METHODS OF CREATING TARGET CUSTOMER PROFILE IN SOCIAL MARKETING

Abstract

The process of implementing social marketing begins with the orientation of the target customers as the starting point, with their profile, experience, and journey being central concepts for creating satisfaction and support. This article synthesizes and analyzes various research studies to propose a mix of qualitative and quantitative methods for building target customer personas. This approach helps organizations continue researching and establishing target customer’s experience journey, which can be applied to develop effective social marketing programs across different social fields.