What do we mean by the term “marketing persona”?
Defining marketing personas as archetypal characters created to represent different types of customers and audiences.
According to their demographics, behaviors, and habits, they respond similarly to websites and products.
What is the purpose of marketing personas?
In order to begin appealing to consumers, we must identify their goals, desires, and limitations. Many decisions are made using marketing personas, such as how to respond to the public, the characteristics of the product, what type of service to provide, and how to design.
The things marketing personas are NOT
Our purpose is to never refer to one single client—although the phrase tends to be singular. Instead, we are considering a group of hypothetical customers who exhibit some common behavioral traits.
User groups are often based on skills, hobbies, ages, and interests. The emphasis, however, can vary from company to company.
Benefits of creating a persona
- It is important for the marketing team to convey the same message consistently.
- Defining leads more clearly.
- An improved understanding of the wants and needs of customers within the organization.
- Identifying where your customers spend their time. Consequently, content can be targeted more effectively and advertising can be more effective..
- Better quality leads.
- Targeted analytics.
Basic questions during the creation of a marketing persona
- In what age range would you describe the "group"?
- What is the educational level of the "group"?
- What is the social interests of the "group"?
- What is the working status of the "group"?
- What is the typical work experience of the "group"?
- Can you tell how the "group" obtains its information? Is it by television, the internet, Facebook, LinkedIn, Twitter, etc?
- What three adjectives would the "group" used to describe themselves?
We created a persona, but how do we use it?
The marketing team is informed of the features, functionality, and content needed for specific personas after the features, functionality, and content are determined. A team determines the appropriate way to communicate and the content to develop. Following this, the data is used to implement the marketing strategy.
Data analysis through marketing personas based on qualitative and quantitative research
Methods of qualitative market research are subjective and targeted toward a narrow group of potential buyers.
An objective of qualitative research is to understand the possible range of preferences and beliefs of buyers.
It aims to project the results of a market-wide survey using quantitative methods. Statistical models are built in an effort to explain what is observed by classifying features, counting them, and constructing statistical models. While quantitative data are more efficient, they may ignore details and cannot test hypotheses as effectively as qualitative data.
