Segmenting audiences enables marketers to build accurate consumer personas

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 06, 2019, 5:06 PM UTC

Brands should document the conversations they have with their audiences to have a comprehensive view of “voice of the customer”.

Brands should focus on understanding who their audiences are and build better digital experiences to glean actionable consumer insights. Asking questions about the user’s role and purpose when they visit the website, can help marketers build accurate personas and craft relevant content.

This article says that documenting conversations like live interviews and in-person consumer conversations further allows brands to understand their audiences better. Tom Shapiro, CEO of Stratabeat says conducting off-site surveys can help brands scale consumer participation.

Analysing first-time visitor data and implementing behavioural analytics further allows marketers to have an in-depth understanding of their consumers. The author contends that marketing teams should communicate with the sales team to better understand consumer problems and enhance customer experiences.

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