AUDIENCE (Who?) IPF Digital Marketing Workshop December 7, 2013
Audience - Independent Production Fund - Digital Marketing Workshop - Dec 2013
May 10, 2015
This presentation breaks down the importance of knowing your digital audience, especially in regards to breaking down the individual niches that you should be targeting. Includes some suggested tools and an applied exercise.
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AUDIENCE (Who?)IPF Digital Marketing Workshop
December 7, 2013
WHO is the digital audience?
INSATIABLE
(want what they want ANY time,
EVERY where & on ALL devices)http://www.veria.ca/transmedia/interlude-brent-friedman
WHO is the digital audience?
SOCIAL
(want peer connection & validation)http://www.veria.ca/transmedia/interlude-brent-friedman
WHO is the digital audience?
HYPERCONNECTED
(SoLoMo – Social Local Mobile)
http://www.veria.ca/transmedia/interlude-brent-friedman
WHO is the digital audience?
MULTI-TASKING
http://www.veria.ca/transmedia/interlude-brent-friedman
WHO is the digital audience?
EMPOWERED
(by choice & control)http://www.veria.ca/transmedia/interlude-brent-friedman
WHO is the digital audience?
MONETIZABLE
(custom content, frictionless experience)
http://www.veria.ca/transmedia/interlude-brent-friedman
WHO is the digital audience?
FRAGMENTED
(by platform & by niche/segment)http://www.veria.ca/transmedia/interlude-brent-friedman
Audience FRAGMENTATION
MASS media, market, audience
Audience FRAGMENTATION
MASS media, market, audience
• Blockbuster movies
• TV soaps & sitcoms
• Big stars
• Big budgets
• Big publicity & mass marketing machine
Audience FRAGMENTATION
NICHE media, market, audience
Audience FRAGMENTATION
NICHE media, market, audience
• Specialty channel TV shows
• Indie films
• Web series
• No stars
• Low/no budget
• No big publicity machine
Audience SEGMENTATION
Identifying YOUR Niche(s)
1. Current (best) fans/customers (qualitative & quantitative)
2. Competitors
3. External market research (social media, keyword research & industry research sites & tools)
Audience SEGMENTATION
Identifying YOUR Niche(s)
http://www.statcan.gc.ca/
Audience SEGMENTATION
Identifying YOUR Niche(s)
http://www.pewinternet.org/Topics.aspx
Audience SEGMENTATION
Identifying YOUR Niche(s)
https://www.facebook.com/advertising/
Audience SEGMENTATION
Identifying YOUR Niche(s)
https://adwords.google.com/ko/KeywordPlanner/Home
Example of Audience Segmentation
Project: ‘The Lizzie Bennett Diaries’
(a modern vlog retelling of Pride & Prejudice)
Book lovers
Romantic fiction
Period romantic fiction
Jane Austen fans
Pride & Prejudice fans
WHO? Exercise
Segment 3 NICHE audiences for your project.
• Brainstorm topics/interests/genres
• Be specific
• Slice smaller & deeper as much as possible
Examples of Audience Segments• People who love magic (witches, wizards, fairies, ruby slippers)
• People who love mutants (flying monkeys)
• People who love green (Emerald City)
• Shoe lovers & fetishists (ruby slippers)
• Storm chasers (tornado)
• Dog owners (Toto)
Audience Research Tools• http
://royal.pingdom.com/2013/03/01/blog-readership-demographics-2013/
• http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
• http://www.statcan.gc.ca/start-debut-eng.html
• http://www.pewinternet.org/Topics.aspx
• https://www.facebook.com/advertising/
• https://adwords.google.com/ko/KeywordPlanner/Home
You can find me at:
Annelise Larson
@veriatweet
www.veria.ca
Find this presentation at:
http://www.slideshare.net/annelisedlarson/ipf-digital-marketing-audience-dec-2013
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