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Overlooking The Obvious: It's All About Intent

There's a great BusinessInsider article about how Facebook has recently begun focusing heavily on retargeted ads. The crux of the story is this: The holy grail in advertising is knowing a user's "intent," because if you know what they intend to do, you can influence their behavior through advertising. Facebook has been working for years to discern "intent" via a complex formula that creates a social graph for each user, with big data mining algorithms that seek to divine what a user will be interested in based on that graph, so ads can be targeted in real-time to those users.

And instead, what's proving best at monetizing off "intent" is good, old-fashioned ad retargeting, which Facebook has recently started doing.

What struck me is that for the first time in years, a Facebook ad recently caught my eye. And it was a retargeted ad.

Marketing rookie mistake #1

On Linus Rylander

Doing stuff without understanding why.

A few months ago there was a post on a moderately popular marketing forum asking something about email marketing service providers, and AWeber specifically. There were questions on pricing and if there were some free alternative available.

The forum poster also asked what he should send to his list. What would he write in the emails?

Errrrghhhh. That's completely back-assward.

My point was this: If you don't know what you're gonna write, don't start building your list.

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