You won’t regret the insights.
April 14, 2023
Hey hi hello everybody! We have some extremely cool news to share next week. It has a lot to do with personas so we’re teasing the topic today with a closer look at how personas can be both a benefit and a detriment to your strategy. Learn how to stay on the right side of that divide.
Let’s get to it.
How to Avoid 3 Common Persona Traps
Personas are crucial. They focus teams and create clear pathways for users, particularly when there’s a need to segment and drive them towards specific actions quickly. Over-reliance on personas though can limit marketing efforts, brand perception, and customer experience. Instead it’s important to ask what customers want and how your business can uniquely help them achieve it, find common interests and needs, and evaluate how individual moments can reflect an ongoing journey. Follow along as Dani Hoyler navigates 3 Persona Traps to Beware with some ways to work through the nuance.
Not Safe for Brands? Or Is Your Brand Too Safe? Meet Your Customers Where They Are.
Our last Industry Night back in October focused on freelancing – this time around we’re back in partnership with StackAdapt to discuss how brands can take (smart) risks to maximize finding the right customers. That’s happening in-person on May 10th in NYC! Stay tuned to find out more and shoot a note to [email protected] if you’re interested.
How Top Consulting Firms Do Strategy (Medium)
Mix-and-match for best results.
TikTok Struggles to Enlist U.S. Merchants for Shopping Service (The Information)
Apparently there are less than 100 active US merchants.
Apple’s Latest Cookie Restriction is Ad Tech Whack-a-Mole (Mobile Dev Memo)
Stay on top of emerging changes.
Internet Advertising Revenue Report: Full Year 2022 (IAB)
TLDR: 2022 US digital ad spend was up 10% YoY, slowing down in growth from 2021 but broke $200B for the first time. Search is still dominant (40%) but market share is down. Mobile spend is up but paid social spend is down. Retail media network investment, audio, and video are all up.