A little girl, Ellie, is watching her mom, Christine, prepare a ham for dinner one night. Ellie noticed that her mom cut off each end of the ham before placing it in the pan. When Ellie asked her mom why she cut off the ends, her mom paused for a second and replied, “That’s a [...]
In reflecting back on 2011 and developing plans for 2012, I keep thinking about what President Dwight D. Eisenhower once said, …plans are useless, but planning is indispensable. While he was talking about war, the sentiment can be applied to pretty much any situation including digital marketing. The point President Eisenhower was making is that [...]
Recently, Forrester Research released a report that discussed the tremendous ecommerce opportunities that tablets provide. Forrester noted that tablets offer features and functionality that consumers are embracing and early findings are demonstrating that tablets won’t be relegated to a niche technology. What I found most interesting and perhaps most telling about the opportunity is the [...]
For marketers, Facebook provies a robust marketing platform and exciting opportunities. It offers another way for brands to interact with consumers, foster loyalty, and learn more about the wants and needs of consumers. However, before pubishing a Facebook Fan Page, there are a number of factors you need to take into consideration. Thinking about these [...]
By now, almost every marketer has read statistics similar to the following about the ubiquity of Facebook: Over 500 million users The average user has 130 friends on the site 50% of active users login every day The typical user sends 8 friend requests per month The average user spends 15 hours and 33 minutes [...]
While in the car the other day, I was listening to a morning drive radio program and I was struck by how many people were calling the station to relay relatively embarrassing stories. As I thought more about it, I realized how good radio programs are at starting conversations. Something with which many companies and brands [...]
Today’s To Do List: Design landing pages for email campaign Implement paid search ads Deploy transactional emails Publish blog posts Start drip campaigns Optimize key pages Plan sales promotions Develop creative for display advertising Post on Facebook fan page Design merchandise up-sells The to-do list of what you need to do to manage your online [...]
‘Sorry’. It’s such a simple word, but it can have such a tremendous impact. It can diffuse even the most tense of situations. It can be a game changer. By telling a customer that you are sorry when she has a negative experience with your product or service, you are showing her that you care, [...]
As my wife was preparing Christmas cards, she commented on how we are still sending cards to people we haven’t talked to in many years. Apparently, we add new people but never seem to remove anyone. Many companies take a similar approach with their e-mail list. They never think of proactively removing users. Why should they consider it? [...]
Consumers love discounts. Who can blame them? Who doesn’t want to pay less for something? For marketers, they are very enticing. They can boost sales, break-through the clutter, and stimulate trial from new customers. Used correctly, they are a valuable tool for a marketer. However, if used indiscriminately, consumers become dependent on them, expect them, and [...]
