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POPSOne big ocean. Thousands of tiny ponds. The death of one-size advertising It's a common thread. Segmentation. Usually not measured up as a positive (because it makes things more difficult, supposedly) segmentation is the bi-product of media saturation. Where not livining in a one color television, one network, one newspaper kind of world any more. There are so many outlets that people have their eyes on these days, you have to find the brights spots, the best rabbit holes. And the easiest way to do that is by behavior. That market may have gotten fragmented but you can easily find out a persons behavior just by gleaning a few tweets. Where they live, what they eat, where they shop, who they like, who they don't like. Think of it this way. As marketers, we're no longer like Sisyphus pushing ONE huge rock up a hill, we're juggling a dozen or more pebbles riding a unicycle across a tight wire.
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POPSWhy Banner Ads No Longer Engage Seems pretty obvious, but people always stick with the easiest possible solution. but why should your ad deliveries and formats change with the segmenting market.
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POPSGoogle Wave. Awesome Since marketing is now all about engagement - Google makes it easy to pull it all into one place. Check it out.
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POPSDirect Mail - The Dinosaur of Marketing Direct Mail use to be king. Now it sitting at the back of the bus. I firmly believe to truly have an integrated marketing mix (especially when marketing locally) you need a solid (if scaled back) direct mail campaign. If it works in an email, it works in a mailbox.
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POPSOrganizing your Social Media Universe No one said it was easy. Like any good organizational plan, just make your list and mark it off as you complete it. Set your daily tasks and check them off one by one. Nice read.
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