Data Events Marketing Psychology

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

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

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

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

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.…

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

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

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…
Marketing Psychology

Outreach Tips (better than anything you’ll find searching Google)

It’s 2020, so your inboxes probably look like mine. Bloated with requests from people you don’t know, overrun by low-quality spammers, a bubbling morass of bandwidth-consuming time vampires mixed in with people and sources you actually *want* to hear from, forcing you to pan for gold amidst the sans serif grays and post-modern white of your mail provider’s “productivity-centric” user…
Marketing Startups

Where Should You Start Marketing a New Business or Product?

There’s no question I get more when presenting on startup marketing than this: “I feel so overwhelmed… Where do I even start?” It’s a fair response, one for which I have great empathy. If you start consuming information about marketing a business online, the rabbit hole can quickly lead to some very overwhelming and, in my opinion, misleading advice. When…