Segmentation

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• Case Study: How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New MembersJennifer Natsu
  A nonprofit health-plan provider serving lower-income San Francisco residents was designed for and by the residents it served. The health plan said it took "pride in speaking the language" of ...
• Segmentation in a Web 2.0 World—and BeyondNilofer Merchant
  Customer Engagement, High-Tech Marketing, Segmentation, Social Media
• Spreading the Brand Message One Community at a TimeRichard Buck
  There are a number of questions marketers should explore when creating and nurturing an online branded community.
  Branding, Customer Engagement, Interactive Marketing, Segmentation, Word-of-Mouth
• Recruiting Spanish-Speaking Employees as a Competitive AdvantageBlaire Borthayre
  In today's workforce, employees who are Spanish speakers give companies a competitive advantage. Smart companies do not put the cart before the horse: They build an infrastructure of Hispanic employees ...
  Hispanic Marketing, Segmentation, Targeting
• The 10 Biggest Mistakes Marketers Make - No. 5: Using Ad-Hoc Marketing ProcessesRoy Young
  If you and your marketing team use an ad hoc approach to processes, you've got serious problems. For one thing, this tack deprives you of the credibility you need to ...
  Marketing Challenges, Segmentation, Testing
• Three Dynamics of Viral MarketingEric Kintz
  Viral marketing focuses on leveraging existing social networks by encouraging customers to share product information with their friends. Here are some key insights that all marketers should use as they ...
  Segmentation, Social Networking, Word-of-Mouth
• Satisfying the 10 Cravings of a New Generation of Consumers (Part 1 of 2)Lisa Johnson, Cheri Hanson
  Baby Boomers may still hold the purse strings, but a new generation of savvy 18- to 40-year-olds are changing the way all of us do business. It doesn't matter whether ...
  Customer Experience, Segmentation, Social Networking, Targeting
• The Fundamentals of Permission-Based Email MarketingNeil Anuskiewicz
  Email Lists, Marketing Tips, Measurement, Permission Email Marketing, Segmentation
• Five Ways to Attract (and Hold!) More Qualified LeadJonathan Kranz
  B2B Marketing, Case Studies, Copywriting, Lead Generation, Lead Quality, Marketing Tips, Segmentation, Testimonials
• Segment Your Markets: Three Steps to Maximize ProfitsSteve Bassill
  Collaboration, Market Research, Segmentation, Targeting
• Lessons in Experience Marketing: The 'Sideways' Wine Club Dave Chambers
  Imagine a California wine club modeled after the movie "Sideways"? Sure, it sounds cool. But there are many inherent challenges -- the decay curve on the "Sideways" recall, for example, ...
  Blogging, Brand Loyalty, E-Commerce, Marketing Plans, Product Marketing, Segmentation, Videos, Websites
• Meeting the CEO's Mandates: The 'New' Executive Sponsor Program (Part 2 of 3)Promise Phelon
  Vendors are in ferocious competition to engage customer C-level executives who can assure prospective peers that "this" purchase decision is the right one. One such way of engaging executives is ...
  Collaboration, Customer Engagement, Measurement, Segmentation
• The Fundamentals of Permission-Based Email MarketingNeil Anuskiewicz
  Despite the death knell sounded for email marketing, it has persevered as the most direct and effective way to reach your customers. It's critical, however, to reach them on their ...
  Email Campaigns, Permission Email Marketing, Segmentation, Testing
• The Real Buzz: B2B Word-of-mouth Marketing for ITSteven Nicks
  Finding ways to encourage customers to talk about your company and products is easy once you know what to do. Even in the B2B space, you can indeed create buzz.
  B2B Marketing, Customer Advisory Programs, Customer Relationships, Measurement, Segmentation, Value Propositions, Word-of-Mouth
• Special Report from MarketingProfs: Marketing to Hispanics (Part 1 of 2)Ignacio Hernandez Jr.
  The US Hispanic population, with its growing purchasing power and impressive growth in media usage, has companies scrambling for ideas and ways to effectively target this barely tapped market. In ...
  Hispanic Marketing, Market Research, Segmentation, Targeting
• The 80/20 Volume ParadoxGeoff Dillon
  Here's why tapping your top-volume clients for further growth doesn't always work. The truth is: you need to cast a wider net.
  Measurement, ROI, Segmentation, Targeting
• Is Your Cost-per-Click Advertising Actually Profitable?Glen Hamilton
  Shopping portals, comparison-shopping sites, and search engines allow merchants to promote increasingly detailed merchandising offers with the goal of cost-effectively increasing brand visibility, acquiring new customers, and driving incremental revenues. But ...
  E-Commerce, Metrics, PPC Campaigns, Segmentation
• How to Implement a Winning Segment StrategySteve Bassill
  Have you learned the best way to identify and serve customers in your target segments? Segmentation could be the marketing tool that sets your company apart from the competition. Get the full ...
  CRM, Customer Engagement, Customer Service, Segmentation, Targeting
• How to Make Your CEO Swoon Over MarketingRoy Young
  Does your CEO love marketing? Does he or she recognize that marketing is the engine of the enterprise? And does he or she empower marketing to improve performance? Just ...
  Creativity, Metrics, Sales, Segmentation, Targeting
• Maximizing Profitability: How Marketers Make an ImpactBarbara Bix
  Every company aims to maximize profit. Yet, in the frenzy of everyday work, it is not uncommon for "urgent" issues to supplant "important" ones, thereby shifting the focus of marketing ...
  Marketing Strategy, Measurement, Pricing, Segmentation, Targeting