Digital Marketing Strategy Assignment: Personas and Marketing Tactics

This assignment focuses on developing a digital marketing strategy, emphasizing the importance of understanding target audiences through the creation of detailed personas. It provides a framework for defining persona characteristics, including background, demographics, goals, challenges, and influences. The assignment also covers the alignment of digital marketing channels and tactics to achieve specific objectives, including reach, engagement, and conversion. It includes a table for planning channel/tactic approaches and metrics. The assignment uses a recruitment company as a business context to illustrate how content marketing, specifically blogs, reports, videos, and online advertisements, can be utilized to increase brand awareness and generate leads. The assignment highlights the significance of content distribution across various platforms, such as websites, social media, and paid advertising to amplify reach and drive traffic. The assignment provides examples of content that could be used for content marketing, such as writing a CV for a job, job interview tips, and overcoming job hunting barriers. This assignment is designed to help students to understand how to create a comprehensive digital marketing strategy that effectively targets specific audiences and delivers measurable results.

Digital marketing strategy (personas and marketing tactics)
Personas are representations of the generalized and fictional characteristics of your customers.
Before deciding what content to create and what channels to us, it is critical to understand your
target audience by creating one or more personas based on research. By understanding your
personas, their motivations, challenges and behaviours, you can create an effective digital marketing
strategy that is relevant to them. The below is an example, review the reading list provided to find
other persona templates and create your own.
Background  Job/role, education, marital status, experience etc
Demographics  Gender, age, location, income
Goals & Motives
(Needs)
 What do they want to achieve, what are their goals (related to
your industry)?
 Understanding these can help you to adapt your marketing mix
to help them achieve their goals
Challenges
 What are the top challenges or difficulties that they face
 Understanding these can help you to adapt your marketing mix
to help them overcome their challenges.
Value
Proposition
 Of your products/services, which one(s) can help this audience
and how can it help them?
Digital
Marketing
Channels
 What are the main channels they use to perform research, get
information, interact with peers and buy products/services?
 For example: use the internet, search engines and blogs to get
information. Using social media to stay in touch with friends.
Prefers to buys certain items in stores but mostly buys products
online due to convenience
Influences
 What sources of information influence this personas decision
making process
 These could be family, friends, peers, popular websites, social
media profiles, influencers, journalists, industry reports,
conferences, etc.

Messaging  What messaging, words and phrases and will be used in
communications to appeal to this persona?
Alternatives
 Are they using products/services from competitors? which
competitors? why did they choose this competitor? what would
it take to get them to switch to your organization?
Objections  Why would they not buy your product/service?
Quotes  Provide real quotes from the persona or fictitious quotes that
they would be likely to say
Alignment
With many channels and tactics at your disposal, it is important to ensure to choose the right ones to
achieve your objectives. Once the right channels and tactics are chosen, it is important to use them
correctly to achieve the objectives and also to set correct metrics to measure if you are making real
progress. The below table can be used to help you plan the channels/tactics to use, the approach to
take and the metrics to monitor. This exercise is important for alignment of channels/tactics to the
stated objectives and are the foundations of an effective digital marketing strategy.
Channel/Tactic Approach to take Metrics
Reach
Act
Conver
t
Engage
Digital marketing tactics and channels
Below is a basic example of how a given channel/tactic could be used as part of a larger digital
marketing strategy. In your assignment submission, you will provide more information.
 Business context

o A small recruitment company wants to increase its brand awareness and lead
pipeline
 What channel/tactic to use
o Content marketing will be used
o Blogs, reports and videos will be created
o The content will be distributed on the recruiter’s website, social media accounts
o Google Ads and Facebook Ads Manger will be used to create online advertisements
to amplify the content
 Reason for choosing this channel/tactic
o Content marketing will drive traffic, improve SEO, build brand presence/credibility
and direct readers to contact the organisation for a consultation
o The above content will be available on the recruiter’s website, posted to their
various social media accounts, low budget Facebook & Ads campaigns will be run to
amplify reach
 How the channel/tactic will be used
o Several blogs will be released via the website, these will cover a range of career
related topics such as creating the perfect resume/cv, job hunting, interview skills,
etc.
o Hiring managers will be interviewed and several full reports which will be produced.
These will be made available via landing pages that require audiences to provide
their contact details and add them to a lead pipeline
o Several short form videos will be produced for YouTube, Facebook and LinkedIn,
these will be based on the blogs and reports
 Examples of how this channel/tactic could be used
o How to Write a Curriculum Vitae (CV) for a Job
o 12 Surprising Job Interview Tips
o How I overcame the Millennial Job Hunting Barriers