Tamara Adlin suggested "persona" perspective while approaching your web marketing. A few thoughts on this:
1/ Her job is interesting, customer experience consulting. I think her notion of 'persona' all boils down to the basic: look at your marketing from a customer POV, rather than company POV. She noted "I think that far too many companies just look at it page by page by page, so the site ends up being not so pleasant to use"(p. 76) Too many websites focus on fancy design, emphasize their strengthes, but, not considering user's persona/experience.
2/ If I can borrow Adlin's term, I think now company also should think about "their persona". What this means, with the web 2.0, through web, companies need to share 'conversation' not just promoting their strengthes. To share the conversation, companies no longer should build impersonal website, but, web conversation channel with personality. One of the strategies to do this is to showing a real person(employee) when sharing conversation through the web. For example, corporate blogs these days, upload contents with a real people's voice, rather than "Dell", company name.
3/ As Patrik pointed out below, persona, if it took too narrowly, it could have a risk. So, companies should have a balance between the use of statistics and persona.
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2 comments:
I agree with what you say, especially in 2. Using the Internet's power to build companies' identities and forge relationships with customers seems a very cost effective way of increasing customer loyalty.
I agree with your opinion that companies should consider a balance between the use of statistics and persona.
The firm must think about customer's point of view. Like google, they made their front page with only a box so I can concentrate easily. Google also has portal site and they alway made something that consider in POV of customer. Google is one of most well known site.
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