Elaine Fogel

target audiences

typewriterHave you given any thought to your business’ or nonprofit’s standard font styles? You know, the ones you’re supposed to use consistently in your marketing communications?

I actually blogged about this in January 2014, “Why Typography is Important in Marketing,” and in March 2011, “Use Simple Fonts for Better Marketing Results.” What’s interesting is that not much has changed.

What prompted me to revisit this topic was an email I received from a marketing colleague yesterday:

Change is not an event, rather it’s a process.

In my experience, it starts with leaders understanding that change is necessary — and then creating a leadership team to assist with developing the implementation plan and managing adoption.

What did you notice immediately? Continue reading

no-internetIf you’re marketing to your target audiences online, you should know who the Americans are that are not using the Internet - at all. Why spend marketing dollars on audiences who will never see your messages?

The Pew Research Center has the 411 on who these Americans are, so take note.

First of all, 15% of U.S. adults do not use the Internet. “The size of this group has changed little over the past three years, despite recent government and social service programs to encourage internet adoption,” say Monica Anderson and Andrew Perrin of Pew.

So, who are they?

Continue reading

computer-devicesWith Google’s algorithms changing this week to expand its use of mobile-friendliness as a ranking signal, do you have any idea which devices your customers are using? What about the prospects you want to attract?

Thanks to Millward Brown Digital for surveying “more than 1,000 consumers in three generations (Millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to see how different age groups favored different screens for various activities.” (Adweek)

What Adweek reported is that we cannot make any assumptions.

Joline McGoldrick, research director at Millward Brown Digital, adds, “It is easy to stereotype and say the best way to reach Millennials is on mobile, but that is not always true. As the analysis shows, device usage varies from generation to generation based upon what the activity is.”

If you don’t want to make mistakes, this infographic can help explain how your different target audiences may engage with your company. Continue reading

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