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Customer Segmentation First, Then Personalization

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Customer Segmentation First, Then Personalization

Do you know who your customer is? Do you have a customer/buyer profile that you use in your marketing efforts? Does your website segment buyers by type? Do you even need to be concerned with buyer types? The answer is – absolutely! Especially in today’s market, where things like buyer affinities, geotargeting, location-based advertising, remarketing […]

How to Create a Successful Email Message

Of all the channels to spend your time optimizing, email is one of the best. Email provides the single most direct line of communication for conversion to sales. With an ROI of approximately 4,300% (according to the Direct Marketing Association), it’s also quite cost effective – virtually paying for itself. With proper relevance, cadence and […]

Owned, Earned and Paid: The Golden Content Triangle

The content tripartite known as Owned, Earned and Paid media has been shaping marketing and advertising for the last five or six years and is proving more important than ever in today’s messaging marketplace. Owned Media and Paid Media both have their place in the content mix, but Earned Media is often considered the holy […]

The Seven Deadly Sins of Marketing and Advertising

All advertising, marketing, messaging and sales professionals have faced difficult times at some point in their careers. Sometimes, these difficult circumstances are brief; like “writer’s block,” lasting only a day or two. Or, these challenges can persist for months on end. It all really depends on your perspective – regardless if these challenges are external or […]

Achieving 9,900% ROMI – Yes, It’s Possible!

In our last post on this subject, we outlined how to determine how much traffic it takes to make a sale. We learned, in our example business, that it takes 45.4 website visitors to create one conversion. Likewise, we learned that it takes 15.7 conversions to make one sale. We concluded that, in order to […]

The Power of Granfalloons in Marketing and Advertising

Updated July 17, 2022 How Many Granfalloons Do You Belong To? Do you belong to or participate in an organized group? Of course you do. Everyone belongs to some group, or another. Belonging is the 3rd tier of Maslow’s Hierarchy of Needs. You might ask, “What does psychology have to do with marketing, advertising and […]

How Many Website Visitors Does it Take to Make a Sale?

How many website visitors does it take to make a sale? What an interesting question, because I’ll bet you a Benjamin that it’s going to be different for every business. Furthermore, I’ll bet you a Grant that most business and marketing execs don’t know the answer. Nevertheless, wouldn’t it be nice to know just how […]

How to Create a Successful Conversion Page

If successful conversion pages were easy to create, then everyone would already have them. Yet, with conversion rates across industries mostly in the single digits, this just isn’t the case. After 20+ years of e-commerce and e-business, you’d think as an industry, that we’d be achieving better conversion rates. And we can. Developing a successful […]

The (Long & Sometimes Winding) Road to a Conversion

Many times, we think of conversions as a direct result of some advertising, marketing, social media or public relations function. A consumer sees your search listing or display ad and then performs a conversion action on your website. While that certainly can be the case, many times, it isn’t. In fact, we often see a […]

Case Study: Measuring ROI on SEO, SEM and User Experience Improvements

Measuring ROI on any marketing activity and any customer experience enhancements can be easy, especially if you’re using a web metrics tool, like Google Analytics. A lot of what we do for clients is two-fold: 1.) Drive targeted traffic to their websites; 2.) Convert traffic into measureable actions like downloads, form submissions, sales leads, etc. The […]

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