Marketing 0

Developing a Persona

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The resulting brief fictional depiction of a customer segment with all
four variables is called a persona. Here is an example of a persona:
John is a 40-year-old digital marketing manager who has 15
years of experience and currently works for a major consumer-
packaged-goods company. He is responsible for designing,
developing, and implementing marketing campaigns across
digital media and reports to the marketing director.
The director measures John's performance by the overall brand
awareness and online conversation rates in e-commerce
channels. Aside from striving to improve performance based on
the metrics, John is also highly cost-conscious and believes that
digital marketing spending should be as efficient as possible.
To manage everything, John works with his staff and also
digital marketing agencies. He has a team of five people
reporting to him, each handling different media channels. He
has contracts with an SEO agency that helps manage the
website as well as a social media agency that helps with
content marketing.