Tag Archives: marketing Blog

Email Rules!

Email has often been maligned as a modern medium, but the numbers prove differently.

… that clunky relic of the early days of the web is actually the most popular form of communication online and its popularity is increasing year on year. And not just amongst the more mature, one of email’s biggest user groups, according to Adobe, is millennials.

A recent Adobe study shows that email is the most preferred means of receiving communications, including promotions from brands, especially on mobile devices. It’s highly used by all age groups and most demographics, and will continue to be so for the foreseeable future. Learn more about the modern-day power of email: http://bit.ly/2wTmThr

Facebook’s Newsfeed

Businesses have gone to great lengths to setup Facebook ‘pages’ and get ‘Likes’ in order to expose prospects and customers to their goods and services. This is what marketing is all about. But understanding how to use these mechanisms to get results reliably can be daunting. In this area of marketing we have little control, or so it seems. The following article from TechCrunch helps illuminate the workings of Facebook’s Newsfeed — the stream of posts users see when they’re on the service. If we have a better idea of how our content is being handled, we at least have a shot at producing posts that are deemed valuable and therefore shown to the people we want to reach.

The article has a lot of great information, and there’s even a section that will be updated whenever Facebook makes changes to its algorithm. It’s well worth reading, but I’ll cut to the last few paragraphs, which provide guidelines for the kind of content that does well, and should help all of us create better posts with more reach to help achieve our business goals online.

The best tactics for appearing prominently in the News Feed end up being quite straight-forward: share things that are interesting, authentic, and resonate with your audience. That typically means visually compelling media, funny or emotional content, and important news that’s fascinating to a wide audience … [People] just want to be stimulated. Do that, and Facebook will share what you have to say.

Read full article: http://tcrn.ch/2cfw5B3

All About Dark Patterns

Have you ever been victimized by deceptive marketing? Once someone has your credit card there are lots of ways to trick you into unwanted auto-shipments, subscriptions, additional purchaces, and many other things to get your money. They typically prey on users not reading terms of service, overlooking pre-checked boxes on order forms, or giving up on reaching customer service or completing a ridiculously lengthy refund process when trying to rectify a problem. You can even throw in making privacy settings on social media sites impossible to find and figure out. It’s called “Dark Patterns,” and unfortunately is becoming a standard practice in many businesses. This article provides insight to help consumers hopefully avoid these unseemly, but more and more common methods: http://bit.ly/2aMIwSE

More on Dark Patterns

dark patterns are short-sighted, says Hoa Loranger, vice president of the prestigious UX consulting firm Nielsen Norman Group. “Any short-term gains a company gets from a dark pattern is lost in the long term,” she says.

http://www.fastcodesign.com/3060553/why-dark-patterns-wont-go-away

Dark Patterns Website

A currated collection of dark pattern techniques discovered on real websites.
http://darkpatterns.org

Some Trends to Watch in Digital Media

The twin forces of mobile and social are creating changes across the board for online businesses.  While it can appear overwhelming, there are opportunities if we grasp the trends and develop plans to position us “on the wave.” Here are five interesting trends that will continue to grow and, as a result, change things in ways that cause us to further adapt as the digital world speeds on.

We are all simultaneously creating, being disrupted by and exploiting an incredible array of changes in the way our digital world works. While these shifts can sometimes seem overwhelming because they are proliferating and accelerating so fast, their broad themes can be simplified to help us understand their underlying meaning.

  1. Multi-Screen Proliferation
  2. Advertising Precision
  3. Accelerating Automation
  4. Interruptive to Native
  5. Static to Real-Time

Read full article: http://linkd.in/18e9HAo

A 2012 Business Resolution Worth Keeping

You’re in business, right? Start the new year with a business resolution to obey “The 10 Commandments of Modern Marketing.” An excellent study — if you only read the subheads you’ll learn a lot: http://bit.ly/cTbc0s

… why not start the year with 10 commandments for marketing — resolutions to do marketing right; that is, marketing that takes into account how the modern landscape and modern consumers have changed.

Engaging Customers

The Web offers so many ways to engage people, so long as you’re putting the right content in front of the right people. Yet, the sheer diversity and quantity of engagement opportunities is far greater on Websites than anywhere else. Why does this matter for marketers?

Today, marketers must focus not just on reach but on engagement — high-value brand interactions — and of course, actual leads and sales. Think of it this way: there are banner impressions and then there are lasting impressions. Engagement helps brands make lasting impressions with target audiences.

Web marketers, do you have an Engagement plan? Here are 10 good ideas to help you engage customers: http://bit.ly/aZ8pzP

Email Marketing Tips

Are you using email in your marketing mix? Email may not be the darling child of today’s marketers, what with Facebook, Twitter, et al getting all the press. But the fact is people still use email everyday, and if they subscribe (that is, opt-in) to receive your messages, email is still a very effective tool to acquire and serve customers. Of course, there are techniques and best practices that can help you get max results, which is where the ClickZ article below comes in. Start shaping up your email efforts and you’ll start getting better results (and then we can start talking about social media again … 🙂

Check out “7 Ways to Increase and Retain Newsletter Subscribers” Very useful: http://lnkd.in/iXWbzm

Six Key Customer Characteristics

In a world where everyone is hyper-connected and hyper-committed I thought this summary of the modern customer’s mindset really hit the mark:

1. Customers only buy two things: solutions to problems and good feelings. The first step in creating value is to identify the biggest problems your customer faces and then demonstrate how you can solve it.

2. Customers want things fast. To be leading edge, learn to compete in time. Anticipate customers’ need and fulfill before they know they need it. Some vendors are now linked electronically to their major customers, which allows for ‘just in time’ service.

3. Customers like convenience. In any society there is a strategic shortage for which people will exchange money. Today the strategic shortage is time. Convenience has become more important than ever. How easy is it to do business with your company? How accessible are you to those you support? Can they count on a timely response?

4. The customer defines quality. Manufacturing and marketing say the product is terrific. The customer thinks it stinks. Guess whose opinion counts? The best place to begin marketing is by asking the customer how they define quality.

5. One size doesn’t fit all. The mass market is dead. Customers are demanding more options. They perceive their needs to be specific and unique. Factor ‘uniqueness’ into your sales and marketing strategy.

6. Would you like to be one of your customers? People won’t necessarily buy from us because they like us, but they’ll refuse to buy from us if they don’t. In every interaction, treat customers with the utmost respect and courtesy.