Marketing
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A new BIGresearch study reveals important market segments and the type of media plans that can produce the highest ROI to those segments. Of special interest in the study was a large group of online consumers labeled “Independents.” Independents have relatively low media consumption habits, but they are the biggest class of online shoppers.
Based on the study, consumer categories that benefit the most by devoting more of their budget to online marketing include products and services focused on clothing, travel or medical. These Independents do a substantial amount of comparative shopping/research online before they buy.
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Generation Y, representing the country’s emerging new workforce and those still in college, is a challenging group for marketers to reach. That point was driven home emphatically by a panel of young adults moderated by Guy Kawasaki. You can watch the engrossing discussion here. It is an hour long and worthy of every second of that time if you are trying to communicate to this group now or in the near future. By the way, these people are the future, and like it or not, this group—with an assist from technology—has developed a keen advertising avoidance system.
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Some of you have probably seen this, but if not, it is a revealing time lapse (via American Copywriter).
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In the old analog push-model era of marketing, the strategic dividing lines for message delivery were determined by the media technologies and infrastructure involved: television, radio, newspapers, magazines, outdoor, etc. Also, during that era, the demarcation for marketing planning, development and implementation was usually determined by specialty area in the Promotion “P” of marketing (see the Four Ps of Marketing). Some of these main specialty areas included advertising, public relations, publicity, sales promotion and personal selling. The problem with the old Four Ps of Marketing is that it emphasized an inside-out, company-focused perspective rather than an outside-in view that keeps customers as the important planning focal point.
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In Jim Collins landmark book, Good To Great, the author discusses the importance of The Hedgehog Concept. Collins describes this concept as an understanding and focus that emerges from the intersection of three important circles:
1. What you can be the best in the world at?
2. What drives your economic engine?
3. What you are deeply passionate about?
This post deals with a perspective on just one of those circles: What drives your economic engine? There are all types of ratios and benchmarks that are important for a bank to monitor: return on equity, total fee income, efficiency ratio, revenue, return on assets, net new accounts, accounts per household, etc. So, with all of these important ratios, what is the secret answer for driving a bank’s economic engine and providing increased shareholder value?
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