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Archive for May, 2008

FutureNow Article
Friday, May. 30, 2008

How to Avoid Marketing to Yourself

May 30th, 2008

You were the Time magazine person of the yearWhat ever happened to “You”?

You were on a roll. Just two years ago, You were Time magazine’s person of the year. When Web 2.0 changed everything, You were there. You did it. You turned the Web into the “interactive” medium we always knew it could be.

You changed the rules. You took control.

So what happened? Lately, it seems that marketing and advertising executives are either blind optimists or furrow-browed skeptics about social media marketing. Are we — the marketers, the bloggers,…

...continue to read "How to Avoid Marketing to Yourself"

FutureNow Article
Wednesday, May. 28, 2008

To Boost Conversion, Don’t Focus on Exit Pages ONLY

May 28th, 2008

exit_pages_and_conversion.jpgThere’s no one formula for what to look at in your web analytics to try and gain insight into what your visitors are experiencing and how they’re reacting to what’s there. Each site behaves differently and has different strengths and weaknesses.

When I recently walked through my client’s analytics with them, she pointed out that the highest exit pages are probably a good place to start fixing conversion stumbling blocks. In theory, this sounds like the right thing to do. If…

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FutureNow Article
Tuesday, May. 27, 2008

I’m Not Illiterate, But I Did Stay at a Holiday Inn Express

May 27th, 2008

holiday inn express stay smartYou’ve probably seen the commercials: Nuclear meltdowns, pro sports athletic training, rodeo clowns, daredevil motorcycle riders — all sorts of people are smarter and more prepared for life because of their choice of hotel.

“Are you new to the team?” asks the nuclear engineer of the stranger who saves a frazzled control room from reactor meltdown.

“Actually, I’m with the tour group, but I did stay at a Holiday Inn Express last night.”

Holiday Inn Express has a brand promise: “Stay Smart.” Well, I…

...continue to read "I’m Not Illiterate, But I Did Stay at a Holiday Inn Express"

FutureNow Article
Friday, May. 23, 2008

How to Gain and Act on Customer Insights

May 23rd, 2008

gain customer insightTesting and optimization are a necessity in any marketing endeavor. I’ve gone deeper into the subject in several columns, such as “Conversion Folly Funnel” and “We Tried That Already.” Today, I want to focus on one aspect of optimization: customer insight.

Success in testing doesn’t necessarily indicate success in customer insight. For example, you can test landing pages, determine the best landing page, and enjoy an increase in conversion. But do you know why it converts better? Oftentimes marketers gain knowledge…

...continue to read "How to Gain and Act on Customer Insights"

FutureNow Article
Thursday, May. 22, 2008

Why Consumer Data Isn’t Telling You What You Need

May 22nd, 2008

listening to customersIt’s not often I read an article and stand up and cheer. Well, a recent Advertising Age interview had me doing just that. And, yes, I did get some funny looks from those around me.

Who had me doing the Tiger Woods I-just-made-another-eagle-putt fist pump? Avinash Kaushik. (The title of the Mya Frasier’s AdAge article is: “Google’s ‘Anayltics Evangelist’ Explains Why Websites ‘Suck’ — Kaushik: Despite Mounds of Data, Marketers Don’t Understand Consumers.”)

Why did this interview get me so fired-up? Because Avinash…

...continue to read "Why Consumer Data Isn’t Telling You What You Need"

FutureNow Post
Thursday, May. 22, 2008 at 5:41 am

Top 10 Online Retailers by Conversion Rate: April 2008

May 22nd, 2008

conversion_optimization_2.jpgHere they are, the top 10 converting retail sites for April 2008*…

1. -27.5% 2. Office Depot – 25.8% 3. Lands End – 24.8% 4. QVC – 19.4% 5. CDW – 19.1% 6. HSN – 16.8% 7. Vistaprint – 16.8% 8. Oriental Trading Company – 16.5% 9. Williams-Sonoma – 15.6% 10. eBay – 14.8%

*Source: Nielsen Online / Marketing Charts

While Office Depot, Lands End, QVC, Vistaprint and eBay made the top 10 online retailers list last month, we have a few sites we have never seen make this list before. This…

...continue to read "Top 10 Online Retailers by Conversion Rate: April 2008"

FutureNow Post
Wednesday, May. 21, 2008 at 5:54 pm

How to Cure “Death by PowerPoint”

May 21st, 2008

Brain Rules by John MedinaThe other day, Seth Godin wrote about the new standard for meetings and conferences. He’s absolutely right. Asking people to travel to see a presentation can be dangerous, and the last thing anyone wants to overhear is, “I flew all the way out here for this?”

With those words echoing in our heads, Bryan and I were chatting about this brilliant tutorial post by Garr Reynolds on his Presentation Zen blog, where he shares a presentation for Dr. John Medina’s new book, Brain…

...continue to read "How to Cure “Death by PowerPoint”"

FutureNow Post
Wednesday, May. 21, 2008 at 11:39 am

3 Great (and Quick) Optimization Reads from Omniture

May 21st, 2008

omniture logoYesterday’s visit to the Omniture Industry Insights blog gave me a one-stop-shop for fodder on marketing optimization tactics and strategy worth sharing (and a personal opportunity to apologize to boot!).

First up, John Broady writes about 5 fundamentals for improving the ROI from landing pages. This has long been a popular topic, yet, sadly, it’s still front-and-center in a lot of practitioner’s minds. The fact that so much has been written on the topic only makes John’s piece that much more impressive. His…

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Special Announcement
Tuesday, May. 20, 2008

GrokDotCom Launches New “Around the Net” Section

May 20th, 2008

around the net grokdotcom vote widgetFutureNow is thrilled to announce the launch of our “Around the Net” news portal, now available at News.GrokDotCom. shows your favorite marketing blogs in one spot. And as an added bonus, you can vote on posts that “add value” — or “skip it” if you’re not impressed — so we know which ones to feature as Best of the Day, Best of the Week, and Best of the Month.

At News.GrokDotCom, you can…

vote for the most valuable posts of the day, week, and…

...continue to read "GrokDotCom Launches New “Around the Net” Section"

FutureNow Post
Monday, May. 19, 2008 at 10:08 am

When Should You Start Making More Money? (Not Ready?)

May 19th, 2008

What happens when you AssUmeEvery time you design a new landing page, add a new product to your website, add keywords to your campaign, rewrite a pay-per-click (PPC) ad, craft an email campaign, or redesign your website, you are making assumptions about how your visitors will react.

Such was the case when I sat next to Jeff Smith, Director, Interactive Marketing & eBusiness for the Hudson Bay Company at the CMA Geek dinner (courtesy of my friend Mitch Joel) in Toronto last week.

Jeff was telling me all…

...continue to read "When Should You Start Making More Money? (Not Ready?)"

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