The moment I even thought about writing this column I knew it would be criticized. Not because the column is offensive or insulting but because it challenges the usefulness, accuracy, and cost-effectiveness of a targeting methodology (behavioral targeting) that generates a lot of revenue and makes a lot of people a lot of money. The [...]
March 26, 2012
The production process of sending an email marketing message out is predictable, typically following the same process each time a mailing is put together. While this production process is the norm, fewer marketers embrace triggered or automated messages. The benefit of triggered messaging is that the marketer can build a program once, tie that offer [...]
March 23, 2012
I am speaking at SES New York on how to use digital channels to drive over 51 percent engagement. My presentation is a compilation of best practices that have helped me create interactive conversations with the consumers that I serve. Here are seven of 17 key principles to think about. 1. Intrigue versus incentive. If [...]
March 22, 2012
Each interaction we create helps define and guide the user experience. And although best practices suggest we make something intuitive before it’s aesthetically pleasing, simply borrowing an element from a design pattern library – one that just “looks the part” – can end up hurting the user experience. Sometimes the best designs require us to [...]
March 21, 2012
Have you been noticing that no matter what you do, your conversion rates are starting to plateau? If you have already done all the onsite fundamentals – testing creative, copy, and calls to action – maybe it’s time to shift your focus away from simply increasing site traffic and reconsider your segmentation strategy. For many [...]
March 20, 2012
Conversion Optimization, Mobile -
Gone are the days when everyone accessed websites from a desktop or laptop computer. Many people now browse the web from their smartphone or tablet daily, and some have even completely replaced their computer with these more portable devices. Businesses that plan to stay competitive have got to optimize their sites for mobile. I’m not [...]
March 20, 2012
Your goal is to optimize landing pages for customer experience and business conversion success. To learn how to do this (in addition to reading ) it helps to look at some landing pages that illustrate “greatness.” As a quick refresher, ”7 Tips for Landing Page Greatness” outlines the criteria for landing page success: 1. Have a Clear and Emphasized Call [...]
March 19, 2012
In my last column, I spoke to how analytics as we once knew them were dead when it came to mobile metrics and tracking. More than a few people in the analytics fields reached out to me. Some of them were not fans of my sentiment, but interestingly, most agreed. They shared exciting stories of [...]
March 19, 2012
Ad optimization is key to lower CPC prices, higher click-through rates (CTR) and conversions, and a greater ROI. Even the lowest budget campaigns must be scalable and balance top-notch creative with ongoing analysis and optimization. Small and large PPC advertisers alike struggle to find just the right formula for their paid search campaigns. There is [...]
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