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Buying Process

FutureNow Article
Wednesday, Apr. 2, 2008

Why Virgin’s Banner Ads Work, Even on Facebook!

April 2nd, 2008

Virgin America mood lightingTraditional banner ads can be frustrating. They’re easy to ignore. And all too often, the landing page on the other side of the click doesn’t fulfill the promise of the ad.

So why not try something new, like placing an ad on Facebook, where captive users are forced to see it right there in their news feeds?

That’s Virgin America‘s strategy. But is it anything new?

Despite the hype, social media ads are rarely different than traditional banner or pay-per-click ads. The landscape…

...continue to read "Why Virgin’s Banner Ads Work, Even on Facebook!"

FutureNow Article
Thursday, Mar. 6, 2008

The Good, The Bad & The Pay-Per-Click Ugly

March 6th, 2008

A few months ago, I showed how Dell had bought a PPC ad for “bestbuy Sony DSC-W80,” and although they were smart to buy this highly-targeted search term, there was no follow-through on the landing page.

Bryan Eisenberg bought the camera last year and was so happy with its performance that he’s been spreading the word around the office ever since. After doing a routine Google search, we noticed — unsurprisingly — that there are a lot of bidders for the term…

...continue to read "The Good, The Bad & The Pay-Per-Click Ugly"

FutureNow Post
Tuesday, Dec. 18, 2007 at 11:00 am

That’s My Amazon Kindle, But Those Aren’t My Hands

December 18th, 2007

I’m not known for being a detail person. I’m not the type of woman who can tell you where we had our first date, what you were wearing, or what we ate, but I can tell you whether we had a good time. But when it comes to marketing to women, I’m starting to notice everything.

It usually starts with a feeling that something’s not right. That’s what happened when I kept seeing banner ads for Amazon’s new reading device, Kindle.

When…

...continue to read "That’s My Amazon Kindle, But Those Aren’t My Hands"

FutureNow Post
Friday, Nov. 16, 2007 at 10:35 am

Women Buy Electronics? No Kidding?

November 16th, 2007

It was one of those eye-opening moments. I was in Toronto eating dinner at a cafe by a park, people-watching (one of my favorite pastimes). I saw a guy walking his dog and some kids skateboarding, doing tricks and racking up some serious bruises. And I saw women — some alone, some walking in pairs.Here’s what struck me: Every single woman was on the phone or texting on her BlackBerry. Every single one. Most of the guys were gadget-free. This…

...continue to read "Women Buy Electronics? No Kidding?"

FutureNow Article
Friday, Nov. 9, 2007

Why I Nearly Flaked on the Season Pass

November 9th, 2007

Last winter, when I made my temporary move to Salt Lake City, I started researching the local ski resorts. The mountains surrounding the city are known for having some of the world’s biggest and lightest powder snow. I was convinced by the customer reviews I’d read online that were written by local ski bums from Utah.

Time and again, I read and heard reviews about the Snowbird resort having some of the most challenging terrain, coated by the area’s best powder. So…

...continue to read "Why I Nearly Flaked on the Season Pass"

FutureNow Post
Friday, Oct. 26, 2007 at 10:45 am

Screencast: Building Trust & Credibility Online

October 26th, 2007

If the roof of your home started leaking, you probably wouldn’t waste much time trying to fix it. And unless you happen to be a carpenter, you’re likely to find someone else to do the job. You’d probably call a professional; someone with experience, who can find the source of the problem and patch things up. A leaky roof isn’t generally a good place to shop on price alone. You want to know that whomever you hire can be trusted.

Well,…

...continue to read "Screencast: Building Trust & Credibility Online"

FutureNow Post
Wednesday, Oct. 17, 2007 at 10:44 am

How Female Execs Shop for Consultants

October 17th, 2007

Face to faceDo women behave the same way in the office as they do at home? Is their buying process the same whether they are buying products and services for their home, or products and services for their company?

Deloitte & Touche is trying to find out.

According this Wall Street Journal article, Deloitte & Touche USA LLP has implemented a new program in conjunction with Marti Barletta’s TrendSight Group, to better understand the needs of female clients and train employees on how to…

...continue to read "How Female Execs Shop for Consultants"

FutureNow Post
Wednesday, Oct. 3, 2007 at 10:31 am

Why Must I “Register” Before Checkout?

October 3rd, 2007

We’re in the final moments of completing our 2007 Customer Focus Study here at FutureNow. [UPDATE: FutureNow's 2007 Retail Customer Focus Study is complete.] We haven’t done one of these in the past couple years, and there’s already some shocking stuff popping out from the early analysis. One of the most interesting facts is that nearly half of the top online retailers still require people to register before they checkout.

Now, I understand how valuable executives think it is to have these…

...continue to read "Why Must I “Register” Before Checkout?"

FutureNow Article
Monday, Oct. 1, 2007

Trustmarks & BizRate: Building & Breaking Trust Online

October 1st, 2007

A skeptical Grok...One of the most common interview questions I get is, “How do you build trust online?” If you don’t have a well known brand, how do you overcome the different barriers the web provides?

The web is anonymous; you can say you’re one type of person or entity and, in fact, be another. We have to deal with all the other people who are online, polluting the space with interruptive, bogus messages and less-than-credible offers. So, what can you do to…

...continue to read "Trustmarks & BizRate: Building & Breaking Trust Online"

FutureNow Post
Friday, Sep. 21, 2007 at 9:27 am

Screencast: Hunting for Early Bird Persuasion, Part 3

September 21st, 2007

Now that you’ve seen Parts 1 and 2, where we found that the smartest way to persuade early-stage customers is to educate them, let’s focus on how to provide a consistent experience for them.

As we look at how Cabelas.com and BassProShops.com prepare to catch the Early Bird customer, consider the following:

Relevance — If they’re not ready yet, don’t get carried away. (Is your website proposing marriage on the first date?) Screen Space — Early Birds need to know that they’re welcome, right from the homepage. Give…

...continue to read "Screencast: Hunting for Early Bird Persuasion, Part 3"

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