How to create effective marketing segmentation and persona strategies

We’re in the era of social media and constant online presence — brands are battling for every inch of real estate in the market of consumer attention. These companies aren’t just up against direct competitors, but also every other company, prominent figure, or social media user that’s trying to engage their audience across different digital platforms. 
With the number of global social media users expected to reach 4.8 billion this year, these online spaces are getting more and more crowded. This also means it’s getting more and more difficult to get branded messaging in front of specific users.