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Module 06: Critical Thinking Assignment 2
Target Audience Analysis

This report will discuss the various aspects of digital marketing, including analytics,
target markets, campaigns, and Google Analytics. In light of this, the report will provide
insights into the decisions that digital marketers make that impact the performance of their
organizations. In addition to providing customer insights based on one scenario provided, we
will also provide details regarding customer segments based on the scenario selected. We will

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choose scenario 4 in this regard, and the company we choose will be a travel management
company that designs tailor-made travel packages, books flight tickets, and also manages other
travel aspects, including car rentals and activities, under the client’s needs. Therefore, the
demographics of a travel management company will be in line with the demographics of the
clients that the company would be targeting. I will provide a detailed discussion of each topic
in the following sections of this note.
Summary of the campaign objectives and goals
As a digital marketing specialist, I will take on the role of a travel management company
as mentioned in the introduction paragraph above so that we can create a campaign for a holiday
package to cover the weakened areas of travel. Therefore, the campaign will include three
nights’ accommodation, a flight, and transfers from the airport to the hotel where the clients
will be staying for the duration of the long weekend, as well as airfares, if needed, and transfers
from the airport to the hotel. Taking this into consideration, the campaign has set several
objectives and goals, which are as follows:
Objectives
The purpose of this campaign is to reach a greater audience that is in line with our target
demographics to maximize results. We will, therefore, use different channels such as the
company website, Google AdWords, and social media platforms as a means to ensure that we
are reaching the various individuals within the set target market for the campaign and the
company through the various channels that we have established. If we were to do this, we
would be able to reach people who are most likely to buy the holiday special from us, as well
as engage with potential clients who may be interested in buying from us in the future. To
ensure that the campaign will be successful, it is, therefore, crucial that we manage the
campaign carefully from the beginning to make sure that we get results that can be measured
and that are meaningful to our company.

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Goals
The campaign will aim to increase sales of the holiday package. To achieve the goal, it
is necessary to use the appropriate platforms and target the appropriate audience. Here is where
the digital marketing specialist must come in and determine which platforms will allow the
company to accomplish the set goals and objectives. This will enable it to achieve the desired
results by executing the plans.
Target audience analysis
Conducting a target audience analysis is essential for a company, as it provides insight
into the real customers, their interests, as well as other important factors that can be used to
make key marketing decisions. This section focuses on the target audience analysis for our
travel management company selected in scenario 4. Accordingly, the following is an in-depth
analysis of the target market that this company has set for itself.
Demographics
The demographics for this travel company are made up of young adults and people in
the middle of their lives. A good reason for this is that many of the travel packages that are
advertised by a company of this type are more suited to individuals who are looking for
activities with their friends, places to visit through sightseeing, and events to attend. These
activities can be performed in groups or by individuals. As a consequence, the campaigns
would be suited to younger people between the ages of 25 and 55, who are more likely to
engage with the campaigns. However, this does not entirely exclude those older than 55 but
rather emphasizes that the holiday products available from this company are more suitable for
those of a certain age. According to (Theodorakopoulos and Theodoropoulou, 2024) there has
been a significant transformation in organizations due to the leveraging of data.
Their Interests

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As a demographic, this group of individuals is outgoing, they like going to new places,
hanging out with friends in groups, and attending different types of events such as sports events,
music festivals, and food festivals. Additionally, they prefer using online platforms such as
social media, news websites, and other mobile apps that keep them entertained. Overall, this
demographic likes to connect with others, learn new things, and have new experiences. These
are their interests.
Demographic report
In this report, we are going to discuss the various interests of the identified
demographic, their online behavior, and what makes them the target market for the travel
management company we are focusing on in this report. Therefore, the following is a deep dive
into the demographics profile.
Interests
So, before a company can sell anything to anyone, they first need to know if there are
people interested in the product or service that they intend to sell. Additionally, before a
manufacturer can begin manufacturing their products, they need to look at historical data and
ensure that such products have been selling; otherwise, they would have to phase them out. The
same concept can be applied here. Taking up the role of a digital marketing specialist, before
we target a specific audience with our holiday packages and other services that the company
offers, such as flights and road transfers, we must first understand who we are targeting and
what they are interested in. Therefore, we have noted that our target audience is typically techsavvy as they are young adult and love to connect with others through the use of online
communication channels such as social media platforms.
This is one of the building blocks, the next interest that we can factor in is the fact that
they love to be entertained while they are online on these social media platforms. Therefore,
we can use this to create entertaining content that will keep them engaged with our posts and

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this can lead them to check out one of our product landing pages and we might make a sell
from that engagement. Now that we know what the audience is interested in, we can
strategically create content that will specifically target them and ensure that they engage with
it and lead them through our digital marketing funnel from social media which would be at the
top of this funnel since there are more people there, and all the way down to our website’s
product landing page. All this would be done intentionally in an attempt to make a sale or get
them signed up for one of our newsletters, where we can then share various products on offer.
This is one way the aforementioned travel company can benefit when it properly understands
the target audience. The figure below shows how social media impacts travel decisions.

Figure 1: Social Media Shapes Travel Experiences

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Source: (Thomas Hinton, Statista, 2024)
The above infographic shows that travellers (who also fit our target market) typically
pick destinations influenced through social media. As seen above, 75% are inspired to visit a
destination by social media. This perfectly aligns with the target audience that we have
identified and the communication platforms we would use to target them. Below is another
report from Statista regarding interest in travel.

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Figure 2: The younger the traveller the more international

Source: (Thomas Hinton, Statista, 2024)
The above infographic shows that Millennials are traveling more than any other
generation, with 2.7 domestic travel and 2.3 international travel, both categories higher than
other generations. This further aligns with our target audience where we stated that people in
the age groups of 25 to 55, the majority of them are Millennials in this audience (born between
1981 and 1996). Perfectly aligned with our target audience.
Online behaviour
We understand that this audience likes to be entertained while they are online, and they
also like to socialize. Therefore, our content should be so engaging that they are compelled to
share it with their friends. It is also important to note that the share button that most social
media platforms have is extremely important and works just like a digital version for word of

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mouth. Therefore, when our content is so engaging and a lot of people from the target audience
are engaged and share, we significantly increase the odds of selling more holiday packages.
(Nnaji et al., 2024) states that organizations can strategically use data for decision-making.
Additionally, the other key online behavior of our target audience is that they like online
shopping. They use various e-commerce platforms to purchase various items, such as clothes
and other household goods. This makes them more willing to visit our company’s product
landing page and send an inquiry or book a holiday from right there on our website. From a
digital marketing specialist standpoint, this is a key insight that can be used to strategically
create campaigns during certain periods of the year and target very specific clients who we
understand are more likely to purchase or take some kind of action on our site like signing up
for the newsletter or sharing the link where a friend.
Another key online behavior is that they use search engines like Google to find
information about various topics and items. Therefore, we can strategically use Google Ads to
target them through the use of effective keywords and interesting phrases added to our product
images.
Recommendations for targeting and engaging this audience
At this point, it has been established that content is king, therefore, the first
recommendation that we will make to target this audience is to create the right type of content.
Digital marketing teams and content creators understand that content creation for a company
must follow the four Es, and these translate to engage, empower, entertain, and educate. When
content is created from this perspective, the target audience discussed above will be reached
and engaged. Various channels can be used to ensure that all aspects are covered, social media
platforms can be used since the demographic is made up of social beings, Google Ads can be
used since the target audience likes to search for information using the Google search engine
and also, blogs can be used to tell stories through the company website. This shows us how

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data can be used for strategic decision-making. According to (Benjamin et al, 2024) states that
data analytics creates a link between customer data and market trends for organizations to make
strategic decisions.
Recommendations for optimizing the campaign
The campaign discussed above can be optimized through storytelling and creating
content that will be more engaging as opposed to just straight-forward adverts. For example,
the company can write a blog post about the long weekend and the fun experiences people will
get on a holiday at a specific destination. Then, the campaign can be incorporated into this story
and encourage people to visit the company website for more information about the campaign,
This would be indirect advertising that would begin with a story and what clients stand to
benefit from visiting specific places. Therefore, we would have used our understanding of the
target audience to incorporate a story into the campaign, which makes it more valuable to them
as they read and think about making the purchase. (Kumar, and Aithal, 2023) Explain that
marketing analytics allows businesses to systematically use client data. As we can see in the
above recommendations.

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References

Benjamin, L. B., Amajuoyi, P., & Adeusi, K. B. (2024). Leveraging data analytics for
informed product development from conception to launch. GSC Advanced Research and
Reviews, 19(2), 230-248.
Kumar, S., & Aithal, P. S. (2023). Tech-Business Analytics–A Review Based New
Model to Improve the Performances of Various Industry Sectors. International Journal of
Applied Engineering and Management Letters (IJAEML), 7(1), 67-91.
Nnaji, U. O., Benjamin, L. B., Eyo-Udo, N. L., & Etukudoh, E. A. (2024). A review of
strategic decision-making in marketing through big data and analytics. Magna Scientia
Advanced Research and Reviews, 11(1), 084-091.
Statista. (2024, April 4). Social Media Shapes Travel Experiences. Retrieved from
Statista.com:
Statista. (2024, July 26). The Younger The Traveler, The More International. Retrieved
from

Statista.com:

generation/
Theodorakopoulos, L., & Theodoropoulou, A. (2024). Leveraging big data analytics for
understanding consumer behavior in digital marketing: A systematic review. Human Behavior
and Emerging Technologies, 2024(1), 3641502.

Module 11: Critical Thinking Assignment
Building Your Research Plan to Build Customer Loyalty
Continue with your findings and feedback from last week’s discussion as you continue
with your research plan. Continue with the scenario you selected last week for this
research plan.
Build your research plan, include:
a. Identifying Data Sources
b. Channels for Analysis
c. Search Parameters and Source Languages
d. Research Methods
e. Developing a Hypothesis
f. Time Frame for Analysis
g. Identifying the Project Team
h. Determining the Depth of Analysis

c: Your company or company of your choosing
o

Task: You are a digital marketing specialist for a company.

Your well-written paper should meet the following requirements:
•

Be 5 to 6 pages in length, which does not include the pages for sections a,b,c,d,
from the previous work, but they should be included in the overall document, the
required title and reference pages, which are never a part of the content
minimum requirements.

•

Support your submission with course material concepts, principles, and theories
from the textbook and at least three scholarly, peer-reviewed journal articles
unless the assignment calls for more.

•

No AI Allowed, In-Text Citations, Recent and Scientific References, Real
examples.

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