Marketing and Research Consulting for a Brave New World
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Marketing organizations are still feeling their way in digital. They should closely study how presidential campaigns use digital this campaign season.

Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.

The new MASB brand metric won’t make marketing better. Here is the preferred alternative

consumer segmentation is important, but as an input into something moreā€¦the creation of an audience for a specific purpose.

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