Your audience research is the starting line, not the finishing line

Our Head of Digital Strategy, Matt Popkes, recently had an article featured in AdNews, exploring the eternal ‘so, what next...’ question when it comes to audience research, segmentation and customer journey mapping.

 “As an industry, we are breaking our mass audience into distinct segments. We are creating personas to humanise our customers, defining their priorities, challenges and unique circumstances. We are mapping the customer journey to understand when, where and how we can engage with and interact with our customers. What happens next is the challenge. Because often, what happens next is…nothing.”

Click on the link below to read the full article on AdNews.