This is part 2 of 3 of our series on Digital Marketing Strategy Development, covering customer segments, messages and ideation.
First, let’s do a quick review. Creating a digital marketing strategy is a process; it’s a subset of your overall marketing strategy. One of the most difficult areas to plan for is to identify who your customer is and why they want your product or service. This, in theory, should be complete however in the digital world it is a little different.
How digital customer segmentation differs from traditional
With the digital world, you can identify and target your potential customers much more efficiently than any other media.
Let’s use radio as an example. You decide to advertise on a sports talk show and there is a good chance you might reach men and between the age of 35 and 45 within a given DMA.
You will reach them one of two ways; sponsorship via that radio show or by running ads during the show. In the end, both are ads, simple and straightforward more of a budget issue with a little creative, not a strategy.
Whereas with digital, you have the option to reach that target audience regional, national or international. This requires more of a strategic way of thinking.
What drives your customers? What are their needs? How is the best way to reach them? Sometimes it’s about providing information i.e. white papers or blogs. Providing useful information can build trust and authority to a particular market segmentation.
For example, in the home remodeling industry, there are different types of customers: the contractor doing the physical work, the designer specifying the work and the homeowner. Each one of these customers has a particular need for the same product or service.
The contractor might be looking for installation requirements and size specifications. The designer might be looking at the ascetics, usability and budget of the products. The homeowner might be looking the functionality, cost and quality. The homeowner isn’t necessarily worried about the required type of power outlet or that there is wood grain option for flooring.
Every message you send out to a customer should be relatable, helpful and informative.
Define your message!
Each customer segment needs to have a message that appeals to them. Keep in mind it’s not about ads, it’s much bigger than that. You are trying to change behavior and motivate a segment to select your product or to continue to select your product.
What makes your product or service unique and how does that affect your customers’ purchasing decision?
Remember you are not writing an ad, think of it more like a creative brief. Using our home remodeling example we can define a message that will appeal to the contractor, designer and homeowner.
Ideation is about ideas not about tactics
You have segments and you should have messages for each segment. Now, it’s time to come up with some ideas on how to reach those segments with the new messages.
In the digital world, there are a lot of opportunities that have been tried and others that haven’t even been thought of. Keep it simple and clear. It’s best not to get into the details and end up with a list of tactics. Keep in mind that these are ideas. Ideas can evolve; the details can be flushed out as you get into the tactics and actual tasks.
Driving Point: No one size fits all. Define your customer segments; create messages that appeal to each.
In our last post of this series, we will discuss testing. There you will discover how to evolve with your successes and failures.