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Customer Centricity & Profiling
Persona Building
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Learning Outcome
5
Apply persona thinking while creating ads or marketing messages
4
Understand why persona building improves marketing results
3
Identify the key elements required to build a persona
2
Differentiate between target audience and persona
1
Explain what a customer persona is in simple words
Why Understanding the Customer Matters
A shopkeeper sells shoes
He keeps saying:
“I sell shoes to everyone”
Why Understanding the Customer Matters
Because of this:
He shows expensive shoes to low-budget customers
He shows casual shoes to office-going professionals
Customers leave without buying
Why Understanding the Customer Matters
One day, he Changes
His Approach.
He start Asking :
What do you need shoes for?
What is your budget?
Who are you?
Why Understanding the Customer Matters
Now:
Students
→ affordable sneakers
Office professionals
→ formal shoes
Runners
→ sports shoes
Sales increase without increasing footfall
Why Understanding the Customer Matters
Learning:
Selling becomes easy when you know who your customer really is
That clear picture is called a Persona
Customer Insight as the Foundation of Marketing Strategy
A business runs ads saying:
“Buy our product now”
Audience = Everyone
Result = Low clicks, low conversions
Customer Insight as the Foundation of Marketing Strategy
Then they build personas:
Persona 1
College student
- Low Budget
Persona 2
Working professional
- Value Focused
Persona 3
Business owner
- Result focused
Customer Insight as the Foundation of Marketing Strategy
They change:
Ad message
Platforms
Creative
Customer Insight as the Foundation of Marketing Strategy
Result:
Better engagement
Lower ad cost
Higher conversions
Ads didn’t fail earlier —
Persona was missing
WHAT IS A PERSONA?
A Persona is a clear picture of your ideal customer
Instead of saying,
“I sell to everyone,”
I sell to a budget-conscious, trend-focused college student (Age 20)
In simple words:
A Persona helps you understand who your customer is, what they need, and how they think, so you can sell better
WHY PERSONA BUILDING IS IMPORTANT
Without Persona:
With Persona:
Core Concepts (.....Slide N-3)
Summary
5
Build strong branding
4
Use different marketing channels
3
Target the right audience
2
Create and communicate value
1
Understand customer needs
Choose cool, soft colors instead of vibrant colors
Max 5 Points for Summary & Min 2
Quiz
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
Quiz-Answer
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
Marketing Fundamentals & Digital Ecosystem: Persona Building
By Content ITV
