Archive for Tara Walpert Levy

The Engagement Pyramid: Turning Media Planning Upside Down

Posted by Tara Walpert Levy on November 29th, 2012 at 10:16 am

As a marketer, there’s one thing that keeps me up at night these days....”Where’s Waldo?” Well, not Waldo, exactly, but it often feels like that. Brands are empowered like never before to find the relatively few customers who really matter - but with all the new paths in front of us, it can feel overwhelming to figure out the best way.
We all have a target audience – our very own Waldo. But how do we find them among a sea of people that have little or no interest in hearing from us? And was the Waldo we set out to reach the only one we should have been looking for; maybe there are other Waldos we never thought about? Once we do find Waldo, how do we learn from him? How do we get him to find and influence other Waldos like him? How do we build a community of Waldos? And, perhaps most importantly, how do we move more people to become Waldos?
If you’ve worked in or studied marketing, you’re probably thinking back to Philip Kotler and the Marketing Funnel. The funnel is how most of us were taught to think about our customers’ journeys.
Most of us agree that... Read more