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Segmentation is to Behavioral Marketing as Peanut Butter is to a PB&J
Like a PB&J is not possible without peanut butter, behavioral marketing is not possible without an investment into understanding a company’s customers through segmentation.Segmentation is the...
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Hey YOU! The Power of Marketing to Individuals
Marketing has undergone profound changes to keep pace with technological advances. The job of marketers used to be to know how to reach and create a message applicable to a particular group of people....
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If You Don’t Twitter Does That Make You a Twit?
So much has been said already about Twitter. Apparently, it’s the best thing since sliced bread…or is it? The company I work with, C.A. Walker Research Solutions, has a Twitter account, I registered...
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Evaluating the ROI of Your Trade Relationships
Channel development is being increasingly scrutinized to evaluate its marketing ROI. As in other marketing departments, automation is being put into place and more emphasis is being placed on research...
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B2B2C: Are We Not All Marketing to People?
I read a blog posting recently by Marketo, which postulates that there is no longer a difference between B2B and B2C marketing. Since “our jobs are our lives and our lives are our jobs,” we should be...
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The Rise of Engagement Marketing
I’ve been reading a lot lately about the “death” of traditional advertising and the rise of engagement marketing. In this post I want to discuss engagement marketing, also known as engagement design,...
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How To Test Landing Pages
Testing is an important step of evaluating effectiveness of online advertising. In this post, I look at how to test landing pages for optimal conversion rates. You may have heard of A/B or A/B/n...
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The Death of Business
The sky is falling! The sky is falling! It’s the “death of” business! Here are some recent articles where I have noticed this “dying” trend: The Death Of CPM , The Death Of The Retail Store , The...
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What McDonald’s Teaches Us About Engagement
A recent McDonald’s commercial for coffee got me thinking about how best to engage prospects. The comments on YouTube about this commercial were highly derogatory, saying that the guy is a jerk (to...
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10 Tips to Build an Influencer Marketing Campaign
I’ve been thinking a lot lately about influencer marketing, so I want to provide 10 things you should consider when setting up an influencer marketing campaign. While it’s not a new concept to treat...
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