53% of businesses use customer personas This is the third of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.The expectations and needs of a customer or potential customer change as that customer or potential customer moves through the purchase process. For most businesses, there are different opportunities for influencing customers and […]

53% of businesses use customer personas This is the third of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.The expectations and needs of a customer or potential customer change as that customer or potential customer moves through the purchase process. For most businesses, there are different opportunities for influencing customers and potential customers as they move through the purchase process. The information a customer or potential customer needs or will respond to, the media they will see or respond to, and the service-related factors that influence them will vary according to whether they are: Researching a potential purchase Identifying the available options Assessing the available options Determining which option they prefer Making an initial purchase Experience post purchase ‘joy’ Considering a repeat purchase At the research stage, messaging needs to be product specific and might be provided by content marketing. Identifying and assessing the options, and…