Chances are, you’re already aware of Facebook’s recent controversy surrounding the use of third party data and how this has been used to unethically influence people across the platform. These revelations raised a whole host of questions and concerns around how users’ personal data is being used by advertisers.
Buyer personas form an integral part of a marketing strategy for travel companies using digital content to engage their target markets. A buyer or marketing persona is a representation of your ideal customer. Descriptions of marketing personas are derived from market research data and the information you already have on existing customers. When building these semi-fictional characters, you have to internalise your perfect customer and define them using: