The backstory starts in the pre-internet age when sales folks were very reluctant to adopt technology because they wanted to keep their leads to themselves. After all, commissions were earned depending on who “closed” the sale. Similarly in direct mail and catalogs, the coupon code and a mailed in order identified which mailing worked. As digital and internet marketing developed, the legacy metrics were adopted and “last click attribution” became important. If you think about it “last click” or the ad that you clicked mirrored the “sales closing” and fitted neatly with the old direct mail coupon code model. All you had to do was to put a code on the ad, email and upon checkout just match the ad to the transaction and “Eureka” you had attributed the ad spend, specific email or ad to the purchase.
2019 has rolled in and understanding the digital assault on Brands is timely.Brand owners don’t seem to Google their own brands. How could many brands with 1.5 star reviews still be in the market? Our guess is that managements don’t seem to checking. If they checked, they’d find solutions to this brand fiasco.
The days of information asymmetry are over. Information is no longer power. And Google and other search engines are just getting started. The notion of the used car salesman trying to sell a “lemon” is a relic of the pre-internet era. Today, the entire history of a used car is available to consumers through servicesContinue reading “Educating the customer is a central task for marketers”
A landing page is a specific page on a website where a web visitor “lands”. Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to your web-page or landing page in two ways a) through your content based SEO or b)Continue reading “Landing Pages for SEO vs Landing Pages for Advertising”
You are making sales calls and some customers are unresponsive even after initial conversations. It is quite possible that these people do not have the problem that your business solves. They haven’t yet Googled about the problem you solve! For people are looking for solutions to their problems and all businesses exist to solve customerContinue reading “If they haven’t Googled about the problem you solve …”
What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The “search terms” report in Google AdWords is an amazing way to do just that. The search terms report tell you exactly what your customer typed on the Google search bar. The search termsContinue reading “What are your customers searching for? – The Search Terms report in Google AdWords”
It’s useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce: Brand Building: Brand building is more at the upper end of the sales funnel. The purpose of the advertising is to build awareness and inform the potential customer in the target market. A great way to understand howContinue reading “Why web advertising for e-Commerce is different from Brand Building”
To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features: Why do businesses buy? No business buys a product or service for pure “fun”. All business purchases are for a business purpose. These would include buying machineryContinue reading “B2B Marketing with Google AdWords”
The iPhone 7 launched yesterday. The biggest buzz is about the wireless headphones and the removal of the headphone jack.One more urgent reason to make your website mobile friendly. (plug your website URL to the Google Mobile Friendly Test tool to see if you are already mobile friendly). But first more about the iPhone 7Continue reading “Don’t have a mobile website? Why the new iPhone7 should make you worry”
It’s hard for mothers to accept that “everyone” will not like their child. And here is a clip from Seinfeld to explain your mom’s position. Surprisingly, numerous businesses and marketers seem to think like Seinfeld’s mother when it comes to understanding and accepting “market segmentation”. That everyone will or must like your brand. It isContinue reading “Accept that everyone will NOT like your brand”