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Personas are all about the who — no, not the famous rock group, but everyday consumers like you and me.  This isn’t to say that marketers and The Who don’t have anything in common.  In fact, in their 1978 song, “Who are you” the Who repeatedly asks the same question today’s marketers ask of their consumers: Who are you? Who? 

LinkedIn Learning and I are proud to announce our must-watch video series, “Marketing Foundations: Integrated Marketing Strategies.” Take control of your brand in 2018 with a comprehensive video tutorial course. Learn the ins and outs of integrated marketing communications (IMC)—and how to implement the new planning blueprint we call Brand Choreography.

According to the CMO Council, consumers are ready to listen to engaging brands. “For today’s consumer, choices are endless, and marketers that don’t take the time to capitalize on speaking to the consumer in a way that feels personal are sure to experience brand defection,” the study says.

Here’s the catch: In order to engage your audience, you have to know who they are.

This is marketing 101. And yet, in the rush to get followers, likes, and reshares in the digital age, a surprising amount of brands are skipping this step. The truth is, if you don’t know your audience, your IMC strategy is never going to get off the ground.

Knowing your audience means understanding their needs and the solutions you can offer them. However, according to the CMO Council, “while the pain level is very high, too many marketing organizations are failing to take the steps necessary to remedy this problem.”

In “Marketing Foundations: Integrated Marketing Strategies,” we show brands how to focus on the basics in order to take a massive leap forward.

To learn more about how you can maximize your brand message across touchpoints, check out our new LinkedIn Learning video tutorial course, “Marketing Foundations: Integrated Marketing Strategies.”  And, to really take your game to the next level in 2018, check out our other online course for LinkedIn Learning: “Social Employees: The New Marketing Channel!

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