The importance of buyer personas in a digital strategy

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By Rodrigo Freitas

It is no longer a novelty that we live in the digital age. There has never been so much progress in all spheres. Internet of Things and Artificial Intelligence are revolutionizing the world we have known so far. In a current scenario, the interactions have taken another proportion. It does not matter if we are baby boomers, generation X or millennials, we are all daily impacted by technology.

We do not have to go to the bank to pay a bill, worry about losing a file that’s in the cloud or even going to or calling a pizzeria. Nowadays it is even possible hold a wake in an online environment.

When we talk about communications, it is not necessary to turn on the radio, television or go to the street to be impacted by ads. By accessing social networks, sites, email or searching for a product or service on Google, we are bombed by them. Who has never researched a product or service and soon after, when surfing the web, was surprised by an advertising piece of that item?

Currently, there is a heated discussion about ” espionage ” of conversations, with the use of microphones coupled in smartphones. The subject, which is controversial, has legs every now an then. So much that, in 2017, the Brazilian advertising website Brainstorm9 even created a term for the subject, “Cumbucagate.”

Just to get an idea of ​​the impact of advertising in the digital environment, in the third quarter of 2018, Facebook’s revenue was $ 13.7 billion, while in 2017 over the same period, revenue was $ 10.3 billion, in other words, an increase of 33%. Among the factors that provided the increase is advertising (area that represents 92% of the total).

In additin to living in the digital age, we also experience the age of informational obesity. In order to publicize and increase market share, respectively, brands and companies unload information.

But what makes communication effective? How can companies and brands stand out in the digital environment?

Benefits of creating buyer personas

Although many organizations and / or companies still use the well-known concept of “target audience”, the creation of buyer personas becomes a key element in a Digital Marketing strategy.

Unlike the target audience, a broad group of consumers or users with related profiles (such as socioeconomic characteristics) who are predisposed to consume certain products or services, buyer personas are real customer archetypes, that is, characters that represent an ideal customer that has connection with the company, brand, product or service.

The adoption of personas is essential to direct the activations in the digital environment. Through the creation of these social actors, it is possible to establish a strategic communication line that will dialogue with the right public, that is, the communication will not “bark up the whole forest”, but it will be accurate.

The use of personas provides authenticity in the production of contents and pieces, because in this sense, the ideal formats for each activation are taken into account. When we think of personas working on the message, it does not become a commodity because you think about the needs of the beneficiaries. Language is not plural, but it respects the characteristics of each entity.

In this sense, content will not be the same for all audiences, but will take into account issues such as age, gender, linguistic characteristics, professional field, motivations, interests, personal tastes, schooling, “sorrows”, among other contexts.

Still based on the user’s journey, the creation of buyer personas allows the communication to understand which are the social networks indicated for each type of audience.

It also makes it easy for ad delivery to be non-random, as it will take into account the user’s purchase journey, including learning and discovery, problem recognition, consideration of the solution, and purchase decision.

By defining the profile of an ideal customer, marketing actions become more assertive. The business gains notoriety and becomes competitive.

What about you? Have you mapped and built the buyer personas of your brand and / or organization?

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