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Personas, Customer Journeys, and Digital Strategy

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Who is your customer? How do they buy?

A talk at University of Toronto School of Continuing Studies #digitalsalon

Published in: Marketing
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Personas, Customer Journeys, and Digital Strategy

  1. 1. PERSONAS, CUSTOMER JOURNEYS, AND DIGITAL STRATEGY
  2. 2. 2 The profile of me. If you’re tweeting: @jdojc @ariadcomm #digitalsalon Jason Dojc Senior Digital Strategist Age: 35 - 44 Married with children SOCIAL TECHNOGRAPHICS Engage Explore Discover 46 464646 SKIPPERS SNACKERS SAVVIES STARS 0 10 20 30 40 50 60 70 80 90 100 46
  3. 3. Personas
  4. 4. What is a persona? 4 A buyer persona is a fictional narrative of your ideal customer based on market research and real data
  5. 5. Why Personas? 5
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  10. 10. 10 Demo- graphic Ethno- graphic Persona
  11. 11. 11 PAIN GAIN H E A R S E E THINK & FEEL SAY & DO Environment Friends Market What friends say What the boss says What influencers say Empathy Map Attitude in public Appearance Behaviour towards others What really counts Major pre-occupations Worries and aspirations
  12. 12. 12 Quintessential quote. Day in the life Attitude
  13. 13. 13 Habits with product category Technographics
  14. 14. Customer Journeys 14 Start Finish
  15. 15. 2000 – 2012 This is Brad… …he wants a new car. 15
  16. 16. From here… 2000 – 2012 …to here. ? 16
  17. 17. Brad’s journey RESEARCH VALI DATES TESTS CONFI RM S BUYS 17
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  21. 21. 21 CUSTOMERS WHAT WE WANT TO SAY WHAT WE’RE INTERESTED IN HERE IS THE GREATEST OPPORTUNITY TO USE CONTENT FOR YOUR BUSINESS BUSINESS
  22. 22. Incorporating this into digital strategy 22
  23. 23. P O S T PEOPLE OBJECTIVES STRATEGY TACTICS/ TECHNOLOGY • Who are they? • Needs • Values • Attitudes • Distractions • Influences • Environment • Behaviours • Mindset • Demographics • Media habits • Technographics • What do we want to achieve? • What do our tenants want to achieve? • What do our end consumers want to achieve? • Where do they overlap? • How will we achieve this? • How can we enable our target audiences to succeed? • What is the value exchange? • What do successful experiences look and feel like? • What are the tools of engagement? • What channel or technology is right for our strategy? • What will resonate? • How do we measure and optimize? Personas and Customer Journeys help identify the P
  24. 24. The journey shapes digital scenario design and user goals 24Source: Forrester Research
  25. 25. RESEARCH VALI DATES TESTS CONFI RM S BUYS 2000 – 2012 Brad has questions… ? ? ? ? ? ? ? ? …we have answers. And content strategy 25
  26. 26. 26 THE HOLY GRAIL is the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME

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