Let’s consider an example: A health-tech startup that offers a fitness tracking app could create several personas like “Fitness Enthusiasts”, “Weight Loss Seekers”, or “Health-conscious Parents”. These personas would vary in age, fitness goals, preferred type of physical activities, tech-savviness, and more. Understanding these nuances can help the startup…

When running a PPC campaign you choose where and when your ads will appear based on a number of factors including keywords, location, website, device, time and date, and more. All these optional elements allow you to segment the market into small groups and bring the product/service to the right target audience.

The challenge for brands is not only to own intelligence about customer demographics, data about past purchase decisions or even what they have browsed at the last visit, but also marketers have to be always ready to deliver tailored and customized experience to customers with the use of customers’ past data, integrate with present contexts and be able to predict future behaviors.

Consider an online health food store that has identified two main customer personas: “Healthy Heidi,” a working professional in her 30s looking for nutritious meal options, and “Fitness Frodo,” a gym enthusiast in his 20s seeking high-protein foods and supplements.

The COVID-19 crisis has spurred an expansion of e-commerce toward new companies, customers, and product categories. In the United States, for example, whereas the percentage of e-commerce in total retail climbed steadily between the first and second quarters of 2020 (from 9.6 percent to 11.8 percent), it jumped to 16.1 percent between the first and second quarters of 2020.