Marketing (Target and Media)


What to know before starting?

What to know before starting?  

What will you learn?
 Define the target group and its characteristics
 Identify the different types of media and how to select them based on objectives and target group
 Recognize the different types of social media and their characteristics

How much time will it take?
30 minutes

EQF level 
Level 3

Who created the content and will recognise your learning?
This material was created by the partners of the Erasmus+ project “Upskilling Rural” that will recognise your learning as well. MORE.

 
Let’s start... but first let’s check  

Let’s start... but first let’s check wink

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Target/personas

Identify your target/personas  

The first element to create your marketing strategy is to identify

       Target and personas
A specific group of people you want to attract or to whom you want to address your product or service. 
 		      
A fictional character created in marketing to represent the characteristics of the person (or group) we want to address. 
 
                          

 
The importance of the target/personas  

Identifying the target group ahead will help you:
 
 Maximise the impact of your content/product
 Have a solid and clear basis for planning
 Message more relevant to your marketing objective
 Use the correct platforms for promotion 
 Create more engaging messages (create an emotional connection)

The definition of the target group must take into consideration: 


General characteristics:
 Age range (not more than 5 years)
 Location (country, big city or small village, …)
 Occupation
 Relationships (family, friends, …)
 

Specific characteristics:
 Interests/hobbies
 Lifestyle 
 Values 
 Behaviour  
Additional characteristics:
 Media consumption (what kind of media they use?)
 Product/service usage (how many times do they use the product/service?)
 

 
Media in Marketing

Media in Marketing  

Media, in marketing, refers to the various channels and platforms used to reach the target group and communicate your message. 

We can divide media into: 

Traditional media:
 Print media (newspapers, magazines, flyers, brochures)
 Broadcast media (television ads, radio advertisement, bus ads)
 		   Digital media:
 Owned media (website, social media pages, emails, newsletters, …)
 Earned media (public relations, rewiews, word-of-mouth recomendations)
 

 
Choose your media channels  

The choice of the correct media to use depends on several factors:

 Target public – understanding where your target spends the most time online and offline is crucial for selecting the most effective channels
Objectives – what do you want to achieve? 
 Budget - Costs associated with different media channels can vary
 Message – what kind of content you want to create (articles, videos, shorts, etc)? Do you want to create visual content or deliver complex information (blog, article)? 

TIP: A good marketing strategy integrates different types of channel, reaching the target through different angles. 
 
Digital Media: Instagram & Tik Tok  

Age range: 17 – 35 years old 
Type of content: colorful, funny, pretty photos and short videos 
Specific features: Instagram stories, Reels, Live, Direct

Instagram is built on photos and short videos with short text/subtitles
Visual storytelling is the best way to communicate.

  


Age range: 13 – 25 years old 
Type of content: colorful, funny, and short, catching videos 
Specific features: Short videos, Tik Tok shop 

Tik Tok is built around short, catching videos often with a fun twist. Use of catching music and «challenges» (video formats that become popular) 
Less reliable, especially to sell services. 
 

 
Digital Marketing: Facebook & Youtube  

Age range: 30 – 64 years old 
Type of content: Articles, News, Videos
Particular features: Facebook stories, Live, Events, Groups

On Facebook you can include different content. Text can be more articulated and videos can last for a maximum of 45 minutes. 
 

  

Age range: very wide – 13 – 64 years old
Type of content: Videos
Particular features: channels, live broadcasts, youtube shorts

Youtube is the main platform for video promotion. There are no limits for videos. These are posted on a channel which contains all the content you post. 
 
 

 
Sources

Sources  

The following material was part of the DYM “Diversity Youth Manager” Erasmus+ Project. 
To explore more visit https://www.dymproject.eu/ 
 
Resources

The tutor has to engage the participants in all times. It is important to always keep attention and motivation high. The use of digital tools or other resources depends on the delivery method chosen and on the characteristics of the participants of the classroom. It is important therefore to understand well the classroom in order to adapt the method of training.

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