Developing an Audience Segment 4 Characterization of Potential Target Audience

Running head: DIGITAL AND SOCIAL MARKETING 1
DIGITAL AND SOCIAL MARKETING
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DIGITAL AND SOCIAL MARKETING 2
Table of Contents
Introduction.................................................................................................................................. 3
Part 1:.......................................................................................................................................... 4
Developing an Audience segment............................................................................................4
Identification of potential target audience..............................................................................4
Outlining of the customer journey.........................................................................................5
Outline of the targeted audiences.........................................................................................6
Description of the customer segment of the chosen product and audience..........................6
Assumption of a customer journey map................................................................................7
Part 2:.......................................................................................................................................... 9
Researching the further gaps in the development of customer journey....................................9
Utilization of audience segment and assumptive customer journey......................................9
Developing a customer survey to understand good dealings about your target audiences.10
Determination of the potential gaps....................................................................................14
Conclusion................................................................................................................................. 16
References................................................................................................................................ 17

DIGITAL AND SOCIAL MARKETING 3
Introduction
The digital and social media marketing refers to a specific form of marketing technique
that mainly uses social media websites, forums, and multiple blogs to promote the brand and
create a certain awareness regarding the services and products. Moreover, digital marketing
mainly implies to attract a specific audience base through various digital media platforms that
include the use of the internet and non-internet channels. The social media platforms help a
business organization to identify its potential audience. It helps the organization to expand its
business more quickly and efficiently. Moreover, it is observed that the role of social media and
digital marketing is one of the preferred and most suitable methods that can effectively generate
a significant promoting strategy for an organization. The following study will discuss the
consumer behaviors through initiating an exercise in consumer journey mapping. In the recent
scenario of digital space, the consumers are given additional priority over the brands.
Additionally, while using the multiple digital channels various organizations initiate research on
consumer engagements to implement a successful online business strategy. The following
study will also explain how the digital and social media marketing influences the promotional
activities that mainly help to identify consumer engagement policies. Furthermore, the study will
explain the development process of two types of journeys of the customers regarding the
following topic of market research and consumer understanding. The assessment is divided into
two parts; the first part will discuss the development of the targeted audience base while the
second part will identify the potential gaps in the development process of the customer journey.

DIGITAL AND SOCIAL MARKETING 4
Part 1:
Developing an Audience segment
This particular segment of the assessment will discuss the process of developing a
consumer segment while considering the marketing process of Smartphones and tablets. This
particular segment will discuss the potential targeted audiences of these products and will
outline the customer journey and targeted audience base. In addition, demographic segment is
highly appreciated in the event of marketing process of Smartphone and tablets. However,
technographic segmentation is also taking place in the marketing process of Smartphone due
preferred technologies, hardware and software requirements of the customers. .
On the other hand, Personas based audience segment can be used to collect richer data
along with hands-on experience including software installation. Throughout the customer
journey, personas audience segment can make sense of the customer data for delivering inter-
personal experience. Basically, three divisions are involved with personas audience segment,
for example, identify resolution, trait and audience building and activation.
Identification of potential target audience
The current industry of social media and digital marketing has seen a significant change
in the past 14 to 15 years. Moreover, the noticeable rise of digital marketing has shifted the
interests of the audiences from traditional marketing forms to social media marketing forms. The
potential targeted audiences of smartphones and accessories are mainly the younger
generation, who curiously follows all the latest technology trends. It is observed that, in
Australia, the lifestyle of these generation people are mostly driven by the significant
consumption of digital media and several technological developments (Anderl et al., 2016).
Furthermore, in the recent scenario high tech specifications of smartphones other smart
accessories, such as, I-pads, computers, tablets includes high-quality displays, scanners and