In today’s competitive buyer-driven business world, it’s more important than ever to really understand your customers at a deeper level. That’s where buyer personas come in handy. But do you know what buyer personas are or how you can use them? And do you know why they’re important to incorporate into your online marketing efforts?
What is a buyer persona?
Not to be confused with a target market, a buyer persona is a group of people within a target market who share common demographics, problems, desires, motivations, goals and needs.… Read the rest
We’ve all been to websites that make us want to scream or throw our electronics. One common umbrella term for any of the obstacles that prevent us from doing what we want to do on a website is friction.
Gratuitous 90′s pop-rock references aside,* next Tuesday you can learn much more about website friction and how to avoid it from Fathom’s own Mike Perla, Director of Conversion Optimization.
Not too long ago, I wrote a blog post about what it’s like to not scan QR codes since I don’t have a smartphone. But recently I discovered that not having a smartphone might not be what’s really keeping my general demographic from scanning QR codes.
I’m a fairly recent college grad, and on campus I never really heard much about QR codes. As it turns out, that’s pretty normal for college students, according to a survey done by Archrival Youth Marketing.… Read the rest
Having to read and respond to emails—and often failing to read and respond to emails—is the common experience that unites professionals in nearly every field. So can you imagine if your boss decided to ban internal emails?
That’s what Thierry Breton is planning to do as CEO of the international IT company, Atos, which is headquartered in France. By 2014, Breton wants all of his employees to opt instead for in-person, instant-messaging, or social media communication.… Read the rest
The number of smartphone owners is increasing rapidly each day. People not only use their smartphones to check email and make phone calls, but they’re also using them as shopping tools. According to comScore Inc., two-thirds of smartphone owners shop from their mobile device. They make excellent shopping tools, because there are many websites and apps designed to compare prices, get product reviews, locate nearby stores, and purchase products.
If your business has a mobile commerce website or app, the goal is to lower bounce rates and increase conversions.… Read the rest