Consumer Behavior and Analysis & the DMP by Danielle Bonds

The Consumer Behavior & Analysis course has been a key factor in the DMP. It has provided a foundational understanding of consumer decision-making, motivations, and behaviors. I believe that this course plays a vital role in developing effective, targeted marketing strategies. It connects to the DMP by giving practical tools that align with sections like organizational background and customer analysis in the DMP template.

This course has helped me identify consumer behaviors. I was able to dive into understanding trends and consumer preferences. Being able to learn about what is the source of true motivation behind a customer making a purchase is what it is all about. One of my biggest takeaways was how this course distinguished the difference between behavioral and contextual targeting, which directly influences marketing strategies. Considering these two strategies, I aligned with the perspective of Goodway Group (2022): behavioral targeting poses a greater threat to privacy because it focuses on the actions and patterns of a person's online activity. Contextual targeting focuses on a person's interests without requiring data collection.

This information, along with understanding the buyer persona, allowed me to gain a lot of insight. Developing a detailed persona based on demographics, psychographics, and behavior patterns allowed me to gain a deeper appreciation of the importance of understanding a target market. I am actually looking forward to being able to apply these learnings in the real world.

Overall, the Consumer Behavior & Analysis course has been an essential and foundational building block to the DMP. The learnings in this course have strengthened my ability to not only analyze, but address the needs of a target market. This course has ensured that future campaigns are both impactful and prioritizes the consumer.

Goodway Group. (2022, June 13). Why contextual targeting is back in vogue—and how it's transforming programmatic ads. Goodway Media. https://goodway-media.com/blog/contextual-targeting-back-in-vogue

Photo:

Adobe Stock. (n.d.). Digital marketing. Retrieved November 23, 2024, from https://stock.adobe.com/digital-marketing