Selective, informed, less and less “loyal” and increasingly difficult to please: when faced with the modern consumer, a brand’s ability to create relevant customer experiences at every physical and digital touchpoint undoubtedly plays a crucial role in its success.
A research conducted by Pwc, in 2018 on a sample of 15,000 consumers from 12 different countries, shows how approximately one third of customers declare themselves ready to “abandon” a brand after having had a bad purchasing experience.
Furthermore, over 65% of the sample of American consumers interviewed declare that they greatly appreciate the possibility of living personalized customer experiences and affirm that these play a decisive role in the choice of purchase, much more than advertising .
Welcome to the era of customer centricity, a new paradigm, many personalization marketing strategies to implement.
Buyer Personas: What are they and why are they essential to a successful strategy?
Any good marketing strategy cannot ignore an in-depth knowledge of your target audience, or your “ buyer personas” .
“A Buyer Persona is a semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses. It's essentially a definition of your ideal buyer presented in a way that sounds like it's talking about a specific person.”
With these words HubSpot defines the concept of buyer personas: technically it is a fictitious representation of the target audience , practically we can define a buyer persona as the archetype of your ideal customer built thanks to the various information collected.
For marketers and strategists, it therefore becomes important to create models of typical customers, taking into account the demographic characteristics , behavior , interests , objectives or difficulties of the potential user.
Such data can be collected through interviews with real customers, surveys, market studies, data analysis platforms such as Google Analytics, Facebook Audiences as well as by comparing them with all the company functions involved in the process.
In the phase of defining your buyer personas, it is important to go beyond the collection and analysis of socio-demographic data and be able to bring out values, anxieties, frustrations, lifestyle and purchasing habits, or all the psychographic information that we need to know our typical customer in depth : only in this way can we understand their needs, anticipate their desires and create content and offers more in line with their expectations.
customer data platform
Profile to know…in full respect of privacy
From an excellent profiling of users and customers and from the knowledge of prospects, the best marketing strategies are born to grow your business: demographic information, browsing behavior, past and present, channels of origin, purchasing habits and much more.
A profiling strategy , to be advanced, must arise from a very accurate data collection process that includes both the analysis and collection of data during the user's navigation and purchasing process, for example through the cookie system, and through the collection of data released more directly by the user by filling out forms .
In both cases, of course, always in full respect and protection of the user's privacy and in compliance with the new GDPR directive on the protection of personal data.
Here are some examples of types of data that can be useful for user profiling and segmentation:
demographic data (Name, Surname, Gender, Address, Telephone, email, etc.)
purchasing behavior data (Number of products purchased, last purchase date, etc.)
Behavioral data (What the user has visited in the past, such as product, categories, Brand, etc.)
real-time data (what the user who is currently browsing the site is doing)
Customer Data Platform : The Future of Marketing Starts Here
Buyer Personas: Who They Are and What They Are For
Data collection, but not only: the other fundamental aspect for implementing an effective marketing personalization strategy also involves audience profiling and segmentation .
It is perhaps precisely at this stage that the use of a Customer Data Platform ( CDP ) can really make a difference. Without wanting to delve too deeply into the technical aspects, it can be defined as a platform that allows you to collect data from multiple sources and normalize them at the single customer view level , thus allowing you to have a 360° view of the individual user.
All this translates into the possibility list of antigua and barbuda consumer email of being able to profile different users based on the data collected and thus being able to collect them in clusters based on common data, creating segments that can be updated in real time.
Accurate and dynamic segmentation is , therefore, the key to a successful marketing strategy as it allows you to interact and communicate with the user by showing coherent content in line with their expectations at the most appropriate time.
From buyer personas to marketing personalization activities : when the method makes the difference
Defining buyer personas greatly facilitates the personalization of the customer journey . However, it remains essential to have the right method for developing the strategy .
Blendee meets marketers and strategists by revealing the right steps for a winning method based on personalized “ experiences” for various segments.
We start by identifying the Buyer Persona and its characteristics, we continue with the choice of Filters and Segments , subsequently we create Campaigns and Experiences and finally we choose the individual Actions to be implemented on the different channels.
