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How to Deliver a Marketing Message on Your Website
Here’s a question for you What do you need to be successful
Occam’s Razor Solves Marketing Misinformation
Many years ago I had a professor whose favorite saying was, "It's the simple things that elude people" It's not a new idea of course, but it is an important one, often associated with 14th century English logician William of Ockham
The Behavioral Targeting Promise Land?
If you were to put together a list of irritating and annoying everyday occurrences, those dinnertime phone calls about getting your ducts cleaned or your windows and doors replaced would be high on the list, followed closely by email spam, and television commercials that seem to be twice as loud as the program and repeated 'ad infinitum
Branded Entertainment: Web Advertising's Future Format
How do you deliver a marketing message to a Web-audience that hates advertising A few years back I proposed a solution based on short-form television-style programs: the "120 Second Solution," two minute brand-story commercials formatted in a mini three act Web-video presentation
Web Marketing Ideas You Can Actually Use
The Web is full of information, articles, videos, white papers, e-books and all matter of research and information Some of it is very, very good, and some of it is misleading and irrelevant
How Sound Design Affects Customer Response and Action
If you've spent a small fortune on graphic designers, search engine optimizers, social networking experts and still find that your website conversions are low, then perhaps your website suffers from the marketing equivalent of Capgras Delusion, a failure to make a connection between your online content and your emotional value proposition
Seven Deadly Video Marketing Sins
So you want to develop a Web video campaign to put on your website and add to YouTube and all the other Web video directories Maybe you even want to create a new video micro site to promote that hot new product or service you're about to launch
HyperRealism As a Motivating Factor in Web Video
If there is one thing every Web business executive can agree on, it's that websites need to motivate people to act That action can be to place an order, send an email, pick-up the phone, or maybe just join a mailing list, but whatever the intended response, your website must cause a reaction
How to Develop a Brand Story Communication Strategy
Marketing campaigns should always start with a communication concept: a conceptual premise and framework that attracts attention and engages an audience in a way that penetrates each viewer's mind, and captures the audience's collective consciousness It is the foundation of your brand story
Video Microsites - The Brand Story Campaign Solution
Everyone wants to do more business Everyone occasionally runs a promotion, a new marketing initiative, a product launch, or a new seasonal lineup
Your Website's Missing Ingredient
"My mechanic told me, 'He couldn’t repair my brakes, so he made my horn louder'” - Comedian, Steven Wright
We all want our websites to be more effective, and if you're like most business people you are constantly searching the Web for anything that will help
Which Website Visitors Are Potential Clients?
With today's website tracking software and services you can find out a lot about the people who visit your website You can learn where they're from, what kind of browser they're using, how long they stayed on your site, and a whole lot more
Your Website As Persuasion Machine
The combination of the Internet, the Web, and technology has democratized business almost beyond recognition Today the small, nimble, clever adaptor has the competitive advantage over their bigger, slower moving, 'we've-always-done-it-this-way' competitors; but the confluence of the Web environment and digital technology is one thing, how to use it effectively is another
Shaping Web Audience Preference
Wouldn't it be wonderful if you had the power to convince people that your product or service was exactly what they needed, and as a consequence your in-box was filled with inquiries and your e-commerce site was stuffed with orders Wouldn't that be great
How Much Face -Time Does Your Website Need?
How much time does it take your website to deliver your marketing message Assuming the site traffic you generate is the least bit interested in what you have to say, how much of what you're saying do they remember, or more to the point, how much do they need to remember
The Brand Story Web Marketing Process
If websites have one overarching goal it is to create confidence in whatever the website is promoting and who's promoting it It doesn't matter if it's a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication
Web-Marketing Analysis Questionnaire
Everyday I receive marketing reports loaded with statistics and numbers that have the appearance of relevance but in fact merely mask the true meaning of what's important: human emotions, not rational reasoning, are the subconscious basis for most decisions
Reliance on rational quantitative analysis leads people to ask the wrong questions, implement the wrong solutions, and produce disappointing results
How Much Face-Time Does Your Website Need?
How much time does it take your website to deliver your marketing message Assuming the site traffic you generate is the least bit interested in what you have to say, how much of what you're saying do they remember, or more to the point, how much do they need to remember
8 Brain-Branding Web Presentation Concepts, Part II
In '8 Brain-Branding Web Presentation Concepts, Part I' we discussed the first four brain-related marketing concepts that if incorporated into website presentations help generate brand preference purchase decisions Part II continues with the next four concepts
8 Brain Branding Website Techniques Part I
According to eMarketer August 2008 video ad spending will increase a thousand percent over the next five years This means Web video is on the way to becoming the must-have Web presentation tool
A Case For Marketing Experimentation: Making Failure Work For You
Remember Roy Hobbs
Any baseball fan that likes movies should know the name Roy Hobbs, the fictional character played by Robert Redford in "The Natural" Hobbs at nineteen years old is one of those athletes whose easy grace and athleticism, makes him a natural, but his career takes a fifteen-year detour due to a youthful indiscretion and some bad luck
Your Website Doesn't Need a Traditional Call to Action
The other day I received two emails, both with the same question, why didn't we have a direct call to action on our website
Sales people are taught, you always need 'a call to action,' a request to act or lose the opportunity of a lifetime
7 Tactical Reasons to Use Mini Campaign Websites
How many websites should your company have
That's a question that comes up often in discussions with clients, but perhaps the idea never crossed your mind
Creating a Successful Online Sales Strategy
You have a website, and perhaps you're even a professional salesperson, and as such you know that the best way to sell someone something is face-to-face, but have you seen the price of gas lately
So whether your customers are local, national, or international, the cost of getting to them is just too darn high to make any money
8 Things That Motivate Web-Audience Response
It's always a good idea to stick to the basics When businesses stray too far from the fundamentals, problems arise, but sticking to the basics doesn't mean boring people into a state of unconsciousness
Viral Marketing, Let's See How it Works
The 7 Elements of a Viral Video Campaign
The biggest problem most websites have is that they are instantly forgettable They sell or say the same thing as hundreds or thousands of other sites; to an audience that is so quick to click-away that a large percentage of their traffic never appreciates why they should buy anything or listen to what's being said
How Far Can You Push a Talking Head?
Let's talk about talking heads, and why adding one to your website might just be the smartness thing you've done since dumping the SUV and fast-food, and opting for hybrids and salads Okay - perhaps that's asking too much, but you get the point
Turn Knowledge Into Sales: Discover Hidden Web-Profits
Your company's collective knowledge and know-how is its greatest asset not the products or services you offer; products and services are merely the means to implement your expertise Your capacity to grow and prosper is dependent on your ability to effectively present your know-how in creative, informative, entertaining, understandable, and above all memorable ways
Successful Brands Are Based On Great Themes
A true brand is a metaphor for desire, a container for aspirations and the promise of fulfillment We are all the same, each of us searching for the same things and they aren't keywords
SEO ROI & The Conversion Rate Dilemma
What do legitimate search engine optimization firms charge Like most things involving the Web, prices are all over the place but if the price is extremely low you can be assured that the quality of the service will match the price
Brand-Personality Self-Analysis: Finding Your Brand's Emotional Aftertaste
Marketing is difficult because it is unlike any other business discipline Most of our business day is filled with left-brain tasks that may be complex but are for the most part logical and procedural in nature whereas marketing and branding are right-brain activities governed by that hated enemy of rational business thinking, psychology
The Campaign Killers: 12 People You Need To Fire
Sometimes it seems like the hardest thing to do in business is to get things done: so little time, so many obstacles And when it comes to marketing it gets even worse, after all there are all those administrative details that need to be dealt with, emails, inquiries, suppliers, and on and on
Web-Programming: An Alternative To Unproductive Advertising
As of this writing the television writers in Hollywood are on strike The significance of this strike will be felt far beyond the current television season and impact what and where people will get their entertainment in the future
Web-Video Campaign Creation 101
Everyone knows what television commercials are, how long they are, and what the various formats and styles consist of, ranging from the hard-sell detergent ads to the soft-sell feel-good stuff
Most people, especially those addicted to late night television also recognize the standard infomercial format with the familiar over-enthusiastic host, obnoxious pitchman, the ebullient paid shills, and the fabricated, fantastical demonstrations
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