Yahoo has 196.6 million unique visitors each month. Yet Yahoo generated zero new revenue in 2013. My opinion: Yahoo CEO No. 6 (in as many years), Marissa Mayer, is hanging on by her fingernails. Any person with 196.6 million names unable to generate new revenue should seek some other line of work. What triggered this column was a Feb. 17, 2014 Time magazine story, "THE MAYER EVENT:It's crunch time for Yahoo's turnaround strategy."
It's no secret that analytics—related to your revenue, website, customers and brand—should be a cornerstone of any marketing program. Tracking external metrics such as leads, traffic and conversion rate is pretty much a given. But what about internal metrics? In a Birkman International survey, only one-third of the companies surveyed said they measured employee productivity. If your external metrics dip, wouldn't it also be as important to measure how productive your marketing department is at executing the programs on which the company relies?
For years, marketers have been tracking open rates and using this stat for everything from choosing the best time to send to validating the deliverability of a particular email-automation vendor; and well, everything in between. With more and more email being opened on mobile devices, Gmail caching images, and fewer recipients choosing to download images (perhaps accounting for as much as 40 percent of your audience), the open rate simply isn't what it used to be—not that it was ever all that accurate
If you're an employer that recognizes you need new digital direct marketing approaches, you may be apprehensive about hiring new talent. Here is an eight-step plan to install the right digital marketing groundwork before hiring that new employee to make sure you are both successful.
A catalog that keeps dead brands alive—memories of your grandparents' childhood—is Voice of the Mountains, published by the Vermont Country Store. Among the stuff they sell: Wooden Pick-up Sticks, The Original 1935 Monopoly Game, Zud Heavy Duty Cleanser Powder. Plus slews more oldies and goodies
Blogging to generate leads can feel overwhelming. We're being bombarded with "must dos" from content marketing experts who make it seem effortless. What's their trick? It's a practical, refreshing approach to blogging. Here are three pitfalls to avoid and a proven system to create leads. Let's start with busting a popular myth: Blogging to generate leads demands LOTS of blog content.
In the first installment, we looked at some straightforward approaches to improve decision making about marketing resource allocation. In this second part, I'll draw from the best practices in organizations of all sizes to expose some additional opportunities for marketers today.
When it comes to website load times, user expectations are constantly escalating. In 1999, the optimal load time was eight seconds. By 2010, 57 percent of online shoppers stated they would abandon a Web page after waiting just three seconds for it to load. At Radware, we recently tested the load times of the top 500 e-commerce sites and found that the median site took 7.72 seconds to load. In other words, a typical contemporary e-commerce site delivers a 1999 user experience
It would be hard to find a hotter buzz term in marketing than so-called "native advertising," which means a lot of things to different people but boils down to ads that look and feel like the content that surrounds them. At this point, everyone is latching onto the term, even when they shouldn't. Criticisms of the concept include: It's just a rebrand of "sponsored content;" they're labor-intensive to make; and, most damning, they just don't scale. A beautifully compiled sponsored list on BuzzFeed may reach an audience of 100,000, but billions of banner ads are served each day, so the
In 1984, Peggy and I launched WHO'S MAILING WHAT!—the newsletter and archive service for junk mailers. We started exhibiting at local direct marketing shows in various cities. We trolled for subscribers and I also got a lot of speaking gigs around the country and overseas. Everywhere I went—even London—I would run into a tall, taciturn, archetypical Texan in cowboy boots and Stetson hat. Often, he would be dragging a roller suitcase with an overcoat stacked on top.