THE 5 ONLINE PERSONAS

5According to MasterCard, the 5 personas that are applicable to

segments of marketing, merchandising, and risk management are not differentiated based off of the expected age, income, and geography demographics. But instead, in terms of

online behavior.

17% PASSIVE USERS

Shopping online is of little value to passive users

They may use social media less than others

They may not realize why their personal information could be of use to marketers

Their lack of interest in in the online world makes them the idea customer segment for

traditional marketing (I.E. newspapers ads that encourage online shopping)

17% PROACT IVE PROTECTORS

Proactive protectors will share information only when they know what it will be used for

Such users are normally not interested in newsletters, membership of clubs, or trading in personal information for special offers or discounts

The best way to reach such customers is through making your shopping process quick

with no-strings-attached. Keep in mind, this is an important group to connect with

overtime.

21% SOLELY SHOPPERS

Solely shoppers are dependent on the internet for their shopping needs

90% of their shoppers research a product online before making a purchase

Most are unaware of how marketers use their information to personalize & retarget messages

Personalization, whether it be through price or retargeting is a method likely to work

well with such shoppers

21% OPEN SHARERS

Such shoppers are progressive both in their mobile & social attributes, showing open behavior in both cases

Open sharers genuinely believe shopping online saves them time & money

They are happy to share personal information in order to get deals

The grab the attention of these shoppers, consider partaking in mobile marketing,

special offers, & e-mail marketing

SIMPLY INTERACTORS

21% Heavy social media users

80% of simply interactors will surf the web for product reviews before committing to making a purchase

63% of these people still prefer to shop in a physical store

This is the perfect group to test your out your content marketing & Facebook, Twitter,

Instagram (etc.) interaction skills on.