Communicators are shifting focus from demographics to understanding audience behavior to influence purchasing decisions. The document outlines the importance of creating behavior-based personas and emphasizes that by 2020, much of the customer journey will occur independently of brand interaction. Additionally, it highlights methods to incorporate behavioral insights into marketing practices, including A/B testing and analytics.

1. WHY COMMUNICATORS ARE DUMPING DEMOGRAPHICS
IN FAVOR OF INFLUENCING AUDIENCE BEHAVIOR

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@waxgirl333

3. Basics of buying behavior
Personas for communicators
Content Acquisition Behavior
3 Ways to incorporate behavior
into your practice today

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@waxgirl333

5. • Proliferation of messaging channels
• Customization of consumer access
• Distribution
• Owned Media
@waxgirl333

6. By the year 2020, 80% of the customer journey will
occur before the buyer ever talks to the brand.
– Gartner, 2015
@waxgirl333

7. @waxgirl333

8. Post-purchase Behavior
Purchase
Solution Evaluation
Information Gathering
Problem Resolution

9. • LAUNCHED BASED
ON BEHAVIOR
• RELIED ON PEER
REVIEWS
• INFLUENCED EACH
STAGE OF THE
CYCLE
• RESPONDED TO
ITERATIVE
FEEDBACK @waxgirl333

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OR A SUPER GOOD GUESS
A semi-fictional representation of your ideal
customer based on market research and real data
about your existing customers.

11. @waxgirl333

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Some demographics will
help visualize your new
persona.
@waxgirl333

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@waxgirl333

14. • HAS SEVERAL FRIENDS IN NON-PROFITS AND
PARTICIPATES ACTIVELY IN FUNDRAISERS
• ON THE BASKETBALL COURT MOST WEEKENDS
• ENGAGEMENT LEVEL: MEDIUM
• PREFERRED COMMS – TWITTER, MOBILE
• GIVING CHARACTERISTICS
• GIVES SPORADICALLY
• 100% OF DECISION IS MADE ONLINE
• INFLUENCED BY FRIENDS
• NEEDS TO SEE DIRECT IMPACT OF
DONATION

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@waxgirl333

19. • THE A/B TEST
• SOCIAL MEDIA
• GOOGLE ANALYTICS
@waxgirl333

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23. • THINK ABOUT HOW YOU’RE GOING TO MOVE THEM FROM
ONE STAGE TO THE NEXT
• PERSONAS – START TREATING YOUR TARGETS LIKE REAL
PEOPLE AND IDENTIFY THEIR BEHAVIOR
• CONTENT ACQUISITION – FIND OUT HOW THEY LIKE TO
FIND OUT STUFF
• MEASURE AS YOU GO AND ADJUST ACCORDINGLY

24. WAXMARKETING@GMAIL.COM