In any type of structure, defining its targets is essential. These targets use the term persona in marketing. Without the description of these personas, all strategies cannot work. We do not know who we are addressing, we do not know their expectations and we cannot measure our strategic actions. So let's see together how to set up a definition of your personas.In marketing terms, the persona is an imaginary character. Its purpose is to represent part of the targets for marketing development. The definition of personas is specific to each company. Indeed, a company manufacturing vacuum cleaners will not have the same target as a lighting seller. The persona is therefore a fictitious person, responding to a specific target and responding to an adapted strategy. poland whatsapp data
This concept was created by Alan Cooper in his book The inmates are running the asylum . The latter is a pioneer developer in thinking about software design taking into account the end user. He develops through this concept the fact that it is necessary to create scenarios so that the end user is as satisfied as possible.
Marketing has therefore appropriated this concept to be able to improve its customer experience.To create your personas, you need to define criteria that apply to each person. These criteria fall into different categories:
A first based on social criteria, that is to say: age, profession, marital status, place of residence.
A second part concerns what the persona is, that is to say the adjectives which qualify it as well as a brief biography.
Thirdly, all of their aspirations. This category responds to the objectives that the persona sets for themselves, their interests and their constraints on consumption.
Then in a final part how it positions itself in relation to modern technologies and its reference brands.