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The new user engagement is built on communities, not buyer personas.

Nick Bonanno
Advisor

Nick Bonanno

Nov 305min read
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The new user engagement is built on communities, not buyer personas.

In the world of digital marketing, building an online community has become an increasingly popular way to connect with customers and understand their needs and preferences. As a result, many businesses are starting to see the value of online communities as a replacement for traditional buyer personas.

Buyer personas are fictionalized representations of a business's ideal customers, based on market research and data analysis. They are typically used to help businesses understand their target audience and create marketing strategies that are tailored to their needs and preferences.

However, traditional buyer personas have a number of limitations. They are based on assumptions and generalized data, and may not accurately represent the diversity and complexity of a business's actual customer base. In addition, buyer personas are static and do not take into account the dynamic nature of the market or the changing needs and preferences of customers.

On the other hand, building an online community offers a number of benefits over traditional buyer personas. An online community is a group of customers and fans who are actively engaged with a brand and its products or services. By building an online community, businesses can gather real-time feedback and insights from their customers, allowing them to better understand their needs and preferences.

In addition, online communities are dynamic and adaptable and can evolve and grow along with the business and its customer base. This allows businesses to continuously update and refine their understanding of their customers, and to create marketing strategies that are relevant and effective.

Overall, building an online community is a valuable alternative to traditional buyer personas. By connecting with their customers and gathering real-time feedback and insights, businesses can better understand their needs and preferences, and create marketing strategies that are tailored to their audience.

Nick Bonanno
Advisor

Nick Bonanno

CEO, Senior Advisor

Nick started his 17+ year career in digital media, advertising and technology as a freelancer, developing small brochure websites, and implementing basic SEO strategies, mostly for friends that were starting companies. Fast forward to today, Nick is highly regarded as a leader in his space, having worked on both strategic initiatives as well as execution for brands such as ExxonMobil, Yum! Brands, Kentucky Fried Chicken, 7Eleven, and many more global brands. His passion lies in aligning strategy with organizational goals and interpreting the voice and vision of the client's brand through enhanced customer insight and data management.

When he isn't working on a fun new project, Nick keeps busy with his wife and two boys. He coaches his youngest son's soccer team, and volunteers for Operation Bliss and the Greater Dallas Veterans Foundation.

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