Using Persona Information in Digital Marketing
A persona refers to a fictional representation of a company’s ideal customer. Persona information gives an insight into customers’ demographics, behavioral patterns, and psychological influences. Marketers create personal information to help them in digital marketing campaigns. Among others, the information helps them figure out the interests and preferences of ideal customers, hence making marketing messages that align with those interests. Essentially, personas help marketers build reliable insights to push digital marketing campaigns. Get in touch with us at eminencepapers.com. We offer assignment help with high professionalism.
One of the key roles of personal information is to ensure effective messaging and communication between a marketer and the target audience. It would be hard for a marketer to create an effective marketing message if they do not understand the target audience. However, with personal information, the marketer understands the audience, which helps the marketer use a language that resonates with the target audience (Salminen et al., 2018). Also, understanding the target audience helps the marketer decide which channels they will use to pass the message (Salminen et al., 2018). For instance, if a company targets college students, TikTok may be the best platform to use. As long as persona information is accurate, marketers are in a better position to target potential customers.
Another use of personal information for digital marketers is to develop a targeting and advertising plan. Personal information may include habits associated with internet activity, such as browsing history and research behaviors (Akre et al., 2019). For instance, the company can leverage this information for ad targeting and the channels that may be used. Persona information offers an understanding of the target audience’s core, helping businesses build effective digital marketing strategies.
In summary, personal information is the ideal representation of a company’s customers. Among others, personal information allows digital marketers to create an effective message based on the target audience’s interests. Also, persona information helps digital marketers build a marketing and advertising strategy based on the target audience’s online activity.
References
Akre, V., Rajan, A., Ahamed, J., Amri, A. A., & Daisi, S. A. (2019). Smart Digital Marketing of Financial Services to Millennial Generation using emerging technological tools and buyer persona. IEEE Xplore. https://doi.org/10.1109/ITT48889.2019.9075106.
Salminen, J., Jansen, B. J., An, J., Kwak, H., & Jung, S. (2018). Are personas done? Evaluating their usefulness in the age of digital analytics. Persona Studies, 4(2), 47–65. Researchgate. https://doi.org/10.21153/psj2018vol4no2art737.
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Discuss two ways a marketer might use persona information in a digital marketing campaign and provide specific examples to illustrate each.
Using Persona Information in Digital Marketing
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