Audience personas have long played a key role in marketing that works, but ready access to rich data is transforming how it’s done. No longer reliant on basic demographics, marketers can now gather insights into attitudes, behaviors and perceptions to get a complete understanding of their consumers and determine when, where and how they should be engaging with them.View full post
Today we live in what I call the ‘audience era’ – an age where everyone and everything has an audience.
The origins of this are not news for anyone in marketing. Mass-market social media combined with 24/7 mobile access has radically reshaped our communications environment. Publishing to an audience today has been simplified to a single button press, so it’s no surprise that, according to our data, an incredible 82% of internet users now publish a video, photo or review online at least once a month.
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In 1994, the world’s first banner ad made its debut appearance on the web. Despite its lack of design and simple message, the ad earned an incredible 44% click-through rate for four months running. Twenty-two years on, the marketing and advertising landscape is almost unrecognisable. With conversations shifting dramatically from banner ads to content, communities, SEO and beyond, the digital marketing sphere has exploded in response to the growing power of the consumer, and the increasing demand for more.View full post