Wicked Bionic: Cross-cultural Marketing and Advertising

Pierce Sergenian LLP Launches in Los Angeles

Congratulations to our clients – Pierce Sergenian LLP

Former Quinn Emanuel Litigators Reunite to Launch Pierce Sergenian LLP in Los Angeles; Intend to Create Next Generation Litigation Force for Digital Age

(Los Angeles) January 3, 2017 – Former Quinn Emanuel litigators John Pierce and David Sergenian today announce the formation of business litigation law firm Pierce Sergenian LLP, with its initial office in Los Angeles, California. Pierce was with Quinn Emanuel from 2006 to 2014, making partner at the end of 2009. He went on to be a partner at Latham & Watkins before being recruited at age 43 to serve as co-Global Practice Area Leader for Litigation and Dispute Resolution at K&L Gates. He and the firm will continue to serve as outside General Counsel for the SGVC family of technology venture capital funds. Sergenian was with Quinn Emanuel from 2006 to 2013 and has since been with the litigation group at Glaser Weil. The firm launches with three associates, Allen Ho from the NYU School of Law, and Cody DeCamp and Stacey Villagomez from the USC Gould School of Law.

The firm, which will represent clients in the full range of complex business litigation focusing on high-stakes courtroom trial work and arbitrations, is built from the ground up to account for the organizational and personnel traits called for by the fundamental disruptions of the digital age. “The world has changed,” said Managing Partner John Pierce. “We are creating a law firm that accounts for that from day one. We emphasize speed, collaboration and resilience over committees, information silos and 5-point plans. Each of our lawyers are hand-picked to possess the key traits for successful trial lawyers in today’s day and age: teamwork, tenacity, rapid decision-making ability, and a nuanced understanding of the global competitive environment.”

As one early example of innovation, the firm is moving decisively away from internal e-mail toward more collaborative, social, open-source communication tools like Yammer and Slack. “Internal e-mail is akin to spam. It is a terrible drain on lawyer productivity and often serves as a weapon for organizational infighting, something we don’t engage in. We anticipate we can easily increase real productivity by 40-50% with this one small change, allowing us simultaneously to achieve incredible results for clients in far fewer billable hours while increasing compensation for highly productive lawyers,” said Pierce. “In short, we intend nothing less than to unleash the productive power of up-and-coming litigators throughout the United States and the world by creating the perfect platform for them to exploit the full potential of their talents. We are also going to make the practice of law open, collaborative, vibrant and fun.” In addition to this and other radical organizational innovations, the firm will aggressively seek success fee arrangements and contingency cases, the proceeds of which will be shared by all lawyers.

Founding partners Pierce and Sergenian emphasized their gratitude for what they learned from Quinn Emanuel Founder and Managing Partner John Quinn and his partners. “John Quinn is the modern-day pioneer in cutting-edge complex commercial litigation practice at the elite level. We cannot overstate the debt we owe him and the other partners at Quinn Emanuel for how much we learned while at the firm,” Pierce said. “At the heart of all our innovations is something learned at Quinn Emanuel because of the visionary nature of John Quinn, the way he saw the future, and how he and our other former colleagues there made history and forever changed the nature of elite litigation practice. Their extraordinary success is no accident and we know it will continue. If we can follow in their footsteps and gain some degree of their success, we will be thrilled, and we hope they will consider our work to be a part of their legacy in the marketplace.”

Pierce and Sergenian also expressed warm and sincere appreciation to the partners of the other top-tier firms at which they practiced, and with litigation groups they hope to emulate in some ways, Latham & Watkins; Glaser Weil; and Gradstein, Luskin & Van Dalsem.

Pierce also praised K&L Gates and wished the firm future success. “K&L Gates is without question one of the very solid and respected broadly-focused firms in the second half of the AmLaw 100. I continue to admire the firm very much, and Peter Kalis deserves tremendous credit for getting it to that point before deciding to step down. I wish the firm nothing but the best and sincerely hope and expect it will be able to successfully navigate today’s storm-tossed global economic environment.”

In addition, Pierce noted the tremendous respect he has for so many of the AmLaw 100 firms and leaders. “There are many great law firms in America, and I have been privileged to get to know many of their partners and several of their leaders very well over the past few years. A few truly great ones along with John Quinn that come to mind right away are Ora Fisher at Latham & Watkins, Ken Doran at Gibson Dunn, Brad Butwin at O’Melveny and Myers and Andy Levander at Dechert. There is no doubt I will be looking to them and their counterparts at other terrific firms for some mentoring and advice when litigators from around the world swell our ranks and Pierce Sergenian LLP starts to grow,” said Pierce. “We have been delighted to already see a lot of interest from lateral partners and associates, both individuals and groups, even before we have launched.” Pierce explained, “To a person, they have all been instantly drawn to the idea of getting on the perfect platform to practice complex global litigation in the digital age and being rewarded for it under such a merit-based compensation system. What we are seeing is a kind of self-selecting effect that we hope will bring together on one platform all such like-minded litigators wherever they may be. We’re going to keep overhead very low and profits very high.”

Pierce Sergenian LLP will have a lean management structure with little vertical hierarchy. The firm will also have an intensively unified culture of teamwork, transparency, information-sharing and “empowered execution” throughout the organization down to the lawyers operating on the front lines of litigation. In addition to the work of John Quinn and Quinn Emanuel, the firm cited as inspiration the developmental and philosophical underpinnings of its organizational and cultural traits to the seminal work Team of Teams by retired Army General Stanley A. McChrystal, who commanded the U.S. Joint Special Operations Command (JSOC) in the mid-2000’s.

Pierce, who served in the Army’s 1st Cavalry Division during the mid-1990’s as an M1A1 tank platoon leader and attended the Army’s Airborne School, praised McChrystal’s ground-breaking work. “General McChrystal saw the way the world changed. He conceived and implemented radical organizational changes while in a crucial phase of the ongoing Global War on Terror because he had no choice. His mission required his JSOC warfighters to win, and winning in this new hyper-complex age of loosely connected organizational networks and overwhelming amounts of data required rapid and radical innovation. Modern global complex litigation is very analogous in numerous ways, and since law firms have no choice but to win for clients, the time for them to change is now. Like the Army Rangers, Pierce Sergenian will ‘Lead the Way.’”

The firm also cited the work No Ordinary Disruption by McKinsey Global Institute Directors Richard Dobbs, James Manyika and Jonathan Woetzel. “We are still in the very early phases of a once-in-a-millennium fundamental change in global economic and societal systems. The change isn’t going to slow down; it’s going to accelerate. It’s not time to catch your breath on true innovation; it’s time to double down. This will allow the legal industry to catch up to others in terms of productivity,” said Pierce.

The firm will also have a unique compensation system. All of its lawyers, from the most junior associate to the most senior partner, will be rewarded the way equity partners are in most firms —based on productivity as measured by business origination, revenues collected on billable hour matters, and contributions to the success of contingency and alternative fee matters. Under this system, the firm expects associate compensation to exceed that of top-tier lockstep firms such as Cravath or Wachtell.

“This is going to be a very special law firm. We are going to work extremely hard, go after the most interesting litigations while achieving extraordinary results for clients, and have an unbelievable amount of fun doing it,” said Pierce. As a nod to his Quinn Emanuel DNA, Pierce noted that “the almost mandatory dress code will consist of the familiar jeans and flip-flops, or ‘slides,’ as I think the Millennials call them these days. Desert combat boots are also permitted. We are focused on results, not suits and ties.” In addition, the firm is already planning its first wilderness outing. “While we won’t attempt to match the exotic locales of the famous one-of-a-kind firm hikes our friends at Quinn Emanuel enjoy and we personally will never forget, we have our own unique twist on extremely challenging wilderness outings in the works. It won’t disappoint,” Pierce promised.

You Just Never Know

In 2015 I went to see a psychic. My mother had gone to Jamie a number of times years ago and this woman became sort of a ‘life psychic’ to her – few were saying ‘life coach’ back then but I guess that’s what their relationship was like. My mom was very earth-based but she was also a seeker that wanted to understand and untangle her life and was open to anything. We are the same.

After a big chunk of grief subsided as a result of my mom’s death in 2010 I went through a period of just wanting to be near anyone that had known her. I know this is very common – looking for a way to connect with a loved one and fill a gap. It’s comforting. So I sought out Jamie and booked a time to see her – simply because she knew my mom and they had a special relationship.

You’re going to write a book….

I went to the appointment on a Saturday afternoon and sat down on her sofa. The first thing Jamie said was “You’re going to write a book”. Well you know what my mind did? Snapped shut like a steel door. I replied that I wasn’t a writer and didn’t have a book in my head. She said she had been writing a book for years. I thought, “So that’s it – it’s her book writing she’s projecting onto me”. I like writing but I have had absolutely zero interest nor have I ever dreamed of writing a book. I wasn’t going to be rude and tell Jamie this so I just nodded and let it go, figuring her psychic skills were just off that day. We went on to have a really lovely conversation about my mom and, though she rightly never revealed the content of their sessions (and I would never ask), it made me feel close to my mom in the way that I needed. That’s all I was looking for – a connection. I left feeling good – along with a piece of paper that Jamie had jotted notes on – the first note being that I was going to write a book. Super annoying. Crossed that off.

I never picked up that piece of paper again and couldn’t find it now if I wanted to. But wouldn’t you know that at the end of that year a few of us were talking and came up with an idea for a book. Well to anyone that knows, an idea for a book is far from a book. Lots of great ideas do not create a book. We left it alone for a few months until one day I realized how much I enjoyed talking and discussing things with my business partner Carlos. Out of our conversations came the idea to write a book about topics we thought were interesting and make them conversational – easily understandable and short to read. So we started. By September of this year we published our book on Amazon. When we got the final proof copy of the book it hit me that I was told I was going to write a book. Of course you know that I had completely forgotten about Jamie’s off-base prediction. I smiled – a big smile.

Flexible thinking...

In the last 3 years life has been about so many things that I never thought it would be. I have stepped so far out of my comfort zone in so many ways and, though I don’t always like it, I’m getting comfortable with not being comfortable. If you know what I mean. Constantly having to toss out old ideas and old absolutes because they are no longer useful. In every way I have had to learn to be flexible in my thinking. I did not want to write a book, could have cared less about writing a book but I wrote a book. Even though I never envisioned writing a book I did it and published it and people have bought it. How great is that? No one is more surprised than me. Jamie was right, I was wrong and I learned yet again that simply because I can’t see it doesn’t mean I can’t do it or something unexpected and cool can’t happen. Another great life lesson – the life of a newly minted “flexible thinker”.

Did I tell you I wrote a book 🙂 Influence Over Coffee by Carlos Sapene and Dana C. Arnett

Check it out on Amazon: http://amzn.to/2f7btJZ

Getting ready for the next SEOgeddon

SEOGEDDON IS COMING JANUARY 2017

By now, most small businesses are aware of the effects of “Mobilegeddon” given it’s severe and negative effects on their search positioning and subsequent traffic to their websites. After it happened, we helped several new clients address drops as large as 80% due to the effects of this change. Some of them never heard about it before and some of them dismissed it. At the end of the day, you can choose to hide under a rock but that will not stop the changes that engines like Google will make in what they think are initiatives that will make the web more attractive and useful to consumers.

We are now at the advent of another such change. January 2017, Google will be implementing a change that will once again “devalue” sites based on a condition. This time around is security and it will definitely have an effect that will be broader than the previous mobilegeddon. When mobilegeddon happened, a lot businesses had already identified the mobile opportunity and optimized their sites to adapt or respond to mobile devices. This time around, it’s not so clear-cut. While a lot of websites may use SSL and deliver their content through https; they usually restrict that to their e-commerce and registration pages and not their entire website. With this change, it will be essential to deliver everything through a secure connection. The argument is that it is “possible” to implement these changes for “free”. This is not necessarily accurate, while it is possible for someone that knows how to implement their own SSL to do so for “free”, it is not a straightforward process and the implications of a failed implementation may be severe to both the security of the site and the data it secures therefore rendering both the site and data liable to privacy and security issues and the FTC.

As data and especially private data becomes more relevant and secure, the regulations will continue to increase and so will the oversight from government agencies like the FTC (Federal Trade Commission). It then becomes absolutely relevant to work with someone knowledgeable in implementing security on your website at any level. Whether with us or with someone else, make sure to “hire what you don’t know”. We already know we will be addressing this issue for people going forward in 2017 but for now, we need to make sure our existing clients are aware and have a chance to implement these changes in time.

Get a sense of the implications of this issue at this link:

https://security.googleblog.com/2016/09/moving-towards-more-secure-web.html

‘Influence Over Coffee’ Book

From the Forward to:

INFLUENCE OVER COFFEE – How to Gain It or Use It in Social Media

In our first book in the Over Coffee series, we wanted to explore the topic of ‘influencers’ and their impact on marketing and content strategy. Carlos and I (with our Venti cups of caffeine) sat down to assess the use of influence in traditional marketing and it’s evolution into the digital space. We wanted to examine the countless ways brands can use influencers to help their product and how making the wrong influencer selection can harm the overall message. We also wanted to define what makes an influencer and understand how and why influencers have influence.

From the people who think they can instantaneously become an influencer to the people who stumbled upon influencing millions by being themselves, we discuss the importance of authenticity in today’s culture and how to find your passion.

Grab a cup of coffee, sit down and let’s begin the conversation.

– Dana

To purchase a copy of our new book released September 8, 2016, go to Amazon.

Wicked Bionic Wins 2016 Outstanding Achievement for BKF Properties Website

On Tuesday, July 19, 2016, Wicked Bionic was awarded Outstanding Achievement for excellence in the design, development and implementation of the BKF Properties website. (BKFProperties.com).

The honor, granted by the Interactive Media Awards, recognizes that the project met and surpassed the standards of excellence that comprise the web’s most professional work. The judging consisted of various criteria, including design, usability, innovation in technical features, standards compliance and content. In order to win this award level, the site had to meet strict guidelines in each area – an achievement only a fraction of sites in the IMA competition earn each year.

To view the online award(s) for this site, please visit: InteractiveMediaAwards/winner

About the Interactive Media Awards
The Interactive Media Awards recognize the highest standards of excellence in website design and development and honor individuals and organizations for their outstanding achievement. Sponsored by the Interactive Media Council, Inc., a nonprofit organization of leading web designers, developers, programmers, advertisers and other web-related professionals, the competition seeks to elevate the standards of excellence on the Internet. For more information visit http://www.interactivemediaawards.com.

New TV, OTT and the Trends of Future Content Consumption

New TV is here, and traditional TV is scrambling to understand it. We all know content is king and it will continue to be king. What’s no longer king is the distribution medium that carries the content. This is why the rise of over the top or OTT is so necessary right now. It’s the next wave in media consumption and distribution and quite possibly the greatest threat ever to the cable model. There’s no longer a need for a cable operator to carry or distribute your channel. I’d like to detail what’s happening in the market at a top level and the basics of OTT to state the point that we’re at the advent of a completely new model of entertainment that, in my opinion, will rock the industry at it’s core.

8 things to consider when trying to understand the importance of OTT

OTT or Over-the-top is primarily the term used to identify programs, apps or networks that are launched through platforms like iphone, ipad, android, AppleTV, Roku, Amazon Fire and even on-deck on Smart TV’s. Initially, successful placement on these platforms required intricate deals with companies like Apple and Samsung which over time had stymied it’s growth. However, while it’s still not necessarily turn-key to launch a network on these platforms; it is now much easier to do so.
Content, as King, can build you a Kingdom of your own. If you’re a content producer, you may want to consider building an OTT to house your content long-term. There’s several monetization models, starting with subscription and ad supported. Within these models, there’s now an opportunity to increase your own ROI. Instead of drawing eyeballs to someone else’s platform and helping them grow THEIR overall ROI, now with OTT, you can build your own platform and monetize for yourself.
There’s Video on Demand (VOD), Live Linear TV (IPTV) and Live Broadcast. All three are relevant but you don’t need all three to have an effective OTT strategy. Where older generations grew up watching TV with their parents on the family sofa, Millenials and the new Founders generations are what I like to call the pass-back generations because they grew up with a parent passing back an iPad to watch TV shows while on the go. The newer generations watch TV yes; but they watch it on any device, whenever they want to. No matter what anyone in traditional TV says; the truth is that these generations are not your cable viewer. Increasingly, they care less and less about your brand and more and more about binging on great content.
The threat to TV is not only from small content producers; it’s from the big ones. Increasingly, content producers are realizing that they’re able to rely less and less on larger distributors to create great content. As audiences have eroded from large, expensive cable nets, so have the budgets to produce shows. This is a trend that will continue until a change has happened across the entire marketplace. With cable losing subscribers to thin bundles and cord-cutters and while they may claim a “healthy” growth in subscribers, they’re masking huge revenue losses. I recently read that ESPN in particular is losing over $10MM in subscriber revenue.
Brands are getting smarter much quicker than traditional distributors. I work to create OTT distribution for some of our content producer clients and find that brands are actively in-market for OTT. It’s no longer only early adopters/innovators like Red Bull which has a robust content platform and an in-tune marketing machine. It’s brands like Dove and P&G that are out there connecting with content producers to build native, themed networks. As those joint ventures succeed, we’ll see more advertising dollars displace from traditional distribution to this new content model.
Less than ten years ago cable networks were averaging a viewer age of 30+, now they’re averaging 40+. In my projections, within five years they’ll be averaging a viewer aged 50+ which effectively puts them outside the coveted 24-49 prime advertising range. Alternatively digital is bringing in the prime-time Millenial viewer who can be properly measured, easily scaled and effectively targeted. With digital, we learn about the viewer, not only from a Nielsen box and their TV viewing activity but from their combined behavior online and can monetize this activity effectively by ensuring an advertiser is reaching the right audience for their brand. This reduces spending while increasing ROI by combining first, second and third party data. As platforms continue to evolve, with dynamic ad insertion for VOD already in-market and for live feeds about to hit, the capabilities and attractiveness of digital will far outweigh linear in the not too distant future.
Live Broadcast, if it’s not part of your strategy, should be. It’s not about Periscope, it’s about what Periscope/Meerkat started. It’s like when reality TV came around, everyone started producing mostly reality, over time, it just became one of the many categories of production. Live broadcast is unique in that it actually opens the door to interactivity like never before. It also opens the door to exciting opportunities like citizen journalism. As content producers evolve their interaction models, Live can help fill the seven day gap.
Appointment Viewing is not dead BUT it will become diluted as a primary target. With VOD and Live Broadcast what we’ve been able to realize is that commodity outweighs excitement. People are more interested in viewing what they want when they want it than in waiting for something to watch it on time and date scheduled. With OTT, the models of distribution, content lengths and linear will evolve out of their current formulaic strategy. For example, it’ll become easier to fill the seven day gap by leveraging techniques like live broadcast to cut-in throughout the day with relevant content just one phone alert away.

The future is bright and a window of opportunity has been presented to revolutionize the hegemony of media. With fearless content producers and ambitious, smart and witty media companies we’ll have many more choices. While cable still resists un-bundling, OTT will allow us to select, pay for and support the content we actually want to watch. Lastly, the people will be the ones to reward excellence in media, producers will have a chance to get their great ideas out there in a whole new way to be and OTT will have provided us the opportunity to diversify and evolve media consumption habits.

Every day isn’t a day that I want to be inspired

I certainly don’t FEEL inspired every single day and all of those quotes every one of us sees across social media can be REALLY annoying when I’m not looking for a boost. When my 85% of the time positive attitude is experiencing my 15%, I don’t want to be reminded to accept all that is, refuse to accept less, find bravery in the darkness, seek the light, let go, hold on, believe in myself, don’t believe but trust, go with the flow, swim upstream and fight, climb the mountain, don’t push the rock up the hill. This makes me want to throw my phone, computer and tablet at that hill.

Spiritual direction when I am grouchy bugs the crap out of me.

Except then there’s the day when I wake up and it’s flipped. I want to tune in not tune out, turn on, find inspiration, motivate others and connect with all of it. What changed?

Oh right, me and my attitude.

In that vein, and to annoy today’s 15%’ers, my TOP 5 favorite messages that came over social this week:

Turn fear into fuel
To hell with circumstances; create opportunities.
You are who you are because of where you were when.
Our assumptions are windows on the world. We better keep them clear so we can see what’s outside.
A person is mature when that person travels with money without spending it; works without supervision, and suffered an injustice without the need to get even.

If you don’t feel like ‘living in the light’ today, I’m sorry if this irks you – I completely understand. Read it again when you get back to normal.

You can teach a man to fish – but can you teach them where the fish are?

YOU CAN TEACH A MAN TO FISH – BUT CAN YOU TEACH THEM WHERE THE FISH ARE? HOW TO REACH THEM? HOW TO MAKE SURE THEY’RE THE RIGHT FISH FOR THEM? HOW TO CATCH THEM AT THE RIGHT TIME? ARE YOU REACHING THE RIGHT CUSTOMERS FOR YOUR BRAND OR ARE YOU FISHING IN AN OCEAN OF PROSPECTS?

HERE ARE A FEW THINGS TO DO TO ENSURE YOU’RE GETTING THE ROI ON YOUR DIGITAL MARKETING INVESTMENT:

DETERMINE YOUR AUDIENCE: Know where they are and what they’re interested in. On many occasions we see marketing plans that divest your investment onto multiple social networks and websites to get you the reach that will in theory deliver a percentage yield of customers. It’s like fishing in an ocean with a single line and bait. Instead focus on understanding why a user chooses to engage with content and craft a campaign that responds to their needs; not yours.
COLLECTING DATA IS COOL; USING IT IS ESSENTIAL: We often find that our clients fail to take advantage of their own first party data. They collect it for reporting purposes only and don’t capitalize on their traffic driving investments. There are many tools; some inexpensive or even free ones that help you collect data. This data has many uses, from understanding your consumer to the strategy behind reaching them when they’re not on your site.
BIG DATA SOUNDS SCARY; BUT A COMPETITOR USING IT BEFORE YOU IS SCARIER: Data is out there, and it’s up to you to use it to your advantage. Whether it’s third party data (data which has been collected by others), Second Party (from partners in the industry) or First Party Data. Augmenting your campaigns with knowledge of your consumer can help you reach them with the right message. A word of warning though not to go completely the other way and use only data driven campaigns. There’s a balance to everything and data is just one of the tools in the toolbox.
CREATE CONTENT THAT PROVIDES VALUE: The days of using interruptive ads have come to an end. With the advent of ad blockers accelerating the demise. Battling ad blockers seems inefficient, as it doesn’t address the reason why they appeared in the first place. Focus instead on creating content that provides value and that gives the user something in exchange for their attention. Make it a win-win instead of an in-your-face.
SPLIT YOUR MARKETING EFFORTS INTO AN 80%/20%: Where 80% of your content is value content, that helps drive a perception of your brand or create a brand association instead of just peddling your brand. Then introduce 20% brand marketing throughout the stream to capitalize on the value interest you’ve generated.
UNDERSTAND THE NETWORK OR MEDIA YOU’RE USING: A single campaign across two social networks is the same as trying to sell Hamburgers at a Chinese restaurant. People access social networks for different reasons. Facebook is more interpersonal and voyeuristic, Twitter is journalistic and newsy, Instagram is individualistic, SnapChat is storytelling and so onto Periscope et al. Not every social network is going to work for your brand and not every social network is going to be needed to reach your audience. Millenials use up to three social networks on average.
LOOK AT YOUR BRAND FROM OUTSIDE THE BUILDING: We tend to love what we do but when it comes to marketing, that love is a double-edged sword. Getting too close to your brand can lead to assumption on what people know or should know about your brand and positioning. Make sure to take time to investigate and understand how your customers perceive your brand so you can speak to them in their language and from their perspective.

Your presence on the web and on mobile devices should be an integral part of your strategy. Understanding your audience and building data rich campaigns targeted through an audience-first approach is pivotal. Having a website is not all it takes to be successful in the digital age. We’ve come a long way from that so ensuring the longevity of your business includes a key digital strategy.

Keep and Grow Your Audience

5 Easy Digital Marketing Tactics

Any investment in digital marketing is boosted by using these methods to ensure that your existing audience is maximized to drive new consumers to your website.

1. PIXELING: Remarketing pixels let you track visitors to your website. Pixels are small snippets of code embedded into your site that will allow you to market to those visitors when they go to other sites and on social media.

2. EMAIL LISTS: Your email lists are not only beneficial for email marketing. You can ingest those lists into your advertising platform to market to the owners of those email addresses while they are scouring the web and social media.

3. LOOKALIKE LISTS: People who have the same interests as those who visit your website are 38% more probable to convert than randomly trying to find new people. Most marketing tools allow you to create lists of people that look similar to your customers. You can then market to them.

4. MAPPING YOUR CUSTOMERS: Make the most of your customer list. Tools like BatchGeo help you create a map that shows you the areas where your customers are located. That map can then be used to create a marketing fence around those areas to specifically target people from the same areas as your current customer base.

5. BUILD AUDIENCE SEGMENTS: Segment your audience into groups based on characteristics like personal interests, demos and locations, then craft content that delivers your message to those specific audiences. You’re catering to what they already care about and customized messaging can derive high dividends.

A little bit of homework can go a long way in the age of Big Data. Utilizing the information you already have available and capitalizing on it to grow your business is a smart and useful strategy.

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http://wickedbionic.com