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Archive for October, 2007

FutureNow Article
Friday, Oct. 12, 2007

Screencast: Does Your Site Appeal to All Buying Modes?

October 12th, 2007

depth of insight personasYou may have heard the news that I joined the faculty at MarketMotive. I had a great time recording my first session, “The Power of Perspectives in Persuasion.” During the session, I explained perspectives (the four basic personality types) and how they impact what people look for on a website.

People View the World Through All Four Perspectives

At Future Now, we always caution people to be careful not to use this information to stereotype. While individuals operate from each of these perspectives,…

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FutureNow Post
Friday, Oct. 12, 2007 at 10:35 am

Can Wal-Mart Revolutionize CPG Once Again With Product Reviews?

October 12th, 2007

Consumer Packaged Goods giant Wal-Mart (WMT) is once again changing the game when it comes to multi-channel e-commerce strategy. The big news this time is that they’re encouraging some 1.3 million employees to review products online. Although they’re clearly trying to beef up their own stockpile of online reviews (after adding the feature in July of this year), is it really any different than getting a recommendation from a salesperson in one of their stores? Or, for that matter, any different than having…

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Special Announcement
Thursday, Oct. 11, 2007

Hyperlink Contest: “And the Winners Are… “

October 11th, 2007

don't Click HereIn the week since we announced the “My Hyperlink Can Beat Your Hyperlink” contest, many of you have been kind — and brave — enough to share your online challenges with the rest of the class. On behalf of our friends at Copyblogger & SEOmoz, and the entire Future Now team, we thank all of you who entered. There were some great entries, and the response on each blog was fantastic. (We’ll spare you the old “We wish we could pick…

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Special Announcement
Thursday, Oct. 11, 2007

Bryan Eisenberg Appointed to “Marketing Dream Team”

October 11th, 2007

A new collective of forward-thinking marketers has emerged, and you’re all invited to join in and tap their knowledge directly. Founded by John Marshall, Michael Stebbins, and Avinash Kaushik, Market Motive — a premium service for marketing professionals — offers a concrete advantage to its members: direct access to some of the brightest minds in online conversion, email, search, web analytics, and ROI marketing. That’s why we’re especially proud to announce that Market Motive has named our own Bryan Eisenberg to its marketing…

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FutureNow Article
Thursday, Oct. 11, 2007

When Developers Write Copy — Part 1

October 11th, 2007

If you think big-budget websites have a natural advantage over small business, think again. Web copy is often the great equalizer. While many online businesses don’t hesitate to spend a large chunk of change on hiring a real copywriter for the homepage, ‘About Us’ page, and so on, so-called “details” — like bits of copy in ‘Contact’ forms or shopping carts — get sacrificed. It’s in these moments, web developers are forced to wave a magic wand and transform themselves…

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FutureNow Article
Wednesday, Oct. 10, 2007

Traffic Delusion and Social Networking Insanity

October 10th, 2007

“Advertising only accelerates the inevitable” –Roy H. Williams

Traffic... MyPreciousIn Roy’s practice, advertising builds brands and drives traffic for his offline clients. Roy cautions his clients not to get ahead of themselves. If all the traffic (read: visitors) he drives get what they expected, then the business grows organically from repeat customers and word-of-mouth. If these visitors don’t get what they want, their lackluster experience will erode the brand. In other words, they would be refilling a leaky bucket with new traffic.…

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FutureNow Post
Wednesday, Oct. 10, 2007 at 10:00 am

Exclusive: IBM’s “Do it Wrong Quickly” Challenge

October 10th, 2007

All you marketing perfectionists out there, raise your hands! When it comes to project management are you “doing it right,” “doing it wrong,” or “doing it quickly“?

(Okay, perfectionists, you can put your hands down. Nobody’s actually keeping tabs.)

If you answered anything but “doing it quickly,” it’s time to take the “Do it Wrong Quickly” Challenge. The good people at IBM have been kind enough to offer GrokDotCom‘s readers an exclusive on this fun interactive quiz they’ve developed. Yes, it’s fun…

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FutureNow Post
Wednesday, Oct. 10, 2007 at 9:28 am

Below the Fold, Size Doesn’t Matter

October 10th, 2007

Graph of page length and percent of page viewedThe ClickTale Blog has some valuable insight regarding page length and visitor interaction.

According to ClickTale, total page length is not a strong factor in terms of how many people will scroll below the fold or reach the bottom of page.

The average location for the fold is between 430 and 860 pixels down on the page. 76% of people will scroll below the fold. 15-22% of people will reach the bottom of the page. 64-68% of people will reach the halfway point…

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FutureNow Post
Tuesday, Oct. 9, 2007 at 6:16 pm

Top “Dot Bomb” Era Websites — Where Are They Now?

October 9th, 2007

compete_logo.jpgEarlier this morning, our team was waxing on about Google’s (GOOG) record share price, and whether the company would maintain its dominance for years to come. We got to talking about big-shot online players of the past, and I mentioned that a lot of the top sites from years ago are now either gone or, worse, forgotten. So, when I came across Max Freiert’s recent post on the Compete blog, “Internet Allstars ’01: Where are they now?“, I felt vindicated.

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FutureNow Post
Tuesday, Oct. 9, 2007 at 2:26 pm

The YouTube Effect: Copyright Law Will Eat Itself

October 9th, 2007

hitting copyright law where it counts...Jeff Atwood’s “YouTube: The Big Copyright Lie” may be the most telling — and concise — article ever written about today’s online copyright law fiasco. According to Atwood, the company’s whole existence teeters a fundamental lie: that so-called “fair use” is in the eye of the beholder, and the only beholders who matter are the copyright’s owner and their attorneys (read: copyrighted material is kept live on YouTube indefinitely until either the copyright holder or their lawyers complain).

Atwood shows that…

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