in m...

Let's now turn our attention to content marketing. A fast growing digital marketing strategy, that is particularly relevant to social media. Unlike traditional media platforms, on which the audience attention is primarily driven and held captive by the publishers and professional content producers, users of digital and social media can freely create, view and share information and content based on their own interests. As such, traditional forms of advertising can easily be ignored and filtered. So in addition to making the advertising messages more creative, more eye-catching, another strategy for marketers to engage consumers is through the interesting and original content tailored for their target audience. In the remaining time of this lesson, I want to discuss content marketing, and then the critical role of social media as a driving force behind this growing marketing trend. According to the Content Marketing Institute, content marketing is a highly strategic marketing appro...