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Customers' concerns vary, sometimes dramatically, across regions and cultures. Because these variations present business opportunities, you might expect global companies' buyer personas to reflect those variations. In fact, many organizations miss this opportunity, applying one set of personas everywhere.
Even organizations that have regional or cultural personas may lack the insights they need to succeed across markets.
Sometimes, even small differences between regional and cultural personas affect the bottom line, according to Cassio Politi. In his talk at 2016 Content Marketing World, he delivered a message for multinational brands:
Often, headquarters comes up with universal personas and tells everyone, [...]