Tagged 'engagement'

Tell Me the Story of a Log Splitter

Posted by Benjamin Taylor on December 21st, 2015 at 4:09 pm

Businesses are too often controlled by accountants. Fiscal responsibility is important, but businesses fail when short term profit motive is allowed to gouge the beating heart out of a business. Long term goals, core values, and human engagement, all of which may be responsible for the company's appeal and identity, do not become dispensable just because they are not directly bringing in money. The reason I bring this up is because we have a similar tendency in marketing when it comes to measuring return on investment (ROI).
My job is content. If I want my work to be valued, then I need to bow to the almighty Greenback and show my boss the money. My work needs to have a demonstrable short term ROI. I've worked for a handful of companies, and I've looked at the work of hundreds of competitors, and it looks very much like this is the prevailing strategy in web content today. We need to turn away from this. It's incredibly shallow marketing for shallow business owners, and if you want your business to succeed in the long term, then you need to think much bigger.
I have published several posts on this blog about our need to step... Read more

The Long View of Customer Experience: 4 Stages of Engagement

Posted by Greg Kihlström on September 29th, 2014 at 7:08 am

This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement.

When we talk about the long-view customer experience model, we are referring to a customer “pathway” that has the following steps:

Awareness

Perception

Engagement

Action

AWARENESS
The first stage and foundation of your customer’s experience with your brand , the goal of awareness is not a monetary one. The goal of this stage is to increase name and product recognition in the eyes of your target audiences.
At this point, we are not concerned about sales in the short term but instead with saturation on the channels your audience uses and ultimately name recognition, along with being top of mind with consumers.
Its Evolving Role
In traditional advertising, “awareness” was many times enough to drive product sales. With less variety and therefore less need for focus on niche marketing and audiences, in the Mad Men era of advertising it was often enough to have good television and radio advertising coverage in order to drive sales.
As we as a society have adopted... Read more

Will Infinite Scrolling and Lazy Loading Help Publishers?

Posted by Roy de Souza on September 18th, 2014 at 9:45 am

If there’s anything that can convince you that times are changing –again–in the online advertising business, it’s the relatively new practice of “lazy loading” pages. Unless you’re deep in the weeds of the business, you may not even know what this term means, but it is a new way to make pages load faster, and ironically may also be a way to make ads more visible.
In the old days of web design, the job of a good browser was to load an entire web page at one time, no matter how many outside calls and redirects the server has to make, as quickly as possible. Even if the user isn’t on that part of the page, the browser would load it anyway. That’s why everyone demanded to be above the fold.
But web design has changed. Now there’s just in time loading, or “lazy loading,”  a relatively new method of web design that renders the page on an as-needed basis,  only when a user is scrolling down to that piece of content.
Lazy loading pages are perfect for our InView Slider formats, which work especially well on web pages that are designed for infinite scrolling (which most new high traffic sites favor.)The content... Read more

Facebook’s Algorithm Change: It’s About Engagement, Stupid

Posted by George Potts on December 4th, 2013 at 4:39 pm

George Potts, Brunner's VP-Director of Social Media, talks about Facebook's recent News Feed algorithm change and what it means for brand marketers. It's about engagement, Stupid.

5 Signs Your Online Customers are Cheating On You

Posted by Mark Simpson on March 26th, 2013 at 1:47 pm

These days, consumers have more choices, more incentives and more reasons to comparison shop for the best deals out there.