Email marketing , marketplace , insight , mindset and budget , terms that at first glance may seem distant from our routine, but very present in those who work with digital marketing. Outlining strategies to reach more and more audiences is one of the objectives of this area that has grown a lot within the professional market.

But what does using marketing really mean to grow a business? For André Kliousoff , head of marketing at BTG Pactual Digital, the starting point for a good strategy is to ask the right question. Knowing what to ask will make it much easier to understand what should be evaluated and thus build good strategies.

Surveillance or data tracking?

The feeling of always being watched by our cell phones and computers is increasingly common and in a way we are indeed being watched. Search histories, sales sites, profiles viewed, brands followed, all of this can become a tool for a marketing strategy.

Have you ever stopped to think about how, increasingly, the sponsored posts that appear to you are aligned with your profile? This is nothing more than the result of all the work analyzing the data you have spread across the internet. 

If before you received a proposal for a generic internet package, today, using this data, it is possible for the company to evaluate your interests and time spent online to offer a plan that will be more personalized. Because now it is possible to collect more accurate data than just gender, age and location. 

Persona creation

Having more information about the audience, it is possible to create different types of personas who are interested in similar products. This segmentation is more in-depth and allows data such as how often the person goes to the gym, interest in courses, trips, etc. It's as if you could describe a friend of yours and then offer products that will certainly please. 

Just look at this example of a persona, can you remember someone who looks like Júlia?