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Posts by Holly Buchanan

FutureNow Article
Thursday, Jun. 12, 2008

iPhone 3G Shows How to Use Online Video to Sell Products

June 12th, 2008

iphone 3g enterprise videoThere are a lot of innovative ways to use video to sell products online. After sharing a few examples I recently found with colleagues, we agreed that the video for the new Apple iPhone 3G was one of the most persuasive uses of rich media on a website we’d ever seen.

But before we discuss how the iPhone team does it, I’d like to show you a few other examples that illustrate some of the dos and don’ts — mostly “dos” —…

...continue to read "iPhone 3G Shows How to Use Online Video to Sell Products"

FutureNow Post
Monday, Jun. 2, 2008 at 10:21 am

Give Yourself a Winning Chance with Testing

June 2nd, 2008

Image of Google Website OptimizerBryan Eisenberg did a fabulous post on how to get buy-in for conversion rate optimization. It’s a must read for anyone who is trying to get their company or client to do optimization testing.

I’ve heard from some folks who got initial buy-in, but whose companies quickly lost the stomach for testing. They ran some tests that did well, but they ran some tests that actually hurt conversion. The tests that hurt conversion are especially painful for smaller companies, where that…

...continue to read "Give Yourself a Winning Chance with Testing"

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
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 Article
Friday, May. 16, 2008

Is Dove’s “Campaign for Real Beauty” Real?

May 16th, 2008

dove campaign for real beautyThere’s been a big stir recently over allegations that Dove’s “Real Beauty” models were airbrushed. There have been a few different stories floating around, so let’s clear a few things up.

Here’s what Dove has to say:

The “real women” ad referenced in recent media coverage was created and produced entirely by Ogilvy, the Dove brand’s advertising agency, from start to finish and the women’s bodies were not digitally altered.

Pascal Dangin worked with photographer Annie Leibovitz (Ogilvy has never employed Mr. Dangin…

...continue to read "Is Dove’s “Campaign for Real Beauty” Real?"

FutureNow Article
Tuesday, Apr. 29, 2008

Using Customer Review Keywords to Pick Up Women, Men

April 29th, 2008

men vs. women product reviewsHave you ever noticed that if you really want good information about a product, you’re much more likely to find that information in a product review than in the product description itself?

Why aren’t product descriptions more helpful?

Here’s one thought: Men and women may care about different things. Product descriptions may not be speaking to both genders’ needs. In product reviews, men talk about what they care about, and women talk about what they care about. This may be one reason why…

...continue to read "Using Customer Review Keywords to Pick Up Women, Men"

FutureNow Post
Thursday, Apr. 17, 2008 at 11:19 am

Interview on Persuasion Architecture, Personas and ROI

April 17th, 2008

eBiz IT PA logoIn case you weren’t able to join me today at the King Conversion: Websites that Sell conference in Erie, PA — put on by the fabulous folks at eBizITPA — I at least wanted to share a recent interview on personas and persuasive planning.

I had a chance to sit down with Cathy von Birgelen to talk about what’s on the mind of Pennsylvania business owners, and what they want to know about improving their websites and other online marketing efforts. You…

...continue to read "Interview on Persuasion Architecture, Personas and ROI"

FutureNow Article
Tuesday, Apr. 15, 2008

Using Video to Build Better Customer Relationships

April 15th, 2008

image of AdAge CMO round tableAdvertising Age recently did a CMO roundtable video. It’s a great idea: Get a bunch of top Chief Marketing Officers with a moderator and ask them to discuss their biggest challenges.

I guarantee you a lot of CMO’s (and a whole lot of other people) tuned in to watch this frank round table discussion.

What industry is your website targeting? Are you a sales training company targeting sales managers? Why not get together a group of 3-4 sales managers and ask them to…

...continue to read "Using Video to Build Better Customer Relationships"

FutureNow Post
Tuesday, Apr. 1, 2008 at 11:04 am

Will Yahoo’s Shine Be the Next Big Site for Women?

April 1st, 2008

I wish someone would do a take-off of Shania’ Twain’s “I Feel Like a Woman” and change it to “I Don’t Feel Like a Woman.”

I visit a lot of the “women’s sites” on the Web, and I almost always feel out of place. The subject matter doesn’t excite me. The headlines don’t speak to me. It all feels the same…

• Celebrity gossip • Diets and recipes • Love/romance tips • Fashion news/shopping tips • Wellness/health issues

Sorry, but none of those…

...continue to read "Will Yahoo’s Shine Be the Next Big Site for Women?"

FutureNow Post
Friday, Mar. 21, 2008 at 10:59 am

How Website Images Affect Visitor Persuasion

March 21st, 2008

Have you ever read a blog post that had so many interesting and profound ideas, you actually re-read it several times? That’s what happened to me when I read this fascinating article by Joseph Carrabis at iMedia Connections.

I originally read the article because it talks about gender and website design. But there’s much more to it than the title (“Website Marketing Across Genders”) suggests. For instance, the phenomenon he calls “Towards” and “AwayFrom” advertising.

I’ll dig into that in another post, but…

...continue to read "How Website Images Affect Visitor Persuasion"

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