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Word of Mouth

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 Article
Friday, Feb. 8, 2008

How to Elf Yourself Out of Millions

February 8th, 2008

Steve Rubel gets his elf on One might think having the year’s biggest viral marketing hit would be any business’s dream come true. Unfortunately, though, not all Web traffic is equal, and popularity contests don’t pay the bills.

According to Advertising Age, 26.4 million people spent a total of 2,600 years at, turning themselves and unsuspecting family members and coworkers into virtual dancing elves. But chances are that unless you’re a marketer, blogger, or anyone else who might have bothered to notice in the first place,…

...continue to read "How to Elf Yourself Out of Millions"

FutureNow Post
Monday, Jan. 28, 2008 at 6:57 am

Wasting Money Targeting Influentials? Another Tip…

January 28th, 2008

word of mouth influenceI’ve never been a huge fan of Gladwell’s book, The Tipping Point, because it oversimplifies how ideas spread. I intuitively knew that idea spreading was more complicated than that. In the February 2008 issue of Fast Company there’s an interesting article that I think provides additional context for understanding viral marketing: “Is the Tipping Point Toast? — Marketers spend a billion dollars a year targeting influentials. Duncan Watts says they’re wasting their money.”

Here’s just a small excerpt:

In the past few years,…

...continue to read "Wasting Money Targeting Influentials? Another Tip…"

FutureNow Post
Sunday, Jan. 6, 2008 at 7:06 pm

Should You Cancel All Your Advertising?

January 6th, 2008

Jeff BezosIn February 2003, canceled all their advertising and put that money towards free shipping as a word of mouth strategy. Many thought Jeff Bezos was crazy and that would never turn a profit. In 2007 they were solidly profitable with over $15 billion in revenues. Bezos knew that marketers used to get paid to make promises the business had no intention of keeping.

He understood that, in an increasingly transparent environment, being truly customer focused would matter more than telling…

...continue to read "Should You Cancel All Your Advertising?"

FutureNow Post
Monday, Dec. 31, 2007 at 10:04 am

Why Your Conversion Rate Matters More Tomorrow

December 31st, 2007
FutureNow Post
Friday, Nov. 30, 2007 at 12:03 pm

Word of Mouth Down the Toilet

November 30th, 2007

When’s the last time you were out in public and had one of those must-go-now moments? You’re torn between embarrassment and physical agony. The panic’s rising. Perspiration beads on your forehead. What do you do? Hope the first store you walk into lets you use the employee-only washroom? (This usually works only if you are desperate and pregnant.) Lean into the stranger next to you as you turn beat red and whisper, “Where’s the nearest bathroom … it’s kinda urgent“?


...continue to read "Word of Mouth Down the Toilet"

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
Thursday, Nov. 1, 2007 at 6:39 pm

Now Available: Bigger Logo… from a Cream!

November 1st, 2007

A little dab is plenty...Here’s a rhetorical question: Ever get a well-intended yet ill-advised request from a client or customer? If so, you should try the brand-spanking new Make My Logo Bigger Cream.*

Taking a moment to answer a few questions between demo requests, here’s what Agency Fusion CEO Brett Derricott had to say about the campaign:

We’ve been working closely with designers and agencies for over 5 years now. Although we’re a technical company, we love being involved with creatives and our success has come…

...continue to read "Now Available: Bigger Logo… from a Cream!"

FutureNow Post
Wednesday, Oct. 31, 2007 at 4:30 pm

Toys ‘R’ Us Scares Away Customers, Giraffes

October 31st, 2007
FutureNow Post
Wednesday, Oct. 24, 2007 at 2:57 pm

Spirit Air: You Don’t Have to Turn on the Red Light

October 24th, 2007

Baldaaaaanza...Spirit Airlines used to have great customer service. It was refreshing, actually. In the late 90′s, you could fly round-trip from, say, Detroit to New York for about $120 in a hand-me-down jet staffed with friendly people. It was a great, low-cost airline that was always able to surpass its customers (even lower) expectations.

But all that’s changed. Today, they have a brand-spanking-new fleet of mid-sized jets staffed with would-be friendly people who, bound and gagged with corporate red tape, can’t…

...continue to read "Spirit Air: You Don’t Have to Turn on the Red Light"

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