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... x No Thanks Loading.. Don'T Mess Up Your Marketing: Getting The Most From Your Investment 5/11/2015 by John Graham This content has not been rated yet. While driving down Boston's Massachusetts Avenue one Saturday afternoon, it dawned on me that every bus stop shelter along this popular main artery sported advertising signage for Apple's iPad 2. Assuming that many bus riders were not target customers for a product selling between $500 and nearly $900, the two of us in the car thought that spending advertising dollars at bus stops seemed like a waste of money. We were wrong! Just get on any type of public transportation and what do you see? Almost everyone is clearly a prospective iPad customer. Thumbs are going at incredible speed, while others are talking on their cell ... . For decades, marketing often used a broadbrush approach: advertise in major daily newspapers, network TV stations and national magazines, and then toss in billboards and direct mail to the mix, just to make sure. By 2000, such an approach was dead and technology threw in the last shovel of dirt. The ability to gather, analyze and use enormous amounts of consumer data has pushed the bar to the point that all marketing is individual. With companies empowering customers to manage their individual marketing protocols, it's all about the individual - and will become even more so. Today's customers aren't flooded with random marketing messages. The only messages Amazon.com customers receive are those that fit their profile. 4. The longer a company has been in business, the more it needs marketing. This runs ...

... isn't necessary to look very far for examples: A major-market TV station scheduled a free event for fans to meet one of the actors in a national TV show aimed at teenagers. Even with great PR, only a handful of people showed up. No one thought that holding the promo in a bar might not be an appropriate place for kids. Then there's the Solstice, the sleek, two-seater sports car from Pontiac that weighs in at $2K. Both the design and the price get rave reviews, but experts question whether it will make the hearts of the young and the would-be young go pitter-pat. "Like the other GM sports cars, it comes to market a tad underpowered," writes one auto reviewer. "It feels rather tepid under normal driving." With the Miata ... do what to whom and when, all the talk is irrelevant and the program will fail. It isn't necessary to look very far for examples: A major-market TV station scheduled a free event for fans to meet one of the actors in a national TV show aimed at teenagers. Even with great PR, only a handful of people showed up. No one thought that holding the promo in a bar might not be an appropriate place for kids. Then there's the Solstice, the sleek, two-seater sports car from Pontiac that weighs in at $2K. Both the design and the price get rave reviews, but experts question whether it will make the hearts of the young and the would-be young go pitter-pat. "Like the other GM sports cars, it comes to market a tad underpowered, ...