1. What for? 

What is the goal of my marketing activity?

- What am I doing this or that website for?

- Why am I doing this or that online marketing campaign?

The answer to the “what for”, ie the goal of a marketing activity measurable be and outside of marketing itself lie.

For example:
We would like to increase the number of inquiries in the first quarter by 20% compared to the previous year.

2. To whom?

Who is my marketing activity for?

Nowadays it makes less and less sense to define a rigid customer group, e.g. female, from 18-27 years. Instead, the so-called comes Buyer persona for use. A customer profile with detailed information such as gender, place of residence, marital status, age, job, income, children, interests & hobbies, wishes & needs, problems etc.

3. What?

Which advertising message should be communicated to the customer so that he buys. When formulating and designing the advertising message, the question should be:

“What should the buyer persona do once it comes into contact with the marketing activity?”

The most important decision criteria when buying are often the answers to the wishes, needs and problems of the buyer persona. It is preferable to apply best practice, which has already worked for others.

4. How?

Which channels should the message “3. What? ”To the Buyer Persona“ 2. For whom?"