A few of my friends are putting together a fascinating new piece of research called The Social Habit, providing a wide range of insights into how consumers use social media. I’m really jazzed about their work, for a number of reasons. 1. Hero Worship Look, let’s just get this out of the way first —…
Whether you’re starting up a new business, launching a new product, or simply making adjustments to what you’ve been doing all along, a little planning can go a long way. Now, I’m a marketing strategist. I believe a marketing plan should start at the beginning — with your audiences — and do a thorough job…
I had an interesting experience last week when a client pulled me aside to make me aware that the company’s CRM guru was loudly expressing his concern that this “warm and fuzzy” attitudinal approach to audience segmentation couldn’t hold a candle to good, old-fashioned database analytics. This isn’t the first time it’s happened. I often…
Gail Goodman, writing for Entrepreneur, makes a great point about how audience segmentation can transform your email marketing, making it more relevant, impactful and effective. Unfortunately, I have to take issue with her recommendations about segmenting your audience in the section titled “Selecting Your Segments”: “To be effective, most businesses need only two or three…
Recently I noticed that a former client has been running their old television spots — undoubtedly an effort to take advantage of the recessionary conditions and reduced advertising presence of their competitors, and to do it at a bargain-basement price to boot. I applaud this company for recognizing that now is a great time to…