Although many are heralding the advent of “social commerce”, the biggest e-commerce wave of the last couple of years has in fact used the most basic Internet technology. Enormously successful deals companies such as Groupon, LivingSocial, and Gilt Groupe send simple e-mails. Users click through those emails to a single landing page whose only goal
Make Targeting the One New Year’s Resolution You Stick To
If you wait for the right circumstances to start targeting, you’ll never do it. Marketers often lean more toward perfection than trial and error. It’s human nature after all. Let’s review the top excuses (I mean reasons) why marketers aren’t targeting today: Resource constraints – Most organizations feel they are understaffed to execute an effective targeting program.
Most targeting today is irrelevant
I hate to break it to you but most targeting campaigns today are irrelevant to the audience that sees them. Before anyone gets offended, I recognize that some of you marketers are driving relevent and effective targeting. Congratulations…but the reality is you are in the minority. It’s commonly known that the more relevant the targeting,
You’ve Got Mail! How Facebook can avoid becoming the new AOL
[This article was originally published in Social Beat on November 12th. Facebook Messages was announced yesterday amids assertions this isn't just email “This is a messaging system that includes email as one part of it.” Zuckerberg said - Ed.] What’s the difference between Facebook and the AOL of old? On Monday, Facebook is expected to
Segmentation and Scoring – So Happy Together
When I hear the words ‘so happy together,’ I can hear the Turtles song playing in my head, and see visions of happy people frolicking about in vibrants colors. Corny, I know, but follow my logic (or craziness) as I explain how this can possibly be related to targeting and segmentation. Relevance Marketers need to
B2B Marketing Tips from MarketingSherpa’s Conference
I presented at and attended the MarketingSherpa B2B Summit here near Boston today. Great conference with some very smart folks. I’m bringing home truly useful tips, (as well as recharged batteries) but my favorites were from Brian Carroll (startwithalead.com). He talked about how sales and marketing can better co-exist. Agree on the definition of a
Marketing #fail gone RIGHT!
One morning last week before my feet had even hit my bedroom floor (I was reading email from bed – bad habit); I was alerted to a mistake I’d made that every marketing manager tries feverishly to avoid. I opened my inbox to discover that the email I sent promoting our 10 Things About Segmentation