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SESSION 2

Strategic Foundations & Consumer Psychology

Digital Marketing Mastery: 30-Hour Intensive Program

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SESSION 2

STRATEGIC FOUNDATIONS & CONSUMER PSYCHOLOGY

Think Like Your Customer

Digital Marketing Mastery: 30-Hour Intensive Program

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What We'll Master Today

90 Minutes of Core Learning:

30 Minutes of Hands-On Practice:

🎮Persona Detective Activity - Build a complete customer persona

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💸
Half the money I spend on advertising is wasted; the trouble is I don't know which half. — John Wanamaker, Marketing Pioneer (1838-1922)

This quote has haunted marketers for over a century.

But here's the secret...

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How Customers Actually Buy

1. Problem Recognition
→
2. Information Search
→
3. Evaluation
→
4. Purchase Decision
→
5. Purchase
→
6. Post-Purchase

Why This Matters:

Each stage needs DIFFERENT marketing messages

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Stage 1: Problem Recognition

"Wait... I have a problem!"

What Happens:

Customer realizes they have a need (often triggered by external stimulus)

Example:

Your Marketing Job at This Stage:

Create awareness that a problem exists

Content Types That Work:

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Stage 2: Information Search

"Let me research this..."

What Happens:

Customer becomes a detective - Googling, watching reviews, asking friends

Two Types of Search:

Internal Search:

Recalling past experiences

"Last time I bought Samsung, it lasted 4 years"

External Search:

Active research online and offline

  • Google searches
  • YouTube reviews
  • Reddit threads
  • Friend recommendations

Real Example - Google Searches:

Your Marketing Job at This Stage:

Be helpful, not salesy. Provide genuine value.

Content Types That Work:

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Stage 3: Evaluation of Alternatives

"It's down to you vs. 2 others"

What Happens:

Customer has a shortlist. They're comparing features, prices, and reviews.

Decision Criteria Varies by Product:

Low Involvement Purchase

(toothpaste, groceries)

Price and convenience dominate

High Involvement Purchase

(laptop, car)

Features, reputation, warranty, and social proof matter

Social Proof Becomes Critical:

  • 4.5-star product beats 3.8-star even if inferior
  • Testimonials carry massive weight
  • Case studies influence B2B decisions

Real Example - Electrolux Campaign:

Customers evaluated multiple appliance brands. Electrolux created:

Result: 170 qualified leads

Content Types That Work:

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Stage 4: Purchase Decision

"I've decided... but..."

What Happens:

Customer has chosen you, but final barriers emerge

Why 70% of E-commerce Carts Are Abandoned:

  • Unexpected shipping costs
  • Complicated checkout process
  • Security concerns about payment
  • Need to "think it over"
  • Need approval from spouse/boss

Case Study - Common Objections:

Product Type Last-Minute Objection
Expensive gadget "Let me wait for sale"
Software subscription "Need to check budget with boss"
Course/education "Not sure I'll have time"
Luxury item "Is this really worth it?"

Your Marketing Job at This Stage:

Remove friction and create urgency

Tactics That Work:

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Stage 5: Purchase

"Money changes hands"

What Happens:

The actual transaction occurs

❌Most Marketers Stop Here

"We got the sale! Done!"

✅Great Marketers Know

The purchase experience shapes future behavior

The Confirmation Email Matters:

❌Terrible Example:

"Order #48291048 confirmed"

(Impersonal, no details, no reassurance)

✅Great Example:

"Sarah, your order is confirmed! 🎉"

Here's what happens next:

  • We're packing your order now
  • Ships today by 6 PM
  • Track your order: [link]
  • Questions? Reply to this email

Why This Matters:

  • Reduces buyer's remorse
  • Prevents "where's my order?" support tickets
  • Sets expectations clearly
  • Makes customer feel valued
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Stage 6: Post-Purchase Evaluation

"Was this worth it?"

What Happens:

Customer evaluates if the product met expectations

Two Possible Outcomes:

😞 Cognitive Dissonance (Buyer's Remorse):

  • Product didn't meet expectations
  • Found better deal elsewhere
  • Regrets spending the money

Result: Returns, negative reviews, one-time customer

😊 Satisfaction & Delight:

  • Product exceeded expectations
  • Feels smart about purchase
  • Wants to tell others

Result: Loyalty, positive reviews, repeat purchases, referrals

The Review Economy:

  • 91% of 18-34 year-olds trust online reviews as much as personal recommendations
  • One negative review can cost you 22% of potential customers
  • One positive review can increase conversions by 10%

Amazon's Post-Purchase Sequence:

Your Marketing Job at This Stage:

Turn customers into advocates

Tactics That Work:

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Practice: Where Does Each Tactic Belong?

Match the marketing tactic to the correct buying stage:

Marketing Tactics:

  1. SEO blog post: "How to choose the right laptop"
  2. Limited-time discount: "20% off ends tonight!"
  3. Product comparison chart: "Us vs. Competitors"
  4. Customer success story video
  5. Thank you email with usage tips

The 6 Stages:

🎯 Key Takeaway

Stop creating generic marketing.

Start creating stage-specific marketing.

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Understanding What Makes People Say "Yes"

The Science Behind Influence:

In 1984, psychologist Dr. Robert Cialdini published groundbreaking research on why people comply with requests.

He identified 6 Universal Principles of Influence that work across all cultures and contexts.

These aren't manipulation tactics.

They're psychological patterns humans naturally follow.

The 6 Principles We'll Master:

1. Scarcity
2. Social Proof
3. Authority
4. Reciprocity
5. Commitment & Consistency
6. Liking

Applied ethically, these principles can dramatically improve your marketing effectiveness.

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Psychological Trigger #1: SCARCITY

"We want what we can't have"

The Psychology:

When something is rare or running out, our brains interpret it as more valuable. FOMO (Fear of Missing Out) is a real psychological phenomenon.

How It Shows Up in Marketing:

Ethical vs. Unethical Scarcity:

✅Ethical:

Genuine limited stock or time-bound offers

❌Unethical:

Fake countdown timers that reset, false scarcity

How to Apply This:

Ask yourself: Is there a natural deadline? Limited quantity? Exclusive access? Build that into your messaging.

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Psychological Trigger #2: SOCIAL PROOF

"If everyone's doing it, it must be good"

The Psychology:

Humans are social animals. We look to others to determine correct behavior, especially when uncertain.

The 5 Types of Social Proof:

1. Expert Social Proof

"Recommended by dermatologists" / "Used by 90% of Fortune 500 companies"

2. Celebrity Social Proof

"As used by Virat Kohli" / "Priyanka Chopra's favorite skincare brand"

3. User Social Proof

"Join 2 million happy customers" / "Trusted by 50,000+ businesses"

4. Wisdom of Crowds

"#1 Bestseller in Electronics" / "Most popular plan"

5. Wisdom of Friends

"3 of your friends like this page" / "Amit and 12 others booked this hotel"

Real Example - Booking.com Property Listing:

How to Apply This:

Never launch a product page without reviews, testimonials, or user counts. Even "Join our community of 100" is better than silence.

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Psychological Trigger #3: AUTHORITY

"We trust experts and figures of authority"

The Psychology:

From childhood, we're conditioned to listen to authority figures. This transfers to brands - we trust badges, certifications, and expert endorsements.

How Authority Shows Up:

Certifications & Badges:

Credentials & Background:

Media Mentions:

Partnerships & Client Names:

Real Example - HubSpot:

Established thought leadership through educational blog, becoming THE authority on inbound marketing.

Result: Generated 400% more leads in target audiences on LinkedIn compared to other platforms.

How to Apply This:

Display credentials prominently. If you've won awards, worked with big clients, have certifications - showcase them. If you don't have these yet, borrow authority by citing research or partnering with established names.

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Psychological Trigger #4: RECIPROCITY

"When you give me something, I feel obligated to give back"

The Psychology:

Humans have a deep-seated need to repay debts and kindness. When someone does something for us, we feel psychologically uncomfortable until we return the favor.

How It Works in Marketing:

HubSpot's Reciprocity-Based Business Model:

What They Give Free:

  • Complete CRM software (worth ₹₹₹)
  • Professional certification courses
  • Marketing templates and tools
  • Educational blog and resources

The Result: When companies are ready to upgrade to paid features, they choose HubSpot because of the debt of gratitude.

From Our Course Material:

Email marketing generates ₹42 return per ₹1 spent partly because it's built on permission and value exchange - you give helpful content first, they eventually buy.

How to Apply This:

Always lead with value. Don't ask for the sale in your first interaction. Give a free guide, a useful template, genuine advice. The sale will come later.

The Rule: Give before you ask.

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Psychological Trigger #5: COMMITMENT & CONSISTENCY

"Once I commit, I want to be consistent with that commitment"

The Psychology:

We want our actions to be consistent with our words and past behavior. Once we take a small step, we're more likely to take bigger steps in the same direction.

The "Foot in the Door" Technique:

Step 1 - Small Ask: "Download our free checklist" ✓
→
Step 2 - Medium Ask: "Attend our free webinar" ✓
→
Step 3 - Big Ask: "Buy our ₹50,000 course" ✓

Each "yes" makes the next "yes" easier.

Real Example - Charity Fundraising:

  1. First: "Do you care about children's education?" → Yes
  2. Then: "Would you sign this petition?" → Small commitment
  3. Finally: "Would you donate ₹100?" → Now much easier to say yes

How This Applies to Digital Marketing:

Email Funnel:

  1. Subscribe to newsletter (micro-commitment)
  2. Download free guide (small commitment)
  3. Attend webinar (medium commitment)
  4. Book consultation call (larger commitment)
  5. Purchase course/product (final commitment)

Quiz Funnels:

  1. "Take our quiz" (engaging, low commitment)
  2. "Get your results via email" (now they're a lead)
  3. "Based on your answers, here's what we recommend" (personalized pitch)

How to Apply This:

Never lead with your biggest ask. Start with micro-commitments: follow us, download this, take this quiz. Each small "yes" makes the big "yes" easier.

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Psychological Trigger #6: LIKING

"We buy from people we like"

The Psychology:

We're more likely to say yes to people who are:

Why This Matters in Digital Marketing:

What Makes Brands "Likeable"?

Real Example - Mercedes-Benz #MBPhotoPass:

Instead of corporate ads, they partnered with likeable influencers people already trusted.

Result: 2.3 million engagements because people connected with the influencers, not just the brand.

How to Apply This:

Show the human side of your brand. Founder stories, employee spotlights, behind-the-scenes content. When choosing influencers or brand ambassadors, prioritize authenticity over reach.

People buy from people, not logos.

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The Most Effective Marketing Uses Multiple Triggers

Example Ad Copy - Let's Dissect:

"Join 10,000+ marketers who've completed our Google-certified course. Download the first 3 modules free. Only 50 spots left in this month's cohort. Enroll today and lock in the early bird price."

Which Triggers Are Being Used?

vs. Generic Ad:

"Best smartphone. Buy now. Limited stock."

Key Takeaway:

Ethical marketing uses these principles to help people make decisions they'll be happy with.

Manipulation uses these to trick people into decisions they'll regret.

Always ask: Am I helping or deceiving?

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Beyond Demographics: The Three Layers

Most marketers stop at Layer 1. You're going to Layer 3.

LAYER 3

BEHAVIORAL DATA

What they actually do

LAYER 2

PSYCHOGRAPHICS

How they think

LAYER 1

DEMOGRAPHICS

Who they are

The Depth Principle:

The deeper you go, the more powerful your marketing becomes.

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Layer 1: Demographics

"The basics - but still essential"

What You Need to Know:

Why Demographics Still Matter:

Example - Luxury Apartment Campaign:

  • Age: 35-50
  • Income: ₹25 LPA+
  • Location: Mumbai, Bangalore, Delhi
  • Occupation: Senior professionals, entrepreneurs
  • Family: Married with 1-2 children

The Limitation:

Demographics tell you WHO, but not WHY they buy.

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Layer 2: Psychographics

"How they think, feel, and what they value"

What You Need to Understand:

Why Psychographics Are More Powerful:

Same Demographics, Different Psychographics:

Person A (Age 30, ₹20 LPA)

Values: Sustainability, minimalism

Interests: Yoga, organic food, meditation

Lifestyle: Morning routine focused, conscious consumer

Person B (Age 30, ₹20 LPA)

Values: Status, luxury, appearance

Interests: Fashion, fine dining, travel

Lifestyle: Social, networking focused, brand conscious

→ Completely different marketing messages needed!

Real Example from India:

Regional language content achieves 22-36% lower cost-per-acquisition not just because of language, but because it signals cultural values and identity that resonate psychographically.

How to Discover Psychographics:

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Layer 3: Behavioral Data

"What they actually do - the truth beyond what they say"

The Reality Check:

People lie in surveys, sometimes unconsciously. They say they care about the environment but buy fast fashion. Behavioral data shows what they actually do, not what they claim.

What to Track:

🌐 Online Behavior:

🛒 Purchase Behavior:

📱 Engagement Behavior:

Real Example - Amazon's Recommendation Engine:

Pure behavioral targeting. It doesn't care that you're a 35-year-old male. It cares that you clicked on running shoes, read reviews for 8 minutes, added to cart but didn't buy yet.

Result: "Customers who bought this also bought..."

How to Apply Behavioral Data:

Scenario: Someone visited your pricing page 3 times, downloaded your PDF guide, watched 50% of your demo video.

What this tells you: They're seriously considering buying. High intent.

What to do: Show them customer testimonials and limited-time offer.

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From Weak to Powerful Targeting

LEAST EFFECTIVE ↓

Level 1: Spray and Pray

Marketing to everyone - "Our product is for all Indians!"

Level 2: Demographics Targeting

Marketing to age, gender, income groups - "Males 25-40, income ₹15-25 LPA"

Level 3: Psychographics Targeting

Marketing to values, beliefs, lifestyle - "Ambitious professionals who value career growth"

MOST EFFECTIVE ↑

Level 4: Behavioral Targeting

Marketing based on actions taken - "Visited pricing 3x, downloaded guide, watched demo"

🎯 Quick Exercise:

Scenario: You're selling a ₹50,000 online coding bootcamp.

Question: What are 3 behavioral signals that indicate someone is ready to buy?

Possible Behavioral Signals:

Key Takeaway:

Start with demographics to find your audience.

Use psychographics to connect with them emotionally.

Use behavioral data to time your asks perfectly.

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Competitor Analysis: Know Your Enemy

If you know the enemy and know yourself, you need not fear the result of a hundred battles. — Sun Tzu, The Art of War

Why Competitive Analysis Matters:

Before you launch any campaign, you need to understand:

Critical Insight:

You're not analyzing competitors to copy them. You're analyzing them to find white space - opportunities everyone else is sleeping on.

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Step-by-Step: Auditing Your Competition

Step 1: Identify Your Competitors (3-5 companies)

Three Types to Consider:

Direct Competitors:

Other products in your exact category

Example: If you're a budget smartphone, other budget smartphones

Indirect Competitors:

Different solutions to the same problem

Example: Used premium smartphones, feature phones

Aspirational Competitors:

Brands your customers wish they could afford

Example: iPhone, Samsung flagship models

Step 2: What to Audit (5 Key Areas)

1. 🌐 Website Audit

2. 🔍 SEO Audit

3. 📱 Social Media Audit

4. 💰 Paid Advertising Audit

5. ✍️ Content Marketing Audit

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Your Competitive Intelligence Toolkit

🆓 FREE TOOLS (Start Here):

Website & Traffic:

SEO & Keywords:

Social Media:

Paid Ads:

💰 PAID TOOLS (Worth the Investment):

SEO Powerhouses:

Social Media Management:

All-in-One Analytics:

💡 Pro Tip:

Start with free tools. Invest in paid tools only when you're sure you'll use them regularly and can justify the ROI.

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SWOT Analysis: The Classic Framework

STRENGTHS (Internal, Positive)
What are THEY good at?		 WEAKNESSES (Internal, Negative)
Where are THEY vulnerable?
  • Strong brand recognition
  • Better product features
  • Larger marketing budget
  • More social media followers
  • Better customer service
  • Established distribution network
  • Poor customer service reputation
  • Outdated website/technology
  • Inconsistent social media posting
  • No presence on emerging platforms
  • Slow to innovate
  • Bad reviews about specific issues
OPPORTUNITIES (External, Positive)
What gaps can YOU exploit?		 THREATS (External, Negative)
What external factors favor THEM?
  • They ignore regional language content
  • They don't target Tier 2/3 cities
  • Their content is too corporate (you can be personal)
  • They're not on YouTube Shorts or Instagram Reels
  • They have weak SEO (you can outrank them)
  • Their pricing is too high (you can undercut)
  • They have celebrity endorsements
  • More venture capital funding
  • They're expanding internationally
  • Market trends favor their approach
  • They have exclusive partnerships
  • First-mover advantage in the space

Real Example - Local Café vs. Starbucks:

Competitor (Starbucks) Strengths:

Brand recognition, loyalty program, consistent experience

Your Opportunities:

Personal touch, local community connection, flexible menu, support local narrative

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Your Competitive Intelligence Tracker

Save this template - you'll use it throughout the course:

Competitor Website Social Followers Posting Frequency Top Content Type Paid Ads? Key Strength Key Weakness
Company A URL 50K IG, 20K FB 3x/week Product features Yes, FB/IG Strong brand Poor engagement
Company B URL 100K IG Daily User UGC Yes, Google Great community Weak website
Company C URL 15K IG 2x/week Educational No Helpful content No paid ads

How to Use This Template:

Before Every Campaign:

  1. Fill this out for 3-5 competitors
  2. Takes ~2 hours of research
  3. Updates every quarter
  4. Share with your team

What This Reveals:

💡 Pro Tip:

Set a calendar reminder to update this every 90 days. Competitive landscapes change fast.

Key Takeaway:

Competitive analysis isn't about copying. It's about finding white space - opportunities everyone else is sleeping on.

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These Goals Will Fail Every Time

❌Bad Goal #1:

"We want more customers"

❌Bad Goal #2:

"We want to go viral"

❌Bad Goal #3:

"We want to increase brand awareness"

❌Bad Goal #4:

"We want to grow our social media"

❌Bad Goal #5:

"We want better engagement"

The Problems:

The Result When You Set Vague Goals:

  • Team doesn't know what to prioritize
  • Can't tell if you're succeeding or failing
  • Budget gets wasted on vanity metrics
  • No accountability
  • Campaigns drift without direction
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SMART Goals: The Gold Standard

S - SPECIFIC

Who, what, where, when, why clearly defined

M - MEASURABLE

Numbers you can track and report

A - ACHIEVABLE

Realistic given your resources and constraints

R - RELEVANT

Aligned with overall business objectives

T - TIME-BOUND

Clear deadline or timeframe

The Difference SMART Goals Make:

Before (Vague):

"We want to grow Instagram"

After (SMART):

"Reach 10,000 Instagram followers by December 31, 2025, through daily Reels content and engagement strategies, to build an audience for our Q1 product launch"

Why This Is Better:

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Mastering Each Element

S - SPECIFIC

❌Bad:

"Increase website traffic"

✅Good:

"Increase organic traffic from Google to our pricing page"

Why better? Specifies source (Google), type (organic), and destination (pricing page)

M - MEASURABLE

❌Bad:

"Get more leads"

✅Good:

"Generate 170 qualified leads"

Why better? You can count leads. You know when you've hit the target.

A - ACHIEVABLE

❌Bad:

"Get 1 million followers in 30 days" (starting from zero)

✅Good:

"Get 500 new followers in 30 days through consistent posting and engagement"

Why better? Based on realistic growth rates. If current growth is 100/month, 500 is a stretch but possible.

How to test achievability:

R - RELEVANT

Ask: "Does this goal actually help the business?"

❌Irrelevant:

High engagement rate but zero sales

✅Relevant:

Lower engagement but qualified leads who convert

Example: A B2B software company getting lots of student engagement on Instagram isn't relevant if students can't buy the ₹5 lakh/year software.

T - TIME-BOUND

❌Bad:

"Eventually grow Instagram"

✅Good:

"Reach 10,000 Instagram followers by December 31, 2025"

Why better? Creates urgency, allows progress tracking, enables campaign planning.

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Real-World Example: Electrolux Campaign

From Your Course Materials:

The SMART Goal:

S - Specific:

Generate qualified leads for home appliance purchases (not just website visitors)

M - Measurable:

170 leads from digital advertising campaigns

A - Achievable:

Based on market research and typical conversion rates in the home appliance sector

R - Relevant:

Leads directly feed into sales pipeline. Each lead has potential ₹X purchase value.

T - Time-bound:

Within campaign period (specific months defined)

The Actual Results:

✅170 qualified leads

Hit target exactly

✅65% of budget spent

35% saved while still achieving goal

✅Proved digital could compete

Historically appliance sales relied on traditional marketing

Why This Goal Worked:

  1. Clear target - Sales team knew how many leads to expect
  2. Quality definition - "Qualified" meant ready to purchase, not just browsed
  3. Budget efficiency - Achieved with 35% budget remaining shows goal was achievable but pushed team
  4. Business impact - Leads converted to actual sales

Key Lesson:

SMART goals create accountability and enable optimization. Electrolux could track daily progress and adjust strategy.

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Choose the Right Goal Type for Your Campaign

1. 📢 AWARENESS GOALS

Example:

"Reach 500,000 people in Mumbai aged 25-35 through Instagram Reels in Q1 2025"

Metrics to Track:

  • Reach and impressions
  • Brand recall surveys
  • Share of voice
  • Video views
  • Brand search volume

When to use: New product launches, entering new markets, building brand

2. 💬 ENGAGEMENT GOALS

Example:

"Achieve 5% average engagement rate across all Instagram posts in next 60 days"

Metrics to Track:

  • Engagement rate (likes + comments + shares / followers)
  • Comments per post
  • Saves and shares
  • Story replies
  • Time on page

When to use: Building community, testing content, warming up audience

3. 🎯 CONVERSION GOALS

Example:

"Generate 100 demo requests with cost per lead under ₹500 by March 31"

Metrics to Track:

  • Number of conversions
  • Cost per lead (CPL)
  • Cost per acquisition (CPA)
  • Conversion rate
  • Lead quality score

When to use: Direct response campaigns, lead generation, sales activation

4. 💰 REVENUE GOALS

Example:

"Drive ₹10 lakh in sales through Facebook ads with ROAS of 4:1 in Q4"

Metrics to Track:

  • Total revenue generated
  • Return on ad spend (ROAS)
  • Average order value (AOV)
  • Customer acquisition cost (CAC)
  • Customer lifetime value (LTV)

When to use: E-commerce, sales campaigns, ROI-driven marketing

5. 🔄 RETENTION GOALS

Example:

"Increase email open rate to 25% and click rate to 5% by improving segmentation within 90 days"

Metrics to Track:

  • Email open rate
  • Click-through rate
  • Unsubscribe rate
  • Repeat purchase rate
  • Customer retention rate

When to use: Customer loyalty programs, email marketing, reducing churn

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SMART Goal Template - Use This

"We will [ACTION] by [METRIC] from [STARTING POINT] to [TARGET] by [DATE] through [METHOD/CHANNEL]."

Example:

"We will increase qualified leads by 50% from 200/month to 300/month by June 30, 2025 through SEO-optimized blog content and LinkedIn ads."

Quick Practice - 1 Minute:

Scenario: A local coffee shop wants to use digital marketing.

Your task: Write ONE SMART goal for them using the template above.

Possible Student Answers:

✅"Increase daily online orders from 20 to 40 by March 15, 2025, through Instagram posts showcasing daily specials and Google My Business optimization"

✅"Generate 100 email subscribers in 60 days by offering a free coffee recipe e-book through website pop-up and social media promotion"

✅"Increase Instagram followers from 500 to 2,000 by December 31, 2025, through daily Reels showing coffee-making process and customer stories"

What Makes These Good:

Key Takeaway

Goals without numbers are wishes.

Numbers without deadlines are dreams.

SMART goals are plans.

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Stop Marketing to Data. Start Marketing to People.

Traditional Approach:

"Target: Males, 25-35, income ₹15-25 LPA, urban areas"

Persona Approach:

"Meet Arjun"

28-year-old product manager at a growing startup. Wakes up at 6:30 AM to the sound of Slack notifications. Spends his commute listening to "How I Built This" podcast while scrolling LinkedIn. Makes purchase decisions based on peer recommendations, not ads. His biggest pain point is lack of time - he'll pay premium for convenience. He values efficiency over cost. Dreams of launching his own startup someday but fears financial instability.

🤔 Question to Class:

"Which one helps you write better marketing?"

The Answer:

The persona. Because you can imagine talking to Arjun. You know when he's online. You know what he cares about. You can't have a conversation with "males 25-35."

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Customer Persona: Your Marketing North Star

Definition:

A semi-fictional representation of your ideal customer based on real data and research.

Why Create Personas?

What It's NOT:

How Many Personas Do You Need?

Most businesses:

2-4 personas

Small businesses/startups:

Start with 1 primary persona

Large enterprises:

May have 8-10 for different products/segments

Example Personas:

B2C E-commerce:

B2B SaaS:

Slide 38

The 7 Essential Sections of a Complete Persona

Section 1: Demographics (The Basics)

Section 2: Psychographics (What Makes Them Tick)

Section 3: Pain Points & Goals (Why They'd Buy)

Section 4: Buying Behavior (How They Decide)

Section 5: Digital Footprint (Where to Reach Them)

Section 6: A Day in Their Life (Critical!)

Hour-by-hour timeline showing:

Section 7: Rejection Reasons (The Reality Check)

Why would they NOT buy your product?

Slide 39

Example: "Budget-Conscious Priya"

Demographics:

  • Name: Priya Sharma
  • Age: 23
  • Location: Pune (lives with roommates)
  • Job: Junior Graphic Designer at small agency
  • Income: ₹4.5 LPA (₹25K take-home)
  • Education: Bachelor's in Design
  • Family: Single, sends ₹5K home monthly

A Day in Her Life:

  • 7:00 AM: Wakes up, checks Instagram (30 min)
  • 9:00 AM: Commute, scrolls Pinterest for inspiration
  • 1:00 PM: Lunch with colleagues, discusses food delivery deals
  • 6:30 PM: Home, watches YouTube design tutorials
  • 10:00 PM: Online shopping browsing (adds to cart, rarely buys)

Pain Points:

  • Wants to look stylish but has limited budget
  • Feels pressure to upgrade phone but can't afford flagship
  • Overwhelmed by too many options
  • Fears making wrong purchase decision

Goals:

  • Build impressive design portfolio
  • Get promoted to senior designer
  • Save money for post-grad abroad

Buying Behavior:

  • Researches extensively (reads 10+ reviews)
  • Looks for student discounts and deals
  • Influenced by peer recommendations
  • Abandons cart 3-4 times before buying
  • Uses EMI for purchases over ₹10,000

Digital Footprint:

  • Most Active: Instagram (design community, follows 200+ designers)
  • Daily: YouTube (tutorials)
  • Weekly: LinkedIn (job searching)

The Message That Works:

"Fellow designers trust this. 12-month warranty. Easy EMIs. 30-day returns if you change your mind."

Rejection Reason:

"Too expensive right now. Maybe during sale season. Let me check if my friend bought it and was happy first."

Slide 40

People Don't Buy Products. They Hire Them to Do Jobs.

The Milkshake Story:

Harvard professor Clayton Christensen was hired by a milkshake company to increase sales.

Traditional Marketing Said:

"Target families with kids who like sweet drinks"

But Research Discovered:

Most milkshakes were bought in the morning by solo commuters!

Why? 🤔

The Real Job:

Commuters weren't hiring the milkshake to be a dessert.

They were hiring it to:

  • Make a boring commute more interesting
  • Keep one hand free while driving
  • Last the entire drive (thick = longer lasting)
  • Fill them up until lunch
  • Give a little energy boost

Competing Products (Same job, different solutions):

Once They Understood the Job:

Result: Sales increased because they designed for the actual job, not the assumed demographic.

Slide 41

What Job Is Your Product Being Hired to Do?

Product: Drill

Product: Gym Membership

Product: Luxury Watch

Product: Coffee Shop

From Your Course Materials:

HubSpot's Free CRM:

  • Surface Job: "Organize contacts"
  • Real Job: "Look professional in front of prospects and remember important details so I build better relationships"
  • Marketing Implication: Emphasize relationship-building, not database features

Framework for Finding the Job:

Ask customers:

  1. What were you doing when you realized you needed this?
  2. What did you try before choosing us?
  3. What would you do if we didn't exist?
  4. How has your life changed since using this?
Slide 42

Bringing It All Together

The Four-Step Framework:

1. Build the Persona
Understand WHO they are
→
2. Identify the Job
Understand WHY they buy
→
3. Map the Journey
Understand HOW they decide
→
4. Apply Triggers
Understand WHAT influences

Example: Putting It All Together

Persona: Priya (23, junior designer, budget-conscious)

Job to Be Done: "Look professionally credible without spending a fortune"

Journey Stage: Evaluation (comparing budget smartphones)

Psychological Triggers: Social Proof + Scarcity

Resulting Ad:

"The phone 10,000+ designers trust for photo editing. Same camera specs as flagships, ₹30K less. Only 5 left at this price today. 12-month warranty."

Why This Ad Works:

vs. Generic Ad:

"Best smartphone. Buy now. Limited stock."

Key Insight:

When you combine persona + job + journey + psychology, your marketing becomes irresistibly relevant to the right person.

Slide 43

Humans Are Not Rational Decision Makers

95% of purchase decisions are made subconsciously — Harvard Business School

What This Means:

We like to think we make logical, rational decisions. Brain research shows most decisions are emotional first, then we backfill with logic to justify them.

Example:

Emotional Decision:

"I want that iPhone. It's beautiful and all my friends have one."

Logical Backfill:

"Well, it has a better camera. And the ecosystem integration. And resale value. So it's actually a smart investment."

Your Marketing Job:

Speak to BOTH the emotional and rational brain.

Emotional Brain Wants:

  • Status and belonging
  • Fear avoidance
  • Pleasure and comfort
  • Identity and self-expression

Rational Brain Needs:

  • Justification for the purchase
  • Features and specs
  • Social proof and validation
  • ROI calculation

The Perfect Marketing Combination:

Lead with emotion, support with logic.

Example:

"Feel confident in every presentation [EMOTIONAL]. Trusted by 90% of Fortune 500 companies [RATIONAL/SOCIAL PROOF]."

Slide 44

The Different Rules for Different Markets

B2C (Business to Consumer) B2B (Business to Business)
Emotional triggers dominate Rational evaluation dominates
Individual decision-maker Multiple stakeholders involved
Quick buying cycle (minutes to days) Long buying cycle (weeks to months)
Lower price points (usually) Higher price points
Personal benefit focus Business outcome focus
Impulse purchases common Deliberate, researched purchases

B2C Emotional Drivers:

B2B Rational Drivers:

But Here's the Nuance:

Even B2B buyers are humans with emotions:

  • They fear making wrong decisions (career risk)
  • They want to look smart to their boss
  • They want easy, not complicated
  • They respond to peer pressure

The Right Approach:

B2C:

70% emotion, 30% rational justification

B2B:

60% rational benefits, 40% emotional reassurance

Example B2B Ad:

"Increase team productivity by 40% [RATIONAL] with software trusted by 500 Fortune 500 companies [EMOTIONAL - risk mitigation through social proof]."

Slide 45

What We Mastered Today

✅ The 6-Stage Consumer Buying Journey

From problem recognition to post-purchase evaluation - and what marketing works at each stage

✅ Six Psychological Triggers

Scarcity, social proof, authority, reciprocity, commitment, and liking - the science of influence

✅ Three Layers of Audience Understanding

Demographics (who), psychographics (how they think), behavioral data (what they do)

✅ Competitive Digital Presence Audits

How to analyze competitors' websites, SEO, social media, paid ads, and content

✅ SMART Goals Framework

Setting Specific, Measurable, Achievable, Relevant, Time-bound objectives

✅ Customer Persona Building

Creating detailed profiles that guide all marketing decisions

✅ Jobs-to-be-Done Framework

Understanding what customers actually "hire" products to do

✅ Emotional vs. Rational Decision Making

How B2C leans emotional while B2B leans rational (but both use both)

You're Now Ready:

To build a complete customer persona in our activity!

Slide 46

Session 2 Complete!

What We Mastered Today:

The Big Idea

Marketing is not about what you sell.

It's about who you're selling to and why they should care.

You're Now Ready:

To build a complete customer persona in our activity!

Jugal Thakkar

www.jugalt.com | www.linkedin.com/in/jugalt