2/3 years ago segmentation and personas had a significant value for delivering the best digital experience for your customers as they could be used to design and write content targeted as the right customer/audience. This is when attitudes and behaviors of users had a static life of 6-12 months or for some content heavy sites 1-2 years. Companies are now loving more towards personalization and dynamically targeted customers content based on real time learning.

Segmentation is still very valid as it splits the customer base on demographics, tech ability and device usage/preference and other common behaviors which have a longer lifespan. What about personas? With real time dynamic content and companies manipulating behaviors by serving targeted messaging and promotions, would this not change the life cycle of a persona as behaviors are changing frequently based on content served.

Be interested to here people's views….