As marketers we all understand the importance of audience segmentation and targeted communications. Many of us will have gone through the process of creating customer personas in an attempt to understand our audience better. By assigning them a name, lifestyle, and specific traits, we try to put ourselves in their shoes or bring them to life.
But traditional demographics and personas still leave marketers using fairly broad strokes when it comes to creating content for those segments.
So the questions is – in this digital, data driven age, have we outgrown traditional, limiting customer personas? In our eBook we introduce the concept of using brain preferences to drive personalised content. We discuss (Very briefly) the basic principles of how it works, and how it could in theory be applied to marketing communications in the future.