People-centered marketing strategies: Connect with your audience

People-Centered Marketing Strategies: Creating Authentic Connections with Your Audience

“You've reached the final chapter of this course. I want to thank you for joining me throughout each lesson. I hope that all the methodologies, tools, examples, case studies, and overall knowledge shared will allow you to build powerful brands and truly genuine connections with your customers. Remember that for this course project, you can select any brand you prefer. Therefore, although we analyzed different cases throughout the course so you could understand how to apply each exercise with real-world examples, you'll notice that the templates are blank so you can work with a company you love and that allows you to enjoy developing each activity. Now, let's get started! Here's an example of how I'd like to see your project process: The brand Select a brand of your choice to develop the final project. The templates Download the templates to prepare each deliverable, which are numbered in the same order in which you must develop them and you can find them in the attached material. The octopus of competitors Develop a competitor octopus map, selecting the brands you consider direct, indirect, and substitute competitors, and prioritizing them by color according to their importance. Select the most important company in each of the three categories and use them for analysis in the following stages of the project. Brand Journey Design the Brand Journey of the brand, including not only your brand's strategies, but also those of the 3 competitors you selected in the previous step (the most important of the direct, indirect and substitute competitors). Brand & Customer Match Deploy the Brand & Customer Match. To do this, you will need to develop your audience's Customer Journey, overlay it on the Brand Journey, and identify the Touchpoints the customer uses to search for a brand like yours, and identify the relevant golden strategies at each stage of the funnel to increase effectiveness. The insights Identify 5 insights about your audience. Remember, insights are the unconscious, shared behaviors of your target audience that will allow us to create messages that resonate with people. Common Ground Marketing Diagram Develop the Common Ground Marketing Diagram and you'll come up with a strategic idea. This is the most important step of all and is represented by a Venn Diagram where we find the shared values between the brand and its audiences, and especially the value that no competitor has captured. We'll call this value Brand Essence, and it will become the positioning we want to associate with our brand and the image we want to instill in people's minds through our strategy. The objective Formulate a relevant objective for both the brand and the audience, which will become the goal you want to achieve with your Human Centric Marketing strategy. The indicator Build a performance indicator to measure the effectiveness of your strategy.

Once you have gone through each of these phases, you will not only have designed an end-to-end Human Centric Marketing micro-strategy, but you will have also learned a practical methodology to replicate it with any brand. Don't forget to share your entire process and the final result so I can give you feedback as soon as possible. While you wait, I encourage you to exchange feedback, ideas, advice, and more with the rest of your classmates, always in a polite and respectful manner. Let's take this opportunity to build community, learn, and grow together! I'll be eagerly awaiting your project. See you soon!”

Partial transcription of the video

“You have reached the final chapter of this course with Domestika. Before reviewing the stages that make up the final project of the course. i want to thank you for accompanying me throughout each of the lessons. I hope all the methodologies. tools. examples. cases. and in general. the knowledge transferred enables you to construct strong brands and form relationships with your customers. To conclude. i wish to offer you two crucial pieces of advice that will prove extremely beneficial as you work on the concluding assignment for this course. Firstly. Remember that in the additional resource...”

This transcript is automatically generated, so it may contain mistakes.

Course summary for: People-centered marketing strategies: Connect with your audience

• Level: Beginner
• 35 students
• 4 units
• 14 lessons (3h 15m)
• 6 downloads

• Category

  Marketing & Business

• Areas

  Brand Strategy, Communication, Content Marketing, Marketing