Category: Marketing

Data Events Marketing Psychology

Marketing Takeaways from the 2020 US Election | Part V: Brand Familiarity & The Weaknesses of Product

Rand FishkinBy Rand Fishkin
Welcome to the final episode in our five part exploration of the 2020 US election from a marketing lens. If you haven’t already, make sure to check out the rest of series Part I: Identity & Common EnemiesPart II: Positioning & SegmentationPart III: Polling Problems & Growing Fans vs. Persuading ConvertsPart IV: Narratives & Information DistributionPart V: Brand Familiarity &…
Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part IV: Narratives & Information Distribution

Rand FishkinBy Rand Fishkin
Welcome to the penultimate episode (part 4/5) in our ongoing analysis of the 2020 US elections. If you haven’t already, check out part one, covering identity & common enemies, part two on positioning & segmentation, and part three on polling problems & growing vs. converting audiences. This time, we’ll look at the memorable power of simplistic narratives, then take a…
Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part III: Polling Problems & Growing Fans vs. Persuading Converts

Rand FishkinBy Rand Fishkin
It’s time for part three (of five) in our ongoing analysis of the 2020 US elections. If you haven’t already, check out part one, covering identity & common enemies, and part two on positioning & segmentation. Today, we’ll get into the weeds of survey methodology, why election polling appears to be less accurate, and how your market research might suffer…
Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part II: Positioning & Segmentation

Rand FishkinBy Rand Fishkin
Welcome to part two (of five) in our ongoing analysis of marketing takeaways from 2020’s record-shattering US elections. Yesterday, I wrote about how cultural identity drives behavior, and the power of common enemies. Today, we’ll pick up the series by diving into the opportunities and limitations of both positioning and segmentation. In case you skipped yesterday’s post, a few caveat…
Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part I: Identity & Common Enemies

Rand FishkinBy Rand Fishkin
I don’t believe there is any greater, more public example of capitalist-driven marketing on display than the American presidential elections. It is, unquestionably: A globally-followed eventA marketing-driven (rather than product-driven) outcome10X+ larger in spend than any other marketing campaign on Earth Ad spend figures from Quartz, Nielsen, & OpenSecrets This pinnacle of influence-driven action is much more than that, obviously.…
Data Marketing Product SparkToro

How to Apply SparkToro’s Data and Get Better Marketing Results

Rand FishkinBy Rand Fishkin
Updated April 3, 2024: We relaunched SparkToro! This blog post has been updated to reflect our product’s current functionalities. In 2018, my cofounder, Casey, and I had a crazy idea: what if you could aggregate the behavior of tens of millions of public social profiles and get insights into how groups of people behave online? What if you could build…
Hiring Marketing Psychology Startups Team

Why You Should Hire Agencies & Consultants (for everything you can)

Rand FishkinBy Rand Fishkin
In my first decade as a tech CEO, I consistently got advice about how building a great team was essential to building a great business. Agencies and consultants were never part of this conversation. It was always: hire full-time employees in areas where you need a competitive advantage; only hire agencies for functions you want to put on autopilot or…
Marketing Product SparkToro

Six Ways SparkToro’s Early Customers Use Our Product

Rand FishkinBy Rand Fishkin
Tl;DR: SparkToro’s early customers include a mix of agencies, independent consultants, and in-house marketers whose work involves Digital PR, Social Media+Content Marketing, Market Research, Digital Advertising, Audience Building, and/or Creative/Brand Marketing. Clicking those will take you to the accompanying section of this post with use-cases and examples. This has been a hard year for everyone. The pandemic’s separated us from…

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