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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