Since internet was made available to the consumers, that is reach to common people as become wider. Nowadays, thanks to the growth of mobile technologies, the internet is always present, this two facts changed your perception and needs. For example in the past a mister named Abraham Maslow created a hierarchy pyramid of needs in which you have the fundamental levels of needs at the bottom and the need for self-actualization at the top, nowadays the needs itself have not changed but the internet has changed the way you satisfy your needs. But nothing better to explain the evolution of theory than an info-graphic (not with the new social networks, but it will to understand the concept).
Another picture to give a better picture of how the need of having internet is now relevant:
Ok this to prove a point, that some of the core marketing theories are still useful, they just need a little tweak. Like marketeers are doing now with creating Buyer Persona, which is a mix of old market segmentation techniques adapted to be more efficient in the internet.
Now back to the original topic that is giving you tips for building a Buyer Persona. First let's start with the common definition of Buyer Persona and some basic principles published on The Strategist Blog that a marketeer should have in mind:
Definition: Buyer personas are fictitious representations of your target buyers, incorporating not just demographic data, but psychographic and behavioral insight as well. On average, using these tools makes websites two to five times more effective by allowing businesses to create catered marketing experiences that speak directly to a user’s needs.
Principles to have in consideration when building a Buyer Persona:
- Measurable: Attributes such as buying power and the number of potential customers can be ascertained or measured.
- Substantial: Segments that have sufficient numbers tend to have profit potential. The most attractive segments should be the largest group with similar characteristics to focus target marketing efforts toward. For example, it would not make sense to target a market that was too small to be profitable.
- Accessible: For a market segment to be attractive, a firm must be able to reach or contact that segment. A market that is out of reach or too expensive to reach or distribute to should not be considered.
- Differentiable: Different segments should respond to different offers; if they respond to the same offer, they are not distinct segments.
- Actionable: Effective marketing strategies can be devised to appeal and satisfy the segment or segments chosen.
After learning the principles, a "fighter" as first to learn and domain the basics, to be able to evolve. With that in mind I will post some helpful tables taken from the Bournemouth University, I recommend reading the full text, for a better understanding.
First let's review what types of segmentation there are:
Basically the Geographic segmentation you use to know where your consumer are, and the demographics to known who your consumers are.
The ACCORN segmentation it segments consumers geographically by post code and put the residential neighborhood in the same category. Personally I don't like much of this method, maybe because in home town Lisbon and usually you can find an wealthy achievers, skilled workers, mature home owing areas in the same ZIP Code.
|A Thriving||1. Wealthy Achievers, Suburban Areas|
2. Affluent Greys, Rural Communities
3. Prosperous Pensioners, Retirement Areas
|B Expanding||4. Affluent Executives, Family Areas|
5. Well-off Workers, Family Areas
|C Rising||6. Affluent Urbanities, Town and Grey Areas|
7. Prosperous Professionals, Metropolitan Areas
8. Better-off Executives, Inner City Areas
|D Settling||9. Comfortable Middle Agers, Mature Home Owning Areas|
10. Skilled Workers, Home Owning Areas
|E Aspiring||11. New Home Owners, Mature Communities|
12. White Collar Workers, Better off Multi-Ethnic Areas
|F Striving||13. Older People, Less Prosperous Areas|
14. Council Estate Residents, Better off Homes
15. Council Estate Residents, High Unemployment
16. Council Estate Residents, Greatest Hardships
17. People in Multi-Ethnic, low income ages