Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
Scores of pundits and prognosticators awake and arise this time of year from their marketing crypts to make predictions, outline scenarios on what they see as hot digital marketing trends for the upcoming year. And we see a lot of those aforementioned terms – and others – you know what some of them are - year-after-year, being bandied about and re-purposed.
To use some pirate vernacular, “arrrggggghhhhhh!”
All good-intentioned, most impart a lot of useful info-nuggets but it’s easy to get lost in the morass.
So is there anything really interesting that might help drive awareness of products/services, and ultimately sales next year?
Internet Retailer recently did a search marketing survey (full results being published in November) from mid-September to mid-October encompassing responses from 95 participants; about two-thirds identified themselves as working for web-only retailers.
Some interesting survey snippets:
• 46.2% reported increased traffic to their e-commerce sites over the past year through natural, or organic search;
• 32.9% generated at least half of their online sales through their paid search and organic search programs combined;
• 40.3% said their search marketing budgets increased over the past year;
• 53.3% said they would increase their pay-per-click search spending... Read more
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…
It likes simple choices
It has no patience
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)
Feed (we need to eat to stay alive)
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
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
Holiday retail season is almost here! Bring on Chrismukkah, Cyber Monday and Festivus! Soon, many companies will start to offer an array of discounts to boost their holiday sales. Offering a discount is easy enough, but what type is most effective?