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
Marketing Lessons from the 2020 Election | Part I: Identity & Common Enemies
By 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 event A marketing-driven (rather than product-driven) outcome 10X+ larger in spend than any other marketing campaign on Earth Ad spend figures from Quartz, Nielsen, & OpenSecrets This pinnacle of influence-driven
How to Apply SparkToro’s Data and Get Better Marketing Results
By 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?
Election Polls vs. Results Can Help Explain How SparkToro’s Data Works
By If you’re anything like me, you’ve spent the last 48 hours frantically refreshing the NYTimes, Politico, the Washington Post, Five Thirty Eight, & Memeorandum far more times than is healthy. This American election, more than any news event in my lifetime, has induced massive anxiety, fear, hope, and emotional turmoil (at least in those who
Analyze Your Audience’s Political & Media Behavior in SparkToro
By In our ongoing quest to provide unique, valuable audience intelligence, we’re launching a brand new feature in SparkToro today: Media and Political Insights. You’ll find this data available in the Audience Insights section of any SparkToro search. Any timing of this release with major, upcoming political events is purely coincidental… 😉 ABOVE: Media and Politics
Why You Should Hire Agencies & Consultants (for everything you can)
By 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
I’m Ending My Tenure on Moz’s Board & Welcoming Tara Reed and Asia Orangio
By The short, short version: After stepping down as CEO in 2014 and leaving the company in 2018, as of a signature earlier today, I’m officially off Moz’s board of directors. The incredibly impressive CEO & founder of DemandMaven, Asia (Matos) Orangio accepted my offer to fill the chairperson seat. Simultaneously, I nominated Apps Without Code‘s
Product-Market Fit is a Broken Concept. There’s a Better Way.
By The startup ecosystem loves to hype the concept of product-market fit. Does your company have it? How far away from it are you? If you have it, how are you scaling? If you don’t have it, why would you ever try to do marketing? All of these questions assume a binary truth, universally applicable to
Six Ways SparkToro’s Early Customers Use Our Product
By 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.
New Feature Alert: Email + Contact Info Are Now In SparkToro
By Since launch in April, showing emails and contact information inside the SparkToro app has been our most requested feature. Today, it’s here. Billions of email addresses and social contact URLs now pull directly into the Lists feature. If you’ve used SparkToro Lists in the past (and have a Standard or higher tier account), your Lists