This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base.
The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment. When you consider some Fortune 1000 or Global 2000 organizations can have in the 10’s or 100’s of thousands of companies in their customer bases, the expression of zeroing in on your target buyer can sound near impossible. It is a dilemma however that cannot be ignored. The U.S. Small business Administration estimates that the SMB segment accounts for better than 98% of all businesses in the United States.
In the previous article in this series, How To Get To Know The New SMB Buyer, I touched upon the means to get to know the SMB buyer. Marketing to the SMB segment and buyers should first start with visiting the segmentation issue a little deeper. There have been many means tried for SMB segmentation whether it is by size, type, vertical, products, solutions, and etc. To some degree, they have helped to... Read more
Archive for April, 2012
From our recently released report, “Hispanic In-Store Mobile Experience: Social Shopping,” we have culled a few statistics about Hispanic shoppers who use smartphones.
It's possible the following post may prompt the Apple police to break down my door in a pre-dawn raid. No, I didn't find an iPhone 6 prototype in a bar. I'm just a guy who's annoyed at the hypocrisy sometimes exhibited by our friends in Cupertino. My latest gripe involves the recently ratified streaming media protocol MPEG DASH.
Behind closed doors, online content providers waste enormous amounts of time, effort and expense repackaging audio and video content to stream over various protocols. You may not have heard of Apple HLS, Microsoft Smooth Streaming, Adobe HDS, RTSP and RTMP, but they are just some of the protocols that need to be considered when trying to support media on every possible device that can connect to the Internet. The explosion of tablets in the past two years has only intensified the problem. We like to call this fragmentation.
DASH, or Dynamic Adaptive Streaming over HTTP, has the potential to unify streaming communications. The spec allows content creators and distributors to take a media file and deliver it to any device that can accept DASH, and it supports many of the best features of existing http streaming protocols. The new standard is gaining serious momentum from the likes of Adobe, Microsoft and Cisco among other heavy... Read more
Attended the Digitas NewFront today with colleagues Gretchen Hyman and Bethany Simpson. It was a veritable who’s who in the digital and linear content world!
We heard from youtube "cewebrities" Michelle Phan, Elle & Blair Fowler. Actresses Kristin Chenoweth, Felicia Day, and Rashida Jones. Model and TV personality Heidi Klum. Designer Rebecca Minkoff. Andy Cohen from Bravo. And hosted by comedians Ali Wentworth (who was just at our iMoms event this week) and JB Smoove. I was blown away!
Major online and digital news presence: Piers Morgan, CNN and Adam Ostrow & Pete Cashmore of Mashable.
And as if that wasn’t enough, NewFront founding partners panel including Digitas, Hulu, YouTube, MSN, Yahoo, and AOL, moderated by IFC/Sundance President Evan Shapiro. Marketing powerhouses Xerox, J. Crew, Virgin Mobile USA.
A great mix of interesting, intriguing conversation, and NewFront Showcases of original content.
Some great quotes from the event:
Cheesiest quote – Michelle Phan, “Beauty is our spiritual birthright.”
Diego Scotti, CMO, J. Crew – “Increased reliance on metrics is decreasing the quality of content.”
Christa Carone, CMO, Xerox – “It’s not about the views. It’s about starting a conversation with clients.”
Michael Lazerow, Founder, Buddy Media – “We like flaws in our friends. We don’t like perfect... Read more
Google recently launched self-serve market research ad units (the aptly titled, Google Consumer Surveys), and now they're being spotted in the wild – most recently via a reputable industry trade pub: Adweek.
When I first encountered the ad unit on an article, I didn't even register that it was a survey, or that I was being asked to do something. I just assumed that the blurry, grey content below was a glitch – or that there was no more story to read.
But as I hopped to another story about Xbox LIVE ads, I became curious (and slightly annoyed), so I took the time to read the question. Oh ... it's a survey! Simple enough to answer, semi-relevant and then I'd get to the content I wanted. No longer annoyed. Inspired, actually, because it's a brilliant idea.
As Mashable's Jennifer Van Grove notes, this is a win-win-win for publishers, advertisers and readers. And for B2B and niche content publishers, especially, I think Google Consumer Surveys could evolve into a useful addition to the roster of monetization tools.
The Paywall You Pay for with Attention
Google's Consumer Surveys are sort of like creating a paywall for non-subscribers. For example, I... Read more