Social media advertising is getting harder; Monday’s daily brief - Search Engine Land

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Good morning, Marketers, and have you heard of the Nugget couch?

If you’re a parent of young kids or know one, you might have. It’s essentially sets of ridiculously expensive foldable and different-shaped cushions that you can build into all kinds of forts and couches and play areas. Not only can you make it a rocket ship and a reading area and a tent, but it’s easy to move around your house, kids’ room or playroom.

My spouse told me that initially, marketing for the Nugget was targeted toward college students, and I can totally see it. Residence halls have minimal space and a fold-up couch that can be used for lounging, studying or watching movies should do well, right? But the price point likely wasn’t a match for that particular target audience. Plus, “the college market was too limiting—most sales happen in a single month of the year,” said Laura Baverman for WRAL TechWire. They definitely got their younger target market right because they are regularly sold out or have long order times.

Sometimes we leave the market research to the branding folks, but this example really highlights how getting it right can affect ALL areas of marketing — and how the research we do in SEO and PPC can contribute to that overall positioning....

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