Social media, segmentation and marketing success

Posted on Jun 19 2012 by

From broadcast emails to placing banner ads to capture eyeballs, the metrics have gravitated towards something new, including actions, conversion, click-throughs and even amount of purchase. Different companies, and even internal groups within companies, use different metrics to determine success. As businesses become more used to the digital arena, segmentation and profiling play an increasingly important role in targeted campaigns.

Real-time marketing: engaging in the moment of truth

Posted on Jun 14 2012 by

The digital era was ushered in by search engines, which created a new moment of truth and enabled advertisers to align to buyer interests via the new discipline of Search Engine Marketing. As Google observed in a white paper called “The Zero Moment of Truth,” the digital path to purchase generates many new occasions for truly interactive marketing. Consumer decisions are made in a wide variety of ways and are influenced by a wide variety of factors.

Welcome series email marketing = ongoing customer engagement

Posted on Jun 12 2012 by

A Welcome Series provides a great opportunity for email marketers to acknowledge, educate and engage customers. Start with an email to new subscribers expressing a sincere thank you for joining the program and, ideally, containing a special offer.

“Moonrise Kingdom” gaining traction across markets

Posted on Jun 11 2012 by

Wes Anderson’s latest film was initially released in just four theaters – two in LA and two in NYC. The popular auteur’s summer-grower quickly broke the record for largest-per-theater North American gross for a live action film. Though MIB 3, Marvel’s The Avengers and Snow White and the Huntsman may have dominated the summer box […]

Summer movie race: The Avengers takes lead

Posted on Jun 08 2012 by

This summer, Marvel’s The Avengers has taken an early lead in box office gross and concurrently in volume of searches. In its opening week (5/5) the picture yielded a volume of searches 182% higher than Snow White and the Huntsman achieved during its opening week (6/2). But the battle for superhero dominance is only just […]

More ABCs of back-to-school marketing campaigns

Posted on Jun 08 2012 by

In my last blog post, Do Your Homework before Planning a Back-to-School Marketing Strategy, we covered the basics around market opportunity and how to start segmenting the “mom audience.” This time we’re going to dig deeper into the attitudes and behaviors of certain key shopping segments. Data from Experian Simmons demonstrates the effect certain attitudes […]

“Moneydata” – championship outcomes are driven by an understanding of cross-channel customer data

Posted on Jun 06 2012 by

Having disjointed data can impact decisions across all aspects of campaign creation and measurement. Imagine a high-value catalog responder opting in to an email loyalty program on a website. Not linking that information to his or her previous transactions could lead to redundant communications across channels in a best case scenario and at worst, conflicting messages.

Listening, profiling and publishing – the three phases of social

Posted on May 31 2012 by

Businesses are now realizing that just listening to what is being said about a certain topic, product, service or brand and responding to everyone in the same way isn’t as effective as they had hoped. So what’s a marketer to do?

NHL dominant in Canada, popularity on the rise in the U.S.

Posted on May 30 2012 by

For the first time in 16 years, no Canadian-based NHL team has advanced to the second round of the Stanley Cup playoffs. As a result, NHL-related searches in Canada (the top search terms that drive traffic to the Sports – Hockey category) have declined 10% year-over-year.

Earlier start for Father’s Day searches

Posted on May 30 2012 by

It’s not too early to turn up your Father’s Day Marketing efforts. Mother’s Day still rules over Father’s Day when it comes to search volume. But, when consumers are looking for gifts for Dear Old Dad, they start earlier. Father’s Day searches start to increase as far out as 6 weeks before the holiday, indicating […]