What is Persona and why do brands need it when marketing?

In the ever-evolving world of marketing, Understanding your business's target audience is the key to success. However, there is a powerful tool to achieve this called Persona, or person modeling, which is a fictional representation of your ideal customer created by collecting data and insights about your target market. Today we will understand about the concept of The people model is an indispensable part of marketing strategy. For businesses that want to connect with their audience on a higher level.

What is Persona? How did it come from?

A customer persona, in the context of marketing, is a person model that captures the characteristics, behaviors, motivations, and preferences of a particular audience in a target market. It is not just a general person profile, but a detailed representation of a person who symbolizes the general characteristics of a specific audience. That requires extensive research. This includes data analysis, market surveys, interviews and customer feedback gathering. By collecting and analyzing this information, businesses are able to create personalities that summarize specific characteristics. And the needs of the target audience, the creation of a personal model is to create a fictional character that you create based on research. and represent your market segment.

The history of modeling people to create marketing strategies can be traced back decades. Its evolution is dictated by advances in research on consumer behavior market segmentation and the growing demand for personalized marketing strategies. Here's an overview.

Market segmentation

By the mid-20th century, market segmentation had become a fundamental concept in marketing. Researchers and marketers have realized that treating all consumers the same doesn't work. They then began segmenting the market based on demographic, geography, psychology and behavioral factors.

Beginning of Buyer personality model

The concept of the person model arose out of a need for user experience (UX) design in the late 20th century. Software developer Alan Cooper introduced the concept of In his book "The Inmates Are Running the Asylum," published in 1999, Cooper proposed that designing software with the original user in mind would make software friendly. with users and more efficient

Marketing recognition

Marketers realize the potential of creating person model To understand and connect with the target audience They adapted the concept of user characteristics and introduced Also known as “buyer traits” or “marketing traits,” buyer personalities focus on representing the characteristics, behaviors, and motivations of specific groups of customers. It allows marketers to tailor their strategies and messages accordingly.

Advances in data collection and analysis 

with the growth of digital marketing Data collection and analytics techniques have therefore been greatly improved. Market research, customer surveys. online analytics And social media monitoring allows marketers to gather more accurate and detailed insights about their target audience. These insights, or insights, have become the foundation for creating a more detailed and more data-driven ideal customer persona.

Personality development framework

 

As the demand for personality increases Several personality development frameworks have emerged to guide marketers through the process. These frameworks offer a structured approach for conducting research. data analysis and create a comprehensive personal profile. Featured frameworks include “Five Rings of Buying Insight” by Adele Revella.

Integration with customer journey maps

People models are combined with customer journey mapping, a technique used to understand touchpoints and interactions. that customers have with the brand By aligning the personality with the steps of the customer journey. Marketers therefore gain a deeper understanding of how to attract and convert customers at various stages. of the purchase path

Personal Marketing and Relationships

The Rise of Marketing Personalization driven by advancements in technology and data analytics. Emphasizing the importance of doing People Models Businesses realize that delivering experiences Content and messaging tailored to different customer segments. It inevitably leads to higher engagement, conversions and customer loyalty. Personal Marketing It plays a key role in driving personalized and relationship marketing strategies.