PERSONAS, CUSTOMER JOURNEYS, AND DIGITAL STRATEGY

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The profile of me.

If you’re tweeting:

@jdojc

@ariadcomm

#digitalsalon

Jason DojcSenior Digital Strategist

Age: 35 - 44 Married with children

SOCIAL TECHNOGRAPHICS

Engage

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SKIPPERS SNACKERS SAVVIES STARS

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Personas

What is a persona?

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A buyer persona is a fictional narrative of your ideal

customer based on market research and real data

Why Personas?

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6

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Demo-graphic

Ethno-graphic

Persona

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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

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Quintessential

quote.

Day in the lifeAttitude

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Habits with

product category

Technographics

Customer Journeys

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Start Finish

2000 – 2012

This is Brad…

…he wants a new car.

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From here…

2000 – 2012…to here.

?

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Brad’s journey

RESEARCH

VALI DATES

TESTSCONFI RM S

BUYS

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CUSTOMERS

WHAT WE WANT TO SAYWHAT WE’RE

INTERESTED IN

HERE IS THE

GREATEST

OPPORTUNITY

TO USE

CONTENT FOR

YOUR

BUSINESS

BUSINESS

Incorporating this into digital strategy

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P O S TPEOPLE 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

The journey shapes digital

scenario design and user goals

24Source: Forrester Research

RESEARCH

VALI DATES

TESTSCONFI RM S

BUYS

2000 – 2012

Brad has questions…

?

?

?

?? ? ?

?

…we have answers.

And content strategy

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THE HOLY GRAIL

is the RIGHT CONTENT

in the RIGHT PLACE

at the RIGHT TIME