Digital marketers risk wasting time and budget developing digital

  Without an in-depth understanding of their target audience and behaviours, digital marketers risk wasting time and budget developing digital content, messages, and experiences that aren’t suited to the target audience, and not reaching them in the right channels and platforms. The process of persona development and digital journey mapping involves narrowing down a target audience to specific 'types of people' with defining characteristics, and then mapping their digital customer journeys. Understanding personas and their journeys allows digital marketers to improve the customer experience across key touchpoints, reduce pain points, and communicate in a more effective and engaging way. This assignment is designed to help you develop your skills in understanding a target audience through developing audience personas and mapping their digital customer journeys.   What you need to do: 1. Watch the client briefing, instruction video and review materials. Before you start the assignment, please ensure you review all of the materials provided. Watch the client briefing video, review the materials they have provided, and watch the instruction video. 2. Gather data and analyse the target audience The next step is to collect and analyse the data that is available to you about the client's target audience. You should use all of the information that is available to you, including the information provided by the client, as well as a range of other sources that you can find online. This can include marketing intelligence reports (IBISWorld (Links to an external site.), or MarketLine (Links to an external site.)), analysis of their social media pages to observe and profile the types of people that follow the business, use of analytics packages like SocialBlade (Links to an external site.) to generate reports about a business' target audience on various social channels (free trials available), publicly available market research studies such as Helix Personas (Links to an external site.) or similar, or reviews posted by by customers and journalists. Hint 1: Focus on obtaining and analysing data and metrics that will allow you to group similar people into buckets i.e. demographics, psychographics, affinities, needs, desires, goals, frustrations, and anything else you think is relevant.