What is Persona Marketing? Need of Persona Marketing in India’s Retail Ecosystem

Making a business grow and reach the target audience isn’t everyone’s cup of tea. People often put a lot of effort into marketing and coming up with ways that can attract and hold customers on their platform. Yet, there has been a massive number of customer drops off over the years, the issue is troubling the marketplace pathetically.

This pain point has led to businesses brainstorming over how they can convert their leads into a buyer. Even after experimenting with numerous sales strategies, the outcomes haven’t satisfied the expectations of the brands, there seems no change in the reduction of customer drop-off rates. Hence, understanding the root cause of this problem is essential.

The vital step in this process is analysing the buyers’ profile and persona. In the case of startups, being in a growing phase they are least aware of their buyer’s profiles and buyer’s persona. 

What is a buyer’s persona?

No wonder the marketplace is yet not familiar with the term persona, persona can be primarily used in the advertising and marketing industry. It can be termed as a fictional representation of the brand’s ideal customer. 

This fictional character who is also termed as a perfect buyer can be drawn on the imagination based on the research data and experience.

How are businesses wasting their resources by neglecting the buyers’ persona?

Having complete knowledge about the buyers and what are their wants and expectations helps in utilising every penny invested in promotion and digital advertising.

The only way to the win hearts of the users is to design a product that will satisfy their priorities and expectations and for that knowing more about the buyers’ persona becomes essential. 

Running ample deals, discounts, and offers is all baseless if the buyer’s persona is not identified. The market has seen impulsive discount abuse over the years. Majorly because the trust of the buyer declines due to fake discounts or limited-time discounts which are often utilised regressively by a specific group of buyers and hence the target audience stays left out. 

A lot of money and time can be saved if the persona of the buyers is identified at the right time and accurate steps are taken to adjust to the needs and demands of the specific persona. 

How can brands identify users’ persona?

The below-given pointers are to be taken into consideration while creating a buyer persona. 

  • ​​Who are they?
  • What is their job role & responsibilities?
  • How do they spend their day? What do they do in their routine?
  • Where can you find them most often?
  • What are their primary views on political, social, economic and religious?
  • What are their life objectives? What are their goals?
  • What is their primary area of seeking information?
  • What’s important to them in their purchase decision?
  • What are their most common filters or objections during purchase?

Spending dollars on different marketing activities to keep the customers on the website or the app with the expectation of converting them into potential buyers won’t help. Proper actions at the right time by understanding the persona of the buyer is the only way to ensure higher conversion rates and more retention. 

How persona helps online sales on apps, websites, and buyers? 

Deals, discounts, and offers should be modified to meet the expectation of the buyer’s persona. Hence, every group would get to enjoy the benefits that are being leveraged by the e-Commerce marketplace. 

Also, not forgetting the fact that persona marketing would not only benefit the brand with higher conversion and retention but it would also help in structuring their offering in terms of time, the value of the discount, categories etc. 

INDEED, the issue of discount abuse, customer drop-off, and cart abandonment can be dealt with easily when the brand knows the persona of its customers.