'Targeting' Category

The Power of Social Influence: From a Bucket of Ice to the End of a Relationship

Posted by Glenn Pingul on August 29th, 2014 at 10:46 am

Hi.  My name is Glenn Pingul and my daughter nominated me to do the ALS Ice Bucket Challenge. I will donate $25 to ALS and nominate…
By now, I’m sure everyone has been exposed to the ‘ALS Ice Bucket Challenge’ – by either experiencing the freezing sensation or laughing hysterically at the thousands of bloopers circulating on the social media front.  Initiated by one person with a challenge to three people, the phenomenon has now exploded into more than 4 million challenges and more importantly, more than $94 million (compared to $2.7 million during the same period last year) in donated funds to the ALS Association.
This is a great testament to the willingness of people to contribute to the greater good (and to humiliate themselves in the name of good fun), and more than valid proof of the power of social influence. Just think – what other channel or technique can spread the word and drive action that quickly?
Social influence is by no means a new concept or technique – it’s been used by governments, businesses, politicians, etc. for years.  Ever added that ‘other people who bought this also bought this’ item to your online shopping cart or contributed that extra... Read more

The Value of Sales Experience in Marketing

Posted by Benjamin Taylor on August 20th, 2014 at 9:28 am

Simple but important skills like preventing an audio meltdown on a call, knowing how to make strangers comfortable, when to call and when to e-mail, helping your target influencers by using your own network to accrue favors, and building/maintaining that network of influencers for the future, are all things that a good sales representative will know how to do, and that a regular marketer will not.

Selling Your Personal Data: Is It Worth It?

Posted by Neal Leavitt on July 20th, 2014 at 3:00 pm

Last year a student at New York University threw out an interesting challenge – via a Kickstarter campaign, he offered to divulge 60 days worth of private data gleaned from his digital devices.
He raised $2,733 from 213 backers.
And earlier this year, a research team at the University of Trento in Italy reeled in 60 people and their smart phones to participate in an experiment that recorded various personal details and created a marketplace to sell the data. These included phone calls, apps being used, time spent on them, photographs taken, and users’ locations 24/7.
Each week, as reported by MIT Technology Review, the participants took part in an auction to sell the data, e.g., they might want to sell a specific GPS location or total distance traveled, or locations visited on a given day.
While reporting all results could be the topic of another post, in brief, Jacopo Staiano, who headed up the research team, said there were a few key findings:
• Location is the most valued category of personally identifiable information;
• Participants valued their information more highly on days that were unusual compared to typical days;
• People who traveled more each day tended to value their personal information more highly.
Almost 600 ‘auctions’ were... Read more

Social Media Helping Level the Playing Field for Craft Breweries

Posted by Neal Leavitt on June 29th, 2014 at 8:14 pm

Craft breweries have produced scores of award-winning beers over the years and according to the Houston Chronicle, will garner sales of over $7 billion nationwide in 2014. But just having a tasty ale or lager is no guarantee these days for long-term business success as the gigantic ad/marketing budgets of the major breweries can drown out craft breweries attempts to snare market share.
“The number of new craft breweries has exploded in the past few years and the market is getting crowded,” said Melani Gordon, who co-founded San Diego-based TapHunter. The company provides on- and off-premise accounts with time- and money-saving tools that automatically update beverage inventory on social media channels, websites, and print, digital display, and tablet menus. This exposure empowers their customers by helping transform beer, spirits, and cocktail menus into valuable revenue producers.
Gordon said those craft breweries that don’t put some serious thought behind their brand and voice will struggle.
“There’s no magic formula for craft breweries to find consumers so the new breweries need to build a brand and web presence because it’s challenging today to stand out,” added Gordon. “In addition, there are a lot of inefficiencies in the retail distribution model, making it... Read more

What Does “Real-Time” Really Mean?

Posted by Bill Guild on June 24th, 2014 at 8:31 am

Within the realm of programmatic media-buying, real-time bidding is one of the most popular and well-known types. Many people associate this form of advertising with instantaneous action, and it is true that a media-buying decision is made within the span of 200 milliseconds, but split-second timing does not define “real-time.”
Real-time is a relative term. While it is commonly made analogous to actual elapsed time, it is actually based on events as well as timing. The computer industry coined the term as a way to describe a constraint in which an event creates an operational deadline for a system response to occur. In other words, real-time depends on the process at hand. Within a window of opportunity, an action needs to take place while it is still relevant.
Let’s pretend that you are driving home from a party. As you drive, you are bothered by a comment that was said to you at the party. It was put forth jokingly, but it left you offended, you suddenly think of a witty return to the statement made to you. You say it out loud, mockingly, to your car windshield, as though the person at the party can still hear you. With this, you... Read more