Marketing Metrics
The Context Sound management and resource allocation require that we measure marketing outcomes. We cannot measure everything and should not try to measure all that we can. In marketing, there are Process Metrics (friends, fans, likes, followers, page views, unique visitors)
Intentional Segmentation
The Context The purpose of market segmentation is to enable a company to differentiate its products and messaging and precisely reach targeted customers who have specific needs and wants. It allows the company to increase its overall efficiency by concentrating available
Testing Ideas
The Context There are dozens of references on how to present a good idea’. When it comes to presenting ideas my experience is that the ‘pitch’, i.e. method and format, enjoys far more preparation attention than the idea itself. No matter
Meaningful Engagement
The Context Whilst the amounts may differ, all of us are confined to finite resources at any one time. As marketing communicators, determining what we want to say, why we need to say it, and who, when, and where to say
Heuristics #1 – Brand Stories
The Context Brand stories influence our way of thinking. Telling absorbing stories can actually change the way an audience thinks about, perceives and even behaves, towards your brand. Accomplished content marketers tell their brand stories so that each ‘listener’ in the