The Power of Personas
Yannick van Hierden
https://9clouds.com/blog/from-clicks-to-sales -how -auto-leads-move-through-digital-car-sales-funnel/
Economist.com
SensisSocialMediaReport,2017
Social media channel usage
SensisSocialMediaReport,2017
Social media channel usage
Why do people fail at digital marketing?
Unclear responsibilities
No specific objectives are set Silo operation
Not customer centric
Insufficient budget
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No digital plan (but digitally active)
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Poor integration between online and offlinemarketing communications
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Focus on wrong metrics
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Your voice
Your audience
HourglassContent
Engage
Customercentricity
Minimum viable persona
Segmentation
PersonasYour
audience
Forget what you think is right
Demographic
Geographic
Behaviour
Psychographic
A range of segmentationbases should be examined:
Segmentation
Demographic Geographic Psychographic Behaviour
AgeGenderCountry of BirthNationalityRace/EthnicityReligionIncomeEducationHeightWeightNumber of childrenLanguage spoken
CountriesRegionsCitiesTownsNeighbourhoodsCommunitiesRural, suburban, urban areasClimate
MotivatorsChallengesEmotions ValuesAttitudesSocial & cultural normsIntentionsOpinionsKnowledgeAwarenessActivities(Cultural) interestsLanguage nuancesSkillsRole models/Idols
Targeted behaviourProduct/service interactionsPurchase historyRelevant habitsMedia consumption patterns (offline and online)Social media channelsMobile phone useHobbies
Dietrich, T. (2017), Segmentation in Social Marketing: 5 Steps to Success, in: Dietrich, T., Rundle-Thiele, S., & Kubacki, K., Segmentation in Social Marketing: Process, Methods and Application. Singapore: Springer.
Segmentation bases
Fictitious, specific concrete representations of target users’ that
share common characteristics
A persona makes it easier for you to build meaningful content
Hypothetical archetype of real users
(Pruit & Adlin, 2006, p.11)
The more accurate and real the persona the better the understanding of
the company to tailor to the customers wants and needs
(Long, 2009)
What is a persona?
How to build personas?
Identify ad hoc personas
Process the data
Create skeletons
Prioritise the skeletons
Develop selected skeletons into personas
Validate your personas
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Adlin,T.,&Pruitt,J.(2010).TheEssentialPersonaLifecycle:YourGuidetoBuildingandUsingPersonas.Burlington,USA:MorganKaufman.
DemographicsPsychographics
Behaviour
Identify your most viable persona
Data sources
Analytics Email Client ERP/CRM Social Media Colleagues
Available data
Surveys Interviews
New data
Customers are more curious, demanding, and impatient
than ever before
Time for action
Digital Marketing MasterclassWhen: 21 May 2018
Where: Brisbane
Time: 9:00am – 4:00pm
Price: $399 (early bird rate ends 27 April 2018)
griffith.edu.au/digital-marketing-masterclass