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Whether you’re a startup eCommerce brand or an established one looking to scale into new markets, understanding your target audience is just about the most important thing you need to think about during the campaign planning process. Relevancy is everything in marketing, and by being laser targeted on who you’re talking to, you’ll impact every possible metric – in particular engagement and conversion metrics.

An eCommerce customer persona – also known as a buyer persona – is essentially a document that contains fictional avatars of your ideal customers. They describe your customers’ needs, preferences, motivations, amongst other things and can be used to inform ad targeting, content marketing, and even product development. You might have seen the words audiences and personas used pretty interchangeably in marketing.

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