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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...

Online video marketing involves strategies that use video to promote a brand, product, or service. 

Online reputation management (ORM) is the act of reviewing what is being said about a company or individual online so that the company or individual can engage in activities to improve the overall public perception of a company with which they are considering doing business online. 

Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform's editorial staff. The word "native" refers to the coherence of content with other media that appear on the platform. 

Micro influencers are people online who have influencer potential yet garner less followers than macro influencers. For perspective, micro influencers tend to have somewhere between 1000 and 10,000 followers. 

Marketing automation refers to software that allows companies to automate and measure marketing tasks and workflows.

Many-to-many communication system refers to a system in which each person within a system can post messages and receive messages. 

Macro influencers are people online that have influencer potential and routinely command the attention of millions of followers. 

Live streaming refers to online broadcasting of an event in real time. 

Key performance indicator (KPI) is a measurable value that indicates progress toward an intended result. 

Interstitial ads are full-screen ads displayed in mobile apps. 

Integrated marketing is the use of marketing strategies to optimize the communication of a consistent message of the company’s brands to stakeholders. 

In-stream video ads are video ads that are placed in the video shown to the viewer. 

Informal research involves collecting market intelligence by using a variety of easily available information from various sources. This method usually trades statistical precision for cost effectiveness. 

Influencer marketing focuses on using influencers to promote a brand message, product, or service to the larger market.

Inbound marketing is a strategy that utilizes various tools to develop content that will attract consumers to your product or brand, rather than using strategies that invade their awareness. 

Inbound links , also known as “back links,” are hyperlinks on other sites that bring users to your site. 

A hit occurs any time a user accesses a page on a website (sometimes referred to as a pageview). 

Granular means characterized by a higher level of detail.