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Micro-fragmentation in Online Consumption

Marketers are forced to explore smaller, more niche-focused online communities in order to empower passionate digital influencers to drive revenue and reduce costs. How should marketers stop being everything to everyone? We asked Andrew Davis "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Andrew Davis is Chief Strategy Officer and Co-Founder at Tippingpoint Labs. Andrew’s passion for developing high-quality content and focus on measuring quality of content generated helps shape Tippingpoint Labs strategies and those of its clients.

Andrew Davis

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"You can’t be everything to everyone!"

Andrew Davis' Marketing Prediction for 2010

Like a fractal, marketers are going to be forced to explore smaller, more niche-focused online communities in order to empower passionate digital influencers to drive revenue and reduce costs.

Andrew Davis' Marketing Action for 2010

Take time to really understand your market. Identify your digital influencers, the prosumers that participate in each community and the consumers they empower.

Over to you...

Get 2010 started on the right foot with a bit of inspiration and no-nonsense marketing straight-talk from 38 other B2B marketers, e-mail marketers and social media gurus. Click and download FREE eBook from Marketo and ClickDocuments 

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More Stories By Ambal Balakrishnan

Ambal has robust 17+ years experience working at and partnering with high-profile technology companies in both B2B and B2C marketplaces building scalable, reliable, high performance products (both hardware and software) for business with multi-billion dollar in annual revenue. She has done various roles that includes engineering, program management, business development, strategy and marketing for premium and fast growing product divisions at Cisco, Telecordia (prior name Bell Labs) and strategic marketing consulting firm ClickDocuments. At Cisco, she focused on world wide marketing and positioning of Cisco's Cloud & Data Center switching business. She brings both strong engineering & marketing skills with verticals experience from many different industries. Ambal received her Masters in Computer Science from Purdue University and an MBA in Marketing, Strategy and Entrepreneurship from Wharton University of Pennsylvania. Ambal is an avid reader and hiker. Her hiking pursuits have taken her to several mountains including Mt. Whitney at 14,500 feet (which she managed to climb in 1 day). Ambal lives in Austin, TX with her family of 3 boys (that includes her husband!) and a border-collie+lab mix dog named Rainbow.