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Marketers Must Consider Multiple Digital Personalities

Posted on 4.17.2012

Is your business catering to all of the digital personalities of the Web?

A new study from IBM reveals intriguing insights about the state of digitally connected consumers and how their behaviors and personalities are affecting Web businesses. According to the study, today’s connected consumers are demanding instant access to personalized content, and therefore businesses must deliver more relevant and valuable content than ever before.

The study breaks down the types of digital personalities so that Web companies can better and more effectively offer more intriguing content to their visitors.

The new digital personalities were broken up into the following four categories:

  • Efficiency Experts - This is the study's largest group at 41 percent. These consumers tend to see the adoption of digital devices and services as a way to make life easier.

  • Content Kings - This digital personality (9 percent) loves content, and includes consumers that are dedicated gamers, newshounds, movie buffs, music lovers and TV fans.
  • Social Butterflies - These consumers (15 percent) constantly want to access their friends via social networks.
  • Connected Maestros - This personality (35 percent) combines the behaviors common to Content Kings and Social Butterflies, but with even more sophisticated behaviors.

Because of these digital personalities, businesses should develop more strategic and personalized relationships with their consumers in order to stay connected with them. This can be done by providing experiences that are tailored to the specific personalities of a business' main consumers.

For example, a business that has an audience mostly made up of Efficiency Experts would want to make sure that their Web content is optimized for desktop computers, smartphones and tablet devices, both through user-friendly websites and innovative apps – whereas a business that has an audience mostly made up of Connected Maestros would want to make sure they have a strong social media presence as well as top-notch content, and may even want to consider adding social login or gamification features to their websites.


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