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What are the end-to-end user journeys as boundaries blur between consumers, stores and consumer brands? Because users do not wake up in the morning and think, “I need a new app today,” for example.If marketing is going to interrupt you with something that they think is important to you, they have to find a way to tell the user about it so that it resonates with the user. Personas are fictional characters used to represent specific segments that interact with the brand across a variety of touchpoints.Traditional Ted, in his 50s, is an executive at a Fortune 500 corporation. To relax, Ted watches TV and reads the newspaper, both of which contain advertisements.He keeps up to date on his industry by attending trade shows and reading the monthly industry print publication, often scanning the ads to see the vendors’ new products.Ashley binge watches TV on the weekend using Hulu Plus and Amazon Prime.Introvert Dave is a coding savant at a software company in Denver.In his free time, Dave relaxes by smoking pot and watching TV shows on Hulu.



They are helpful in distilling key information into more succinct stories that can be quickly understood.Susan is a multi-tasking digital native who feels naked without her smartphone.Everything she does revolves around the mobile phone. The first thing she does when she gets up is check Facebook Newsfeed and Whats App for messages. She is part of the generation that connects to Facebook before she gets out of bed, and connects to Facebook in bed before going to sleep.To do this, businesses need to deliver an customized experience, which enables them to be more helpful, more relevant and less interruptive to their customers.

I believe an effective way to illustrate how people have transformed the way they consume information, research products and services, make purchasing decisions and share their views.

If she is looking for a vendor for something her company needs, she starts by searching on Google and then asking her peers in her Linked In network about their experiences with different vendors.