The Role of Customer Personas in Determining Digital Marketing Strategy for Office Rental Companies
DOI:
https://doi.org/10.32815/jpro.v7i2.3015Keywords:
customer persona, digital marketing, content strategy, business-to-business, office rentalAbstract
This study aims to design customer personas as a foundation for developing digital marketing content strategies in an office rental company. A qualitative method was employed through in-depth interviews with a customer, Tenant Marketing staff, a Social Media Specialist, and the company director, with data analyzed using data reduction, data display, and conclusion drawing techniques. The findings indicate that the primary customers belong to the business-to-business (B2B) segment, consisting of business owners, company managers, and business consultants who require practical workspaces, complete facilities, flexible rental systems, and transparent pricing. The study resulted in three main customer personas—founder, branch manager, and business consultant—which can be used as a basis for creating more relevant and customer-oriented digital marketing content strategies.
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