Weather the Storm with Hidden Markets

Weather the Storm with Hidden Markets

(Originally published in Entrepreneur.com) Recently, I went car shopping with my wife. We were casually browsing when a salesperson approached us. After listening to his pitch, he turned to me and — in front of my wife — said, “Most of the ladies won’t care about looking under the hood, so I won’t bother giving her the marketing spiel on the performance.” His comment surprised me. Yet this kind of stereotyping happens all the time in marketing. Just look at the gender bias in advertisements: Whether it’s a reference to sports, clothes or professions, companies try to typecast men and...
Provide Your Customers More Value Through Lifestyle Content

Provide Your Customers More Value Through Lifestyle Content

(Originally posted in Entrepreneur.com) Disney knows what its customers love and that’s just what it gives them. The entertainment media giant understands that a well-proportioned content strategy is crucial to effective marketing. The media company satisfies its audience by posting behind-the-scenes movie footage and crafting engaging blog content that hooks readers. This works because Disney knows how to balance two important kinds of content: traditional and lifestyle content. A call to action typically asks consumers to visit a store or fill out a contact form. But lifestyle content engages customers with information that adds value without a direct link to buy. You’d be...
New at Mattr: Track Brand Metrics and Audience Persona Over Time

New at Mattr: Track Brand Metrics and Audience Persona Over Time

Is Your Brand Really Getting Greener? Monitoring the effects of a campaign on your brand has never been very easy, particularly if it’s a specialized campaign, like trying to increase your brand’s reputation for environmental friendliness. To address this need, we’ve added two exciting features to the Overview section of an influencer report. The ‘Time Machine’ allows you to go back to the baseline of when a report was created or any range of days in-between. Now you can see the percent of environmentally-friendly people responding to your messaging as a simple ‘Before/After’ metric, or monitor the changes in...
What’s Next for Social Media in 2015?

What’s Next for Social Media in 2015?

2014 has come and gone, and while the holidays provided a nice time for reflecting on all that happened during the past year, they also gave us the opportunity to look ahead to 2015. Another year of hopes and possibilities. Another year of advancements in digital and social media. What will the new year bring? What’s the next Selfie or the next Ello? How will Facebook change its platform next – and how many times in the next 12 months? Over the past few weeks, we’ve been thinking about potential trends and advancements our industry will see in 2015...