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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
Ideas and Innovations Newsletter

Privacy Regulation Update: The Doors Are Locking on User Data – Ideas + Innovations from 2040

Privacy Regulation Update: The Doors Are Locking on User Data Issue 62: June 30, 2022 We have frequently written about how the digital privacy and data environment outside of the US is being transformed as a result of international government efforts to enact policies and regulations that seek to protect its citizens and their privacy. The EU community is leading the way on these initiatives, and we caution all organizations to be aware and forewarned about the changes as they…

Kevin Novak
June 30, 2022
Ideas and Innovations Newsletter

Ideas + Innovations from 2040: Life Stage Marketing

Life Stage Marketing and Segmentation When managing a multigenerational workforce and understanding a customer audience, there are many theories and models that tap into different segmentations. Creating personas and groupings is helpful to understand, interact, engage, inspire, motivate and convert. The current debate is whether segmentation approaches and practices should be based on chronological age, geolocation, life events, values, attitudes, and lifestyles – or even one’s journey to self-actualization with a nod to Maslow’s Hierarchy of Needs. At 2040 we…

Kevin Novak
November 10, 2021
What is Behavioral Data?
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Data and Analytics Strategy · The Impact of Digital

What is Behavioral Data?

How can behavioral data help You? The evolution and growth of digital and technology has afforded organizations a great opportunity to record, collect and gain intelligence from what is called behavioral data. Behavioral data is the capture of interaction, click, engagement, movement through a website, actions taken via email marketing across the buyer journey, user movement through digital content and more. In short, it is data that is recorded and collected about the customer/prospect customer and how they move and the…

Kevin Novak
June 14, 2016
Conscious vs Subconscious Decision Making
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Data and Analytics Strategy · The Age of the Customer · The Impact of Digital

Conscious vs Subconscious Decision Making

We all believe we make conscious decisions every day. The power and influence of the subconscious is often overlooked and we often fail to see the impact it has. How many times have you made a decision in the moment? How many times have you simply made a decision based on “Gut” feel? Do you remember actually thinking and processing options and alternatives in that moment or before you “felt” the right decision to make? Do you remember thinking it…

Kevin Novak
June 13, 2016
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