I love this recent story that David Meerman Scott tells over at his Web Ink Now blog. The post, “Persona based content marketing at the Nobis Hotel,” describes how this Stockholm hotel uses a deep understanding of its target customers (Scott calls them “buyer personas” — we call them target customers) to create a unique travel experience. I love how the marketing manager uses customer reviews at TripAdvisor to understand how customers talk about the hotel — and then reflects those same words back in its advertising and search engine optimization. Scott tells the story well — so jump over to his blog and read more. For marketing instructors, I think it provides an excellent example of customer behavior, market research, positioning, and social media.
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