Is Content Marketing the Next Big Thing in Advertising?

March 22, 2017

It seems counterintuitive to launch an advertising campaign that does not specifically promote a brand or product; but, that is … Continued

Targeted Marketing to Millennials: Inform don’t Pander Them

March 2, 2017

I have heard people state that we live in a world in which everyone wants instant gratification. Some marketers may … Continued

Targeted Marketing: In Search of the Perfect Customer

February 2, 2017

There is no perfect customer. Each consumer is unique is one way or another. That makes targeted marketing a challenge. … Continued

Targeted Marketing in the Age of Smart Systems

January 23, 2017

No one doubts we are fully immersed in the Age of Information. A few years ago, David Russell Schilling (@davidrschilling) … Continued

Targeted Marketing and Personalization

December 26, 2016

Marketers want customers to feel special. They want customers to feel they have a personal connection with advertised products. In … Continued

Clay Christensen: At the Intersection of Innovation and Targeted Marketing

November 16, 2016

Have you ever heard of job theory (or the Theory of Jobs to Be Done)? In the coming years, it … Continued

Targeted Marketing: How Much Segmenting is Too Much?

November 3, 2016

When Procter & Gamble (P&G) announced it was going to do less targeted marketing on Facebook, it was big news. … Continued

Baby Boomers: Targeted Market with an Expiration Date

October 5, 2016

Most current articles about targeted marketing focus on landing millennial (aka Generation Y) consumers and some articles even looking further … Continued

Targeted Marketing Personas: More Catching Less Fishing

September 14, 2016

Have you ever gone fishing? If you have, then you understand your chances of catching something improve when you know … Continued

The Importance of Segmentation in Targeted Marketing

August 19, 2016

I have no idea when consumer segmentation was first introduced as a targeted marketing tactic. I suspect it may have … Continued

Targeting Marketing and Cognitive Computing

August 2, 2016

When it comes to marketing, Delshad Irani and Ravi Balakrishnan decry the fact that overblown claims are being made about … Continued

Bolster Content Marketing to Reach Millennials

July 20, 2016

Millennials like to be informed. That’s one reason that content marketing is a great way to reach them. The age … Continued

Influencers and Targeted Marketing

June 29, 2016

Ad blocking is on the rise and it’s worrying a lot of marketing executives. After all, brands will never get … Continued

Targeted Marketing: How Effective is It?

June 13, 2016

John Wanamaker, the late department store magnate, once stated, “Half the money I spend on advertising is wasted. The trouble … Continued

Targeted Marketing in the Age of Cognitive Computing

May 31, 2016

“The future of marketing,” writes Derek Newton (@DerekTNG), “is intensely personal — marketing targeted not just to you, but to … Continued

Agile Marketing is Right Approach for Today’s Digital Path to Purchase

May 18, 2016

According to Scott Brinker (@chiefmartec), co-founder & CTO of ion interactive, today’s digital path to purchase requires marketers to create … Continued

Targeted Marketing: Arms Open for Millennials but no Embrace Yet

May 4, 2016

We’ve all seen little figurines with their arms stretched wide standing on a pedestal engraved with “I love you this … Continued

Getting the Most Out of Content Marketing

April 6, 2016

Last year Gartner released a study about the five top emerging trends in digital marketing. One of those trends was … Continued

Targeted Marketing: Are We Entering a Golden Age?

March 16, 2016

A few years ago, Barry Schaeffer, Principal consultant with Content Life-cycle Consulting, wrote, “In times past, you targeted your marketing … Continued

Targeted Marketing Landscape Predicted to Change

February 26, 2016

Gartner asserts there are five underlying digital marketing trends currently shaping the advertising landscape.[1] They are: “The purchase funnel has … Continued

Secret to Successful Targeted Marketing: Highly Relevant Content

January 20, 2016

According to Boston Consulting Group analysts, “Digital’s potential — the delivery of relevant advertisements to interested users at opportune times … Continued

Smart Location-based Targeted Marketing

December 29, 2015

Mobile technology is playing an ever-increasing role in the consumer’s digital path to purchase. A majority of all U.S. consumers … Continued

Millennials and the Holidays

November 27, 2015

Preparations for this holiday season started right after this year’s New Year’s celebrations ended. One big question on many retailers’ … Continued

Targeted Marketing Requires Persona Granularity

November 16, 2015

“For marketers,” writes Brad Meehan (@bradmeehan), a platform architect at VML and stand-up comic, “the ability to pinpoint their exact … Continued

Targeted Marketing — So Much to Consider

October 22, 2015

“The marketing world can be a tricky place,” writes Adam Groff, “especially if you head into each new campaign not … Continued

Inbound or Outbound, Targeted Marketing Makes Sense

October 15, 2015

For most lay people, marketing is marketing. Professionals, however, distinguish between outbound marketing and inbound marketing. Outbound marketing is considered … Continued

Targeted Marketing to Millennials means Identifying Lots of Targets

September 22, 2015

Millennials are often discussed as though they form a homogeneous (even monolithic) group. But as I have pointed out in … Continued

Personalization and Identity-Driven Marketing

September 1, 2015

“Companies are increasingly tuning in to the importance of understanding their customers in order to make their marketing more effective,” … Continued

What the Truman Show Can Teach Us about Big Data

August 31, 2015

According to a report prepared for the World Economic Forum by Bain & Company, “Personal data is becoming a new … Continued

Marketing in the Age of Big Data

August 3, 2015

“Advertising has changed from an industry governed by hunches to one of data-driven precision,” writes Sq1 CEO Ernie Capobianco (@goernie20), … Continued

Targeted Marketing Requires Proper Identification of Ideal Customers

July 29, 2015

“Many companies pursue growth opportunities without adequately defining who their ideal customers are,” according to Frank V. Cespedes, James P. … Continued

Eating, Drinking, and Shopping with Millennials

July 23, 2015

“Millennial mania … is overtaking all manner of businesses,” writes Hilary Stout (@hastout), “and [it] seems to be getting more … Continued

Welcome to the World of the Millennials

June 11, 2015

Christine Hassler (@ChristinHassler), a life coach and member of Generation Y (i.e., a Millennial) told Meagan Parrish, “The generational divide … Continued

Turning Big Data into Smart Data for Targeted Marketing

May 12, 2015

“I’m officially sick of the term ‘Big Data’,” writes Scott Fasser (@scottfasser), director of Digital Innovation for HackerAgency. “Marketers have … Continued

Making Your Customers Smile with Targeted Content

April 20, 2015

“It’s become apparent that producing targeted content will continue to be a major trend in the upcoming year,” writes Diana … Continued

The Digital Path to Purchase is a Personalized Journey

April 7, 2015

“The digital path to purchase is the next logical step in the path to purchase evolution,” Bill Bishop (@BrickMeetsClick), Chief … Continued

Targeted Marketing: Helpful or Creepy?

April 2, 2015

Barry Schaeffer, a consultant with Content Life-cycle Consulting, reminds us that targeted marketing was not born in the digital age, … Continued

Targeted Marketing: Understanding Generational Differences

March 31, 2015

Age has always been a significant differentiator of consumers; but, it is only one of many demographic traits that need … Continued

Targeted Marketing: The Dawning of the Age of Millennials

March 23, 2015

“It wasn’t that long ago,” writes Catherine Salfino (@CathSalfino), “when marketers merely had to place ads in newspapers and magazines, … Continued

Targeted Marketing Requires Careful Planning

March 16, 2015

“Knowing your target customer is the single most important job of any marketer,” writes Jim Joseph (@JimJosephExp), President of Americas … Continued

Customer Experience (CX) Highlights the Digital Path to Purchase

March 3, 2015

Gartner analyst Jake Sorofman (@jakesorofman) reports that Gartner’s 2015 Marketing Spending Survey concludes, “Customer experience is the most pressing mandate … Continued

Successful Targeted Marketing Requires Knowing Your Customer

March 2, 2015

Pamela Bartz, vice president at GT Software, and Michael Pernice (@MichaelPernice), GT Software’s regional sales manager, ask Chief Marketing Officers … Continued

Engagement is the Key for Digital Path to Purchase Success

February 11, 2015

The late department store magnate John Wanamaker once stated, “Half the money I spend on advertising is wasted. The trouble … Continued

Targeted Marketing is Getting More Refined Thanks to Technology

February 10, 2015

“The pace of innovation in marketing technology is astounding,” writes Doug Camplejohn (@camplejohn), CEO and founder of Fliptop. “Adobe, Salesforce, … Continued

Location-based Marketing is on the Move

January 22, 2015

Last year, Michele Nemschoff (@mnemschoff), Vice President, Corporate Marketing at MapR, asserted, “Thanks to the rise of the mobile consumer, … Continued

Targeted Marketing: It’s Tough Getting Out of the Gate

January 8, 2015

Emily Steel (@emilysteel) reports that in the past few years hundreds — if not thousands — of companies have emerged … Continued

Big Data: Who Do You Trust?

January 6, 2015

The sine qua non for big data analytics is, of course, big data. That shouldn’t be a problem with the … Continued

2015 Predictions: Digital Marketing

December 16, 2014

One area in which you can find a wide variety of predictions is digital marketing. The reason for all this … Continued

Targeted Marketing Requires Cultural Awareness

December 3, 2014

Companies don’t require a marketing genius to know that product preferences (in food, clothing, cars, etc.) differ among ethnic and … Continued

Targeted Marketing Requires Personalizing Your Content

November 10, 2014

“Amid the buzz about data marketing,” writes Matthew Parsons (@matt_parsons), “it’s all too easy to forget that customers are real … Continued

Target Marketing to Millennials Requires Refined Segmentation

November 3, 2014

“As marketers,” writes Paige O’Neill (@paige_oneill), Chief Marketing Officer at SDL, “we know that consumers of all ages — especially … Continued

Context versus Content Marketing

October 16, 2014

“Face it,” writes Carlton A. Doty (@carldoty), “Your brand is defined by the interactions that people have with it. While … Continued

Targeted Marketing and Artificial Intelligence

October 13, 2014

“The age of intelligent machines has arrived,” writes Christopher Mims (@mims), “only they don’t look at all like we expected.” … Continued

Target Marketing to Millennials

September 24, 2014

“Nearly every digital marketer has a goal of creating a viral campaign,” writes Kelsey Libert (@KelseyLibert), a Marketing Vice President … Continued

Actionable Insights Lead to Better Targeted Marketing

August 26, 2014

“In the history of advertising,” writes Steve Sachs (@stevenmsachs), CEO of OneSpot, “no consumer turns on their digital device and … Continued

Targeting Your Most Valuable Customers

August 13, 2014

Kelly Liyakasa (@KellyLiyakasa) reports that a common theme at last summer’s eTail East conference in Philadelphia “was delivering personalized offers … Continued

You Can Learn a Lot about Marketing from Weird Al Yankovic

August 1, 2014

Weird Al Yankovic (@alyankovic) has been an iconic pop figure for 35 years. Other “singers” have come and gone as … Continued

Social Media Marketing: Miracle or Mirage?

July 24, 2014

There is no doubt that social media has been phenomenally successful. It is a rare individual who has never heard … Continued

Targeted Marketing: Be a Helpful Friend not a Creepy Stranger

July 10, 2014

“Big data this, big data that,” writes Fatemeh Khatibloo. “Hardly a day goes by when we’re not bombarded with messages … Continued

Targeted Marketing: Predictive Analytics and Adaptive Content

June 17, 2014

“Imagine the following scenario,” writes Mars Cyrillo. “You are an airline company and from all the data collected from previous … Continued

Real-time Bidding and Targeted Marketing

May 27, 2014

In a post entitled “Behavioral Data and Targeted Marketing,” I discussed the fact that many marketers are still not taking … Continued

Shopper Tracking is the Next Phase of Location-based Marketing

May 5, 2014

Alistair Barr reports, “Retailers have long struggled to determine whether online ads fuel sales in their bricks-and-mortar stores. Now, Google … Continued

Behavioral Data and Targeted Marketing

April 30, 2014

Last January Mai Bruun Poulsen reported that “Companies Are Data-Rich and Insight-Poor.” [Mindjumpers, 24 January 2013] She explained: “Today’s consumers … Continued

Targeted Marketing: On-Demand is Changing the Face of Marketing Forever

April 9, 2014

Consumers are becoming more empowered and are, therefore, changing their buying habits. Analysts contend that manufacturers and retailers need to … Continued

Targeted Marketing: Millennials are Moving Targets, Part 2

March 20, 2014

In the first post of this two-part series, I cited a number of sources who tried to explain the characteristics … Continued

Targeted Marketing: Millennials are Moving Targets, Part 1

March 18, 2014

“With the constant use of social media and digital outlets by the millennial generation (born 1980 to the early 2000s),” … Continued

Location-based Marketing: Shoppers Won’t Ever Be Alone Again

March 10, 2014

“Ever since smartphone makers began incorporating GPS receivers into their handsets,” writes Brad Howarth, “marketers have dreamed about making use … Continued

Targeted Marketing and More Granular Segmentation

February 26, 2014

Back in 2000, Mel Gibson and Helen Hunt starred in a movie entitled “What Women Want.” The movie was about … Continued

Targeted Marketing is Changing the Game

February 6, 2014

“Consumer marketing used to just be about ‘spray and pray’ tactics,” writes Hansen Lieu, a Director of Solution Marketing at … Continued

Location Still Matters in Marketing

January 20, 2014

Kirk Goldsberry reports, “In its 375 years, Harvard has only ever eliminated one entire academic program. If you had to … Continued

Predictions for the Coming Year: Marketing

December 24, 2013

Predictions being made for 2014 in the marketing arena include prognostications about targeted marketing, data analytics, customer experience, and data … Continued

Creating Useful Personas for Targeted Marketing

December 23, 2013

Leslie Ayers writes, “You wouldn’t be in business without a clear understanding of your target audience.” [“Why and How to … Continued

Is There a Difference Between Segmentation and Personalization?

November 4, 2013

Judy Bayer, Director of Strategic Analytics for Teradata International, and Marie Taillard, a professor of marketing and Director of the … Continued

SAP Discusses the Future of Business, Part 2

November 1, 2013

In Part 1 of this two-part series, I indicated that I divided the facts presented in an interesting SAP slideshow entitled “99 … Continued

SAP Discusses the Future of Business, Part 1

October 31, 2013

In an interesting slideshow entitled “99 Facts on the Future of Business,” the folks at SAP paint a picture of … Continued

The Future of Retailing is All About Personalization

October 28, 2013

“The individualization of customer relation,” writes Bertrand Duperrin, Consulting Director at Nextmodernity, “is the new concern of marketing departments.” [“The … Continued

Get Personal with Your Customers

October 22, 2013

“In a climate where companies send mass, generic emails to entire mailing lists on a regular basis,” writes Malcolm Duckett, … Continued

Millennials: Getting to Know You

October 9, 2013

Back in 1951, when Oscar Hammerstein II and Richard Rogers wrote their now-famous tune “Getting to Know You,” they weren’t … Continued

Getting to Know Emerging Markets, Part 2

October 4, 2013

In Part 1 of this two-part series, I noted that many respected analysts believe that the future of the global … Continued

Do You Know Who Your “Influentials” Are?

September 30, 2013

“Online influentials who provide sole or ‘exclusive’ influence over consumers are the most valuable to companies,” reports Robert Berkman. [“Valuing … Continued

Targeted Marketing and Predictive Analytics, Part 2

August 30, 2013

In the first segment of this two-part series on predictive analytics, I discussed the potential of analytics for providing a … Continued

Targeted Marketing and Predictive Analytics, Part 1

August 29, 2013

Seth Gottlieb believes that using predictive analytics to target customers “is going to feel invasive” as it becomes more common. … Continued

The Next Billion Consumers

August 19, 2013

Bain & Company analysts Wlademir Gomes, Louis Lim, Robert Schaus, and David Cooper, report, “The global marketplace is minting a … Continued

The “Person” is the Most Important Part of Personalization Marketing

August 14, 2013

"If there is one thing you can learn about marketing," writes Sari Gabbay, "it's that just because you create a … Continued

All Customers are not Created Equal

August 13, 2013

“Those who insist that every [customer] is created equal merely ensure that ‘the worst customers get better service than the … Continued

Social Intelligence and Business

August 12, 2013

When you hear the term “social intelligence,” what comes to mind? The term has been applied to two very different … Continued

Marketers Mining for Big Data Gold

August 6, 2013

In a post entitled Big Data: Do Marketers Get It?, I discussed the fact that marketers are still wrestling with … Continued

Big Data: Do Marketers Get It?

August 5, 2013

“Now more than ever before businesses have tons of data on what customers want,” writes Erik Sherman. “Too bad they … Continued

China’s Middle Class Consumers

August 2, 2013

Most manufacturers and retailers continue to see enormous potential for growth in China. To become the pot of gold that … Continued

Analytics 2.0: Big Data, Big Testing, and Big Experiences — Part 2

July 31, 2013

In Part 1 of this two-part series, I discussed a Harvard Business Review article written by Wes Nichols, cofounder and … Continued

Reaching Your Target Audience

July 29, 2013

“Wanting to reach your target audience is one of the things that can help business owners grow their business,” writes … Continued

Understanding Target Customers

July 15, 2013

Companies need to understand their target customers, asserts a blog post from TIBCO Spotfire, “and that means using predictive analytics.” … Continued

Trends and Technologies that are Going to Change Your Life and Business: Part 1

July 8, 2013

For one reason or another, there was a spate of articles written earlier this year about game-changing technologies that could … Continued

In the Era of Big Data, Location Still Matters

July 3, 2013

“Location, location, location,” writes Brian Vellmure. “The concept immediately brings back to mind college marketing classes and textbooks; clear lessons … Continued

Globalization Continues to Define the Business Landscape, Part 2

July 2, 2013

Last March, Pedro Videla, an economics professor at the IESE Business School at the University of Navarra, told an audience … Continued

Globalization Continues to Define the Business Landscape, Part 1

July 1, 2013

Back in January Ernst & Young released its annual globalization report. Commenting on the report, Steve Varley, Ernst & Young … Continued

The Digital Path to Purchase, Part 2

June 19, 2013

In Part 1 of this 2-part series on the digital path to purchase (DP2P), I explored why some analysts believe … Continued

Showrooming Remains a Problem (or Does It?)

June 13, 2013

"Physical retail stores have long been considered both places to research and to purchase products," write McKinsey & Company analysts … Continued

Targeted Marketing and Brand Engagement, Part 2

June 12, 2013

In Part 1 of this two-part series, I discussed how marketing is getting more personal. I also noted that today's … Continued

Targeted Marketing and Brand Engagement, Part 1

June 11, 2013

As businesses have created more ways to reach out to customers, deciding how to reach out has become increasingly complicated. … Continued