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Archive for September, 2007

FutureNow Event

eMetrics Marketing Optimization Summit

September 17th, 2007

Date: October 14-17, 2007

Location: Washington, DC

About: If the Stockholm summit is out of the question, join some of today’s leading minds in online marketing and web analytics for this special event in DC.  With a great cast of speakers, you’ll…

Learn how to Optimize the Value of Your Online Marketing Meet the industry gurus Discover the basics at WAA Workshops Share stories with industry leaders, consultants, and peers Identify and realize the outcomes you want from this event See hands-on demonstrations of the latest…

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FutureNow Post
Monday, Sep. 17, 2007 at 1:05 pm

A Bruised Apple in the Age of Speed

September 17th, 2007

bruised appleHave you heard about Applegate? This past weekend there were interesting comments by Danny from Beyond Madison Avenue in regard to our coverage of Apple’s $100 refund policy. Apple’s loyal, early adopter customers who purchased the Apple iPhone in the first few weeks were up in arms. These customers always felt comfortable moving as fast as Apple demanded in adopting change. What happens when that momentum is disrupted?

I’m a Mac convert. Jeffrey and I even made the decision earlier this year to…

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FutureNow Article
Monday, Sep. 17, 2007

“You Ain’t All That!” — A Marketing Copy Autopsy, Part 2

September 17th, 2007

bullseye.jpgMy last piece began with jargon-filled marketing copy and ended with clear, customer-focused copy. The problem was that the “clear” copy lacked emotional punch. My promised solution was to compensate for that through stronger emotion. This article is where that happens.

Notice I said compensate; not “overcome” or “fix”. A powerful message with mediocre copy beats a weak message with world-class copy any day. But if nobody in your market has a powerful message, a par-for-the-industry message with stronger emotion can make…

...continue to read "“You Ain’t All That!” — A Marketing Copy Autopsy, Part 2"

FutureNow Post
Monday, Sep. 17, 2007 at 7:32 am

“Good, Fast and/or Cheap”? Refuse to Choose!

September 17th, 2007

John Quarto-vonTivadar tells me there’s an old adage among software developers: You can have it Fast, you can have it Good, or you can have it Cheap. Pick Two.

In short, you can’t have it all. Try to have it all and you set yourself up for failure and a dead project.

Funny how we come to accept this as a perfectly valid philosophy when it comes to our development projects — especially funny when the fortunes of our online businesses are at…

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FutureNow Post
Friday, Sep. 14, 2007 at 12:56 pm

Screencast: Hunting for Early Bird Persuasion, Part 1

September 14th, 2007

Hunters face many of the same challenges as marketers. Preparation is everything. Once you’re out in the field, you can’t just go in for the kill right away. You have to be patient or you’ll scare the deer. If you don’t have the right bait, the right technique, you can kiss your bass goodbye. Such are your customers online. Try to make them “Buy Now!” when they’re not ready, and they’ll scatter.

But that’s where the analogy ends. When marketers don’t…

...continue to read "Screencast: Hunting for Early Bird Persuasion, Part 1"

FutureNow Post
Friday, Sep. 14, 2007 at 10:32 am

Free Webinar Replay: 7 Ways to Boost Your Holiday Conversion Rate

September 14th, 2007
FutureNow Post
Thursday, Sep. 13, 2007 at 10:19 am

In Whose Hands are You Placing Your Advertising?

September 13th, 2007

Are they worrying about your results, or are they busy doing something else?

...continue to read "In Whose Hands are You Placing Your Advertising?"

FutureNow Post
Wednesday, Sep. 12, 2007 at 12:44 pm

Blog Buzz: Canada Blames Google Street View

September 12th, 2007
FutureNow Article
Wednesday, Sep. 12, 2007

“You Ain’t All That!” — A Marketing Copy Autopsy

September 12th, 2007

Unless you are a genius, it is best to aim at being intelligible” –Anthony Hope

jargon_free.jpgIf you don’t have much to say — or if you DO have something important to say but it’s the same thing everyone else is saying and you have no real way of differentiating yourself — the way out is NOT to obscure the message in jargon or ego-centric posturing. The way out is to clothe your message in emotion (please note that arrogance generally isn’t…

...continue to read "“You Ain’t All That!” — A Marketing Copy Autopsy"

FutureNow Post
Tuesday, Sep. 11, 2007 at 2:56 pm

Blog Buzz for September 11, 2007

September 11th, 2007

First up today, AdvertisingAge reports that MTV Networks will merge iFilm.com and SpikeTV.com to form Spike.com.

AdAge‘s Andrew Hampp has the story:

“We’re going to concentrate on it being its own men’s destination,” said Jon Slussser, senior VP of newly formed Spike Digital Media Entertainment Group, which is being launched in conjunction with the new site. “It needs to be an entity to exist where guys want to go to the site regardless of the channel.”

[...] Currently, SpikeTV.com and iFilm.com have been coexisting quietly…

...continue to read "Blog Buzz for September 11, 2007"

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