Posts Tagged ‘effective marketing’

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Narrow Your Focus!

Tuesday, March 18th, 2014

Too often businesses – large and small – cast a wide net when it comes to those they believe they can or should serve. Perhaps counter-intuitively, when you attempt to serve everyone, you lose the ability to effectively serve anyone. Just because your product or service literally could be consumed by the masses, doesn’t mean that should be your focus.

The more you are able to effectively segment your broad market into niche-specific “chunks,” and the better you understand those chunks, the more effective you will be at both identifying the appropriate communication channels and developing the right – and most compelling – key messages. Unfortunately, many marketers fail to do this, or fail to do so effectively.

The biggest misstep we see (more…)

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What Are the “Right” Metrics to Measure Marketing Effectiveness?

Thursday, January 2nd, 2014

Over time, I’ve come to realize two things about my love for marketing:

  • I’m addicted to response. There’s nothing I like better than developing strategies and tactics, implementing them and seeing how well they worked. The higher the numbers, the greater the rush. The lower the numbers, the greater my need to boost them.
  • I’m comfortable with—even driven by—the ambiguity of marketing. There are no truly “right” answers to a lot of the questions that marketers ask, and I’m okay with that.

One of the questions that there isn’t a “right” answer to is a question that is posed frequently these days. “What are the ‘right’ metrics to measure marketing effectiveness?” (more…)

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Challenges on the Horizon for Marketers in 2014

Thursday, December 5th, 2013

As 2014 rapidly approaches (I can’t believe how rapidly it’s approaching…) businesses are looking ahead to the New Year and thinking of the challenges and opportunities they will face. We recently responded to a reporter’s inquiry about marketing challenges lying ahead in 2014. Here’s our perspective:

There are two key challenges that businesses are likely to face in 2014 from a marketing standpoint: one is evergreen, the other is continuing to emerge: (more…)

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STP: A Useful Marketing Acronym

Thursday, October 17th, 2013

One of the marketing concepts that I find many people struggle with–even marketing professionals–is defining a target audience. Seems pretty simple but, in fact, most people tend to cast a very wide net when determining who to target their marketing messages to. Much of this is because, I’m sure, we all have a tendency to believe that our product or service could appeal to a large segment of the market. So we attempt to reach the masses and, as a result, fail to effectively position our product or service within the minds of an audience that is most likely to respond. (more…)

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What Makes Great Marketers Great?

Thursday, April 25th, 2013

The skills of great marketers are many, but are primarily rooted in an understanding of consumer or human behavior and all of its complexities. Marketing is a challenging field of endeavor because, while there are certain principles and tenets of practice that are widely accepted, there are also many exceptions that challenge the rules. I’ve been a marketer, I’ve worked with marketers, I’ve hired marketers–both as staff people and as external consultants or vendors. I’ve worked with both effective and not so effective marketers. What does it take to join the ranks of the effective marketers?  In my opinion, those who will be most effective in marketing-related positions are those who: (more…)

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