Online advertising has evolved at an explosive rate. The basic static banner ads of the 90’s have been replaced with highly sophisticated, carefully targeted, wildly interactive cross-platform experiences. Testing the efficacy of these ads, however, has experienced no such evolution.
Tags: ad testing, advertising, content marketing, Digital Marketing, email testing, Facebook, marketing, mobile, online advertising, Targeting, technology, testing
Posted in Ad Networks, Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Research, Social Media, Targeting | 2 Comments »
Getting in alignment with buyers today is no easy feat. Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers.
Insight into buyers is harder to come by. The business world has been flipped upside down when it comes to the buyer-seller relationship. I believe it is a good thing. It is good for business, good for sellers, and good for buyers. What we all are striving for is the common good of getting to know each other more deeply.
In my article, What is a Buyer Persona? Why the Original Definition Still Matters to B2B, I covered the foundations of buyer persona development. To know today’s B2B buyers more deeply involves the use of qualitative contextual inquiry. Which has served the fields of social science, qualitative research, and journalism very well. It can serve B2B Marketing and Sales very well also.
Buyer persona development is an exercise in formulating customer and buyer strategies. To formulate strategies requires informed knowledge about your customers and buyers. One way to characterize buyer persona development is to call it a strategic modeling initiative. An initiative every level... Read more
Tags: buyer experience, buyer insight, buyer insight research, buyer persona, buyer persona development, buyer personas, content marketing, content strategy, customer insight, Digital Marketing, marketing, Strategy, Targeting, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Search, Social Media, Targeting, Websites, Word of Mouth | No Comments »
With Google’s announcement at Cannes Lions that it’s expanding its partner program to include advertisers, it is reinforcing the importance of creating content specifically for the YouTube community rather than just re-purposing ads created for TV.
When I first founded buyer persona development a dozen years ago, I used to get asked, “What is a buyer persona?” quite often. Nowadays, as I engage in conversations about buyer personas and buyer insights, I have to remind myself to ask what the person believes a buyer persona is.
Of late, there has been a rash of definitions added to the many, which has surfaced over the years. It is time to revisit the original definition of buyer personas and breakdown why it still matters.
The original definition established in 2002: What is a Buyer Persona?
Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. (Today, I now include where they buy as well as when buyers decide to buy.)
As you can see here, this has nothing to do with profiling. And, it has everything to do with buying behavior.
I have highlighted the words who, what, how, and why – to emphasize we are seeking the story of buyers. This has evolved to highlight the added importance of where and when. Telling the story of buyers... Read more
Tags: buyer insight, buyer insights, buyer persona, buyer persona development, buyer personas, content marketing, content strategy, customer insight, customer insights, demand generation, Digital Marketing, lead generation, marketing, Strategy, Targeting, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting, Websites, Word of Mouth | No Comments »
So, why are marketers wrong about YouTube? There are 5 reasons that for many brands, YouTube is arguably the most strategic channel on the Web.
Tags: content marketing, content strategy, Digital Marketing, Search, social marketing, Social Media, social media marketing, social media strategy, socialmedia, Video, youtube
Posted in Social Media, Video | 1 Comment »