Strategy

  • Business Owners Don’t Trust Web Developers

    Mexican standooff
    Local business owners are none to happy with web developers and online guru's.

    Not only don’t they trust them; they think we’re all a bunch of rip off merchants. Ouch! (Oh by the way that includes us online marketers too. Double ouch.)

    Over the past few months I’ve been assisting one of my peers, Richard Keeves, from Smarter Web Strategies, with a program to help get Australian businesses, especially retailers online - http://digitalroadmaps.org/

    This pilot program was run in Perth, Western Australia with the assistance of the Chamber of Commerce, the State Government and other industry bodies.

    Digital Roadmaps

    One of the things that became clear at the outset and was reiterated constantly thru the program was how p!$$ed off most retailers are with web developers and online marketers.

    Learn why... read more...
    Jul 16, 2013
  • Dinosaurs, Structured Data and the NBN – Are You Ready?

    - Are You Ready or Already Endangered?

    dinosaur
    Digitally aware or a blissfully ignorant dinosaur?

    While there's been a lot of talk recently about big data, structured data and the NBN, how many businesses really know what it means for them, or are even ready for it?

    As I discussed in a previous post, Jim Wyatt, General Manager, Digital Economy, Department of Commerce, and Government of Western Australia.gave an eye opening presentation at the Spacecubed Morning Startup event in Perth recently to some of the smartest digital minds in the city.

    And even they were surprised at just how paradigm shifting the NBN will be for business.

    In particular more and more businesses are going to become publishers and broadcasters of their own content, streaming it directly into their customers' homes and pockets via a range of devices.

    Don't be a dinosaur...

    read more...
    Mar 18, 2013
  • NBN Will Bypass the Web

    nbn dirt buggy
    The NBN could leave us all in the dust

    Australia's National Broadband Network is much more than a glorified internet connection, a fact not understood by most people including business.

    This was one of the many highlights from a fascinating presentation given by Jim Wyatt, General Manager, Digital Economy, Department of Commerce, and Government of Western Australia.

    The presentation was at the Spacecubed Morning Startup event in Perth yesterday morning.

    Jim covered a lot of ground but the thing that struck me was how the NBN may completely bypass the web.

    As Jim put it, the NBN will allow businesses and organisations to push their services directly into people's homes in ways we can't even imagine yet.

    Learn how to avoid becoming NBN roadkill... read more...
    Mar 13, 2013
  • Australian Businesses Face Substantial Digital Disruption

    Digital Disruption ReportOne third of Australian businesses are facing substantial disruption from digital technologies in the immediate future according to Deloitte Australia.

    And all businesses are facing some form of digital disruption.

    In its latest report Digital disruption Short fuse big bang? Deloitte analyses the impact of new digital technologies on Australian business.

    It also looks at which industries are at risk in the short term and long term.

    Find out more...

    read more...
    Oct 24, 2012
  • For Business That Still Doesn’t Get the Web

    How the internet has changed since 2002.

    The infographic below from Bestedsites shows the remarkable changes of the web over the past decade.

    People Online

    • 2002 - 569 million (9% of the global population)
    • 2012 - 2.27 Billion (33% of the population)

    Time Online (Daily Usage)

    • 2002 - 46 minutes
    • 2012 - 4 Hours

    Number of Websites

    • 2002 - 3 million
    • 2012 - 555 million

    Read more...

    read more...
    Oct 18, 2012
  • Why Fake Thai Boobs are the Future of Professional Services Marketing

    Thai boobs Australian consumers’ attitude has changed dramatically in ways that have serious threats to professional service providers.

    Doctors, lawyers, dentists, architects, accountants and even marketers are all at risk.

    More and more Australians are going overseas for new boobs and teeth in a trend that perfectly illustrates the threat facing all local professionals.

    A recent Channel 7’s Sunday Night program followed a group of Australian women as they went to Thailand for new boobs, teeth and a tan all at a fraction of what it would have cost them here and in far, far quicker time.

    Learn why this has major threats for all professions...

    read more...
    Sep 17, 2012
  • The Art of Marketing - Avinash Kaushik

    How to use data to make successful marketing decisions

    A passionate video from the master of analytics on how to successfully use data to influence marketing decisions.

    This much more than just data and marketing, but also a great piece on how to live a worthwhile life.

    Key Points:

    • Fail Faster
    • Have the courage to do things
    • Contribute somethign of value
    • You don't need permission

    See more great Art of Marketing videos from some of the leaders in online marketing on The Art of Youtube channel.

    read more...
    Sep 13, 2012
  • Your customers not a geek

    Why you should stop treating your online customers as geeks.

    customer wifeToo many websites are designed by geeks for geeks; yet most of your customers aren't geeks.

    For most businesses, your online customers are your wife, girlfriend, boyfriend, hubby, parents and even your gramps.

    As such your website needs to cater for them.

    A properly functioning website is more about the psychology and personality of these people than it is about any particular technology.

    Most of your customers are not up with the latest online technology or cool design practices beloved of so many in the online world. For the most part they don't even care.

    Learn more...

    read more...
    Aug 29, 2012
  • Australian Online Retailers’ Misguided Marketing

    Misguided marketingAustralian retailers are focussing on the wrong online marketing strategies, and therefore making life unnecessarily difficult for themselves.

    In a recent post, Australian Retailers Floundering Online, I lamented that many Australian retailers were focussing too heavily on out dated and less effective methods of online marketing, and ignoring the proven and more effective tactics.

    No sooner had I posted the article, and then I came across a recent research report that backed up what I was saying.

    In the previous article I referenced the  The Australian Retail Adoption Plans for Online Advertising and E-tailing report released by AIMIA which contained the following chart listing what Australian online retailers are using as their top marketing tactics.

    Learn What's New...

    read more...
    Jun 11, 2012
  • Digital Darwinism: Are You a Swinger or Dead Meat?

    brachiating chimpThe late author Carl Sagan observed that those of our ancestors who couldn’t figure out how to brachiate successfully through the jungle simply didn’t leave any offspring.

    Rather gruesomely they ended up as piles of rotting meat on the forest floor many metres below.

    Darwinism at its most brutal: Figure it out or die.

    Business, especially Australian online retail, is going through its own painful process of natural selection right now caused by the booming online economy.

    They either don’t get or are completely unaware of the need to start swinging in the online business jungle.

    And, unfortunately, there’s no doubt that it is a jungle with all sorts of lethal traps for the unwary and strange, exotic beasts that will devour them overnight if they are not quick enough or smart enough.

    But into it they must swing, there is no escaping it.

    Readmore...

    read more...
    May 13, 2012
  • How Australian Retailers Can Get Online in an Arvo

    For Free

    shopping cart on keyboardMuch has been written lately about how Australian bricks and mortar retailers and businesses lack the knowledge, skills and resources to go online.

    In an effort to ease their transition to online business here are over a dozen free or inexpensive solutions to get started.

    My last post Australian Business Just Doesn't Get the Web certainly stirred up a healthy debate around my networks, especially about how fearful and confused many business owners are around online business.

    Unfortuantely there is still a lot of snakeoil out there as well as well meaning but misguided advice from web practitioners as to what is actually required. Many business owners have already been badly burnt with expensive or unusable website solutions.

    Another point raised was that as online professionals we need to do a better job of educating the market about what they actually need, which is the point of this post.

    Find out more...

    read more...
    Apr 24, 2012
  • Australian Business Just Doesn’t Get the Web

    conused Australian business

    Nearly two thirds of Australian businesses don’t have a website, and half of those don’t intend to get one any time soon.

    This astounding revelation was made recently by John Moss is Chief Strategy Officer, MYOB and based on recent research carried out by MYOB.

    To me it explains why many Australian retailers are having such a hard time dealing with online shopping and ecommerce.

    It is a mental problem, a business cultural problem; it’s nothing to do with technology, GST loopholes or the nasty, greedy invading offshore online operators.

    It's a failure to understand the modern economy.

    Find out why...

    read more...
    Apr 20, 2012
  • US Mail Dies, Australia Post Thrives

    - Royal Mail MIA

    Australian Post Box

    In another of life’s great ironies the internet is being both blamed for the failure of the postal service in the US and credited for its booming success in Australia.

    A paradox for sure, how can the web be the reason for both failure and success in almost identical institutions?

    Why the US Postal Service Is Going Out of Business Forbes

    Postal Service Is Nearing Default as Losses Mount New York Times

    The U.S. Postal Service Nears Collapse Bloomberg

    I’ve been following the slow decay of the US Mail with some mild curiosity because, as almost everyone in Australia is aware, our equivalent institution, Australia Post has been banging on about how wonderful the web has been for its business for years.

    Find out more...

    read more...
    Apr 12, 2012
  • Marketing as Theatre

    Girl in theatre mask. What matters in marketing is your performance.Does your marketing entrance, engage, enrapture and encourage your customers to want more?

    Because it’s not how good (or not) your product is, what matters is how you sell it.

    The company or salesperson that puts on the best performance wins.

    A clear reminder of this occurred the other day when I was attending the Perth Home Show at the Exhibition and Convention Centre.

    I bought something didn’t even know I wanted because the salesman’s show was so good - The World’s Most Advanced Broom

    Step right up folks, because of all things, he was selling rubber brooms, supposedly a technically superior alternative to the normal hair broom.

    Certainly unique and different, I’d never even heard of, or could imagine a broom made of rubber; I mean it just sounds ridiculous.

    But the sales guy was good; it was like watching a finely tuned performance, which is exactly what it was. I knew it, and I paid more out of admiration for his “game” than for the actual product.

    Read how to up your marketing performance level...

    read more...
    Oct 10, 2011
  • eGroup Association, Perth Western Australia

    eGroup WA Association provides a forum for Perth and Western Australian based online entrepreneurs to confidentially discuss issues particular to their business, and to share advice, solutions and ideas in a supportive, informative and educational manner.

    It was established October 2009 and includes some of Perth's leading online business people. 

    Its charter is to support, encourage and provide education to new online ventures (at all stages of development) in Western Australia; and to provide an organised voice to industry, government and the wider community by which we define, disseminate and promote ideas, findings and issues that are common to members.

    You can find out more at their website

    read more...
    Jul 06, 2011
  • Incredible India's Unique Value Proposition

    Sometimes you can break all the rules and get away with it. Incredible India tiger

    If you've read my blog or spoken to me you'll know that I'm always banging on about the need for a USP/UVP (Unique Selling/Value Proposition), a big idea and the need to address the WIIFM (What's in it for me?) question.

    These issues are always at the top of any potentail customer's mind: "What is this place, what can I do here and what value can I get?"

    When I saw this latest ad from the long running and very successful Incredible India campaign I was sharply reminded that we don't always have to be so obsessive about our USP's.

    A unique value can often be implied, and left to the customer's imagination to fill in the rest.

    And with something like India, the imagination can run rampant.

    But what is it about this campaign that allows it to ignore the rules and yet still succeed?

    Click to learn more...

    read more...
    Jun 21, 2011
  • What Sexy Food Can Teach You About Website Navigation

    Sex and food are the two greatest motivators for most people, so any website that combines the two has a good chance of getting high conversion rates and good online business.

    The other day i took a shot at Yogurberry for having a great landing page but with no call to action.

    That being said it's still a great looking site, and the way it uses it's images on the rest of the site perfectly highlights how captivating the right images can be.

    It looks like the designers had a lot of fun when doing this site.

    read more...

    read more...
    Mar 02, 2011
  • What ZZ Top Can Teach You About Branding

    Sharp Dressed and Ready to Boogie

    Think ZZ Top and immediately you picture a host of images from beards and furry guitars to hot rods and girls, all backed by a growling, irressistable Texas boogie.

    Their brand is unique, almost timeless.

    But it wasn't always so. ZZ Top always had the sound and the attitude, but the iconic image came much later.

    It was the legendary and infamous Ike Turner who told the Reverend Billy F Gibbons that he needed to get his look together.

    read more...
    Dec 07, 2010
  • Neuromancing the Stone

    A thought piece I posted over at Stone Soup on how the pace of the online world is leaving all of us behind. Even those of us who are already highly active in cyberspace. Businesses and individuals can't afford to wait anymore, we must all dive in and start paddling like hell.

    It’s No Longer About Websites

    And Why Current Online Marketing Techniques Are Already Outdated

    See http://stonesoup.com.au/website-development/neuromancing-the-stone/

    read more...
    Nov 12, 2010
  • Smarter Marketing Blog

    Librarian

    Boost your results today

    Practical Tips you can use right now to improve your marketing.

  • Powerful Copywriting

    Coaching for Online Results

    The smart marketer's secret weapon

    These days content is king, and the company that tells the best story wins.

    Don't trust it to just anyone.

  • Response Boosting Content

    Response boosting Content marketing

    Create Remarkable Content

    Set yourself apart from your competitors.

    Establish yourself as a trusted resource and authority for your potential customers.

  • Conversion Rate Optimisation

    Conversion Rate Optimisation

    Maximise Your Results

    Every interaction is a chance for you to win or lose a customer.

    Make sure you shine in those moments.