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Persuasive Scenarios

FutureNow Post
Friday, Sep. 7, 2007 at 11:11 am

Screencast: Shopping for Auto Insurance Online

September 7th, 2007

For this edition of Screencast, we decided to focus on something close to my heart: auto insurance. My teenage daughter is about to be driving for the first time, and I want to know what I’m getting myself into financially. I’d also like to see a bit of information specifically about insuring teenage drivers. I’m sure you parents out there can empathize.

All too often, companies get so hung up on optimizing their sites to convert late-stage, ready-to-buy customers that they…

...continue to read "Screencast: Shopping for Auto Insurance Online"

FutureNow Post
Thursday, Mar. 22, 2007 at 9:07 am

Thick Heads, PPC, B2B Demand Generation, and Converting Visitors

March 22nd, 2007

jumping on the bedI have four kids that range in age from 4- to- 13. I must confess, sometimes being a marketing consultant feels too much like my nagging daddy role.

Anyone with kids knows the routine when you impart your wonderful child with a bit of wisdom.

“Son, do you want to get hurt?” “No, Daddy” “Then please don’t jump on the bed!” “Ok, Daddy”

Simple, right?

Then, about 8 minutes later, comes that ear shattering scream. Your son is curled up on the floor, clutching…

...continue to read "Thick Heads, PPC, B2B Demand Generation, and Converting Visitors"

FutureNow Post
Friday, Mar. 2, 2007 at 3:36 am

Below the Tip of the Iceberg

March 2nd, 2007

It’s not easy being married to a consultant and an author who travels as frequently as I do, so this Valentine’s Day I wanted to knock one out of the park. I decided to romance my lovely wife with a no-brainer: a pair of diamond earrings.

I started as any modern, connected man would; I searched on Google for “diamond earrings.” I then visited the big-brand diamond sites. After a handful of clicks, I didn’t find what I was looking for.…

...continue to read "Below the Tip of the Iceberg"

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, Jan. 8, 2007 at 6:44 pm

Some Google Advertisers Cutting Spending

January 8th, 2007

From Dow Jones MarketWatch…

Keyword inflation, low conversion rates sending merchants elsewhere

SAN FRANCISCO (MarketWatch) — A growing number of online advertisers are bidding a partial goodbye to Google Inc.

Frustrated by the soaring price of Internet-search advertising and diminishing returns from the ads they buy, mid-sized advertisers say they plan to reduce how much business they do with Google this year — in some cases, significantly.

Last year, for example, eBags.com co-founder Peter Cobb spent between $5 million and $8 million to peddle…

...continue to read "Some Google Advertisers Cutting Spending"

FutureNow Post
Tuesday, Oct. 31, 2006 at 2:44 pm

Are You Ready for Traffic?

October 31st, 2006

It was on Fox.com’s “out there” page yesterday.

PennyA local coin dealer in Dover, Delaware pulled off a publicity stunt that got him some pretty good national attention. He "spent" a penny worth $500 and announced it to the world, or at least to Dover. The world was listening however and he got more publicity than he probably imagined. A great investment of only $500, right?

This could be the end of the story, but I wanted to know more.

...continue to read "Are You Ready for Traffic?"

FutureNow Post
Monday, Oct. 16, 2006 at 9:17 am

Call To Action – Take Two

October 16th, 2006

We just noticed Amazon is now fulfilling orders for the softcover version of our bestselling Call to Action: Secret Formulas to Improve Online Results (it was due out the end of the month). This isn’t just a reprint of the hardcover, this is more the book we wanted to write when we released Call to Action in May 2005, but had to rush it out early for our friends at WebTrends for their seminar series. We stripped out over 30,000 words…

...continue to read "Call To Action – Take Two"

FutureNow Post
Friday, Oct. 13, 2006 at 6:15 pm

Persuasive Scenario Analysis

October 13th, 2006

UvscreenshotOne of our favorite software companies, Techsmith, just launched a fantastic new product called Uservue. Uservue allows you to conduct usability testing via the web, thus removing geographical limitations.

We decided to draft up a basic profile of a typical user and click through the site and see what kind of experience this profile would have. This is a very simplistic execution of what we do when we assemble a "PSA" for one of our clients. 

Watch the video.  (5 min. 29 sec. …

...continue to read "Persuasive Scenario Analysis"

FutureNow Post
Friday, Oct. 13, 2006 at 3:01 pm

Death of the Web Page

October 13th, 2006

The Web page was pronounced dead on October 9, 2006, after a long bought with chronic irrelevance. A large group of marketers attempted CPR and other heroic resuscitation techniques. Witnesses present at the scene told reporters that despite a few minutes of chaos, the Web page’s last moments were largely serene and peaceful.

“She was a quiet and powerful beast, and she died doing what she loved,” states one observer.

“While Web 2.0 technologies and persuasive scenarios were certainly contributing factors, we have…

...continue to read "Death of the Web Page"

FutureNow Post
Friday, Oct. 13, 2006 at 10:31 am

The Death of the Web Page

October 13th, 2006

Ripwebpage_2The Web page was pronounced dead on October 9, 2006, after a long bought with chronic irrelevance. A large group of marketers attempted CPR and other heroic resuscitation techniques. Witnesses present at the scene told reporters that despite a few minutes of chaos, the Web page’s last moments were largely serene and peaceful.

"She was a quiet and powerful beast, and she died doing what she loved," states one observer.

"While Web 2.0 technologies and persuasive scenarios were certainly contributing factors, we…

...continue to read "The Death of the Web Page"

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