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Persona Marketing
Kate Kotzea@katekotzea #trendigitalsf
Detailed representations of the different segments of your target audience
Visitors Visitor data & behavior
Persona 1
Persona 2
Persona 3
mom’s
businesses
Connect with your purchase cycle
How To Get Started
How To Use the Data
How To Influence
Bottom Line
Age | Geography | Lifestyle | Purchase Behavior | Product Use
where to look for data
Location
Gender
Age
Engagement & Loyalty
• Live locally• Female• 55-65• Recent customer• High purchase
• Live locally and regionally• Male• 25-40• Long time customer• Frequent, smaller purchases
Persona 1 Persona 2
• Wants to stay active, took up biking recreationally
• Rides on bike trails with husband or grandkids
• Looking for comfort
• Avid bicyclist • Rides to work• Participates in Tour de
Kota and other races• Looking for performance
Peggy George
gather additional data
–Website downloads–Email signup forms–Event registrations–Dynamic forms
How To Get Started
How To Use the Data
How To Influence
Bottom Line
• Wants to stay active, took up biking recreationally
• Rides on bike trails with husband or grandkids
• Looking for comfort
• Avid bicyclist • Rides to work• Participates in Tour de
Kota and other races• Looking for performance
Peggy George
Email Marketing
Dynamic Web Content
Media Placement & Creative
Personalized marketing emails receive 29% higher open rates and 41% higher click-through rates. (Experian)
42% increase in CTR.123% increase in conversion rate.141% increase in revenue per campaign.
Personalized ads convert 10 times better than ordinary ads(Invesp)
• Wants to stay active, took up biking recreationally
• Rides on bike trails with husband or grandkids
• Looking for comfort
• Avid bicyclist • Rides to work• Participates in Tour de
Kota and other races• Looking for performance
Peggy George
Graphics & MessagingPlacementCalls to ActionRemarketing
How To Get Started
How To Use the Data
How To Influence
Bottom Line
13% increase
upsell opportunities
35% vs. 70%
– Identify main persona groups –Personalize content –Look for conversion metrics to help
develop business decisions
Thank You!
Kate Kotzea@katekotzea #trendigitalsf