Recommended reports
Conversion Rate Optimization Report
This is the third annual Econsultancy Conversion Rate Optimization Report (formerly knows as the Conversion Report), in association with RedEye. The research looks at the types of conversion and measurement used, as well as tools, strategies and processes employed for improving conversion rates. The report also examines different areas of best practice and identifies which techniques and methods are most valuable for improving conversion rates.
2012: Email in Action
Consumers are changing the way they use digital media, and email marketers are adjusting their strategies accordingly. This study, Email in Action, was produced by Econsultancy and the Email Experience Council of the Direct Marketing Association, and drew input from over 450 marketing organizations and agencies in North America with an email focus. It examines the big changes, reveals current adaptive practices, and explores the creative ways in which email marketers are responding to new challenges.
Retired at Retired
30 November 2005 09:37am
Personal Marketing is lookng like the technique-du-jour for web marketers. It is a way of segmeting anf describing your target market.
The idea is this. You create a fictional person (a persona) to represent each of your market segments. The persona includes name, age, even a picture as well as a bio. Then the marketing campaign is considered from that person’s point of view – “what would Vera think about that?”
I have written a very brief overview of the topic plus some useful links in my last newsletter. Click here for the text.
Bob
Commercial Director at Future Workshops
02 December 2005 17:29pm
Hi Bob, I see this as something that is making a comeback. Back in the 90s I worked in advertising and the media people came up with something called CATS (Consumer Analysis Targeting System). They were very proud of this and it was seen as intellectual property and closely guarded. It was pretty much what you describe. The characters were people like Cultured Katy, Leisured Larry, Hedonist Harry, etc. each with specific profiles. These 'characters' would then be used in a number of different ways, eg what would their attitude be to this product? what would they think of this means of communication? what would their propensity be to buy? These days I guess it is used more for user experience mapping from the point of view of each of them. I think it is a sensible way of approaching things but I'm sure it's been around for a very long time, way before the 90s I would imagine. I'm sure people were doing it before this ad agency. Cheers, Dashford.