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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Avatar marketing. Someone mentioned this term to me recently. The idea is that when considering who your target market is that you create an actual character who represents this group.

Before we begin any website build we always discuss with the client who the target audience is. This has a dramatic effect on not only how the website looks and feels but what fuctionality is required on the site.

Most clients will rattle off some general demographics such as well-educated males aged 25-35 etc. But I like to dig a little bit deeper than that. I like to know who the client’s preferred customer is and then I want them to bring this customer to life.

What do they read, watch and listen to? What do they wear? What sport do they watch or play? What car do they drive? I even get down to the point of asking the client to find an image of this person online and give them a name.

Some clients are a bit reluctant to be so specific with their target audience as they believe it will have the effect of alienating many of their other customers. But in reality what is usually happening is that the client is attempting to appeal to too broad an audience with the result that all their marketing activities are failing to resonate with any one much at all.

In my experience developing a marketing strategy around a very specific audience not only attracts that actual group but has a halo effect on others outside that audience who have similar attributes. Even if that doesn’t happen it is far better to stand-out to one particular niche audience than no-one at all.


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