Applied Digital Marketing
Week 4
Segmentation
Personas
Scenarios
1
Market Segmentation
 What is a Market Segment
 How are they used in marketing
 How might they be used for digital
marketing
Applied Digital Marketing
2
Market Segmentation
 How can we segment a market?
 The web is sometimes called selfsegmenting. What do you think that
means?
Applied Digital Marketing
3
Market Segmentation
 Demographics
– Age, ethnicity, culture, income, lifestage
 Geographics
 Geodemographics
– Neighbourhoods
 Psychographics
 Behaviours
Applied Digital Marketing
4
Market Segmentation
 How could we use these for digital
marketing?
Applied Digital Marketing
5
According to Emarketing
Strategy
 6 User Segments based on Online Viewing
Behaviour
– Simplifiers
– Surfers
– Connectors
– Bargainers
– Routiners
– Sportsters
Applied Digital Marketing
6
Personas & Scenarios
 Objectives

Define Personas and Scenarios
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Describe the purpose of developing Personas and Scenarios
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Understand the components of each
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Demonstrate the application of each for reviewing a Web Site Design
7
User Profile
 What do we need to know about the
user to help us:
 design our site
 design our marketing campaign
 write our email messages
 know if we should use Twitter or
Facebook or LinkedIN?
8
User Profile - example
 Demographics

What subgroup do they belong to?
 Type of Shopper– How they Buy?

Do they like brand names?

Do they want recommendations from friends?
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Do they buy the cheapest one?
What content and/or functionality might appeal to these different types
of users?
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User Profile Continued
 Where Shops

At the mall? On line? From a catalogue? On
vacation?
 Technical Constraints
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What type of computer do they have at home?
How fast is their connection speed?
How confident are they as a computer user?
 Pet Peeves

What is it about websites that they really do not
like?
Applied Digital Marketing
10
User’s High Level Goals
 Generally, what is this user type trying to
accomplish?

Find and buy an item that meets her needs


Use time efficiently


Locate a supplier and purchase online
Selection, purchase & delivery happen quickly
Receive value for her purchase

Features, quality, support
11
User’s Specific Goals
 What are they looking to accomplish
right now?

Buy a digital camera for her husband

Research learning games for her son

Promote the book fair

Avoid identity theft
Applied Digital Marketing
12
On Line Travel Company
You work for an online travel company.
 Market Segments
Seniors – singles interested in group tours
to exotic destinations, home internet access,
can use basic applications – search, email,
browser, risk averse
Seniors – couples interested in travel – both
exotic and more main stream

Persona Example
 Mary
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Demographics: Active Senior, Middle Income
Interests/High Level Goals: travel
Pet Peeves: waiting
Type of Internet User: Confident user of
basic applications from home computer, highspeed access
Type of Shopper: Shops for value, prefers
personal references
Where Shops: Prefers to book travel online
from a reputable firm
Specific Goals: research China, book a trip
with a group to China
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You Do One

You are the Manager Online Marketing for a cell
phone company. Based on research your
company has done your top 3 market segments
are



18-24 year old women, who like to text and update
their Facebook page, they are students, who will shop
online
18-24 year old men, who like to text, have a Smart
Phone, they are students, who shop online and look for
bargains
25-34 year old women, who use Twitter, email, they are
employed full time and need to save time and stay in
touch with work
You Do One
 Name Them (fake name and/or
nickname)
 Descriptor of Type of Person/Income
 Interests/High Level Goals
 Pet Peeves
 Type of Internet User
 Type of Shopper
 Specific Goals for a particular
site/product
Picture
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Where Do You Get the Information?

Market Research
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
Website Tracker

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
Demographics of Most Valuable Customers
Typical buying cycles/patterns
Buying Frequency
Referring websites
Most popular pages
Frequent visit ‘paths’
Secondary Reports

Common Internet Usage Patterns by age, income, education
level (http://www.statcan.gc.ca/dailyquotidien/080612/dq080612b-eng.htm)
Personas
 Details to include:




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Type of Shopper, pet peeves, technical constraints,
high level and specific goals, demographics, NAME
Write a persona for each of the main types of users to a site
Quick for team members to reference
Easy way to communicate the ‘needs’ of the target users
Remind all team members about who the site is for
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Scenarios
 For each of the specific goals what is the
online path to the goal?

State specific goal

Describe the online path(s) to the goal

This is also related to Task Analysis.
19
Using Personas & Scenarios
 Susan
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Active, 20 something, Struggling
Student
Wants to become a business success
Uses Internet Access from public
libraries
Cost conscious shopper who buys
from department stores
High Level Goal: To pay off student
loan
Specific Goal: Attending College as a
Business Major, Does George Brown
Offer Market Research?
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Scenarios
 Scenario #1
 “ I want to know if George Brown offers Market Research courses?”
 Step 1 – Go to the home page of George Brown College.

http://www.georgebrown.ca
21
Scenario

Specific Goal:
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Does George Brown Offer Market Research
Step
Step
Step
Step
Step
Step
Step
1:
2:
3:
4:
5:
6:
7:
Direct navigation to homepage
Link ‘programs’
Link ‘Business’
Scroll down
Link ‘Marketing’
Scroll down
Link Market Research Course
Use 4 Cornerstones

How does the website ‘design’ help or
hinder the person to achieve their
specific goal?
Assessment
 Content


There are several possible navigation option names that may not be
meaningful to a prospective customer – Full Time, Part Time, Current
and Distance Education
User is likely looking for Course List or Courses and only Programs
are listed
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The Purpose of
Personas & Scenarios
Design Depends on Personas, Forrester, August 2001
 Personas & Scenarios are critical
design tools

Allow for a greater understanding of users, their goals and
behaviours

Position users at the centre of the design process

Simplify design decisions by increasing understanding
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