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James Michelson, founder and principal at Indianapolis-based JFM Concepts and author of "Cross Media Marketing 101: The concise guide to surviving in the C-Suite," reminded the primary use of data and demographics in a cross-media campaign is to create "personas" for potential visitors.
"Personas are profiles that describe the characteristics of a prospect," Michelson explained. "This profile can be as simple as utilizing separate text for male or female visitors or something complex like varying offers, text, graphics and videos based on industry vertical, client type, revenue, distance from office and thousands of more criteria. Creating these personas is not complicated and only requires the use of a spreadsheet."
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Melissa Busch
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