Persona sets developed without the use of a proven mental model are rarely sophisticated enough to meet the needs of an omni-channel world. These days, our clients want robust, authentic, thinking personas that:
1. facilitate better content marketing
2. have a predictive capability
3. provide visibility into the customer journey and insights into how to improve it
In the B2C world, competitive pressures call for personas that can be applied predictively. Website design teams need a productive, efficient way to prioritize the ever-expanding list of features, functions, and digital experiences they can build into their sites. By researching and creating personas using a proven mental model, design teams have the ability to predict their personas’ response to the design options. This saves time, removes friction from the development process, andreduces the risk and cost of downstream rework.
In the B2B space, the challenge is all about creating content and delivering it to the appropriate audience at the optimal point in their decision-making journey. C-suite personas, as an example, reduce the cost and raise the impact of content by better defining who will consume it, why they value it, and when they want it.
Join Roger Beynon, our CSO, on November 20th at 11:00 AM, as he presents this thought provoking webinar.