Personas in business technology marketing
September 19th, 2006 | Marilou BarsamI recently came across an intersting article on MarketingSherpa about the growing use of personas in advertising. In fact, their study says 40% of business technology hardware marketers use personas for their marketing. My comment to the author was that I agreed they are tricky because it’s really important to make sure the way you are depicting your target audience is “dead-on” with how they see themselves. I wondered if any of our visitors have had experiences with using perosnas in their recent ad campaigns — online or print. If so, tell us about them….and check out the story with this link.
October 1st, 2006 at 8:09 am
Here’s a recent Compuware campaign that applies the persona model to the extreme:
http://www.compuware.com/products/optimaltrace/otmovie.asp?movie=0
And you’re right–it’s dangerous. If they were depicting a marketing exec instead of an IT exec, I’m not sure I would find this funny. Seeing myself portrayed as a powerless recipient of a boss’s harangue is not going to win me over.
Tonya