Oil Your Marketing Gears to Reduce Conversion Friction

Hands of mechanic, who lubricates car engine © Pavel Losevsky - Fotolia.com

On October 8, the “mechanics” at Marketing Experiments taught us a lesson that auto enthusiasts embrace – for optimal engine performance. we need to reduce the friction between moving parts. Just as oil is the blood of an engine, and has the major purpose of making parts move easier, marketing communications greases the passage of [...]

Optimizing PPC Campaigns by Better Understanding Connotation and Motivation

Two laboratory test glass containers with blue liquid test samples

On September 10, the crew from Marketing Experiments asked a very pertinent question: How can we change our Pay-Per-Click (PPC) ads to improve their impact? In classic Marketing Experiments fashion, the speakers presented multiple ads with slight variations in the traditional A/B test format. Below is an example of some of the ads they tested: [...]

Market Segmentation To Prioritize Prospects

group of white pawns, one red pawn over bullseye

Market segmentation, or how marketers divide their market, has changed over the last 30 years. New techniques, more powerful analytic platforms, and terabytes of data have moved market segmentation from an annual event to a real-time exercise. In a recent GreenBook webinar, Scott Laing of ORC International shared with the audience his take on how [...]

How to Showcase the Human Side of Your Brand in Social Media Campaigns

thumbs down, thumbs up

Social media networks have indeed revolutionized the way businesses approach their public relations, advertising, and marketing campaigns. With the quick and wide connection of these pages to millions of people online, companies have taken advantage of social media to market their products/services. However, in an attempt to make things easier, entrepreneurs often rely on tools [...]

“The 2014 State of eCommerce Marketing” Report

shopping cart

In QuestionPro’s monthly Google+ Hangout on Air online event series, I recently interviewed Sam Mallikarjunan, Head of eCommerce Marketing for HubSpot. The topic of course was eCommerce marketing. HubSpot conducted a survey on the ‘State of eCommerce Marketing’ and is releasing a report on the findings. The results were debuted on our Hangout. Some of [...]

Using a Balanced Scorecard to Focus Your Business on What Matters

balanced scorecard

Forget what you know about the Balanced Scorecard approach. Most guides don’t really get to the point, as all they talk about are the “four perspectives” that you need to have, business objectives, and KPIs. All that is important, but what is more important is a coherent approach to using these business tools. Goals and [...]

Drum-Majoring for Truth

To Thine Own Self book cover

The following is an excerpt from To Thine Own Self: Honesty in Marketing. According to a TV commercial, any of us could have availed ourselves of amazing bargains at K-Mart during the “Martin Luther King Jr. Sale.” Man, where to begin…? I won’t get into the usual debate about who has the right to use [...]

Researching Responsive Design’s Effect on Conversion

responsive design

In market research circles, and in the broader marketing arena as well, mobile has been crowned king. Much of the current fervor is being stirred up by trend followers who are simply reacting to what their colleagues and the media are saying about aligning marketing design for use on mobile devices including tablets and smartphones. [...]

Using Homophily For Social Network Marketing

Social Networks and their Economics cover

The following is an excerpt from Social Networks and their Economics: Influencing Consumer Choice. Published under license from John Wiley & Sons, Inc. One of the most common observations when analyzing social networks is that people who are connected with each other tend to be similar, whether this is because those who are similar connect [...]

Pater Semper Incertus Est

Cool is for Fools book cover

The following is an excerpt from Cool is for Fools: The Poetry of Marketing. Marketing outcomes never know who their fathers are. Despite efforts to quantify, to track, to measure, to assign parent-child relationships, to “go to the source,” and to “create real metrics,” marketers are confounded by a basic fact: In a complex world, [...]