Personas, a must or just nice to have?

Afbeeldingsresultaat voor personas

Personas are described as different archetypes selected by the company, which is using them (Schoenmaker, 2016). Every persona is different for each company. But is it necessary for a company to divide its audience into segments?200w

The most important factor in online marketing is Big Data (Yola , 2013). Personas are just one of the things you can get from analysing data from your website. But how many personas is a question and it is dependent of every company. For example if you are a B2B company and you only have to focus on one group making different personas is a waste of time and you could better focus on other aspects like the usability of your website.

Now I am going to give you an example of my personal life. After this example I think you know the reason why making personas is the right thing to do. Currently I am executing an online marketing plan for Bruba Sport. They have an online webshop, which sells Under Armour clothing. It is clear that we have a large audience and this audience is too big to target in one time. So what is the solution? Making Personas of course!

Bruba Sport offers clothing for very different types of sports and it is very handy to separate our audience into different sports. This gives us several advantages:

  • We can now send targeted emails (e.g. discounts for every sport)
  • In a later stage we can optimize the homepage of the webshop for every customer
  • If a client sends Bruba an email, we can immediately see what type of customer he is in order to provide the best help for him

This is our plan for Bruba Sport that we want to execute.

Just with this simple example the importance of making personas can be seen. Most of companies have different target groups and you can target them by group (so better) in order to improve customer satisfaction.

Some useful tips

Now I have fed up you with all the things in my personal life, I think it is time to thank you for reading this article. I have made a list of some useful tips, which can be useful for your organization (Schoenmaker, 6-tips-om-succesvol-met-personas-te-werken, 2016)

Tip 1 First thing first: Why do you need personas

This tip is really important. The first thing you have to do is to make clear why personas are necessary for your organization and how you are going to use them.

Tip 2 Really get to know your personas

It also important when the personas have been made to implement them correctly. The whole marketing department has to know what the persona is and what the ideal way is to target them. If you don’t have the commitment of the department you can just lay your personas in a dusty cabinet.

Tip 3 Find the right balance in the number of personas

Try to fine tune the number of personas you have. Don’t make too many or too few.

I hope that you enjoyed reading this article and I am also open for an interesting discussion.


Schoenmaker, R. (2016, November 16). 6-tips-om-succesvol-met-personas-te-werken. Retrieved from

Schoenmaker, R. (2016, November 3). de-5-meest-gestelde-vragen-over-personas. Retrieved from Frankwatching :

Yola . (2013, October 28). understanding-your-audience-creating-online-personas. Retrieved from Yola :


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