The barriers to entry to publishing a book, or distributing music or any other creative endeavor used to be so high that artists had to spend much of their time trying to get in front of those decision makers. Â Now the internet has placed all the tools of distribution and marketing into the hands of […]
The Two Sides Of Online Marketing
There is the storytelling side of online marketing and the data-driven side of online marketing. Just because its measurable doesn’t make it better. Storytelling entails all the visual, front-end stuff like email, facebook posts, tweets, custom designed landing pages, commercials, catalogs, sliding images on the home page, etc. There is some analysis of data to […]
What Happens When Conversion Rate Is So Low It Doesn’t Matter?
Of course conversion rate will always matter but what happens when your site’s conversion rate is consistently below 1% or .5%? It won’t be long before conversion rates less than 1% are the new normal. There are two forces at work here: 1. Increased comÂpeÂtiÂtion as peoÂple spend more time shopÂping online—more shopÂping equals more […]
Not All Impressions Are Created Equal
The bigger the reach the smaller the individual impact. The higher the frequency the more is wasted. The more people the message is designed for the more generic and uninteresting the message needs to be (the compromises necessary to make something appeal to everyone mean that it will almost certainly not appeal perfectly to anyone). […]
No Better Time For Starting Something New
Social Media is a one to one medium that gives brands a unique opportunity to be very customer focused. Not only is individual connection what the web is built for, individual connection is what we as humans most desire. But many brands still only see online advertising through the lense of scale – using Facebook […]
How To Choose The Right Vendor, Agency or Consultant
I think the rule of thumb for choosing a vendor, agency or consultant, is whether or not they will leave you off better than when they found you. And this is not just in terms of increased sales or other KPIs. As they increase sales are they also increasing the competency of your organization so […]
In Defense Of Being Tracked Online
Are you ultimately responsible for your purchase decisions? In other words, are you powerless to resist the most hyper-targeted and relevant sales pitch? Hopefully the answer is of course not – if you don’t want to buy something, no advertising, no matter how well designed can convince you otherwise. That frame of mind is important […]
Visualize SEO Potential
One way to do this is to export your top 20 organic keywords sorted by visits from Google Analytics. Then take that list and copy it into the AdWords Keyword Tool to see what the local search volume is for each of those keywords. Then you can easily find the percent of the Local Monthly […]
Algorithm Fatigue
An algorithm is a set of instructions and multivariate calculations that learn and adapt over time. The premise for using algorithms for digital advertising are enticing because an algorithm can take in bigger data sets than any person could analyze on their own and make smart decisions based on the instructions it is given. An […]
Product Adoption Curve Marketing
Most marketing campaigns are tailored to the Innovators and Early Adopters and then prematurely abandoned. I’ve been thinking about what a long term marketing plan would look like if it were based on the diffusion of innovation bell curve. Below is a marketing plan to build a sustained campaign that meets consumers at their level […]