The explosion of digital marketing means that the marketing department is taking more and more control of a company’s IT spending, implementation and decision making.
It’s a trend that is only going to get bigger.
For so long marketers and business operators just got on with selling their wares and pressing the flesh and left the technical stuff to the backroom boys.
Now however, as we all know, technology is front and centre of everyone’s lives, especially business.read more...
Sep 18, 2012
Why the Hell Not?
Australian women are big shoppers online, especially mums and housewives, so if your website isn’t designed to appeal to them you could be losing out.
Marketers have long known that women control the purse strings in most households and that they also love to shop.
Recent research has shown that this spending power has gravitated naturally to the web.
Women of all ages have flocked online to shop.
Especially women over 45 who have both financial and social power to look for and get what they want.
Known variously as Queenagers, wedgers or Generation Jones, they represent a very powerful online demographic.read more...
Jun 06, 2012
Doug Karr of DKNewMedia has posted a thought provoking video that uncovers what has been an open secret in the SEO community for some time- SEO is Dead.
The video is about an hour long and well worth a watch, but the gist of his argument is that the continual changes Google has made over the past two years make many SEO techniques obsolete, and that content marketing is a much better option.
Nor is Karr the only SEO expert to express this view, but more on that later.
There is No Such Thing as Page 1 Ranking Anymore
Google’s localisation and personalisation efforts over the past two years mean no two people see the same search result.read more...
May 07, 2012
Bad Website Forms Will Cost You Sales
Getting prospective customers to sign up on your website is one of the holy grails of online marketing. So it always surprises me that so many companies design their forms so badly.
Simple, silly mistakes that could easily be fixed end up costing businesses millions in lost revenue.
This is all the more surprising considering how much some companies spend on online advertising and marketing to get prospective customers to their sites in the first place.
Recently I came across two maddening examples in the space of a frustrating afternoon. To find out what they did wrong and how you can avod their mistakes, read on...read more...
Mar 28, 2012
Leading international SEO agency SEOMoz recently (Jan 2012) released a report on what SEO costs around the world.
In Australia most SEO firms charge between $100 to $300 an hour.
See the full infographic here...
However, in looking at some of the other stats, there are some interesting variations in pricing structures for search engine optimisation.read more...
Mar 05, 2012
A brilliant piece on how the marketing game has changed from Coca Cola. Even if you don't like Coke (like me) this marketing strategy is something you should all have a look at.
It's essentially saying that our challenge as businesses and marketers is to create content that people not only want to share, but also participate in creating.
To do so takes a different kind of thinking that embraces customer story telling, brand stories and the new technology that helps us share these stories.
Fantastic. Highly recommended viewing.
If you're looking for an online marketing strategy then this is probably as good as it gets.read more...
Feb 21, 2012
(How to make your shopping cart suck less)
Saw this cartoon over at The Oatmeal and I just had to share it. It highlights what's wrong with just about every shopping cart and registration process on the web.
Underneath the humour, and despite the scatological language, there are lessons for us all to learn here. This will help you reduce your shopping cart abandonment rates and increase your conversion rates. Study it hard.
All images courtesy of The Oatmealread more...
Oct 24, 2011
Great infographic and PDF from SEOmoz on what it takes to achieve online marketing success.
The easy part is downloading these resources.
Click on the links below for the full graphic and ger the 60 page PDF.
And OK, I was messing with you with the headline.
Just following what's in here will keep you busy for the rest of the year.
Mar 10, 2011
The Insanity Continues
Most online marketers are still clueless as to where to spend their money, or your money more to the point.
For every $80 spent online to get a prospect to just come to your website, only $1 is spent on actually turning them into a customer once they get there, according to Omniture.
This is madness, and unfortunately it's been going on for over a decade.
According to Omniture in 2008
• $23 billion was spent on online search and display ads
• But only $250 million was spent on site optimization
I'm sorry, let's read that again, that's billions vs millions.read more...
Mar 09, 2011
We should all thank Gerry Harvey for giving us one of the best case studies on online shopping and social media for a long time.
His New Year attack on online shopping was over almost as soon as it began. While there has been a mountain of criticism over Harvey's ill advised campaign, there are lessons from this one act tragedy all Australian businesses to heed.
1: Respect the Customer
Harvey's first mistake was to treat shoppers and the wider public as fools. Telling people to buy goods from his stores where they are 30-40% dearer, rather than buying them online was never going to wash. Even mainstream media could see this was nonsense, and he was deservedly castigated for this.
If shoppers want to save money don't attack them for it, it won't win you any friends or new customers.
If shoppers want to shop online, then make sure you're online store is the one they go to.
Respecting the customer is one of the golden rules of business and marketing. It shouldn't be necessary to restate this rule, but obviously it is as Gerry Harvey was merely the public face of a campaign supported by other Australian retailers.read more...
Jan 12, 2011
Traditional offline marketing is one of the most effective ways of driving qualified customers to your online business.
However, it is often totally overlooked by many in the ecommece and online marketing arena. Scratch any online marketer and you'll find an almost obsessive focus on search engine optimization, search engine marketing and online advertising.
There will probably be some talk about email marketing, and, if they are really on the ball, a discussion about conversion rate improvement, but traditional offline marketing methods will probably barely rate a mention.
As a business owner, this means you're missing out on a huge opportunity to drive customers to your site and generate revenue.
Traditional marketing's effectiveness at generating online customers was recently highlighted in research by The e-Tailing Group.
It found that consumers are most motivated to go online after:read more...
Sep 27, 2010
Or Viral Anything - Why chasing viral video success is a bad idea.
Great article from Advertising Age on the why focusing on trying to create viral content isn't helpful for your business.
Regular readers of this column may suspect that I'm continually bashing online video, I'm not. I just don't see it being used very well that often.
This article sums up my thoughts pretty well.read more...
Sep 14, 2010
Was the "Old Spice Guy" campaign really successful? A lot of respected marketing and ad people had their doubts right from the beginning, and evidence is starting to emerge that the campaign's success may be as limp as a dead fish.
The arguments about it's success or failure centre around the age old divide in advertising and marketing about whether the purpose of an ad is to sell something or win creativity awards.
As far as the latter is concerned, there is no doubt that the ad is brilliantly creative and hugely entertaining, but did it actually boost sales of Old Spice?read more...
Aug 28, 2010
"If you meet your guru on the road, knock him on the head and kill him."
Old eastern spiritual saying.
Such old wisdom applies even more to modern online marketing. Snake oil seems to abound, and it's often hard to determine who really knows what they are talking about.
The following video aptly portrays the dangers of blindly following self proclaimed gurus, social media or otherwise.
Warning: Mild coarse language is used. It's also very funny.
Aug 19, 2010
Recently a post appeared over on Linkedin's Digital Marketing Group over one of Seth Godin's blog posts.
In a nutshell it seems that many marketers have a pretty low opinion of Godin.
The original author of the Linkedin post originally feared she was going to get hate mail over her criticism.
Instead she found many marketers had an even harsher opinion than hers.
Comments such as "empty suit" and "regurgitator of other people's ideas" were among some of the colourful descriptions.read more...
Aug 16, 2010
After you've finished choking on your Red Bull, we can begin today's lesson. Darren Rowse over at Problogger recently posted about why he always transcribes his video's on his blog.
And judging by the response he got, many people feel the same way about the need to always provide a transcription.
Rowse's three main reasons were:
1: Accessibility: Some people simply can't consume video, whether it be from technical reasons or disability reasons.
2: Learning Styles: Some people just don't like videos, or prefer other ways of getting their information.
3: SEO: Search engine obviously love textual content.
Rowse's post highlights a bigger issue in that the explosion of online video is being greatly abused by many people. While video is a powerful means of communicating, it is not a magic solution for all your online marketing desires.read more...
Aug 13, 2010
For most of this year I have been extremely busy. Too busy to blog regularly. Also, everyone I know is very busy. So it got me thinking:
"Who has time to blog?"
Not many of us as it turns out.
According to a recent Technorati survey, of the 100's of millions of blogs it tracks over 95% have been abandoned. And while that still leaves about 10 million, only 1% of them are getting read.
Are we all too busy or did we just get bored?read more...
Nov 06, 2009
“… optimizing one site will take five people a whole year and cost $500,000 …” according to Craig Macdonald, CMO of Covario.
Mr Macdonald was talking about something else when he made this comment, but the impact of this casual remark immediately struck me.
Many companies seem to regard search engine optimisation as something that can be done on the cheap and by lowly paid personnel.
Well, you get what you pay for.
Everybody seems to recognise the importance of SEO, but few seem willing to pay to have it done properly and professionally.read more...
Aug 13, 2009
A while back, I put together a list of 10 free tools to enable you to build an online business for free. (Actually, it ended up being 21, but who’s counting.)
Anyway, I already have another 10 that I just have to tell you about, that are not only free but actually really very useful.read more...
Mar 27, 2009
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