Buyer Persona, SMART Objectives, and Digital Strategy for Shangri-La Hotel in Sydney

Buyer Persona Profile

This assignment is the continuation of assessment 1 which is attached. Assessment 1 was on Shangri-La Hotel in Sydney. Based on the findings of assessment 1 we need to write buyers persona, SMART objectives and digitial strategy with 3 digital and 1 traditional/ offline. every jujstification needs an example. Buyer persona  Profile is perceptive and insightful, and directly relates to plan. Uses insights beyond demographics. Map exactly matches buyer journey.Also do not focus on demographics persona instead consider: WHAT – a description of your buyer persona’s goals in relation to the products or services they are looking for WHERE – a description of where your buyer persona spends their time both online and offline CONTENT – a description of the types of content that your buyer persona prefers CHANNELS – a description of the type of social networks and other channels that your buyer persona prefers to access and uses regularly TRUST TOUCHPOINTS – a description of the perceived solutions that help build the buyer persona’s trust– a description of issues and challenges that hinder the buyer persona from finalising a sale CUSTOMER OR INFLUENCER – identify the role of your buyer persona as a customer (e.g., parent), a consumer (e.g., child), an influencer or a combination of all three “They say” – use sample quotes from your buyer persona to make them come alive “We say” – use sample quotes of the messages that you might send to your buyer persona in your communications KEYWORDS – what are they keywords or phrases that you will associate with your buyer persona? Please also include a buyer journey map to briefly illustrate how the buyer persona makes decisions [also enables you to justify your digital strategies later on]. Set SMART objectives : Objectives are thoroughly and skillfully constructed, building on knowledge gained from environmental analysis and audit (e.g., SWOT). Objectives seamlessly match buyer persona. Strategy (Digital Strategies) Identifies an insightful collection of digital strategies that are highly relevant to the selected brand and buyer persona. Justification is comprehensive and well supported by theory. (Cohesion) Integration and originality in the selection and handling of relevant cohesive tools to build and justify a comprehensive strategic digital marketing plan. Wide range of appropriate sources integrated in a systematic way. Communication 5/50: The report has little to or no spelling and/or grammatical errors. The structure of the report is consistent with the outline in the task section. Both in-text referencing and reference list have been accurately and consistently applied 1. Cover sheet stating student name, student number, and word count of the introduction, main body, and conclusion sections of the report 2. Executive summary (maximum half a page using bullet points) 3. Table of contents 4. Introduction 5. Main body: , Digital marketing objectives, strategy(3 digital and 1 traditional 6. References 7. Appendices I have also attached marking guide which will help to write for scoring. As well as i have also attached assessment 2 template given by professor on how to write and what to write so please refer and follow assessment 2 template to write the assignment Refer textbooks