'Targeting' Category

FAREWELL Q&A WITH NY TIMES AD COLUMNIST STUART ELLIOTT (PT 3): CHANGE IS (ON) THE AIR

Posted by Rick Mathieson on March 4th, 2015 at 6:47 pm

In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being risk being left behind.
Photo: New York Times
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR
(Approx: 3:53)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing

Facebook Reach – Back To The Future

Posted by Katya Constantine on February 26th, 2015 at 9:50 am

As you’ve probably noticed, your Facebook feed is looking different again last few months. Gone are the viral cat videos and the incessantly repetitive “please please share the press release about the launch of our Moon office” posts.

Women in Tech Industry Still Facing Career Challenges

Posted by Neal Leavitt on February 25th, 2015 at 7:39 pm

A few months ago a long-standing colleague of mine decided to leave her tech company after 14 years. The pay was good, benefits great, but she came to the realization that she couldn’t breach that proverbial ‘glass ceiling.’ Despite her stellar qualifications, she resigned.
She’s now getting her teaching credential and wants to teach computer programming to high school students. Any high school that hires her will immediately be that much better.
But her story isn’t an isolated one. Tracey Lien recently wrote in the Los Angeles Times that women are leaving the tech industry in droves. It’s becoming a significant issue for the tech economy.
“According to the industry group Code.org, computing jobs will more than double by 2020, to 1.4 million,” said Lien. “If women continue to leave the field, an already dire shortage of qualified tech workers will grow worse. Last summer, Google, Facebook, Apple and other big tech companies released figures showing that men outnumbered women 4 to 1 or more in their technical sectors.”
Vivek Wadhwa, a tech entrepreneur and fellow with Stanford University’s Rock Center for Corporate Governance, said that when women go to venture capitalists seeking financing for their new startups, they are sometimes treated differently... Read more

How Customer Education is Vital to Your Marketing Strategy

Posted by Jeannie Walters on February 24th, 2015 at 7:33 am

Marketers have enjoyed a long love affair with lingo and inside speak.
It's easy to throw around terms like PPC in meetings and assume, typically correctly, most in the meeting will understand.
But customers are now seeking guidance on everything from data privacy to the Internet of Things (IoT) and it may be up to marketers to help them understand.
It's easy to fall into the trap of speaking as we speak to one another, instead of really articulating what the customer or prospect needs to understand in order to not only consider a brand's offer, but to eventually gain long-term loyalty.
What does this mean for marketers?
Marketing starts way before it used to, and prospects often discover brands in ways we can't track, such as word-of-mouth referrals or the scary-sounding "dark web." People are seeking information on how to solve issues, understand what's happening next or just what their friend is posting about on social media.
Education about products should be in the greater scheme of a customer's life. This means marketers must understand not only who their customers are but how they travel through the customer journey. Mapping the customer journey is a start, but marketers have to work across functions and... Read more

Maybe You Deserve This Match

Posted by Neal Leavitt on January 28th, 2015 at 8:27 pm

A number of years ago I was retained to provide marketing communications services for a San Diego-based dating site. Good concept, decent funding from private sources, number of stories generated across various media genres. Ultimately, however, it wasn’t enough. Competition was too fierce; site just wasn’t attracting enough eyeballs and the venture folded.
Fast forward to 2015. Buddy of mine asked if I knew of any good dating sites as he was, to quote him, ‘back in the game.’ Told him I hadn’t been following the space for awhile but was curious to see how the industry had evolved.
The dating industry has become huge - $2.2 billion in 2014 according to market research firm IBISWorld; $2.7 billion by 2019. And Pew Research says that of Americans in a committed relationship that have used an online dating site, one in three met online.
Decided to have a little fun so did a bit of research/searching for oddball, offbeat and in some cases, truly weird dating sites. All seem to be flourishing; many have attracted advertising. In short, your future significant other may just be a few clicks away, no matter your fetishes.
So here are a few:
Vampersonals... Read more