Do you know what your audience needs?
It seems like a simple statement: Know your audience. One of those concepts that's so obvious you shouldn't even have to say it. However, many companies launch digital marketing campaigns without taking the time to know their audience. When that happens, the results almost always fall short.
You might be saying "I already know my audience." You most likely do... to some extent. When was the last time you asked a customer what they wanted? Do you know their Internet habits? Do your clients use smart phones or tablets more than laptops? Twitter? LinkedIn? All of these questions can give you a current perspective on how your audience uses the Internet and where you can most effectively meet them. Audience personas help you create a more effective online presence—a presence that makes your organization shine.