Week 7 - New Rules of Marketing & PR

-

Buyer Personas and Planning

In the book The New Rules of Marketing & PR buyer personas are addressed. On page 162 it states "successful online marketing and PR efforts work because they start by identifying one or more buyer personas to target, so you need to make buyer personas a part of your planning process." Buyer personas are crucial to being able to understand your buyers and customers. Understanding them through research and profiling can then lead to great success and profit. The book has a great template for how to plan to reach the personas a company has profiled.


The template is a great asset to a company to help them market to their buyers, but not just any buyers, buyers that you understand and know. Thus, leading those buyers to take action and helping your company reach its goals in the meantime. Generic online marketing is no longer fruitful, but a targeted strategy yields an abundance of benefits. It is also important to note that usually it is not just one persona for a company. Different buyers are seeking out a company or product for different reasons so more than one buyer persona will be vital.

Comments

Post a Comment

Popular posts from this blog

Week 7 - AI's Impact on Business Behavior

-
Image
AI and B2B Seeing the letters AI and B2B put together looks like a complicated acronym, but it's quite simple in its definition. AI , or artificial intelligence, as an industry is growing at a rapid pace and is predicted to be in almost every software product by 2020. B2B , or business to business, refers to business behavior which is the way one business makes a transaction with another business. Therefore with AI rapidly growing, business behavior is bound to be impacted. Even though the definition is simple, the impact that artificial intelligence is having on Business Behavior is quite involved. An article written by Nathan Sykes on February 20, 2018 titled " 4 Ways Artificial Intelligence Will Impact the B2B Industry " states that the impact AI is likely to have on B2B will be all-encompassing. The article breaks down the four impacts as: better handling of data, enhanced customer interaction, sales channel growth and personalization, and search and tracking v
Read more

Week 8 - Product Planning

-
Image
Product Development Stages and Marketing According to the YouTube video Product Development Stages  there are eight stages in product development. Idea generation, idea screening, concept development, market strategy, feasibility analysis/study, product design, test marketing and market entry.  The main area for marketing is during that market strategy phase where you must determine the target market, or who specifically you are trying to sell to.  Also during the test marketing phase, part of that target market is usually used to test acceptance of the product and if it should go out to the rest of the market. Ultimately when developing a product, marketing is trying to gauge the target audience and market to them effectively so that when the product enters its life cycle in phase eight, it will continue to have a long and profitable life.
Read more