Tag Archives: segmentation

Hallelujah! Millennials Are Dead. Here Comes Generation Z

Just when I was about to open a vein over the incessant furor about how Millennials are different, unique and in need of such nonsense as influencer marketing, they’re dead. Here comes Gen Z (sheesh–will somebody brand the next round … Continue reading →

Aside | Posted on Tuesday, 30 January 2018 7:01 am by | Tagged , , ,

Re-Seal the Deal: Category Repurchase

Posted on Tuesday, 10 October 2017 8:17 am by

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 →

Posted in Direct Response, Marketing, Strategy, Tactics | Tagged , , , ,

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.

Aside | Posted on Tuesday, 21 March 2017 10:26 am by | Tagged , , ,

Twitter’s NYC Targeting Tribulations: Dunkin’ Donuts Edition

Posted on Tuesday, 21 February 2017 2:47 pm by

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 →

Posted in Marketing, Media, Social Media Marketing, Tactics | Tagged , , , ,

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 →

Aside | Posted on Thursday, 12 January 2017 8:25 am by | Tagged , ,

You’re Buying Digital Media All Wrong

Posted on Thursday, 29 December 2016 11:23 am by

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 →

Posted in Marketing, Media | Tagged , , ,

Buying Audiences, Getting Worked

Posted on Tuesday, 6 December 2016 9:59 am by

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 →

Posted in Communications, Strategy, Travel | Tagged , , , , , , , | 2 Comments