All Posts Tagged Tag: ‘Segment’
One of the most interesting sessions to me at Web 2.0 Expo was fellow analytics blogger Avinash Kaushik’s session called “Click the Big Red Button : Tips & Techniques for Optimizing Conversion and A/B Testing”. I was looking forward to it because even though I’ve been big into testing for years, I still feel like the majority of the web world is so far away from embracing testing to improve web results.
What does it take to for Net Neutrality to get national television coverage? It takes an asinine explanation of the Internet by the chairman of the Senate Commerce Committee. Was this picked up on NBC, Fox, CNN or another major news network? Nope. Comedy Central.
Ask any copywriter what the first commandment of copywriting is and they’ll quickly tell you “Know Thy Target Audience.” In order to write effectively you have to know this one group of people and know them well. I guess that’s why many people get so frustrated when it seems they have more than one preferred customer base. One of the most frequent questions I get asked is, “What if I have more than one target audience?” In all actuality, you probably don’t. You just have different segments of the same audience.
The product life cycle has been part of marketing strategy since the late 50’s. All of us are either intuitively or intellectually aware of its five stages of introduction, growth, maturity, saturation and decline. Yet, this classic model now faces the same inevitability it predicted for brands and market segments. We all face a new reality wherein everyone knows the model, emulates it, then with alarming regularity…fails. Failure comes from the predictability of the strategies that we all believed were dictated by the model. Over the past five years we’ve seen mature core brands suffocate under their own weight like lost, beached whales on the shores of EDLP (every day low price) Beach.