A common question we get asked is : “How do we get into the “consideration set” of our target market?” The consideration set is the number of brands the customer will consider buying and is also called the evoked brand set. If your customer is looking for your product or service, your brand must comeContinue reading “If you are not in it – you can’t win it: Advertising and the “Consideration Set””
Category Archives: Web/Tech
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”
Why treat your Digital Advertising spend as an unused Gym membership fee?
Just as the holiday season is getting underway in the US with multiple parties to attend, people are eating and drinking more than they should. At this time 2015 seems just round the corner and everyone is firming up the "join the gym" resolution for 2015. Wait… you realize that you already pay a monthlyContinue reading “Why treat your Digital Advertising spend as an unused Gym membership fee?”
How do Google Ads start appearing almost immediately upon launch?
A recent LinkedIn post What exactly is a web landing page and why it won’t help your SEO (… psst content will) leads to the question about how is it that Google is immediately able to launch your advertising be it search , display or video ads within YouTube. Here are some thoughts: Google SearchContinue reading “How do Google Ads start appearing almost immediately upon launch?”
Free Brand Awareness on YouTube: Add a 3 second clip of your brand
If you got your brand in front of your audience, before they skipped, there is data that supports that many YouTube viewers would simply search the brand later and arrive as organic visitors on your website. In other words, folks would simply skip the Ad in 5 seconds and get to the video content that they want to watch. If you can get your brand and URL to them in the first three seconds, it would help- a lot
American Time Use Survey 2013 : Where is Computer, Mobile use?
Today a TV announcer was hesitantly happy that Americans are reportedly watching 2.46 hours of TV a day, (up 11 minutes) from 2003. This from the Wall Street Journal story about the 2013 American Time Use Survey (ATUS) of the Bureau of Labor Statistics, US Department of Labor. The hesitation to celebrate, that TV isContinue reading “American Time Use Survey 2013 : Where is Computer, Mobile use?”
Why are TV ads encouraging you to research online?
In the last few days TV ads have been airing that encourage you to research on-line. Finally TV advertisers are acknowledging that in many product categories, customers are unlikely to move without on-line research. So which are these path breaking TV Ads that have come out openly – encouraging research by consumers? The first adContinue reading “Why are TV ads encouraging you to research online?”
2014 Yale Customer Insights Conference takes stock of the Digital Age
As expected the 2014 Yale Customer Insights Conference (#YaleInsights14) last weekend turned out to be hugely useful as it took stock of the Digital Age. Billed as "where leading thinkers and doers come together to advance the knowledge frontiers of evolving customer behavior" … this time all the practitioner (doer) talks were on Friday alongContinue reading “2014 Yale Customer Insights Conference takes stock of the Digital Age”
RadioShack and now Staples: Five steps for retail businesses in the Internet Knowledge Economy
That Staples will close 224 stores by the end of the year is shocking just after the news that Radio Shack is closing 1000 stores. Shocking because a way of life in American strip malls and malls is changing- just as a Dollar Store replaced Circuit City a few years ago at our nearby Mall.Continue reading “RadioShack and now Staples: Five steps for retail businesses in the Internet Knowledge Economy”
Do not “spray and pray” with keywords in Google AdWords
Keywords are what you pay for in Google AdWords. You do not pay for your Ad that is displayed (called impressions). If someone clicks on your ad, the keyword that triggered the Ad is what you pay for. But first the "spray and pray" phenomenon. The term "spray and pray" has lots of non-military usesContinue reading “Do not “spray and pray” with keywords in Google AdWords”