Posts Tagged ‘targeting’

Email Marketing: Updating an Old Standard for Today’s Consumer

Tuesday, December 8th, 2015

Email marketing is still a staple of any digital marketer’s repertoire, but the technology has become much more sophisticated-and so have your consumers. In this cluttered environment, understanding how to best target and connect with your audience as well as compel them to action is critical. For those in the know, email marketing is far from being a dying breed, despite the proliferation of other online and mobile options. (more…)

Please follow and like us:

What’s The Best Way to Advertise to (Insert Group Name of Your Choice)?

Thursday, September 4th, 2014

It seems like just about every week I see a question on social media, or coming through various media feeds that I monitor, asking something like: “What’s the best way to market to millennials?” or “What’s the best way to market to Baby Boomers?” or “What’s the best way to market to mothers?” or…insert any group you can think of.

While I do believe that any question is a valid question, and this one obviously must resonate with many, the question itself points to what would be my key recommendation: (more…)

Please follow and like us:

Yes! You DO Have Competitors!

Tuesday, May 6th, 2014

Every once in a while, we work with a client who believes that they do not have any competition–they are unique or their product is so exceptional that there is just nothing that competes. Those client conversations are always just a little bit awkward because, in reality, every organization of any size has competition of one form or another. Even an organization that is introducing a truly unique and innovative new product will deal with “indirect competition” (literally, “any other alternative” to what they have to offer). Acknowledging competition can be tough, but it’s a critical step in determining how to best “position” and sell what it is that you have to offer.

One way to think about this is to ask yourself the question: (more…)

Please follow and like us:

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…)

Please follow and like us:

Want to Excel at Generating Response From Your Market? Focus!

Tuesday, July 2nd, 2013

Client question: “What’s the best way to communicate with the under-35 market?”

It’s a legitimate question and certainly marketers need to think carefully about how they will communicate with their market, recognizing that markets are different. The only problem with this question (and it’s one that most marketers ask in one form or another) is that it doesn’t go far enough to identify a specific market focus. The group of individuals who are under 35 is a very, very broad group, after all. What is the likelihood that there would be a single, “best” communication strategy for them?

When it comes to targeting marketing messages, the advice I offer, regardless of what you are attempting to sell or what response you are attempting to attain, is to (more…)

Please follow and like us: