Marketing personas incorporate the demographics of a target group, the buying motivations and behaviours, purchasing preferences, marketing messages and media habits.
Following are some of the pros and cons associated with using marketing personas.
- Marketing personas are good for determining the types of customers or consumers who will be receptive to the products, services and messages.
- They are cost effective as they do not require in-depth primary research methodologies to develop.
- They contain a good cross-section of information (demographics, motivations, behaviours, preferences and media habits), giving the business a solid sense of who the customer or consumer is and how to reach them with marketing messages.
- Marketing personas are not suitable for the development of products or services as they do not include some of the additional vital information required for product development (i.e. does not include required features of a product).
- They can lack the depth of analysis and rigour that other personas built on primary research may include.
Marketing personas are popular because they use a combination of primary and secondary research and can be applied in the marketing environment for communications.
Have a play with Xtensio, an online interactive persona creator, to build a persona. This works especially well for a marketing persona because it’s not relying on any data, instead it’s relying on your intuition and general information.
© RMIT University 2016