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Marketing Rants

FutureNow Post
Wednesday, Aug. 1, 2007 at 5:20 pm

Best Buy, Worst Buy — Updated

August 1st, 2007
FutureNow Post
Tuesday, Jul. 17, 2007 at 7:26 am

Monkeying Around With Web 2.0 Strategy

July 17th, 2007

monkey.jpgSteve Rubel’s post on “Why We’re Like a Miliion Monkeys on Treadmills” made me smile. Bryan and I are also way too often asked questions about how to create a Facebook, blogging or Web 2.0 strategy. Our answer is similar to Rubel’s:

Surely, channels are where the action is at. However, it’s important to remember they are just that – and they change. Circa 1998, perhaps when many of you were 10, The Globe.com, GeoCities and Tripod were all the rage.…

...continue to read "Monkeying Around With Web 2.0 Strategy"

FutureNow Post
Thursday, Apr. 19, 2007 at 5:30 am

Are Record Labels Being Shortsighted?

April 19th, 2007

Internet radio broadcasters have lost an important copyright battle in court that will make streaming music much more expensive and that could force them out of business. The record labels see Internet radio as a threat. They think that radio encourages record sales but that streaming music does not. The record labels haven’t been so smart in the past. Are they being shortsighted now?

If the subject interests you, then also check out SaveNetRadio.org

...continue to read "Are Record Labels Being Shortsighted?"

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
Wednesday, Feb. 14, 2007 at 4:00 pm

Search Engine Marketing and the 2008 Election

February 14th, 2007

All politics aside, observing the 2008 US Presidential election from a marketing perspective alone will be quite fascinating.

How effective will the candidates be at using the the web and all it’s mojo? techPresident is a blog set up to do just that, check out this post about how the current candidates are utilizing (or not) Google Pay Per Click (PPC).

It’s time all candidates recognize the power of search to drive highly-targeted traffic to their fledgling websites. Get cracking, everyone! We’re watching.

We’ll be…

...continue to read "Search Engine Marketing and the 2008 Election"

FutureNow Article
Monday, Jul. 24, 2006

The Transparency Imperative: Moving Beyond the Suggestion Box

July 24th, 2006

Your business can use transparency to its advantage, turning ordinary customers into tireless advocates for your brand

Do you ever get annoyed when a business’s online communications are as poor, if not worse, than their offline customer service? One of the most sacred promises of the Internet is that we have the power to chat with total strangers, regardless of how fragmented the information or disproportionately strong the opinion, to piece together the bigger picture about a given experience anytime, anywhere.…

...continue to read "The Transparency Imperative: Moving Beyond the Suggestion Box"

FutureNow Article
Thursday, Jun. 1, 2006

Practice What You Preach!

June 1st, 2006

In an experience economy, customer experience is the brand – you are in control of how you shape that experience

I purchased my round trip ticket for a Continental business flight online. I even got a confirmation email the day before departure that let me check in right online. That was wonderful! With my confirmation print-out, I managed to forego the large lineup at the airport. I thought I was off to a great start.

But then the brown stuff hit the…

...continue to read "Practice What You Preach!"

FutureNow Article
Thursday, Jun. 1, 2006

Multi-Channel Marketing: At Least 11 Things You Can Learn from Waiting for Your Cat to Bark?

June 1st, 2006

Learn how to maintain your persuasive momentum and messaging across channels

You run a lavish, expensive ad on network television encouraging viewers to go to your website. Your site’s conversion goal is to direct potential customers to the nearest brick-and-mortar store, where they can purchase what you are selling. A customer follows this trail and enters the store. Will her experience there reinforce everything that has come before?You send a promotional coupon to loyal customers who have purchased from your retail…

...continue to read "Multi-Channel Marketing: At Least 11 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Monday, May. 15, 2006

Copernicus is Back

May 15th, 2006

How will e-commerce influence catalog marketing?

by Fredric B. Gluck

For those of you who may not be history buffs, Copernicus was the guy who broke ranks with conventional thinking and proposed that the sun, not the earth, was the center of the universe. That doesn’t sound like a huge revolution today, but back in the late 15th century, it was a monumental shift in thinking. It up-ended everyone’s frame of reference.

In our world of on-line retailing, I am pretty sure…

...continue to read "Copernicus is Back"

FutureNow Post
Friday, May. 12, 2006 at 12:35 pm

Branding or Direct Marketing: Why Pick Just One?

May 12th, 2006

It’s nice to see mainstream marketing execs hop on the online branding bandwagon. It’s been a long time coming, and we were tired of being lone voices in the wilderness. I’ve urged our clients to think bigger than short-term direct response for years. They should add longer-term branding campaigns to online marketing budgets.

Two years ago, Anthony Garcia, our senior persuasion architect blogged the following:

Direct response marketing singularly focuses on selling customers in the market TODAY. The pitfall with that approach is…

...continue to read "Branding or Direct Marketing: Why Pick Just One?"

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