Marketo-DG2DA

PART II: DIGITAL AD STRATEGY
AUDIENCE DEVELOPMENT
AND PERSONAS
When creating your digital ad strategy, you must consider your audience—who are you
creating your ads for? Your identified audience dictates every aspect of your ads.
Most businesses have many
audiences and will therefore need to
develop personas in order to create
effective ads that resonate with each
audience. A persona is a detailed
description of an audience,
highlighting their behaviors, goals,
skills, and attitudes. Persona creation
is an important baseline for all
marketing efforts, especially with
today’s digital buyers.
Creating Buyer Personas
To create your buyer personas, you
should conduct interviews with
customers, prospects, and
members of your sales team (if you
have one.) You can also send out
surveys and do your own research
with your target audience.
When thinking about your digital ad
strategy, there are various questions
that you need answered. Focus on
the following topics when creating
each persona for digital advertising:
• Background: Basic details about
your ideal customer—her likes,
dislikes, and demographic
attributes.
• Main Sources of Information:
Where does your customer like
to go to research buying
decisions? Which websites?
• Main Online Channel
Preference: Which channels
does your customer spend her
time on? Does she like news
sites? Is she often on social
channels?
Once you have your personas
mapped—and you likely will have
many—you can create various ad
strategies that map to each persona.
This will dramatically increase your
chances of success!
Make sure you are testing your
personas over time. Doing so will
enable you to continue refining them.
• Pain Points: What are your
customer’s major pain points?
• Preferred Content Medium:
How does your customer like to
consume content? Does she like
to read it? Does she prefer to
watch a video?
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