An effective mobile content plan requires marketers to understand their consumers’ personas, and then use these characteristics to design content, according to industry participants.
Mobile signals such as likes, downloads, and in-app purchases can provide some of this personified information. Based on this, marketers can then define character traits that can be demographically based – such as males between the ages of 18 to 35, or iPhone 6 users – or attribute-based, which is a collection of action driven traits such as travelers or soccer moms.
