From the course: Marketing Foundations: Customer Decision Journey
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Define buyer persona
From the course: Marketing Foundations: Customer Decision Journey
Define buyer persona
- Did you know that the average number of advertisement and brand exposures, ranging from TV, print or online ads to in-store signs, to emails, to content marketing, per day, per person is over 5,000. So if the average person is hit with so many brand messages per day, how do you break through all that clutter to be relevant and connect with your customers with the right message in the right marketing touch points? Through insight driven buyer personas. A buyer persona is a research-based representation of your customer. It includes demographics such as age, gender or geography and it includes attitudes, behaviors and motivations. A buyer persona describes who the customer is, their goals, their concerns and how they think. It includes the decision criteria you need to address to win their business such as how they receive information, how they weigh and evaluate different options and when and where they decide to buy. So…
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