Values marketing is a movement that’s gaining strength every day, and we’re always excited when we find others who share our vision and help us spread the word. Big shout out to content marketing expert Patti Podnar, who included Zenzi’s research in her recent article below. We thought it was right on point (and we hope you will too.) You can follow Patti on Twitter at @PodnarWrites.
Many brands spend significant time and money developing customer personas or archetypes to gain more understanding of their customers. But what exactly are personas and archetypes? Do you need to use them all? And which offer the best insights to effectively communicate with customers?
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?