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Embracing customer personas for targeted performance

Al Masaood Automobiles’ Ameen Jaber explains a winning strategy for the digital age

In the ever-evolving world of marketing, one thing remains constant: understanding your customers is the key to success. Customer personas have emerged as an essential tool for marketers across various industries, helping to shape the customer journey and purchasing experience. By leveraging customer personas in performance marketing strategies, companies can drive growth and success.

Research has shown that organisations using customer personas in their marketing efforts have a 73 per cent higher conversion rate than those that do not. A study by the Aberdeen Group found that companies using personas experienced a 56 per cent increase in revenue and a 24 per cent increase in marketing leads. These statistics highlight the potential impact of customer personas on a company’s bottom line.

Customer personas are based on data and insights from various sources, such as the Global Web Index (GWI), which helps companies understand the interests, key behaviours, and needs of each group. By using these personas, businesses can develop targeted messaging and creative content that caters to the interests and habits of their key customer segments. The shift from a demographic to a psychographic approach, incorporating data from sources like the GWI, demonstrates a commitment to understanding the emotional needs and wants of customers, as well as their functional requirements. This shift from demographic to psychographic approaches in marketing is not just a trend, but a necessity for businesses looking to thrive in the digital age, as it allows them to better understand and cater to the unique needs and desires of their customers.

Media agencies play a significant role in this process, as they use tools like GWI to identify and quantify target audiences based on customer personas. This helps businesses target potential customers based on their interests, behaviours, and needs, and quantify the number of prospects in each segment.

Customer experience is another critical factor in identifying personas, as it provides insights into customers’ behaviours and preferences. By understanding how customers interact with a brand and its products, companies can refine their personas and ensure they remain relevant and effective.

Revolutionising performance marketing with data-driven customer personas

Customer personas are the backbone of any successful performance marketing campaign, as they enable businesses to create highly targeted messaging and content that resonates with their audience, driving higher conversion rates and revenue growth. In today’s fiercely competitive market, businesses that fail to embrace customer personas in their performance marketing strategies risk being left behind, as they miss the opportunity to connect with their audience on a deeper, more meaningful level. 

As businesses look to the future, they must aim to improve their use of personas in performance marketing. This includes moving from a demographic to a psychographic approach, which will enable more targeted and effective messaging. This shift will also help companies stay in sync with the current environment, as personas need to be regularly updated and evolved to remain effective.

In marketing strategies, personas are most relevant in the awareness and consideration stages of the customer journey. By understanding the specific needs and wants of each persona, businesses can create tailored content and messaging that resonates with their target audience.

The use of customer personas in performance marketing has proven to be a powerful tool for businesses across various industries. By understanding their customers on a deeper level, companies can create targeted messaging and content that speaks to the emotional needs and wants of their audience, as well as their functional requirements. 

For the Nissan X-Trail, the “Everyday Explorer” persona was targeted for an active lifestyle, spending weekends outdoors with loved ones. Performance marketing should include these interests, leveraging creative that resonates with the persona’s consideration set and potentially pushes them lower in the purchase funnel. Lifestyle photography and imagery with families will demonstrate the X-Trail’s versatility, while messages that speak to the persona’s emotional and functional needs will be used across each model. This approach is specific and relevant, ensuring the persona is at the heart of the targeting and creative messaging.

As the marketing landscape continues to evolve, companies must adapt and innovate to stay ahead of the curve. Embracing customer personas and leveraging data-driven insights will be crucial for businesses to maintain their competitive edge and deliver exceptional customer experiences. By prioritising the development and implementation of customer personas, businesses are not only investing in their marketing success, but also in building lasting relationships with their customers, fostering brand loyalty and long-term growth.

By Ameen Jaber, Head of Marketing, Al Masaood Automobiles