Marketing Momentum  Blog

Strategy, behavioural analytics and insight - served with a creative twist.

Don’t miss out on the 5th P of the marketing mix – the persona.

The 4 Ps of Marketing, a definition that marketers learn as they start out in the industry – putting the right product in the right place, at the right price, at the right time.  But, your product or service is intended for a particular group of people right? Well, that makes it the 5 Ps of Marketing. Let me tell you why…

Today’s marketing environment is increasingly crowded, noisy, and commoditised. Marketing personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments - the marketing team needs to know to who they are marketing to, and the sales team needs to know to whom they are selling.

Digging into the depths of your target market by crafting customer profiles (aka personas) can help ensure your product and marketing efforts are strategic and relevant. According to Wikipedia, personas are defined as fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.

Whatever you’re selling and whomever you’re selling it to, you are selling to a person: a human being. And, real people are primarily driven by their emotions. Even when what they articulate is a logical motivation for a purchase, there will be an emotional driver behind that. 

Marketing personas will help you better understand your prospects and customers.  At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalise your marketing approach. Having a deep understanding of your persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.

Gone are the days of ‘spray and pray’. Marketing champions must listen and adapt to the voice of their audience. By creating personas, you are off to a solid foundation! 


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