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Friday, Sep. 2, 2005 at 10:12 am

Multichannel Marketing Issues, Part 2

By Bryan Eisenberg
September 2nd, 2005

Part one of this series discussed how persona use can overcome the challenges that come with multichannel marketing and help companies maximize their persuasive efforts. I outlined three specific ways to use personas across selling and marketing channels:

  • Interact with personas, their needs, and motivations, and uncover new selling opportunities. Learn how, when, and why they shop and make decisions in your category.
  • Walk through all the channels and touch points with the personas to ensure a great, consistent experience.
  • Write and speak to personas’ goals and motivations to keep messaging consistent company-wide.

Now, let’s dig deeper for some real-world tactical implementation of persona use. To do that, let’s meet Jill, a persona created for Best Buy:

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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