Session: Search Marketing and Persona Models
The personas session, today at SMX, reminded me so much of psychology classes in college. A large group of people discussing why other people behave the way they do.
Gord Hotchkiss, President and CEO of Enquiro, kicked things off by helping the audience understand the factors impacting how humans make decisions, including:
explicit, implicit memories
past interactions with a brand
current interactions with the brand
emotions
Additional panelists included:
Brian Bond, VP Marketing and Products, Future Now, Inc
Ian Lurie, President, Portent Interactive
As Ian put it, personas are our brand’s imaginary friends.
I think the advantage of personas is really in the research it takes to get there. In order to develop personas, you must dive deeply into what’s behind prospects’ decision making, something that companies may not always invest the time in understanding.
Understand your prospects and customers (remember, they are your former prospects), what makes them tick and why they chose you.
If you decide to use […]
Written by on February 26th, 2008 with no comments.
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