Quick Reads: Segmentation

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Where Everybody Holds Your NameMobile Marketing
If there's anything Second Life has taught us, it's that people like having a place to come back to—a virtual hideaway where you're always well-coiffed and surrounded by friends, and ...
Beer Budget, Champagne StyleEmail Marketing
You might not have the big-time marketing budget of a major retailer—but as the holiday season peaks, don't forget there's a secret weapon in your arsenal. "Email marketing campaigns are affordable, ...
Naughty? Nice? Get the List.Social Media
In late October, Twitter launched its Lists feature, which might just improve your life in a panoply of organization-friendly ways. The new feature helps you sort your own contacts based ...
Mom Loves Me BestCustomer Insight
A new study by the Marketing to Moms Coalition—a not-for-profit group that seeks to share insights about moms to help marketers better engage with them—shows just how much American moms ...
Ready, Aim, MarketCustomer Insight
Direct marketers have long struggled to achieve the ultimate goal of getting the right message to the right person at the right time—and thereby gaining a sale. Now, the advent ...
You're Like the Air to MeSearch Engine Marketing
In a recent post at the Online Marketing Blog, Adam Singer summarizes Charlene Li's keynote at Search Engine Strategies San Jose last summer. Co-author of the business bestseller Groundswell: Winning in ...
Somebody's Watching MeEmail Marketing
In March 2008, Amber Duick began receiving email messages from a criminal fugitive who identified himself as Sebastian Fowler. "Amber, mate!" read one missive. "Coming 2 Los Angeles. Gonna lay ...
[Your Name Here]Email Marketing
Marketing messages with personalized subject lines usually fail to impress DJ Waldow. "[Most] of those emails use my first name as the 'hook' to get me to open," he writes ...
Glamp It UpMarketing in a Downturn
Warren Katz uses a post at the Elephant Bites blog to discuss the recession-driven microtrend of "glamping"—a freshly coined portmanteau for glamorous camping. In essence, its proponents want the low-budget ...
¿Habla Español?Marketing Analytics
Not all Spanish speakers want the same thing from a website—many more factors than just language are at play.That's why, Tamara Barber explains in a post at the Forrester blog, research on ...
What Would We Do Without You?Mobile Marketing
You've probably heard a lot that the days of "push" messaging—a mythical golden age when marketers could feed passive viewers whatever rigmarole the ad department pleased—are dead. So true. But for ...
How a Minority Can Look Like a MajorityMarketing Analytics
Let's say a travel company sends out a series of email messages with a variety of offers. Campaigns 1 and 3 produce average clickthrough rates of just over 4 percent; ...
This Will Be on the TestEmail Marketing
"Something that we preach at eROI is to TEST TEST TEST," says Ryan Buchanan in a post at the company's blog. "We believe that testing should be an integral part ...
We'll Have a Gay Old TimeMarketing Inspiration
We've seen Sarah Haskins critique advertising that patronizes women, and now it's time for Bryan Safi's take on commercials that handle gay topics with varying degrees of respect. In this ...
Your Husband: Slightly Dumber Than a DogMarketing Inspiration
Comedian Sarah Haskins is back with another Target Women video at Current TV that skewers gender-based advertising clichés—this time it's the Doofy Husband. "Being a woman isn't easy," she says ...
Is Your Store for Barry or Jill?Marketing Analytics
In Competing on Analytics: The New Science of Winning, Thomas Davenport and Jeanne Harris explain how Best Buy used data collected on 60 million U.S. households to create eight customer ...
Show Me the Numbers That CountEmail Marketing
"It's high time email marketers assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter," says Karen Talavera in an article at MarketingProfs. ...
The Color of MoneyMarketing Inspiration
As environmental awareness continues to rise, the average consumer has become more conscious of the need to make greener choices. A post at the Osocio blog highlights a satirical cartoon from ...
Look to Where the Sun Is ShiningMarketing in a Downturn
"The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom," says Blaire Borthayre in an article at MarketingProfs. And ...
Don't Become a FrenemyEmail Marketing
"Refer-A-Friend campaigns can be tricky territory," says Kristen Gregory in a post at the Bronto blog. "Let's be very clear: just because someone gives you the email address of their ...
Youth Isn't Always Wasted on the YoungMarketing Inspiration
You might have mixed emotions—perhaps a blend of envy and awe—when you hear teenage CEOs discuss how they plan to secure venture capital for their second or third startup. But ...
Lessons From a Cardboard BoxEmail Marketing
Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he ...
Take This Plan and Shove It!Email Marketing
"Lately," says Ken Magill in a post at DIRECT, "I regularly get messages from frustrated email managers whose bosses are trying to prod them into doing something self-destructive." It seems ...
Ladies' ChoiceMarketing Inspiration
"Hey!" says comedian Sarah Haskins, as she dumps an array of Yoplait, Activia and Dannon onto a table at the beginning of a viral video. "Why am I holding all ...
Now Is the Time for Me, Baby!Customer Insight
Good news for those marketers who seek to advertise aggressively and creatively to Baby Boomers: You are right on track! New research is finding that for many Boomers "aging is ...