ChoiceStream

According to ClickZ’s Brian Massey – who is also a Conversion Scientist - marketers knowingly and unknowingly use personas in their marketing every day. Every marketer has an image “in [their] head of the person [they] are marketing to.” They think of this image when reviewing strategy, reviewing designs, and writing ad copy. According to Massey, the most important persona to market to are “touch-point personas,” which are profiles of the most important visitors to a Web site, the “touch point.” Best Buy uses touch-point personas for its stores. Maybe most importantly, “these personas allow us, our agencies, and marketing teams to consistently create messages and experiences that encourage our best visitors to take action, growing our brands and adding revenue to our bottom lines.”Read the full article