Developing an Advertising Mix with Traditional and Digital Advertising

Name: Developing an Advertising Mix with Traditional and Digital Advertising
Author: Allen Stafford

Mixing platforms for a successful ad program

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Course: On-Demand

(upbeat music) In the following lessons, you'll learn how to identify your customer's needs by creating buyer personas and understanding the buyer's journey. We'll also address how to use analytics to determine consumer preferences. You'll be able to identify the unique strengths of digital advertising and traditional advertising. You'll also learn how to choose advertising platforms and how to create a multi-platform advertising campaign. When developing your advertising strategy, it's important to consider the needs and wants of your consumers. Understanding these consumer preferences will help you attract loyal customers. Once advertisers and marketers identify their target audience's demographic characteristics, like age, geographic location, and gender, along with psychographic characteristics, like attitudes, values, and interests, they can create buyer personas. Buyer personas are in-depth analyses of the advertiser's ideal customer. These personas are often developed to determine customer needs. In addition to demographics and psychographics, a typical buyer persona might include challenges your ideal consumers face and where they commonly spend time online and offline. While the buyers described in these personas are fictional, they're meant to be a representation of the types of consumers that will likely need your products or services. Creating these profiles can help you more fully understand your ideal customers and enable you to effectively customize your advertising content. You may be wondering how to go about developing a buyer persona to identify your customer's needs. Analytics, which is an analysis of data, play an important role in this process. This kind of data can be gathered from your current buyers by issuing consumer surveys. You could also use the data and analytics from your online presence to determine the features of your ideal customer. When trying to identify your customer's needs, it can also be helpful to understand the buyer's journey, which refers to the journey consumers take when deciding to purchase your product. A recent article from HubSpot lists the following stages of the buyer's journey: awareness, consideration, and decision. As you develop your buyer persona and identify your ideal customer, it's important to consider where they are in the journey. A customer in the awareness stage might not respond well to advertisements that encourage purchasing. A person in the consideration stage is weighing their options on how to solve a problem. A customer in the decision stage won't need to be made aware of your products or services. When you understand this journey, you can identify which strategies the consumer needs based on the stage they're in.

Beginner Provider : Allen Stafford 7 Lessons · 21m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Understanding the needs and wants of your customers is important when trying to develop an effective advertising strategy for your organization’s unique needs. Through the strategic development process, it can be beneficial to understand buyer personas, the buyer’s journey, and the uses of qualitative and quantitative analytics. These concepts can help you better understand your customer base. Once you’ve successfully identified your customers’ preferences, it’s also important to select the appropriate advertising platforms. Traditional and digital advertising have unique strengths and weaknesses. Understanding these features can help you make more informed decisions about the platforms you select for your organization’s advertising campaigns.

In this course, Developing an Advertising Mix with Traditional and Digital Advertising, you’ll learn how to effectively use analytics to identify customer needs and preferences. You’ll explore the different benefits of traditional and digital advertising. We’ll show you how to choose advertising platforms for your organization, and you’ll discover how you can effectively mix platforms in your campaign.

What You'll Learn

Identify customer needs to inform your advertising strategy
Use qualitative and quantitative analytics to find customer preferences
Explore the strengths of traditional advertising
Explore the strengths of digital advertising
Choose appropriate advertising platforms for your organization
Mix platforms effectively in advertising campaigns through cross-platform marketing

Key Takeaways

Understanding customer needs and wants supports developing an effective advertising strategy for an organization's unique needs.
Buyer personas, the buyer's journey, and qualitative and quantitative analytics help you better understand your customer base.
Traditional and digital advertising each have unique strengths and weaknesses to weigh when selecting platforms.
Identifying customer preferences and understanding platform features lead to more informed advertising platform decisions.
Cross-platform marketing lets you effectively mix advertising platforms within a campaign.

Frequently Asked Questions

What will I learn in this course?

You'll learn how to use analytics to identify customer needs and preferences, explore the benefits of traditional and digital advertising, choose advertising platforms for your organization, and effectively mix platforms in your campaign.

Does this course cover both traditional and digital advertising?

Yes. It covers the strengths of traditional advertising and the strengths of digital advertising, and shows how to mix platforms in advertising campaigns.

What topics are included in the lessons?

Lessons include Identifying Customer Needs, Finding Customer Preferences Through Analytics, Choosing an Advertising Platform, Traditional Advertising's Strengths, Digital Advertising's Strengths, Mixing Platforms in Advertising Campaigns, and a Test Your Knowledge section.

What skills does this course help build?

The course supports skills in Advertising Management, Advertising Strategy, Digital Advertising, Marketing Analytics, Marketing Mix, and Marketing Mix Modeling.

How does analytics fit into this course?

The course shows how to use qualitative and quantitative analytics to identify customer needs and preferences and better understand your customer base.