From the Digity Blog

Identify & Learn About Your Target Market

  • By Catherine Dove
  • 22 Mar, 2016
Whether you are a start-up business defining your target audience for the first time, or a well established company re-profiling, there are four vital ways to determine who you should target and how you can capture their attention.

1/ Identify Who Will Most Value The Benefit(s) You Deliver

This is absolutely vital as understanding and targeting the people who will benefit most from what you can deliver is likely to be reflected in how they value your proposition. A good way to think about this is to think that if you could only make one more sale this quarter, who would you sell it to in order to generate the most profit whilst still delivering exceptional value to your customer?

If youoffer a tailored service, which might relate to consultancy or bespoke craftsmanship, think about the time and effort that goes into a small order versus a large one. Often it’s easy to get distracted by the ‘low hanging fruit’ i.e. those deals which fall in your lap rather than the nicer ones you need to hunt out. Let’s say you offer a made to measure furniture service for example. Your process for a small room is likely to be similar to that of a big room and in some ways the complexity of the project may actually require more work at certain stages. However the smaller room size is going to significantly influence the overall budget and therefore your likely ROI.

Think hard about who is going to really value your product/service the most and think about the pricing strategy you intend to adopt.

2/ Research The Market

Whilst developing your plan, see what you can learn from others before you begin.  The internet is filled with data to help you research competitors and assess the industry you are in (or about to enter).  Traditional methods such as face-to-face questionnaires and small focus groups always work well and you can also embrace online surveys and ask for feedback on social media.

Through this you can determine your audience’s demographic, geographic, and purchasing patterns. You may be surprised at what the results and feedback conclude; it’s very easy to assume that you think like the target market, when in reality your market is entirely different.

3/ Develop a Customer Profile

After performing this research, it is essential to create a comprehensive description of your typical customer, a ‘customer profile’. This includes demographic information such as age, gender, location, marital status, and income, as well as psychographic information, such as hobbies, interests, values, and lifestyle. Demographic information can help you identify the type of person who will be interested in your product, whilst psychographic information can help determine the reasons behind the purchase. Once you have this honed you can think about what channels to employ within your marketing plan to reach them with key messages.

4/ Plan To Evolve

You should be continually researching your target audience, and adapting your customer profile accordingly. This doesn’t mean changing your target audience whenever you feel a slight change in the market, but evolving with your target market to stay current with your audience, and ahead of your competition. As you track sales, interactions, requests for information, complaints, and more, keep a record of how you redefine your target customer. This way, patterns and trends might be determined annually which you can utilise in the future.

Persevere with the target audience you determined at the beginning until you have reached the point that your marketing plan has been delivered. There’s a reason you went after them initially and many companies give up without even properly trying.  It’s easy to blame the profile but ask yourself and your team if you’ve really done enough to inspire your market? How many times have you ‘touched’ your targets through email , direct mail, telemarketing, advertising, and social media ?  Don’t write off people because they haven’t shown interest or made a purchase yet - it doesn’t mean they won’t and until they tell you that they won’t, don’t defeat yourself. Even if they do, ask why - it’s the most valuable answer you’ll receive.

If you would like any more information or advice in determining your target market, then give us a ring on 01189 100 012 or drop us an email at .


Digity Blog

By Chris Lunn 18 Aug, 2017
GDPR is coming next May and it's been eye-opening for me to see just how much there is to consider to ensure you're fully compliant.

I've heard lots of comments about the fact that companies 'should be already doing all of this' and whilst I agree, the simply truth is, I can't think of many that actually are in full.  There's also quite a lot naivety about Brexit and the impact but the fact is, this is 100% happening.

We're getting close to appointing our official partner to help support clients so if you answer no to one or more of the below questions, get in touch and we'll let you know how we can help.

  1. Do you have a data protection policy?

  2. Does your team get regular data protection training?

  3. Is data protection covered in your company handbook?

  4. Regarding data storage, do you have an up-to-date document which outlines where the data is stored?

  5. Are all files (Excel/Word etc) which have contact data within them encrypted and protected?

  6. Are your personnel contracts compliant with GDPR?

  7. Do you have a documented process for handling subject access requests?

  8. Do you know exactly where your data is stored via 3rd party systems or applications i.e. MailChimp, Accounting System, CRM system etc?

  9. Regarding the systems you may be using which hold contact details, do you know if they are GDPR compliant?

  10. Do you have a clear audit trail for how people joined your mailing list?

  11. Do you have a clear unsubscribe mechanism on your marketing email communications?

  12. Do you have a documented process for how to handle a data protection breach?

  13. Is your office secured effectively to avoid anyone entering and stealing devices with data on them?

  14. Are your mobile phone and tablets secured effectively?

  15. Can you deactivate your mobile/tablet devices remotely to avoid data breaches?

  16. Do you have a data retention policy detailing how you will store data on an individual, how long for and what you'll do when you no longer need those details?

  17. Do you have a privacy statement and terms of use on your website?

  18. Do you have an up-to-date cookie policy on your website detailing what information you will be storing and for what purpose?

This list is the tip of the iceberg but if you've answered 'no' or 'not sure' to any of the questions above, we'd recommend getting in-touch to find out more about how we can help.  We have different specialist consultants to ensure you can soon answer 'yes' to all of the above questions & more which will come your way.  As the deadline closes in, demand will rise for these services so don't wait until the new year, get in-touch today.

Contact us to find out more about GDPR.
By Ellie McDaniel 08 Aug, 2017
Google Analytics tracks users and views to provide key insights into acquisition and behaviour flow, making it a very powerful tool for website owners. If you have installed Google Analytics into your website but haven't looked at the data, or do not understand what the data is telling you, this post is for you. 

Firstly we'll cover the key terms you'll need to understand and some of the key information you can extract from the Analytics tool. 
By Catherine Dove 04 Aug, 2017

Our Brighton office is buzzing with excitement as Pride approaches this weekend. Rainbows are everywhere, from banners and flags to buses and balloons, and so many small businesses are showing their support for this massive event.

Celebrating Gay Pride as a business is not a new concept, but it is something that is becoming more and more popular, as businesses become more comfortable being part of the celebrations and realise the benefits that can come alongside it.

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