Effective target marketing to reach a specific audience allows a higher probability to acquire your ideal client or customer. With changing technology and consumer behaviors, it has become increasingly hard to achieve results. As a lean start-up: Where do you start? How much money should you spend?
In this session, we will discuss the most effective strategies to perform local and global market research. This includes sizing up your competitors and figuring out whom you want to reach and where you need to market.
With this information, you are enabled to clearly define the features and benefits of your product and service. You are also able to create a stronger branding message that resonates with your target client or customer and effectively increase sales conversion.
2. About Me
Art Lee is a seasoned digital marketer with
extensive experience in leading and managing
technical projects across APAC and U.S. He has both
extensive technology and business skills which are
both required to effectively manage any digital
marketing campaign and to ensure business
objectives are met. The skills that are most valued
by clients is his ability to listen and to create
solutions.
4. Helping business owners to build their own
businesses on a lean(er) budget
To educate business owners to make informed
decisions (simple and effective)
Accommodate lowest common denominator - semi-
seasoned business owners
Encourage audience participation
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5. Where to start
How to approach your target market research
Where to start your search
How to apply it to your product/service
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7. Behavioral
Observing behaviors
How are people using
Facebook
What conditions a person
Normal reactions
How to reinforce a
behavior
Serving a specific
behavior
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9. Geographic
Population, industries, etc., of a region or regions.
Image: userinterfaced.com
10. Psychographics
Study of personality, values, attitudes, interests, and
lifestyles.
activity
opinion
attitudes
behavior
needs
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11. Sociographics
Integration of Demographics & Psychographics. Listen to the
needs, values, and behavior of the influential.
personal needs
personal profile
personal attitudes
social graphs/friends
personal passions
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12. Not a Debate of Analysis
Demographics Interaction of Usage
Psychographics Information of Usage
Webographics Emotional Goals of usage
Relationship with the Sensory / Immersive
business character of usage
Specific Goals / Needs Accessibility issues
Context of Usage
13. Integrated Research & Analysis
Analyze Feedback
Website Data Analysis Report
Social Media, Mobile Customers
Print, Advertising, TV Competitors
14. Where you want to be (viability)
High Value
Very Useful Not Useful
Image source: pearanalytics.com
Low Value
18. All Likes do not equate to real
conversion
Case Study: It expands total eyes from
Need more FB Likes extended networks
Likes from anywhere?
The more the better
Worried about fake profiles?
My boss just wants me to
get more likes than
competitors
23. Identify Social Segments
Tools Locating
Culture, Discovery, Real Time People look for other people
Data, etc. like themselves, which is
called group affinity.
Locate new Micro-
Communities (offline/online)
Listen to customers &
influencers
24. Using Facebook
Research Groups based on keywords
Ads based on profiles
Competitor ads
What is being shared
Engage in group
25. Using Twitter & Tools
Search hastags # (keyword: topic, industry, product)
Find people (influencers), Observe who follows
Observer news people engage with most
26. Using Linkedin
Keywords for
people and
groups
Engage with
groups, share
your idea
Find what
motivates, what
people want
27. Using Blogs
Track buzz, what’s
going on
Comment on blogs
Share your idea
30. Exercise 2
Phone Case
Come up with phone case idea that serves a specific
customer based on your research.
For example (30s, female, smartphone size, colors,
lifestyle, usage, etc.)
31. Digital Marketer
Many companies offer direct solutions (FB
Marketing, list building, mobile apps, social media)
What people really needed was a strategy and
justification of approach, that fits their budget
Serve underlying need to increase sales leads
Part time and small sized businesses
Growing businesses
32. Research Points
Understand what people want (can be unrelated to
you), what they need (PAIN)
Understand what drives competitor businesses
Compare what you have to offer
Further define the characteristics of ideal client
Image: freemarketingmadeeasy.com
33. Get Busy Doing
or
Get Busy Losing
Good Luck!
Come talk to me if you have any questions.
Notas do Editor
Examples to give?
Teams, Corp Consultant Freelancer, Big or Small Company, work together to provide an integrated research
Goal: People into seeing and hearing, within trusted networks
HEART: What makes it emotionally engaging?HEAD: What makes it logical and sensible?HAND: What makes it tangible and practical?