Description: In marketing, the role of audience analysis becomes crucial. Marketers spend a lot of time studying the attributes of their audience. In this article, we interview Gaurav on how audience analysis works in the digital marketing space.
Content Begins with Audience Analysis
Marketing is often constrained in execution due to a technocratic approach taken by professionals in the field. Tactics and techniques gather a lot of time and resources in marketing. This trend is not new and a key feature in the field since digital marketing came along. People have become more obsessed with learning marketing techniques than getting a true essence of marketing itself.
What is the essence of marketing? We sit down with Gaurav Heera to discuss the same.
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Gaurav, you have for a long time said that more time needs to be spent on understanding marketing conceptually. What do you mean by that statement?
In recent years, new techniques in marketing have come up; SEO, PPC, social media, and so on. These techniques, and their level of complexity, have trapped marketers. Now, most professionals are interested in learning techniques than actually learning marketing basics.
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What are these marketing basics you speak of?
There are two things every marketing campaign should have regardless of the medium and technique being used – content and audience.
There is always an audience which has to be wooed and there is always a need for content to woo the audience. These are the basics of marketing. Right now, I see people spend more time discussing technicalities while forgetting that marketing is the simple act of promoting something to an audience with content. Now content can be anything. It can be an article, it can be a sales call or even a TV ad. The creation of content begins with audience analysis.
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So you think people are focusing more on audience analysis and content?
Not as much as they should. Right now, professionals seem more interested in techniques and tactics. These things are important, but they are all secondary. Audience analysis and content is the main problem.
Let me give you an example. Let’s say I tell a random marketing guy to promote a website which writes blogs on cheap mobile phones. A typical SEO exec would create a list of popular keywords, make a list of content ideas, and start writing content. Why does the SEO exec spend no time understanding his audience? What about looking at the website and understanding the dominant demographic that would come to the website? These questions have sadly been ignored and a mindless technocratic approach has taken ascendance.
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Any suggestions for our readers?
Marketing is based on instinct. Before promoting anything, before thinking about any technique, think about the audience and the content you’d need to create. Don’t fall into the trap of following a conventional way of doing things. That’s it.
In Conclusion
In order to be competitive in the digital marketing space, professionals have to be good at knowing how to tap into the target audience. Simply pushing out generic marketing slogans is not enough. Marketers have to be smart in understanding their audience. In this interview with Gaurav Heera, we covered how the very process of content has to begin with audience analysis.
About Author – An entrepreneur and marketing savant, Gaurav is a well-known name in the industry with experience stretching back more than ten years. His most notable achievement is the founding of DelhiCourses.in. Since its inception, the institute has gone on to become the first choice for students looking to study courses in fields like digital marketing course, cybersecurity, share market, and SAP.