Back in the day, I was confused when I heard that guitar god Eric Clapton’s nickname was Slow Hand. His playing, always tasty, always appropriate, seemed fast enough for me. But as I pondered this apparent contradiction I noticed that, …
In the previous posts in this series, Social Media is Not Advertising. Duh!, It’s the End of Segmentation As We Know It (And I Feel Fine) and Infinite Touches – Segmentation on Steroids we talked about the proper uses of social media (not traditional advertising), …
In the previous posts in this series, Social Media is Not Advertising. Duh! and It’s the End of Segmentation As We Know It (And I Feel Fine) we took a look at brand marketers’ penchant for seeing social media as …
OK, it’s a sensationalist headline. I don’t really think segmentation should be ditched. Far from it. But segmentation based on high-level, limited demographics and not behavior is dead in brand marketing because it ignores the real promise of social media. …
It’s the End of Segmentation As We Know It (And I Feel Fine) Read more »
You know about the carpenter who only had a hammer, so every problem looked like a nail? That’s what I think about advertising on social media: It’s a useful tool, but it’s not suited to the problem. So what is …