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Archive for February, 2008

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Wednesday, Feb. 13, 2008

Win a Free Copy of “The Soccer Mom Myth”

February 13th, 2008

By now, most of you know about my passion and focus of extensive research: marketing to women online. Over the past several years, I’ve been so consumed by the topic that, in addition to my articles for GrokDotCom, I’ve kept up my own blog as well. Until now. I’m downsizing to one.

From now on, you can now read about all things marketing-to-women-online at GrokDotCom.com/women.

And now for the really exciting news…

Michele Miller and I have a new book coming out March 10th:…

...continue to read "Win a Free Copy of “The Soccer Mom Myth”"

FutureNow Article
Tuesday, Feb. 12, 2008

The 7 Deadly Claims (Part 6) — “Cutting Edge”

February 12th, 2008

the cutting edge needs no spinIt seems corporate siblings experience the same divergence of personality and temperament as real siblings.

Even though Black & Decker owns DeWalt, their Web copy couldn’t be more different. In fact, the contrast between the two brands illustrates both mediocre and powerful ways to handle the sixth deadly claim: “cutting edge” (aka, “next generation,” “revolutionary,” etc.)

Both companies have followed current trends by releasing a line of tools powered by lithium-ion batteries. Lithium batteries provide much greater energy density than other rechargeable…

...continue to read "The 7 Deadly Claims (Part 6) — “Cutting Edge”"

FutureNow Article
Monday, Feb. 11, 2008

Screencast: How the Super Bowl Ads FUMBLED Online

February 11th, 2008

no stain. no gain.This year’s Super Bowl ads once again found us scratching our heads. If you’re going to spend $2.7 million for 30 seconds of air time in order to send people to a website, why not sell them your product once they get there?

In this screencast, we’re going to show you how two brands — Tide to Go and Under Armour — continue to miss out on converting browsers into buyers, even after the post-game traffic surge is over. Depending on…

...continue to read "Screencast: How the Super Bowl Ads FUMBLED Online"

FutureNow Post
Monday, Feb. 11, 2008 at 10:36 am

Is Your Reputation Worth $15 Billion?

February 11th, 2008

forbes_logo.jpgBefore you answer that question, consider this: At Facebook’s current valuation of $15 Billion, a lot of folks think your network’s net worth is about $258.62 — give or take some pocket change.

Since the middle of last year, when they opened up the platform to third-party Web developers and Microsoft invested in the company, Facebook has been the marketer’s gold rush du jour. From books and hobbies to zombies and “hotties,” it seems everyone’s trying to get in on the…

...continue to read "Is Your Reputation Worth $15 Billion?"

FutureNow Post
Monday, Feb. 11, 2008 at 10:34 am

What Are You Measuring?

February 11th, 2008

My good friend, Jim Sterne — producer of the eMetrics Marketing Optimization Summit and fellow co-founder of the Web Analytics Association — would like to know.

Please answer 9 questions in 5 minutes to complete this web analytics survey from eMetrics.

The survey is attempting to find out which channels marketers and analysts are measuring, how they’re using that data to optimize marketing, and their main objectives for marketing optimization this year.

...continue to read "What Are You Measuring?"

FutureNow Post
Friday, Feb. 8, 2008 at 4:22 pm

Is Something Wrong With Your Design?

February 8th, 2008

broken web designI’m still settling in from my trip last week to the Internet Retailer Design conference. If you didn’t attend, you missed a great first-time show, so you’ll have to check it out next year.

Over 800 people showed up to hear the speakers and meet with consultants (like me) to evaluate their current websites — and some even discussed mock-ups and prototypes of new versions of their sites. My back-of-the-napkin calculation is that Internet Retailer gave away around $150,000 worth of…

...continue to read "Is Something Wrong With Your Design?"

FutureNow Article
Friday, Feb. 8, 2008

How to Elf Yourself Out of Millions

February 8th, 2008

Steve Rubel gets his elf on One might think having the year’s biggest viral marketing hit would be any business’s dream come true. Unfortunately, though, not all Web traffic is equal, and popularity contests don’t pay the bills.

According to Advertising Age, 26.4 million people spent a total of 2,600 years at ElfYourself.com, turning themselves and unsuspecting family members and coworkers into virtual dancing elves. But chances are that unless you’re a marketer, blogger, or anyone else who might have bothered to notice in the first place,…

...continue to read "How to Elf Yourself Out of Millions"

FutureNow Post
Thursday, Feb. 7, 2008 at 11:22 am

My Cup Runneth Over from High Slurp-Factor™

February 7th, 2008

Blueberry Green TeaHave you tried Arizona Iced Tea? They aren’t bad at all, and I’ve really taken a shine to the No-Carb Blueberry Green Tea they produce. For the longest time I could not put my finger on why the product always make me smile, until last night.

After so many months, it dawned on me: the containers for the green teas are overfilled. When you open the bottle, there’s more product in the container than it should be expected to hold —…

...continue to read "My Cup Runneth Over from High Slurp-Factor™"

FutureNow Post
Wednesday, Feb. 6, 2008 at 4:34 pm

The UK’s Top 50 Ecommerce Sites

February 6th, 2008

The Top 50 UK Ecommerce SitesRecently, Hitwise published their 2007 list of the top 50 e-commerce websites in the UK.

While many of the usual suspects are represented, it’s worth noting how consumer demand compares with the huge differences in the quality of customer experiences offered by these sites.

Of course, it’s one thing to know who the top retailers are, but it’s quite another to have qualitative data that shows how certain e-commerce sites actually engage customers. As conversion optimization experts and providers of OnTarget continuous optimization…

...continue to read "The UK’s Top 50 Ecommerce Sites"

FutureNow Post
Wednesday, Feb. 6, 2008 at 11:28 am

A Political Branding Hook That Sells

February 6th, 2008

a hook that opens doors“I’m different! Really, I am! Different and better. Trust me!”

Doesn’t the stench of such desperate insecurity ooze from most marketing copy one reads? Everyone wants to be unique, yet precious few brands are willing to show their warts for fear of rejection.

If there’s any field where insecurity and fear are a brand’s biggest roadblocks, it has to be politics — which is why every marketer should not only watch but study these political ads as textbook examples on how differentiation works.

Here’s…

...continue to read "A Political Branding Hook That Sells"

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