Tag Archives : positioning

How Brands Can Improve Customer Targeting in Social Media (or How Circles Takes the Square)

How Brands Can Improve Customer Targeting in Social Media (or How Circles Takes the Square)

If you’ve read this blog for a while (or just checked out its archives), you understand the importance that I put on segmentation, targeting, and positioning.  You can’t run a successful marketing campaign, online or offline, unless you know that you’re sending the right message to the right people.  While social media channels have allowed fans to engage and converse with their favorite brands, [...]
Realtime NY 11 (Part 1 of 4)

Realtime NY 11 (Part 1 of 4)

I had the opportunity to start my first day of Internet Week NY 2011 at BB King’s for Realtime NY 11.  Thankfully, the coffee was flowing readily by the time I got there!  The day is overflowing with content (including workshops that are being run in another room at the same time as panels), so check out the rest of the participants’ tweets at the hashtag #RLTM for more viewpoints and news from [...]
DIGIDAY:APPS – Will My App Succeed or Fail?

DIGIDAY:APPS – Will My App Succeed or Fail?

Matt Goddard, CEO of R2integrated discussed a simple framework by which a brand can determine whether an app will be competitive and ultimately successful in a competitive marketplace.  Just like any other 2×2 matrix tool, R2i’s “Mobile Engagement Quadrant” doesn’t tell the whole story, but it describes necessary criteria for success. (click for a larger view of the chart)
IWNY – Hearing a #Promise

IWNY – Hearing a #Promise

Given the opportunity to watch the #Promise forum live at Internet Week, I’ve changed my schedule around.  The event looks, if you’ll excuse the pun, very promising.  Looking over the agenda, there are speeches from companies ranging from PepsiCo (who’s sponsoring the event), Timberland, GE, MTV, and Nokia.  There’s also a special presentation by Edward Norton (who is described [...]
Give Your Customers an Excuse to Buy Your Product

Give Your Customers an Excuse to Buy Your Product

Don’t get me wrong, I love my DVR.  With an ever-changing schedule of evening networking opportunities each week, I’d never be able to keep up with my favorite shows without it.  However, it may be the marketing enthusiast’s worst enemy, as it makes it much too easy to miss new and interesting commercials. Last week, I had just finished writing my recap of the L2 GenerationNext Forum when I [...]
L2 GenerationNext Forum – Part 3

L2 GenerationNext Forum – Part 3

(This is the third part of my review on last week’s L2 GenerationNext Forum.  Check out the first part and second part if you haven’t already!) Cindy Gallop, the founder of If We Ran the World and Make Love Not Porn, the latter of which inspired the presentation’s topic, gave the only presentation that came with a parental advisory warning.  (Sorry Tavi!)  Her presentation’s hook was simple [...]
L2 GenerationNext Forum – Part 2

L2 GenerationNext Forum – Part 2

(This is the second part of my review on last week’s L2 GenerationNext Forum.  Check out the first part here.) Jared Cohen, a member of the U.S. State Department, spoke about how the Internet is affecting foreign policy and How Gen Y & Technology Are Changing the Course of History.  Projects like the “Text Haiti to 90999” donation drive are well-known examples of how people are now using [...]
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