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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, [...]

Thu, Apr 27, 2017, Continue reading at the source
Dove, Brawny, and Bud Light have all seen great success from their pro-female campaigns. In this article, DMN takes a closer look at whether these brands actually live by their female empowerment messages or whether they're just marketing them to make a sale [...]
Thu, Apr 27, 2017, Continue reading at the source
The latest chatbot, AI, and orchestration innovations announced today [...]
Wed, Apr 26, 2017, Continue reading at the source
What barriers are holding women back today? Are they internal or external, and is sexual harassment ever to be tolerated? [...]
Wed, Apr 26, 2017, Continue reading at the source
Back it up with demonstrable actions and be generous with advice [...]
Wed, Apr 26, 2017, Continue reading at the source
Talk about the benefit of heterogeneous teams and don't shy away from asking for what you need [...]
Wed, Apr 26, 2017, Continue reading at the source