Behavioral Archetypes, Presented at Digital Summit Seattle 2018

Antonio Holguin, Associate Design Principal, took to the stage at this year’s Digital Summit Seattle, the ‘definitive digital marketing gathering.’ Digital Summit Seattle brought together world-class speakers and showcased content from a multitude of channels that influence digital marketing. One of the biggest influencers on marketing is understanding your core audience, beyond general audience demographics. With that, Antonio took the audience through Smashing’s unique approach, Behavioral Archetypes:

Goodbye audience demographics, hello behavioral archetypes!

Understanding your core audience is critical to your product’s success. However, the old, outdated way of building audience demographics doesn’t allow you understand – and act upon – their pain points, motivations, and needs. Steeped in user behavior, we’ll show you how Behavioral Archetypes allow you to capture how your core customer base thinks, feels, and acts in particular situations and scenarios, allowing you to create consumer experiences tailor-made for your audience.

After this session, you’ll be able to:

  • Understand the difference between market profiles/personas and behavioral archetypes, and the inherent value each has in knowing your audience
  • Know how to define the contextual scenarios and motivational mindsets that drive the behaviors of your target segments
  • Know how to build your own behavioral archetypes that will set you up to make decisions with confidence, align stakeholders, identify features that resonate with your core users, and much more

If you are interested in learning more about Behavioral Archetypes, click here.

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