Comments on: Behavior vs. Emotion: What It Means For Market Segmentation http://spurspectives.com/behavior-vs-emotion-what-it-means-for-market-segmentation/ Thoughts on the intersection of social media and 1:1 marketing Tue, 16 Mar 2010 13:54:36 +0000 http://wordpress.org/?v=2.5.1 By: David Svet http://spurspectives.com/behavior-vs-emotion-what-it-means-for-market-segmentation/#comment-5950 David Svet Tue, 27 Oct 2009 15:58:49 +0000 http://spurspectives.com/?p=157#comment-5950 David and Ben, Thanks for your thoughts! I think you are both right on track. The availability of solid customer data derived from behavior is ubiquitous. It gets easier every day to gather, manage, and use it. We've been using it for several years for investor communications and donor communications to deliver one-of-a-kind materials in print and online. It's really not that difficult to have 200-300 data points hit a single piece. At that point everyone is getting something that answers their particular situation. It's a very exciting time to be working in this area! :) David and Ben,
Thanks for your thoughts! I think you are both right on track. The availability of solid customer data derived from behavior is ubiquitous. It gets easier every day to gather, manage, and use it. We’ve been using it for several years for investor communications and donor communications to deliver one-of-a-kind materials in print and online. It’s really not that difficult to have 200-300 data points hit a single piece. At that point everyone is getting something that answers their particular situation.

It’s a very exciting time to be working in this area! :)

]]> By: Ben Foster http://spurspectives.com/behavior-vs-emotion-what-it-means-for-market-segmentation/#comment-5949 Ben Foster Tue, 27 Oct 2009 15:30:52 +0000 http://spurspectives.com/?p=157#comment-5949 I often wonder if all the data and socialness of the web will lead us to fully personalized content. We could reach a point where people aren't grouped at all. Everyone has a customized message that they receive (or don't receive) based on data about them. Not that marketing has ever been efficient, but I could see it going in that direction :-) I often wonder if all the data and socialness of the web will lead us to fully personalized content. We could reach a point where people aren’t grouped at all. Everyone has a customized message that they receive (or don’t receive) based on data about them.

Not that marketing has ever been efficient, but I could see it going in that direction :-)

]]> By: David http://spurspectives.com/behavior-vs-emotion-what-it-means-for-market-segmentation/#comment-5948 David Tue, 27 Oct 2009 14:34:33 +0000 http://spurspectives.com/?p=157#comment-5948 Some good thoughts here Dave. It's interesting to see how the value of real time search, analytics & the ability to immediately respond is butting up against older perspectives best suited for mass advertising and blanket marketing campaigns. What's amazing to me is that the skillful use of technology can give individuals the ability to create campaigns on par with the quality of the older mass efforts, but created to suit an immediate need. Using real time analytics, be it Twitter, Facebook, or simply Google search it's possible to get a good perspective on the market at any one time and create simple, effective and elegant solutions/drivers where they are needed. Some good thoughts here Dave.

It’s interesting to see how the value of real time search, analytics & the ability to immediately respond is butting up against older perspectives best suited for mass advertising and blanket marketing campaigns.

What’s amazing to me is that the skillful use of technology can give individuals the ability to create campaigns on par with the quality of the older mass efforts, but created to suit an immediate need. Using real time analytics, be it Twitter, Facebook, or simply Google search it’s possible to get a good perspective on the market at any one time and create simple, effective and elegant solutions/drivers where they are needed.

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