Zusammenfassung
Buyer Personas sind Beschreibungsmodelle, die typische Merkmale realer Zielkunden abbilden. Richtig entwickelt sind sie nützliche Instrumente für Unternehmen, die Produkte oder Dienstleistungen anbieten, deren Kauf eine ausgedehnte und bewusste Entscheidungsfindung vorausgeht. Gute Buyer Personas liefern den Input für kundenorientierten Content und bilden damit das Fundament für ein erfolgreiches Content oder Inbound Marketing. Nachfolgend werden drei Entwicklungsansätze diskutiert und eine Empfehlung für die Praxis gegeben.
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Burkholz, R. (2017). Entwicklung einer Buyer Persona. In: Hannig, U. (eds) Marketing und Sales Automation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15260-4_4
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DOI: https://doi.org/10.1007/978-3-658-15260-4_4
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