Research is
king – so now it’s time to set aside our presumptions and get down to who is
really our product / or cause’s audience really is. Well, for me this was a very revealing
experience, upon conducting my research I found that Under Armour’s audience is
more women that male, and is most likely to be in school or associated with
college sports.
Keyword searches show that people who search the brand frequently
use the keyword “new,” in conjunction with their search more often than any
other keyword (KewordSpy, n.d.). This
shows me that my initial conclusions about UA buyers wanting what “new,” or
trendy was accurate.
Also, the second most used keyword in conjunction with the brand
show that colleges and universities and their branded sports equipment is very
highly searched. It seems there is a
very large niche market that is specific to collegiate sports – a sector known
for having young people with disposable incomes. My initial ad hoc persona had the age group
as 18-25 – so it seems that is very accurate to the age of college students, so
this was correct as well.
In addition to that I found that while I had initially presumes
that the main audience was male, careful analysis of .com traffic and search
words indicate that under armour is actually more followed by women and
adjusting or adding a persona that is female would be highly advantageous.
References:
Actionable Analytics for the Web. (n.d.). Retrieved March
16, 2015, from http://www.alexa.com
Digital Marketing Optimization Solutions | Compete. (n.d.).
Retrieved March 16, 2015, from http://www.compete.com
Social Media Search Tool | WhosTalkin? (n.d.).
Retrieved March 16, 2015, from http://www.whostalkin.com/search?q=under
armour&x=0&y=0
KeywordSpy. (n.d.). Retrieved March 16, 2015, from http://labs.keywordspy.com/plugin/?n=
Keyword Research & Keyword Tracking
Categories. (n.d.). Retrieved March 16, 2015, from http://www.keywordspy.com
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