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Thursday, April 4, 2013

Blog is closed as of October 4, 2012

This Blog is closed as of October 4, 2012

Please go to http://www.plurismaketing.com/blog/ to read our latest blog posts.

Thursday, October 4, 2012

Marketing Needs the 5th P

Why Payment Now Belongs with Product, Price, Place and Promotion as a Key Decision Lever

By Bob Fetter, SVP of Pluris Marketing

Since the 1960s, - the smartest of marketers have developed an offer taxonomy based on the 4 Ps—product, price, place and promotion. For years these 4 Ps have helped us marketers measure, classify and optimize different offers against one another based largely on these trigger points, allowing for an organized and optimized marketing mix that drives revenue with the most efficiency.  And that taxonomy-- or process of determining how all the offers from brands should be broken down into distinguishable pieces, has held its grip on the marketing industry.

Friday, September 28, 2012

Facebook Digs Deeper into Privacy Concerns

By Bob Fetter, SVP of Pluris Marketing

According to a post in the September 23rd issue of the Financial Times, Facebook is partnering with a “controversial” data company called Datalogix that can “track whether people who see ads on the social networking site end up buying those products in stores.”  

Of course, this announcement has raised concerns with privacy advocates who have continually been concerned about marrying online profiles and presence with offline data since the purchase of Abacus (a Datalogix competitor) by Doubleclick (an online ad-serving company later bought by Google) in the late 90s.

Wednesday, September 26, 2012

Persona Development – An Update

In this great post from Perianne Grignon of [x + 1], she argues that the concept of media is dead, saying “obviously at one level – as a means for reaching the right audiences with relevant messages – the answer is “yes”. But if you’re still thinking of media as an array of discreet channels that need to be individually planned for, bought, optimized and managed, the answer needs to be a loud and emphatic “no.”
At Pluris, we wholeheartedly agree with this message.  Our Offer Optimization solution runs across all channels, and its goal is to deliver a consistent message to each consumer regardless of channel.  About a year ago, we posted our thinking on personas as a means to provide “color” to statistics

Thursday, August 30, 2012

5 Reactions to Facebook’s “Page Post Targeting Enhanced”

By Bob Fetter, SVP of Pluris Marketing

Facebook creates so much news that it’s easy to miss a new set of features aimed at marketers- even when those very changes can have big implications on how brands speak to you on the social platform.  Last week, nestled between the social buzz of the Olympics and ups and downs of its stock price, the social network rolled out a bevy of new ways for marketers to take advantage of  things such as your age, interests, gender, relationship status and more to inform how they ‘speak’ to you.

Tuesday, August 7, 2012

Embracing the Big Data Deluge - If That’s What it Is

By Bob Fetter, SVP of Pluris Marketing

Everyone is talking about big data and judging from my social streams and much of the media coverage, I’m afraid many don’t have a clear understanding about what it is, and if big data is in fact, what they are dealing with. The explosion of data has everyone thinking- “this must be a big data problem” but sadly, a few million emails, a couple thousand social messages and a customer data base, isn’t big data. It may be a lot of data to manage and a headache, but how does the average CMO or CTO build a strategy around handling their data if they prescribing it inaccurately?

Wednesday, July 18, 2012

Stick a Google-Shaped Fork in Barnes & Noble

Everyone hailed the Nook as smart business. Now, thanks to the very same company that powers the Nook, it’s going the way of disco -- fun while it lasted, but an impractical long term way to groove.

The hype around Google’s new Nexus 7 tablet is mostly surrounding its threat to Amazon, and while there may be merit there, the striking first casualty is Barnes & Noble. With brick and mortar bookstores and physical reading of books declining in favor of e-readers, Barnes & Noble announced plans earlier this year to this one from Peter Svenson of the Huffington Post, I am convinced that the Nexus 7 will provide me a far better experience than my Nook or a continued relationship with Barnes & Noble would. Here are my top 3 reasons as follows: