The concept starts as an organization who wishes to increase value to their customers.  Not so bad.  But what happens when this goes horribly wrong?  Suddenly it becomes blatantly obvious that you really don’t know your customers very well.  And that’s a scary thing. Read the rest of this entry >>

In today’s recession-based economy organizations are making a drastic change away from mass (acquisition) marketing toward retention marketing.  On the consumer side, potential prospects are reeling in their spending and sliding down the long tail by finding exactly what they want, when they want it, and for the price they want to pay.  With acquisition marketing getting more expensive and less effective (see Zain Raj’s piece on markeing focus ), retention is where businesses are headed, and New Media is the tool. Read the rest of this entry >>

If the people who you market to had the option, would they choose to see your ad or ignore you all together?  Think about this the next time you send a mass email or put together a direct piece.  Seriously, think about it.  If you know in advance that 97% – 99% of your "customers" are not interested in what you have to say (given a 1% – 3% conversion rate) maybe you should rethink your strategy.  This is where New Media Marketing comes in. Read the rest of this entry >>