Gartner News

Branded Moments: Creating Persona-Driven Buying Journeys

Uncover the moments on your customers’ buying journeys that deliver the most value.

What do customers expect from their relationship with your brand? Some combination of utility, convenience, value and delight at each interaction based on their individual needs at a specific moment. To achieve this, it’s necessary to create segments, targeted groups with similar attributes; and personas, fictional characters that embody the motivations, goals and behaviors of your target audience. According to Jake Sorofman, research vice president, Gartner for Marketing Leaders, once you know who you want to reach, it’s time to identify the key moments and decision points on the buying journey and then design the experience accordingly.

The first two articles in this series described how to create segments and personas to illuminate and inform customer experience. This article on Smarter With Gartner website describes how to combine these segments and personas with the when, what, and how to define pathways that draw audiences from engagement to conversion, to transaction and to advocacy. Read more…

Read the first two articles in our series:

How to Build Digital Marketing Segments

What’s in a Name? Creating Personas for Digital Marketing

Gartner for Marketing Leaders clients can read more in How to Design Customer Experiences Using Persona-Driven Buying Journeys by Jake Sorofman

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