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Do you build landing pages or trampolines?

Posted by Peter Platt on June 11th, 2010 at 7:01 am

Are your prospects taking the action you want on your landing pages, or are they exiting before taking action?  Thanks to Google Analytics “bounce rate” has become a common metric in evaluating web page impact.  So what do you do when you see a high bounce rate on your landing page? First off, don’t assume it’s the offer that’s wrong.
One of the common mistakes in digital marketing is assuming that users have enough information to make a decision and take action. Unlike traditional direct mail pieces, digital attention getters don’t often have enough room to tell the story. Unless you’re using rich media, banner ads offer limited opportunity to move a person to action, the same can be said for Paid Search ads, SMS ads and Tweets.  These methods are similar to the envelope in direct mail. They do just enough to pique the user’s interest, but they aren’t going to make the sale. You need to make sure your landing page (or micro site if necessary) fills in the details necessary to encourage the prospect to interact.
It’s also important to let users consume the content the way they want it, not just in the linear form you’ve imagined. One... Read more

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Posted in Creative Best Practices | 4 Comments »

Are cookies really that bad for you?

Posted by Peter Platt on May 16th, 2010 at 12:00 am

I consumed a lot of cookies today and didn't even realize it. They just magically appeared on my computer as I traversed from web site to web site.  Rightfully so, there's a lot of concern about how this cookie data is being used by advertisers, but there's an upside to consumers that's often overlooked.
Imagine surfing the web and only seeing ads for products that are relevant to you and your interests. No longer would I come across ads for diapers (my youngest is seven) or yogurt (I've never developed a taste for it). Instead I'd see ads for the latest Android Apps for my HTC phone as well as home improvement offerings (I'm a big DIYer). So not only would advertisers be getting to the right audience, but I'd also respond at higher levels and learn about new things that should be of interest to me. I might even appreciate the ads! It's a win for both sides.
In addition to a better experience, I also enjoy the fact that the bulk of the content I read online is free. Sure I have to pay for access,... Read more

Posted in Targeting | 1 Comment »

Just what are you measuring anyway?

Posted by Peter Platt on January 15th, 2010 at 12:00 am

Ever since the first banner ad appeared and asked the question "Have you ever clicked your mouse right here?" (AT&T ad on HotWired in 1994), agencies and marketers have tracked and talked about the click...but is that really a valuable measurement?
Now, before I raise too many hackles, I do believe that clicks are an important metric, but it's a relative measurement and doesn't necessarily equate to business success. I recognize as an agency, we really only have one goal— helping our clients' businesses be more successful. If you lose sight of that, you might as well get into a new line of work.
So what should we be measuring? Business impact, of course. As digital marketers, we need to expand our range of metrics. We can't just stay in our safety zone by focusing on impressions, clicks and engagement (try to tie that to a business goal). Spend a little more time with your analytics team, you'd be surprised at how much more you can learn by taking your metrics to the next step. Changing your mindset from clicks to conversions is the first step, but don't stop there; there are  lots of other things you can track.

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Posted in Media Planning & Buying | 1 Comment »

Don't Strike the Captain Morgan Pose in Social Media

Posted by Peter Platt on November 24th, 2009 at 12:00 am

While reading the recent stories about Captain Morgan's guerrilla marketing effort with the NFL, I realized that we're often tasked with similar objectives for developing social media campaigns. There are huge audiences out there actively communicating and brands want to be part of the conversation, but is inserting our message really the right approach?
A quick background for those of you who missed the news...recently, Captain Morgan created a promotion to provide donations to charity for NFL players who struck the Captain Morgan pose after completing a touchdown. Quite honestly, this was a brilliant concept, in perfect alignment with the brand, provided support to a good organization and was intended to make a significant brand impact in front of a lot of people.  But the problem with this was that the NFL does not allow players to do any promoting on the field during a game.
Why is this territory protected? The NFL thrives on advertising and sponsorships; there are plenty of great places to put your messaging surrounding games--tv commercials, on the scoreboard, throughout the stadium, even flying overhead, so why not in the game? It's pretty simple. When you bring marketing campaigns onto the field, you distract from the game,... Read more

Posted in Social Media | No Comments »

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