Why marketing attribution continues to be a problem

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. 

Don’t have a mobile website? Why the new iPhone7 should make you worry

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”

3 questions to ask and decide how much to spend on Google AdWords

Our readers ask How much do I spend on Google AdWords? An earlier post provided the strategy answer and this post presents three questions to ask for coming to a better decision. Here are the questions to ask: What were your inquiries before AdWords? Before AdWords you were getting inquiries. These inquiries could be fromContinue reading “3 questions to ask and decide how much to spend on Google AdWords”

Why value and relevance is so important in Google AdWords and Email Marketing

As Google AdWords users already know the link between keywords—>ad text—-> landing page needs to be really tight and focused on giving value to your customer who is searching. Thus someone looking for “mother’s day roses” should be ideally seeing an ad that says “mother’s day roses ” and lands the visitor on the rosesContinue reading “Why value and relevance is so important in Google AdWords and Email Marketing”

Don’t organize your website by your organization structure: 5 tips for effective website stuctures

The organization chart seems to be an important driver for organizing websites. This reflects “inside-out” thinking rather than “outside -in” Thus you will see websites organized around departments. A prominent flower website has the URL that is organized in typical industrial era format, for e.g. xxflowers.com/categories/valentines ; xxflowers.com/categories/wedding  ; xxflowers.com/categories/anniversary One wonders about reasons forContinue reading “Don’t organize your website by your organization structure: 5 tips for effective website stuctures”

Think Web page not website for PageRank AdRank and SEO

Think about it,whatever way you arrive at a website – you really arrive at a particular page of a website(see an earlier post Your website does not rank on search engines -your web pages do). Sure, if it is a brand you deal with often (say Amazon or Expedia) – then you just type theContinue reading “Think Web page not website for PageRank AdRank and SEO”

Five Tips to align your Website content to your Annual Report

A recent LinkedIn post discussed how there seems to be significant differences between what the biggest companies say on their websites and what they put out on the annual report. Naturally, the annual report is the more recent management thinking on all matters of the organization. In the pre-Google world one could argue that theContinue reading “Five Tips to align your Website content to your Annual Report”

What Google AdWords cannot do for you: Customer Engagement

A question that we get asked often is : ” Can Google AdWords help us get customers?” Our short answer is “Yes” and then in deeper discussion … the but –starts coming in. Google AdWords (or any other form of advertising for that matter) cannot engage your customer after they arrive at your website. WhatContinue reading “What Google AdWords cannot do for you: Customer Engagement”

Why and How you should track your email marketing campaigns in Google Analytics

Compared to direct mail, email marketing is much easier and far less expensive. However, observe the time it takes you to open a direct mail credit card piece from a major hotel (pictured above)… our guess is at least 10-15 seconds to find the letter opener and open the envelope, 5 seconds to flatten outContinue reading “Why and How you should track your email marketing campaigns in Google Analytics”

B2B Buying Center members getting younger

If you have enabled demographic reports on your B2B marketing website in Google Analytics, you would have noticed it: there are lots of visitors from the 18-24 and 25-34 age group.  We would not be surprised if you sell some non-glamorous industrial product (eg. valves or switches.. with no offence to readers from these industries)Continue reading “B2B Buying Center members getting younger”