From the course: Building an Integrated Online Marketing Plan
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Creating a customer persona
From the course: Building an Integrated Online Marketing Plan
Creating a customer persona
- In our previous video, we looked at grouping customers according to their need. We developed this with a persona. You see, not all of your customers are the same. Just by looking at what people need or what need they're trying to satisfy, we can see that there are multiple motivations of what people are trying to achieve. Even with just a vacation, there are a number of reasons that people will use to go on a vacation, a lot of expectations as to what they want out of that. And so in order to market effectively, we need to understand what motivations people have and be able to speak to those motivations. Otherwise, our marketing is very broad and we don't speak to the needs of anybody. The first way most people will try to group their customers is through demographics. Demographics are the typical age, income, region, social status, more of a socioeconomic view of people. But what demographics fail to provide are motivations, needs, a specific identity to our typical customer. It…
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