Voice of the customer. Engagement. Loyalty. What do these buzzwords mean? How do we use them to drive value? Where are the best practices? These often-used terms have connotative and denotative meanings that can be quite different depending on who uses them and how they are used. We continue to see uncertainly about loyalty, engagement, and voice of the ...
5 Lessons You Haven’t Learned From Search Engines
In April 2010, an astonishing 15 billion online searches were done in the U.S. alone, with Google (and Google sites like YouTube) accounting for over 60 percent of them. Those searches were done by people just like you and me, who are simply trying to find answers to satisfy their needs. Other than Facebook and e-mail, ...
Three Ways to Define Your Target Audience
When nonprofit marketing and fundraising programs fail, organizations too frequently blame the tactics. “We tried an email newsletter, but no one read it.” “We sent out a direct mail fundraising letter, but it didn’t raise much money.” Closer examination of those tactics often reveals that the audience was poorly defined and the message was too generic. ...
The Google AdWords ‘Tourist Tax’
On a recent trip to Italy, I was struck by the pricing gap between “insider deals” you might get if you were a local, and the prices paid by harried newbies who just got off the plane. It’s price discrimination against the “rich,” or anyone who is new to the scene. It extends to everything from real ...
7 Ways to Use Social Media to Promote Marketing Events
Events, big and small, have historically been an important marketing tool. Internet Week New York, consisting of over 200 smaller events, and Social Media Day, comprising over 700 Meetups across six continents, show the power of social media to significantly transform the impact of an event to achieve a variety of goals. Social media was ...
Top 10 Guide to Mobile Ad Campaign Readiness
If all the hullabaloo about iPads, iPhones, and iAds wasn’t enough to get you (finally) interested in mobile advertising, how about these convincing recent stats? Pew Internet just released a report about U.S. mobile access, citing 40 percent of adults use mobile phones for accessing the Internet, e-mail, or instant messaging, a figure that jumped ...
Don’t Let Your Data Go Sour
As Web reporting and analytics gets more mature as a technique and as an industry, I sometimes hear organizations saying “We’ve finished our Web analytics implementation now and we’re on to the next project.” It’s as if the implementation of Web analytics in a business is seen as an event rather than as a process. ...
