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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…

...continue to read "To Boost Conversion, Don’t Focus on Exit Pages ONLY"

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 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
Thursday, May. 15, 2008

Yes, Googlers, Dunkin Donuts Has Free Iced Coffee

May 15th, 2008

image of dunkin donuts iced coffeeMore than any other brand, Dunkin’ Donuts has popularized iced coffee in the United States. So when a friend reminded me of their “free iced coffee” promotion happening today (Thursday, May 15, 2008), I was a bit surprised that I hadn’t seen or heard any ads for it. No radio commercials. No TV spots. Not even a subway ad or billboard.

Were they doing this purely by word-of-mouth, as a “thank you” to loyal customers who would then tell their friends…

...continue to read "Yes, Googlers, Dunkin Donuts Has Free Iced Coffee"

FutureNow Article
Tuesday, May. 13, 2008

Podcast Interview: Forrester’s Josh Bernoff on How to Profit from the Social Media Groundswell

May 13th, 2008

Groundswell by Josh Bernoff and Charlene LiSocial technologies have changed much more than our marketing strategies; they’ve changed us.

Social technologies have changed how we gather and share information. They’ve changed who we meet, where we meet, and, sometimes, how we meet. They’ve changed how we buy, what we buy, and where we buy. They’ve changed what, how, and how much we know about the people around us. And while social technologies may not have changed what it essentially means to be human, they’ve certainly amplified, at once,…

...continue to read "Podcast Interview: Forrester’s Josh Bernoff on How to Profit from the Social Media Groundswell"

FutureNow Article
Friday, May. 9, 2008

How to Get Buy-in for Conversion Rate Optimization

May 9th, 2008

making the case for website optimizationI just arrived home from San Francisco where I attended the eMetrics Marketing Optimization Summit. As always, it’s great to catch up with friends and participate in enlightening conversations. A key theme of my presentation: how to get organizational buy-in to testing and conversion optimization.

Marketers often get so worked up about the prospect of website optimization that we forget an important step. Before we can pursue optimization, we must convince those in our own company about optimization’s value.

Here, then, are…

...continue to read "How to Get Buy-in for Conversion Rate Optimization"

FutureNow Article
Thursday, May. 8, 2008

Facebook Ads Prove That “Targeting” Demographics Is Silly

May 8th, 2008

Social media advertising isn’t just another fad. With all of that juicy customer info we give social networks each day, for free, businesses of all sizes are lining up to cash in by offering the right ad to the right person, guaranteed — or so they think.

Sometimes it works. Sometimes it doesn’t.

Here’s the promise Mark Zuckerberg, Facebook’s founder and CEO, made to media buyers last November:

With Facebook you will be able to select exactly the audience you want to reach, and…

...continue to read "Facebook Ads Prove That “Targeting” Demographics Is Silly"

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