As the world is becoming more connected, and ‘mass’, ‘world-wide’ and ‘internet’ key in the present age, the ‘normal middle’ continues to flatten (referring to Seth Godin’s bell curve or normal and ‘weird’ people). It is no longer enough for marketers to personify and serve the ‘normal middle’, using known attributes, presumed behaviours and/or demographic data. Because unlike in 1955, ‘outliers’ are not no longer few and far in-between. The normal middle, powered by an explosion in commercial content development and sharing, further immigrate and congregate in the outlying zones – deserts now have a larger population than the normal middle. As a result, future profits and business growth reside in the outlying regions of the curve.

In order to personify and target today’s outliers, marketers need to embrace, develop and target digital personas – getting as close as possible to 1-on-1 marketing. Big Data with leverage context marketing: delivering the right content to the correct person at the best time on the channel they prefer. As a result, tracking and understanding people’s digital attributes, digital body language, up and downstream click data, sales funnel position and device preferences are important considerations for effectively identifying and building outlying digital personas.

Article: Embrace Digital Personas now before it’s too late

Slideshare: Embracing Digital Personas