Converging in on Your Online Persona

C

I’ve posted about the creation of online personas and where they may live (the browser vs. the social network) and recently read (and commented on) a post entitled Firefox Could Be the Real Facebook Challenger by Marshall Kirkpatrick of Read Write Web. This is an excellent post and sites several reasons for Marshall’s belief that these two companies will soon be in the same business. Some of those reasons are:

This convergence is going to happen. You’re going to be able to travel throughout the Internet and marketers are going to know who you are and what you want. (All of this combined with Google knowing what you’ve been Tweeting about and other businesses like Fuser mining the data contained in your email; with your permission of course.) Once the data is collected, targeting micro-segments technically gets pretty easy.

The wild card in this scenario is of course the iPhone app (not to mention mobile in general). Applications on iPhones are responsible for a lot of ad revenue for companies like AdMob. I spoke with AdMob and they will work with developers to get them information about the user that clicked on the ad. This is a tremendous value add (not ad) for marketers. There will also need to be an unprecedented amount of collaboration between businesses to help create accurate user personas. For those of you that don’t like the whole idea (like my wife) you should be given complete control over their personas.

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I'm an Associate Teaching Professor of Digital Marketing at the Daniels College of Business, University of Denver. I also consult with startups and established brands. I'm currently focused on artificial intelligence, cognitive neuroscience and culture. I am married to an amazing woman and have two incredible children. I was raised in Colorado and spend my free time with family, biking, snowboarding and going to the Pacific Ocean to SCUBA dive and/or surf. I'm passionate about architecture, design, street art, photography and the art that tattooing has evolved into.

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