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FutureNow Post
Tuesday, Dec. 6, 2011 at 7:30 am

12 Days of Conversions: Day 10-Reassurances

December 6th, 2011

Red Christmas present with caution tape bowVery few people trust you.  It isn’t your fault, that is the nature of ecommerce sites.  Between television programs about identity theft, holiday gifts that never showed up last year, and the coffee thermos they ordered online to mount on their bicycle handlebars that doesn’t fit, who can blame your customers for not trusting you?   Give your visitors the gift of faith in your ecommerce site, products and sales process this season.  …

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FutureNow Post
Friday, Dec. 2, 2011 at 7:30 am

12 Days of Conversions: Day 8-Wish Lists

December 2nd, 2011

Little girls hristmas list written in red and greenWhat better time for online wish lists than the holidays!  I have a lot of personal experience using wish lists to help my grandma with her holiday shopping.  She has some trouble with basically any and all things online, so usually my dad will help her by accessing the site I made my wish list on and going over the things I might like with her.  It works great for both of us, she…

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FutureNow Post
Thursday, Dec. 1, 2011 at 7:30 am

12 Days of Conversions: Day 7-Comparison Shopping

December 1st, 2011

five christmas trees that resemble a star rating systemPeople love to comparison shop, especially when they are trying to find gifts for another person.  They compare websites, shipping costs and delivery times, star ratings, and prices.  Help your prospects find both your site and the perfect gift this season by optimizing their comparison shopping experience with these valuable tips.

1.  Feature Product Reviews

If you do not already ask your customers to review your products, you are missing out on the big bucks!  …

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FutureNow Post
Thursday, Nov. 3, 2011 at 7:30 am

The Measurement Yardstick of Web Data Accuracy

November 3rd, 2011

Since Halloween just past us by, I thought I would write about perhaps one of the scariest topics in web analysis, web data accuracy.  In the marketing world, we are fortunate to live in the day and age of the internet for many reasons. Perhaps the most important, is that we can track the success of marketing campaigns so precisely.

We now have the ability to track and measure how successful an adwords campaign is at persuading prospects to visit…

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FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

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FutureNow Article
Friday, Sep. 12, 2008

The Case for Persona-Based Lead Generation

September 12th, 2008

A lost wallet lies on a Manhattan street, stuffed with cash. A white middle-income male, New Yorker, between age 30 and 44, picks it up. Will he look for the rightful owner, or pocket the cash?

With that level of “targeting,” it’s anyone’s guess. There just isn’t enough information available.

But if George Costanza, the white middle-income male New Yorker between age 30 and 44 from “Seinfeld” picks up the wallet, everyone knows exactly what he’ll do.

He’ll keep the money.

By allowing you…

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FutureNow Post
Monday, Feb. 25, 2008 at 3:05 pm

WIRED Sees a Future in “The ROI of Free”

February 25th, 2008

Chris Anderson, editor in-chief of Wired and author of the bestselling book-turned-Web 2.0-buzz-phrase, The Long Tail, launched a juicy cover story today.

In “Free! Why $0.00 is the Future of Business” — which, as one might expect, is available for free at* — Anderson argues that, across industries, businesses are baiting new customers with free stuff.

Of course, that’s nothing revolutionary. But it is evolutionary in the sense that we’ve come to expect some level of “free” something. In fact, we’re…

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FutureNow Post
Tuesday, Dec. 4, 2007 at 12:04 am

How Viacom Could Have Avoided the Writers’ Strike

December 4th, 2007

He'll only know new mediaIn a move that should add fuel to the debate over the writers’ guild strike, MTV Networks has announced that all episodes of its grotesquely funny cartoon satire hit, South Park, will be shown in their entirety online. MTV’s decision to host the South Park archives online for free comes just over a month after they did the same thing for The Daily Show with Jon Stewart, resulting in significant boosts to traffic and ad revenue.

While the move is win-win for…

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FutureNow Post
Tuesday, Oct. 2, 2007 at 1:15 pm

EBay Lowers Reserve on Skype

October 2nd, 2007

skype: tastes great, less fillingLet’s say you need to unload a promising-yet-way-overestimated tech company you bought for $2.6 billion in 2005 dollars. Where do you turn — eBay? What if listing a “Buy it Now” price isn’t an option? What if you are eBay?

The New York Times has some bubble-bursting hindsight on the broader effect of eBay’s soured Skype acquisition.

Skype earned $90 million during the second quarter of 2007, far below eBay’s projections. EBay said in a regulatory filing that the charge was “the result…

...continue to read "EBay Lowers Reserve on Skype"

FutureNow Post
Monday, Jun. 18, 2007 at 12:07 pm

Is Your Lead Generation Site Proposing Marriage on the First Date?

June 18th, 2007

click meWhen trying to measure the ROI of your website, you need to take into account the ways you engage prospective customers when they’re earlier in the buying process. Yes, some people are ready to start some sort of relationship with you; meaning, of course, that they fill out the lead form. (You’re only asking for the least amount of information, right?).That’s a measurable success. But don’t forget those who were engaged enough to spend some time on your site, gather information,…

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