The answer lies in segmenting, and how your organization has approached it. Consider these three levels of sophistication: Level I -- "Gut" segment strategy: Otherwise known as not having any segments at all, at this level the business may be doing relatively well, but all of its marketing and service [More]
Personas are usually built to understand the details (and motivations) of a particular segment. Experienced marketers know the typical persona questions: Who are they -- demographically and psychographically? What service or product features are important to them? What challenges do they have? Where are they located? How do we reach [More]
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