Bob Williams

Tracking customer behavior across multiple channels

December 10th, 2011 | Leave a comment | Tags: , ,

Two ads. Two shows. One Brand. While traveling home this week I was skimming a Delta Sky Magazine and noticed two full page ads from Cirque du Soleil. My first thought was that the ads were repetitive. They had different pictures but they were advertising  entertainment from the same brand. With just one page separating the two I thought maybe it was an A/B test for the advertisement.

On closer examination I saw that the two ads followed a template that was constructed to show seven different Cirque du Soleil experiences. The banner strip in the middle of the page had a raised block for the specific show. Each show …Continue reading >>

Bob Williams

The empowered marketer – yesterday, today, and tomorrow

September 17th, 2009 | Leave a comment | Tags: , , , , , , , , ,

Technology and the Internet are changing the way consumers and marketers interact with each other. This is the second of a two part post about how consumers and marketers provide and consume information leading to purchases. The first post focused on the empowered consumer. In this post I’ll discuss the empowered marketer and how marketers can use technology that is readily available to better target and reach consumers. I close with some thoughts about how marketers will reach consumers in the future.

In the past, marketers followed the classic steps of segmentation, targeting, and positioning to create and distribute content to an audience. The output was an ad, promotion, informational …Continue reading >>