My Highly Targeted Saga

Monday, September 1, 2008

For more info on my "Highly Targeted" adventures, check out the 3 posts below.

Cutting Consumers in on the Action -- outlines my thesis

Sharing The Wealth: The Key To Highly Targeted Marketing -- describes my experiment

Highly Targeted = Highy Compensated? -- recaps the results and key insights

Additional posts relevant to this topic can be found under the Behavioral Targeting label.

Update 2/20/09: Don't Police Privacy, Just Pay People! -- breaks down the financials of this proposition

About Me

Aaron Goldman is CMO at Kenshoo and author of Everything I Know about Marketing I Learned from Google.

You can read my full bio on the About the Author page of my Google book website. Or, for my whole life's story, check out my in-progress Tweet-o-biography.

Here's the quick and dirty: I've been in the digital marketing and media space for over ten years, which is like sixty dog years in traditional media. I've served time on the agency, media, and technology side of the table, working with marketers ranging from global Fortune 500 brands to local start-ups.

Over the years I've run the gamut of digital marketing -- display, search, video, email, co-reg, affiliate, sponsorships, etc. Through it all, the one thing I've learned is that the only constant in this space is change. And the key to winning is not only knowing which way the wind is blowing but when the tide has reached its peak.

About This Blog

Welcome to the official Aaron Goldman blog -- sorry, gotta talk about myself in 3rd person for SEO purposes.

Somehow having 15 blogs and contributing to 3 others wasn't enough. Maybe it's the Type-F in me. So I decided to create one more.

Why? Well, despite having plenty of online real-estate to share my POV, I found myself without a forum to comment on general trends in digital marketing and media. All of the other blogs I post on are specific to a niche in the marketplace -- search, URLs, etc.

On this blog, I'll opine on the sea change being brought about by the shift in media from analog to digital, push to pull, broadcast to narrowcast, one-way to two-way, etc. And I'll touch on all the various marketing opportunities that are coming to bear in pursuit of the blue oceans ahead.

Note: I've recently begun using images to poignantly punctuate my posts. Wherever possible, I provide attribution for images that are not my own. If I've used one of your images and you feel that I'm infringing on your copyright, please contact me and I'll remove it promptly.

Update: effective September 3, 2010, this blog is no longer active. Please see this post for more information and join the conversation at the Googley Lessons blog.

Digital Sea Change

Monday, September 1, 2008