I have always heard my professors say that 60% of a project is research, and I can now confidently say that I understand what they mean. I have been wrapping up my research on influencers so that we can move forward with the marketing phase of the project. Finding the right target audience is much more time consuming than I initially expected. There are many factors to consider, including the type of incentive you plan to offer, the influencer’s audience demographics, engagement, pricing, location, and whether they are a good fit for the brand.
Throughout my research, I have compiled an extensive list of potential influencers in a spreadsheet. I also reviewed the company’s customer database to identify people who have previously purchased products or showed interest but did not complete a purchase and added them as potential marketing targets.
This experience has given me a much better understanding of how companies develop their marketing campaigns. Understanding your target audience, along with the audiences of the influencers representing your brand, plays a major role in shaping how a product is promoted. It influences not only the visual aspects of a campaign but also the copywriting and messaging used to connect with potential customers. I have learned that successful marketing begins with thorough research and a deep understanding of the people you are trying to reach.