Understanding Audience & Personas

Welcome back, Digital Marketing Executive!

You’ve already understood how businesses work and how to analyze competition.

Now, we move to the next important step:
Understanding your customers.

Because in Digital marketing…
If you don’t understand your audience, your marketing will never work.

Topic : Audiences Targeting

1) Demographics

2) Psychographic

3) Behavioral

4) STP

5) Persona Building

Task : Customer Classification

List at least 3 types of customers based on:

• Demographics
• Psychographics
• Behavioral patterns

1

Understand the Business

Since , we have already performed this step in the previous task of SWOT analysis , we can proceed with the next step

2

Visualize Real Customers 

Think practically:

• Who would visit Savannah Restaurant?

• Who would order from here?

Imagine:

• People dining on weekends

• Office workers ordering lunch

• Friends going out in groups

- Let Us understand this with the help of a Dataset provided by Savannah.

Now among these customers , following are the ones who visit Savannah more often:

3

Create 3 Customer Types

Divide customers into 3 clear groups.

Example directions (you can choose your own):

• Families

• Young Professionals / Couples

• College Students / Friends Groups

Eg. For Savannah, The following are the 3 types of customer Groups:

4

Define Demographics (Who they are)

For each customer group, write:

• Age group
• Occupation
• Income level

Example:

• Age: 22–30
• Occupation: Corporate employees
• Income: Medium

Define Psychographics (How they think)

Now describe:

• Lifestyle
• Interests
• Preferences

Example:

• Enjoys dining out on weekends
• Likes aesthetic places
• Prefers good ambiance and Instagram-worthy food

 Define Behavioral Patterns (What they do)

Write their behavior:

• When they visit/order

• What influences their decision

• What they prefer

Example:

• Visits on weekends

• Chooses restaurants based on reviews

• Looks for combo offers or discounts

Create one complete customer profile by combining all three.

Example:
A young working professional who loves convenience and orders food online regularly.

Young Deal Seeker (Student Persona)

Working Professional (Convenience Seeker)

Family & Premium Diner Persona

Activity

Customer Persona – Spice Garden

Activity 1: Identify Customers

List 3 customer types based on:

• Demographics

• Psychographics

• Behavioral Patterns

Customer Type 1:

• Demographics:

• Psychographics:

• Behavioral:

Format:

Customer Type 2:

• Demographics:

• Psychographics:

• Behavioral:

Customer Type 3:

• Demographics:

• Psychographics:

• Behavioral:

Activity 2 : Create Persona

• Combine your insights and write 1 customer persona (2–4 lines).

Congratulations!

You have successfully completed the  Understanding Audience & Personas

In this lab, you:

• What demographics, psychographics, and behavioral mean

• How to classify customers

• How to understand customer thinking

• How to analyze audience like a marketer

Checkpoint

Activity 3 : Visuals

Create 3 images (one for each customer type).

• No text

• Show lifestyle & behavior

Topic : Funnel & Content

1) Buyers Journey

2) Funnel

3) Copywriting

4) Storytelling

5) Content Writing