In order to guarantee the success of a product, service or initiative, it is necessary to conduct a reference target analysis to outline a user: the ideal client. Before beginning to develop a marketing or communications strategy, it is important to understand who is truly interested in a given product and what will push them to purchase or use it, along with their opinion of the brand and level of satisfaction.
Knowing one’s clients is fundamental to the development of an efficient and coherent action plan that will fulfil user expectations by creating ad hoc content designed for the identified target group without wasting money and time in unremunerative investments.
Target Analysis at Cultur-e
Our digital strategies are always based on a complete and rigorous target analysis to identify the public or market segments that are potentially interested in a brand, product or service and define typical users – personas – and develop their customer journey map. To achieve this objective, we conduct market research to produce data-driven marketing strategies. The objective is to provide an answer to the needs and expectations of an identified target group.
The first step in a target analysis is to identify potential clients who are truly interested in our clients’ brand, product or service and organise them into homogeneous groups. For each group, we define characteristics, points in common, benefits from purchase, and how they can find an answer to their needs or identify with the provided brand, product or service.
After having segmented the target groups, the next strategic step is to define typical users or personas by sex, age, profession, habits and personal interests. If the objective is to drive purchases, we will define buyer personas, while if we are interested in promoting a brand or service and creating consensus and trust, we will define customer personas.
The more information is collected during this crucial analysis phase, the easier it will be to define a consumer persona and create ad hoc content to ensure customer loyalty.
Conceiving a Customer Journey
A target analysis ends with the definition of a digital customer journey map. This is the journey that clients undertake to identify a company, product or service. It is paramount to understand the actions, choices and emotions that drive users to satisfy a need: from reading a post, clicking on a link and exploring a website to compiling a form and purchasing a product.
A customer journey is based on hypothetical typical situations in which a user (on or off-line) identifies a brand, product or service, is engaged through various touchpoints by attractive content (videos, posts, advertising banners, etc.) and addressed towards focused content in an ideal journey that culminates in user conversion. We define marketing strategies (including inbound marketing actions) to achieve conversion objectives for each identified segment or typical customer.
Once the target analysis is completed, along with other internal and external data-driven analyses, our project managers begin to develop an efficient, integrated and multichannel strategy by defining the language, messages, channels and actions best-suited to achieve the established objectives based on target group needs and expectations.