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Multichannel Marketing Issues, Part 2

Posted By Bryan Eisenberg On September 2, 2005 @ 10:12 am In Media Optimization,Multichannel Marketing,Personas | No Comments

Part one [1] 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 [2]:

Continue reading my column at ClickZ… [3]


Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2005/09/02/multichannel-marketing-issues-part-2/

URLs in this post:

[1] Part one: http://www.clickz.com/experts/crm/traffic/article.php/3528081

[2] a persona created for Best Buy: http://www.washingtonpost.com/wp-dyn/content/article/2005/08/16/AR2005081601906.html

[3] Continue reading my column at ClickZ…: http://www.clickz.com/showPage.html?page=3531341

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