{"id":23899,"date":"2020-03-24T08:08:14","date_gmt":"2020-03-24T08:08:14","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/personas-2\/"},"modified":"2020-03-24T08:08:14","modified_gmt":"2020-03-24T08:08:14","slug":"personas-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/personas-2\/","title":{"rendered":"Personas"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">A persona represents a prototype\/representative for a group of users (target group). Personas are often used in (online) marketing and market research to improve<a href=\"https:\/\/trbo.com\/en\/glossary\/targeting\" target=\"_blank\" rel=\"noopener noreferrer\"> targeting<\/a> of services (e.g. the website).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Personas are used to <a href=\"https:\/\/trbo.com\/en\/glossary\/segmentation\" target=\"_blank\" rel=\"noopener noreferrer\">segment<\/a> a mass of persons or users into concrete user groups. In this process, diverse information about their living environment is collected and used to develop a persona as detailed as possible. This includes data and information such as:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Demographic data (e.g. age, gender, place of residence, occupation, etc.)<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Interests and hobbies<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Web browsing behavior<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Search behavior on the web<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Device usage, technical affinity<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Product usage<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">The personas are then developed in the next step. Each persona represents a user group (e.g. the bargain hunters), receives a name and a short biography including their interests. In many cases, a quote is also included, which represents the attitude of the persona.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Personas can be used in different areas, for example:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol class=\"ol1\">\n<li class=\"li1\"><span class=\"s1\">Development and enhancement of software<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Development of user-friendly products<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Development of marketing campaigns<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Optimization of websites (B2B and B2C)<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Based on the different personas, the users&#8217; needs can be defined and the service can then be specifically tailored to them.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The characteristics of a user group, e.g. bargain hunters, are: special interest in discounts and offers, purchase of low-priced products and comparison of products via price comparison sites. As soon as this persona has been identified, the bargain hunter can be addressed by actions with savings potential, among others.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Other types of user groups are for example the existing customer, repeat customers, spontaneous buyers and many more.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">The aim of the segmentation into personas is to approach the customer with customized messages, to guarantee customer satisfaction and thus to optimize the turnover.<\/span><\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23899","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossary: Personas | trbo<\/title>\n<meta name=\"description\" content=\"This glossary explains important online marketing terms. 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