Social Media is a Compelling Complement for any Email
(Note: much of the content in this article is a summation of a Podcast on 7/5/17 from Masters of Scale)
Good or great?
(Note: much of the content in this article is a summation of a Podcast on 6/28/17 from Masters of Scale)
Everything is a work and an exercise in progress
(Note: much of the content in this article is a summation of a Podcast on 11/8/17 from Masters of Scale)
Context of interview
On the November 8, 2017 episode of Masters of Scale with Reid Hoffman, Reid interviews investor and PayPal cofounder Peter Thiel on a variety of issues revolving around the success of ambitious ideas and the philosophy behind engaging in competition or leaving it. If you’re familiar with Thiel, you know his ideas are often a little unorthodox. In this case, as Hoffman agrees, Thiel is very accurate. Everything he advises is well-founded in robust experience as well as intuitive.
Crossing the Chasm
Crossing the Chasm, a 1991 book by Geoffrey A. Moore, identifies five major audiences constituting a variety of target markets. According to Moore, understanding the nature of these groups is essential in figuring out how best to market a new product in each instance. Rather than going after the entire collective, Moore advocates for marketing to the audiences one at a time. As you succeed in one, you’ll carry momentum over into the next one. This aligns with the best practices of inbound marketing, as well: create various buyer personas so you can truly understand who you're selling to, and focus on that specific demographic.
Location targeting is unique
If you are beginning an AdWords campaign, you may have some familiarity with the difference between a Search Network ad and a Display Network ad. Location Targeting (or Geotargeting) is another way of advertising on the Search Network. In a previous article, we introduced the Shopping Campaign as an effective means of exposure for a retailer. Advertising on Google Maps is a useful alternative to or complement for a conventional text ad.
Email is entrenched in our society
It’s October of 2017, which means you know an effective email if you see one. I didn’t say “when you see one,” because it isn’t always the case. By now, many seasoned email users are fed up with junk email and junky email. Services like Gmail have made it far easier to filter out the stuff you are sick of, and not just spam. Therefore, it’s essential for a marketer to know what makes a message desirable––what makes the recipient tick and what ticks them off.