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audience development

Ideas and Innovations Newsletter

Smart Marketing Is a Mirror, Not a Megaphone

Smart Marketing Is a Mirror, Not a Megaphone Issue 225, August 14, 2025 Too many marketers are holding onto the past, mistaking marketing for broadcasting. They default to the megaphone—amplifying messages, shouting out value props, and pushing campaigns into the world with the hope that someone, somewhere, will care. Too often, this is what digital marketing feels like: We cover our eyes, hit send and hope it works. One message for all (the buckshot model) is antiquated. Just like broadcast…

Kevin Novak
August 14, 2025
Improving Your Value and Relationship with Healthcare Professionals and Practitioners (HCPs)
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Matching the Needs of HCPs · The Impact of Digital

Improving Your Value and Relationship with Healthcare Professionals and Practitioners (HCPs)

Changing Medical Education, Information and Content Delivery Models Medical societies, associations and publishers have the opportunity to improve the value and relationship with healthcare professionals and practitioners (HCPs) by changing their education, information and content delivery models to more directly match the changed HCP consumption behaviors. Digital tools and platforms and the data they collect afford expanded and new opportunities to identify educational trends, information consumption and corresponding digital behaviors along with understanding of knowledge gaps across all types of…

Kevin Novak
March 3, 2019
Audience Engagement Tactics
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The Impact of Digital

Audience Engagement Tactics

In my last post I wrote about Audience Development (AD) and Audience Engagement (AE). In that post I offered Audience engagement and measurement strategies and described how to create engagement and build relationships with your customers, your members, your subscribers and your constituencies. If you missed the post check it out here. Your customers (subscribers, members and constituencies) are fragmenting the marketplace as they have changed their preferences for engagement and service from companies and brands. They seek out companies and…

Kevin Novak
November 18, 2015
Demystifying Analytics for Editors and Publishers: Headlines and Words
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Editors and Publishers · The Impact of Digital

Demystifying Analytics for Editors and Publishers: Headlines and Words

Part 3 in a 3 Part Series In the last post of this 3-blog post series on Demystifying Analytics, I am going to cover how you can use analytics to measure the past performance and predict the future performance and related behaviors of your headlines. This form of insight goes beyond simple A/B testing of headlines and word choices and gives you historical and future information to aid your choices and decision-making. Have you struggled as an editor with word…

Kevin Novak
June 2, 2015
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