'Targeting' Category

Startup Marketing Conference: Conversion Hacking The Brain

Posted by Kent Lewis on October 23rd, 2014 at 2:16 pm

One of the Godfather’s of landing page and conversion rate optimization, Tim Ash, CEO or SiteTuners, kicked off the afternoon sessions at Startup Marketing Conference. He felt obligated to start at the bottom (of the brain), as it affects how we design successful LPO/CRO campaigns.
For starters, your reptilian brain is…

Lazy
It likes simple choices
It has no patience
It’s automatic

And we as human animals survive by following the four F’s:

Fight (within seconds of meeting people, we figure out how we would kill them)
Flight
Feed (we need to eat to stay alive)
Fornication

Then Ash touched on how your brain actually works*:

Is it dangerous? -> Deal with it or, if yes…
Is it novel? -> Ignore it, or, if yes…
Consciously explore it.

*95 percent of our actions are pre-conscious.
Then Ash revealed The New Sales Funnel:

The Brain Stem
Limbic System
Neocortex

The goal is to make sure consumers have a small number of clear choices. He adds a caveat in regards to The Long Tail, where more choices are better, but only for specific situations (like looking for music, a book or movie). It doesn’t work when making business decisions (whether it be a pen or marketing automation platform). Here are a few LPO/CRO strategies:

Remove similar choices (they are distracting) and keep it... Read more

What Mobile Marketers Can Learn from Stitch Fix: Personalization is not an Art but a Science

Posted by Glenn Pingul on October 2nd, 2014 at 2:07 pm

There’s a major misperception around personalization when it comes to marketing. Once attributed to highly complex, and often costly, B2B targeting, this concept of designing or tailoring something to meet each individual’s needs or preferences has become a bit muddled in the B2C space.  For many marketers, ‘personalized’ has become a label used synonymously with any campaign employing customer data.  But let’s be clear, having data is not enough when it comes to effective personalization.
In this world of mobile dependency, marketers have the perfect opportunity to capitalize on the value of delivering personalized experiences.  Yet the challenge of knowing when and how to act is often a major barrier to adopting a more personalized approach.
One company that has caught my attention – and my wife’s wallet – is the Bay Area startup, Stitch Fix, which claims to be ‘the first fashion retailer to blend expert styling, proprietary technology and unique product to deliver a shopping experience that is truly personalized for you.’  Essentially, you fill out a style sheet, and they have a stylist select five items which are delivered to your doorstep.  Then you simply buy the ones you like.  As my wife continues to remind me, working moms... Read more

Car and Truck Makers Need to Emphasize Their Vehicles Are Digitally Safe

Posted by Neal Leavitt on September 29th, 2014 at 3:09 pm

Watch any NFL game on Sunday, Monday, Thursday, and you’ll see a bevy of commercials espousing that a given car or truck model is sleek, rough, tough, cool, fuel efficient, family-friendly, sporty, ad nauseum. Adjectives like these are music to a car/truck marketer’s ears.
What you don’t see or hear very often is that hackers continue to pose a threat to all sorts of vehicle models – and even smart charging stations for electronic vehicles (EV) may be vulnerable to hacking. Granted, there haven’t been any major security breakdowns and security professionals say that auto manufacturers are making inroads in improving software security. In fact, Andrew Brown, chief technologist for Delphi Automotive said recently that “quite honestly, the vehicles, systems and components today are quite robust and resistant to cyber-security threats. But that doesn’t mean it’s 100%.”
Added Ed Adams, a security expert:
“There’s an awful lot of code throughout the entire supply chain, not just with the auto manufacturers, but with the infotainment systems and applications like Sirius and Harmon. The fact of life is that software is flawed.”
Cheryl Dancey Balough and Richard C. Balough, co-founders of Chicago-based Balough Law Offices, LLC, said today’s cars have dozens of electrical control... Read more

5 Reasons Your Marketing Is Failing

Posted by Morgan Sims on September 4th, 2014 at 12:10 pm

A good marketing program is an important part of what drives a business to succeed. Developed correctly, your marketing program can help ensure you attract the right customers and keep them happy or years to come. But when a marketing program is done poorly, not only will it not attract customers – it can wind up driving them away.
Marketing guru Seth Godin defined marketing pretty succinctly: "Marketing is a contest for people's attention." If you understand the contest rules and follow them throughout your campaign, you can do well – really well. Unfortunately, all too often marketing departments miss significant opportunities by a few common mistakes. Learn to recognize and avoid these errors and you'll already be way ahead of much of your competition:
1. You're selling too much.
One of the most common mistakes companies make in their marketing campaigns is selling too hard. It's true – your marketing program should be focused on promoting your product or service. But nobody likes to be inundated with "hard-sell" sales tactics. The most effective marketing programs sell gently, through a process that begins with gaining the customer's trust and evolves over time, helping them see you as an ally that can help solve... Read more

Up Up and Away: Commercial Drone Market Ready for Take Off

Posted by Neal Leavitt on August 30th, 2014 at 5:21 pm

Drone proponents prefer using the term Unmanned Aerial Vehicle (UAV) or UAS for Unmanned Aerial System (latter term includes the entirety of the flying vehicle and the ground-base communications connection connecting the two). Whatever your preferred verbiage is, drones are poised to become a huge global business and the aerial devices are going to have a significant impact across a wide variety of industries.
Historically, the military has been the biggest user/purchaser of drones; The Wall Street Journal estimated that the U.S. military spent about $3 billion on drone programs in 2012. And many aerospace companies continue to develop highly sophisticated machines that are lightweight and easy to assemble/launch.
Columbus, MS-based Stark Aerospace, for instance, recently rolled out ArrowLite™, a small UAS system that supports the U.S. Army Hunter MQ-5B UAS. It weighs less than 7 lbs. and can be assembled and hand-launched in less than 90 seconds.
Looking beyond the military, commercial drones will soon take on much larger roles for businesses and even for individual consumers. BI Intelligence, a research service from Business Insider, estimates that 12% of an estimated $98 billion in cumulative global spending on aerial drones over the next decade will be for commercial purposes. ... Read more