From the monthly archives:

October 2008

Promoting social media in plain English

10.29.2008

A novel and complex product or service poses a challenge for marketers: how to communicate its features and especially benefits to target audiences in a way that helps create brand communities. Many of us have a tendency to cram too much information into our presentations, pitches, elevator speeches, articles, or demos. So much work went [...]

0 comments Continue reading →

Where’s the rain?

10.28.2008

Forty inches of rainfall Portland, Oregon gets every year creates an expectation: October means the rains start and it’s okay because rain gives the city the green(ery) we love. We are used to having only two seasons in Portland: summer and rain. Except it’s been sunny almost all month. Failure to deliver on their promise [...]

1 comment Continue reading →

Less is more

10.27.2008

Last Saturday was the second time in National Hockey League history to see all thirty teams engaged in action. At the first glance, a feast for fans. More likely, in scheduling the maximum possible number of games on a single day the League ignored a basic principle of ice hockey: Less is more. A common [...]

2 comments Continue reading →

This week’s most helpful posts, 43/08

10.26.2008

Will B2B marketing become obsolete? Part I, The Forrester Blog for Interactive Marketing Professionals Will B2B marketing become obsolete? Part II, The Forrester Blog for Interactive Marketing Professionals Report: Social web usage tipped in 2008, ReadWriteWeb McKinsey’s five steps to green marketing, La Marguerite Study: Influencers are alive and well on social media sites, ReadWriteWeb [...]

0 comments Continue reading →

We are connected

10.23.2008

The Washington Post reports that the quick adoption and widespread use of the Internet and cell phones has actually brought American families closer together. Rather than flinging them apart, as skeptics have feared, the new forms of communications have helped people keep up with one another through their busy lives. Sixty percent of families reported [...]

0 comments Continue reading →

People-centric market segmentation

10.20.2008

The process of niche development culminates with segmentation and understanding of target audiences. Market segmentation can take two basic forms: Top-down (outside-in, centripetal) segmentation entails dividing up the total population into segments based on select variables (geographic and demographic first, then psychographic and behavioral). Bottom-up (inside-out, centrifugal) segmentation takes the individual as the starting point [...]

0 comments Continue reading →

This week’s most helpful posts, 42/08

10.19.2008

Hey businesses! The majority of social media users want your attention, ReadWriteWeb What does this remind you of?, Seth Godin’s Blog Every company is a cause, Brains on Fire Dissecting market segmentation, Branding Strategy Insider How to ensure you’ve claimed your brand on social networks, Personal Branding Blog The new conspicuous consumer, MarketingProfs Daily Fix [...]

0 comments Continue reading →

← Previous Entries