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Empathy Map and Customer Persona Creation



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Empathy Map and Customer Persona Creation

  1. 1. Marketing Challenge Option 1 Digital Marketing Nanodegree Program
  2. 2. Digital Marketing Nanodegree Program You are tasked with attracting future fellow students for this Digital Marketing Nanodegree Program. More specifically, your objective is to collect email addresses of potential students, who could be interested in taking this course. In order to do this, we have created a landing page, where prospective students can download a free eBook if they provide us with their email address. The eBook – a Social Media Advertising Guide – is a short excerpt from the Digital Marketing Nanodegree Program, content that you will see in the Social Advertising course. For the purpose of the projects, assume costs of $0 for the eBook and a conversion value (revenue) of $15 per collected email address.
  3. 3. Step 1: Getting Started
  4. 4. DMND Program, Enterprise, or Your Own Company ● Which option did you choose? ● Udacity ● If Udacity, which product did you choose? ● DMND Program
  5. 5. Marketing Objective: DMND Program Provide the marketing objective for the product you chose? Increase potential student leads by obtaining 1000 unique emails by end the May 2019. Specific? Yes Measurable? Yes Achievable? I hope so. No benchmark data, so hard to say. Relevant: Yes Time Phased: May 2019. So yes.
  6. 6. KPI: DMND What is your primary KPI to measure marketing success? Number of unique collected emails.
  7. 7. Step 2: Value Proposition
  8. 8. Value Proposition FOR people interested in learning Digital Marketing WHO need the flexibility and feedback from an interactive learning course OUR Udacity Digital Marketing Nanodegree online curriculum THAT gives people a solid foundation in Digital Marketing UNLIKE other online course provided by Coursera, OUR OFFER provides one-to-one mentorship, challenging projects to measure and apply knowledge, and feedback on how to further improve the skills gained.
  9. 9. Step 3: Customer Persona
  10. 10. Interview What questions did you ask your interviewees? If there isn’t enough space you can link to the questions and answers and simply put a few highlights here. Link to survey Questions: Link to survey answers: If you don’t have access, please feel to email me at *Please do not copy or use the data in the survey answers other than for grading purposes. This is personal data collected for use for the Udacity Nanodegree program online.*
  11. 11. Empathy Map Insert a picture or design the slide to show your empathy map. Keep in mind to provide your interviewees’ answers as much as possible, listed with the actual words and phrases your customers say, the applications they use, and the websites they visit.
  12. 12. Target Persona Background and Demographics Bay Area Marketing Pioneer McLovin Needs - Male: Late 20s - Single - Working in Tech as a Consultant - Undergrad in Engineering - HH income of 100k - Lives in San Francisco Bay Area McLoven - Experts in the field to help learn of new technology - Help outside of work - An online community to support education needs - Cheap and time friendly resources Hobbies Goals Barriers - Cooking - Music - Reading - Travel - Surfing the web - Coding - Change career into a different role in a different industry within 3 years - Expand knowledge of digital marketing foundations, and other new areas relevant to future career - Start a new business - Lack of relevant educational resources at work - Companies don’t value digital marketing as much as traditional marketing - Limited time and budget for education