Behavioral Marketing Lessons From Psychics

This is a blog about marketing, so we’re not going to take a position on whether or not any psychic readers actually have paranormal gifts, but it’s safe to say that a bunch of them don’t. We’re not sure if they are confessing or bragging, but many less than authentic fortunetellers have detailed exactly how they are able to convince customers that forces from beyond fill their minds with the subject’s most personal details. It all starts with behavioral profiling. Would-be telepathics are experts at making use of every bit of available information about the client. What are they wearing?Continue Reading »

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3 Ways Geotargeting Can Help Improve Website Results

As we’ve written before, the number one thing your website must do within just a few seconds of a visit is assure the visitor that they’ve come to the right place. There are a lot of ways to do this by introducing relevant, compelling and personalized content, but one the most powerful is geotargeting. In other words, delivering content that is aligned with your current visitor’s physical location. Here are three specific ways that geotargeting can make your website results and the experience for your visitor better. 1 – Get Found You’ve probably spent a lot of time thinking aboutContinue Reading »

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Why Use Audience Personas? Because Frankie Says One Size Does Not Fit All.

If you are old enough to have been a teenager in the 80’s, there’s a good chance you had a t-shirt that said “Frankie Says Relax.” The shirt, celebrating the song, “Relax” by the band Frankie Goes to Hollywood, just caught on with the high school set.  There’s also a chance that your Frankie Says Relax shirt was sold as “one size fits all.”  But, if memory serves, it didn’t fit at all.  Many of us spent the better part of a decade walking around in ill-fitting garb.  I’m pretty sure, “one size fits all” is fashion code for, “doesn’tContinue Reading »

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Study Reveals Barriers to Delivering Dynamic Content

Adobe and the Direct Marketing Association teamed up to conduct a study about marketers’ attitudes about and approach to real-time, personalized, dynamic content.  The results reveal a major delta between what marketers think they should do relating to dynamic content and what they are actually doing.  We thought it would be useful to take a look at the numbers and some of those barriers to implementation. There’s No Doubt, Marketers are Totally Into Dynamic Content The study found that, 77% of marketers find real-time personalization to be highly important, 98% find it moderate to highly important.  That’s pretty much unanimousContinue Reading »

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Using Audience Segmentation to Improve Your Website Results

Audience segmentation is a given for communications professionals.  We craft different messages for internal audiences, prospects, customers, investors, influencers and the press.  Marketers use segmentation as well when crafting advertising messages for different media channels.  In this case the audience is naturally segmented.  But, what about your most important marketing asset – your website?  Is it advisable and possible to deliver differing messages to differing audiences? Why Practice Website Audience Segmentation? In short, delivering content that is relevant to a particular audience works.  After a study of more than 93,000 calls-to-action and hundreds of millions of views over a 12-monthContinue Reading »

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