Social media engagement should be in the context of a user’s social media experience. While cross channel engagement may be desirable, it is only so when the connection between the channels is natural to the user, not forced by the brand.
Author: steve
Digital marketer with deep experience in paid and organic search engine marketing driven by website analytics.
The Paid Search Sweet Spot
It was an average ad position of 2.5 in paid search. We couldn’t explain why, but some how if our average ad position was 2.5, then the average cpc, conversion rate and customer value all aligned to hit our targets. It was basic math. By why 2.5? We couldn’t say, but we dubbed it “The…
Google Plus Launches Collections
Google+ makes content discovery easier for users through a format similar to Pinterest boards. This gives people the ability to curate content and share it with others that have similar interests. Making this more powerful is the ability to curate different types of content and make the overall experience more helpful with long form posts…
Marketing Automation… are you really ready for it?
Marketing Automation (MA) is hot. A lot of companies are engaging tools like Pardot, Marketo, Hubspot to send messages, share information, tweets, post and pretty much push out just about any utterance their marketing department can think up. This is great! Set up a drip campaign, nurturing campaign, journey or any number of other euphemisms…
Apple watch… great for (too) easy amazon ordering
Scott at CNET now owns an xbox. Didn’t want one, but the Apple Watch makes it so easy with the Amazon 1 click to order…well, he did.
Email Opt-out: more than being polite
I had an interesting conversation with the head of a company that has an email campaign running. Its been running for a while. The conversation moved to opt-outs and how they were getting them (as most programs do). He casually mentioned that maybe he could move these folks back into the active list. My reaction…
Art & Intuition When Data Is Not There
Analytics is a great tool for helping us make decisions and take action. As a representation of behavior, it helps us respond to customers and see the impact of our actions. However, analytics only represents “what” but not “why” people behave in the way they do. For some marketers this is a blind spot. Over…
Creating the Right Culture to Maximize Analytics
Digital analytics and more precisely, how a company uses digital analytics is a focus of mine. Over the years I have seen very smart people with access to very sophisticated analytics programs feel paralyzed by their own ignorance. Whether it an inability to measure their own results or the lack of visibility into what others…
eWOM : What durable goods marketers need to do about it
WOM, word of mouth has long been a powerful force in the making (and breaking) of products and companies. As the force has moved online to become known as eWOM marketers have struggled to understand the dynamic it plays in the material affect on their sales. A culprit in perpetuating this struggle is the monolithic…
Facebook seeks to prove ad and sales connection
The WSJ article on Facebook’s sales lift research is a new bow on an old, old package. Using post impressions studies to calculate the lift in sales derived from advertising was being used over 25 years ago. While I applaud the continued push to connect online ad expenditures to off-line results, articles like this in the…