Each marketing journey begins with the consumer. Complete understanding of your consumer is crucial to your success. This goes well beyond demographics and into the psychology and behaviors that determine decisions. What are their pain points, what are their goals and what drives them to choose one product or service over another? To answer these questions, our first order of business is learning about your target audience. We build a “Buyer’s Persona,” a detailed, multi-dimensional model of your ideal customer based on market research and data. As we’re developing this, we plan the “Buyer’s Journey,” the process all consumers go through in traveling from Awareness, through Consideration and finally to Decision.