Relevance - Not Just About Targeting

Situational relevance sets up a situation in which we the consumers can join the dots quickly ourselves. Used correctly, it's engaging, often funny and guess what...It captures our attention to the extent that we might even remember it and what it was all about... Brilliant!

The Tipping Point is Toast

This year more than one billion dollars will be spent on word of mouth marketing campaigns to target "influentials". Projected to grow at 36% year over year, this is the fastest growing element of the marketing armory. A great article featuring truly innovative work by Duncan Watts, a network-theory scientist, says that it's all a waste of money. To substantiate his point, he has developed a new technique for propagating ads virally, harnessing the p2p power of everyday people, ignoring influentials altogether.

Really worth a read, the full article is here....

Convers/ion

There is a word here somewhere. Somewhere between the high ground of conversational (influence) marketing and the battleground of conversion. I am working on it.

A suivre....

Actions Speak Louder Than Clicks

I recently conducted a webinar with Brett Hieggelke, Vice President of Strategic Marketing at TouchClarity Omniture called "Actions Speak Louder Than Clicks - The New Rules of Engagement Optimization". The presentation is based on our shared approach to optimizing the on-site experience. It shows a selection of results we have jointly achieved by applying both technology and marketing best practices.