Quick Reads: Segmentation

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How to Market to Gen-YSmall Business
"Many companies are stressed out about marketing to Generation-Y, those born between 1982 and 1993," writes Tim Hare at MarketingProfs. And with a good reason: "I'm sure you've heard about how ...
What Every B2B Marketer Needs to Know About MillennialsB2B Marketing
The Millennials have arrived! The first wave of the Millennial generation (born between 1980 and 2000) is now entering decision-making positions at companies across the land. And in a post at ...
Selling to SBOs: Three Points to RememberB2B Marketing
So you've set your company's sights on selling to smaller businesses. Sure, they aren't the heavy-hitters, the star accounts, but their loyalty could provide a nice budgetary cushion for your ...
Advanced Email SegmentationEmail Marketing
If you're still wondering about the value of segmentation, consider these numbers from eMarketer, as reported by HubSpot: "39% of email marketers that practice list segmentation see better open rates; ...
How to Segment for Maximum RelevanceEmail Marketing
It's easy to send "just one email with the same content to everyone in your database," writes Matthew Johnson at the Vision6 blog. "But how do you send that same ...
The Importance of Relevance: A Cautionary TaleEmail Marketing
"Today I was sad," writes Tara Jacobsen at the Marketing Artfully blog. "I got a message from someone who I like a lot and have been 'friends' with on the ...
Why Targeting MattersEmail Marketing
In a post at her eponymous blog, Elaine Fogel asks how frequently you receive email with content that has no relevance. "I'll bet it's a lot," she says with certainty. ...
Three Caveats for Multicultural MarketingSmall Business
"Are your campaigns reaching the intended audiences?" asks Darren Megarry at MarketingProfs. "That's a key question facing marketing professionals, as the combined wave of technology, communication access, and spending power ...
Three Tips for One-to-One MarketingSmall Business
"[H]ow many of us do one-to-one marketing?" asks Elaine Fogel at MarketingProfs. "I don't mean sending out personalized mass communication. I mean marketing to one person at a time." It ...
The End of the 'Average American'Small Business
"Fifty years ago, the concept of John Doe, an average American in a relatively even society where vast numbers of people had similar consumer needs, was real," writes Karen Talavera ...
Email Marketing in the Age of the 'Ultra Managed Inbox'Email Marketing
For years, writes Stephanie Miller at the Deliverability blog, marketers have enjoyed the linear nature of the email inbox—your newsletters and offers sitting cheek-by-jowl with personal correspondence from a subscriber's ...
Four Ways to Impress Customers With Social ResponsibilitySmall Business
"It's a global trend," writes Geri Stengel at MarketingProfs. "Consumers want to buy from, employees want to work for, and other businesses want supplies from, socially responsible enterprises." So how ...
One Thing Most Viral Campaigns Know Up FrontMarketing in a Downturn
As our recessionary hangover drags on, you're probably thinking of evermore-creative ways to engage customers. But Drew McLellan of the Marketing Minute blog offers this caveat: "As you are crafting ...
Five Ways to Improve DeliverabilityEmail Marketing
"Even in an increasingly real-time Web, email remains a critical channel to embrace for B2B marketing success," says Maria Pergolino in a post at the MarketingProfs Daily Fix blog. "However, ...
Warning: This May Electrify the Engineer Geeks in Your AudienceHigh-Tech Mktg & Sales
Engineers are smart, competitive, time-constrained, and of course geeky. So how does a high-tech marketer connect with such a consumer segment? Give them what they want: smart, funny content that ...
Hispanic Marketing Tactics That Work With Savvy ShoppersMarketing in a Downturn
American businesses spent $5 billion reaching the Hispanic market in 2008, and for good reason. By 2013, Latinos will control 10 percent—or a staggering $1.4 trillion—of the country's buying power. ...
How Chick-Fil-A's Email Offer Brought Customers Into Stores Email Marketing
In a post at the Bronto blog, Julie Waite says you may know Chick-Fil-A recently introduced a Spicy Chicken Sandwich. "What you may not have heard," she notes, "was that ...
Facebook Users: Four Key StatsSocial Media
It's easy to get lost in the Facebook hype. Everybody's on it—but is "everybody" relevant to you? Here's a quick way to find out. Check out Research Spotlight: Facebook, a ...
One Easy Way to Make Your Emails More ReadableEmail Marketing
Writing at the Retail Email blog, Chad White offers some interesting facts about the Baby-Boomer generation. First, by 2015, nearly half of the US population will be age 50 or ...
Incite Change in a Moment's TextMobile Marketing
Good news, nonprofits! At Le Web this year, Her Majesty Queen Rania of Jordan discussed how, in an era when a panoply of tech options are available to us at ...
Move Over, Night RiderMobile Marketing
We like to emphasize that mobile is probably the most personalized technology available so far in the 21st century. And these days, finding ways to incorporate yourself into users' daily ...
Time for Tea and TweetsSocial Media
Remember when we told you about Twitcam, the service that lets you stream live video via Twitter? This is kind of like that, but with more oomph and less lag. Say ...
Stay or Go? You Tell Me.Email Marketing
As subscriber engagement becomes a critical factor in the deliverability rates of email campaigns, removing inactive recipients from your list is more important than ever. To keep your list as ...
Chop That up Even FinerB2B Marketing
"The problem with the word 'segmentation' is that it has lost its meaning," says Andy Hasselwander in a recent post at the B2B Marketing Confidential blog. "Like [saying] 'analytics,' saying ...
Add Some Local FlavorSearch Engine Marketing
When McDonald's launched its specialty coffees earlier this year, its banner ads inviting consumers to "McCafé Your Day" were all over the Web. Great branding, but does such online advertising send ...