Evaluation of the Digital Platforms’ Suitability against the Content Source and the Buyer’s Journey

 

Suitability of Content Source to Buyer Persona

When creating my Buyer Persona, I used Facebook and Instagram. This gave me great insights into the demographics of people who follow, comment or gave reviews on the Nothing Naughty Facebook page. According to McLauchlan (2021), Facebook has more than 2.74 billion monthly active users, and on a daily basis there are more than 1.82 million people active on Facebook. So it is no wonder that I was able to do thorough research on the types of people buying or considering to buy Nothing Naughty Products.

Furthermore, although Facebook demographics are widespread and far reached, it is popular among ages 25-49 in particular, and this was evident when I conducted second hand research for my buyer persona. Many followers were women, in their 20s-40s, with interests in fitness, health and wellbeing, food and nutrition and all very eco conscious.

The great thing about Facebook is being able to micro target audiences, and marketers can reach up to 32% of the population with Facebook advertising (McLauchlan, 2021). Facebook as a content source is therefore a platform with huge amounts of data that can highly inform Marketers in regards to buyer personas. For the consumer, with online payments, and mobile optimized features, it is a platform which saves them time, and takes the hassle out of shopping in store. 

Instagram, much like Facebook, was a great platform to conduct my second hand research. Although it is more ‘themed’ and ‘colourful’, the followers on Nothing Naughty reflected the same on Facebook – health conscious, eco conscious, and fitness. I created my buyer persona based on these findings (see screenshots in Buyer Persona section).  




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