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Module 3 Audiences: Reading Material

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Welcome

Please turn off your ad blocker in order to continue. To thank you for doing so, we’re happy to present you with an ad-light experience. Hi again. 6 Steps to Building User Personas and Why You Should Care. Steve Jobs's Top 10 Rules for Success. Seth Godin Marketing - Seth Godin's Top 10 Rules For Success. The new consumer decision journey. The flare-up around advertising blockers on mobile devices is just the latest salvo in the digital-technology “arms race” that has made today’s consumer a formidable force.

The new consumer decision journey

From social media to mobile devices, technologies have given consumers unprecedented power to compare prices, complain loudly, and find the best deals. This tipping of the balance of power in favor of consumers has been evident for years. In 2009, we declared that the traditional “funnel” model—in which consumers began with a set number of brands in mind and whittled them down until they decided what to buy—had been usurped by what we called “the consumer decision journey.” This journey involved shoppers taking advantage of technology to evaluate products and services more actively, adding and removing choices over time. And it included a feedback loop, where customers kept evaluating products and services after purchase, pressuring products to perform and brands to deliver a superior experience on an ongoing basis. Digital Tribes - Creating Behaviour Change in Users - The UX Review. Everyone is a customer for something.

Digital Tribes - Creating Behaviour Change in Users - The UX Review

As UX designers we should be aiming to influence customer behaviour in order to persuade them to take action for the benefit of the brands we work for. One way we can do this is by tapping into the theory of digital tribes and the group behaviour they inevitably create. We are all part of a tribe of some sort, whether that be around an interest, a hobby or an organisation. Looking at customer behaviour through this lens can help increase our understanding of the customer journey and more importantly, influence it. The problem with influencing group behaviour. Seth Godin - Create Your Tribe, Inspire Those Around You, and Share Your Art. What is Inbound Marketing? A Comprehensive, Downloadable Training Pre… What is Inbound Marketing? Seth Godin: How to get your ideas to spread. SA Consumer Tribes. What is Inbound Marketing? The proven methodology for the digital age Since 2006, inbound marketing has been the most effective marketing method for doing business online.

What is Inbound Marketing?

Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

How to interpret the graphic Along the top are the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, customers, and promoters. Permission Marketing. Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

Permission Marketing

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted. My 5 best career lessons for aspiring digital marketing professionals. I’ve been in the digital marketing space for nearly 8 years now, 7 of those within the online gambling (igaming) industry with brand such as Expekt.com and later the Betclic Everest group of brands.

My 5 best career lessons for aspiring digital marketing professionals

Whilst there’s a lot of great career advices out there from very smart people, I’ve often found it hard to identify myself with those people typically writing such career advice posts. They either tend to be HR people themselves or some kind of career coaches. These 5 career advices are such I’ve picked up along the way. Part of writing them down is to share them with you, part is for myself, in the writing process, to reflect over them and not repeat the same mistakes again. 11 Big Myths About Social Media and Content Marketing. LEGO An Elvish Valentine. LEGO The Cranky Cavetroll. The role of sharing: advertising in the age of social media. Savvy brands are embracing the power of the share button to support their advertising campaigns.

The role of sharing: advertising in the age of social media

Photograph: Shutterstock During a commercial break amid the annual Macy's fourth of July celebration on NBC, two commercials aired within minutes of one another that underscored a new era of advertising. The first was an ad for Macy's itself, a compilation of real user-submitted footage taken by Macy's shoppers and fans throughout the US. The American Icons crowdsourcing effort has paid big dividends. Social Media Marketing Growth and Strategy. The world's greatest social media marketer has objectives and strategies. They're documented—on a spreadsheet—or on some social platform where her peers can collaborate. She understands the whole analytics and metrics thing that matters to the bean counters. Online Reputation and Influence - How to Create, Grow and Maintain ... Seth Godin: Thinking Backwards.