What are personas and why do we need them?

Are you one of over 40 million of us still yawning from a late night of Adam Levine abs and not enough touchdowns? 

We’ve all been there. It’s the moment you’re sitting at your desk at work and all you can think about is that beach in a country far, far away. It’s the moment your imagination goes wild and your mind begins to play out your dream vacation – it’s the moment you begin the trip planning process.

According to Google research, 37% of people think about their next trip weekly to several times a month. When someone is beginning their trip planning process, what kinds of things are influencing the decisions they are making? How can we as marketers influence the process, touch points and decisions that each potential customer is making along their journey of trip planning?

Two years from twenty. Two years from forty. Millennials are an expansive range of individuals who are as easy to comprehend as a Gordan Ramsay cooking video. Deciphering how to talk to them? Now, you’re adding yet another layer to the hazelnut meringue.

As we ponder the opportunities to become better marketers in 2019, it is easy to feel that we are on the cusp of another marketing revolution. Voice marketing, privacy laws, and OTT (over-the-top television) are all influencing consumer behaviors, and therefore affecting how marketers interact with them. As new tools and channels gain traction in 2019, marketing strategies are likely to evolve rapidly throughout the year–– or at least among early adopters.

Advertising hasn’t always been seen as the most trusted industry. It’s known for half-truths and bait-and-switches in the name of a few extra dollars.

A customer journey model, like a marketing funnel, is helpful when tracking customer progress toward a desired action (conversion). As with any decision path, the coordination of sound strategy and timing of tactics is key to success.

The goal of any sales journey is to be in the right place at the right time.

Have you ever tried to hit a firefly with a pebble? In today’s morass of messaging, marketing must work harder and smarter, looking beyond the finite universe of tactics to satisfy strategies that coincide and bring the customer positive brand experiences in a timely manner. If we understand the circular (and at times organic) nature of the customer journey and look beyond our tactics to products and properties that enhance and capture brand advocacy, we increase our chances by launching not just the same pebble our competitors have access to, but multiple pebbles from different directions, at the right moment. With this type of approach in-mind, your chances for building a strong, sustainable brand increase exponentially.

Once when I was conducting brand research for a large regional bank, I was interviewing commercial customers and prospects and heard one piece of unexpected feedback over and over. ‘Quickly. I want the answer quickly, even if it’s ‘no.’ It’s interesting that getting turned down for a loan can be considered a positive customer experience. 

VI Marketing and Branding and its client, Shape Your Future, have been selected among OKC’s top PR firms, winning the Best in Show Award-Tactics at the 41^st Annual PRSA-OKC Upper Case Awards Banquet.  

Part 1: If you're reading this, you should damn well be blogging.

Well, hello. Fancy meeting you here. We weren't expecting company, but we're glad you dropped by. Who could blame you, really? I mean here we are, a sophisticated marketing juggernaut. Then there's you — the enquiring mind, parched for fresh ideas.

This beautiful thing we've got between us? It's more than passing fancy. It's a blueprint for taking your brand from Point A to Point Kicking Ass. You see, blogging deepens the relationship with your audience along a number of important dimensions. So slip off your boat shoes and stay awhile. Let's chew the proverbial adipose tissue about the whats, whys and wherefores of blogging.

First up, the whys. Here are four undeniable reasons to get the blog train choo-choo-chooing.

1. You're a suspicious character and probably full of crap.
After all, you're SELLING STUFF. And people who sell stuff are pathological phonies who'd say anything to make a buck. Or, maybe... I don't know. Maybe you're not so dastardly after all. I mean, that limerick in your blog wasn't totally cringe-worthy. And you seemed so... Darn. Genuine. Are you human? I'm starting to think so.

It’s hard to believe that less than ten years ago, “4G” and “LTE” were buzzwords at consumer electronic tradeshows. In that short span of time, advertisers were given an arsenal of new mediums capable of reaching an increasingly powerful cohort of eager consumers. The yields of a 4G-connected world included easier mobile video streaming, the exponential growth of app stores, programmatic advertising platforms, and the genesis of artificial intelligence, virtual reality and augmented reality. Now, these new capabilities have hit a ceiling — they can only perform as quickly as our rapidly aging communication infrastructure will allow.

David Hinds is Oklahoma City.

You’d think a metropolitan area home to 1.3 million people couldn’t be personified into a single soul, but there stands David. At a staunch 6’6, he’s big. And with an easy-going attitude and warm personality, he’s friendly.