Marketing: Analytics Dashboards or Intuitive Leaps?

(Originally posted in CMO.com) Have you ever had a feeling you just couldn’t shake? Of course you have—“hunches” are the hallmark of any good marketer. It means you know a good campaign when you see it. In fact, marketing decisions have historically been built on hunches, intuition, and other unquantifiable ideas. That’s easy to forget in this data-driven industry we now work in. Here’s something else many people are forgetting: Breakthrough ideas don’t come from an analytics dashboard. They come from intuitive leaps. So how do you know when you have a good idea in front of you? Popular...

4 Ways to Invest in Personas to Tailor Your Marketing Messages

(Originally posted in Memeburn) Do you know who your customers are? You probably know their age, gender, and location — you might even know their shopping habits or their favorite stores. But do you really know them? Ten years ago, basic demographic information might have been enough, but in the age of big data, businesses need to dig deeper. These days, brands aren’t just compiling numbers and statistics to get to know their customers. Innovative companies are investing in “personas”: full, honest descriptions of a specific type of person. When you identify your audience in this way, it’s much...

Why #CheesyMovies Are Gouda for Marketing

Twitter shared a hashtag trend of  #CheesyMovies this morning, which makes one think- what exactly makes a movie ‘cheesy’ (besides substituting  a cheese in the title)? One vote – extremely bad acting with such a shallow plot that it actually becomes disturbingly humorous. Despite some variance in the definition, several people actually claim cheesy movies to be some of their favorites. Which brings about the question, does being a fan of cheesy movies say something about who these people are?? Turns out, it’s probably not whether a movie is ‘cheesy’ that reveals someone’s personality traits.  But rather, it’s the...

Be a Person, Not a Brand

(Originally published in Social Media Explorer) Social media thrives on one thing: accessibility. Whether it’s seeing the biggest stars’ daily routines or scoring the scoop from a trusted reporter, people want to feel in touch and informed — down to the second. Your Twitter followers want all of these things from your brand. But they want something else, too: They want to know you’re human. That’s why an automated Twitter response is such a disappointment for your followers. It tells them your brand is unavailable, or worse, “too big to care.” But there’s a better way to keep your...