Archive for February, 2011

7 Reasons a Marketer’s Content Strategy May Fail

Posted by Hilton Barbour on February 25th, 2011 at 3:14 pm

If you’re like most marketers today, chances are content creation is becoming an increasingly important part of your marketing activities. As social media has exploded, the need for compelling, intriguing, relevant and sharable content has exploded too. And as quickly as that content demand has risen, the half-life of content freshness seems to have diminished.
So how do you ensure all the content you’re slavishly creating is actually doing the job? How do you marry all the great stuff you’re creating within your organization with the UGC that you’re expecting your legion of devoted fans to provide you?
Honestly, I don’t know. But, what I do know is that if your content falls into any of the categories below, it is going to fail. There’s no doubt in my mind that it will be a guaranteed failure.
You’re still writing for everyone: Wrong. The days of “one size fits all” generic content are over. Niche and even micro-niche content is the level of detail you need to be thinking about. Sure Facebook may give you the impression that hundreds of thousands of Fans are following your every post, but appearing in their news feeds and being content that they actively engage with are... Read more

Who Doesn't Like to Eat?

Posted by Jeff Hayzlett on February 25th, 2011 at 2:37 pm

Some say they never know when an opportunity is going to arise.  That is true. But, you do have the ability to be in control of your opportunities – even the unexpected ones.  I say one of the best things a business leader can do is to be in a constant sense of awareness.  Be open to the things around you that you might now know about.  One of my favorite sayings is, “I don’t know what I don’t know” so by being in a sense of awareness I am willing to be a beginner and open to all kinds of possibilities.
Opportunities will not always come with the presence of a video camera and microphone.  Don’t miss an opportunity just because you are blinded by the array of opportunities.  The Internet today brings an array of different ways to increase your visibility.  But, don’t get ahead of yourself! I always say “crawl, walk, run”.  Start off in places that you feel comfortable and then get a move on to those that challenge you.
I choose to make myself available to opportunity.  If there is an interview opportunity, I take it.  If someone wants to have breakfast, I go. Who doesn’t like... Read more

Transform Your Loyalty Program From Bank to Park

Posted by Michael Leis on February 25th, 2011 at 3:47 am

There are a lot of discussions going on about how to create loyalty in a world where the next best offer is a click away. Should we change the cadence or targeting or content of our emails? How can we add badges? Do we need a redesign?
Then, towards the end of the year, it hit me. I fell just a few flights short of getting status on United. So what was the point of taking all those flights on United? Giving one brand my loyalty throughout the year ended like a reverse jackpot. It’s incredibly disappointing and de-motivating to come up empty on recognition for that level of investment.
This all-or-none loyalty framework certainly isn’t unique to United. Many loyalty programs demand you save up points for long periods before they give you any token of preference or thanks. Until then it’s a steady parade of confirmation and survey emails, the latter again asking for me to fill out a form in the hope of winning a ton of points.
So why are loyalty programs turning more people off than on?

Dynamic Pricing: E-retail Panacea or Looming Customer Crisis?

Posted by Kent Lewis on February 24th, 2011 at 10:49 pm

The use of dynamic pricing by e-retailers is on the rise. Will consumers embrace, tolerate or eschew profit maximization by popular e-commerce websites?

An Example of Mobile Best Practices by Top brands

Posted by Tony Quin on February 24th, 2011 at 8:16 pm

All mobile is not created equal as this best practice analysis of top brand work, by IQ's Jenifer Vandagriff, reveals.

I did a quick study to see what the brands people most love are doing in the mobile space and which were using one best practice for mobile design - the auto scroll for Mobile Safari. Why is this a best practice? Well, for iPhones, the address bar consumes about 12.5% of pixel screen real estate by default when a page is loaded. The status bar and button bar consume an additional 13.34% of screen real estate. This leaves users with less then 75% of the screen for viewing content. The obvious answer: you want to maximize every available pixel when your page loads by buying back the space taken up by the address bar.
Process and results after the break...

Process:

Using a list of MyBrandz rank of the top 50 most loved brands from 2010, I conducted the following procedure for each brand:

Using the Safari browser, conducted a Google search
Selected the brand from the Google search results page
Waited for complete page load before capturing a screenshot and conducting analysis
Determined if result was a mobile specific site
Observed if an automatic scroll on the Safari browser... Read more