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Andy Wooles, LinkedIn

WSI - The Power of Many

Last weekend, WSI held an international conference in Birmingham, UK. It brought together over 140 WSI internet consultants from the UK  and the rest of Europe, South Africa, the US, Canada and even Panama.

The opening keynote address from Google set the tone for the whole meeting by focusing on the challenges of marketing to people [...]

Do you market to prospects some of the time - or all of the time?

In the keynote address at the WSI Conference last weekend, Google made this interesting observation:

- Most companies focus their interent marketing on being found when prospects are searching.

-BUT most people spend 95% of their online time ‘beyond’ search!

As another speaker stated in a subsequent session, internet users spend most of their time surfing sites and [...]

Should you be interested in website activity or results?

Ask most people running a business whether they focus on activity or results, and most will be results-orientated. They measure things like profit.

So it was interesting and disturbing to read a recent survey published in eMarketer of senior marketing executives in the US. They were asked which web site measurements or metrics were of most [...]

Who does your internet marketing target and why?

All marketing activities are usually aimed at one of four groups of people, according to a recent post from Seth Godin:

Strangers – customers to be, but not yet
Critics –  those that would speak ill of you, or need to be converted
Friends –  those that might have given permission, or even buy now and then
Fans – [...]

Is a Brand just the result of good design?

There is often talk about “brand values” and “protecting/building a brand”, but what is a “brand” in today’s digital economy. And is it just the result of good design work?

Seth Godin’s definition from a recent blog post is :
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for [...]

Two Important Marketing Questions

Do your marketing messages tightly target your customers? Are you using laser sights or just a scatter gun approach hoping to hit something?

There are two simple questions to consider when building your marketing messages.

1. What is your customer’s underlying needs?
Ask them! Ask the people who talk to them – particularly customer service. What questions do [...]

Social Media Marketing – Cheryl Cole style

Cheryl Cole’s solo album went on sale last weekend with much press coverage and hype.

However its immediate success was down to a very broad and carefully managed marketing campaign spread across the social media. From My Space to Bebo, and Twitter to MSN, Cheryl Cole was very active interacting directly with her fan base and [...]

Why do people abandon shopping carts?

Every day, shopping carts get abandoned on e-commerce sites. On many sites, its not unusual for 70% of visitors to start shopping and then just walk away.

These are lost opportunities and can be a major drain on marketing expenditure. So why do they/we do it?
A survey earlier this year by PayPal and comScore highlighted 7 [...]

Google Automatic Translation – Good or Bad?

Do you want your website to be understood in 51 languages?

At the end of last month, Google quietly announced its website translator gadget which can be added to your site.

Then when people visit your page, if their language (determined by their browser settings) is different to the language of your web page, they’ll be asked [...]

Listen to your customers

How do your customers describe your product?

Most industries have a rich vocabulary of technical terms and descriptions, which have evolved to aid clarity and improve efficency of communciation inside that industry.

Unfortunately, most customers do not understand that vocabulary, they may put a slightly different interpretation on words, or even use completely different words to describe [...]