|
Consumers--and people in general--do not always act in accordance with their demographic groups. Because of this, online marketers look beyond traditional segmenting techniques to unearth what actually resonates with consumers.
The development of tribes and personas allows advertisers to create a more sophisticated and targeted approach, so messaging can be tailored accordingly. Rooting a strategic plan in persona research lends a human feel to statistics and can drive creative output to resonate with users’ goals and success criteria.
Persona research translates into many digital marketing areas--especially search marketing. Knowing how users relate and interact with a brand can help marketers target the right keywords, which can be an invaluable component of a holistic online marketing campaign.
Even Hershey’s Does Persona Research:
The best laid plans are founded on research--at least that is
what we believe here at Geary. Hershey’s seems to think
the same. It has recently segmented their chocolate-consuming
audience into 6 groups ranging from “loyal indulgers” to
“engaged, exploring munchers.”
To keep reading, click here. | 
