Topic 1

Question 1

the digital consumer shows

Answer 1

emotions and power

Question 2

digital consumer cares about the opinion of others

Answer 2

reading reviews
following influencers
gathering likes

Question 3

The digital consumer wants:

Answer 3

ultimate convenience/personalization

Question 4

facts about personalization

Answer 4

48% of consumers spend more when their experience is personalized
90 % of marketers believe personalization is the future
74% of consumers get frustrated when content has nothing to do with them

Question 5

core commitments

Answer 5

vision
mission
values

Question 6

why, how what

Answer 6

the purpose
the process
result

Question 7

target group insights

Answer 7

segmentation criteria
behaviour
trends

Question 8

Uncovering behaviour:

Answer 8

what your target audience wants
what they consider when making a buying decision
what prices they find appropriate
the likes and dslikes
things they would like to see improved
where they find inspiration

Question 9

4 ways to understand behaviour and thinking of customers

Answer 9

desk research
interviews
social listening
search listening

Question 10

after research:

Answer 10

summarize in a buying persona and customer journey
each word should be based on extensive desk and field research

Question 11

competitive analysis

Answer 11

monitor and follow your competitors
subscribe to their blogs newsletters
visit website/shops
create swot/POPs and PODs