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Personalize Or Persona-ize Yes Greece Phone Number

In its most sophisticated form, smart content adapts based on what it . Knows” (hence the term smart ) about the person receiving it.

Or should we say character?

That’s the question Scott Abel and Robert Rose addressed in a recent videotaped conversation initiated by Sean Schroeder, a director of Blue River Interactive Group. Sean organized this conversation because Scott and Robert, in their keynote speeches at the Smart Content Conference in March. Took seemingly contradictory positions on the subject of characters.

 

Here’s a summary of that conversation, which explores and affirms each point of view – and leaves content professionals with an idea of ​​when to Greece Phone Number use a character and when to stretch to customize it.

The apparent contradiction

How do Scott and Robert’s opinions seem to contradict each other? Scott encourages people to move away from personas – descriptions of categories of people.

 

“I have a strong opinion on moving to personalized content,” he says.

Robert argues that there is a place for “personalized” content, which he describes as follows: “It’s relevant. It’s done for me. It has an impact for me. But these are things that I want to share with my friends, my family, et cetera.

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‘We don’t disagree’

Are the two points of view opposed? Robert says, “I don’t think we disagree.” It uses the metaphor of the marketing funnel, which represents the gradual conversion of non-customers into customers through a series of narrowing stages. In the big part of the funnel, according to Robert, it makes sense to address personas.

 

“As the shopping experience becomes more and more intimate,” he says, using his hands to indicate the narrowing of the funnel, “the content becomes more personal.” At this point, it makes sense to address people by name, understand their buying habits, and deliver the products that matter most to them. “We’re talking about a spectrum here… You want to deliver more and more relevance.”

Scott points out the risk of overemphasizing personas. Personas work great, he says, when you want to explain things in a way that works for “the lowest common denominator” in groups of people. “But when you want to compel people to do things,” he says, content needs “that personalized touch.”

 

 

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