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dinsdag 19 juni 2007 |
Search Engine Watch
Google Analytics Evangelist Talks V2.
I wanted to dig in a bit and help listeners understand more about the power of Google Analytics so I interviewed Avinash Kaushik, currentedly listed as Google's Anaylytics Evangelist and author or Occam's Razor blog. on the Duct Tape Marketing podcast.
Kaushik is the also the author of the book Web Analytics: An Hour A Day, published by Wiley.
This free service just keeps getting better and our discussion highlighted a couple features that I was not that familiar with and I consider myself a bit addicted.
1) Site Overlay - Pick a page and the tool will show you link by link click rates on a copy of your actual page. This type of visual really drives home user patterns.
2) Goals - Setting up paths that you want users to take and then tracking how they get to and take a desired action or goal.
If you're just getting started or want to know more about how to V2 read this article: Google Analytics Is Re-Launched: Do These Five Things First In V2
10:56:43 PM 
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Duct Tape Marketing
What's Your ROI on Sales Tools?. Marketers spend a lot of time and money creating messaging, tools, and training for salespeople. Unlike lead-generation campaigns and demand-management programs, where you can track impact on suspect, prospect, and customer activity, our "sales support" investments are much harder to measure.
But, the day of reckoning is near. We are going to have to demonstrate an ROI for this big-dollar budget item.
6:51:24 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
How to Avoid Green Marketing Myopia. In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished.
Smartly, Philips reintroduced the product in 2000 under the name "Marathon," to emphasize the bulb's five-year life. A new design offered the look and versatility of incandescent bulbs. Marketing communications promised $20 in cost savings over the life of the bulb, and an Energy Star seal emblazoned on a redesigned package provided credibility. This new value proposition triggered sales growth of 12% in a flat market.
Philips's experience provides a valuable lesson in how to avoid the common pitfall of "green marketing myopia."
6:51:24 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
Ten Tips for Perpetual Career Management: Forget the Corporate Ladder. The ladder is the most enduring metaphor for career advancement, yet it is no longer constructive to think of your career progression as climbing a ladder.
In today's dynamic knowledge economy, this sporadic, effortful approach to career management isn't the most effective. Instead, you have to kick over the ladder and view your career climb as a ramp.
6:51:23 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
The 'Secret Recipe' for PR Success. PR success isn't mysterious. It comes down to a mix of old-fashioned research, savvy trend-watching and good people skills. It is the age-old talent of telling a good story. That's really the essential difference between PR and advertising.
Here's the "secret recipe" for telling your business story through public relations.
6:51:23 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
How (and Why) to Centralize Your Email Marketing. Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact loses, because all three emails came from the same company and hit the inbox on the same day. There's a message here. Need to get a handle on the new tricks of the direct marketing trade with e-communication in the mix? Get this template now.
6:51:22 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
Truth Is the New Lie. In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not anymore. Today, if you want consumers to pay attention, you had better be truthful.
And if you want them to fondly remember your brand, you'd better be emotional.
6:51:21 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
Have We Lost the Ability to Write Comprehensible Copy?. Everyone has heard the common complaint that America is becoming less literate, but the onus for this alleged circumstance is nearly always placed on the reader (or, rather, non-reader) instead of where it often belongs: the writer.
Many professional writers seem to have lost the ability to write clear, comprehensible copy that instantly communicates its point. That's especially worrisome in advertising, which depends on quick communication for its effectiveness.
6:51:19 PM
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Marketing Profs - Concepts, Strategies, Articles and Commentaries
Duct Tape Marketing
Small Business, Big Dreams.
Super hot retailer IKEA just launched a web site for business folks - IKEA Business - a better life at work.
To generate interest in the property and have a little fun they are holding a Main Street makeover contest that asks small businesses to send in a video nominating their business for a make over. The nice twist in this case is that the entries are to include reasons why your business AND your community deserve to win - if you win, a team of designers will descend upon your town with great ideas and furnishings for up to 10 businesses in your community.
What, you don't have a video camera? Never fear, Duct Tape Marketing to the rescue. I've added a contest inside a contest. One lucky Duct Tape Marketing reader will win a way cool Flip Video camera to use to shoot their entry for the Main Street makeover contest. (Full disclosure: IKEA's PR firm gave me the camera to give away.)
Here's what you do to enter to win the camera. Send me a photo of your best use of duct tape in a "business" setting. (Using duct tape to remove hair on any part of your body is not a business use.) How are you using a little duct tape to keep things together?
Photos must be submitted by June 30. Send to john@ducttapemarketing.com Winning photo will be chosen by me using no particular method and displayed with full credit here. Two runners up will receive a copy of my book, Duct Tape Marketing.
So, get snapping already!
6:51:10 PM
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Duct Tape Marketing
© Copyright
2007
Carl Manz
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