# Universal Marketing Standards

## Overview

Cross-cutting marketing standards applicable to all content types and channels. These principles ensure consistent, effective, and ethical marketing practices.

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## Audience Targeting and Segmentation

### Target Audience Definition

**DO**:
- Define specific buyer personas with demographics, psychographics, and pain points
- Segment audiences by behavior, interests, and lifecycle stage
- Use data-driven insights to refine targeting
- Create content tailored to each segment

**DON'T**:
- Use generic "everyone" targeting
- Ignore audience research and data
- Apply one-size-fits-all messaging

### Segmentation Criteria

- **Demographics**: Age, gender, location, income, education
- **Psychographics**: Values, interests, lifestyle, personality
- **Behavioral**: Purchase history, engagement level, content preferences
- **Lifecycle Stage**: Awareness, consideration, decision, retention

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## Messaging Frameworks

### AIDA Framework

**Attention → Interest → Desire → Action**

1. **Attention**: Grab attention with compelling headlines
2. **Interest**: Build interest with relevant benefits
3. **Desire**: Create desire by addressing pain points
4. **Action**: Drive action with clear CTAs

### PAS Framework

**Problem → Agitate → Solve**

1. **Problem**: Identify the customer's problem
2. **Agitate**: Amplify the pain of the problem
3. **Solve**: Present your solution

### Value Propositions

**Components**:
- Clear statement of benefits
- Differentiation from competitors
- Specific, quantifiable outcomes
- Emotional and rational appeals

**Formula**: "We help [target audience] achieve [benefit] by [unique approach]"

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## Performance Metrics

### Key Metrics

- **CTR (Click-Through Rate)**: Clicks ÷ Impressions × 100
- **Conversion Rate**: Conversions ÷ Visitors × 100
- **ROI (Return on Investment)**: (Revenue - Cost) ÷ Cost × 100
- **CAC (Customer Acquisition Cost)**: Total Marketing Cost ÷ New Customers
- **LTV (Lifetime Value)**: Average Purchase Value × Purchase Frequency × Customer Lifespan
- **Engagement Rate**: (Likes + Comments + Shares) ÷ Reach × 100

### Tracking Requirements

- Set up conversion tracking for all campaigns
- Use UTM parameters for traffic source attribution
- Monitor metrics in real-time dashboards
- Establish baseline metrics before optimization

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## A/B Testing Methodologies

### Testing Framework

1. **Hypothesis**: "Changing [variable] will increase [metric] because [reason]"
2. **Variables**: Test one variable at a time (headline, CTA, image, etc.)
3. **Sample Size**: Ensure statistical significance (minimum 100 conversions per variant)
4. **Duration**: Run tests for at least one full business cycle
5. **Analysis**: Use statistical significance calculators (p-value < 0.05)

### Common Test Variables

- Headlines and subject lines
- CTA button text and color
- Images and videos
- Copy length and tone
- Layout and design
- Pricing and offers

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## Content Quality Standards

### Writing Standards

- **Clarity**: Use simple, direct language
- **Conciseness**: Eliminate unnecessary words
- **Accuracy**: Fact-check all claims and statistics
- **Readability**: Target 8th-grade reading level for general audiences
- **Grammar**: Zero tolerance for spelling and grammar errors

### Content Structure

- Use descriptive headings (H1, H2, H3)
- Break content into scannable sections
- Include bullet points and numbered lists
- Add visual elements (images, charts, infographics)
- Provide clear next steps

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## Ethical Marketing Practices

### Transparency

- Clearly disclose sponsored content and affiliate links
- Be honest about product limitations
- Avoid misleading claims or exaggerations
- Respect user privacy and data

### Inclusivity

- Use inclusive language (avoid gender, race, age bias)
- Ensure accessibility (WCAG 2.1 AA compliance)
- Represent diverse audiences in visuals
- Avoid stereotypes and cultural insensitivity

### Sustainability

- Avoid greenwashing (false environmental claims)
- Promote sustainable practices authentically
- Be transparent about environmental impact

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## Best Practices

### DO

✅ Research your audience thoroughly
✅ Test and iterate based on data
✅ Maintain consistent brand voice
✅ Prioritize user experience
✅ Follow legal and ethical guidelines
✅ Measure and optimize continuously

### DON'T

❌ Make unsubstantiated claims
❌ Use manipulative dark patterns
❌ Ignore accessibility requirements
❌ Spam or over-communicate
❌ Copy competitors without differentiation
❌ Neglect mobile optimization

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## Resources

- **Analytics**: Google Analytics, Adobe Analytics
- **A/B Testing**: Optimizely, VWO, Google Optimize
- **Audience Research**: SurveyMonkey, Typeform, UserTesting
- **Metrics Tracking**: Google Data Studio, Tableau, Mixpanel

