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Posts by Howard Kaplan

FutureNow Post
Wednesday, Mar. 14, 2007 at 3:57 pm

In Defense of Big, Bad, Google ;)

March 14th, 2007

From the files of: When Passive Verbs Happen to Good People.

Recently, the WSJ (subscriber link) served up the ultimate in passive, poor me, whining. When Matt Cutts is getting quoted in the Journal, isn’t it possible we’ve gone just a bit too far? I mean, seriously, it’s a wonder the world managed to have a single entrepreneurial success story before Google debuted on the scene.

Even if traffic to Topix, which gets about 10 million visitors a month, dropped just 10%, that…

...continue to read "In Defense of Big, Bad, Google ;)"

FutureNow Post
Tuesday, Mar. 6, 2007 at 4:36 am

Automated Revenue and Profit Lift?

March 6th, 2007

In the wake of Omniture’s acquisition of Touch Clarity, pundits have weighed in on the lofty claims made in the acquisition press release:

Omniture and Touch Clarity have joined forces to enhance online business optimization—bringing together the power of Web analytics and advanced behavioral targeting technology. The combined technology delivers automated revenue and profit uplift to customers derived from Web analytic data.

Consensus has been good deal for Omniture, a great deal for Touch Clarity, and a good deal for the industry at large.…

...continue to read "Automated Revenue and Profit Lift?"

FutureNow Post
Friday, Mar. 2, 2007 at 10:37 am

Do Message Boards Equal Community?

March 2nd, 2007

Peace, love and ROI Don’t you just love buzzwords? In the 80′s, “synergy” was one of my favs. When Nasdaq was a tad closer to 5,000 than it is today, thinking “outside the box” meant you were someone who “got it”. Yesterday, I was hard pressed to choose between “long tail” and “Web 2.0″. But today, Web 2.0 is the clear winner.

As meaningless as the word is (and as much fun as it is to toss around mockingly), it’s being furthered under the guise of a…

...continue to read "Do Message Boards Equal Community?"

FutureNow Post
Thursday, Mar. 1, 2007 at 3:09 am

Godin on Surprising Broca

March 1st, 2007

Seth had a short but impactful post on his blog earlier this week, about cutting through the clutter of every day life. He wrote:

“But if you want the word to spread, if you expect me to take action I’ve never taken before, it seems to me that you need to do something that hasn’t been done before. It might not feel safe, but if you do the safe thing, I guarantee you won’t surprise anyone. And if you don’t surprise anyone,…

...continue to read "Godin on Surprising Broca"

FutureNow Post
Monday, Feb. 26, 2007 at 10:28 am

Viagra, Salesforce, and the Power of Consumers

February 26th, 2007

Last week, I had bad luck getting my emails returned. The switch from PC to Mac hasn’t exactly been as seamless as advertised (to be fair, though, most issues still revolve around, of course, Microsoft). Entourage is branding all my outgoing emails as coming from “An Office for Mac Test Drive User” while I wait for the new licenses to arrive. Thanks, Bill.

As if this weren’t bad enough, now I’m having trouble getting internal messages answered! My account is linked…

...continue to read "Viagra, Salesforce, and the Power of Consumers"

FutureNow Post
Friday, Feb. 9, 2007 at 12:14 pm

The Promise of Interactive Advertising?

February 9th, 2007

When I read Walt Mossberg is at an industry event, and asking questions no less, I stop and pay attention. After all, his “new” column on personal technology (16 years, and counting) in my local paper (WSJ) is one I read regularly. The question he asked screamed to me:

Walt Mossberg [Courtesy of WIRED]

When will the online advertising industry actually deliver on its outstanding promise of the last decade to present the right ad to the right person at the right time? When will we…

...continue to read "The Promise of Interactive Advertising?"

FutureNow Post
Friday, Feb. 9, 2007 at 8:03 am

Calculating the ROI of SEO?

February 9th, 2007

It was early December when I walked into the lobby of the Chicago Hilton, well past 1 AM, and first heard the buzz. The bar was packed, literally overflowing with loud, raving, belligerent… Search Engine Optimizers. I know the search community is close, and with SES being their Super Bowl, I wasn’t overly surprised. The crisis du jour, Jason Calacanis had called their profession bull@%$#. Imagine the horror.

Ok, ok, all melodrama aside, they were fired up (and rightfully so,…

...continue to read "Calculating the ROI of SEO?"

FutureNow Post
Thursday, Jan. 18, 2007 at 12:50 am

Problems with Landing Page Optimization?

January 18th, 2007

Every time I read a “best practices” guide to optimizing landing pages, I cringe. I know full well the limitations and the biases inherent in what the teacher is about to dispel to the pupil. Even worse, I know full well the pupil is likely to accept the teachings as gospel, and run off to begin implementation. Honestly, I don’t blame them- implementation led by a methodology will inevitably outperform pure talent or intuition. However, the assumption in that last…

...continue to read "Problems with Landing Page Optimization?"

FutureNow Post
Thursday, Jan. 11, 2007 at 9:34 am

AdAge on Viral Campaigns…

January 11th, 2007

Scott Donaton’s latest article over at AdAge touches on something I wrote a while back, after the Agency.com fiasco.  He astutely writes (emphasis is added):

As with ads in any medium, those that work are those that start with an insight, show an understanding of their target audience, and have an authentic, relevant connection to the brand. Those that don’t smack of having been produced because someone wanted to do a viral video to please himself, his boss or his board. They’re the…

...continue to read "AdAge on Viral Campaigns…"

FutureNow Post
Monday, Dec. 18, 2006 at 2:03 pm

Preparing for Panama: another case for Persuasion Architecture

December 18th, 2006

A new Ad-Age article offer strategies for winning at Panama, namely:

Instead, marketers’ focus will shift from managing their bids to managing the entire conversation with their customers. By improving attributes such as the relevance of keywords, ad copy and landing pages, advertisers provide a better user experience while having an positive influence on their own ad costs.

Panama certainly raises the stakes for all those who have yet to realize how critical true Customer-centricity has become (let’s not forget transparency either).  With…

...continue to read "Preparing for Panama: another case for Persuasion Architecture"

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