It’s time to stop creating content for the masses.
In an era where consumers expect everything to be personalised from their advertising to their trainers, the most successful businesses are moving away from a one size fits all approach and learning to tailor their content to hyper-targeted audiences.
They are also adjusting their approach on a campaign-by-campaign basis rather than sticking to a rigid brand look and feel.
How are they doing it? Persona marketing.
Quite simply, persona marketing helps you understand and connect with your audience. It tells you what motivates them and what their interests are, and helps you build a clearer picture of their needs. When brands initially start to think about their target audience, they’re often happy with broad demographic profiles (single, male, age 18-25), but these are rarely expanded down the line.
The reality is: they just don’t cut it.
Creating a basic persona involves sourcing information from several key areas: Demographic (age, income, gender), Geographic, Psychographic (lifestyle, attitudes, beliefs), Behavioural (usage, how they interact with your content). The beauty of our big data society is that you can build this information quite easily through social listening, site analytics and many other existing data points.
By creating personas and giving them a face, brands can relate to customers as human beings, and if you can better understand their needs and interests you can better serve them content.
Think of it like buying someone the perfect present. Come Mother’s Day, you visualise your mum in your head as you shop. You imagine the things she loves, the things she hates, what she already has, and what she needs and wants. The same concept, applied to marketing, allows you to produce personalised content that resonates with your audience.
We’re a big fan of personas here at 1000heads. Creating personas is a great exercise in understanding your audience, and it helps maintain focus when creating content, whether that’s blog posts, videos, or infographics.
One good way to have your team keep their personas at the forefront of campaign planning and content curation is to produce cut outs or wall-mounted mood boards so they have a real physical presence in the office.
Hungry for more? Check out the below.
Twitter grows by nearly 30% in the past year
For calendar year of 2014, Twitter experiences 29.8% growth in Canada, one its top growing markets, and the trend is set to continue with predicted double-digit growth in 2015. In 2014, the network had 5.9 million users, compared with 4.5 million in 2013.…Read more...
This week Facebook introduced Facebook at Work (or FB@Work): a version of Facebook with a familiar look and feel, but that is specially adapted to help people share relevant ideas within an office or organisation.
Facebook at work is the latest entrant to an already crowded market of “Enterprise Social Networks” (ESNs) all of which help employees work together across the various departments, levels and offices of a company.…Read more...
Most marketers will increase social spending this year
In a recent report from Salesforce of 5,000 marketers regarding budgets for the 2015 calendar year, 70% of them stated that they would increase spending from their marketing budget on social media. The comes across two separate categories, as 70% plan to increase in terms of ad spend on social, and 70% also intend to increase spend on organic social.…Read more...
The Consumer Electronics Show takes place in Vegas each January, and with it comes a strong indication of the impact that technology will have on consumers and how they will soon be spending their precious time.
The variety of tech on show – and hype that surrounds it – can be overwhelming at times, and so too is the process of identifying and interpreting how tech will impact people’s behaviour.…Read more...
The holidays are now long over (sadly) and it’s time to get back into that work routine. If you’re feeling a tad groggy in the morning you can probably blame that on the invention of the alarm clock and the resulting loss of your natural rhythm.…Read more...
Study shows that users enjoy Snapchat advertisements
A study commissioned by Snapchat has shown that the majority of users are receptive to the new sponsored campaigns on the mobile app being featured on the “Our Story” and “Brand Story” sections. Millward Brown Digital, the form commissioned for the study, showed that Snapchat users were three times more receptive to these ads than to a typical mobile ad.…Read more...
With 1000heads offices located in places as far flung as Sydney, New York, London – and indeed Dubai – we’re lucky to be able to cultivate a globally rounded view of social media marketing. Today we hear from Yazeed Khalaf, one of our team working with clients in the Middle East and North Africa, who takes a brief look at how social and digital marketing has developed in the region.…Read more...
In the last few months Facebook has listened carefully to publishers around the world to better understand how it can help them connect with its users.
The important changes
In a note at the end of last year, Product Manager Holly Ormseth outlined the goal for these new tools and resources:
“Over the past few months, we’ve listened to publishers around the world to better understand how we can help them connect with people on Facebook.…Read more...
China starts blocking Gmail
The Chinese government has blocked access Gmail from third party software including Apple Mail and Microsoft Outlook, causing anger and frustration from many internet users. This comes after a separate effort to block users from accessing Gmail via the web or first party apps, largely removing all common methods of access.…Read more...