Posts Tagged ‘marketing campaigns’

Digital marketing: How B2B marketers can use it to improve their performance against goals

Tuesday, November 23rd, 2010


This post is the second in a series about how B2B marketers can use digital marketing to help them make the most of their resources online and off.  The series summarizes insights from an interview with Dave Wieneke, a Director of Digital Marketing who blogs at UsefulArts.us

The first post described how B2B marketers can set up digital signals to help them monitor marketing performance.  This post describes how B2B marketers can use digital marketing to determine what they need to do to improve marketing performance.

Start with market segmentation

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Posted in Internet marketing, Uncategorized | No Comments »

Target Marketing: Still essential, still evolving

Friday, August 13th, 2010

Last night, 50 Wharton alums gathered in downtown Boston to hear Professor Peter Fader speak about “The Paradoxes of Interactive Media”.  Of special interest were Dr. Fader’s comments on how target marketing has changed.  His message: when profiling your most promising prospects, focus on differences in behavior rather than demographics.market demographics

To illustrate his point, Dr. Fader looked at the data underlying a study that concluded that Hispanics were more likely to purchase DVDs than Caucasians.  He began by acknowledging that the conclusion was accurate–but not particularly useful.

Lies, Damned Lies, and Statistics

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Posted in Buying process model, How to, Internet marketing, market intelligence, Marketing communications programs, Marketing strategy | No Comments »

Who reads blogs anyway?

Saturday, March 21st, 2009

Google the title of this article and you’ll find lots of statistics on who reads blogs. That said you may not know anyone who reads blogs. I believe that blogs are worth writing—even if no one reads them right away.

The reason? When readers are ready, the blogs will still be there. And that’s the power of on-line content.

Blog statistics track traffic and level of interest

I know this from direct experience. According to the statistics my blog collects, a lot of visitors find my blog posts weeks or even months after I originally publish. Most of these latecomers find my site when searching for information on a particular subject. Many stick around long enough to read several other posts. A smaller, but significant, number subscribe so they can receive future posts.

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Posted in Internet marketing, Marketing strategy, social media | 1 Comment »