Let’s start with a quick definition – customer segmentation is the process of dividing your customers into groups with similar behaviors or attributes that are relevant to how you market, build products, and offer services.
In my video about what customer segmentation is and why you should care, I use a pizza story analogy. Imagine for a moment that you are fulfilling your life long dream of opening a pizza store.
This is a guest post from Glenda McCarthy-Gaspar. Learn more about her and her company at the end of the post.
A strong brand management strategy is a key part of any company’s success. After all, the most notable brands that exist today became household names because they learned what tactics to use in order to help their brands appear favorably to the public, and more specifically, to their target clients. When brand management is done right, an emotional, personal connection will be made between the brand and the consumer, leading to a better recognized, more reputable image that clients will feel secure spending their money on.
This is a guest post from Shawn Butler of Leadgenix. Learn more about him and his agency at the bottom of the post. Enjoy!
In July of 2013, the American Marketing Association defined marketing as:
“The activity for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
That definition puts a lot of focus on the creating awareness part of your marketing and communication, but more and more, businesses today are focusing their marketing efforts on driving new customer sales. For most companies, marketing should be redefined as the way a business gets its customers to make purchases.
This is a guest post from Jared Johnson of Ultera Digital. Learn more about him and his agency at the end of the post.
Mobile apps continue to be an essential part of the digital marketing ecosystem in 2015, but that doesn’t mean it’s easy to create them successfully. Thankfully, we are long past the days of marketers everywhere clamoring, “I need an app!” without understanding how or why. Remember that, circa 2008?
We have learned a lot about mobile behaviors since then. For instance, U.S. smartphone owners use an average of 24 non-native apps per month but spend 84% of their time on just five apps – Facebook, Gmail, Instagram, Weather and YouTube. It’s easy to see why. Those apps are powerful, useful and convenient. They help us make connections. They serve a specific purpose. Above all, they make life easier.
So what about the millions of other apps out there? Why are so few considered successful?
Just like every other weekday, I opened up my personal email while riding the shuttle on the way home from work. Unlike every other day, I was met with quite a surprise from both Groupon and Trulia.
It was as if both of them had decided in the last 24 hours to employ new retargeting technology on their websites and mobile apps. Before explaining what I saw in my inbox, I want to first describe how I had used their services.
Before getting into the specifics of horizontal vs vertical brand positioning, let me start with some examples.
Since at least early 2014, Esurance has been running a new campaign with the tagline, “7 1/2 minutes could save you on car insurance.” And although the Beatrice ad does amuse me, I want to explain why the thinking and strategy behind these ads are flawed.
But to do that, we first need to talk about impotence.
This is a guest post from a great friend Daniel Wilder. You’ll find his bio at the end of the post. Enjoy!
Concerning the post on authenticity in the art of contemporary music, I felt the urge to not only comment on the presented analysis that deals in particular with genuine artistic and personal charisma, no, as an admirer and attendant in the field of music I felt the urge to give insight on the corporate strings behind the craft: a voice about the music we love and buy, the music we hate, but the music we cannot live without.
The modern music world underwent a tremendous shift where being a great artist is not the overt demand A&Rs or giant executive producers expect when you sign your future and become part of the music business.