Tag Archives: Marketing Cloud

Social TV

Brand Management, Marketing thru Operations, Web Analytics

I’ve spoken in the past about our local CBS affiliate WTSP-10 and their Moms Tampa Bay effort as a great example of “old media” that gets Social and has created something quite powerful using that ‘ol stick of theirs.

WTSP’s 6 PM newscast now features “news pics” sent in by viewers in almost every show.  They headline the story, run through the video they have, and on the way out, the anchor says,

“Here’s some pictures of the scene sent in by our viewers”.

Nice effort to be more interactive.  If I was going to Optimize it, I’d like to see it a bit more personalization, which increases the prep time, of course.  But it would be nice to hear the anchor say “Jody in Seminole sent us this picture” or something similar. 

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Online Marketing Bands

DataBase Marketing, Measuring Engagement, Web Analytics, ,

So, we had some good “translation” discussions on the HSN Marketing process document, and the idea that there are a couple of ways to look at “Segments”. 

It’s my belief that if you start with Communication Segments (an idea we finally arrived at with the HSN Optimization in 1993) and then move to Visitor or Customer Segments, you will end up with a clearer, more actionable picture in the end. 

If each Band has a single Objective, and you Optimize to this single Objective, you will end up Optimizing the entire system because Visitors / Customers naturally flow down through the Bands as they pass through the LifeCycle.

There’s really no concrete benefit, on either side, to send the same message to all the folks in these different Bands.  That approach is inefficient at the least and irritating to the customer at the most!

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