3040MKT - Digital and Social Media Marketing

Assignment Task

Overview
Personas help marketers understand the target customer and his/her journey going through the decision- making process and product/service consumption. It is one of the most important steps to start working on before developing a digital marketing plan that aims to engage with the target customers with relevant content and channels. This is an individual task. You will only need to create one persona and customer journey. You will prerecord your presentation in 
Assessment Details
In this assignment, you will help your client to identify their potential target market, as well as the target audience of the digital marketing. A persona is basically a profile of the potential target market. You will also identify the persona's journey in finding, deciding, and enjoying the client's product(s) and services. In order to create a persona and their journey map, you may want to use following steps as a guidance.

1. Identify the business context

Think about the clients business and the meso environment of the business. What do they offer to the customers? Currently, how do they deliver their product(s) and/or services to the customers?
2. Identify the viable customers characteristics

Now, you have the 'picture' of your client's business in your mind. Let's think about who are going to be interested, or potentially interested in their product/service offering? What kind of people are they? You can describe their characteristics using the following segmentation approaches:

a. Demographics: Their age, gender, occupation, education level, cultural background/ethnicity, etc.

b. Geographics: Where do they live? You can describe the country/state/ suburb, housing area type, climate, etc.

c. Psychographics: Their interest and values, hobbies, passion, perceived challenges, etc.

d. Behavioural: Their behaviour, especially digital behaviour, e.g. When do they use social media? What for? What device/ software/ social media platform do they use? How do they use any social media, e-commerce platform, etc.?

You may identify potential target market at this point, and you may do some research and/ or use common sense to describe the characteristics.

3. Describe the persona as a person and build a profile of them

For this assignment, please select one target market from step 2. You can create one persona (a person) who represents the target market and focus on this persona. To build a profile of persona, you can describe more specific details on the characteristics (e.g., Name's of the persona, age, etc) which you have identified in step 2.

4. Use any template to build up the persona

Now you have a persona and their characteristics ready. You can use any template (or you can use a similar template to our 'Kristian Holme example in our Module 4: Building personas and digital journey mapping, or any other template that you find useful to display the persona's profile).

5. To build customer journey for the persona: Think about how the persona find, decide, and enjoy the product(s)/services
From your work in step 4, you can think on their shoes (use the persona's point-of-view) and think about your client's product(s)/services. How will a person like them do research and find the client's product(s)/ services? How do they decide to use/ consume/ purchase the client's product(s)/ services? What touchpoints do they use/ experience?

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