3040MKT Digital and Social Media Marketing

Design a digital hourglass for your client. In most cases it is easiest to create 1 hourglass for 1 specific persona. However, if you feel that your hourglass can cater to multiple personas that is fine too.

o Use the “hourglass table template” to complete this section.

o Develop digital objectives (measurable and time bound) for each of the seven stages of the hourglass (awareness, exploration, consideration, trial, conversion, loyalty, advocacy)

Make sure you develop micro/macro conversion measures as well as performance metrics for each of the stages so you can make sure you can evaluate the success of each of those stages