Advanced Marketing LabThe online tools for a performance e-marketing strategy

Serena Pasqualetto

serena.pasqualetto@unipd.it

LESSON #4: CREATING YOUR BUYER PERSONAS

Creating your buyer personasLESSON #4

Definition of buyer persona

“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.”

[Source: Hubspot]

Developing a buyer persona

Source: revenuebuilderblog.com

Different generations

Source: ihumanmedia.com

Demographic

This section takes into consideration population segments. Here are a few examples of areas that you'll want to think about here:

Source: revenuebuilderblog.com

- Where are they from?- Is gender important here?- What age group does your ideal

customer fall into?- What about education levels?- Is parental status important?

Psychographic

This section takes the way your ideal customer thinks into consideration. Here are a few questions to ask yourself here:

Source: revenuebuilderblog.com

- What brands do they identify with?- What aspirations do they have?- What kinds of hobbies do they enjoy?- What are their interests?

Behavioural

This section helps you to understand how your target customer behaves. Here are a few questions to ask yourself here:

Source: revenuebuilderblog.com

- What kind of products/items have they bought previously?- What kind of sites do they visit online?- What kind of apps do they use on their phone/tablet?

Environmental

This sections helps you to understand the environment that your ideal customer lives in.

Source: revenuebuilderblog.com

- What languages do they speak?- What country/countries do they live in?- What payment methods do they have available to them?- What modes of transport do they normally use?

An example of buyer persona

Source: revenuebuilderblog.com

Over to you

Task.

Answer the questions we have just outlined and create one or more buyer personas for the Augmented Traveler’s project in your group worksheets.

Focus in particular on the following aspects: gender, age group, interests/hobbies, languages, countries, products bought, sites visited online.

References

Hubspot’s Buyer Persona Definition [blog post]

How to develop your B2C buyer persona [blog post]