Understand, align, activate! Understand the customer experience: Understanding your customer will ensure that all communications and strategies for our Digital Campaigns align together. This ultimately leads to a successful digital roll-out. Customer Personalities (Personas) - Who are your Customers? Do these customers change from geographic locations? Do they change from each product and / or service? A specific customer may be the same customer who purchases one product, but may not be the same customer who buys another product produced by the same brand. Customer Journeys Mapping helps us understand how our customers and service consumers eventually make the decision to buy our products. Understanding our customers buying journeys, allows us to create campaign strategies that attract our potential and existing client base more effectively and efficiently. Would it be an effective measure to advertise your products on a Travel Portal or a retail site? Well, lets consider a solar powered torch – When considering this any type of product we must ask the first question: who are we targeting? Are we advertising to the outdoor / adventure archetypes would enjoy being able to have an Eco-friendly product that is convenient for trips are we advertising to the housewife, who continually needs to buy batteries for her guards’ torch? Once this is understood... using a simple cost vs benefit analysis will allow us to calculate our pay per buy rate which will lead us to choosing the best portal for our ROI. Checkpoints for Digital Campaigns? 1. Targeted advertising works. 2. Push vs Pull advertising must be used concurrently to ensure effective campaigns. 3. ROI is Key - measurability and metrics to ensure sales and product uptake. 4. Engage and Activate your customers. 5. All 3 Digital products must work hand-in-hand to ensure a 3 pronged digital media coverage. 6. Marketing Mix - Digital and Print must be used on all campaigns to ensure that we cover customers across all preferred mediums.