Today's marketers are increasingly focused on improving personalization.
Throughout our 30 years of experience, we've found that personification is a great way to connect with customers on a personal level.
In the context of marketing, personification involves assigning human traits and personas to brands, products, or audiences to create stronger emotional connections and improve communication.
By personifying your audience, you can better understand and address the specific needs, pain points, and desires of your ICP. This increased empathy can lead to more effective messaging and solutions that resonate with your target audience.
The proof is in the persona.
According to a 2023 report by MarTech Zone, "Using buyer personas in your email program increases click-through rates on emails by 14% and conversion rates by 10% – driving 18 times more revenue than broadcast emails."
Performing this personification exercise can be extremely helpful for marketing teams with one NetProspex case study reporting that their target persona creation efforts doubled the number of page views per visit, led to a 900% increase in site visit duration, and was tied to a 171% spike in marketing ROI (SemRush, 2023).
Simply stated - humanizing your ICP is the first step toward more precise targeting - and increased marketing personalization.
Check out our latest episode of Analytics Unplugged to learn how you can start the process toward improved personalization today.
