Great marketing is an elaborate mix of art and science. The internet has given rise to entirely new data sets, that researchers are still struggling to parse. Innovative Insights into customer behavior are being discovered by the minute. So much in fact, Big Data has resorted to artificial intelligence to help make sense of it.
Although, statistics and probabilities are heavily leaned on when brands are determining their marketing budgets, the numbers will never tell the whole story.
Unlike a demographic, where socioeconomic characteristics of a population are identified (ie. age groups, marriage status, income level, etc.) an avatar explores the human characteristics of a brands target audience. What are their wants and needs, joys and fears? Creating an avatar helps brands create clear and direct marketing messages.
When creating a customer avatar, start with identifying the demographic and psychographic traits of your existing customer base. If you don’t have a customer base yet, identify the customer traits of brands similar to yours.
Get creative, and think deeply. Give your customer avatar a name. What does he or she look like? What does this fictional character do for a living? Do they enjoy it? How’s their home decorated? What their favorite food? Netflix or Hulu? What are their political leanings? Is she vegan? Is he overweight?
Creating your first avatar may be hard at first, so start slow. It’s OK for your avatar(s) to evolve overtime, in fact, it’s encouraged.
When your customer avatar is complete, make every piece of marketing content speak to that fictional character.
Here’s a customer avatar worksheet that may help.