In the Weekly Shop this week…reasons you need buyer personas,  the five types of ecommerce shoppers and tips on how to find your best customers,  plus demystifying iBeacon’s and some possible changes from Google on the issue of “not-provided” keywords.

Five Reasons You Need Buyer Personas

Developing buyer personas is a great way to start being more targeted with your marketing and ensure you’re speaking your buyers language from the first interaction to the final sale. Our first article this week, explores five reasons why developing a set of buyer personas can provide value to your organisation.

Designing for 5 Types of E-Commerce Shoppers

Following on from the above, the Nielson Norman Group have identified five unique types of e-commerce shoppers. These different user-types are well worth bearing in mind when you’re designing your website as they can help design teams ensure that they are building usable and useful experiences for all types of shoppers.

Finding your best customers with the RFM matrix

Next up is a useful article from Econsultancy on how you can use the recency, frequency and monetary (RFM) matrix to find your best customers. Categorising your customers based on an RFM matrix can help you start identifying your hero customers, and those that need perhaps need a little more attention.

What are iBeacons and why they might change marketing?

This next article explores Apple’s new technology, the iBeacon, which is set to become to next big thing in the marketing world. Taking into account the user’s context, location, behaviour and profile, iBeacon’s offer a more targeted message from marketers. This should increase the likelihood of conversion as the customer’s attention will be caught just at the right point of the journey.

Google Reviewing “Not Provided,” Withholding Keywords From Organic But Not Paid Search Clicks

When Google made the move to secure search, it was a huge blow to publishers and also opened Google up to claims of hypocrisy as advertisers were still able receive the search terms. However, earlier this week, Google stated that they were reviewing the situation and seeking a better solution. This article from Search Engine Land ponders the possibilities of what this could mean for the future of SEO.

5 Tips to Get the Best Out of Your Digital Agency

This last article touches on the subject of the client-agency dynamic and provides five very useful tips on how you can get the best out of your digital agency to maximise your return. We couldn’t agree more.

Thanks for reading…see you next week!