Persona-based marketing is one of the most popular marketing strategies in use today. After researching and compiling traits and characteristics about the ideal type of buyer to whom you’re marketing, ...

Ask anyone at women’s apparel cataloger/retailer Appleseed’s to describe Kate, and they will tell you that Kate is a baby boomer, a mother — maybe even a grandmother — who is active in her community ...

Want to reach the right people with the right message at the right time? Buyer personas could be the answer. A buyer persona is an in-depth, semi-fictional profile of a person (or persons) who ...

This article is part of an occasional series from leading voices about key issues facing marketing today. When someone has a hot-sauce habit, he knows when that extra zing of impact just isn't there.

In the past few years, there's been a quiet revolution taking form, led not by corporations with deep pockets but by solopreneurs. These solopreneurs are nimble, savvy and armed with the most potent ...

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. Brands are increasingly ...

Today’s buyers have more ways to interact with businesses than ever, but this doesn’t always translate to a positive customer experience.This paper from Silverpop, an IBM company, shows how customer ...

The term “persona marketing” might conjure up images of a large organization, with dedicated teams to marketing, graphic design and video production, but those need not be the hallmarks of ...

There are two primary ways marketers reach customers. Impersonal advertising represents the textbook definition of advertising -- persuasive communication that uses paid media placement to promote a ...

Once you have a clear picture of each persona, creating targeted and compelling messages and content becomes much much easier. This template will help make the process of creating your buyer personas ...