Marketing communications in the emerging era of Millennial buying power dominance must be targeted: They have to say “Hey! I understand you’re struggling with that car insurance, let me help you by lowering your rate while you put your feet up and relax.”

Basically, they have to address concerns, frustrations, and pain points that consumers have, present a clear solution to the problem at hand, and do so without providing a vibe of “OMG buy mine! Me! Me!” Traditional advertisements were focused on selling products to the consumer.

Modern marketing is more focused on educating consumers and providing solutions to their problems. Without clearly defined problems and solutions, creating marketing materials that really work is hard. Without understanding why customers need a product, it’s virtually impossible to customise advertisements and marketing materials to suit any audiences.

Marketing Personalisation: What is a Buyer Persona?

Buyer personas form the backbone of modern content marketing efforts. In order to keep content and interactions consistent between writers and salespeople on teams, buyer personas are aggregated information about what a customer segment wants, why they bought a product, how they can best be helped, and what types of questions they may ask before purchasing.

As sales interfaces with marketing, the information should flow back into marketing freely. Extra information from sales helps marketing create the most detailed personas possible. More detailed buyer personas directly lead to more sales: customers feel heard and understood, therefore, they are willing to spend more money because your brand understands them better than anyone else.

Some information which needs to be in every buyer persona:

  • Major problems leading them to buy
  • Points of personal focus: What do they care about?
  • Frustrations with competitors: Mistakes that shouldn’t be made again

Developing Marketing Materials for Consumer Segments

Once businesses have a few buyer personas, it’s time to start creating content for the customer segments they represent. It can be a bit difficult to know which personas align with which consumers at first, so sales should take an active role in developing and refining personas.

Once a customer segment has been assigned, it is easier to tell which products and services best align with their needs. Businesses shouldn’t waste time trying to sell to market segments who simply don’t want their products.

Instead, funds should be spent creating whitepapers, blog posts, slide shows, or whatever type of content resonates best with the audience segment in question.

B2B customers may want to see an in-depth whitepaper, while B2C customers may prefer short-form blogs and social media posts.

The type of content your audience prefers to see will vary based on their needs—information that comes ready-to-use in detailed personas.

Determining Which Market Segments or Audiences to Target With Which Information

Sales will help marketing refine the needs and desired content forms for each marketing segment. As long as customers are interacting with a business, they are providing valuable information which can later be used to sell and retarget them with more specific products—for example, luxury brands targeting millennials may offer exclusive price cuts or limited-time luxury goods bundles to sate their desires, while they may target gen-z customers with other goods and services entirely.

Targeting and addressing the pain felt by an audience segment is the core of personalisation within modern marketing. Consumers within the millennial and gen-z audiences have little tolerance for generic or non-personalized marketing materials. They’ve been desensitized to broad-spectrum advertising and sales tactics for decades by large, very wealthy brands. In order to compete, smaller businesses must sell them something which resonates with them personally, a custom solution made just for their problem—this is customisation in marketing.


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