Personas represent each of the major target audience segments for a marketing program or solution and encapsulate the target audiences’ demographic, psychographic, and technographic data. Smart marketers use personas or customer archetypes to help their organizations focus on their customers’ needs, create consensus and priority around how to support customers, and prioritize investment decisions.
At Wire Stone, we use personas to architect effective marketing programs and solutions including branding initiatives, advertising campaigns, websites, mobile applications, social media programs, etc.
We inform personas through a rigorous process crested on research. Here is a snapshot of our persona approach in the context of a website refresh for one of our Fortune 100 clients.