{"id":7005,"date":"2020-04-02T07:05:25","date_gmt":"2020-04-02T05:05:25","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=7005"},"modified":"2022-09-05T19:24:29","modified_gmt":"2022-09-05T17:24:29","slug":"how-to-understand-customers-in-a-digital-marketing-environment","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-understand-customers-in-a-digital-marketing-environment\/","title":{"rendered":"How to understand customers in a digital marketing environment"},"content":{"rendered":"
\"DSM<\/div><\/div>

In an age where trends shift more rapidly than the weather, understanding who your customer is \u2013 as well as what makes them tick – is critical to a digital marketer\u2019s success. We need to know who our prospects are, what they enjoy doing online<\/a>, what they expect from online brands, who they look up to, and what sorts of products they aspire to own.<\/p>\n

The digital marketing environment consists of two parts:<\/p>\n

    \n
  • The micro-environment, which is called the operating environment, and<\/li>\n
  • The macro-environment that is called the remote environment.<\/li>\n<\/ul>\n

    The terms \u2018environmental scanning\u2019 describes customer behaviour or flow of online visitors amongst search engines, media sites, other intermediaries to a company and its competitors.<\/p>\n

    Here are the linkage between online business and customer journey:<\/p>\n

      \n
    • Customer segments or target segment<\/li>\n
    • Search intermediaries or search engines (typically Google)<\/li>\n
    • Intermediaries and media or publisher sites (aggregators and affiliates)<\/li>\n
    • Destination sites and platforms \u2013 where marketers are trying to attract visitors<\/li>\n<\/ul>\n

      The environment and online marketplace analysis is implemented by understanding the current trends and levels of use of the Internet.<\/p>\n

      This article lays out three activities that digital marketers should undertake in order to better understand their customers:<\/p>\n

      Assess your data<\/strong><\/h2>\n

      Your business has customers, even if people aren\u2019t walking through your doors. Take a look at your website<\/a> or social media analytics, which offers up quite a large amount of customer information. For example, Google Analytics lets you see where your website visitors live, which channels they used to access your website, what tabs they clicked on, whether they used a mobile device or desktop, and even demographics like gender and age. By tabulating this data, you will have a better understanding of who is intrigued by what you have to offer. Information of this nature will also help you build your ideal client personas.<\/p>\n<\/div><\/div>