I recently planned a graduate business school Digital Marketing program with over 20 speakers from the top, global, digital marketing and analytics firms presenting the latest and best uses of their platforms, tools and technologies. Recurring themes in virtually every presentation were understanding and identifying:
- Target personas
- Their purchase journeys
- Pain points
- Overall customer experience
The Challenge
Exponential advances in big data analytics have only made the decision of identifying target personas harder, not easier. With so much data brands can now know about their entire customer base, from likes, shares and tweets, to demographics, psychographics, and purchase behavior (at every stage of their purchase journey), by location, weather, and time of day, it’s hard to make sense of it all. There are an infinite number of distinct messages brands can craft. Flashtalking"s dynamic creative capability can customize online ads based on different, defining consumer characteristics using a modular approach that varies marketing element combinations such as images and copy lines, within ads .
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