Google provides several products that can help you to understand and build your audience profile. By giving access to historic search data and offering tools to help you mine insights, Google can be a great starting point for building a comprehensive, rich and actionable audience profile. Although Google’s primary goal is to sell advertising by […]
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Online communities are nothing new. In fact you can argue that they’ve been around since the dawn of the internet age, when users first started posting messages in bulletin boards and early forums emerged where you could add comments. Yet many brands still struggle to gain traction or return from their efforts when it comes to […]
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“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.” Seth Godin Seth Godin codified the concept of ‘tribes’ in his instrumental 2008 book of the same name. Technology – and specifically the internet – has bred huge societal change as communities have scaled from local […]
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The terms Audience, Customers and Consumers are often used inter-changeably by marketers, yet there are essential differences between the definitions that need to be understood and appreciated if you’re to optimally target your marketing and communications, and ultimately build an effective business model. The distinctions may appear subtle, yet they provide clarity on how revenue […]
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Delimiting and defining your target audience is the starting point for any business plan, marketing strategy or brand architecture; yet it’s a discipline that many struggle with, often defaulting to limiting or misleading perspectives and measures. As Michael Dell stresses, “The idea of being all things to all people is a thing of the past.” […]
Read more...Many of the models and methods that are available for developing a customer segmentation strategy are often highly convoluted and overlook the basics of customer motivations, lacking appreciation of the customer’s considerations and needs as they migrate through the product experience. The VAULT Model provides a simple framework that enables the marketer to align strategies and tactics […]
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