Mainstream Marketing

AIMS Canada asks Toby Ward about mainstream marketing

AIMS Discussion List June 8, 2005 -- Issue 604


 AIMS Canada

The growth of RSS feeds, blogs, viral marketing, custom media, and paid search has reached a point where they are no longer novelties, but requisite tools of the media industry.
A room full of marketers gathered recently in Toronto at our Word of Mouth Marketing Breakfast Seminar, as a follow up, we asked Toby Ward, Prescient Digital Media a few questions...
Q: What is the biggest thing that marketers need to do to effectively use online marketing in their overall campaigns?
A: Know your target audience. Whether through surveys, interviews, focus groups, usability testing, log analysis, etc., it's critical to understand your users and readers and to tailor your marketing in such a way that it resonates with their own personal opinions, preferences, and buying or reading patterns.
Q: Who's using online viral marketing 'right' in Canada? In the US?
A: In Canada, both iTunes and have done well with buzz marketing. Outside Canada, Curves, Microsoft (for Halo 2), and (Virtual Bartender) have all done good work and generated great 'buzz'.
About Prescient

Prescient Digital Media...We assess, plan, design and build world-class intranets and digital workplaces. We are recognized, world-class leaders and experts in intranets, and have been for 16 years, with 200+ clients and dozens of Fortune 500 and big brand leaders


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