Developing an Advertising Mix with Traditional and Digital Advertising

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(upbeat music) In the following lessons, you'll learn how to identify your customer's needs by creating buyer personas and understanding the buyer's journey. We'll also address how to use analytics to determine consumer preferences. You'll be able to identify the unique strengths of digital advertising and traditional advertising. You'll also learn how to choose advertising platforms and how to create a multi-platform advertising campaign. When developing your advertising strategy, it's important to consider the needs and wants of your consumers. Understanding these consumer preferences will help you attract loyal customers. Once advertisers and marketers identify their target audience's demographic characteristics, like age, geographic location, and gender, along with psychographic characteristics, like attitudes, values, and interests, they can create buyer personas. Buyer personas are in-depth analyses of the advertiser's ideal customer. These personas are often developed to determine customer needs. In addition to demographics and psychographics, a typical buyer persona might include challenges your ideal consumers face and where they commonly spend time online and offline. While the buyers described in these personas are fictional, they're meant to be a representation of the types of consumers that will likely need your products or services. Creating these profiles can help you more fully understand your ideal customers and enable you to effectively customize your advertising content. You may be wondering how to go about developing a buyer persona to identify your customer's needs. Analytics, which is an analysis of data, play an important role in this process. This kind of data can be gathered from your current buyers by issuing consumer surveys. You could also use the data and analytics from your online presence to determine the features of your ideal customer. When trying to identify your customer's needs, it can also be helpful to understand the buyer's journey, which refers to the journey consumers take when deciding to purchase your product. A recent article from HubSpot lists the following stages of the buyer's journey: awareness, consideration, and decision. As you develop your buyer persona and identify your ideal customer, it's important to consider where they are in the journey. A customer in the awareness stage might not respond well to advertisements that encourage purchasing. A person in the consideration stage is weighing their options on how to solve a problem. A customer in the decision stage won't need to be made aware of your products or services. When you understand this journey, you can identify which strategies the consumer needs based on the stage they're in.