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0:00
Hello, welcome to this
session on personas.
My name is Annmarie Hanlon
and I teach Marketing
at Cranfield University's
School of Management in the UK.
Some of these themes are taken
from my book, Digital Marketing.
Let's get started.
In this session,
0:18
we explore definitions of
personas to better
understand the concept.
Then we examine the factors
in developing personas.
We consider guidelines
on developing personas
and review the key points
in creating personas.
0:37
Personas are not
actual customers
but representations of
archetypical users.
They bring people to life in
the minds of the
people who use them.
They are used by businesses to
create content, build websites,
develop advertising
messages, and
all major businesses
use personas.
It is essential to use data
to support the development of
the personas so they match
the marketing mix strategies.
1:10
Once personas have
been created they can
be used in many
ways, for example,
to enable younger
staff to create
content for older
customers, and vice versa,
to enable staff in
one country to create
relevant content for
customers in another country.
To focus the content
of online media
and the messages shared
and the platforms used.
Personas enable
marketing teams to match
the marketing mix elements
to the relevant customer groups.
