数字角色市场研究

什么是数字角色？

数字角色是某人个人数据的数字版本。有时是用户创建的。有时是公司在用户不知情的情况下收集的。人们可能会使用 Google Voice 帐户创建数字角色。为了更安全，该帐户会将呼叫转接到他们的私人号码。事实上，每个使用互联网的人都有一个由第三方创建的数字角色。第三方从他们的社交媒体帖子和网络浏览历史记录中获取它。

You can portray your product, brand, or firm with a Digital Persona, used as though it were a person. It further reflects your outlook and style. Doing Surveys and Interviews and forming Focus Groups are some of the steps you’ll need to take. These Market Research tools help you learn about your current audience. Another merit of Digital Personas is that they show you how your users view your online presence. By the same token, these insights help ensure that your Digital Personas match your users. They should also reflect your company.

为什么数字角色很重要？

创建角色可让您充分利用数字营销活动。因此，这一步可提高销售额。数字角色如何帮助您实现这一目标？

1. 数字角色可帮助您为网站带来正确的流量
2. 它们可以帮助你缩小营销重点
3. 它们还能帮助你在数字营销中保持一致性

数字的 Personas are crucial for UX Market Research. They help content strategists, marketers, as well as product development teams to know their customers. In that way, it makes it easier to segment them. Teams can create products and content tailored to the mindset of their audience. Setting up personas is the key. It all leads to encounters that put the customer first.

企业为何需要数字人物市场研究

使用数字角色进行市场研究的好处包括：

• 改进定位：角色可帮助您集中精力并调整内容。它们使您能够接触到更有可能对其感兴趣的人。
• 格式：社交媒体帖子、视频和文章是流行的内容创建格式。它们也是最常用的格式之一。数字角色为您提供所需的数据和视角。至少它们使您能够就如何制作品牌信息做出公正的决定。
• Insights: Personas give insights into the topics that interest your consumers. It shows you the subjects they like and the discussions they’re having. The first step is to distribute tailored content. The best places are where your audience is already active. Then you can leverage their online behaviors. Furthermore, this tactic will have the best effect on your content marketing.

数字人物市场研究的关键成功因素

创建数字角色是一门精密的科学。它需要定量和定性研究的结合。以下是一些关键的成功因素：

• Focus on relentless data collection. Your Digital Persona will only be as effective as the customer data you enter.
• Say no to the herd mindset. What may work for some brands may not work for others when you create Digital Personas.
• 深入了解消费者的痛点。每个数字角色的最终目标都是揭示用户最紧迫的问题和痛点。
• Remember to research user behavior. Digital Personas help marketers understand their customer’s goals. It also tells them how they end up at the brand’s doorstep. All this data becomes vital when trying to build a lifelike Digital Persona.
• 抵制使用陈词滥调角色的冲动。相反，要根据有洞察力的用户数据来构建您的角色。您可以从面对面访谈和退出调查中整理这些信息。

关于数字人物市场研究

If you measure them in dollars and cents, customers do not have equal value. So, consider gauging each Digital Persona’s lifetime economic value. Also, creating Digital Personas is not a set-and-forget task. Moreover, audience behavior changes over time. Thus, personas should be dynamic – and you’ll even need to retire them.

SIS 国际研究 can help you explore the world of Digital Personas. We’ll show you how to make it the backbone of your UX Market Research. Contact us today!