When women’s ears perk up, as they did following the publication of Sheryl Sandberg’s book, Lean In, my company pays attention. For the last 25 years, our marketing research consulting firm has been studying women. This spring, we decided to apply our research to the polarizing reaction to…
Archive for the ‘Segmentation and Targeting’ Category
Monday, May 6, 2013
Why ‘Lean In’ by Sheryl Sandberg Is Causing Many Women to Lean Back
Continue reading "Why ‘Lean In’ by Sheryl Sandberg Is Causing Many Women to Lean Back"
Thursday, September 27, 2012
Who Does Your Marketing Serve?
What if people were willing to pay you for the privilege of receiving your marketing materials?
A while back, I spoke with Laura Fitton about the idea of “useful” marketing, and we thought that, if you could actually get people to pay you for your marketing, that that would be a leading indicato…
Tuesday, September 4, 2012
Three Types of Local Websites (What’s the Best One for Your Brand?)
The Internet has forever changed the shopping behaviors of consumers. They are investigating products and services like never before.
While many consumers are buying online, the majority who begin searching and researching products online end up making purchases in stores. According to industry f…
Wednesday, April 25, 2012
Create Content for the Person Who Sits Next to Your Clients
I interviewed Eloqua’s Joe Chernov for the most recent episode of Marketing Smarts because I wanted to know why he had hired a brand journalist and how that was working out (very well, it turns out!).
In the course of our conversation, Joe started talking about the audience for Eloqua’s content, …
Thursday, March 22, 2012
Don’t Believe These Three Small-Business Marketing Technology Myths
If you’re a marketer who also is the leader of a small business, you’ll enjoy this interview with technology evangelist Ramon Ray. In addition to being an expert about using technology strategically to grow small businesses, Ramon is a journalist, event producer, speaker, and the author and editor…
Tuesday, October 25, 2011
New Study: Brands Want Your Babies
Marketers have long developed strategies and tactics to turn young children into brand-conscious consumers. Exposed to TV and radio from a young age as well as new digital platforms, kids are fair game for marketers who seek to make brand devotees out of the most susceptible demographics.
Accordi…
Friday, October 21, 2011
Know Your Buyer: Two Marketing Case Studies
School is back in session. So, how about a little review? No quiz, I promise … It’s about your buyers, though. How well do you know them?
Do you know your buyer?
Creating buyer personas isn’t just a way to fill up a meeting block. And actually executing on them is even better. Take the exa…
Friday, August 5, 2011
How to Rev Up Your Email List’s Growth through Social Sharing
Want to grow a large and active email file? Get your subscribers to talk it up. Just as in any other marketing, word of mouth promotion for your email program can be a very effective strategy.
This is the best argument I’ve seen for the value of social media sharing. Having prospects and custome…
Thursday, March 31, 2011
10 Questions to Ask When Creating a Persona
Your site has hordes of visitors every day clamoring to check out the vintage comics you sell. But what do you know about your visitors? Are they die-hard fans of specific series? Older folks caught in childhood nostalgia? Rather than make assumptions, create personas of your users.
A persona …
Wednesday, March 23, 2011
If Marketing Automation Could Talk: An Interview
Of the many aspects of my job, one that I enjoy most is the various conversations I have daily about the emergence of B2B marketing, marketing best practices, and the new B2B buyer. These discussions, in which ideas are exchanged, are a highlight for me. Recently, I had the opportunity to sit down…
