Audience Persona Development for Kmart Australia

Running head: AUDIENCE PERSONA DEVELOPMENT
AUDIENCE PERSONA DEVELOPMENT
Name of the Student
Name of the University
Author Note

AUDIENCE PERSONA DEVELOPMENT1
Executive Summary
The study focuses on effectively analyzing the prospects of Audience persona development in
the context of the Kmart organization. The development of persona and its effective
implementation has been considered. The digital target market has been analyzed. The analysis
of Kmarts important customer persona has been made. The detailed profile statements have been
provided. The customer journey have been provided.

AUDIENCE PERSONA DEVELOPMENT2
Table of Contents
Introduction......................................................................................................................................3
Audience Personas and journeys.....................................................................................................3
Analysis of Kmart’s digital target audience................................................................................3
Common characteristics of the broad digital target market of Kmart.........................................4
Target Audience Statement..........................................................................................................8
Overview of the typical journey..................................................................................................9
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

AUDIENCE PERSONA DEVELOPMENT3
Introduction
The report is focused towards studying the audience persona development and its
contributions towards improving the audience engagement of various brands. The organization
that is selected for the study is Kmart Australia. The audience persona for Kmart would be
analyzed and evaluated through the report. Personas refer to the fictional representation of
typical members of the target audiences. However, the representation is based on real and
important customer data. The formation of the audience persona helps the organization to know
its audience better. Subsequently, better audience engagement is possible. It is an important
criteria in digital marketing. This helps the organization to better reach the target audiences and
create engagement value that might not be otherwise possible. Identifying and understanding
digital target audiences through the development of effective personas is an important aim of the
study. Digital marketing context is used to make the study more effective since modern large
organizations are more focused towards reaching their audiences through the digital platforms.
Audience Personas and journeys
Analysis of Kmart’s digital target audience
Kmart is one of the most recognizable retail stores across the world. It has significant
presence in Australia as a subsidiary of the Wesfarmers group. The digital customer audiences of
Kmart Australia need to be analyzed in order to understand their buying intentions better and
more effectively. At first it is important to consider that the customers of Kmart in Australia
would be different from the normal retail market audiences (Kmart.com.au 2019). The normal
retail chain audiences of Australia are more inclined towards shopping in the more strongly
established brands such as Coles and Woolworths. Hence, the target audiences of Kmart are
somewhat different to that of the other retail stores.
The digital target audience of the organization can be analyzed and measured through
many different metrics. Socio-demographic representation of these audiences are more likely to
be the more culturally diverse people. Hence, more Asian, middle-eastern and a fair share of the
Americans that are living in the county are target audiences. They can have Middle Eastern,
mongoloid or slightly brownish skin tones. They are more interested in getting all the things they
need from the same place. They go to gym and are much considerate about their fitness. They are
mostly interested in the outdoors and travelling. They are socially active people with active