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RESEARCH, ANALYSIS & TRENDS



       oriented  communication  in  which  the  prospective  The  Buyer  Persona  forms  in  content  and  tonality  the
       customer  recognizes  his  current  situation  and  provides  blueprint  for  the  information  provided,  as  well  as  the
       the information to navigate one step further through the  content  for  which  its  prospective  buyer  is  receptive  to
       decision-making  process.  In  short,  the  key  is  the  during the purchase decision process.
       relevance of the communicative content.
                                                           The content - the object reference
       Relevance is the key
                                                           The  content  is  the  information  carrier  that  allows  the
       If  the  communicative  and  consequently  commercial  prospect to answer the questions in the current phase
       success of information depends today on its relevance, it  of their purchase decision process. As different as the
       is worth taking a closer look at how relevance is defined  purchase  decision  processes  and  information  needs,
       in  this  context.  Generally,  relevance  is  described  as  "  the  content,  scope  and  format  vary.  It  ranges  from
       importance  that  someone  attaches  to  something  in  a  infographics, videos and whitepapers to webinars, apps
       particular  context",  making  three  elementary  building  and advertorials, demand calculators, configurators and
       blocks  of  relevance  clear:  the  personal  reference  third-party reports. The more beneficial and unique the
       (receiver),  the  object  reference  (information)  and  the  content  is,  the  more  likely  it  is  that  it  fulfills  its
       situational  context  (touchpoint).  Applied  to  marketing,  expectations   of   awareness,   engagement,   and
       this  results  in  a  new  formula  for  relevant  marketing  conversion  driver  through  the  purchase  decision
       communication.                                      process.

       The buyer persona -                                 The situational context
       the personal references
                                                           The appropriate context is crucial for the effectiveness
       The most fundamental change in the modified marketing   of  a  buyer  persona  and  primarily  defined  by  the
       formula is the understanding and definition of the target   respective phase of the customer journey. It describes
       audience. Rather than classifying a person through socio  which information a prospective buyer basically needs
       -demographics,  psychography,  or  their  affiliation  with   or  which  fundamental  goal  he  pursues.  Secondarily,
       milieus,  the  enhanced  model  of  the  "Buyer  Persona"   context is defined by the touchpoint where the content
       comes into play here.                               is to be provided, raising the questions: “Is this a digital
                                                           or  analogue,  paid,  owned  or  earned  media?  Is  the
       The  buyer  persona  is  the  representative  image  of  a   approach made via mobile phone, computer at work or
       target  customer.  It  depicts  a  target  customer  type  –   at the point of sale?
       mainly  against  the  background  and  in  the  context  of  a
       purchase  decision.  The  key  parameters  of  the  buyer   All these factors influence the format of preparation for
       persona  include  the  problems  and  needs  of  the  target   the personalized customer journey. ◊
       customer type, which receive high attention and whose
       solution  could  lead  to  a  purchase  decision  process                             By MediaBUZZ
       (trigger).



































                                                 MediaBUZZ Pte Ltd - Independant ePublisher for Asia
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