Marketing Avatar

What is a Marketing Avatar?

A Marketing Avatar is a generic profile you create for a typical industry client.

This customer representation understands most common behavior patterns: who they are, what they do, and why they like buying a product.

It is frequently used when there’s zero information about real clients or when you have very little data about them.

An example of description could look as simple as the following:

Individuals from 30 to 40 years old that are looking to invest and save money.

This can be a starting premise to begin building Buyer Personas and, ideally, User Personas.

Once you have a generic idea like this, you should start adding and researching more data such as:

• Age
• Location
• Hobbies
• Job title
• Income
• Purchasing habits
• Goals or motivations
• Challenges or pain points

This can be challenging at the very beginning but as long as you understand more your customer, the whole process becomes funnier and more beneficial.

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Why is it important to know what Marketing Avatar is?

This is the starting point of a long but essential journey in which your main goal will be to find out more data about your potential customers (basic demographics, affinities, areas of interest, etc.) in order to reduce the gap between your marketing (products, services) and your ideal audience.

If you have a running business, one great thing you can do is to start looking at your communication channels to see what data are you can potentially gather or even currently collecting without being aware of it.

For example, if you have a website, make sure you have any analytics tool (such as Google Analytics) tracking and recording information about your visitors.

In this case, using Google Analytics you access data by exploring some the following reports (not limited to):

Audience Overview

Demographic Overview Reports (Go to Audience > Demographics)

Age and Gender Reports (Go to Audience > Demographics > Age and Audience > Demographics > Gender)

Age, Gender, and Interests Reports

You can take a look at this article about websites recommendations to gather data for your Persona creation.

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How it is different between User Persona and Buyer Persona?

As mentioned before, a Marketing Avatar is the most general representation of how typical industry clients might behave. It contains hypothetical ideas based on the nature of your product, service, or brand, depending on the case.

On the other hand, the User Persona is the most realistic representation of your end user meanwhile Buyer Persona is a semi-fictional profile of whom might potentially buy your products.

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