This presentation was featured at the Masters of Business Online conference in Indianapolis by Chad Pollitt. It examines some of the differences and similarities between traditional and digital persona development while exploring persona targeting from 1955 to the present day. In addition, the presentation looks at how technology and Big Data have impacted marketers as they decide who they will want to market to and how.
- Digital personas are not developed the same way as traditional offline personas.
- Digital personas must account for online channels, attributes, behaviors, buyer journeys and devices.
- Big Data + Personas = Context Marketing
- The goal of context marketing is to get as close to one-to-one marketing as possible.