Optimal target customer for online course offering self-development
Leitola, Joe (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205118538
https://urn.fi/URN:NBN:fi:amk-202205118538
Tiivistelmä
This research focused on finding a customer profile that can be used in modern advertising platforms to sell and direct traffic for online courses, that offer self development opportunities such as affiliate marketing, drop-shipping, and self publishing. The reason for this study was to give companies or individuals a base that they can start to optimize their campaign and sales funnels from already researched base. The author of this research will use this profile to save money on advertisement targeting costs as they do not need to use money for the preliminary research of potential target audience.
Study was conducted in two stages; an online survey done with Webropol system and interviews over Zoom, and transcription was done by using cloud computing software by AWS (Amazon web services). These two data were compared with the intention of finding a dominant party from each of the research areas (demographics, motivation, deciding purchase factor and price). Combination of the dominant party from all these areas are the optimal customer profile for online courses offering self-development.
Research found dominant parties from each of the areas researched and were able to create a target profile that can be used for a specific price range product of 1500-2500 dollars.
25- to 35-year-olds with a basic education and full-time employment is the demographic part of the profile. Motivation for purchase is unhappiness to current life and a need for change, need for more income and interest to the subject at hand. Proof of concept, information found from the interned and persuasion from the selling party was the majority reason for decision making process.
Although this research was able to create a profile, it will only offer a base line that can be effected by genre, location, language or other factors of the online course used that were not factored in for this research. This profile could be used for marketing content creation and development of product or service.
Study was conducted in two stages; an online survey done with Webropol system and interviews over Zoom, and transcription was done by using cloud computing software by AWS (Amazon web services). These two data were compared with the intention of finding a dominant party from each of the research areas (demographics, motivation, deciding purchase factor and price). Combination of the dominant party from all these areas are the optimal customer profile for online courses offering self-development.
Research found dominant parties from each of the areas researched and were able to create a target profile that can be used for a specific price range product of 1500-2500 dollars.
25- to 35-year-olds with a basic education and full-time employment is the demographic part of the profile. Motivation for purchase is unhappiness to current life and a need for change, need for more income and interest to the subject at hand. Proof of concept, information found from the interned and persuasion from the selling party was the majority reason for decision making process.
Although this research was able to create a profile, it will only offer a base line that can be effected by genre, location, language or other factors of the online course used that were not factored in for this research. This profile could be used for marketing content creation and development of product or service.