DM: Framework Flashcards
Digital Marketing Framework
WHAT: WHAT ARE YOU MARKETING?
WHO: WHO ARE YOUR CUSTOMERS?
WHY: WHAT IS YOUR MARKETING OBJECTIVE?
WHEN: WHEN WILL YOU MARKET TO YOUR CUSTOMERS?
HOW: WHAT IS YOUR MESSAGE?
WHERE: IN WHICH CHANNEL WILL YOU MARKET?
MEASURE & OPTIMIZE: HOW WILL YOU TRACK & MANAGE FOR SUCCESS?
4 steps for determining WHAT
- Specify the core components
- Determine the Value proposition
- Lay ou the business model
- Evaluate the business lifecycle
4 Core components of a business
Revenue
Cost
Product/Service
customers
Value Proposition Statement
For [target custer] who [statement of need], our [product or service], that[ [statement of benefit]. Unlike [closest competitor]
Our offer [primary differentiator]
Most important thing to understand about the business model
Gross profit = Revenue - COGS
Stages of the Business Life Cycle
- Startup
- Growth
- Mature
- Decline
Why is understanding the business lifecycle important for marketing?
different stages have different requirements and strategies.
3 Steps for determining WHY
- Set smart objectives
- Sleect KPI’s
- Determine the metrics to Measure the KPI’s
4 types of Channels
Broadcast: Expose ads to larger audiences who pass by eg. display ads on the website
1:1 Speak directly to your customer eg. email, text,
Search: Reach customers when they have shown interest eg. search advertising
Social: Create conversations around your product
3 kinds of Media
Paid, Owned, and Earned
5 stages of the customer journey
AIDAP
Awareness, Interest, Desire, Action, and Post Action.
Matching Channels to User Journey
Awareness: Broadcast Interest: Social Desire: Social & Search Action: Search Post-action: 1:1
3 steps to understanding the customer
- Research
- Develop Empahty Maps
- Develop a Target Persona
4 Quadrants of an empathy map
Seeing, Thinking, Feeling, Doing
6 Parts of Target Persona
Persona Name Background& Demographics Hobbies Goals Barriers Needs
