Know Your Digital Customers
Customer Personas & Journey · Module 3
← Fundamentals of Digital Marketing - Google
Index
1. Customer Personas
Segmentation
Dividing a broad audience into smaller groups based on demographics, location, interests, behaviours, and needs.
Type Focus Example Demographic Age, gender, education, occupation Travel agency targeting under-30s holidays Geographic City, region, country E-commerce promoting products only where delivery is available Psychographic Values, interests, lifestyle Camping gear targeting adventurous, sustainability-minded travellers Behavioural Purchasing habits, product usage, online activity Gym offering discounts to frequent vs. occasional members
Benefits of Segmentation
Benefit Outcome Save time and resources Focus on high-potential groups Personalise messages Tailored content increases relevance and engagement Improve advertising Precise targeting; supports GDPR compliance Drive engagement Right message, right people, right time
AI-Powered Persona Creation
AI tools (ChatGPT, Claude, Gemini) can accelerate persona creation by analysing customer data, reviews, and competitor audiences. Feed in your customer data or describe your business, and AI can draft persona profiles, suggest segmentation approaches, and identify gaps in your understanding. Always validate AI-generated personas against real customer feedback.
Persona Template
Element Description Who Name, age, location, occupation, household Goal What they want to achieve through your product or service Barrier Challenges preventing them from achieving that goal Digital habits Preferred platforms, content formats, time online, devices used Campaign message Message addressing the barrier with a clear solution
2. Customer Buying Behaviours
Channel Characteristics Offline Physical interaction, staff assistance, in-store displays Online Descriptions, photos, reviews, comparison tools; wider range, convenience Social commerce Browse and buy directly within platforms (Instagram Shopping, TikTok Shop) Omnichannel Seamless experience across channels—try in-store, buy online (or vice versa); consistent branding and pricing
See, Think, Do, Care Framework
Stage Focus Example See Awareness through content or social interactions Influencer shares running gear → customer feels inspired Think Research solutions; explore options, read reviews, compare prices Searches “best running shoes for beginners”, reads reviews, asks AI assistant Do Purchase decision; simple checkout, clear pricing — Care Post-purchase: reviews, support, loyalty Shares new shoes on social media, leaves review
Factors Influencing Purchase (Do Stage)
Factor Description Four Ps Product, Place, Price, Promotion Right time Availability when needed; seasonal alignment; special offers Risk reduction Warranties, guarantees, return policies Emotional connection Storytelling, community, nostalgia Convenience Fast shipping, easy returns, flexible payment (including BNPL) Social influence Recommendations, reviews, influencer feedback Sustainability Ethical, environmentally friendly practices Values Brand alignment with customer values Omnichannel Seamless online/offline experience Customer support Accessible, responsive, quick resolutions—including AI chatbots Personalisation Tailored recommendations and offers powered by AI and first-party data
3. Mapping the Customer Journey
A customer journey map outlines key touchpoints from discovery to post-purchase engagement.
Touchpoints
Type Examples Offline Receipts, in-store signage, staff interactions, service counters Online Ads, social media posts, email newsletters, website interactions AI-assisted Chatbot conversations, AI assistant recommendations, voice search results
Stages, Focus & Goals
Stage Focus Goal 1. Awareness Discover what makes your brand unique Introduce brand via social, ads, influencers, AI Overviews; reach right audience 2. Engagement Build trust with meaningful content Provide reviews, blogs, videos that help customers decide 3. Conversion Make action easy Minimise barriers; clear descriptions, simple checkout; progress bars, discounts 4. Retention Maintain relationships Follow-up emails, loyalty programmes; turn customers into advocates
Key Questions
Question Considerations Where do customers search for information? Search, FAQs, forums, AI assistants, video, Reddit Where do they discover new brands? Social, email, ads, influencer content, AI recommendations What influences purchase decisions? Reviews, comparisons, pricing, peers, AI-generated summaries How do they stay engaged after purchase? Emails, loyalty, community, exclusive content
Optimising Touchpoints
Action Description Monitor performance Track each touchpoint in GA4; set baselines Adapt to audiences Adjust messaging when demographics shift Gather feedback Surveys, reviews; offer multiple feedback methods Stay consistent Same care and communication across all channels Find bottlenecks Use funnel analysis to focus efforts where you create greatest impact
4. Selecting Digital Marketing Channels
Channel Types & Categories
Category Description Examples Owned Channels you control Website, email lists, social profiles, mobile app Earned From positive customer experiences Reviews, media coverage, organic shares, UGC Paid Advertising PPC ads, sponsored posts, display ads, influencer partnerships
Types: Social media, websites, email, search engines, online ads, mobile apps, AI assistants.
Selection Criteria
Criterion Key Questions Marketing goals Do channels support goals? (e.g. brand awareness → social, search, video) Customer persona Where does your audience spend time online? Cost Upfront and ongoing; social ads vs email tools vs AI automation Ease of use Learning curve; management effort; AI-assisted scheduling available? Digital presence audit Which platforms perform well? Where are gaps? Competitors Which channels do they use? What gaps can you fill?
5. Digital Marketing Strategy Summary
Use goals, personas, customer journeys, and competitive insights to align strategy with business needs.
Step Focus Question 1 Marketing goals What objectives? How do they align with business goals? 2 Mission and USP What makes you unique? How do they resonate with customer values? 3 Digital presence audit Where performing well? Where are gaps? What do AI assistants say about you? 4 Competitive landscape Competitors’ strengths/weaknesses? How will you differentiate? 5 Customer personas Which persona? What needs can your brand address? 6 Customer journey Most impactful touchpoints at each stage? How influence decisions? 7 Digital channels Which channels connect with audience and achieve goals?
6. Activity: Map Your Customer Journey
Using your customer persona , map their journey. Identify the greatest opportunity or biggest pain point.
Step Questions Awareness What platforms? What content or messaging will catch attention? Engagement How do they gather information? What content builds trust? Conversion Support or payment options needed? How encourage completion? Retention Follow-up emails, discounts, loyalty? How show customers they’re valued?
7. Checklists
Persona Checklist
Journey Checklist
Channel Selection Checklist
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