Privacy: Direct Customer relationship data is more important than ever

Mailing list providers were the original third party cookies. They gathered contact details of different demographics and you could buy lists to mail (junk mail) to them.

Why Apple privacy hurts display ads more than search ads

iPhones have over half of the US market and tend to have customers who have higher incomes. It turns out that only between 16% -37% of iPhone and iPad users allowed apps to share data.

Doctors with Fake reviews? Why big data can solve the problem

This post explains why businesses and customers look for 5-star reviews, how “fake it till you make it” works for companies and individuals, Why in the digital big data world, fake reviews will be found, and finally some tips to protect yourself; in the meanwhile, from fake reviews.

Customer Journey,CRM and Advertising Goals

The trouble is that most businesses and their leaders don’t seem to fully appreciate the value of long term customer relationships. “New” customers sound more sexy than “Old” customers. On a lighter note, Tinder sounds more exciting than eHarmony. Our marketing academic audience knows about the 1987 seminal work by Dwyer, Schurr and Oh whereContinue reading “Customer Journey,CRM and Advertising Goals”

Why do Google Search Ads work?

There is lots of material online that explains how Google Search Ads work. However, we could not find much content that explains why Google Search Ads work. Hence this postThink of every time you search for something on Google. You are curious to find out more about something. To us this is the holy grail of marketing and sales because your mind has started on the customer journey. Other forms of push advertising (Display ads, Video Ads, TV Ads, Direct Mail, Billboards) are trying to put you in a frame of mind to ignite your interest in at least the product category.

Getting the word out: Google Display Ads vs. Facebook Ads

At the early parts of the sales funnel you are trying to build awareness about your brand. Your target market needs to know that you exist. You need to get the word out.Popular choices in digital marketing is to use Google Ads and Facebook Ads that are both great in getting the word out. For this post we stick to Google Display Ads and exclude Google Search Ads. For search ads work better for lower parts of the sales funnel. By the time someone searches for something (eg. ‘Cheap flights to Paris”) you can be sure that the person is now looking for a specific destination. When your search ad pops up that mentions “Cheap flights to Paris” it becomes very likely that the searcher clicks on the ad to check out what your landing page has to offer.

Gentle messages when people may not care as much for the environment

Social Cause marketing is something that all nonprofits are trying to do.Companies with strong CSR (Corporate Social Responsibility) programs similarly advertise for causes as do Governments. Generally, the marketing and advertising community takes a cue from commercial sales methods of “asking for a sale.” Thus you will see TV commercials and internet ads that exhort you to “Donate Now”.It turns out, that an in your face” assertive message can backfire when a section of your audience does not care deeply about your cause.

Free tracking of digital clicks to your store

With COVID vaccines all US businesses are hopeful that the pandemic will soon be behind us. Empty stores will be full of customers again!

It turns out the the smallest business with a physical storefront can now track ads from click to in-store purchase. Yes there is some work involved but all the data and analytics is free- for the Google ecosystem. For our variety of dear readers we discuss 5 different scenarios that would apply to your situation as a store owner.

AIDA sales funnel and the buyer’s journey to purchase

Businesses tend to wonder about the effectiveness of their advertising spend in terms of what they actually sold that could be attributed to advertising.To understand how advertising works its useful to look at the hierarchy of effects AIDA sales funnel credited to Advertising Hall of Fame member Elias St. Elmo Louis in 1898. No that was not a typo and check out the history of this kind of thinking called Hierarchy of Effects in the article by Barry (1987).

This post was originally published on April 22, 2014. We have many readers asking about the connection between the AIDA sales model and the Digital Customer Journey or Digital Buyer’s’ Journey. We are delighted to update the original post on March 5, 2021. We hope that this will help all businesses come back after COVID as customers go through their AIDA process online.

Segmenting,Targeting and Postioning vs.Google AdWords Account Stucture

The Segmentation,Targeting and Positioning (STP) topic in Marketing is one of those early marketing topics. Once you have figured out what your market offering (product) provides as “value” to your prospective customers- you need to start figuring out your market segmentation, targeting and positioning(STP). Here is a way to think about STP vs. the Google AdWords Account Structure:

[Note: This post was originally posted on May 7, 2015 and is updated on February 24, 2021 due to the interest of our dear readers. An additional section on “Funny Competitors” is added to cheer up our readers as we come out of the pandemic!]

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