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Multichannel Marketing

FutureNow Post
Friday, Sep. 16, 2011 at 3:14 pm

Google Analytics Multi-Channel Funnels: What, where, how & why!

September 16th, 2011

Last month, Google Analytics rolled out a new toy for all of us data lovers: Multi-Channel Funnels! Now we can save gobs of time and effort trying to figure out what paths our customers use to make a purchase because GA has given us a few new tools to do it for us. Long gone are the days of crediting the most recent ad or click; we now have the power to see what campaign first brought a visitor to us,…

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FutureNow Post
Wednesday, Dec. 8, 2010 at 2:04 pm

CRO Deserves Its Own Line in Your 2011 Budget

December 8th, 2010

I’ve got a bone to pick about how a lot of people perceive Conversion Rate Optimization (CRO) relative to all of the other marketing gobbledygook they do. What’s inspired me to pick this bone right now?  Well, it’s the holidays, with the New Year right around the corner, and I am willing to bet that a lot of these people are hovered over their desks, forehead planted firmly in one hand, tapping their pencils on their college-ruled, recycled, legal…

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FutureNow Post
Tuesday, Nov. 9, 2010 at 10:20 am

True Customer Care Pays Dividends

November 9th, 2010

Thank youMany online retailers have an endless stream of gimmicks and promotions to hook the customer. But sometimes all you need is a little good word of mouth to help you gain the advantage.

Recently, my friends and I began seeing Lands’ End Canvas free shipping coupons in popular magazines. Intrigued by the possibility of a new line from this brand known for quality, and drawn in by the promotion, we went to their site and began to peruse their inventory.

After a…

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FutureNow Post
Tuesday, Nov. 2, 2010 at 9:49 am

Want to Dip a Toe in CRO Waters?… Just Shoot Yourself in the Foot.

November 2nd, 2010

ToeInWaterBIGIf I’ve heard it once, I’ve heard it a thousand times: “We’d like to start with something small and see how it goes before making a bigger commitment.” While this might seem like a logical approach, it’s actually setting yourself up for failure. Furthermore, it puts you dangerously close to being put off conversion rate optimization (CRO) forever; a scary thought considering CRO, when practiced continuously, is one of the most effective weapons in your armory for the battle against marketing…

...continue to read "Want to Dip a Toe in CRO Waters?… Just Shoot Yourself in the Foot."

FutureNow Post
Friday, Jun. 18, 2010 at 11:02 am

Ubiquitous Email Marketing Offers Versus SMS

June 18th, 2010

With my addiction to sugar, I know all the good sweet spots in my city!  There is a really great frozen yogurt shop near my home called Red Mango. I was in there recently, getting my fix, and I noticed a sign telling me to text a phone number to receive a coupon via text for a rebate on my next frozen yogurt purchase. Of course, this marketing tactic worked and I came back the following day to claim…

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FutureNow Post
Monday, Jan. 18, 2010 at 1:00 pm

Shopping Cart Optimization: Take This Step Today

January 18th, 2010

stepsIn my last post, I wrote about treating your various sources of traffic differently from one another.  Track the individual conversion rates of your CPC, organic/SEO, email, etc. so you can prioritize the opportunities you have to optimize your web site’s performance.  That is just the first step, though.  Next, you need to separate each traffic source into segments based on the various campaigns or marketing efforts in each traffic source.

Let me use an example. There is…

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FutureNow Post
Wednesday, Dec. 16, 2009 at 8:02 am

Twilight New Moon Online Persuasion Examined

December 16th, 2009

This is a story about Christmas shopping of the worst kind a male can possibly imagine: buying a ‘teen heart-throb’ gift for a younger, female family member.  Well, I guess it could be worse, this gift could have been requested by my wife ;)

I have a certain younger sister-in-law who is a freak for the actor who plays “Edward” in the Twilight movie saga.  I undertook the mission to buy the “Edward” water bottle that was sold through…

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FutureNow Post
Wednesday, Dec. 9, 2009 at 8:07 am

B2B Marketing Book Review and Commentary, Part 2

December 9th, 2009

digbodlangLast week, I posted Part 1 of my book review of Steven Wood’s Digital Body Language book.  It covered how the landscape of B2B, complex sales, and marketing has changed because of rapid developments in the Online world, and what the Digital Body Language (DBL) concept is.

In this post, I’ll wrap up by covering some of the benefits you can get if you learn to observe and leverage DBL, as well as some of the author’s ideas about the future of…

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FutureNow Article
Wednesday, Dec. 2, 2009

B2B Marketing Book Review and Commentary, Part 1

December 2nd, 2009

digbodlangI recently finished up a darn good book on B2B marketing called Digital Body Language: Deciphering Customer Intentions in an Online World. It was written by Steven Woods, who co-founded the ‘marketing automation platform’ vendor, Eloqua, in 1999.

I’m going to attempt to summarize, review, and add some commentary as it pertains to how we at FutureNow use this concept of ‘digital body language’ to increase the marketing effectiveness of lead generation sites.

First off, I would say that the title of…

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FutureNow Post
Tuesday, Aug. 11, 2009 at 9:24 am

3 Ways to Lose an Online Sale

August 11th, 2009

I’m not gonna lie…what you’re about to read was inspired by a real-life online shopping experience.  I won’t mention the guilty site, but I’ll say they sell clothing and jewelry to young urbanites.

As I relate the following three eCommerce mishaps, be thinking about whether you can eradicate all of them from your business by the time the “Holiday Rush” hits. ALL are preventable, if you start today and take one item at a time.

sale.comLet’s start at the “precipitating event;” the spark…

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