How can I use a persona for marketing?

When it comes to using personas for marketing, personas are most often used in targeting, i.e., selecting people who are to receive the company’s marketing messages. However, personas can also be used for copywriting – ideally, personas result in more personal ad copy texts that are better resonating with the target audience that the persona represents. Finally, personas can be used for market research, so that you segment the overall market (or customer base) not as nameless, faceless target groups but as personas with names and individualized attributes. This can improve the customer-centric decision making of your company.

Author: Joni Salminen

Dr. Joni Salminen works as a postdoctoral researcher at Qatar Computing Research Institute and Turku School of Economics. His current research interests are heavily focused on personas, including automatic persona generation from social media data (YouTube, Facebook, Google Analytics), persona perceptions, biases in data-driven personas, optimal number of personas, etc.