The core components of a digital audience

The Three P’s of Audience Definition

“Not another acronym” I hear you say!

Marketing is littered with them, “The 7 P’s of Marketing”, “AIDA”, “B2B” … need I go on. They are usually overused and misunderstood.

However, sometimes there is place for an acronym. When it supports you in completing a necessary task or activity – by following the acronym model you get repeatable, quality results.

With that in mind, we spent a significant amount of time looking at the core components of a marketing audience and then compared traditional approaches to the new attributes of a digital marketing audience.   What we deduced is that a digital marketing audience has some new and often overlooked dimensions.

So to help you in developing a detailed knowledge of your digital audience, consider these 3 P’s:

  • Personas
  • Problems
  • Places

Personas:

You need to know your audience at a deep emotional level.
You need to know your audience at a deep emotional level.

We are all familiar with the need to build a persona or avatar of our target audience. Completing a sketch of critical segments of your target audience is marketing 101. However, what is different within digital marketing is the depth of detail needed to comprehensively describe that persona. Modern day marketing needs to be found and heard above a myriad of other noise. If you are not relevant, timeous and personalised, you might as well forget it! This means you also need to be connected to their emotional and digital side too, not just their socio-economic demographic that we used to segment by. You need to be able to communicate with a real person, not just a subset of data that fit a criteria. These people have names, habits, problems, priorities. All of these factors need to be taken into consideration when writing content that will attract, bond and eventually convert them into customers.

Keep an eye out on our blog for some of the best tips on how to develop deep personas.

Problems:

Can you articulate your audience's top 5 problems?
Can you articulate your audience’s top 5 problems?

Inbound marketing is the best example of speaking to the purpose of a business. What is a business here for after all? In the greater scheme of things above the financial gains they intend to make, it is about solving problems.  Your prospects and clients have an objective they need to achieve. More often than not, there are obstacles in their way preventing them from achieving their objectives. Sometimes they need help in realising there is an obstacle, and other times they are simply looking for a quick “how to” to solve their immediate blocker. Knowing what the objectives are and brainstorming the pains and frustrations they may be experiencing in achieving these is a critical part of audience profiling.

If you can’t speak to the top 5 pains of your audience and can’t articulate the gains they will achieve, then you are going to lose the inbound marketing game. Your audience is searching for answers to their problems, so write content that gets them on a path to solving the problem. The golden rule is to be able to add value to your audience rather than just selling to them. You add value by helping them to identify their blockers and by teaching them how to overcome them.

Place

Do you know where your audience goes to find their information?
Do you know where your audience goes to find their information?

Here I am referring to their digital habitat. Product placement is one thing, but in the digital world, getting the right content to the right audience in the right place is critical. To do this you need to deeply understand the digital habitat of the audience. Where do they go for their problem solving content? Is it google? Is it mobile search? Are they researching through the forums on Linkedin? Time is also a critical element. They may start searching on one platform, but then move to different mediums as their knowledge broadens and they move along the customer journey.

So in summary, in order to put the right content in front of the right people at the right level of detail for their stage of their journey, you need to have a very clear and tested theory of their personal psyches. The issues, concerns and frustrations they face and where they go to solves these problems. If you are not interacting with your prospects at this level of personalisation then you will not be “discovered” or be able to engage at a meaningful level with them. These are the corner stones to digital marketing.

Digital marketing is currently full of ‘buzz-words’ – digitally transforming this, being digitally agile… But what do all these things really mean? The first step to understanding where you are today is by comparing yourself to your peers.

Over the next 4 months we will be running a series of webinars that will walk you through each component of digital transformation in marketing and will give you a series of questions to help you benchmark yourself. Throughout the webinar series we will also be releasing tools and insights into how to improve your skills in these critical areas.

Click below to sign-up!

Digital Marketing Transformation and Agility

 

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