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the strategic expertise of a big brand with the creativity and agility of a startup

Is Marketing Killing Democracy?

Customer segmentation is the cornerstone to any marketing plan. You segment your customers and define your personas, and deliver content, products, services based on those personas. It’s a way to increase the efficiency of your media spend and simplify your marketing effort. Most news publications do the same: they segment their audience and simplify their stories. However, their personas and audience segmentation are based on political ideology. As such, they inadvertently place a political lens on every article, opinion, and cultural issue that we consume. Can you imagine if every food item we ate was with garlic or without? What’s more, they’re in the business to sell stories – simple,

Why Hire a Fractional CMO - Reason #3 Mentoring

Your marketing team is excellent. But your team is focused on the tactics of the business -- building awareness, managing the scrums, kicking off the spring campaign. They lack the broader, strategic perspective required to activate prospects and accelerate sales. A Fractional CMO can help you determine how users adopt in your category and revise your business plan to reflect it; refine your brand promise and bring it to life with compelling proof points that customers pay for and talk about; determine the cadence of new products/features/flavors that maximizes revenue. Or more simply: help you identify what’s the best way to grow. Schedule a call for a quick consultation.

Instagram: The New Retail Storefront

Instagram, called at times, the new homepage, the millennial search engine, or the hipper QVC, can no longer be the afterthought that it has been. Not only are engagement levels 58x higher than Facebook, but a rapidly increasing number of internet users -- 28% -- consult Instagram when conducting a product search. (2) In fast growth markets like Latin America, Africa, and the Middle East, Instagram dramatically beats search engines for product discovery. (3) On Instagram, users find product shots that inspire, user-generated photos that validate, follower counts and likes that serve as social proof. And now with the release of shoppable tags and a stealthily announced native payments featu

Do You Have Organic Sales Growth?

Do you have organic sales growth? Or is your company faking it? You can examine referring traffic to your website. Companies growing organically tend to have more back page traffic. However, here's another way to find out that will help you do something about it. Survey your customers. Ask them The Net Promoter Question: "Using a scale of 0-10, how likely is it that you would recommend [brand] to a friend or colleague?" Then calculate your Net Promoter Score using Net Promoter methodology. The average Net Promoter Score (NPS) for consumer brands is 47, retail is 51, and Starbucks is 77. (1) Companies with low NPS scores have fewer customers recommending them, so they must spend more on ad

the strategic expertise of a big brand, the creativity and agility of a startup
www.sharonmccarthy.com