Persona: The trap of fake marketing

Marketing managers describe their target market using persona profiles. A persona is a fictional typical customer whose background, values, habits and attitudes towards the product are outlined.

Market segmentation classifies buyers or users into groups of individuals with similar characteristics. It enables the development of a marketing strategy tailored to each group.

Market segmentation and personas are complementary marketing tools. Yet the persona profile approach has irresistible attractions: it is easy to create and goes down well internally. Yet when it is chosen for the wrong reasons, and used as a substitute for segmentation, there is a risk of spreading a compelling story that is disconnected from the market reality, and of the company falling into the trap of fake marketing.

To avoid this, I propose a hybrid approach, adaptable to your budget. It will enable you to explore your market from top to bottom and build personas on a solid foundation. Your business will gain in strategic relevance and long-term marketing effectiveness.

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