A buyer persona is a representation of your customer. It's a fictional idea of who your customer is and what he or she wants or doesn't want. It's called a marketing persona because we build an idea...

In the past, you may have been able to get away with focusing just on your product and its benefits, but your target audience likely has evolved. Its members now expect -- even demand – content that...

Most businesses are focused on how they can target the right consumers to buy their products and services, but do they really understand the in-depth reasons their customer base chooses to give them...

For as massive and competitive as the pharmaceutical industry is, it’s also remarkably personal, even intimate, in how it impacts individual lives. It’s a dynamic combination of technology and...

In the era of big data, information reigns supreme as marketers try to mold their message to a seemingly infinite number of consumer segments with different affinities. Companies might have a good...