An effective localization strategy can boost brand value and save companies millions. Ignoring or doing a poor job at localization, on the other hand, can create sizable costs for a marketer – in lost sales opportunities, or even in regulatory or legal penalties.
It's always been crucial that marketers understand the needs and wants of prospects, and today? It's more important than ever. So how do you determine what's relevant for your target audience? That's where buyer personas prove an invaluable tool.
As the buyer's journey evolves to include more digital touchpoints, brands need to make sure they're producing engaging digital experiences at every turn. That means developing relevant content and delivering it to the appropriate touchpoint, at just the right time. Additionally, because content is likely to be consumed in bits and pieces over multiple platforms, every experience needs to be consistent and on-brand, picking up where the last one left off.
We're excited to share with our readers this Research Brief from SiriusDecisions on persona development. We found it particularly helpful for developing our own web-based persona strategy, which is a core part of our marketing strategy at Crownpeak.
In recent years, changes in consumer behavior have caused a paradigm shift in the buyer's journey, adding complexity to the approach marketers must take to reach prospects. So how do you reach the right prospects? Get a sneak peek into our ultimate marketer's guide that will take you through the process of developing a customer persona and then mapping the buyer's journey specific to that persona!