Defining Online Behavioral Profile: Approach to Digital Strategy

I came across this presentation on creating online behavioral profile of consumers that a brand wants to attract. Understanding the consumer’s online behavior and attitudes can help define digital marketing strategy. This goes beyond simply knowing the percent of users on different digital channels but analyzing how they actually use the channel. What that means is not just formulating a plan based on the number of users for example on Facebook but knowing how that demographic and uses it differently.It requires more hybrid thinking approach that is, mixing the demographic profile with attitude and beliefs.

Has anyone else used this Forrester Social Technographics tool? What do you think?

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