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Search terms truly contain stories about customers’ numerous psychological states, desires, and concerns. as follows. Use of search data analysis Identify consumers' interests and use them to predict behavior and establish strategies to respond to market changes Used for developing highly relatable advertisements or content creatives based on customer data Used to discover target customers and build precise personas, which are essential for new product development Used to check brand performance of various marketing campaigns and check whether perception is expanded Used for planning and organizing media planning for digital marketing campaigns with expected results New personas found in search data.
The persona usually contains information such as age, lifestyle, media used primarily, and favorite brands. The most important Cambodia Phone Number Data thing to consider when creating a persona is to define the purpose, which is the customer's concerns and wishes. However, when creating this persona, customers are defined through surveys such as FGI and FGD. Personas defined in this way result in a superficial understanding of customer needs through oversimplification due to sample limitations or estimation without facts. In short, actual consumer motivations and needs are difficult to determine. Existing persona Existing persona Combination of search data and JTBD There have been ongoing efforts to overcome these limitations of personas. The definition of JTBD is that customers purchase products and services to solve their problems and concerns.
New Persona overcomes the existing persona with JTBD, but is defined based on the consumer's search journey. New Persona combining search data and JTBD New Persona combining search data and JTBD New Persona Case 1: Woman in her 40s to 50s who wants to purchase a painting The cluster view below groups people with the same search path for the purpose of purchasing paintings. When we grouped people who searched with the same intention, we discovered that there was a group that wanted to purchase interior picture frames. Customer situation: Female in her 40s and 50s, looking to move to a new apartment or remodel her home Client Goal: Want to stylishly decorate the living room walls and entryway walls of their new home.
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