Tag: marketing
-
My Product Management Toolkit (17): Assess Market Viability
Whether you’re a product manager or are in a commercial or strategic role, I’m sure you’ll have to assess market viability at some point in your career. For that reason, I wrote previously about assessing markets, suggesting tools that you can use to decide on whether to enter a market or not. A few weeks […]
-
What is psychographic segmentation?
As a product person, I’m always interested in segmentation as there’s no such thing as a universal customer with the same characteristics or behavioural traits. There are many different ways to identify and target a specific group within a population, and I came across “psychographic segmentation” as a way of segmenting your target audience. Psychographic segmentation […]
-
Book review: “Crossing the Chasm”
I recently read both Crossing the Chasm and Big Bang Disruption, which are two books covering a similar topic: how do you position and sell innovative products in fast pace market? “Crossing the Chasm” by Geoffrey A. Moore was first published in 1991 and talks about how to bridge the “chasms” which can occur in the traditional […]
-
The what and why of programmatic marketing
The term “programmatic marketing” is relatively new. Ben Plomion, VP Marketing at Chango, first wrote about programmatic marketing back in 2012. In this article he expands on the ‘what’ and the ‘why’ of programmatic marketing. Ben’s piece formed a great starting point for me to learn more about what programmatic marketing means and what its […]
As I learn ... 