Post by nurnobisorker70 on Oct 31, 2024 5:41:26 GMT
Buyer Personas and Audience Segmentation : Why Great User and Customer Profiling Helps Your Business Grow
In a context where customer centricity is increasingly important, marketers and strategists find themselves having to change perspective, by implementing strategies that can no longer be separated from an in-depth knowledge of their target.
Selective, informed, less and less “loyal” and increasingly difficult to satisfy: faced with the modern consumer, a brand’s ability to create
relevant customer experiences
at every physical and digital point of contact undoubtedly plays a crucial role in its success.
A study conducted by Pwc in 2018 on a sample of 15,000 consumers from 12 different countries shows that around a third of customers say they are ready to “abandon” a brand after having had a bad shopping experience.
More than 65% of the sample surveyed among American consumers also declare that they greatly appreciate the possibility of having personalized customer experiences and affirm that these play a decisive role in the purchasing choice, 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 a virtual phone number service re they essential in a successful strategy?
Any good marketing strategy cannot be separated from a deep understanding of your target audience, i.e. your “ buyer personas”.
“A Buyer Persona is a semi-fictional representation of your ideal buyer based on data, interviews, and educated guesses. It’s essentially a definition of your ideal buyer presented in a way that makes it seem 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, concretely we can define a buyer persona as the archetype of its ideal customer built thanks to the different information collected.
It is therefore important for marketers and strategists to create model customer personas, taking into account the demographics , behavior , interests , goals or pain points of the potential user.
This data can be collected through interviews with real customers, surveys, market research, data analysis platforms such as Google Analytics, Facebook Audiences as well as through comparison with all business functions involved in the process.
In the phase of defining its buyer personas, it is important to go beyond the collection and analysis of socio-demographic data and to be able to bring out values, anxieties, frustrations, lifestyle habits, purchasing habits, that is to say all the values of the company. Psychographic information that we must Get to know our typical customer in depth : only in this way can we know their needs, anticipate their desires and create content and offers that are more in line with their expectations.
Customer data platform
Profile to know… with full respect for privacy
From excellent user and customer profiling and prospect knowledge, the best marketing strategies are born to grow your business: demographic information, browsing behavior, past and present, origin channels, purchasing habits and much more.
A Profiling strategy , to be advanced, must result from a very precise data collection process that includes both the analysis and collection of data during the user's browsing and purchasing process through, for example, the cookie system, and through the collection of data released more directly by the user through the filling of forms .
In both cases, of course, always with 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 data types that may be useful for user profiling and segmentation:
Demographic data
(Name, First name, Gender, Address, Telephone, Email, etc.)
data on purchasing behavior (number of products purchased, date of last purchase, etc.)
behavioral data (what the user has visited in the past, such as product, categories, brands, etc.)
real-time data
(what the user is doing while browsing the site)
Customer Data Platform : The Future of Marketing is Here
Buyer personas: who are they and what are they for?
Data collection, but not only: the other fundamental aspect to implement an effective personalization marketing strategy also involves audience profiling and segmentation .
This is perhaps where using a Customer Data Platform ( CDP ) can really make a difference. Without getting too technical, it can be defined as a platform that allows you to collect data from multiple sources and normalize it into a single customer view, allowing you to have a 360° view of the individual user.
All this translates into the possibility 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.
Precise and dynamic segmentation is therefore the key to a winning marketing strategy because it allows you to interact and communicate with the user by showing them coherent content that meets their expectations at the most opportune moment.
From buyer personas to personalization marketing: when the method makes the difference
Defining buyer personas makes it much easier to personalize the customer journey . However, it is still essential to have the right method to develop the strategy .
Blendee meets marketers and strategists by revealing the right steps for a winning method based on personalized “ experiences” for different segments.
It starts with the identification of the Buyer Persona and its characteristics, continues with the choice of filters and segments , then creates campaigns and experiences and finally chooses the individual actions to be implemented on the different channels.
The result? Providing each customer and potential customer with personalized and valuable experiences, paving the way for their loyalty .
In a context where customer centricity is increasingly important, marketers and strategists find themselves having to change perspective, by implementing strategies that can no longer be separated from an in-depth knowledge of their target.
Selective, informed, less and less “loyal” and increasingly difficult to satisfy: faced with the modern consumer, a brand’s ability to create
relevant customer experiences
at every physical and digital point of contact undoubtedly plays a crucial role in its success.
A study conducted by Pwc in 2018 on a sample of 15,000 consumers from 12 different countries shows that around a third of customers say they are ready to “abandon” a brand after having had a bad shopping experience.
More than 65% of the sample surveyed among American consumers also declare that they greatly appreciate the possibility of having personalized customer experiences and affirm that these play a decisive role in the purchasing choice, 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 a virtual phone number service re they essential in a successful strategy?
Any good marketing strategy cannot be separated from a deep understanding of your target audience, i.e. your “ buyer personas”.
“A Buyer Persona is a semi-fictional representation of your ideal buyer based on data, interviews, and educated guesses. It’s essentially a definition of your ideal buyer presented in a way that makes it seem 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, concretely we can define a buyer persona as the archetype of its ideal customer built thanks to the different information collected.
It is therefore important for marketers and strategists to create model customer personas, taking into account the demographics , behavior , interests , goals or pain points of the potential user.
This data can be collected through interviews with real customers, surveys, market research, data analysis platforms such as Google Analytics, Facebook Audiences as well as through comparison with all business functions involved in the process.
In the phase of defining its buyer personas, it is important to go beyond the collection and analysis of socio-demographic data and to be able to bring out values, anxieties, frustrations, lifestyle habits, purchasing habits, that is to say all the values of the company. Psychographic information that we must Get to know our typical customer in depth : only in this way can we know their needs, anticipate their desires and create content and offers that are more in line with their expectations.
Customer data platform
Profile to know… with full respect for privacy
From excellent user and customer profiling and prospect knowledge, the best marketing strategies are born to grow your business: demographic information, browsing behavior, past and present, origin channels, purchasing habits and much more.
A Profiling strategy , to be advanced, must result from a very precise data collection process that includes both the analysis and collection of data during the user's browsing and purchasing process through, for example, the cookie system, and through the collection of data released more directly by the user through the filling of forms .
In both cases, of course, always with 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 data types that may be useful for user profiling and segmentation:
Demographic data
(Name, First name, Gender, Address, Telephone, Email, etc.)
data on purchasing behavior (number of products purchased, date of last purchase, etc.)
behavioral data (what the user has visited in the past, such as product, categories, brands, etc.)
real-time data
(what the user is doing while browsing the site)
Customer Data Platform : The Future of Marketing is Here
Buyer personas: who are they and what are they for?
Data collection, but not only: the other fundamental aspect to implement an effective personalization marketing strategy also involves audience profiling and segmentation .
This is perhaps where using a Customer Data Platform ( CDP ) can really make a difference. Without getting too technical, it can be defined as a platform that allows you to collect data from multiple sources and normalize it into a single customer view, allowing you to have a 360° view of the individual user.
All this translates into the possibility 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.
Precise and dynamic segmentation is therefore the key to a winning marketing strategy because it allows you to interact and communicate with the user by showing them coherent content that meets their expectations at the most opportune moment.
From buyer personas to personalization marketing: when the method makes the difference
Defining buyer personas makes it much easier to personalize the customer journey . However, it is still essential to have the right method to develop the strategy .
Blendee meets marketers and strategists by revealing the right steps for a winning method based on personalized “ experiences” for different segments.
It starts with the identification of the Buyer Persona and its characteristics, continues with the choice of filters and segments , then creates campaigns and experiences and finally chooses the individual actions to be implemented on the different channels.
The result? Providing each customer and potential customer with personalized and valuable experiences, paving the way for their loyalty .