In this video, Steve Robinson introduces the Known-Unknown Audience Matrix, a powerful tool that can help marketers better understand their target audience and develop effective marketing strategies to reach them.
- The Known-Unknown Audience Matrix categorizes your audience into four groups based on their level of familiarity with your brand: known knowns, known unknowns, unknown knowns, and unknown unknowns.
- The known knowns (KK) quadrant represents your existing customers or clients, they know who you are and you know who they are.
- The known unknowns (KU) quadrant represents people who you know, they are in your database, but they do not know you.
- The unknown knowns (UK) quadrant represents people who know you, but you do not know them, they are not in your database.
- The unknown unknowns (UU) quadrant represents people who are entirely unfamiliar with your brand, and you do not know them.
- Each quadrant requires a different marketing strategy to reach effectively, such as providing relevant content for known knowns or investing in various marketing channels for unknown unknowns.
The Known-Unknown Audience Matrix is a powerful tool that can help marketers better understand their target audience and develop effective marketing strategies to reach them. By tailoring your marketing efforts to meet the needs of each quadrant, you can build long-term relationships with your target audience and grow your business in today’s ever-changing business environment.
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