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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 [...] 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 [...] 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 [...] 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 : 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? 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? 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 [...] 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 [...] |
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