This is a recording of a talk given at the International Social Summit Barcelona 2023. Often marketers focus on the buying persona of their target customer, and forget about the searching persona. A really smart strategy will tackle both of these and use a range of different creatives and topics to generate interest and affinity with the brand and the product. Want proof? In this talk, Veronika Höller from CompuGroup Medical shows how this strategy delivered global success for a medical software business, and provides examples of content and creatives that connect with the target audience on different levels.
