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.

How much should I spend on Google AdWords ?

How much should I spend on Google AdWords? is a question that we get asked very often. Earlier this blog provided a strategy answer.

[ Note: This post was originally published on October 28 , 2014. Due to the great interest of our dear readers and many changes in the digital landscape the post is updated on March 2, 2021]

Since we are happily at the vaccination stage of COVID-19 we can expect that life will return to normal in the not too distant future. However, we all realize that buyer behavior for both consumers(B2C) and businesses (B2B) has changed forever. With the huge adoption of online research and buying with COVID lockdowns and stores closed the public has become far comfortable with online commerce.

Why are impressions free in Google AdWords advertising?

Contrast the PPC model to all other traditional advertising  models like TV,Radio,Newspaper, Billboard or even Direct Mail. You pay for impressions (or potential views called Cost per Mille – CPM ) without really knowing if your prospect actually saw your ad.

Is your Value Proposition Authentic?

Before the Internet and Social Media you needed to have a team dedicated to dealing with public relations.

Why marketing is about customer value – and not social media

Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.

B2B opportunities after COVID

States like New York have started to reopen after reaching low COVID infection rates. Here are some thoughts about opportunities for B2B marketer:

Happy July 4th: Why think about life after the COVID Pandemic?

Tomorrow is July 4th, 2020 the American Independence day.  July 4th is the American Independence Day and a day of hope and freedom for people.Due to the recent spike in American coronavirus cases, traditional firework displays have been cancelled in regions where there is an upsurge of cases. However, there are some options to watch fireworks  and here is a nice list of virtual fire work displays. Here is our July 4th post from 2008, in the midst of the great recession.
It’s really important to start thinking about life after the global coronavirus (COVID) pandemic…. because like the great recession, we will overcome this.  Here is why we should all be hopeful this 4th of July:

How work-life will change after coronavirus

With the experience of  coronavirus COVID 19 lockdowns work-life will change forever. . With 91% US kids at home parents are spending more time than ever with children. Some parents have jobs that allow digital work and these folks are so lucky. Then there are the  struggling 25 million unemployed in the travel, tourism, retail and any type of jobs that require a physical presence. At the other end of essential workers are the beleaguered medical worker, true heros, who show up every day to work. No less valiant are factory workers, grocery retail workers, law enforcement folks who are keeping essential services working. For everyone in each of these situations the pandemic has been trying as the USA tries to reopen. Going forward here is how work life will change:

Coronavirus: Why is the panic so acute?

It’s hard to remain calm when one was expecting the Dow index to cross 30k and it’s in the 26K range. – in a matter of days despite interest rate reduction.. If the Louvre museum is closed and Mona Lisa has a mask things are getting serious. Coronavirus is dangerous but the panic is even more dangerous.

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