Learn how to gain a full understanding of your actual customer base to improve consumer engagement across channels.
As proxies for their desired audiences, marketers have long crafted “personas” of their ideal customers. By defining the characteristics and demographics of the customers they’d like to convert, the thinking goes, they can target their offerings to those customers’ needs. However, focusing so much on the ideal customer, can leave you missing out on engaging with the people who are actually buying your products and services.
To gain a full understanding of your actual customer base, it’s time to move past the persona and get personal. This playbook explores:
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