Proper segmentation of your target market is extremely important to media planning and collateral creation. We’ve already discussed how creating personas help define your audience, but are personas enough to get the right content to the right eyeballs? Not usually. Let’s break down the best way to slice and dice your audience to ensure you’re getting the right messages to the right people.
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It’s Not About You: Why Persona-Centric Marketing Collateral Is Effective
Everybody has that friend that just loves to talk about themselves. In the marketing world, isn’t the same true for some brands?
Unfortunately, brand-centric messaging is not a viable practice for marketers. Audiences demand personalized content that meets their needs, not the needs of the brand. [Read more…]
It’s Time to Kill the Marketing Campaign
Change is prolific in marketing today. From real-time bidding, to programmatic media buying and proving ROI of marketing activities, change in this industry is inevitable. Yet one aspect of marketing and advertising has seemed to avoid evolution — the campaign. [Read more…]
Join the Movement – Let’s Save Marketing Together
Marketing, as a practice, is in danger. On Madison Avenue, big agencies are being usurped by business consultants. On the front lines of many org charts, the boundaries between sales and marketing are blurring. As marketers, we are expected to do more, using more technology, with less and less budget. Meanwhile, our channels fragment and as marketers we lose focus. The very technology trying to disrupt and simplify the practice of marketing makes our jobs that much more complicated. And we can’t do it all. [Read more…]
We’re Doing it Wrong: 3 Ways Marketers Are Abhorrently Wasteful
The time has come. Digital has taken center stage and the perception is that if it’s bits and bytes, it’s measurable. This means the spotlight is on marketing to prove how we spend our time and money. Are you feeling the pressure? Today I lay out three common marketing practices we should reevaluate to find greater efficiency and impact in our marketing efforts. [Read more…]
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