This is from Zallas Technologies:

“Conventional wisdom has focused on customer identification as the foundation for one-to-one marketing campaigns,” says Adam Sarner, principal analyst at Gartner. “The reality of Generation V creating anonymous online personas, and the sheer power of their growing influence in an online environment, mean companies must change their methods of acquisition and relationship building.” He believes that CRM-focused companies and particularly their marketing departments must take notice of this change and engage with these “online personas” rather than with the actual customers who stand behind them.

“Going forward, customers’ true identities will have less importance, and instead companies will need to understand the role or persona that customers are playing at any given time and treat them accordingly,” says Sarner, who further believes that providers of third-party customer data, business intelligence, and analytic tools will shift toward consumer applications and eventually arm companies with automated, artificial intelligence and self-learning “persona bots” to seek customers’ needs and desires.

there are 6 things they list CRM focused companies need to do - this is one of them

Develop a mutually beneficial relationship. Use the information that you gather from your customer base (through data collection and communication) to create a two-way flow of information between your “persona” customers and your company. Use that input to hone your offerings to match various “persona” wants.