What does 'customer persona' refer to in digital marketing?

'Customer persona' refers to a fictional representation of a business's ideal customer based on market research. This concept is crucial in digital marketing as it helps businesses understand the characteristics, preferences, and needs of their target audience. By creating detailed customer personas, marketers can tailor their content, messages, and marketing strategies to effectively engage with potential customers.

Developing these personas typically involves gathering data from various sources such as surveys, interviews, and analytical tools to create a comprehensive profile that includes demographics, interests, behaviors, and pain points. This understanding allows businesses to craft personalized marketing efforts that resonate more deeply with their audience, ultimately leading to stronger customer connections and improved conversion rates.

The other options do not capture the essence of a customer persona. A detailed sales strategy focuses more on tactics for selling rather than understanding the customer itself. A real-life customer case study is typically about analyzing the experiences of actual customers rather than creating archetypes. Lastly, a demographic analysis of the market provides insights into population characteristics but lacks the depth and specificity of a customer persona, which integrates various aspects of consumer behavior and motivations.