A buyer persona definiálása és marketing célú felhasználásának bemutatása a hatékony kommunikáció érdekében
DOI:
https://doi.org/10.33032/acr.4574Kulcsszavak:
buyer persona, online marketing, piacszegmentálásAbsztrakt
A buyer personák modellezése a szoftvertervezésből ered, de mára a legkülönbözőbb területeken használják e módszertant, így a marketingben és kommunikációs folyamatok tervezésében is. A buyer personák vásárlókat testesítenek meg, s olyan személyleírásokat jelentenek, melyek ugyan fiktív szereplőket ábrázolnak, de valós adaton alapulnak. A buyer personák leírása mellé rendszerint képet és nevet is társítanak, megkönnyítve ezzel a döntéshozók azonosulását. A módszertan lényege a felhasználók, vásárlók igényeinek hatékonyabb bevonása a különböző döntési folyamatokba. Bár a buyer persona modellezése sok hasonlóságot mutat a szegmentálással, jóval túlmutat rajta, ugyanis nem pusztán demográfiai adatokra összpontosít, hanem a felhasználók viselkedésére, motivációjára. Nagyon hasznos eszköz lehet a marketing folyamatok hatékonyabbá tételére, amennyiben megfelelően használják fel őket. Azonban a buyer personáknak számos kritikája is van. Több szakértő is kitért arra, hogy a módszertan nincs empirikusan alátámasztva. Az alábbiakban bemutatásra kerül a buyer personák modellezésére használt módszertan, valamint a marketing területén történő alkalmazásuk. Cikkünkben megvitatjuk a buyer personákkal kapcsolatos kritikát is.
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