Understanding who the customers that you need to target are is another important part of the process. What do they want from your company and from you? And maybe more significant is, what they don’t want from you. For product managers, executives, marketing managers, and many more, the main goal in life became the improvement of products, sales performance, marketing efforts, and so on. Good Facebook campaigns will improve a client’s life in a meaningful way.

Many of the larger companies have most likely spent enough resources or time thinking through client personas and segmentation. Personas are a way to humanize a client segment by making some general assumptions about how individuals live in certain segments, how do they think, what do they do, etc. Personas are very good for starting the creative process. Although from time to time they can be a support used to make simpler thinking, they can be very helpful in thinking when one’s consider customer engagement.