As marketers accumulate information about customers, it is also important to identify common characteristics and patterns to help guide messaging, engagement
Peg Corwin's insight:
"Next steps for leveraging customer personas in your digital marketing mix:
- What are the common characteristics of your best and worst customers?
- Collect information on common customer data points including: content preferences, search phrases, social networks, and the types of products or services they buy or “like”.
- Based on your research and “best customer” characteristics, create and name an “ideal” customer persona
- Map the needs and goals of customer personas to your web and social content planning."
Until the shift to content marketing is better understood by business owners, the persona concept will not be readily adopted.