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Archive for October, 2007

FutureNow Post
Wednesday, Oct. 31, 2007 at 4:30 pm

Toys ‘R’ Us Scares Away Customers, Giraffes

October 31st, 2007
FutureNow Post
Wednesday, Oct. 31, 2007 at 11:46 am

Warren Miller Loses His Edge Online

October 31st, 2007

not quite as safe as emailWhat if you had a business where you had a loyal and engaged community of fans, where people were dying to say good things about your brand, but you decided it wasn’t so important to cash in. How would this strategy work for your business? (Let me know how that works out for you.)

If you’re an avid skier who lives in North America, like me, you’ve probably seen a Warren Miller film. He was one of the first to harness ski…

...continue to read "Warren Miller Loses His Edge Online"

FutureNow Article
Wednesday, Oct. 31, 2007

Dell Loses its Marketing Scents

October 31st, 2007

What if you knew exactly what visitors were looking for when they came to your site. Say they’ve even told you the exact model they’re looking for. All they want is to get some details about this product and possibly make a purchase.

Pay-Per-Click (PPC) ads allow you to know the directions visitors are heading, and can help you plan and optimize the experience in order to guide them along their buying process. PPC gives you a great advantage by allowing…

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FutureNow Post
Tuesday, Oct. 30, 2007 at 4:01 pm

“Do Consumers Care About Online Privacy?”

October 30th, 2007

One might think that’s an obvious “yes,” but not necessarily, according to Advertising Age. In fact, there’s a good deal of confusion as to what online privacy actually means.

“Consumers fundamentally misunderstand the rules of the marketplace,” said Chris Hoofnagle, senior staff attorney at the Samuelson Clinic at UC-Berkley’s Boalt School of Law, addressing a perceived apathy toward the subject. He cites studies in which up to 75% of consumers think as long as a site has a privacy policy it…

...continue to read "“Do Consumers Care About Online Privacy?”"

FutureNow Post
Tuesday, Oct. 30, 2007 at 3:28 pm

How to Make a Billion Dollars in Your Underwear

October 30th, 2007

plentyoffish.comA few months ago, we blogged about Markus Frind, a lone entrepreneur and founder of the popular dating site PlentyOfFish.com. On a panel interview with Guy Kawasaki (watch it here if you’ve got 30 minutes), Markus claimed that he was his only employee, and that he basically spends a couple hours each day maintaining the site — that’s it — in his underwear.

Fast forward to yesterday, when Read/Write Web‘s Richard MacManus caught up with the entrepreneur, who’d just hired his first…

...continue to read "How to Make a Billion Dollars in Your Underwear"

FutureNow Article
Tuesday, Oct. 30, 2007

Unlocking Key Performance Indicators: Order Acquisition Ratio

October 30th, 2007

And a side of revenue, please...Now that we’ve taken a look at Take Rate and Bounce Rate, it’s time to look at another very important metric: Order Acquisition Ratio. Simply put, this performance indicator is used to measure the effectiveness of your marketing.You’ll need three numbers to calculate your order acquisition ratio:

1.) Visits to your site

2.) Number of orders placed

3.) Total marketing expenditures (which can include fixed costs associated with maintaining the site, but let’s focus primarily on marketing expenses)*

With these variables in mind, we will…

...continue to read "Unlocking Key Performance Indicators: Order Acquisition Ratio"

FutureNow Post
Monday, Oct. 29, 2007 at 6:42 pm

“Action” Missing from Online Ads? Be like Nike

October 29th, 2007

Nike+ is powered by youFed up with the state of online advertising, Denny Hatch wants to know “What happened to the final ‘A’ in AIDA?” Referring to the classic sales formula (Attention, Interest, Desire, Action), Hatch pours through several recent examples of advertising campaigns that aren’t accountable to minor details like, say, revenue.

So how does one go from AIDA to ROI (return on investment) without action? And isn’t there another important element for the consumer? How about “satisfaction”? After all, that’s what keeps customers…

...continue to read "“Action” Missing from Online Ads? Be like Nike"

FutureNow Article
Monday, Oct. 29, 2007

Online Copywriting 101: The Ultimate Cheat Sheet

October 29th, 2007
FutureNow Post
Friday, Oct. 26, 2007 at 10:45 am

Screencast: Building Trust & Credibility Online

October 26th, 2007

If the roof of your home started leaking, you probably wouldn’t waste much time trying to fix it. And unless you happen to be a carpenter, you’re likely to find someone else to do the job. You’d probably call a professional; someone with experience, who can find the source of the problem and patch things up. A leaky roof isn’t generally a good place to shop on price alone. You want to know that whomever you hire can be trusted.

Well,…

...continue to read "Screencast: Building Trust & Credibility Online"

FutureNow Post
Friday, Oct. 26, 2007 at 10:10 am

How Amazon Lost Me (and My Money)

October 26th, 2007

One word: Fulfillment.

I recently purchased a set of Sony Ericsson earbuds from Amazon.com. I already knew the type of earbuds, which color, and even the model number I wanted to order. (That’s what we call a “late-stage” visitor.) Amazon didn’t have to do much to convince me to buy. All I wanted was a clear product image, showing what I could expect with my purchase.

...continue to read "How Amazon Lost Me (and My Money)"

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