This link has been bookmarked by 1 people . It was first bookmarked on 01 Nov 2006, by David Leal.
-
01 Nov 06
-
- Demographics. These are customer attributes, such as age, gender, income, and buying cycle.
- Pyschographics. What does the customer psychologically do in the buying process? Some data are determined by Web analytics, others information is extrapolated through customer interviews and product/service analysis.
- Topographics. Topographic information (the situation, the marketplace, and the market position) is a combination of demographics and pyschographics. It shows the relationship between them, and how they affect the buying process. It's a window into customers' divergent needs and motivations.
The principle value of a persona-based message campaign is understanding each type of customer's approach to initiating relationships, gathering information, and approaching decision-making. Learn what type of language resonates with customers, what builds their confidence, how they prefer to obtain agreement and closure, and so on.
During the persona-creation process, the following data are collected and analyzed:
- Demographics. These are customer attributes, such as age, gender, income, and buying cycle.
-
When customers interact with a site or an online ad campaign, they engage in a voluntary relationship. Customers must be persuaded as individuals, not as average users or broad demographic segments.
-
Those demographics don't tell the whole story. Underneath all these numbers is a wide array of needs and motivations. They may have little to do with a customer's age, gender, or income level. Keywords, internal search queries, clickstreams, average time spent on individual pages, and other Web analytics provide a clearer picture of those motivations and needs.
-
Would you like to comment?
Join Diigo for a free account, or sign in if you are already a member.