Tag Archives: segmentation

Re-Seal the Deal: Category Repurchase

Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading

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Marketing: It’s About People

Segment the universe first, determine your target audiences, and craft offers that appeal to those people. If you’re mostly worried about audience reach or how many devices are in your graph (whatever that is), you’re not marketing. Sorry.

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Twitter’s NYC Targeting Tribulations: Dunkin’ Donuts Edition

If you don’t know exactly what you are buying in social media, don’t run the impression. Never, ever, trust the algorithm Continue reading

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The First Step In Targeting: Product. Huh?

As a proper marketer, before you begin segmentation and targeting to create your strategy, look first to the first P of marketing. Your product. Why? If your product doesn’t work, the most brilliant targeting strategy can’t work. You’ll have no monthly recurring … Continue reading

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You’re Buying Digital Media All Wrong

The only people who ever got rich by developing exotic solutions to common problems are the ones selling the solutions. FOMO (fear of missing out) is not a reason to be wasting your dollars on untested media or unproven “audience” schemes pitched by salespeople. If the media works, it will be there tomorrow. Continue reading

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Buying Audiences, Getting Worked

I thought the modern age of non-intrusive advertising was supposed to give me only the relevant ads I wanted to see, lovingly presented to me by some perfect algorithm hand-crafted in a loft in SoHO? Ta-da–you’ve just seen what happens when you get stuffed into an “audience.” Continue reading

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