Digital Marketing Project Discussion

Digital Marketing Project Discussion
Project 1: Get Ready to Market
Step 1: Getting Started
Option 1: Imagine that Udacity has tasked you with creating a campaign for either the DMND Program or Enterprise. To get started you will first need to decide which product you will be marketing. Friendly reminder: Students must use the same product throughout the program.
Option 2: Define your company’s marketing and sales goals this year. Where are you currently in pursuing those goals? You will create a campaign in order to get closer to your marketing goals. Friendly reminder: Students must use the same product throughout the program.
Next, you will need to articulate the marketing objective and KPI for your pretend campaign. Since you will not be creating an actual campaign you can make your marketing objective as lofty as you like, just remember to make your objective is SMART.
SMART objectives are: Specific, Measurable, Achievable, Realistic, and Timebound.
You will be providing your answers in the template for this project to help you get comfortable using slides for presentations. It is a great opportunity for you to get familiar with this now, as you will be using this tool further on in the course.
Step 2: Value Proposition
Now that you’ve chosen a marketing challenge, you need to articulate the value proposition for the product you’ve chosen. This will help to ensure that you and your pretend client, Udacity, are aligned on potential customers, product/service value, along with the competitive landscape and differentiator. For this section, you will be using Geoffrey Moore’s template as a guide to create your value proposition.
Step 3: Customer Persona
Throughout the course you will be using the customer persona you are creating now to keep you focused on who your customer is while you are writing content, building campaigns, and auditing sites.
Create an Empathy Map To create your customer persona you will first need to interview potential customers and create an empathy map. As you’ve learned in this course, an empathy map is used to understand and summarize customer research. Most empathy maps have four quadrants broken into Thinking, Seeing, Doing, and Feeling.
Interview Potential Customers You will be interviewing a minimum of three potential customers to collect information for your empathy map. After you interview your potential customers, you’ll prepare all of the information you gathered onto sticky notes and place them in one of the four quadrants: Thinking, Seeing, Doing, and Feeling.
List of potential questions
As much as possible, list the actual words and phrases your customers say, the applications they use, and the websites they visit.
Once you have your empathy maps, you’re ready to create a persona.
Construct Customer Persona
The customer persona is a fictional character that summarizes and communicates the key characteristics of your target customer. When creating the persona, you will use the information from the empathy maps to inform what characteristics your fictional person will have.
To describe your persona, you will use the template provided in the deck. First describe the background and demographics, then the hobbies, then the needs and barriers they face, and finally, lay out the goals of your persona. It is a good idea to give your persona a descriptive name and add a picture of what he or she may look like.

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