Hawaii

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

Americans watch a lot of video. comScore reports "187.8 million Americans watched 46.6 billion online content videos in March, while the number of video ad views totaled 28.7 billion." Chances are, a lot of those marketing videos suck, says Jennifer Santoro, integrative marketing specialist and chief happiness officer for InVidz Smart Video Technology. From a safe distance in Hilo, Hawaii, the CHO of the video marketing platform provider tells Philadelphia-based Target Marketing magazine that many marketers who go to the effort of making a video have common ways of ensuring they "just don't work."

Facebook's latest "Lookalike Audiences" ad initiative is pretty self-explanatory. "Lookalike Audiences let advertisers find their existing audiences among people who are on Facebook. Advertisers can use the 'ads create' tool or Power Editor to create a Custom Audience," Facebook explained in a post announcing the initiative. With Lookalike Audiences, advertisers can tailor-make, and thus target, ads using email addresses, phone numbers, app user IDs and, of course, Facebook profile pages. "If you have a website or mobile app, you can use a Facebook pixel or the Facebook SDK to reach people who've visited your site

People who “like” a brand page are often called fans or subscribers. But why do they subscribe? And what main types of such people can you identify? … 1. Contest Participants: Online contests and drawings are common ways to get "likes" to a page quickly and, most of all, many of these people will remain your “fans.” Many companies increase their subscriber base this way very successfully. But the disadvantage is most of the proposals are not targeted to your desired audience. As a result, most of your fan base can never be interested in your products or services.

Throw out your guidebooks, un-bookmark Wikitravel, cancel your subscriptions to Condé Nast Traveler and Afar, because social search is here to save the day. People who search people are the luckiest people in the world ... or something like that.

I've seen some pretty weird tests in my time, but nothing as over-the-top strange as the one reported in the Annals of Improbable Research (Volume 6, Issue 4). Researchers wanted to test the delivery limits of the USPS. So they mailed a bunch of outlandish items to see what would happen.

Where’d John Doe go? That’s what many marketers will be asking when the U.S. Census Bureau releases the results of its 2010 census this summer. Be prepared to see some major demographic shifts, says demographic trends analyst Peter Francese, chief among them the absence of the “average American.”

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