Bring Your Own Persona

[email protected] originally defined the term BYOP as “identifying new segments by their digital engagement.”

According to Wharton, this persona is based on:

  1. digital capability and
  2. trust.

Using the Wharton definition, ‘digital capability’ is a consumers’ ability to maximise their usage of the latest technologies such as mobile apps, wearables, social interaction tools, video chat, mobile payments and location-based services.

‘Trust’ is the “willingness of users to share personal data and, in some cases, relinquish privacy in exchange for a perceived benefit.”

The grid in the below article link illustrates the various types of consumer profiles based on people’s degree of digital savvy, level of trust, willingness to share data and preferred frequency of interactions.

Using this insight to segment customers goes beyond socio-demographic data, because age, income and education are no longer reliable predictors of a consumer’s digital capability.

Read the full article at : Personas Must Better Define Digital Banking Consumer

Author: Geoff Fripp

Geoff Fripp is an experienced marketing practitioner, university lecturer and textbook author based in Sydney, Australia. He has been an adjunct lecturer at the University of Sydney since 2012 and is the author of several marketing textbooks. For more information, please refer to the 'About' section or 'Contact' section of this website.