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”
Category Archives: How Internet Affects Business
Marketing vs. Sales- What’s the difference?
The Marketing vs. Sales difference is a crucial one for all businesses to understand. To simplify: Sales is trying to sell what you have. Sales followed from the production era where in the early part of the 20th century, entrepreneurs like Henry Ford famously produced only one color of car (black) and could bring downContinue reading “Marketing vs. Sales- What’s the difference?”
Comparing the first date with the sales funnel stages
This is like saying that every first date from digital dating sites (eg. eHarmony) results in marriage. And the marriage analogy is huge in marketing theory. Our favorite is by Dwyer,Schurr and Oh (1987). They debunk the marketing myth of the”one night stand” in favor of the paradigm of”long term marriage.” Just as a marriage takes place after much due diligence on both sides, so does complex B2B and B2C purchases. Lisa Gevelber of Google explains how one customer searches 900 times, at different websites,before deciding to lease a particular car.Read: The Car-Buying Process: One Consumer’s 900+ Digital Interactions.
Why sales force compensation is over three times advertising spending in the US
You may not realize that US sales force compensation spending is over three times advertising spending. In 2006 sales force compensation was $800 billion, Meanwhile US advertising spend is estimated at only $187 Billion, in 2015. Sales is the world’s second oldest profession and its compensation is an evergreen question in sales  for thousands ofContinue reading “Why sales force compensation is over three times advertising spending in the US”
Five Questions to ask to maximize the impact of your digital marketing spend
Too many marketers don’t seem to consider their internal organizational processes as they devise digital marketing campaigns. The customer journey continues after reaching your website.Here are some quick questions to ask if you want to get more bang for your digital buck :
[ Note: This post was published on March 3, 2016. It is updated on March 8, 2021 with a new image and the idea that you really get customer impact when you consider her entire journey that includes after arriving at your website.]
Negative Online Reviews:Customers check “What’s the worst that can happen?”
Winter Marketing Academic Conference(#WinterAMA16) involved  a lot of discussion about the impact of online negative reviews on customers. Researchers have been doing massive work with lots of data to examine: Are negative reviews for your business catastrophic? There is cheerful news for all organizations who feel bad about a few negative reviews out there. Now,Continue reading “Negative Online Reviews:Customers check “What’s the worst that can happen?””
When no one else seems to be advertising online- look at search trends
It can be confusing when you search for your product category online – and don’t see any ads. Reminds us of the old story of two shoe salespersons sent to a remote island for market development. They find that no one is wearing shoes on the island.One of the salespersons is optimistic and one isContinue reading “When no one else seems to be advertising online- look at search trends”
Don’t organize your website by your organization structure: 5 tips for effective website stuctures
This post was originally published on February 22, 2016. Since then we have great interest from our readers on How to organize a website? We also look at various Google Analytics reports for different types and sizes of organizations and are surprised at how the website structure does not seem to address the interests of stakeholders. This post is updated on March 9, 2021 with a new image and some additional explanation. We hope will help all businesses improve their website organization to try and speak to each category of stakeholders. This should in turn improve the impact of all websites as we come out of the pandemic.
Peak-End Rule and Customer Experience
According to the peak-end rule customers think back on their experience in terms peaks and ending. Thus, if during a service encounter there is a delightful experience and the service experience ends on a positive note the overall recollection is positive. Such a customer is likely to refer customers, like your business on Facebook. It does not matter if there was a peak negative experience (as illustrated in the graphic) that is lower than the peak positive experience
India 7% growth rate: Ola,Uber and car pooling apps
Over the winter break India was an exhilarating and at times an overwhelming experience. The top growth rate of the world at 7% and young people moving fast in an ancient culture added to the exciting nature of the experience. Here are some examples: The Private Taxi Business is over and Ola and Uber haveContinue reading “India 7% growth rate: Ola,Uber and car pooling apps”