Target or Buyer persona: that dark object of desire

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The target audience is becoming elusive, moving through territories that marketing and communication must reconquer. Immersed in hyperconnection, our target is dynamic, changing and, at times, capricious.

Here, then, is the panorama: language and communication processes that were unknown until recently, fleeting content and, logically, different consumer behavior because they now act in a purchasing scenario in which searching, analysis, decision-making and payment are carried out in real time.

All of this means that, paraphrasing Buñuel's last film, the target audience is today also, more than ever, a dark object of desire.

I said this a few months ago in relation to the new scenario all india whatsapp number list faced by the "pantometers" or measurement obsessives who abound in our profession. For them, as a new challenge, a sort of fourth dimension has emerged (what mathematicians call a "tesseract") in which they must operate in order to recognise, reach and convince the public... the objective of any marketing and communication strategy.


This instantaneousness in which, as I said, the search, analysis, decision and payment of the product practically come together forces us to develop new consumer profiles. Now, unknown language and communication processes are used, the content is fleeting, the codes (voice, emoji, gestures...), as well as the tools (wearables, chatbots, messaging) emerge and overlap without a known pattern that we can study. If Don Quixote lived among us, he might not be able to avoid exclaiming: "Communication has changed, my friend Sancho. Let's find a Wi-Fi connection to send a WhatsApp to my beloved Dulcinea while you take care of buying food online for good old Rocinante..."

New scope coordinates
This territory is littered not only with digital devices but also with a new philosophy of brand-market relations. Some of its key points are, in my opinion, the following.

Ubiquity . This means that barriers to connection are removed. Alexa, Siri and other virtual assistants "listen" to us and respond to our requests almost anywhere we are. Moreover, the smartphone is already one of the preferred means not only of information and communication but also of payment.