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

6

No digital plan (but digitally active)

7

Poor integration between online and offlinemarketing communications

8

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