Fenton Alex, Heinze Aleksej, Osborne McVal, Ahmed Wasim
Business School, University of Chester, Chester, United Kingdom.
Marketing Department, KEDGE Business School, Marseille, France.
JMIR Form Res. 2022 Nov 25;6(11):e41489. doi: 10.2196/41489.
One of the key features of digital marketing is customer centricity, which can be applied to the domain of health. This is expressed through the ability to target specific customer segments with relevant content using appropriate channels and having data to track and understand each interaction. In order to do this, marketers create buyer personas based on a wide spectrum of quantitative and qualitative data. Digital ethnography is another established method for studying web-based communities. However, for practitioners, the complexity, rigor, and time associated with ethnographical work are sometimes out of reach.
This paper responds to the gaps in the practically focused method of using social media for digital ethnography to develop buyer personas. This paper aims to demonstrate how digital ethnography can be used as a way to create and refine buyer personas.
Using a case study of the Fan Fit smartphone app, which aimed to increase physical activity, a digital ethnography was applied to create a better understanding of customers and to create and refine buyer personas.
We propose two buyer personas, and we develop a 6-step digital ethnography framework designed for the development of buyer personas.
The key contribution of this work is the proposal of a 6-step digital ethnography framework designed for the development of buyer personas. We highlight that the 6-step digital ethnography could be a robust tool for practitioners and academicians to analyze digital communications for the process of creating and updating data-driven buyer personas to create deeper insights into digital and health marketing efforts.
数字营销的关键特征之一是以客户为中心，这一点可应用于健康领域。这体现在能够通过适当渠道针对特定客户群体提供相关内容，并拥有数据来跟踪和理解每一次互动。为了做到这一点，营销人员基于广泛的定量和定性数据创建买家角色。数字民族志是另一种研究网络社区的既定方法。然而，对于从业者来说，民族志工作的复杂性、严谨性和所需时间有时难以企及。
本文回应了在将社交媒体用于数字民族志以开发买家角色这一注重实践的方法方面存在的差距。本文旨在展示如何将数字民族志用作创建和完善买家角色的一种方式。
以旨在增加身体活动的Fan Fit智能手机应用为例，应用数字民族志来更好地了解客户，并创建和完善买家角色。
我们提出了两个买家角色，并开发了一个为开发买家角色而设计的6步数字民族志框架。
这项工作的关键贡献在于提出了一个为开发买家角色而设计的6步数字民族志框架。我们强调，这一6步数字民族志对于从业者和学者而言可能是一个强大的工具，可用于分析数字通信，以便在创建和更新数据驱动的买家角色过程中，对数字和健康营销工作有更深入的洞察。
