Dr Aleksej Heinze, Senior Lecturer, Salford Business School, University of Salford

Developing a Digital Marketing Strategy

– using Buyer Persona Spring

#DIGIOFE

#Passion4Digital

Centre for Digital Business

This project has been funded with support from the European Commission.

This publication [communication] reflects the views only of the author, and

the Commission cannot be held responsible for any use which may be

made of the information contained therein.

What should be the

content of our

Digital Marketing

Strategy?

About to stick your head in the sand?

(CC) By Spartacus007

Quiz time – YouTube subscriber numbers

of…

BBC - 3,246,555 Zoe Sugg – Zoella - 10,760,428

Justin Bieber - 22,602,049Wigan Council - 622

Tanya Burr - 3,501,749 Amazon - 89,410

GETTING YOUR DUCKS IN A ROW

Digital marketing strategy – long term priorities (over 3 to 5

years) for engagement of an organisation using relevant channels,

content and data with the specific buyer persona

Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media

Marketing: A Results-Driven Approach, Routledge, London

Buyer Persona Spring

1. Your strategic business objectives

• Marketing

• Sales

• Operations

• Support

2. Your buyer persona – the target

audience personified through a profile

Source: https://xtensio.com/user-persona/

Source: https://xtensio.com/user-persona/

Source: https://xtensio.com/user-persona/

3. Content

https://www.youtube.com/watch?v=g40rrWBx2ok

Source: Screenshot: Channels play different roles in the customer journey

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

4. Channels

5. Data

Image Source http://www.enricdurany.com/work/how-to-deal-with-hippos-highest-paid-person-opinion-ab-testing-to-the-rescue/

Data driven strategy refinement

Data driven strategy refinement

Don’t go over one A4 page for your strategy document

Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media

Marketing: A Results-Driven Approach, Routledge, London

Buyer Persona Spring

Five subject areas of digital marketing strategy

Your strategic business objectives

Buyer persona

Content

Channels

Data

Dr Aleksej Heinze how to get in touch?

Twitter - @AleksejHeinze

LinkedIn - www.linkedin.com/in/aleksejheinze

Masters in Digital Marketing -http://mastersindigitalmarketing.org

Telephone - 0161 29 55024

Email - [email protected]