What are customer personas and why are they so important?
Posted on August 11, 2017
Brands often use segmentation to help understand and target an audience. This means taking into consideration general details about the average customer, such as their demographic, gender, socio-economic status and so on.
What is less common is the practice of creating customer personas.
However, as highlighted in Econsultancy’s Content Strategy Best Practice Guide, personas can be one of the most effective ways of bringing this customer segmentation to life.
So, what exactly are customer personas, and why are they so important? Let’s get back to basics on the subject, using insight from the report.
What is a customer persona?
Let’s start with the difference between customer segments and personas.
First, segmentation allows a brand to understand different sets or groups of customers.
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