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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 
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How well do you know social media platforms?
CLICK HERE
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Target/personas
Identify your target/personas
The first element to create your marketing strategy is to identify
Target and personas
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A specific group of people you want to attract or to whom you want to address your product or service.
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A fictional character created in marketing to represent the characteristics of the person (or group) we want to address.
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The importance of the target/personas
The definition of the target group must take into consideration:
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:
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Traditional media:
Print media (newspapers, magazines, flyers, brochures)
Broadcast media (television ads, radio advertisement, bus ads)
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Digital media:
Owned media (website, social media pages, emails, newsletters, …)
Earned media (public relations, rewiews, word-of-mouth recomendations)
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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
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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.
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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.
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Digital Marketing: Facebook & Youtube
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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.
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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.
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Sources
Sources
The following material was part of the DYM “Diversity Youth Manager” Erasmus+ Project.
To explore more visit https://www.dymproject.eu/
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