Marketing Factoids

  • The typical teen has 80 phone numbers and over 100 friend connections. source ›
  • Fewer than 10% of the London Financial Times Stock Exchange Index companies have marketing directors on their boards source ›
  • Of those people that recently made consumer electronics purchases in a store, 80 percent visited the store's website first. - Nielsen Online survey source ›
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JAN 21

Yet even as Chevy popped the clutch in reverse†

Brandweek, January 21, 2008 — The tool it used to cook up "Come Together and Worship" is, at the moment, thriving. We are, of course, talking about microtargeting—the practice of using complex psychographic datamining to direct tailored marketing messages at narrow slices of the consuming public. Sound familiar? It should. In the ad world, market segmentation has been the norm since the 1960s. But today's marketers have one thing their wing-tip-wearing ancestors did not: Web 2.0

Category: Marketing Strategy
Tag: targeting
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OCT 2007

Will RBK’s Real Customers Please Stand Up?

By Jesse Purewal, October 18, 2007 — A question for marketers: Is it acceptable to poke fun at one customer segment in order to appeal to a second, different segment?

RBK’s answer: Yes, when you’ve failed to win in the market you originally coveted.

But that doesn’t mean it’s a good idea.

You may have seen the “Run Easy” outdoor campaign from RBK (nee Reebok). It combines mean-spirited one-liners with images of pained endurance runners – a bid to show that its brand is on the side of the common folk. The attempt... continue reading

Category: Brand Strategy
Tags: adidas, brooks, Nike, RBK, saucony, Advertising, targeting
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