Persona: Definition and Role in Targeted Advertising

A persona is a defined cluster of customers or likely customers who are similar enough in mindset, behavior, and needs that they are expected to respond similarly to the same advertising creative and content. Each persona is large enough to matter financially but focused enough to enable tailored marketing strategies. Defining personas unlocks the ability to build creative portfolios that resonate deeply with specific groups, while also guiding audience-targeting tactics and channel strategies that can reach them in consistent, repeatable ways.