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Say Goodbye to Personas: Adapting Your Marketing Strategy for Today’s Consumer

Rich Smith, CMO at Jornaya, writes about delivering personalized experiences with more robust customer data vs outdated personas in this Customer Think article.

Personas, he writes, have historically played a central role in the marketers’ playbook for understanding, segmenting, and targeting consumers. By dividing groups of consumers based on characteristics like demographics, income, occupation, and location, however, what is ultimately created is a profile of the “average” consumer within each segment. While this strategy can be helpful when trying to gain a high-level understanding of your various audiences, it falls short for engaging consumers in 2021.

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