by Natalie Stoner

In use since the mid-1990s, personas are now one of the most valuable decision-making tools used in marketing. Personas are carefully-crafted, imaginary or hypothetical archetypes developed using data about a brand’s typical customers. These personas are developed using various types of true demographic data so that they represent a company’s actual customers.They help marketers throughout the design and development of campaigns. By identifying the different types of buyers and creating materials that address their specific behaviors and desires, more strategic, targeted campaigns can be built.